Behind the Scenes: Video Production

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If you’ve ever worked on producing a video you know that uploading the finished piece to YouTube is only the tip of the iceberg – a lot of work goes on behind the scenes to lay the ground work for a great video.

Take the video produced by our winning team at the first Wicked Wednesday Video Workshop. At the event participants used existing footage and interviews to create a video for our client, The Twelfth Fret Guitar Shop. Although the final product came together in less than four hours, our work started weeks before the event. Before we could open our doors to clients at the workshop, we had brainstorming, planning and production to do.

The type of video and important deadlines can compress or lengthen a production schedule; but here’s how the making of a video typically unfolds.

Six weeks out – Start with the end in mind

You get the brilliant idea to produce a video for your PR/marketing campaign! First things first – figure out what it is this video is trying to achieve. Ask yourself:

  • What is the objective of the video?
  • Who is the audience?
  • How will it be unleashed into the world (i.e. distributed)?

Five weeks out – Get creative

Now, the fun part, it’s time to get creative and figure out the story the video will tell. When we were working on Twelfth Fret’s video, we knew we wanted to share the shop’s history and evolution. Putting together an outline and story board helped us determined who we would need to interview and what kind of b-roll footage we’d need to tell that story.

Four weeks out – Fail to plan, plan to fail

Once you know where you’re going, you want to secure production plans as soon as possible – tap your camera and audio crew, secure locations where you will be shooting, rent equipment and book talent or spokespeople.

Three weeks out – Go time!
Depending on the scope of your video, shooting can take a few hours or a few days. The production crew – often consisting of a producer/director, camera operator, sound technician and grip – will be on location shooting interviews and broll footage.

For our Wicked Wednesday video, the shoot was on location at the Twelfth Fret guitar shop. We shot interviews with owners and staff, longtime customer Dallas Green, as well as stylized shots of new and vintage guitars, the repair shop and luthier, and an impromptu performance!

Two weeks out – That’s a wrap

Once the shoot wraps, the footage will be transferred from the camera to a hard drive. An editor will review the footage and transcribe the interviews for easy reference, then get to work on a “rough cut” – think of it as the first draft.

One week out – Final edits

Once the rough cut has been reviewed and approved, the editor will make any final changes, including adding music and graphics.

Ready, set, launch!

Now that your video has been finalized, it’s time to unleash it on the world! Hope is never an effective strategy, so make sure that you include distribution in your plans.

Want to experience the thrill of producing a video for yourself? Our first Wicked Wednesday Video Workshop was so successful we’re doing it all over again – and this time it will be bigger, better and even more competitive. Watch this space for more information and registration coming soon! In the meantime, check out our behind-the-scenes video
from our last workshop. And be sure to read our wrap-up of the last workshop event!



  • 2 comments on Blog Post Title

  • Beyond the Wire » Cinq résolutions pour le personnel de PR en 2015 8:49 PST on Jan 9, 2015

    […] les coulisses de la production d’une vidéo (en anglais) et suivez-nous @CNWGroup pour obtenir de plus amples détails sur notre prochain […]

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