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The flow of finance

Creation process

1. Project planning

Understanding the Objective & Audience

  • First, I define the goal of the video: Is it to educate, inform, or engage?

  • I identify the target audience (e.g., employees, clients, or leadership) to tailor the messaging and tone.

  • I would typically collaborate with stakeholders to align on key messages and desired outcomes.

  • Additionally, I start preparing my folders and project files for organisation and efficiency​

Example: If the video is about explaining notional pooling to non-financial teams, I ensure the language is simple and use analogies to enhance understanding. 

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For this project, my target audience was a global audience

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2. Scripting & storyboarding

Scripting & Storyboarding

  • I draft a script that aligns with the key message while keeping it engaging and concise.

  • I create a storyboard or visual outline to map out how the content will be presented.

  • For the story board I may use reference imagery to speed up the storyboarding process, but the finalised piece would be something on-brand

  • If animation or motion graphics are involved, I ensure the visuals reinforce the message effectively.

Example: For a compliance training video, I might use a scenario-based script to make it relatable and interactive.

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Here are some reference images I was inspired by

Visually, I wanted to convey something quite literally in terms of liquidity/ pooling, but making it creative by using it in an analogy.

Using the script I created below, I made a brief storyboard using the reference images I found online, describing how each scene would work.

"Imagine you're in the office, and the juice (finance/ currencies) dispenser in your department has run out of juice.

Without notional pooling, once your departments dispenser runs out, your colleagues (accounts) are left without a drink—while another dispenser still has plenty to spare.

Now, picture a virtual pump that automatically balances the juice levels across all dispensers. No refills needed—just a seamless flow ensuring everyone gets their share.

That’s how notional pooling works in finance, optimising cash across accounts without physically moving it. Smart, efficient, and always balanced!"

3. Production & asset creation

Depending on the format (live-action, animation, or screen recording), I gather necessary resources:

    • For live-action: I plan the shoot, arrange locations, and coordinate with speakers.

    • For animation: I use Adobe software to create assets., Fortunately, as I have a bank of characters I have created, it sped up this process as I was able to repurpose them. On the right, are how the characters looked originally when I created them

    • For screen recordings: I ensure clarity and smooth transitions.

  • I typically record high-quality voiceovers or interviews, ensuring clear audio and professional delivery. However, in this case, I used my iPhone

Example: If the video involves leadership messaging, I ensure proper lighting, framing, and branding consistency in the visuals.

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4. Editing & post production

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  • I use editing software (Adobe Premiere Pro, After Effects) to assemble the video.

  • I enhance engagement by adding:

    • Transitions & animations to reinforce key points.

    • Subtitles & captions for accessibility.

    • Music & sound design to enhance the viewing experience.

  • I review the video for clarity, pacing, and brand alignment before seeking stakeholder feedback.

Example: If the video is an internal announcement, I ensure the tone is warm and engaging while keeping the message clear. 

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I imagine something like this would be used for a global internal use. Training perhaps

5. Review, feedback and finalisation

  • I share the draft with stakeholders for feedback and make necessary revisions.

  • I ensure compliance with branding guidelines and accessibility standards.

  • Once approved, I implement the changes and export the final version in the required formats and distribute it through the appropriate channels

Example: If the video is for internal training, I ensure it's uploaded to the company’s LMS with tracking enabled for completion rates.

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I made use of my my friends and asked them for some honest feedback, here is what they came back with. Typically, this would be the changes I would implement

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6. Measuring success & continuous improvement

After release, I track performance metrics (e.g., engagement rates, feedback, completion rates).

  • I gather input from viewers to refine future videos.

  • I document lessons learned to improve efficiency in the next project.

Example: If analytics show employees drop off at a certain point, I adjust future videos for better engagement.

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© All items were created by Whitney Otti

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