Corporate Video has become a significant piece to solving any corporate marketing strategy. With so many options in the market for corporate films, explainer video productions and even better offers and competitive pricing it is possible to get sidelined and miss out on producing a good quality corporate video for your organisation.
It’s hard to book appointments with leadership and it’s difficult to block a date for a shoot. There might be too many stakeholders involved in the approval process that might not have the necessary experience while dealing with video production. The accounts and procurement team may pressurise the business owner to pick the most cost effect vendor. The vendor might not understand the target audience and intent of the production and create something completely different from what is expected. Don’t be too hard on yourself.
In this blog, I’d like to candidly share some tips to create quality corporate video productions and also take you through the different steps and workflows involved in producing your corporate film.
When you are commissioning a corporate video production it’s extremely helpful to have someone internally onboard with experience in dealing with corporate videos with external vendor production companies. Having someone on your side will give you a better perspective on deliverables and will also help in translating the right and required information for the inputs and briefs for your video.
Expectations v/s Reality
Often, our expectations are a bit different from the ground reality. We expect a 5-minute interview to be completed in 10 minutes but in reality, it could take even up to two hours or more. Maybe, the security at the gate didn’t have prior notice that equipment was to come in for the video shoot. Or the admin and facilities team weren’t available to give access to raw power for the lighting equipment. Corporate professionals are not actors, sometimes they might need more time to get comfortable in front of the camera and several retakes later you might get an acceptable delivery. The process requires patience and foresight that everything might not go according to plan. Considering all contingencies is imperative to any production.
The Brief, Story, Written Edit and Storyboard.
As a business stakeholder, all you need to really concern yourself about is understanding your audience. Typically, you have the primary audience that will consume the video and your secondary audience who are other stakeholders in the project that will approve the video for mass consumption. It’s imperative to understand both their requirements and expectations. Finding the right balance by making a video interesting enough for your primary audience, meanwhile, communicating all the mandatory information from your other stakeholders is the key to creating a successful brief. Most production houses will take it from there and will be able to come back to you with a story. And if something is left out they will share data and experiences on how adding certain elements like your origin story, emotions of motivation, confidence and strength and an overall satisfying tone of growth and achievement can complete your story and make it more palatable for your audience to invest in.
Corporate Video Production
A corporate video production leverages on the foundation of having an experienced crew. A cameraman, director of photography and director ensure that the set and shot is thought through with optimum lighting, camera settings, camera movements, equipment and audio levels. A sound engineer takes responsibility of capturing quality audio that is either recorded separately or fed back into the camera. An art director might work on creating a set with props if required. A makeup artist and stylist will ensure that the talents are camera ready. The assistant director typically works with the talents, helps them with rehearsing their dialogues and deliver their parts to the camera. The director oversees the video shoot and ensures that the scenes and takes progress and are up to standards. Camera, lighting assistants and the production manager take care of all the nitty-gritty of setting up the equipment and moving things around.
A backup of all footage is always stored. Good takes are separated from the not-ok takes and the editor starts to work towards developing the first cut. In parallel, music, voiceover, special effects and graphics are developed that also go into the video edit. Here is a crucial part, everyone needs to know that the first cut is a rough cut and is not the final video. Insisting on polishing up and finishing the video can cause a lot of havoc in the workflow. Because even a small change can ripple into redoing the voice over, re-creating the music track, choosing another piece of footage and so on. I couldn’t stress more here, GET APPROVALS! Only once the first cut is approved, get into producing and finishing the video with all effects. The first cut is going to look dull and raw, this part of the video is to understand the flow and if the story is coming through clearly. It’s also a good time to recommend all changes that need to be done. Avoid creating something completely different from the original storyboard because you could be left in a mess. Encourage stakeholders to recommend changes within the boundaries of the deliverables of the project and within the confinement of the approved storyboard. This will ensure on-time project delivery and keep any additional costs to the minimum. On approval, changes are made, the video goes through colour grading to match different scenes and cameras and gives it that visually appealing cinematic or corporate style look.
If you have any questions related to corporate video productions. Feel free to send me your message from the form below.