How to Make a Video

There are three approaches that you can take when planning a video. The first is what is called an "Empirical approach" which essentially means an unplanned format. Everything is filmed and a script is written after, making sense of that which was filmed.

The second approach is the carefully planned and structured approach, where every last detail is taken into consideration and planning is followed by the book.

Finally, there is a combination of the two, considered the best way in which to produce a video, because you have the structure of your set plan, but allow your self the versatility of chance happenings.

We have chosen to highlight the aspects of the planned approach. As you may or may not know, video production comprises of three phases. Over the next three issues we will highlight each starting with pre-production, followed by production and development, and finally post production.

Phase 1 - Pre-production

During this phase of your production, all activities required in preparing for the shoot are covered extensively, and below are listed the different tasks that will have to be completed.

Planning the video

Planning the video is exactly what it claims to be. Start with the idea and allow time to consider aspects such as subject, time and communication goals.

The subject should be easy, and when planning a running time, eight to ten minutes is ideal for a corporate video. Communication goals include what occasion the video is being created for, what message you want to convey, who is the ideal viewing audience and what is their level of expertise, or what do they already know about the company.

The Skeleton

Decide what needs to be covered in the video and sketch out a rough skeleton of ideas and main points that you wish to get across in the introduction, body and conclusion.

Decide on an approach

During this portion of the pre-production phase decisions need to be made and the actual production needs to be considered and planned for. Ideas may be changed and developed, and research into the project's planned scenarios needs to be taken care of.

Visualize what it is that you would like to see happen on film. By visualizing you help yourself to think visually, rather than analytically.

Take the time to list all possible items that may need to be filmed, also plan costing of both the actual job as well as behind the scenes costs such as crew, actors, traveling, accommodation, food and refreshments, location and permission arrangements.

Thoroughly check all the above mentioned factors and get answers for the questions before proceeding to the next step.

Writing the script

A script needs to be written for the spoken part of the video, it is wise to invest in a professional writer or at least have a writer assist in the process. The script needs to be written in a conversational manner and needs to come across as if the information is being told, not read. 

Shot lists and visual preparation 

Once the script has been written, a detailed shot list needs to be planned. Traditionally a shot list is formatted in a two column structure with the narration on the left and the detailed shot description next to the corresponding information on the right. It is important that the planned shot list be very detailed as well as timed so that the director has some idea of how much time he has on individual shots.

The shot list is then reformatted into a filming order, where individual shots are now grouped into categories of like shots. Consider things like the time of day during which shots need to take place, also lighting, sound equipment, crew and camera handling equipment such as cranes and tracks.

All the little details

Use this time to source stock photography and music, and remember to get copyright clearance. Plan for models, actors or on-camera presenters and their contractual requirements. Make sure that you have considered what individuals should wear, and that locations have been prepared. All parties involved need to be briefed, and anyone appearing in a shot needs to be given a time schedule.

A remote survey needs to be performed and every last conceivable detail needs to be finalized. Always make allowance for a "Plan B", as all your plans may need to change on account of rain, snow or other major determining and unforeseeable factors.

Plan a shooting diary

A shooting diary needs to be drafted and final element needs to be scheduled. Equipment that needs to be hired must be arranged, actors and models booked and a crew needs to be arranged and booked. A precise timeline needs to be drawn up specifying each shot, and the time allocated to it. When planning shooting days and time, traveling between locations needs to be calculated, as well as the time it takes to put up and break down equipment, sets and props. It is essential that every minute is planned for and that the crew never needs to wait for anything, in order to get the job done.

Finally, planning for tasks to be performed on completion of filming need to be accounted for and time needs to be allocated for returning of equipment and other related tasks.

These are all the most important factors to take into consideration when a video is in the pre-production phase of development, and once you reach this point, it is time to move on to phase two, the actual filming… 
Watch this space, because next month we will bring you the next part in the quest for "Making a Video", as we delve into the production (filming etc) phase of the production.

It is necessary for the client to be aware of every facet of the filming day, and be fully ready to walk through every step with the crew, and to ensure that every detail that is captured on film will portray the company in the best possible light. 

The director and his crew may be the creative and technical experts, with their own vision for the direction of the video, but without the client's technical expertise in the field, the video may present a less than perfect image of your company.

The director should be allowed to compose the shot without interference from the client, but every shot does need to be scrutinized, and judged in context with the whole overall picture from the client's point of view… Does it correspond with what you (the client) are trying to say, and does it meet the criteria for the video as set out by the company; finally, are you happy with the way the company is portrayed in every shot.

To ensure that the answer to all of these questions is a resounding yes, there are certain precautions and steps that can be taken to deliver the optimum result in the least possible time. 

Things to remember and prepare for 

When making a corporate video, or any video production for that matter, there are certain aspects producers don't always inform you of – the consequences of not knowing may lead to inflated and hidden cost, that if you were aware of you may have avoided.

• Each scene needs to be dressed correctly. This means that if you're shooting in a factory environment, for example, each operator is wearing the correct gear, following safety measures and that the immediate environment is tidy and relatively aesthetically pleasing. Scene-dressing also means that all people and objects that you, the client, want to have appear on camera are in the scene, clean and appealing to customers or the intended audience.

• The standard call time (arrival to wrap up) is 10 hours. The clock doesn't start when filming begins, but rather when the crew arrives. Most video producers plan every hour very carefully, so that overtime is not required. For optimal results a detailed call sheet is supplied to each person involved in the production (find an example of such a call sheet at the end of this article.)

• Stick to the plan. Spur of the moment ideas may lead to spontaneous developments in the program, but deviating from the pre-prepared plan may run the production into overtime. Every extra hour has implications including extra editing, filming and costs that the client may be held accountable for.

• Danger and the crew's safety need to be taken into account. It may seem like an excellent shot will be achieved from scaffolding that reaches three floors up, but unless your company has efficient safety gear and precautions, this kind of scenario should be entirely avoided. A video crew shooting in downtown Johannesburg or Alexandra has an excellent chance of being robbed of their equipment.

• Invest in rain insurance. Acts of God play havoc on your shooting schedule and in the event of rain at an outdoor venue, an entire day of shooting may be wasted, that you in turn may be charged for. Most video producers charge a small fee to cover the insurance of a wasted day on site.

• For the operation of all the equipment there needs to be ample power supplies.

• When selecting talent (models, actors, voice-over artists, etc.) make sure that they fit the desired overall look and feel for your video. Arrange to meet with talent before they are hired, to avoid disappointment or shocking results.

• And finally, the camera records ambient sound. It is ideal to only record the location's natural ambient noise and not the voices of the audience who have gathered to watch the filming. In other words, do not allow hangers-on to accumulate on location

Final thought 

There are many intricate details involved in the production of a video, many that the client may never need to be aware of or concerned with, that the crew and producer take care of without any discussion. But, without clear communication of the client's wants and needs, the video may result in something that neither party is happy with. For the optimal outcome, arrange with your producer to sit down and make a list of all the requirements that you are expected to fulfill, and reduce the chance for disappointment.

Name	Scenes	Time	Location	Contact Number
Joe Smith	7 3 15	10:00 13:00 13:45	Hanger 10 Canteen Helipad	083 555 4444083 555 4444
Henry Jones	3 5 13	8:30 9:20 13:00	Inside Plane Landing Strip 2 Canteen	082 555 6565082 555 6565
Wanda Mayfield	9	11:30	Runway 5	084 569 6666084 569 6666

The editing portion of the video may take longer than the pre-production phase, as it is a craft form and the editor must spend time with each shot presenting every aspect in it's best possible light.

First things first 

As discussed previously in the production phase, it is most important that both the client and the producer/ editor stick to the plan. By the time the video reaches post-production, it is too late to change ideas about how you want certain things portrayed. Spur of the moment changes to the script or footage may lead to extra filming or recording requirements, all of which both delay production and inflate the costs of the video.

Also, from the start decide on duration for the video and stick to it. The script should give a clear indication of the duration, but a standard for corporate video, and how much the audience will be able to absorb is about 8 to 10 minutes. This is the optimum time for conveying the perfect message and maintaining your audience's interest until the end of the show.

Be Involved

For the recording of the voice over the client is required to be present for technical elements, and this exercise should not be seen as an opportunity to edit the script as this should be now be completely finalised. Leaving these kinds of elements up to the director or engineer's discretion may lead to mistakes and once again inflated costs.
As with all the other phases on the road to a successful video, it is imperative that the client, be involved in the early stages to be assured a favourable outcome. Once again, if there is a chance that the person the producer is dealing with may not be the final authority, it is very important that the client have rough edits signed off before proceeding.

The editor will make a rough-cut of visuals and voice-overs in sync, but will be devoid of all effects and techniques, colour matching and graphics. The music that a director intends on using may also be included. The choice of music is based on certain criteria, giving value to the video and being suitable, not over shadowing the voice artists, yet suiting the production. By doing this the editor can get some idea of whether he/she and the client have the same view of the end product in mind.

Pink elephants and flying pigs 

The magical world of computer animation and special effect as depicted in big budget Hollywood productions, has opened the world's eyes to just what can be done with computers and video. Even on a small corporate scale, the tools used in post-production could very well make pigs fly between the scenes, but these kinds of effects are not necessary between every scene.

All too often the client has been impressed by something he/ she saw on another production, and would like the effect mimicked in his or her own video... In moderation gimmicky editing tricks can have a good effect, but in excess this gimmick may come across unprofessional and tacky.

As mentioned before, editing is a craft or an art form, and takes many years to master, and the client should trust the creative judgement of the editor/ producer that has been chosen. The clients role is to ensure that the "story" be told correctly, and should not have to carry the burden of making creative decisions. 

As video remains one of the mediums in the creative world that has the most impact, in a corporate environment there is no better way of conveying essential information about your company than through a well-made corporate film. 

Sound Idea Digital is a full service Video Production Company that  specialise in health & safety videos, training videos, marketing videos, corporate videos, web videos, animation and motion graphics. We also produce industrial, mining, induction, and company launch videos. | www.soundideavideoproduction.co.za | info@soundidea.co.za