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Cloud-based editing is increasingly shaping the future of post-production, enabling creative teams to work from different locations while utilizing a variety of tools and resources. I recently interviewed Simon Green, CEO of Edit Cloud, a cloud-based editing platform that allows production teams to collaborate remotely using various editing software while providing access to accredited talent and integrated storage solutions.
During the roughly 40-minute talk, we explored how this platform operates, its components, and how it fits into modern workflows. The discussion highlighted how Edit Cloud supports both creative and operational needs, helping teams collaborate remotely without being tied to specific tools or outdated practices. Below is a summary of our discussion, as well as a link to the YouTube video.
Contents
About Simon Green and Edit Cloud
By way of background, prior to founding Edit Cloud, Green worked as a video editor, producer, and director and owned and operated post-production facilities in London’s Soho district. This gave him firsthand insight into the challenges and inefficiencies of traditional workflows and the evolving needs of production teams and informs his approach to Edit Cloud.
Edit Cloud is a cloud-based platform designed to help production teams move from traditional on-premises workflows to more flexible, cloud-native environments. As Green described, “We help large creative organizations move from traditional on-prem ways of creating content, and we’re moving them and transforming their business into the cloud.” This transformation allows teams to maintain their current workflows while gaining the benefits of cloud-based access, including collaboration across locations and the ability to work with multiple editing platforms.
Key Components of Edit Cloud
Edit Cloud offers several core components that make it adaptable for various creative and operational needs:
- Cloud-based Virtual Workstations: Teams can remotely access high-performance editing environments that run in the cloud, allowing them to work from different locations.
- Agnostic Tool Support: One key feature of Edit Cloud is its agnostic approach to editing tools. As Green explained, “For us, Edit Cloud was really built with that at the core—how do you build something that is agnostic and that we can federate with lots of different tools?” Whether a team prefers Avid, Adobe, or Resolve, Edit Cloud integrates with these platforms, allowing users to choose the software that best suits their needs.
- Talent and Training Integration: Edit Cloud also connects production teams with skilled talent. In many cases, it links existing talent directories within organizations, but it also supports external freelance talent. To ease the transition to cloud-based workflows, Edit Cloud offers training to ensure the team is fully prepared. As Green put it, “Creatives don’t really like change…so we make sure they are well-equipped in order to do the job.”
Efficiency and Flexibility in the Cloud
Edit Cloud’s approach can significantly streamline production workflows, addressing inefficiencies often found in traditional processes. One example is media sharing. In a typical on-prem workflow, teams might use physical hard drives or shared cloud folders, both of which can slow down collaboration and increase security risks. Edit Cloud simplifies this by allowing teams to upload their content once and share it with multiple collaborators simultaneously. This capability helps teams reduce time spent on media management, speeding up the overall production process.
In terms of flexibility, Edit Cloud untethers production teams from specific locations. Green emphasized that it’s not just about working from home but working from anywhere: “All I need to do is relocate to an office, login, and everything’s there.” This flexibility can be particularly valuable for teams across different geographic locations or those working on tight schedules.
The Value of Being Tool-Agnostic
One of Edit Cloud’s key differentiators is its flexibility in supporting a variety of editing tools. Rather than pushing clients toward a specific workflow or platform, Green takes a consultative approach, focusing on what will best serve the client’s objectives. “My objective is to find out what are you trying to achieve with your business or your productions and what might be the best solution to that,” Green explained. “It could be Adobe, could be Resolve, it could be in the cloud, could be on-prem. We would also say to people, this probably isn’t the right thing for you.”
This tool-agnostic approach contrasts with traditional post-production facilities, which often have a vested interest in selling specific systems. As Green put it, “If I’ve got a building with 40 Avid suites, that’s what I’m selling.” With Edit Cloud, the focus isn’t on pushing a particular tool but on aligning the workflow with the production’s goals, whether it’s cloud-based or on-premises, Adobe or Avid. This flexibility ensures that the client’s creative and operational needs come first.
Security and the Cloud
Security is a crucial consideration for any cloud-based production platform. Edit Cloud addresses this by ensuring that nothing is stored locally on individual machines. This reduces the risk of data being compromised if a device is lost or stolen.
Green explained, “I can log in, do my work, and as soon as I log out, nothing exists on my machine. It’s very secure.” For industries dealing with sensitive or high-stakes media content, this level of security is a critical advantage.
Questions to Ask When Considering Cloud-Based Editing
For organizations evaluating cloud-based editing solutions, there are several key factors to consider:
- What software do you need? Are you looking for a solution that supports multiple tools, like Edit Cloud, or one that is tied to a specific platform?
- How important is flexibility in your workflow? Do you need a solution that allows team members to work from any location, or is a more centralized approach suitable?
- How can cloud workflows improve your current production process? Will transitioning to the cloud reduce inefficiencies or solve bottlenecks in your workflow?
These questions can help production teams determine whether a cloud-based solution like Edit Cloud aligns with their needs and goals.
Real-World Use Cases
Several large organizations have already adopted Edit Cloud to modernize their production workflows. ITV Studios, for example, moved from on-premises Avid workstations to a cloud-based Adobe workflow. This transition wasn’t driven by a preference for one tool over another but rather by broader organizational goals.
Green elaborated, “The objective was the efficiency piece. So, when we did the training, it wasn’t just Adobe 101. We took that team through skills-based learning but also showed them why they might use these tools in an unscripted show so that it’s genre-specific.” This tailored approach to training ensured that teams not only learned new tools but understood how to use them in their specific production environment. More specifically, Edit Cloud claims that it delivered an estimated 32% increase in productivity compared to the previous workflow and an estimated 51% decrease in carbon emissions throughout the editing process.
Another notable project involved a collaboration with Netflix through a production partner, 3DD. In this case, Edit Cloud enabled remote collaboration between animators and editors across multiple countries. “We were able to spin up our edit suites around the world, which I think had been challenging and cost-inhibitive previously,” Green shared. The ability to manage such a dispersed team using cloud-based tools allowed for a fast, efficient production process. Specifically, according to a case study on the Edit Cloud site, the service delivered a 50% increase in production capability within 24 hours and a 25% cost savings compared to on-site editing.
Cost Structure
Regarding Edit Cloud’s cost structure, Green acknowledged that cloud computing and storage can initially seem expensive but noted that the real value comes from the efficiencies gained. By reducing the time spent on tasks like transcoding, transcription, and media management, Edit Cloud can save significant time, translating into cost savings for production teams, particularly during startup. Green emphasized that cloud workflows should be viewed from a value perspective, not just a line-item cost: “If you’re doing a copy and paste from a traditional on-prem workflow into the cloud, I can understand that position… but I don’t think they’re looking at it from a value point of view.”
When it comes to pricing, Edit Cloud offers a flexible model that depends on the specific needs of the project. Green mentioned that virtual workstations are available for approximately £80 a day. This includes access to cloud-based editing environments that can be customized for different tasks. The total cost also depends on factors like the amount of cloud compute, rendering, and storage required, as well as the level of support and training needed for the team. For larger enterprises that already have vendor discounts for cloud services, Edit Cloud helps clients maximize those discounts to reduce costs further.
Conclusion
Edit Cloud offers a flexible, secure, and efficient solution for production teams transitioning to cloud-based workflows. With its agnostic support for a variety of editing tools, integrated talent connections, and focus on security, Edit Cloud provides the infrastructure needed to collaborate across locations and streamline production processes.
As Green summarized, “Every client I talk to who’s reluctant to move to the cloud, when I ask them, ‘Where do you think the future is?’ they’ll say, ‘Yeah, we’re going to be in the cloud.’” For teams looking to modernize their workflows, asking the right questions and assessing their specific needs is the first step in determining if a solution like Edit Cloud is the right fit.
