15 February 2023 The basics of video production

What Does a Video Production Company Do?

Dive into the world of visual storytelling, understand the art and science behind every frame, and appreciate the magic of video production companies.

If you're a marketing professional, chances are you've teamed up with a video production company at some point. After all, in the vast world of marketing, the power of visual storytelling can't be understated. Video content has emerged as one of the most compelling mediums for brands to connect with their audience.

But while many of us consume these videos daily, few truly understand the intricacies and hard work that go into creating each masterpiece. Enter the realm of the video production company—a world where ideas take flight, stories come alive, and brands find their voice.

If you’re a marketing professional eager to understand what really bubbles beneath the surface of this captivating world, then strap in, because we’re about to delve deep.

The Big Picture

At its core, a video production company creates video content. That's the simple answer. But likening it to saying a Michelin-starred restaurant just cooks food would be an understatement. There's an art and science behind every frame, and the process is a dance between creativity and logistics.

Pre-production: The Blueprint

Every stellar video starts with an idea. But an idea alone isn't enough. This is where pre-production enters the fray.

  1. Conceptualisation: The initial chat with a client (that’s you!) usually revolves around understanding your brand, message, and audience. What do you want to convey, and how do you envisage it unfolding? Sometimes you might have a clear vision, while other times you'll lean heavily on the creative prowess of the video team.

  2. Scripting & Storyboarding: Once the concept is pinned down, the subsequent steps involve penning a script and crafting a storyboard. This provides everyone with a clear roadmap of the video’s envisioned trajectory.

  3. Logistics: This segment is all about nitty-gritty details. Dates, budgets, locations, props, actors, permits—the production company will iron out all these elements, ensuring the path ahead is devoid of any unexpected bumps.

Production: Lights, Camera, Action!

Production is where the magic happens. The visuals you’ve brainstormed and envisioned come to vibrant life.

  1. Setting the Scene: It's never as simple as just pressing record. It’s about expertly positioning lights, ensuring the sound is impeccable, and creating a mood that resonates.

  2. Filming: Depending on the complexity, a shoot might last a few hours or sprawl over several days. Multiple takes are executed to ensure perfection in every frame.

  3. Ensuring Quality: Video production companies possess an eagle eye for detail. From the intricacies of lighting to the nuances of performance, they ensure all is in impeccable order.

Post-production: Crafting the Story

With filming concluded, you could be forgiven for thinking the bulk of the task is over. But it's time for post-production!

  1. Editing: Separate clips metamorphose into a fluid story during this stage. It’s a careful balance of aligning the video with the initial brief while ensuring it remains a riveting watch throughout.

  2. Graphics & Animation: Wishing to sprinkle your video with dynamic animations or illustrative infographics? Now's the time. Specialised tools and software are employed to weave in visual effects seamlessly.

  3. Sound Design: An array of sonic elements—background tunes, voiceovers, sound effects—are artfully layered to augment the viewer's immersion.

  4. Feedback & Revisions: Before the video greets the world, you’ll have ample opportunity to review and suggest modifications. Collaboration is the linchpin ensuring the end product dazzles.

To sum up...

The intricate dance of a video production company is truly a blend of science and art, technical prowess and creative genius. They don't just create videos; they breathe life into stories, craft emotions, and shape perceptions.

As a marketing professional, when you next collaborate with such a company, you'll not only possess a deeper appreciation for their craft but also the myriad subtleties that converge to make your brand's story truly unforgettable. 

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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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