29 August 2023 The basics of video production

The Power of Pre-Visualization in Video Production

Dive into 'previs' to streamline processes, boost creativity, and ensure video marketing success. Essential reading for marketers entering video content.

In the buzzing realm of video marketing, it's not enough to merely have a concept in mind. To stand out and resonate, marketers need a detailed roadmap of their vision, and that's where pre-visualization – or 'previs' in industry parlance – steps in. If you're a marketer diving into the world of video production, understanding the power of pre-visualization can be your trump card.

1. What's Pre-Visualization, Anyway?

Previs is akin to a detailed blueprint for your video project. Before the cameras roll and the lights shine, artists and directors work together to create a digital storyboard, often using computer graphics. It’s a rough visualisation of how the final video will unfold, scene by scene. Think of it as the skeleton upon which the flesh of the final video is added.

2. Why's It So Crucial?

  • Clarity and Cohesion: Previs ensures that everyone – from the director to the lighting technician – is on the same page. There's a clear understanding of the shots, transitions, and the overall flow.

  • Cost-Effectiveness: Imagine discovering a significant flaw in your video concept after shooting has begun. With previs, potential pitfalls are flagged early on, saving time, effort, and money.

  • Flexibility: Want to see how a particular scene plays out from a different angle? Or perhaps you're unsure about a transition? Previs allows for easy tweaks and changes without the high costs associated with re-shooting.

3. It's More Than Just Visuals

While previs primarily concerns itself with visuals, it often extends to other elements like pacing, music, and even voiceovers. It's a holistic view of how the video feels and flows, giving marketers a comprehensive preview.

4. Enhancing Creativity

Far from stifling creativity – as some might assume – previs can actually be a catalyst. By laying out the primary vision, directors and creative teams can spot areas ripe for experimentation, be it a unique camera angle or an innovative transition.

5. Empowering Decision-Makers

For marketers, especially those who might not be well-versed in the nitty-gritty of video production, previs is a godsend. It presents a tangible, visual representation of the final product, enabling informed decisions. Want to pitch a new video concept to the higher-ups? A previs can be your most persuasive tool.

6. Easing Production Pressures

Shooting days are often hectic, with tight schedules and multiple moving parts. Having a clear pre-visualised guide reduces on-set ambiguities. The team knows what's required, allowing for a smoother production process.

7. Strengthening Client-Agency Relations

For external video production agencies working with brands, previs can bridge communication gaps. It provides a clear reference point, ensuring that the agency's interpretation of a brand's vision is accurate. Feedback loops become streamlined, fostering collaboration and mutual understanding.

Wrapping up

Pre-visualization isn't just a fancy step in video production; it's an integral part of the process, especially in today's competitive market. For marketers, it offers clarity, ensures cost-effectiveness, and paves the way for creative excellence. So, the next time you're gearing up for a video project, remember: the power of previs can be the key to your video's success.

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Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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