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.
