Reusing old event footage in a new campaign

Old event footage can be reused when it still fits the message, the people and music are cleared for the new use, and the quality suits the new format. If any of these fails, a fresh edit or a small new shoot may serve you better.

Does the footage still fit the campaign?

Begin with the goal of the campaign, not the footage. Write one sentence on what the new video should make people do or feel. Then watch the old footage with that sentence beside you.

Ask:

• Do the venue, branding, uniforms and products shown still match today?
• Do the people on screen still work with you? A former staff member in a prominent shot can cause awkward questions.
• Does the mood suit the message? A formal gala may not suit a friendly recruitment video.
• Is the picture sharp enough for where it will appear, such as a large screen or a vertical phone feed?

Who agreed to what, and when?

The original agreement usually decides what you may do. Look for how the footage was meant to be used, who owns the finished films and the source files, and any limits on public or paid use.

If it does not say, ask the supplier. Do not assume a film you paid for can go anywhere. Our guide to responsible publication and the filming and publication responsibilities checklist cover the usual questions.

Do people in the footage need to agree?

Faces and voices count as personal data under Malaysia’s Personal Data Protection Act 2010. A guest who agreed to be filmed at an event may not have agreed to appear in an advertisement.

A practical way to sort the footage:

When in doubt, leave the shot out. There is nearly always another one.

What about the music?

Music is a common reason a reused video gets taken down. A track used at an event, or placed in a film by an editor, may not be cleared for an advertisement or for social media.

A music licence does not automatically prevent takedowns where other rights or platform rules are unresolved, according to the Music Authors’ Copyright Protection (MACP) FAQ. So ask where the music came from and what use it covers. If you are unsure, replace it with music you have clear permission to use.

Should you reuse it, re-edit it or reshoot?

For example, a company has a ten-minute film from last year’s annual dinner and wants a thirty-second clip for recruitment. The film is probably too long and the music may not be cleared. A new short cut from the raw clips, with replaced music, usually works better than trimming the old film.

Our video format and framing planner helps you check whether the footage will crop well for vertical or square use.

What to check before you start

• Where was the footage meant to be used, and does the new use fit?
• Who owns the source files, and can we have them?
• Which music is in the film, and what use does it cover?
• Are there people or logos that should not appear now?
• Do we still have the raw clips, or only the finished film?

Our post-event video asset planner helps you plan which clips a campaign needs, including what to ask the crew to capture next time. It is optional.

Where we can help

Our event video editing service works from footage you supply. We look at the files, tell you what is achievable and agree the scope before any editing starts.