I’m excited to share a series of great guides with you written by my fellow filmmaker and co-instructor Caleb Negassa. Caleb is a film producer who has raised hundreds of thousands of dollars for personal and team video projects. We recently co-created an online training course on How to Fundraise for your Next Video or Film Project. Along with inspiring videos, Caleb has written a few guides that will help you in key areas related to fundraising a film project.
Today, Caleb guides you through creating a lookbook. The lookbook is an essential part of a film fundraising campaign. These tips will help you through the process. Over the next two weeks, we’ll be sharing more guides on scheduling your fundraising campaign, top 5 places for finding money for your film, tips for pitching your project to an investor, and tips for successfully raising funds with a crowdfunding campaign.
How to Make a LookBook
1. Collect all the resources you need
You need to have all the materials for the look book gathered before starting to assemble it. You need the elevator pitch, the log-line, key production personal, visuals, stats and an easily digestible description from beginning to end about the project ready. Making a look book is like putting together a puzzle so you need to have all the necessary pieces sourced and handy before making all the pieces fit in a document.
2. Choose the right Visuals
The look book is meant to capture the vision of your project. When gathering visuals, make sure you are designing it and gathering images that are in line with the tone, theme and style of the project. Proper use of design and imagery can have your reader hooked. Remember that font, color, layout and graphics are little details that are an important part of the equation. Figure out how to generate artistic merit in arrangement and placement for all you the information to determine the look.
3. Organize with a Table of Contents
It is a good idea to include a table of content. The basic information are your story, a brief description about the project, who it’s intended for, how people can make their money back, your core team, your financial ask, comparison and why it has to be this project and any leverage you have to make your project enticing. Everything else is filler to transition from one part of your book to the next.
4. Making it relative
Show enthusiasm and make this a personal matter because that’s the first thing a reader looks for. Empathy and sympathy are your friends when trying to find common ground. Those factors can start a connection and can help generate excitement that leads into interest. People have to care for your project to find what you are doing relative. This document is not for friends so shape it in a way that get readers invested.
5. Playing in the right market
Your project can’t be for everyone. You have to make it very clear who your project is for. Identify the group, specific crowd in particular that this project is intended for. Throw out examples of what other projects your crowd has gone after in the past. This is to prove that your crowd actually exists and craves projects like yours.
6. Investing in distribution
Make your distribution plan solid. This is key. Fortify your business section by empowering your reader with the satisfaction that there is an end plan to your project. Breakdown the step by step plans for your investor on how you are going to get your project out there. List distribution outlets and potential ways to find an audience for your project. The reader is investing in your distribution plan more than anything, because this is where they risk their money to make some money.
7. The Ask & A Piece of the Pie
Ask for what you need and then provide financial assessment and statics that correlate to the sum your asking for. Include figures and assumptions to provide a scope for your project. Note down what percentages and share the reader will share in. You have to set parameters on investments you are willing to take and in what time frame you are working. Include risk assessments, refer to other similar projects, identify and discuss how you plan on mitigating losses. You have to prove you understand the business in order to play in it.