Digital tools have become ubiquitous and easier than ever to use, but that doesn’t mean everyone with a smartphone is qualified to produce video or photo assets for businesses. When it comes to professional visual content that communicates clearly, and with strategic purpose, details matter.
During the pre-production and planning process details are considered, examined and questioned. Decisions are then made that will have an impact on the style, substance, look, feel, cost, and timeline of the production.
Before we ever get the camera out, there’s a long list of questions to be asked and answered. These range from the very broad to the very specific. If you can answer these top five questions, we’ll be looking great as we plan for the actual shoot.
Top 5 Pre-Production (Pre-pro) questions:
- What is the purpose for this video or photography?
- Who is the audience?
- How does this project need to make someone feel?
- What needs to be seen in the video – specific people, places, things?
- What should the voice of the video be – interviews, spokesperson, scripted VoiceOver?
- What is the purpose for this video or photography?
If we know the purpose of what you want to make, we’ll be able to offer ideas on how to capture visuals that will work toward that purpose in the most efficient way. Because we have such a wide skill set after producing numerous videos and photo libraries over the years, we can quickly develop ideas and suggestions on how to best capture what’s needed.
- Who is the audience?
Knowing who you are trying to reach is very important. We are able to advise you on styles, techniques and processes so that whether you are creating college recruitment videos for high school students, a patient testimonial for a healthcare institution, a trade show loop that will be in your booth at the next big event, or something else entirely, what we make together will resonate with your audience.
EXAMPLE: When studying the brain, details matter. The students and staff of the Neural Engineering Center, a combined effort between Georgia Tech and Emory University, develop hypotheses, collect data, and decipher new knowledge about how the brain works. As a way to promote the Center to future funders, students and staff, our mission was to describe the work done there daily, the discoveries they make and the collaborative community that makes the Neural Engineering Center such a special place.
- How does this project need to make someone feel?
Style is subjective, so it’s good to make sure everyone is on the same page in terms of tone and feel. We always ask, “Are there examples of videos or photography you’ve done or seen that you like, and what do you like about them?” Should the video be bright, fast-paced, upbeat and energetic? Or should it be slower, more thoughtful and introspective? We often ask ourselves, “How does it feel?” It’s important to note that a viewer is not going to remember everything seen or said in a video. But it’s easy to remember how a video or batch of photography makes you feel and the impression you’re left with. Word of mouth spreads because someone will watch a video and a few days later say something like “I really liked the people in this video I saw the other day and feel like we could do business with them.”
EXAMPLE: From the first call, Morgan Medical Center made it clear that “community” and “family” were not just common terms, but a common feeling among staff and patients. With that in mind, casting who would be on camera, what the lighting looks like, how the voiceover is presented, and the music chosen, all were details to be discussed and decided on because of their importance in how the finished series of videos will feel to the viewer.
- What needs to be seen in the video – specific people, places, things?
Brainstorming and kicking around ideas is the most fun part of pre-pro! This is when you often hear, “What if we did _______?” Or, “How about if we _______.” Or, “Would it work to shoot it like ______?” As a crew of curious individuals, we love collaborating with clients to figure out what will both look great on camera and provide imagery for a compelling story.
EXAMPLE: When crafting training videos, details matter. We recently produced a series of videos for Kamstrup, an international manufacturer of water meters and related equipment, that will be viewed by Distributors throughout North America who need to know not just the specs, but also the capabilities of specific water meter models in order to provide the best equipment and service to their customers.
- What should the voice of the video be – interviews, spokesperson, scripted VoiceOver?
We love conducting interviews with real people and are pros at teasing out great soundbites from those chosen to be on-camera, but depending on the purpose of the video, interviews are not always the best choice. An on-camera spokesperson (either employee or paid talent) speaking directly to the viewer is great for training videos and presenting specific information. Voiceover is the right choice when a broader view of the story will be seen and specific students, employees, etc. are not as important to the ideas being shared.