Odds are you’re running around with a camera in your pocket all day every day. It seems like it’s getting harder and harder to find the line between home movies and professional content. In many video production jobs, especially in the corporate sector, efficiency is valued over quality.
In other words, get it done quickly and cheaply, and then if there’s time you can do your best to try and make it better. And why not? We’re all running around with cameras in our pockets. Making video is more accessible now than it was even just five years ago. If you’re not a big brand like Apple, Nike, or Coca-Cola, you might not have the luxury of setting up an intentional, focused marketing campaign.
If that describes you, you’re probably more focused on product than building a brand. While building a brand is important (you can read more about creating a brand video here), and quality content is an important part of that equation, sometimes you just need to get something done simply and quickly. So why bother with pre-production in a deadline driven, corporate production environment?
Because you can’t afford not to get it right the first time. Taking a minute to explain expectations for content and execution can save you HOURS in post-production. If you’re so worried about it being done fast, doesn’t it make sense to make sure the work doesn’t have to be redone?
Whatever your budget is for a video project, remember it’s directly tied to the number of resource hours your using. That includes production and post-production. If your film crew doesn’t know what they’re supposed to be doing or you’re making decisions on-the-fly during production, you’re not only increasing the risk of mistakes on set, but setups and filming will take much longer. If things change last minute during production, there’s a good chance your video editor won’t be on the same page either.
Pre-Production can be as simple as completing a few statements.
1. We are making _________. Seems simple enough, right? Just fill in the blank. It doesn’t matter if it’s a Facebook ad or an event promotion. Be clear about what you need from your team.
2. Visually, it should look _________. In a few sentences or less you should be able to summarize what the visual tone should be. Is it bright and energetic, or dark and creepy? If we are trying to match existing branding, this becomes even more important.
3. We need to deliver it to_________. Is it going to a director for dailies or a digital media team for multiple platform distribution? There are multiple outlets for video (social media, website, email, etc.), especially in the corporate sector. They all have different dimensions and layout options, so understanding the intended destination before production is key. For example, you plan on using the video on IG Stories, but without that direction, your team films horizontally at a standard video ratio – which won’t work on the intended platform.
These statements don’t have to take hours. In fact, if you’re in a time crunch, and you can’t complete them in less than fifteen minutes, you’re probably not ready to initiate a video project.
Still feeling like you don’t have time for pre-production? If the deadline is THAT tight, treat pre-production as a quick briefing meeting instead of a formal process. The important thing to remember is your team and crew will need the information at some point. You need to focus on putting your team and crew in the best possible position to succeed by setting expectations up front.
There are exceptions to every rule, and sometimes you have to whip that camera out of your pocket and capture something in the moment. And that’s totally okay. However, if your goal with using video for your business is to establish a brand and build an audience, We’d encourage you to be more intentional with your content as much and as often as you can.