Commercial Videography Vs Film: Not as Different as You Might Think

Though we’re obviously much smaller in scale than any film or TV production out there, there’s more in common with the production processes than you might realize. 

Commercial Videography vs Film: Storytelling at the Core

When it comes down to it, we have one primary goal as a commercial videography company: to tell stories. 

Even in corporate videography, storytelling is the most enriching, emotionally resonant, and effective way to market a business – whether it’s through commercials or brand stories or social media content. So when it comes to visual storytelling, both commercial videography and film production share an awful lot more common practices than you might think – both in process and aesthetics – that ensure high-quality output, efficient workflows, and, above all, a finished product that aims to be emotionally compelling. Whether you’re producing an ad or a film, adhering to these key practices can significantly enhance your production process and improve the video you’re working on.

Let’s take a look at the process – and identify the ways in which corporate video and film are similar.

Step 1: Pre-Production

Concept Development:
The journey of any video project begins with its concept. For commercial videography, this phase focuses on understanding the client’s goals, target audience, pain points, and branding. It’s our goal to align the visual narrative with the brand’s identity and objectives.

In both film production and commercial video, concept development involves scriptwriting, storyboarding, and shaping the narrative arc; foundational work that sets the tone and direction for the entire project.

Budgeting:
We spend time making sure the scope of the project fits within your budget. Detailed budgeting covers equipment, locations, talent, and post-production costs. It’s very important to allocate resources effectively to ensure the project remains viable – and profitable -- from start to finish.

Planning and Scheduling:
Creating a detailed production schedule is another cornerstone of successful pre-production. This includes setting shoot dates, booking locations, and assigning crew roles. A well-structured schedule helps manage time efficiently and keeps the project on track.

Location Scouting:
Finding the perfect filming location can make or break a project. It’s an important step in both commercial videography and film production, as it influences the visual appeal, tone, and, perhaps most importantly, the logistics of the shoot.

Casting:
Not all corporate projects require casting – however, when they do, selecting the right talent is pivotal. Whether it’s actors for a film or spokespeople for a commercial, the casting process ensures that the individuals align with the project’s vision and brand image.

Step 2: Production

Equipment Setup:
High-quality equipment is a staple in film, and our corporate video productions are no different. We use high-tech cinematic cameras, professional lighting, and excellent audio equipment. Though a film’s equipment setup may be a little more high-tech and sophisticated, the common goal between us is to achieve a high-fidelity, cinematic look.

Establishing Crew Roles:
Obviously we use a much smaller team than a film or television show, but nonetheless, each team member plays an important role in bringing the project to life. However, one key difference is that our small crew size means our roles aren’t specialized. In other words, because we’re a small team, it’s important that all of us are experts on everything – setup, lighting, filming, audio, interviewing, directing, editing, and more.

Lighting:
This is how you achieve a truly cinematic look. No matter how good your cameras are, your final product won’t look professional if it’s poorly lit. Proper, knowledgeable lighting setup is absolutely essential to create the desired mood and ensure visual clarity, making final the video look polished.

Sound Recording:
Using the right microphones and ensuring proper sound capture on set is crucial for delivering a professional end product.

Directing:
The director’s vision guides the production. An effective director ensures that actors and crew members understand and execute their roles effectively, capturing the desired shots and performances.

Shooting:
This is a meticulous (but rewarding), process. While it’s important to adhere as closely as possible to the shot list, sometimes a corporate production might require a little more improvisation. However, this is still where the pre-production planning pays off, allowing for a smooth and efficient shoot.

Post-Production

Editing:
Post-production begins with editing, where raw footage is transformed into a polished final product. This phase is as ruthless and pragmatic as it is artistic: it involves making tough decisions when cutting footage in order to frame the final product into something streamlined but engaging.

Sound Design:
Adding sound effects, music, and balancing audio levels are integral parts of post-production which can significantly alter the tone and dynamics of a video, as well as dictating your desired audience’s emotional response.

Colour Grading:
Adjusting highlights, saturation, and hues to craft a visually appealing and consistent look is an extremely important aspect of the editing process in both corporate productions and film, which also affects the overall tone and feel of a video.

Review and Revisions:
Reviewing the final product with clients is key to the process, helping ensure that the final video meets the right targets and specifications. This collaborative process is essential for delivering a product that resonates with the audience.

Final Delivery:
The last step is exporting the final product in the required format and delivering it to the client. Ensuring the technical specifications are perfect is crucial for the final presentation.

It’s All About Continuous Learning

Staying updated with the latest technology, techniques, equipment, and industry trends is one of the things that helps stay competitive, innovative, and cinematic. Though we’re a small company, we strive to adhere to the standards of much larger productions.

Through the practices outlined above, both commercial videographers, like us, and big-budget filmmakers can create high-quality, memorable, and impactful video content. Regardless of whether you’re aiming to captivate an audience with a powerful film or convey a brand’s message through a compelling commercial, these practices are the backbone of successful visual storytelling.

Get in touch if you have any interest in great video content!