Nowadays, video is unavoidable, especially integrated as part of a marketing campaign. In this Demystifying The Video Production Process 5-part series, we go from script to screen to show you our process, and the major key parts to the video production process.
In this first part, we discuss the Discovery Period. Some people also refer to this section as the creative brief, or concept development stage. Essentially, before getting started with your video (or someone else’s!) it’s important to understand the “WHY” of the video, and ask the important questions we outline below.
These questions are indispensable to planning a successful shoot and post-production session, and we recommend you sit through this section with yourself if it’s just a personal video project, too. Thinking you already covered everything in your head and you don’t have a roadmap for your video is a sure-fire way of tripping yourself up later — for example, when you’re on-set or in the editing room and you realize that you didn’t include some key aspect of what you needed.
- What is the goal of the video?
- Who is the target audience? What type of content connects with them?
- What have you done for videos in the past that has worked, and what has not worked? Are you looking for a complete departure from past projects?
- Where will this video live? Social media? Tradeshows? Website? How will it fit in your overall marketing campaign?
- Is this video concept different from your competition, and does stick to your branding or messaging?
- How can you create additional content out of this video content? Can you share behind the scenes footage or photos? Do you also want to create a ‘Making Of’ series?
- How will you market this video content? (Yes, you need to market the marketing collateral! Think about proper SEO for the video if it’s hosted on YouTube. Plan out the messaging that will be released prior to, and at, the release of the content.
- Are there ways to recycle past marketing collateral with this video content?
- Do you want to release this to a limited audience first, for example, exclusive content first to your newsletter subscribers?
- Decide on who is spearheading the different aspects, such as producing, directing, casting, location management, catering, crew, editing, and anything else that comes out of the discovery session.
- Estimate needs and costs for:
- people: crew & actors/talent
- services: rentals, catering & permits
- resources: type of equipment for camera, audio, lighting, props & other items
- time: how many days will it take to film everything you need, cost per day for everything & similar
Once you have all the information from the Discovery Period, you will likely have the first steps of your planning neatly laid out in front of you. You’ll know what kind of equipment you’ll need (and whether you need to rent or buy anything), how big your crew needs to be (two camera operators and a cinematographer or one cinematographer and three audio engineers will result in different costs) and how long your shoot schedule will likely be (a 30 second video may only take 2 days to film, whereas a 4 minute scripted storyline may be closer to 20 days of filming).
Don’t have time to read? Commuting to work? Listen to this article as part of the Branch-Out podcast!
Stay tuned for the next part of the Demystifying the Video Production Process: Pre-Production.
|Originally from Romania, Tatiana Ivan combines operational prowess with creative flair to produce smart and visually stunning brands. With degrees in neuroscience and psychology from Brandeis University plus experience working with start-ups in the biomedical and pharma industries, Tatiana knows first-hand that the most powerful way to persuade people to get behind an idea, concept or product – no matter how creative, technical or complex – is by telling a compelling story. As the COO and Creative Partner of Waverley Knobs, she combines powerful cinematography and compelling storylines for clients so they stand out and shine in the market.
In addition to turning visions into reality and running the daily show at Waverley Knobs, Tatiana is a twice-published poet. She’s also a certified InsideOut® Coach, able to unlock the knowledge, skill and talent already within people and teams so they can improve performance and results.