Making a Video Part 2 

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.