The production process of video production

Pre-production – planning, scripting, and preparations for video production

In pre-production, the planning and scripting for video production is done, the style of the production is defined, schedules are planned, necessary resources are gathered, and it is ensured that all parties know what happens during the production phase. In lighter video productions, an offer for shooting and editing can first be made, and then proceed directly to the production phase.

Carefully and thoroughly executed pre-production ensures that everything goes as smoothly as possible during the actual shoot.

Scripting – story and structure

A good script clearly defines what happens in the video, how the story progresses, and how the desired message is conveyed. It includes scenes, dialogues, the sequence of events, and pacing. The script is also important because it binds all parties to the same vision.

→ See examples of narrative corporate videos: video production for businesses – as a branding communication tool.

Storyboard – visual script

The storyboard illustrates the scenes of the script through images or drawings. It helps assess how the final video will look and makes decisions more concrete. The shot list is particularly useful in promotional videos and product films, where precise control over angles and the visual style of video production is desired.

Moodboard – style and atmosphere

The moodboard gathers visual examples, colors, textures, and images that reflect the style of the video. It helps both the client and the production team to form a cohesive understanding of the aesthetics.

→ Example: video production for a product – stylistically consistent product demo.

Shotlist – precise listing of shots

The shotlist is a tool for shooting days, detailing each necessary shot: angles, durations, camera movements, and special requirements. The shotlist keeps the team on schedule and ensures that nothing essential is left unrecorded.

Location scouting and set design

Suitable filming locations are chosen based on the script and visual style. The selection takes into account light, sound conditions, practical arrangements, and visual credibility. In studio productions, green screen technology or virtual environments can be utilized, providing flexibility and cost-effectiveness.

→ Learn more: video production for industry – factory environments and virtual environments.

Casting – the right performers and faces for the video

In the casting process, actors, performers, or client representatives are chosen for the video. The right people support the story, enhance credibility, and help the audience relate.

Production – shooting days and the physical aspect of video production

During the production phase of video production, the script transforms into concrete footage. In extensive video productions, there is typically a director, a cinematographer, a lighting team, set designers, makeup artists, and other professionals involved. In smaller implementations, the work can be done with a smaller group.

The production phase includes:

The production phase is practical implementation, during which the video is shot. This phase involves:

• Pre- and post-preparations: Ensuring that all necessary equipment, such as cameras, lights, and sound gear, are available and operational.
  
  

• Shooting: During the shoot, the right angles, lighting, and actors (if needed) are chosen. This phase also includes directing and guiding the actors to achieve the desired expression and rhythm.
  
  

• Sound recording: Sound elements, such as dialogue, location sounds, and optional background sounds, are recorded simultaneously with the shooting.

• Set design and props: Building and supporting the shooting environment to match the story.
  
  

• Costuming and makeup: Visual credibility of characters and brand consistency.
  
  

• Logistics and catering: Ensuring that production stays on schedule and the team remains energetic during long shooting days.

→ Inspiration for practical implementation: video production for a service – user guidance and client communication.

Roles and parts of the production team in extensive video production

• Director: The director leads the video production and is responsible for the overall realization of the story. They guide the actors and make decisions about visual elements, ensuring that the overall vision aligns with the script content.
  
  

• Cinematographer: The cinematographer is responsible for the visual look of the video and works closely with the director. They select camera angles according to the shot list, lenses, lighting solutions, and ensure that the filmed scenes support the director's vision. The cinematographer may also have a camera assistant and a focus puller help in adjusting the lens focus.
  
  

• Grip: The grip person or grip team is responsible for technical equipment, such as dollies, cranes, and rigs needed for moving and supporting the cameras. They also assist in setting up lighting equipment and other necessary gear.
  
  

• Lighting: Lighting technicians and lighting experts work closely with the cinematographer to create the right lighting. They use various lighting gear to create the necessary atmosphere and highlight actors, location features, products, or other objects.
  
  

• Logistics: Logistics encompasses moving all equipment and personnel, including managing transport vehicles, scheduling transports, and obtaining necessary permits.
  
  

• Catering: The catering team or person takes care of food service for the shooting crew and actors – often also for clients involved in the shoots. Good catering helps keep the team energized and focused during long filming days.
  
  

• Set design: Set design refers to shaping and decorating the shooting location. Set designers create relevant environments that support the story as needed. This may include creating or modifying buildings, furniture, landscapes, and other visual elements.
  
  

• Costuming: The costumer or costuming team is responsible for the clothes and accessories of the actors. Costuming helps create the right atmosphere and brings out the personalities of the characters. The correct costuming can also support the story's credibility.
  
  

• Makeup: The makeup artist or artists are responsible for the appearance of actors, including makeup, hair, and any special effects like wounds or aging changes.
  
  

• Props: Props encompass all items used in the video that are not part of set design or costuming. Props are typically items or things that are part of the story. Well-chosen props are essential for making both the story and the world of the video feel credible and genuine.

Post-production or the digital phase of video production – editing, color grading, effects, and publishing

During the post-production phase, all post-shoot work steps are carried out, such as editing the recorded video, color grading, optional effect application, incorporation of possible animations and 3D animations, subtitling, and sound processing.

The post-production phase of the video is a critical part of the production process, where all the filmed material is edited and finalized into a completed video.

Video editing

In editing, the footage is gathered into the final film version. The editor works with the director to select the best shots according to the script, maintains the rhythm and atmosphere of the story, and connects the scenes smoothly. During editing, decisions may also be made about what material to omit or modify to convey the story effectively.

Color grading

In color grading, the visual appearance of the video is refined by adding, reducing, or changing color and contrast, as well as adjusting lighting digitally. Color grading helps create the desired mood and style and can significantly impact the video's visual narrative. This phase also unifies color palettes from different scenes and even from different cameras to ensure a cohesive look.

Visual effects (VFX)

If visual effects have been used in the video, this stage involves adding and finalizing them. VFX experts work to create or enhance specific scenes, utilize CGI (computer-generated imagery), and other techniques to create special effects.

Adding 3D animations and animations to the video

During post-production, digitally produced video content can also be added to the video. For example, 2D animated graphics can be superimposed onto the footage, or 3D objects can be added to the actual filmed real-world content. Alternatively, if the filmed production was done in a green screen studio, the entire background and location can be created as a virtual 3D world. If, for example, a specific shot in the corporate video requires more precise technical clarity, 3D animations or 2D animations can be added between shots of the filmed content.

Video sound design

Video sound design includes creating and editing the video's audio track. The sound designer works together with the director and editor to create a compatible soundscape that complements the video’s visual narrative. Good sound design can significantly enhance the mood and impact of the video.

Music is an important part of supporting the video's atmosphere and visual content. It can be either original music composed specifically for the video or licensed. When implementing or selecting music, the video’s story, mood, style, and tempo must be taken into account.

In addition to music, sound effects, processing of location-recorded dialogue, and necessary ADR (automated dialogue replacement) recordings are also made. Sound effects can include sounds recorded at the location, effects recorded later, or digitally created sound effects – or a combination of all of these.

• Synchronization of sound and image: This phase ensures that all sound components (dialogue, music, and sound effects) are synchronized with the picture. This is an important part of post-production to ensure a cohesive and professional final result for viewers.

Video production revision rounds

Revision rounds are phases in which the cutting and other elements of the video are reviewed and evaluated together with the client. The client and any other key persons look at the overall picture and provide feedback, which may lead to edits, additions, or removals. The goal is to achieve a final result that meets the client’s needs and is as high-quality as possible before the video is released.

Mastering the video

In the mastering phase, the final version of the video is finalized and prepared for publication in different formats and channels. The video file is packaged and encoded into the correct format for each different purpose: for example, for social media, websites, YouTube, Vimeo, trade show videos, or videos to be shown in a sales meeting from the seller’s own computer.

A successful video production is born from collaboration

Video production is a whole in which every phase is important: pre-production planning, the expertise of the shooting team, and the care taken in post-production. A successful video supports the business, stands out from competitors, and leaves a strong impression on the viewer.

→ Start by exploring video production – pillar page where you will find various options.
→ Also check out in more detail by use cases: video production for businesses • video production for a product • video production for a service • video production for industry.
→ For budgeting support: the cost of video production and how costs are formed.