How Quickture cut Martha Stewart's post schedule by 85%

Challenge: When you have a lot of footage, editing great social content takes time!

The occasion couldn't have been any bigger. In collaboration with America's Test Kitchen, Martha Stewart was set to launch a new cookbook. But this wasn't just any cookbook! The queen of cooking, decor, and more was about to release her 100th cookbook so everything had to be just right.

The production team spent a day with Martha and Dan Souza, the Chief Content Officer of America's Test Kitchen. They filmed scripted bites, freestyle interviews, and casual interactions, delivering about 4 hours of footage.

"Two hours after ingesting the footage with Quickture, we were already reviewing rough cuts and addressing notes."
- Jack, editor

The Challenge

The editorial team was tasked with using the shoot-day materials to edit a set of social clips to promote the launch, and drive viewers to America's Test Kitchen for more. The assistant editors and editors were not present at the shoot so this was their first exposure to the footage and its possiblities. Here's what they faced:

• Ingest, group, and sync footage
• Review the footage, take notes, place markers
• Generate transcripts w/ bulilt-in transcription
• Review transcripts
• Brainstorm concepts
• Write scripts
• Edit to the scripts
• Wait for revision notes
• Revise
• Polish

The Traditional Way

The first set of deliverables were edited the traditional way— by painstakingly reviewing all the footage and transcripts, generating assemblies and rough cuts, and responding to notes by going back to the footage for manual clip pulls. It took more than a week to deliver the first two social media clips.

• Post Schedule: 70+ hours
• 2 X short form social videos

The Quickture Difference

The second set of deliverables were edited with Quickture. Quickture transforms your traditional edit timeline to get you to a roughcut, fast. It handles the time consuming, organizational tasks and the initial assembly so you can focus on the most creative parts of editing:

• Quickture delivers the fastest, most accurate transcription.
• It breaks your material into story beats and automatically annotates everything to surface the best moments in your footage.
• With your guidance (or without it) Quickture instantly finds potential story and edits your footage.
• It lets you revise quickly with edit notes, or by finding the clip pulls you need.

The raw material was ingested and analyzed by Quickture, highlighting the funniest and most informative beats instantly. Editors and producers used Quickture's Guided Edits to instantly assemble the scripted bites by simply pasting in the script. And they used Quickture's Multi Edit feature to quickly pull the funniest and most engaging moments across all of the available footage, inspired by trending topics identified by the social producer. In eleven hours, the second set of social clips were complete. The second set included:

• Post Schedule: 11 hours
• 1 X 60 sec supercut of the interview promoting the cookbook
• 1 X 60 sec supercut of the interview to promote America's Test Kitchen
• 4 x short form social videos

Results: Triple the deliverables in 15% of the Time

Quickture delivered by compressing the schedule and reducing the budget. But it also delivered where it counts the most— the social clips edited with Quickture out-performed the first set by 100X (12K views vs. 1.2M in 48 hours).

These incredible results weren't because Quickture is a better editor! They were achieved because Quickture empowers editors to spend their precious time making edits great. Editors can quickly follow their instincts to explore and discover the most interesting moments from the raw footage. They can test drive rough assemblies in moments, and find their story fast, instead of sifting through multiple takes, dead air, or moments that didn't pan out in the field.

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