Pre-production covers all activities required in preparing for the shoot.
Planning
Set communication goals by listing the occasion the video is being created for; what message you wish to convey; your intended audience and what they already know about your company. Make sure to also take the audience’s level of expertise into account.
Drawing up an outline (skeleton)
Decide what topics needs to be covered in the video and list ideas and main points that you wish to get across in the introduction, body, and conclusion.
The video production company will use this list to visualise and plan for all possible items that will need to be filmed.
Keep in mind that including music tracks on your video may have copyright implications. As such, it is important to liaise with your video production company on your choice of background music and to obtain copyright permission before filming starts.
The video production company will plan behind the scenes arrangements regarding crew, actors, travelling, accommodation, food and refreshments, location, and permission arrangements.
As the client, make sure to approve talent before the shoot is booked. When selecting talent (models, actors, voice-over artists, etc.) make sure that they fit the desired overall look and feel for your video. Always arrange with the video production company to meet and approve talent before they are hired.
Writing the script
The script writing process is probably the most important phase in the video production process.
In order to produce a professionally written script addressing the needs of your target market, it is vital that the video production company has a clear understanding of your company’s core business, competitors, as well as knowing the needs of your target market.
The script should be written in a conversational manner and needs to come across as if the information is being told, not read.
It is highly recommended to invest in a professional writer. Ask the video production company whether they include script writing as part of their service, and if so, make sure to ask for samples of scripts written by them.
Preparing shot lists and visual preparation
Once the script has been finalised, the video production company will plan a detailed shot list. 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.
The planned shot list should include as much detail as possible and be ‘timed’ so that the director has some idea of how much time he has on individual shots.
The shot list is then re-formatted into a filming order, where individual shots are now grouped into categories of like shots.
Elements such as time of day during which shots need to take place, lighting, sound equipment, crew and camera handling equipment such as cranes and tracks, are taken into consideration.
The next step is to source stock photography, music, and obtain copyright clearance, if applicable.
The video production company will confirm models, actors, on-camera presenters and make sure of their contractual requirements.
In addition to this, they will confirm all equipment, filming locations, travelling arrangements, accommodation, food and refreshments. The production company will brief all parties involved and send out time schedules.
Finally, a remote survey is performed and all remaining details are finalised. The proactive video production company will make allowance for a "Plan B", as plans may need to change on account of weather or any other major determining and unforeseeable factors.
Planning the shooting diary
During this phase, a detailed shooting diary is drafted and final elements are scheduled.
A precise timeline is drawn up, allocating time per shot. When planning shooting days and time, travelling 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.
These are all the factors that the video production company will take into consideration during the pre-production phase of development.
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