Video is everywhere. Our feeds are full of reels, ads, behind-the-scenes snippets, and highly produced promotional content. With platforms making creation and editing tools more accessible, it’s easy to forget how much work goes into the final product, especially when it looks effortless.

But behind those few glossy minutes is a surprising amount of graft for that video production. And a lot of that happens after the camera’s stopped rolling.

So let’s talk about post-production. Because while directing, lighting, sound recording and camera work are all crucial, editing is the part that transforms raw footage into an actual story. It’s also the bit most people underestimate.

And we get it you don’t see editing. You just see the end result. That’s kind of the point. A good edit feels seamless. But behind the scenes? There’s structure, strategy and a lot of unsung decision-making.

Here’s what really happens once the shoot wraps.

1. Logging & Organising: The Foundations of Editing

Editing Video Production

Before our editor Dominic can even begin shaping a video, everything needs to be logged and organised. That means:

  • Transferring all footage (which can take hours depending on the format and volume)
  • Backing it up securely
  • Creating labelled folders for each scene, take and asset
  • Syncing audio and video
  • Flagging standout moments during initial watch-throughs

If Luke’s handled the interviews, expect plenty of bonus content. He’s known for getting rich, in-depth responses which is gold for the edit, but means Dominic might be dealing with multiple hours of raw footage for a two-minute final cut.

And if there are multiple cameras, external sound sources, or a need for subtitles? That adds more layers of sorting. This process alone can take up a full day before anything even lands on the timeline.

2. The Assembly Edit: Sifting Through the Raw Footage

Once everything’s in place, it’s time for what we call the assembly edit. This is the phase where we review every bit of usable footage and start piecing together a structure.

Let’s say we’ve shot two hours of interviews – that’s at least three to four hours just to watch them through. Then we begin:

  • Removing waffle, long pauses, false starts, and the “I forgot what I was saying” moments
  • Cutting out ums, errs, sneezes and breakfast chat (genuinely more common than you’d think)
  • Tagging soundbites by topic so they’re easy to find later
  • Building a loose sequence that outlines the direction of the video

This phase isn’t about finesse, it’s about understanding what we’ve got and finding the story buried in it.

3. The Narrative Edit: Crafting the Story

This is where the video actually comes to life.

For narrative editing, we start building structure, rhythm, and intent. Whether it’s a product promo or a campaign film, the editor is shaping how the viewer will feel and what they’ll take away.

We’re not just dropping nice shots over a voiceover. Every frame has to earn its place. If someone’s talking about how innovative their tech is, we want to show that visually. If we cut to a random clip of someone walking down a corridor just to fill space, it weakens the message.

The editor’s job here is part storyteller, part strategist. And it takes time. A narrative edit can easily take 6–10 hours for a video coming out at 2.5minutes, sometimes more depending on complexity.

4. Tweaks, Amends & Last-Minute Curveballs

Even with a solid first cut, there are always tweaks.

We build in three rounds of amends as standard and to be fair, most clients only use one. Dominic’s known for landing things early. But every so often, someone sees the video for the first time halfway through post-production and wants to reshape it entirely.

That’s fine – but it does mean extra graft. A quick change might take an hour. A narrative restructure could mean unpicking and rebuilding big sections of the film. None of this is wasted time, but it is time that builds up quickly.

5. Sound Design and Mixing: If It Sounds Good, No One Notices

Editing Video Production

This is one of those areas where great work is invisible and bad work stands out immediately.

Sound design covers:

  • Cleaning up dialogue
  • Removing background noise
  • Balancing levels across music, voice and ambient tracks
  • Adding subtle sound effects or atmospheres for texture

Good sound keeps your audience focused. Bad sound (even slightly off) pulls them right out. A typical mix takes 2–4 hours, but complex films or those with multiple sound sources can take longer.

6. Colour Grading: Lifting the Look

This is where video production steps up a gear.

Colour grading isn’t just slapping on a filter. It’s about ensuring consistency across every shot especially if lighting conditions varied on set. Skin tones should look natural, your product should stand out and nothing should feel off.

We match shots, balance exposure, enhance contrast, and introduce subtle adjustments that bring everything together. Whether it takes a few hours or a few days, grading gives the final piece a cohesive and deliberate feel.

7. Graphics and Motion Design: Titles, Stats and Logo Animations

Whether it’s lower thirds, captioning, branded transitions or full animated sequences, this is where things get visually branded.

Simple overlays might only take an hour or two. But full motion graphics sequences can take several days if they’re layered, timed to music, or designed to match specific brand guidelines.

This stage also includes accessibility additions like subtitles or alt-graphics, which we regularly provide for clients with a wider audience in mind.

8. Final Checks and Export: Wrapping It Up

Exporting isn’t as simple as pressing ‘render’. We need to:

  • Watch the final film through, sometimes multiple times
  • Check sync, levels, titles, and transitions
  • Export versions for different platforms (landscape, square, vertical; with and without captions; high-res and web-friendly)

Each export usually takes 1–2 hours – sometimes more for longer pieces or multiple formats. And if you’re working in 3D or have heavy motion graphics? We’ve had renders take 180 hours before (yes, really).

So… Is Editing Important?

Editing is where everything comes together. The visuals, the message, the tone, the structure, the branding – it all gets defined in the edit.

A great camera team gives us the raw ingredients. But without a great editor, you’ve just got a hard drive full of potential.

The editor:

  • Makes creative choices that shape the story
  • Fixes on-set issues no one else can
  • Prepares content that can be repurposed across channels
  • Knows where every clip lives, and how to use it effectively

It’s not just a technical job. It’s storytelling, decision-making, problem-solving, and branding all rolled into one.

So next time you see a slick promo or a perfectly timed social cut, spare a thought for the person who stitched it all together behind the scenes.

They didn’t just make it look good. They made it work!

Keep up to date with what the team get up to and follow us on LinkedIn or Instagram. See examples of our video outputs over on our work page.