Why it matters
Raw files can create extra hooks, edits, ads, cutdowns and landing page assets from the same shoot.
Raw footage is not automatically included.
Unedited files give the brand more material to edit, repurpose and turn into more assets. Price that value.
Calculate raw footage →What to define
Clarify file delivery, edit permissions, usage rights, platforms and whether the brand can use unused takes.
Common mistake
Creators include raw footage for free because it feels unfinished. For the brand, it can be extra production value.