Comprehensive Guide to Corporate Video Production: Preparing for Preproduction and Production

Corporate video production plays a pivotal role in enhancing a company’s brand image, driving marketing campaigns, and communicating its values to stakeholders. A well-executed corporate video can elevate a company’s presence, establish authority in its industry, and foster trust among its target audience. This guide outlines the key steps involved in preparing for both preproduction and production phases, with particular attention to the tools and equipment needed for success. Using a case study of Trawena, a Polish uniform supplier for military and governmental services, we’ll explore a real-life example of how video production can enhance corporate storytelling.

Understanding Corporate Video Production

Importance of Video in Corporate Communication

Video content is one of the most engaging ways to communicate with clients, employees, and partners. The visual and auditory elements of a corporate video allow companies to convey their message more effectively, whether the goal is to demonstrate product value, explain a complex service, or highlight corporate achievements. Furthermore, corporate videos can be distributed across various platforms, from internal training sessions to social media channels, enhancing brand visibility.

Key Objectives of Corporate Videos

Corporate videos are versatile and can be tailored to meet various objectives. These include:

• Brand Awareness: Introducing potential clients to your company, its values, and its mission.
• Product Demonstration: Highlighting product features and benefits.
• Training Videos: Internal videos designed to train employees on systems, processes, or safety protocols.
• Corporate Announcements: Providing updates on mergers, acquisitions, or new product launches.

Each objective dictates the tone, style, and technical approach of the video, making it crucial to outline these goals during the preproduction phase.

The Preproduction Process

Preproduction is the planning phase of video production. It involves scripting, budgeting, equipment selection, and other logistical tasks necessary to ensure a smooth filming process. Proper preparation during this stage significantly reduces errors and delays during production.

Defining the Purpose and Message of Your Video

The foundation of any corporate video lies in defining its core purpose. Ask these questions:

• What is the main message we want to communicate?
• Who is the target audience?
• What are the key takeaways for the viewer?

For example, in our latest production for Trawena, the primary goal was to showcase their role in supplying uniforms to key military and government services, while also highlighting their expansion into the UK, Switzerland, and France.

Identifying Key Stakeholders

Successful video production requires collaboration. During preproduction, you should identify the key stakeholders involved in the project:

• Client: The entity commissioning the video.
• Director: The creative mind who oversees the vision.
• Production Crew: Technicians, lighting experts, sound engineers, etc.

In the Trawena production, stakeholders from both the company’s marketing team and the video production crew worked closely to ensure the video aligned with Trawena’s brand image.

Budget Planning

Budgeting is a critical part of preproduction. While corporate videos can be produced on various scales, it is essential to consider:

• Crew Costs: Pay for directors, producers, camera operators, etc.
• Equipment Rentals: Cameras, lighting, sound equipment.
• Post-production: Editing, color correction, sound design.

In our Trawena video, the budget was meticulously planned to incorporate high-quality cinematic visuals while keeping within financial constraints.

Script Development

Crafting a Compelling Script

A well-structured script is the blueprint for any corporate video. It outlines the narrative, key talking points, and the tone of the message. The script should reflect the company’s voice and maintain clarity, especially if the subject matter is technical or complex.

In the Trawena production, the script was designed to tell the story of their decades-long experience in uniform production, showcasing their work with NATO forces and the police while highlighting their expansion goals.

Storyboarding

Once the script is finalized, creating a storyboard helps visualize how the video will unfold scene by scene. This ensures that the director and crew have a clear understanding of the visual elements required and allows for better planning in terms of camera placement, angles, and transitions.

Technical Requirements for Production

Choosing the right equipment is crucial for creating a professional corporate video. The tools you select will depend on your production’s scale, budget, and intended visual style.

Cameras

The choice of camera depends on the quality and style desired for the video. Here are a few options:

• DSLR/Mirrorless Cameras: Ideal for smaller productions, offering versatility and portability with good image quality.
• Cinema Cameras: For high-budget productions, cameras like the Arri Alexa or RED cameras provide cinematic quality, offering superior dynamic range and color depth.

For the Trawena video, we used a RED Digital Cinema Camera, which allowed us to capture high-resolution footage with exceptional clarity and color grading flexibility during post-production.

Lighting

Lighting plays a significant role in setting the mood and tone of the video. Common types of lighting include:

• Softbox Lights: Create a soft and flattering light, ideal for interviews.
• LED Panels: Provide bright, adjustable lighting that is easy to transport.
• HMI Lights: Commonly used in larger productions for outdoor shoots or to simulate daylight.

In the Trawena video, we employed LED lighting to highlight the uniforms’ textures and create a clean, professional look in both the factory and office settings.

Sound Equipment

Good audio quality is essential for a successful corporate video. Even if the visuals are stunning, poor sound quality can undermine the entire production. Tools to consider include:

• Lavalier Microphones: Ideal for interviews or dialogue, as they are discreet and provide clear audio.
• Shotgun Microphones: Great for capturing directional sound, especially in outdoor environments.
• Boom Microphones: Useful for capturing sound from a distance without being in the shot.

For Trawena’s video, we utilized shotgun microphones to capture ambient sounds in the factory while using lavalier microphones during interviews with key personnel.

Production: Executing the Vision

Once preproduction is complete, the production phase begins, where the actual filming takes place.

Filming Techniques

Different filming techniques can be employed to make the video more engaging:

• B-roll: Secondary footage that complements the main narrative, such as shots of employees working or products being assembled.
• Interview Style: Often used in corporate videos to showcase key stakeholders, such as CEOs or product managers, discussing the company or product.

In the Trawena video, we used a combination of interview-style footage with factory B-roll, showcasing both the scale of the operation and personal insights from leadership.

Directing and Communication on Set

Clear communication between the director, crew, and client is crucial for a smooth production. This includes managing the timeline, ensuring the script is followed, and addressing any technical issues that may arise.

Post-Production: The Final Touches

Once the footage is captured, post-production begins. This stage includes editing, sound design, and color grading to create the final product.

Editing

Editors cut the footage according to the storyboard, ensuring a seamless flow from scene to scene. They also add transitions, overlays, and graphics where necessary.

Sound Design

Sound design involves cleaning up the audio, adding background music, or incorporating sound effects to enhance the narrative.

Color Grading

Color grading is the process of adjusting the colors to ensure consistency and improve the visual aesthetic. This is particularly important in corporate videos, where brand colors and visual quality are vital to the company’s image.

Conclusion

Preparing for a corporate video production requires thorough preproduction planning, selecting the right tools, and effective execution during production. Using the Trawena production as a case study, we demonstrated how careful preparation and collaboration between stakeholders can lead to a successful video that effectively communicates a company’s message. By investing in the right equipment, scripting, and post-production processes, you can create a corporate video that stands out in today’s competitive market.