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When you know you want to create a corporate video, it’s easy to want to jump the gun and get right to shooting. After all, video content can greatly impact your brand and increase your sales. So getting it done quicker may seem like a no-brainer, but can actually be a big mistake that can cost you time and money. When it comes to making video, it’s very important to make sure you lay the groundwork before you hit the REC button, here’s why –
Ultimately, you can’t get somewhere if you don’t know where you’re going. And the pre-production stage of video production is like creating the map. This is where the type of video is decided based on what will be the most effective end result. Things like who your target audience is, where the video will be viewed, and what emotions are you looking to evoke, all factor into the creative direction of the video during the pre-production stage.
Depending on what type of video you’re shooting, you might not actually need a script. But whether it’s a voiceover, or an interview, you’ll need to ensure the key points are laid out ahead of time so come shoot time, you know you’ll get everything you need. There’s nothing worse than getting into the edit suite just to realize you missed an essential part of your message after the fact.
Is your final video meant to be professional? Fun?Inspirational? Or even quirky? The tone of you video is extremely important that will affect what equipment and lighting that will be used, how the shots should be set up, and even what the on-camera talent are wearing. If you’re looking for more of an authentic angle, you would want something that is more conversational, has more playful music and has b-roll shots of people having fun in their everyday environment.
Once you establish the type of video you are looking to create, you can hire the people you’ll need to make it happen. For example, a director can really up the production value of your video. It’s totally normal for people to feel uncomfortable on set, and unfortunately this can come through on a video. Great directors know how to make people feel comfortable on camera. They can make an interview feel more like a conversation and know the right questions to ask, leaving you with corporate video footage that looks professional, and is well-spoken without being read offa telepromoter.
During the creative process, it can be easy to go down a rabbit hole and before you know it you have a really cool concept but it actually doesn’t solve the original problem you set out to. Pre-production gives you the time to check and recheck the over concept of the video to ensure it’s going to achieve the goal it is set out to.
Setting the foundation of pre-production ensures you go on shoot days fully prepared and can you a lot of time and money in the long run. It can also help make the entire experience of creating your corporate video is organized, stress-free and most importantly fun.
For more information about the pre-production process, or to get started on your next corporate video, email us at info@vinc.ca.
