Joey Leong - Video Producer

Chapter 3: Experience, Bandwidth, and Growth

60 videos over three months, and then 120 over four.

Working at FirstCom Solutions helped me understand my personal bandwidth and limitations.

I left Maxima Creatives because I wanted to work with larger teams and get a pay bump. I still wanted to write and produce videos; maybe this time, focus on churning out video scripts.

FirstComs Solutions found me on LinkedIn, and I felt confident enough to enter advertising video production, since Marketing was a concept I had become familiar with over the preceding two years.

As local businesses struggled through the pandemic, they needed to digitise and automate their operations (think cashless payments) and market their products and services to entice consumers to patronise them (Which, in turn, stimulates the economy and boosts cash flow).

As Account Managers meet these business owners to understand their business objectives on their journey to digitisation, Digital Accounts Content Managers/Video Producers like me are sent in tandem to propose video ideas to meet their marketing objectives.

I was given a team: A dedicated videographer, a photographer, and a video editor to produce digital content for these clients. The Video Producers were also given a pool of talent (small-time influencers or actors) to book and manage.

At the macro level, the year was filled with meeting clients, managing expectations, understanding their Unique Selling Points (USPs), and proposing script outlines to best market their products or services before arranging shoot dates and booking talent where applicable.

At the micro level, being on a team has allowed me to refine my video production skills, master lighting fundamentals and videography, and develop acumen for sound video scripts.

Because of the volume of projects, we rarely write video scripts before the shoot; we usually draft them on the spot when the production team arrives. Yes, that means the year was filled with me meeting the production team early in the morning on-site, reviewing what the client had to offer for that day's shoot, and drafting a script on the spot for the talent to perform in front of the camera. Each shoot averages 4 hours, so writing the script takes about 30 to 40 minutes, and the rest involves dancing between A-takes, B-roll, and photo-taking.

Rinse and repeat for two cycles: once for 60 videos over three months, and a second time for 120 videos over four months.

If the math isn't clear, that means averaging 2 videos a day and ensuring the off-site video editor completes at least one by the next day.

It was a tough season, with my schedule comprising 2 video shoots in four-hour blocks during work hours, going home for dinner, laying the groundwork for future shoots, such as booking talent or drafting script alternatives, and entertaining client calls about their imminent production days after 12 AM.

Still, working at Firstcom Solutions was a fulfilling and fun experience, because being on a team means learning from and depending on each other's strengths.

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What is FirstCom Solutions?

FirstCom Solutions Pte. Ltd. was a digital agency that helps Small-to-Medium Enterprises (SMEs) grow their business through digital marketing. They have served over 200 SMEs, mainly through initiatives like the Productivity Support Grant (PSG).

Today, they market themselves as a training institute for Singapore Workforce Skills Qualifications (WSQ) courses and call themselves Skills Development Academy (SDA) (formerly called FirstCom Academy).

How Was I Involved?

Video Producer and Digital Accounts Content Manager
Jun 2021 - Jul 2022

I helped 150+ SMEs achieve their digital marketing objectives by producing digital content, including high-definition photos and short-form social media videos. These videos are mainly used for ad buying.

I also led a team of editors, photographers, and videographers, managing and directing talent, producing video scripts, and working closely with clients to ensure the creative product aligns with the Unique Selling Points of their products or services, thus fulfilling their marketing objectives.

PSG-DM Video Samples

The following videos are just a handful of the 180 we successfully produced with my team. Unlike my previous chapters, you will notice that food isn't the only industry I've advertised. I've also worked in various settings, including retail, professional services, and even the electrical appliance industry.

Luggage was one of the first product shoots I conducted. We were tasked with featuring a pair of then-unreleased VOX luggage sets for distributor Marvid International. These two pieces of luggage were sustainably made from recycled materials, such as plastic bottles, and despite being made from used materials, they were sturdy and stylish, making them unique.

The client was clear in communicating that they would like their video to be as professionally made as possible - No frills, no comedy - and with the idea that purchasing this luggage would help reduce ocean waste.

Thus, the video's hook focused on how marine life is destroyed by plastic waste before randomly jumping into a luggage introduction.

Every shot was shot in-house at the studio, with two talents available, thankfully, within a day.

Looking back, the connection between the hook and the USP of the luggage may be weak, and using 'recycled materials' for a VOX luggage that reduces plastic waste and helps save the ocean may strengthen the video's concept.

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Working with talent means opportunities to explore their eccentricities and to see whether they can play caricatures, as seen in the video above.

With the little time allowed to prepare for a video, sometimes all you have is the following information:

1) You will be working on featuring a store called "Sio Good", and they serve roasted meats

2) You have booked a talent who, although he has range, also leans toward a more local flair.

Therefore, you send him a quick text and ask if he's comfortable being the one to chop char siew.

With resounding enthusiasm, the rest of the caricature is brought to life by him - Yes, even the 'Good Morning' towels belong to him.

Drafting the script happened on set, and understanding how a talent speaks as the given caricature is key.

Drafting scripts on set over and over has helped me develop an acumen for drafting voiceovers based on a speaker's cadence, as long as I have heard them speak in real life and had conversations with them.

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Sometimes, you get to bring these caricatures to meet children, which makes the entire day just a tad more enjoyable.

In all seriousness, I was initially sceptical about completing this video because I was worried children wouldn't follow instructions.

I feared they'd be too intimidated by the large production equipment, or by the over-expressive talent.

There were also fears their running around would trap dust under their shoes and would stain the giant coloured paper backgrounds.

But if you give them space to explore the set and feel comfortable, the shoot can proceed pretty smoothly.

The mothers were a great help too.

A production's success depends on everyone on set, which means trusting everyone to do their part, even when working with children and the unknown.

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It was challenging to conceptualise a video about selling the PSG-DM grant, since the reason you are creating videos in the first place is the grant itself.

Also, there's the question of how we can take complex concepts like 'solving business problems through audits and manpower planning ' and translate them into something interesting for the camera in an office setting.

We brainstormed the psyche of a business owner and how corporate services like audits and the PSG-DM grant helped draft a reasonable, successful script. We also explored the "before" and "after" idea here.

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This was a fun shoot.

People in the public asked why he was wearing a Chinese emperor's outfit, and he replied IN CHARACTER.

Productions can be tiring, stressful, even. What's important is that we have fun. No fun factor, no quality video.

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This video was one of the many examples I incorporated my self into the script.

I initially used off-camera voices in previous videos, then eventually moved to small on-camera roles.

Personally, I'm not fit for acting, but as long as it gets the job done, why not?

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Just for fun, here are a few more videos I worked on, which feature more than just the caricature talent.

Each video has a story, so if you're interested, ask me during the consultation or interview process.

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Corporate Video

I've also had my fair share of producing corporate videos, attending the full-day exhibits alongside colleagues, and interviewing them.

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Reflection

The volume and demands of work during my time at FirstCom Solutions were taking a toll on me, but I was set on staying until I burned out creatively and produced lacklustre work (so screams 'NO!' in the artist of me).

It was an exercise for me to understand my limits and how much I can take in the wake of piling, unrelenting work - such is the nature of the job working in an advertising agency.

Fortunately-unfortunately, the company went through a restructuring and let go/fired four out of five producer teams.

We were about 40 strong, and about 30 left. I was part of the 30.

When I was called to have the conversation with my department head and HR, I cannot say that I left without a smile on my face. I was more relieved than angry or disappointed. Perhaps I already had one foot out the door.

"Great! When's my last day?" were the first words when they broke the news.

Due to other commitments in my life now, it is highly unlikely that I will ever join a marketing agency again - I have kids and a life, for goodness' sake.

There's also the matter of FirstCom Solutions rebranding themselves as FirstCom Academy, and getting in trouble with the press and SkillsFuture non-compliance guidelines - That is another discussion we can take offline.

What matters is this: I went through nearly 180 videos in 7 months; the rest of the year was planning and training, and that is, perhaps, my creative limit, although I believe I can do a little more for a little longer.

Put Me to the Test!

My Other Works