Blog : Video Pre-Production

PRODUCT VIDEO PRE-PRODUCTION PART 8: PREPPING FOR THE SHOOT
John Weaver

PRODUCT VIDEO PRE-PRODUCTION PART 8: PREPPING FOR THE SHOOT

In this series, we are exploring the production decisions which need to be considered when making videos for your products. Video, as a combination of audio and visual, gives you multiple ways to present your message. Understanding the options available to you, and the time/money/engagement implications of each, will help prepare you for your first meeting with a video producer.

Everything is finally coming together. You have a script, talent, and location. By now the work load has shifted from you to your video producer who is hard at work on the minutiae. This is no doubt a relief for you, but what is she doing right now? What follows are just a few of the things that may be in the works as your shooting day approaches.

Storyboards
Depending on the complexity of the shoot, your producer may be putting together storyboards – a visual representation of the upcoming shoot which resembles a comic book with their paneled layout. The goal is to ensure that all the pieces being planned come together smoothly on the day of the shoot and during editing. Some situations which benefit from having storyboards are when shooting on location, when multiple actors are in a scene, when incorporating graphics/animations into live action, and when putting multiple scenes together.

Shot List
Either created as a stand-alone or generated from the storyboards, the shot list is a linear description of the shots to be acquired. Each shot usually begins with a framing descriptor such as “wide/medium/close up shot” followed by a brief description of the action. Camera movements and angles may be a part of this list. While organizational in nature, this list also helps the producer add creative interpretation to script.

Shot Order
Most videos are not shot in the order of the script. A producer will break down the shot list into a shot order to make the most effective use of the day. For example: if an actor is only available for half a day, all the shots with that actor will have to happen within that window. In other words, the producer looks at all the variables of the day and plans the timing of the shots accordingly.

More Lists
Other organizational lists which are generated from the original script:

  • Crew list
  • Equipment list
  • Prop list
  • Wardrobe list

Pre-production is now complete, and so is this series. Did you find it helpful? Let me know in the comments!

PRODUCT VIDEO PRE-PRODUCTION PART 7: FROM IDEA TO SCRIPT
John Weaver

PRODUCT VIDEO PRE-PRODUCTION PART 7: FROM IDEA TO SCRIPT

In this series, we are exploring the production decisions which need to be considered when making videos for your products. Video, as a combination of audio and visual, gives you multiple ways to present your message. Understanding the options available to you, and the time/money/engagement implications of each, will help prepare you for your first meeting with a video producer.

In our last article, we began the process of identifying the key talking points and conceptualizing how to present the information. The first document in the process is called a treatment and is a high-level overview of what the video will be. The next step in the workflow is to create the script.

The script is the single most important document of the preproduction process. The goal of the script is to identify all the elements which must come together to make a video which fits the vision laid out in the treatment. It is the comprehensive document which details exactly what information is to be imparted (usually in the form of dialogue) and includes notes such as the location, what graphics are to be used, what music plays and when, and how one scene will transition to another.

Perhaps you’ve seen a movie script – a roughly 110-page document full of scene headers, exposition, and dialogue. While containing these same elements, the script for your product video can be much simpler. Consider this script for a line of motion-sensing light bulbs written by a client of mine. The most important aspects are present: the dialogue for the narration, the location and description for each shot, and graphics. After some revising, here’s how the final video turned out:

The script will not be the last document to be created before the video is shot. But once it is done, the work load will now shift over to your video producer who will use it to generate shot lists, storyboards, crew and equipment lists and other organizational documents. The next article will go over the most common of these so that you can be familiar with how the producer will take your vision and make it become a reality.

Questions or comments? Leave them in the section below!

PRODUCT VIDEO PRE-PRODUCTION PART 6: IDEATION
John Weaver

PRODUCT VIDEO PRE-PRODUCTION PART 6: IDEATION

In this series, we are exploring the production decisions which need to be considered when making videos for your products. Video, as a combination of audio and visual, gives you multiple ways to present your message. Understanding the options available to you, and the time/money/engagement implications of each, will help prepare you for your first meeting with a video producer.

Pre-production is the process of creating and refining the plan for making your video. It starts with broad ideas which then get chipped away at until a solid understanding of Who/What/When/Where/How is achieved. The goal during this phase is to make all the important decisions so that the next two phases, production and post-production, are a simple matter of following the plan.

As the client, the workload starts on your plate. You are the expert on the product, the brand, the company, and the audience. Since the video will be serving your marketing needs, you should have a solid understanding of your message and who you are talking to before you sit down with the producer. I recommend having a bullet point list of 5 items or less to my clients who want a two-minute (or shorter) video.

The first real document in the process is called the treatment. No more than a paragraph or two, it provides the highest-level overview of what the video will be. It will take the talking points you’ve identified and introduce the creative way in which that information will be imparted. This is the first step which a producer will be able to assist you. It is quite common for a producer to take your information and write up several treatments which illustrate ways to structure the video.

While working on the treatment you will also begin to consider the topics we’ve previously gone over: talent, location, and graphics. The budget should also be at the edge of your thinking – either the one you have to work with or the one you are trying to figure out. I tell my clients to think big while working on the treatment. I want them to have their best ideas before letting the reality of their situation (budget and other resource availability) bring the ideas back down to earth. That way there will always be some nugget of the original vision in the final video.

The treatment is your guiding principle; your thesis statement. In the next article, we will go deeper down the rabbit hole as we cover the ways in which that idea becomes the actual video. Have a question or comment? Please leave it below and be part of the discussion!

PRODUCT VIDEO PRE-PRODUCTION PART 5: LOCATION LOCATION LOCATION
John Weaver

PRODUCT VIDEO PRE-PRODUCTION PART 5: LOCATION LOCATION LOCATION

In this series, we are exploring the production decisions which need to be considered when making videos for your products. Video, as a combination of audio and visual, gives you multiple ways to present your message. Understanding the options available to you, and the time/money/engagement implications of each, will help prepare you for your first meeting with a video producer.

Ideally, your product videos will be shot at a video studio which has been optimized for all the technical requirements. Your video producer will be completely familiar with the space and how to work within it. Most studios are “empty” sets which consist of a large space with white walls or “sweeps” – where the wall curves into the floor to give the illusion of limitless white space. If you are in a large urban market, you will probably also be able to find built in kitchens, living/office spaces, and green screens (for when you want to digitally insert your own background). Depending on the size of the space, and the market you are in, a day in the studio can cost $500 up to many thousands of dollars.

Today I am going to assume that a professional video studio isn’t in your budget. Do not despair! You still have many viable options. Here are some prime examples:

Shooting at your office/facility

Pros: you control the location; the product and SMEs are already there; you can customize and brand a space for recurring video shoots

Cons: it might not have the “look” you want; it might not meet other space considerations (see below)

In the home of a coworker

Pros: an already dressed set for household products; minimal cost (you should consider compensating the coworker with SOMETHING); if you’re lucky, the home will come with a built-in cat for your cat tree product video

Cons: the available home may not properly present your product; the owner may not want furniture/items to be moved (as will certainly need to happen); the built-in cat may not want to perform (working with animals to be addressed in a future article)

Public space

Pros: provides more relevant options for product display (such as a gym for exercise apparel or a golf course for a line of drivers)

Cons: will probably need permission for use (or a permit in the case of a municipality space) which usually includes monetary compensation; pedestrian traffic (“Hey, are you guys making a movie? Can I be in it? My daughter was in the school play…”); weather is always a factor during exterior shoots

No matter what locations you are considering for your video shoot, here are other key factors to keep in mind:

Space

Shooting video requires room – room for the product presentation, room for the lights, room for the camera lens (depending on focal length), and room for the supporting crew. A 10’x10’ space will be too small for most shoots. High ceilings are preferable – over 10’ clearance for lights. The room or space should be away from the normal building activity. If using an open space such as a warehouse, what will be in the background? If shooting in a small conference room, a wall right behind the subject will have shadows on it.

Noise

If there is a live presenter then you must factor in the ambient noise of the space. This includes intercoms, telephones, HVAC, room echo, noise from neighboring space (like a warehouse), and exterior traffic (trucks, planes). While a product video is more forgiving with audio quality then an HBO program, you still want to minimize anything which might distract your audience.

Power

While newer production equipment has lower power consumption (LED lights) or runs off of batteries (cameras), there will almost always be a need to plug equipment in. In the case of traditional tungsten lights, multiple circuits may be necessary to avoid tripping a breaker. Batteries need to be charged. The product itself may need to be plugged in. Check to see the number and proximity of wall outlets in the space you would like to use (and know where the circuit breaker is, just in case).

In our next article, I will dig into the process of getting from an idea to actually shooting. Get ready for buzzwords such as treatments, storyboards, scripts, and shot lists! As always, please share your thoughts in the comment section below.

PRODUCT VIDEO PRE-PRODUCTION PART 4: GRAPHICS
John Weaver

PRODUCT VIDEO PRE-PRODUCTION PART 4: GRAPHICS

In this series, we are exploring the production decisions which need to be considered when making videos for your products. Video, as a combination of audio and visual, gives you multiple ways to present your message. Understanding the options available to you, and the time/money/engagement implications of each, will help prepare you for your first meeting with a video producer.

Today we are going to discuss using graphics in your product videos. You are already aware that graphics can be added to a video to introduce information to your audience. What I would like to focus on in this article are the considerations to be made when including them yours.

Planning for Graphics

The inclusion of graphics and animations should be part of the planning process. When writing a script, it should be noted in what manner the information will be imparted (a future article will discuss the methodology of going from idea to script to shooting). By knowing that a graphic will be included in a scene, the videographer can frame the shot appropriately. And if an animation is desired, the producer can discuss with you the amount of time it will take to create and, thus, the impact to your budget.

Repurpose Existing Graphics; Reinforce the Brand

Brand logo in product videoArguably the most important reason to include graphics in your product video is to reinforce your brand image. You already have graphic files for your company name and wordmark. Your colors have been defined. You may even have a style guide which dictates the size and relationship between different branding elements. Put those to use in your videos for brand conformity!

When planning your video(s) with a producer, you may wish to introduce her to your Creative Director/Graphic Designer so that they may begin coordinating the transfer of assets. Certain graphic file types lend themselves better for use in video (e.g. vector files such as .ai, .eps). Those conversations may be too technical for you, but your Creative Team speaks the language and curates the asset library. There may also be times where some of the work of creating additional graphics can be done by your own internal team (who are already salaried) in collaboration with the producer, thereby guaranteeing cohesion AND saving you some money.

Visually Engaging/Enhancing

Graphics are an easy way to add visual appeal to what may otherwise be a bland presentation. When animated (changing or moving over time), they trigger our brains’ natural inclination to notice movement. Using the same colors found in your logo and other branding assets helps solidify the relationship between the video, the product, and your company. And, of course, they offer another layer of creativity to tell your product’s story.

Additional Info

Text is another way to add info to your product videoThe most practical reason for including graphics is adding another layer of information to your videos. Text can supplement a voice over or it can be the primary source of information. It has occurred on more than one occasion that a client has kicked a draft of a video edit up the ladder only to be told that something important needs to be clarified. Notating a video with text during editing will spare you from costly reshoots!

 

In our next article, we will talk about the three most important things about shooting your video: location, location, location! As always, please share your thoughts in the comment section below.

PRODUCT VIDEO PRE-PRODUCTION PART 3: USING IN-HOUSE “TALENT”
John Weaver

PRODUCT VIDEO PRE-PRODUCTION PART 3: USING IN-HOUSE “TALENT”

In this series, we are exploring the production decisions which need to be considered when making videos for your products. Video, as a combination of audio and visual, gives you multiple ways to present your message. Understanding the options available to you, and the time/money/engagement implications of each, will help prepare you for your first meeting with a video producer.

In my last article, I wrote about the value-add of hiring a professional actor/model/voice over talent for your product videos. But let’s say that your product doesn’t require a paid presenter. Sure, it would be nice to have someone on camera who is perfectly comfortable memorizing a script and acting, but it’s not always feasible. Your next stop is your own team of Subject Matter Experts (SMEs).

I can hear your anxiety rising so let’s step off to the side and have an honest conversation…

OK, look, I get it: you’re worried about putting an amateur, a non-actor, on camera. You want this video to look good, sound good, BE good. But if we’re not going to pay an actor to come in and do this then we need people who know what the heck they’re talking about to do it. That’s you, Susan, and Bob. And, hey, Susan has a great outgoing personality – let’s talk to her. We’re not making a prime-time drama here – we just need someone who can competently present the information and take a little bit of direction. OK? OK. Back to set.

SMEs are a great resource for your product videos and they can be directed while doing what they do best: talking about the product. This is especially true if you are communicating with an audience in the same industry as you (as opposed to the general public). That’s because you and your team speak the secret language of your product; you know the terminology, pronunciation, and inside jokes of your industry.

Using a SME is also beneficial if you have a social media presence (because, of course, you DO have a social media presence….riiiiiight?). As you repurpose your video for your social network, your expert now becomes THE expert in the eyes of your audience. Susan becomes something greater than just a SME – she becomes an Ambassador for your brand. And while it is true that her delivery might not sound as fluid as one given by an actor, today’s online audience knows the difference between entertainment and information. Remember why your audience is watching this video – for the information!

In our next article, we will talk about more ways to visually inform your audience using graphics and animations. As always, please share your thoughts in the comment section below!

PRODUCT VIDEO PRE-PRODUCTION PART 2: USING PROFESSIONAL TALENT
John Weaver

PRODUCT VIDEO PRE-PRODUCTION PART 2: USING PROFESSIONAL TALENT

In this series, we are exploring the production decisions which need to be considered when making videos for your products. Video, as a combination of audio and visual, gives you multiple ways to present your message. Understanding the options available to you, and the time/money/engagement implications of each, will help prepare you for your first meeting with a video producer.

One of the first things I urge my clients to consider is including the human element in their videos. When you are giving information to your audience, the presence of a person is the surest way to engage their interest. In a perfect world, you would have (insert famous actress of choice here) as your spokesperson. She would show up on set, vamp your product to the camera, and revenues would shoot up over night. But you can’t afford her, let alone even know how to contact her. So, who should you put on camera?

Let’s address the elephant in the room: bringing in an actor, model, or voice over artist is going to have a significant impact on your budget. It might be as little as $200/day for someone who is just beginning, to over $1000/day for someone who is a veteran of her craft. While it’s not always necessary to bring in professional talent (as will be addressed in the next article), there are times when it is an absolute necessity.

Case in point: You have a specialty line of capes (hey, I hear they’re making a comeback!). You’ve chosen to use a heavier fabric which keeps the cape from fluttering in the breeze. You’ve also designed it so that it can be pulled around the body and clasped in the front for those colder days. Now, you can put one of your capes on Dave the mailroom clerk and take a video of him meandering through the parking lot (Boo! Hiss!) or you can hire a model to demo the features and benefits of the cape (Yay!).

A model has been trained to be a vehicle for the apparel. He understands how to use his body to properly present the weight and the cut of the item. He knows how to take direction from your product designer to ensure that every facet, every bit of functionality, is shown with grace and ease. He understands that the camera is the eye of the viewer and he will flirt with it. Dave, on the other hand, just wants to maintain his dignity and clock out at 5.

The same reasoning can be applied to hiring an actor to tell your audience about your product. Actors know how to use their voice and their bodies to convey feeling and emotion. They will take notes from you and your video producer/director and translate those into performance. In short: they are a value add for your product; a worthwhile expense, should you be able to afford it.

But what about when you have a limited budget? Do not despair! In our next article, we will talk about drawing upon your own talent pool. That’s right – there may be a new star in your organization who is ready to shine!

As always, please share your thoughts in the comment section below!

PRODUCT VIDEO PRE-PRODUCTION – PART 1: CONSIDERATIONS (AN INTRODUCTION)
John Weaver

PRODUCT VIDEO PRE-PRODUCTION – PART 1: CONSIDERATIONS (AN INTRODUCTION)

 

When presenting your product online, there are two things that are absolutely necessary: a written description and at least one image. While this suffices for many products, such as the pen holder on your desk, your new line of motion-sensing light bulbs would benefit from something more – a video demonstration. After all, how does a photograph show the light responding to someone walking into a room? How does a product image demonstrate the ease of installation? Video can show the value proposition of your product in ways that still images can’t.

As with photos, there are many decisions to make in how to present your product. But as a more dynamic presentation vehicle, video gives you more ways to communicate with your audience. So, where to begin?

Let’s go out on a limb and say that the top two goals of a product video are to inform and influence the consumer. A no-brainer, right? Let’s go a step further and say that these goals are going to be influenced by two primary factors: budget and brand identity. You’re not going to put more into it than you expect to get out, right? And it must fit in with your marketing strategy, otherwise you’re going to confuse, and possibly alienate, your customers.

Of course, as the smart marketing professional that you are, you already know this. What you DON’T feel comfortable with is how this all translates into video production. Over the next few weeks this series on business video pre-production will explain the relationship between informing your audience and the financial impact of your decisions. We will look at choices such as equipment selection, locations and sets, professional talent vs. your SME (Subject Matter Expert), audio considerations, graphics and animations, and more. The goal is to prepare you for your first meeting with a video producer so that you are already aware – even ready – for the choices which will follow.