THE THREE-STAGE PRODUCTION
PROCESS. STAGE 1 (PRE-PRODUCTION)
Appropriate time given to pre-production is
often under estimated, but one thing for sure is that if you fail to prepare
correctly you are almost certainly on the road to failure. Whilst those within
the client business will be experts in their own field, they are not expert
filmmakers. So, just as you would engage an architect to produce the blueprint
of a new building to make sure it's built correctly and is functional, the best
way to ensure preparation of a new video is done correctly is to engage a
professional corporate video production company.
corporate video production company should be able to supply more than just
camera and editing skills. It should be able to guide you through the process;
provide an experienced view on whether it contains the right amount of detail;
whether the suggested content correctly focuses upon the key objective(s) and
how the viewer will receive it.
Your production company should be
capable of coming up with practical and creative ways to engage, inspire and
emontions. With the increased popularity of video it should also aim to
deliver individuality to differentiate yours from those of others. This will
greatly increase the chances of success.
The consultation process
It seems obvious but your
production company needs to understand relevant aspects of how your
organisation works. It should establish the precise aims and objectives of your
film and even how you intend to distribute it.
In order to monitor that
the film doesn't waiver or its impact become diluted, you should make sure the
synopsis can be summed up in a sentence or two. Don't be too vague. "Getting
more clients" or "Increasing sales" isn't precise enough. The film should be
quite specific in what you are communicating; what you expect your viewers to
take on board and how you'd like them to react.
Don't forget, the film
is probably just one part of your marketing & sales "multi-touch" process.
It's therefore a misconception that cramming in every tiny detail offers better
value. In fact it's just the opposite. Doing so will make it more difficult for
your viewers to take on board the most important points you are communicating
and therefore you risk missing the primary objective. Information overload will
result in very little being absorbed.
Whilst it can therefore be a good
idea, at an early planning stage, to enrol the opinions of different people
within your organisation, it is not always possible to include all the ideas or
wishes of everyone. Your film cannot be all things to everyone otherwise it
will become disjointed and lose direction. One person in your organisation
should be designated as the overall project leader who will be empowered to
take decisions. Key executives who may be involved in the final sign-off
process must be kept informed.
| People, location and permissions
Many companies feel
that their own people should front their videos. In some situations this may be
appropriate, but people move on, sometimes to competitors. Professional
presenters and interviewers have specialist skills to confidently and quickly
deliver to camera, which gives a better impression and is a more efficient
production process. Where it is deemed appropriate for company personnel to go
on camera this can be a daunting and nervous prospect for the person concerned.
Ask the production company to meet with them before-hand and whether they
provide on location professional media coaching. A telepromter could also be a
usefull tool for them to provide.
Locations should be examined to ensure
they are safe, also to assess technical resources that might be required and
possibly stimulate creative ideas. Make sure all permissions are properly
arranged. Filming in public places may require permission from police, other
emergency or security services, property owners or councils. Personal filming
consents and waivers should be obtained and preferably signed.
Writing the storyboard and script
now learnt more about your organisation, the purpose of the film and essentials
to include, the producer should use its expertise and experience to develop the
concept, keeping the project on course ensuring the film does what it is
intended to do.
Even with a storyboard and script, there are still many
reasons why a film can fail. The storyline is unclear; it doesn't engage the
viewer throughout the duration; the content doesn't have sufficient relevance
to the aims and objectives; it contains too much information to absorb; it
doesn't have individuality to differentiate from others. Whilst you may have
pre-conceived ideas on how your film might look, which is fine, do listen to
the advice of your producer, who will have more experience than you about what
works and what doesn't.
Once the storyboard and scripts are written,
check them carefully. This is when any alterations should be made. Changes
during or after filming could be very costly.
You are at
Stage 2: Production
to Stage 3:
If you would like help creating
an effective theme and professional production for a company promotion about
your business or adverts for your products, why not give CorpFilms [UK] a call?
"It's what we're known for. It's what we do well"
CorpFilms [UK] specialises in 'high-end'
corporate film production. * Company Promotions * Web and Point of Sale adverts
* Training, Employee Inductions and e-Learning * Product 'How to' User Guides
& Demonstrations * Live Events and Award Ceremonies * Interactive
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