Will pretty pictures alone sell your
The answer is "Probably no". Competent filming and editing
is a fundamental requirement of all professional Video Production Companies,
however, "successful" corporate films extend far beyond the basic fundamentals
of moving pictures with sound. It is therefore NOT a foregone conclusion that
camerawork and editing skills alone will guarantee your film to be engaging and
Whilst some videos may "look nice", they might even have some
impressive action shots, a simple test to measure the effectiveness of any
production is to watch it just once, then ask yourself. "What did I
learn?", "How much of it can I remember?", "Does it inspire me to pick up the
'phone to talk with that organisation or buy that product?"
What type of producer do you want?
film production is not an off-the-shelf product, there are no set formulae.
Producers' specialties, production standards and resources vary significantly.
You only get what you pay for so this does of course also bring a wide range of
Corporate promotional films and product adverts are
about, communications, marketing and sales, so it's sensible to choose a
production company that understands and specialises in those specific
disciplines. Don't be too influenced by a producer's show reel that only has a
montage of slick imagery and music. Ask to see scriptwriting and storyboards
from previous productions as it's important to see structured workflows and
what's behind how the content is devised.
Production Companies normally
specialise in certain types of films. You would no more expect an epic film
producer to video a talking head or a 'V'log for your website, than expect a
keen amateur to produce a TV documentary, so a wedding videographer, TV
cameraperson, photographer or a friend who has just completed a media degree
would not be a good choice to produce a marketing promotion or product advert.
Importantly, the underlying skills differ.
The most important point to take away
differences and take account of them in your decision process. If you don't you
may end up with a montage of moving images that could easily be similar to your
competitors; that doesn't differentiate your organisation with compelling
reasons to engage with you and therefore doesn't achieve your aims. Your money
and the opportunity will have been wasted as it's unlikely you will get a
second chance to make a first impression!
So what's the next step?
Provide a short "initial"
Give an overview of your organisation. Write a synopsis
of your "primary" objective. Simply stating "To get more sales" isn't accurate
enough. Identify the main points you wish to communicate, anything you wish to
feature and their locations. Don't attempt to achieve too many objectives or
overload your list of items to be included assuming you will get more for your
money. The exact opposite will result. Many films fail because viewers struggle
to take it all in, achieving less, if anything at all.
Identify who your
target audience is, what you want them to do, how you plan to show your film
and any critical timescales.
Finally, costing levels are first guided by
clients and not the production company so an indication of your budget will
guide the producer what options can be considered within your price
A competent Production Company should be able to respond with
provisional ideas, an indication of what might be produced within your budget
and a closer estimate of the actual cost.
It should be noted
that a conscientious Production Company will not yet be in a position to
provide you with a detailed storyline, but should be able to demonstrate that
it has a good understanding of your project. At that point you need to decide
whether you wish to proceed and with whom.
Now the real work can begin
It's important to
re-visit your "initial" brief and update it (see below), having discussed it
with your chosen producer.
Further details and the likely production
requirements can be established during the Pre-Production process. This is a
creative process that should be allowed to "evolve" without too many
The Production Company should be able put
forward their ideas and suggestions how to achieve your aims. Have an open mind
and be willing to listen to its advice, after all they are the
Only when everything has been agreed will it be possible
to assess all the required resources, enabling the producer to finally provide
an accurate fee based upon those proposals, produce a script and storyboard for
your approval. Finally, arrangements to start filming can now be put into
Appointing the right Production Company is the most critical decision you will
make in the entire process. It is paramount that you identify which company
approaches your project with the specialist skills, resources and emphasis upon
how best to achieve your objectives.
2/ A clearly thought through
written brief with defined objectives will guide you, your production company
and also be a measure by which to judge the finished film.
pre-requisites are the most significant contributors to "success" or "failure".
Remember, it's not just about producing pretty moving pictures.
So how do we compare?
Whilst the show reel
above includes a brief overview, the process we follow is methodical and
* We offer our clients a '10 Point
Guide To A Successful Filming Brief ' enabling the initial brief to
* Ours is a
Three-stage production process to get everything exactly
If you're planning a production
why not give CorpFilms [UK] a call? We follow a structured process to deliver
"It's what we're known for. It's what we do