Until minds are engaged by a common focus, an audience is just a group of people. An effective video then — artfully fusing visual and aural elements — is an audience generator, harnessing the power of clever and compelling content to not just convey information, but to command people’s attention and, ultimately, direct people’s actions. Think of an effective video as both the vehicle AND the journey, one that invites your target market along for the ride and then takes them to the place you want them to go.
The term “video production” covers both the construction of your vehicle and the journey that you will take your target audience on. There are three phases of video production: pre-production, filming and editing. The first is the iceberg beneath the waterline; no one ever sees it, but it’s the biggest chunk of what’s actually there: mapping the messages, sculpting the scripts, planning the production — it is impossible to be overly prepared. The second and third — filming and editing, production and post-production — are like the apex of a pyramid resting upon the pre-production base. Done well, people will gaze at it for the ages.
There are many different types of video production depending on your purposes and the technologies you wish to utilize. The most common include film and TV production, television commercials, internet/CPC commercials, corporate training or leadership videos, product introduction/demonstration videos, customer testimonial videos, marketing/promotional videos, and event videos. Each of these is very different, but each shares a common purpose: transform a group of people into an audience.
Regardless of your type of video production, production scale is first and foremost determined by crew size and not by the location or the type of content that is being captured. In most cases, crew size determines a project’s flexibility and its quality. However, some effective feature films have been captured by a crew of just two while some ineffective corporate videos have required teams of ten or more. The key is to fully understand the technology you are using; that is essential to getting your crew numbers into the Goldilocks zone — not too few, not too many, but just right.
Here are some examples of production scale:
While crew size is most important, your production will also be driven by the type of environment you are shooting in, decisions which themselves affect ideal crew size. Are you using a green screen that will rely heavily on post-production effects? A LED Smart Stage with 2D or elaborate XR camera tracking in a studio? An outdoor environment where you are going to have to consider a host of elements, often uncontrollable, that could impact your shots?
With new video productions underway at Skyway Studios daily, the list of exemplary productions is always expanding. Suffice it to say that Skyway continues to be home to an extraordinary variety of video productions. From music videos with some of the biggest names in the music business — Keith Urban, Brothers Osborne, Dolly Parton, Kid Rock — to product launches with names like Maybelline to corporate leadership events with firms like Bridgestone, Dollar General and TD Ameritrade, Skyway provides the expertise and the infrastructure to make your video production both the vehicle and the journey for your target audience.
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