Trevor Versfeld

Libra has been in operation for more than 30 years – what in your opinion is the value of all these years experience and how do you ensure that you stay current and innovative?

Libra Vision continually invests in new equipment and technology for its production team to work with. This inspires our editors, graphic artists and camera teams to push the boundaries and production values, ensuring that Libra Vision remains competitive.

Econoheat TVC

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To produce a quality video or ad what are the key success criteria?

It all starts with the creative team and a great script. Thereafter choosing a professional production team and facility with a suitable show reel would normally result in a good product. In my mind it is important that the creative team, scriptwriter and director work together.

It is expensive to produce a top quality video or ad and because of this many brands don’t even consider adding it to their marketing mix. Do you cater for smaller budgets and offer affordable options for the smaller brands and budgets?

Libra Vision works at all levels of production. When it comes to camera work we use the same production team, whether you are filming a commercial or producing a low budget training video. The production values and equipment used for the production is where the budget becomes an issue. High end equipment normally requires more crew to operate and expensive accessories. A film camera package would cost about R25000 a day to run as opposed to a digital Ex 3 Sony HD camera R4500.  This also applies to Post Production work. Edit suites range from R3500 per hour to R750 per hour, once again it depends on what work required in the edit suite. These comparisons apply to lighting, locations, direction etc. Trendy modern edgy programming involving graphics is definitely more expensive than a conventional straight forward cut and paste programme. At the end of the day it’s up to the client to decide what will suite his or her budget

Sabastian Caminada in the editing studio

YouTube is one of the most visited website in South Africa; this and the increase in online social media with its image and video sharing indicate that people want to receive information audio-visually. Platforms like YouTube, Facebook and Twitter tolerate amateur quality because of this fact and as a result many individuals and companies regard themselves as scriptwriters, cameramen, directors, editors and producers. Are you often asked to defend your costs and minimum production standards because of this and if so, how?

Low video quality and poor production values are two different things. The work we have produced for internet use often adopts the same production standards used for professional programming or commercials. There is no substitute for professionalism when it comes to using experienced scriptwriters, directors and editors.

I&J corporate video

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What has been your most rewarding production project and why?

During the last three years running up to the world cup 2010 we worked on a campaign for Engen called African welcome. It consisted of a series of programmes to be produced for their pump attendants using disciplines of what is required to make a good team. The Dream, Support, Pride, Respect and Enthuse were some of the titles of the individual programmes which had a great effect in uniting the Engen pump attendant teams which can be clearly seen when attending their road shows.

Richard Pickett in the sound studio

Most of your staff has been with Libra for a long time; they are exceptionally loyal and committed; they seem to make Libra their career; what is your secret?

”We are Family” is the reason. Growth in Libra Vision is unrestricted; you can start as a camera assistant and become an editor if you wish. It is up to the individuals to motivate themselves. Training happens on the job.

Explain your working relationship with Power of 9 and which project of ours you most enjoyed working on and why?

Libra Vision has been a supplier for Power of 9 for more than 6 years now predominantly working for their client Quest. The work we have produced for Quest has been very creative, young, and funky and entertaining which inspires enthusiasm within the production team.

Catherine Herbst – managing director

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