OUR VIDEO PRODUCTION & POST-PRODUCTION SERVICES

Video production is a collaborative endeavor involving countless creative decisions and technical considerations. There are multiple moving parts and many variables that all have to come together as a unified whole greater than the sum of its parts.

Here is an overview of the video production process and the professional video production services we provide.

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THE FIVE PHASES OF VIDEO PRODUCTION

If you’re brand new to video the scope and complexity can be overwhelming. Sure, you’ve likely watched thousands of videos. You may have even watched a behind-the-scenes featurette and caught a glimpse behind the curtain. However, if you’re reading this it’s safe to assume you’ve reached the inevitable conclusion that video is now an essential component of any successful marketing strategy today. The more you understand the process and increase your video literacy the better you’ll be able to position yourself in this new media landscape.

The video production process consists of five distinct phases. These phases are universal: they apply to corporate videos, broadcast television, even Hollywood movies.

1

DEVELOPMENT

The first step in our process is to learn about your business, discuss your ideas, and determine your project goals. Some of the key questions we ask are:

  • What is your project budget?
  • What type of video do you need?
  • What is your project about?
  • What are the key messages you wish to communicate?
  • Who is your target audience?
  • Is the project part of a larger marketing campaign?

This information allows us to assemble a Project Brief, which defines the scope, story and specifics of your project and provides us with a viable strategy. Once you look over and approve the Project Brief we’ll send over a Production Contract, which will launch us right into pre-production.

PROJECT DEVELOPMENT
Our Video Production Guide provides us with the critical information necessary to assemble a Project Brief.

2

PRE-PRODUCTION

Pre-production is where all of the elements necessary for a successful video shoot are created and assembled.

BRAND ASSETS

We’ll first need you to send us your brand assets. This includes your brand guidelines, style guide, color palette, logo, fonts, etc. These assets allow us to plan and design your video for optimal brand recognition and brand awareness.

WRITING

This may be as simple and straightforward as writing interview questions or as involved as writing a complete script —it all depends on the nature of your project.

MOOD BOARDS

Mood boards, or inspiration boards, are an arrangement of collected design elements meant to convey an overall feeling. They are used to help discover the look and feel of your video.

STORYBOARDS

Storyboards are a visual representation of the primary action in a script, and are perhaps the most useful tool for planning and organizing an efficient shoot. While storyboards are essential for shoots with meticulously planned shots they aren’t necessary when shooting with a more natural, “run and gun” approach.

LOCATION SCOUT

Here we’ll walk through your location in advance of the shoot to determine optimal camera setups, evaluate lighting conditions, identify potential audio problems, locate power sources, and confirm the appropriate areas for us to unload and stage our equipment on the day of the shoot.

TALENT SELECTION

This is where we choose the right people to be seen or heard in your video, whether it be actors, voiceover talent, even a company representative (your head of IT may not be the best person to put on camera!).

SCHEDULING

Here we coordinate schedules to make sure that everyone involved is in the right place at the right time. Keep in mind that once we arrive we will need some time to unload, unpack and setup our equipment before we can start shooting.

SECURING EQUIPMENT

While we have a studio filled with production gear, every once in a while a project will require us to rent special equipment.

3

PRODUCTION

Lights, camera, action! Production is where the fun begins.

Different budgets come with different sized crews. On smaller productions the camera operator may be the same person interviewing the subject. Larger productions could have a separate producer, director, sound recordist, camera operator, and multiple production assistants.

CINEMATOGRAPHY
Our goal is to capture the cleanest, most beautiful and cinematic image possible. We will pay close attention to camera placement, camera movement, shot composition, shot size, depth of field, maximum dynamic range, color accuracy, and focus.

Perhaps the most important component of a cinematic image is lighting, which allows us to bring a space to life by adding shape and dimension, creating mood and atmosphere, and focusing attention.

While we have an arsenal of tools at our disposal, the saying “we’ll fix it in post” is NOT a reason to cut corners in production! It is imperative that we capture the highest quality audio and video possible. This is why so much work goes into planning and orchestrating the shoot.

SOUND RECORDING
Sound is at least as important as any image on screen and it requires just as much attention. Bad audio is the quickest way to lose your audience (and it’s almost impossible to fix in post), which is why special consideration must be given to microphone selection, mic placement, sound recording and monitoring equipment. Indoor spaces may benefit from acoustic treatment while outdoor recordings have their own requirements. The goal is always to record the cleanest, most natural and balanced desired sound while minimizing or eliminating unwanted sounds.

4

POST-PRODUCTION

Post-production is where everything comes together. This is our favorite part.

VIDEO EDITING
All of the media captured or acquired during pre-production and production is imported into nonlinear editing software. We sync audio and video files then carefully review all of the footage, marking and organizing the best takes and most interesting b roll. Clips are diligently assembled into a sequence, with special attention paid to rhythm and pacing, and we watch your story come to life. Then we trim, refine and finesse until we have a story that is both interesting and engaging. Finally, we can even transcribe speech and create captions and subtitles —valuable for hearing impaired viewers and great for SEO!

MUSIC
Music adds an entirely new dimension. The right music track adds new layers of depth and heightens emotions. We can search through any number of stock music libraries, or our talented and versatile composer can write music specifically for your video, uniquely identifying your brand.
Before you get too excited to use a song from your favorite artist know that obtaining the licensing rights for a commercial music track is often prohibitively expensive. If you choose to use the track anyway and post the video online it will be flagged and removed.

COLOR GRADING
Color correction is the process of making global image adjustments like setting tonal range and balancing color. Using waveforms and a vectorscope as a guide we’ll work through each clip in the sequence, adjusting exposure, contrast, saturation and white balance, until all of the footage looks natural and consistent. In many cases a base color correction may be sufficient. However, we can take things much further. Color grading is the delicate process of manipulating color to create atmosphere and mood, to add depth and dimension to a scene, to draw the eye to an important element, to help make an image look more “cinematic”.

SOUND DESIGN & MIXING
Sound design is the process of finding or recording sounds and carefully layering them together to create a sonic environment that compliments the image. This often includes room tone and ambience, foley sounds, and sound effects. Of course, we need to make sure the audience can hear everything (nobody likes straining to hear dialogue). This is where sound mixing comes in. All dialogue, voiceover, foley sounds, sound effects, ambience and music are carefully mixed relative to each other, and at levels appropriate for the target destination (online content, broadcast TV).

MOTION DESIGN
Nearly every video we produce involves some level of motion design, also known as motion graphics. From simple to complex —icons and logos that spring to life, titles and lower thirds that elegantly slide across the screen, custom effects and transitions, infographics, animated characters, even 3D objects with lights and shadows— motion design adds energy and visual interest to the information being presented.

REVISIONS & FINAL DELIVERY
Once we have a completely edited, graded and mixed video we’ll send you a secure Frame.io link to review the video online and submit feedback. From there we’ll work though your list of revisions until the project is approved, at which point we will export the final deliverable files and provide you with download links. 
Your entire project will be fully archived for 1-year, though an extended project archive option is available for purchase. We will maintain a permanent archive of your final, approved videos and will happily send you download links at any time for no cost.

5

MARKETING & DISTRIBUTION

The best video in the world won’t help you if nobody sees it.

And simply sharing a video won’t cut it either. You have to promote it.

Now that you have a more comprehensive understanding of how much time and effort goes into producing an effective video it should come as no surprise that it takes a bit of work to push that video out to your audience.

Embedding the video on your website is a start, which will boost page dwell time, contributing to higher search engine ranking. Cross-posting to YouTube can increase traffic as well as SEO, particularly when applying strategically chosen keywords.

Email marketing can be turbo charged by adding video, which tends to boost open rates and increase clickthrough rates.

Posting video on social media can significantly increase exposure, leading to more likes and shares. Social media also allows you to directly communicate with your audience, furthering the conversation surrounding your video.

Regardless of the destination the goal is to motivate viewers to visit your website, book an appointment, contract your services, or buy your products.

How do you measure your ROI?

You may be fortunate enough to have a capable marketing team who will share your video, add relevant keywords and tags, engage with your audience, and analyze the data.

If you’re doing this on your own (we don’t have a dedicated marketing team either!) not all hope is lost.

The internet is brimming with helpful information on how to choose titles and keywords with the potential to boost SEO, as well as where to find your particular audience and what type of content they respond to.

Many video hosting platforms (ex. YouTube, Vimeo, Wistia) provide various metrics that help measure the success of your video (number of views, impressions, viewer demographics, etc.). Social media platforms (ex. Facebook, Linkedin, Twitter) provide their own targeting tools (ex. tracking average reach and number of clicks, audience retention, view duration, comments, likes and shares). If your video is embedded on your website Google Analytics will provide you with a ton of useful data. You’ll be able to track clicks, revenue data, and much more.

ACE ENTERPRIZES | AN INDEPENDENT DIGITAL MEDIA COMPANY

CONTACT US FOR YOUR NEXT VIDEO PROJECT