What to Expect on Your Video Shoot: A Client's Guide to the Production Team

In this picture; Director, Director of Photography, 1st Assistant Camera, Grip, Production Assistants, Boom Op.

Getting started on a video project for your brand can be an exciting journey, and as the big day gets closer you may find yourself asking, "what is going to happen during the shoot?" or "who are all these people, and what do they do?" We're here to demystify the process and introduce you to the key professionals who will bring your vision to life.

Some projects are really big and require really big teams. Other projects are quick and easy and only require three to four people to get it done. And some projects require locations, props, production design, transportation and logistics, and hired talent while others require a simple room, a couple of lights, a camera and microphone.

Sometimes each member of a production team has just one thing they do, while other projects require team members to do multiple things. If you’ve ever seen a movie being shot and wondered why there are a hundred people working on it, it’s because there are so many moving parts to keep an eye on.

The team that works on your project is going to be determined by its complexity and its scale. So let’s dive into some of the team members you may meet.

Here Are Some People and Roles You May Meet Along the Way

Producer

The Producer, in feature film speak, is the person or company who is funding the production. In the case your brand’s project, you are the producer.

Director

The Director is the production’s “CEO”. They are the most visible on the shoot day and they are very involved in the details. They watch all parts of the production and answer any questions or concerns as they arise. For your project, they make sure that spoken lines are delivered correctly, the look-and-feel of the images coming into the camera look they way they’re supposed to, they act as liaison with your team, and most importantly they make sure your brand and product look amazing.

Assistant Director (AD)

Your production could have multiple Assistant Directors depending on its size. They report to the Director. They’ll manage the set schedule, shot list, props and assure everything is staying on script.

Scriptwriter/Screenwriter

Here’s a script with notes from the Scriptwriter, Director, DP. Looks like a mess?

This one is pretty self-explanatory, but the Scriptwriter writes and edits the script. They work to advance the story, align with the strategy and reach the desired goals for the production.

Director of Photography/Cinematographer (DP)

The Director of Photographer, or Cinematographer, is the person who brings the script to life on film. They are responsible for planning and executing the use of lighting, camera angles, colors of lights, cameras and other equipment to ensure the right mood and look is on target. They work very closely with the Director to ensure the Director’s vision is accomplished.

Camera Operator

This role reports to the DP and operators the camera and associated gear according to the DP’s direction. It includes ensuring the color, lighting, focus, exposures, and other filming aspects are adjusted accordingly. They may also have an assistant to help with cables, batteries and other duties.

Lighting Director / Gaffer

The lighting director and or gaffer work together to manage the lights and all associated components and plans. The gaffer is the electrician, while the lighting director makes decisions to achieve the right look and light placement.

Key Grip

The key grip secures lighting, cameras, microphones and anything on the set that needs to be rigged in a specific place.

Audio Technician or Audio Engineer

The audio tech manages audio recording, microphones, and monitors and adjusts audio levels. They place microphones on the people who will be on camera, and they are magicians at hiding microphones in clothing, props and just about anywhere else they need to in order to get great sound without being obvious.

Set Designers help plan and execute everything on set that needs to be seen in a shot. They work as part of the Art Department.

Production Designer

The production designer understands the way a scene should look. And they use paint, props, wardrobe and more to make sure what you see on camera looks right. For example, if your brand colors are blue and orange, they’re going to make sure that the walls, clothing, etc. complement those colors. The work of a good production designer is the difference between a video shoot and a cinematic shoot.

Hair and Makeup (HMU)

HMU artists are the unsung heroes of film making. They make us all look good by making the talent look good. There’s an art to making sure people look good on camera and HMU knows how to bring the best out of skin complexions and hair colors.

Editor

The editor organizes and manages the filmed footage for the production and places them individually in the correct position to develop the sequence of scenes. It might seem confusing (see below) but a good editor knows the ins and outs of their editing program to make the most of the footage.

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Here’s the editor’s view once the editing begins.

Production Assistant

Last, but certainly not least, the production assistants help do a bunch of little things to save other staff time and keep the production running smoothly. This could include getting lunch, organizing equipment, standing in for an actor, keeping an eye on equipment that isn’t being used (this is sometimes referred to as Fire Watching), or any number of small tasks.

Each of these roles requires a specific skill set that will help make a video project better and more cost effective in the long run.

Here's Exactly What to Look for When Hiring a Video Production Team

Our Motto:

Based on years of partnering with clients of all sizes and types building startups, expanding brands, and planning major events, we know that teamwork and collaboration are the core of any successful corporate video project.

In this post, we want to start from the beginning. You've consulted with internal stakeholders, you want to take on a creative idea with lots of moving parts, and you know that hiring the right production team will be critical to its success.

Now you're ready to hire your dream team. Naturally, the next question becomes... "what exactly do I look for?" The following provides a few attributes to consider when hiring the best production team for your business.

Scalability

You want a production team that can scale their service and capabilities... and tailor them exactly to your project. This goes beyond simple shooting and editing, but seeing a project through from ideation to total manifestation.

A good way to think about this is to consider the difference between a door-to-door car service vs. DIY airport parking. 

In one scenario, you're navigating traffic, obstacles, and schedules on your own; while in the other, you're trusting your capable driver to anticipate challenges, take the unnecessary burdens off your plate, and ensure that everything is buttoned up flawlessly and on-time.

Full-service video production starts with helping you finalize your concept and flows on through to some of the following tasks:

• Script support

• Casting acting and voice over talent

• Scouting and securing locations

• Gear - lots of it

• Filming

• Editing

• Animating

• All the little extras- lighting, backdrops, even hair and makeup

• Consultation on how this video will meet your business goals

It's important to consider how much assistance you may need and choose an agency that can scale accordingly to your project.

Creativity

Having access to an innovative video production team is also crucial to a successful project. Your team should be able to help you brainstorm creative ideas.

If you get the sense that they take a paint by numbers approach to creating and editing videos, they may not be up to date on the marketing and visual trends that will move the needle on your goals.

Questions to ask yourself when hiring a creative video production team, include:

• Do I feel like I'm seeing something fresh?

• Was I truly interested as I watched their videos?

• Did I feel entertained and/or educated when I checked out their blog?

• Did I ask myself 'How did they do that?'

• Does all of their sample work look the same?

• Do they work with a diverse set of companies and industries?

• Is their work professional and consistently of the highest quality?

Therefore, when it comes to innovation, bookmark the video production houses that showcase range and keep your attention.

Trustworthiness

Ask for references. Say you're evaluating several agencies - customer references may make all the difference in ensuring that everything is as it seems below the surface. 

Any good video company should be able to proudly showcase their past work on their website and social channels with client branding/logos, detailed success stories, and behind-the-scenes case studies.

Yes, sometimes client privacy/ proprietary information is an issue but any agency lacking a good amount of this type of concrete information may not have the experience you need.

Open Communication

Great communication means you will always have insight into the real-time status of your project, the direction it is headed, and what the end result will be. The key to good communication for a production company is listening.

A good sign you have the right team in your sights is when they spend more time learning about your brand and business than they do selling themselves.

If your agency is easy to connect with, goes above and beyond to offer suggestions, and answers questions quickly and completely, all signals are GO!

Project Management Gurus

A super important skill set often missed as an oversight in selecting a video production company- Project Management.

It is vital that the agency you hire is highly adept at managing projects. A team with stellar PM skills is the most effective way to maintain a level of hustle, organization and urgency to the flow of the creative process.

Expertise

An experienced production team will have the ability to demonstrate a deep range of samples across styles (cinematic, minimalist, guerilla), industries (fashion, tech, food), and different methods (animation, live action, drone footage, events, testimonials, short form video, advertising, etc).

This range of skill is important because video content and the marketing industry are always changing— and only an expert can stay on top of the shifting trends. When you find that your project is completed on time, on budget and providing next-level creativity, it may just shock you.

Tech and Digital Savviness

Regardless of your intended use, modern video production is about all things digital marketing. Therefore, you need a tech-savvy, plugged-in team to guide you. A great team will understand things like:

And beyond the above, should provide you with special insight into:

• Trending hardware and software -
  When to use 4K cameras, 360 degree video, VR tech, Live and Interactive video

• Digital marketing initiatives -
  Inbound, Outbound, Customer Lifetime Value, Conversion Benchmarks

• Branded social advertising and awareness -
  The impact of posting times and content types across Facebook, Twitter, LinkedIn and Instagram

• Engagement rates-
  On email vs. ads, when to use comedy, music or silence with just text on screen

• And so much more...

A great team understands how marrying the science of technology through analytics, formats and channels to art, can create a truly effective piece of video content.

Goal Oriented

Lastly, you need a video production team that is results driven.

You're not in sync if you're the only one gloriously racing for the finish line. Your team should be interested in delivering a superior-quality product that consistently delivers on your priorities.

It doesn't matter the type or intent of the video; be it crowdfunding, training, generating more sales and/or leads, delighting customers, capturing a new audience, or showing your fun side. At the end of the day, you started this search and video project with a concrete goal in mind. Your production agency should make achieving that objective both rewarding and effortless.