Ok, great, you have made the bold decision to try video marketing, but making your first corporate video can be daunting in and of itself. What type of video should I make ?
How much of a budget should I allocate ? How do I make sure that I get my money’s worth ? And the most important question of all, what is the ROI, the return on investment for making a corporate video investment ?
Our next step is helping you understand what making a corporate video entails ? What really goes on during your corporate video production ? Here is our breakdown into the steps that goes into producing a corporate video to help you navigate the muddy waters.
Think of it like the beginning, middle and end. In the most simplistic way, there are 3 stages to corporate video production : the pre-production, production and post production.
What happens in the pre-production stage of a corporate video ?
VISION AND OBJECTIVE OF YOUR VIDEO
The first thing and most important step to make is to work out what your objective for your video is.
Why do you want to do this video ? Is it to get more sales ? Is it to get more people aware of your product or services? Is it a Product launch ?
The first thing we need to iron out is your objective for your video. From there, we identify your target audience.
SCRIPTING & STORYBOARDS
This is the stage where we will work with you on your storyboard and/or scripting, perfecting it on paper before we move on to the production stage.
Think of the script or storyboard as the blue-print or backbone of the project. Just as a house needs a blue-print before it gets constructed, a corporate video needs a script outline or a storyboard before any filming or production on it starts.
But wait a minute, is there a difference between the script and the storyboard ?
Even though some people use it interchangeably, the script and the storyboard are actually two different things. The script usually refers to the filming script or the shooting script. A script is more text form in nature, and it usually involves videos that are longer than 30s in duration. A storyboard is a more precise and more graphic version of the script. Because of its nature, it being more graphic based, the scenes in the script are illustrated right down to the selection of shot size, it is harder and more time consuming to create. Storyboards are usually reserved for video productions that are shorter in length, usually around 30s to 1 minute. However, It is not unheard of for film scripts to be storyboarded, provided you have the budget to graphically illustrate the whole film script.
From the storyboards / script, an experienced producer will be able to see and plan the requirements of the production shoot and manage the time-line for delivery.
From the script, a few things need to be determined for production planning.
First off, does the video production require any talents ? If talents are involved ? Do we need to cast and audition the talents ? If talents are engaged, do we need hair and make-up ? Do we need wardrobe design ?
Secondly, have the locations for shoots been secured ? Is there a need for location scouts ? Is there a need for location setting ? Is there a need for prop preparation ?
Thirdly, any need for special filming equipment ? For example, the use of drones ? The use of a lazy susan for product demo shoots? Do you need stunt men ? Do you need to rent a car ? Or do you require black out cloth to shoot scenes that need dramatic lighting ?
If its a simple corporate interview shoot with your CEO in his office, most of that is taken care of automatically. But we will probably still need a shooting script to determine the content and what needs to be filmed for B-rolls.
For those who might be interested to find out about what happens behind the scenes of a film shoot please click here.
Usually for corporate video shoots, we will work with clients to generate a shooting script as the blue-print of our production. The shooting script is usually delineated into four columns:
- Timing – this column will give you an idea of the entire duration of your corporate video. It will also give you an idea of the duration that you have allocated for each section. For example, in a 3 minute corporate video, we will usually start with the opening or introduction of the video and this typically lasts 30s – 45s. After that we will go into the body of the corporate video which will usually last about 2 minutes, before we finish off with conclusion, which usually lasts about 30s in a 3 minute corporate video.
- Video – in this column, we will clearly describe in words what you will see in the video. This column consists of the visual or video aspect of the entire corporate video. The video components can be a mix of stock videos, or stock footage, photos, or text or it can be something that will be filmed during the filming or production stage.
- Audio – in this column, we will clearly describe in words what you will hear in the video. From the type of music used, to the voice-over narration, this column is used to illustrate what viewers get to hear in the corporate video. If the corporate video consists of testimonials or interviews with CEOs, or customers, we will usually just indicate the leading questions that will be asked for this section of the corporate video.
- Remarks – under this column, we will usually highlight anything outstanding or unusual that needs to be taken note.
Working on the shooting script will usually take about two – three weeks and once the shooting script is finalised, we will then begin to breakdown the script into a shooting schedule.
If there is live-action filming involved, we will next plan a shooting schedule and site recce for our production stage.
LIVE ACTION FILMING
What is live-action filming, you might ask… is it action filming like Indiana Jones ?
Well, if we are filming dramas or shooting Hollywood movies, yes it is.
But for corporate video production, live action filming usually involves filming of interviews or testimonials to illustrate the corporate video, filming of B-rolls to complement interviews, filming of events that might complement the interviews, filming of products and/or services that might complement the interviews or testimonials.
If no live-action filming is involved, usually because all footage consists of graphic animation or motion graphics, then we will go straight to post-production.
What is B-rolls ? Huh are they bread-rolls ?
In film and television productions, B-roll footage is the secondary video footage shot outside of the primary ( or A-roll ) footage.
And in our case of corporate video production, A-roll or primary footage usually refers to the series of interviews that form the backbone of the corporate video, and B-roll or secondary footage usually refers to the video footage that is taken or staged to illustrate or complement the primary footage.
For example, if the interview segment for your corporate video is about an introduction of your company. And perhaps in your introduction you talked about the size of the company, and the importance of talent in your company. Then we will film corresponding B-rolls, perhaps of your employees busy at work, having meetings, doing presentations…etc, to illustrate your introduction.
A shooting schedule is necessary because not everything can be filmed sequentially according to the script sequence or storyboard sequence.
For example, as a rule of thumb, we will usually schedule outdoor shoots, or any shoot with an outdoor component early in the morning for the very simple reason of weather.
Firstly, it is much cooler to shoot outdoors in the morning. Not only that, the color temperatures are cooler, the sky is not as hot, the details of any exterior are not as white-washed and on top of that, in the event that it rains in the morning, we can immediately bring forward the indoor shoots segments and reschedule the outdoor shoots to the late afternoons.
Thus, a shooting schedule is absolutely necessary so that we can work with available resources to plan a better, more efficient and smooth shoot.
At this stage of production, we will need to see if the script or storyboard requires the casting of talent, the requirement for location, the need for wardrobe design, the type of film equipment and crew needed to executive the script / storyboard efficiently.
LOCATION / SITE RECCE
A location or site recce is a purview of the shooting locations, to ensure that the location is ideal for shoots. We also need to make sure the shooting site is ideal and clear of any obstructive noise if we are filming any interviews during the shoot. There may be some cleaning up of the filming locations that needs to be done before the shoot starts. Sometimes a location might need additional equipment for filming, and that is something we cannot anticipate without a site recce.
What happens in the production stage of a corporate video ?
- If a shooting schedule is well-planned, production days or shooting days should be the least stressful stage, as everything will fall into place. It is just merely execution.
- On average a 3 minute corporate video usually takes about 2 days to shoot but the number of shooting days may vary depending on the complexity of the video requirements.
- On average, one shooting day usually lasts about 10 hours, with one hour in between for lunch breaks.
What happens in the post-production stage of a corporate video ?
After production or shooting is completed, we move on to the post production stage. This is where we will piece together what we filmed, together with graphics animation, stock footage and or photo animations, according to our shooting script.
On average, this process usually takes about 1 week for a first draft of a 3 minute corporate video.
A pleasant and professional voice-over to narrate elements in your corporate video would greatly enhance the production quality of your corporate video.
A professional narrator will carefully enunciate crucial elements of your corporate video and thus, including a professional voice-over would elevate your corporate video a notch above the rest.
If the corporate video requires a professional voice-over to narrate parts of the video, we will usually edit the video with a guided voice-over track before we finalise it with the actual voice-over. This is done so as to allow clients to have a sense of the final product, while minimising costs.
GRAPHIC ANIMATION / MOTION GRAPHICS
Depending on the type of your corporate video, some may require extensive motion graphics. Incorporating motion graphics can be an important element towards making your corporate video stand out. Having a mix of filmed footage, graphic animation, photo animation is crucial in making your corporate video presentation engaging to the viewers thereby achieving your vision and objectives.
Now that you have a clearer understanding of what goes on in every stage of the production of your corporate video, its time to start your engines, get your creative juices flowing and engage us to assist in creating your desired video!