When producing commercial videos, there are three main steps: concept, filming, and editing. For clients like you, it’s really fruitful to understand the components that go into each step even if you work with a trustable video production company because knowing what going into the production helps us produce effective content efficiently.
At the planning stage:
At your planning stage, we typically ask about your budget. Many clients worry about committing to a budget as they don’t know how much the video production should cost or think that a limited or fixed budget might limit what they can get – but fret not. There are many well-known and successful commercials that have been done in a budget-friendly manner. Not all good things are expensive. Knowing your budget enables the producers to plan within means and directors to push boundaries to give you the bang for your buck. We believe that every project lets us build a strong portfolio, improve our skills, and get positive testimonials.
We also ask if you have any commercial samples that you like. Referencing the tone and style of those samples will help us understand the look, feel and impact you expect.
The first step is to develop a concept for your video. This includes brainstorming ideas, writing a script, and creating storyboards. This is how our concept process works:
To figure out the concept for your process, we meet with our clients and learn about their companies’ goals, target markets, and what they want to achieve with their video. If the clients have done videos before, we will also ask them to see these videos to understand their prevailing style. After that, our team gets to work on developing several concepts that we think would be a good fit. After the client has agreed on a solid concept, we can begin the production process.
Once a concept is chosen, we write a screenplay. This is where we’ll expand the concept into a story that can be filmed. Our creative writers research how audiences view your products and draft ways to introduce viewers to your product or service with a clear beginning, middle, and end. A good screenplay will have:
- An intriguing beginning.
- Likeable characters.
- A conflict that needs to be resolved, with a solution that relates to your product or service.
- Clever dialogue for the actors, memorable taglines for the video, and any other necessary on-screen text you might want to communicate to your audience.
- Relatable location and setting.
Once the screenplay is approved, our creatives will work with our Director of Photography (DOP) to develop a storyboard, to show a visual representation of the screenplay. The storyboard helps show how each key scene is presented, how characters are shown on screen and the pace of the script. This is to make sure that we are on the same page with the client before proceeding to the production phase, and for the production team to understand the creative direction of the DOP.
To bring our storyboard to life, our editor will create a video mockup for the client to visualise the pace and scope of the planned script. To create this mockup, the Director of Photography (DOP) find photos to show how the subjects might be lit, appear on the frame, and graphics will appear. If background music is part of the video, our editor will shortlist some music samples for client consideration. The editor will also use AI to voice the talking points. This way, even before filming, the client gets to experience the storyboard in video format.
Our producers will start putting together all the resources needed for the production.
We also ask about access to any possible filming locations, products and services, so that we make the best out of all your resources.
If possible and necessary, we will also arrange a recce to understand the lighting, framing, logistical requirements and staging area for the filming location.
To meet your project deadlines, we will create a project timeline with that identifies key milestones and target dates.
We will also secure the necessary manpower and logistics, such as makeup artists for subjects/talents, the crew, equipment, transportation, and props needed for the shoot, and editors for the editing period. To let the various parties know what time to turn up, how long the shoot will take, and what they need to prepare for, we will prepare a call sheet with all the necessary details too.
It’s finally time to film the commercial. On the production date, our crew would arrive much earlier than the interviewees. We will do our technical briefing and settle any onsite logistics (such as food and power), then set up the filming equipment. Getting the setup done before the talents arrive is important too because the talents might get anxious if they see the scale of the production, and is safer for the parties involved since there will be plenty of moving parts and soon-to-be-taped wires on the floor.
Talents and clients arrive for filming:
When the talents have arrived, we will proceed with make-up, get them mic-ed up, and seat them at the filming area for blocking and rehearsal.
When the interviewees and interviewers are ready, the first roll begins. Throughout the shoot, our director & videographers will facilitate to make the coach the interviewee on line delivery to them shine on screen.
Sign media disclosure forms, debrief interviewees and wrap up
End of shoot
Our crew will pack up and restore the shoot location to its original state
We will also back up the data and show our clients the raw interview if they desire
First cut: The first cut that our editors produce will follow closely the client storyboard and vision of the DOP, adapting any onsite changes into the video too.
We believe in first-cut-best-cut; We look at all the footage in its entirety and choose the best takes or combinations. We also add in some lower thirds and supers for the first cut so that you get to see what the final video might look like.
During this process, our editors are very acquainted with the footage, so if you have any parts you might want to include, they will be able to advise if there is a better take or if it would fit with the existing sequence.
For each version, we will send you a frame.io review link, so that you can view the video online (without having to download the incomplete video). Using the review link, you can comment on changes required for each frame and communicate collaboratively with your team. We can also reply to you directly if you have any questions there.
After receiving your comments for the first cut, we will proceed to make those adjustments. When most of the changes are made, we will begin adding supers and fine-tune the music choices.
Supers, especially text, require time for viewers to absorb the information. As such, they do influence the duration of clips they are applied on. So, for any desired graphics requested, we will also inform you of the adjustments in timings recommended. When all these have been added, we will remaster the music to fit the final length of the video perfectly. Finally, we will add the subtitles line by line.
When you are satisfied with the video, we will export the final file according to your upload requirements. Typically, this involves a subtitled and a non-subtitled version. If you need the video in multiple aspect ratios, we will continue the production to adjust the placements of the supers and subtitles.