The video production process can be broken into three phases: pre-production, production and post-production.

In short, you plan the video during pre-production, the content is shot during production and the film is edited together in post. Pre-production is the most time consuming part for the client while the same is true for the filmmaker during post-production.


The images, tone, style and dialogue need to be carefully planned out in order to ensure a quality outcome. Below are the most important questions you should be asking yourself during this phase:

  • What is the (business) objective of the video? What do you hope to accomplish by investing in this content?
  • What are the two or three messages that you want your viewership to leave with?

The “images, tone, style and dialogue” are just vehicles to accomplish the goals above. However, these elements are hard to convey. I suggest you provide the filmmaker with as many references as possible. Past videos made, general marketing collateral, other reference videos and company branding schemes will help the creative see your vision.

Other pre-production activities: scheduling, script writing, storyboarding, hiring actors, scouting locations etc…


The production phase is when the magic happens. Your cameraman – known as a “shooter” – will capture the footage. Depending on the video, designated sound and lighting personnel may accompany the shooter.

Please keep in mind that it will take the crew time to set-up the equipment and make sure the environment you are shooting in is conducive for quality footage. I suggest budgeting 30 minutes for set-up. In other words, if you are shooting at an office, you have another 30 minutes to do work before it’s your time to shine!


Once all the footage has been shot, the creative team will stitch the content together into a cohesive narrative. The effort you put in during pre-production will directly affect the efficiency during post. The clearer you are the better.

As a client, you should know that edits do not happen instantaneously. Every time a change is made – even if it is a couple frames – the editor needs to export the file. All that really means is the editor needs to wait in front of a computer for 30+ minutes every time a change is made. So be sure to group all of your requested changes together!


Learn about the drivers of video production cost.