We hear this question a lot in our world. And our answer is always… “Well, it depends.” That’s because the term “video” is broad and expansive, meaning different things to different people.
We like to follow up that question with another question: What is the problem that we’re solving for? The answer to the second question should provide some context to help answer the first. Video can solve a variety of problems. It can be used to inform, entertain, promote, demonstrate or explain products, services or complex concepts.
In order maximize time and investments in video, we recommend following a regimented, repeatable workflow. Here at Hileman Group, our process is suited to a particular style of video we produce that supports our clients’ digital marketing initiatives.
We call them testimonial videos. They are live action clips, featuring a human, that last about 30–60 seconds. Testimonials are lightly scripted and work to build brand awareness and/or educate customers about a company's products or services. Our studio was specifically built to light and shoot a single subject, whether it’s a first-person testimony or a product demonstration. This style creates an intimacy that is authentic and resonates with an audience, all while being cost-effective.
In the following list, we break down the different steps of video production.
Like breakfast, pre-production is the most important part of the process. Success begins by putting the right amount of time and care into this step. The process includes:
- Initial meetings and research
- Brainstorming and concept
- Pitch and proposal
- A shot list
- Scheduling and logistics
Next, we get the cameras turned on and let the 4k, 8k, or however many k’s are trending at the moment, do their thing. All the hard work put into pre-pro really comes together in this step:
- Crew member(s) involved + number of shooting days (half or full day)
- Travel expenses
- Equipment rental costs (this can vary greatly)
- Additional crew (if needed)
After the lights are turned off and the cameras have been put away, the real magic (aka the editing stage) begins. This is where we go through all the footage and organize it against the script, as well as make color and sound adjustments. This stage includes:
- Ingesting and conversion (logging footage, transcoding, initial selections)
- Motion graphics
- Implementing fixed costs (music, stock footage, etc.)
- Sound design (VO recording/mixing)
- Color grading and finishing
Video can be delivered in a lot of shapes and sizes, but solving a problem doesn’t need to break the bank. Our goal at Hileman Group is to create cost-effective video solutions for our clients while providing quality products.