How to Create A Corporate Video: A Comprehensive Guide for Marketers and Video Production Pros


Video marketing is a game-changer, offering a potent medium for storytelling and engagement. Yet, the meticulous craftsmanship behind every high-quality video often remains a mystery to those outside the video production realm. This comprehensive guide delves into the intricacies of the Video Production Process, demystifying what goes into creating an exceptional corporate video.

The Video Production Process: An Overview

Creating an exceptional corporate video doesn’t happen by chance. It’s the result of a well-structured Video Production Process, carefully segmented into three pivotal stages, each contributing unique value to the project. These are:

  • Pre-Production: The planning phase that lays down the strategic foundation for your video.
  • Production: The hands-on stage where all pre-planning is translated into actionable footage.
  • Post-Production: The phase dedicated to refining and polishing the captured content to create a compelling narrative.

Each stage is critical in its own right and collectively they function like gears in a well-oiled machine, ensuring the timely and quality delivery of your corporate video. By understanding and investing in each of these stages, you position your project for success, both in terms of achieving your marketing objectives and optimizing your budget.

Behind-the-scenes image showing the Lapse Productions crew expertly setting up for an on-location interview shoot, capturing the synergy and professionalism that goes into producing high-quality video content.

Pre-Production: The Blueprint of Success

Kickstarting the Journey: From Contract to Concept

The Pre-Production phase officially commences once the ink dries on the contract and the deposit is safely in the bank. This phase is a multifaceted endeavor, encompassing several key steps:

  • Onboarding: Here, we establish the scope, objectives, and deliverables for the project.
  • Creative Brief: During this step, we draft the storyline, tone, and visual aesthetics of your video.
  • Treatment: This involves translating the creative brief into a concrete, actionable plan, ready for execution.
An image displaying a detailed storyboard and shot list for a video production project. The storyboard features a series of hand-drawn sketches illustrating the sequence of key scenes, camera angles, and character movements. The adjacent shot list provides written descriptions of each shot, including camera movement, dialogue, and scene duration.

The Integral Tasks: More than Just Planning

This phase is replete with pivotal activities, including but not limited to:

  • Project Planning and Goal-Setting: We outline the project’s key objectives and set realistic, achievable targets.
  • Market and Audience Research: In-depth research ensures the video resonates with your target demographics.
  • Scripting and Storyboarding: These form the backbone of your video, setting the stage for impactful storytelling.
  • Location Scouting: The environment plays a crucial role; hence, suitable locations are carefully selected.
  • Talent Recruitment and Scheduling: Hiring the right cast and crew and coordinating their schedules.
  • Inter-Departmental Communications: Ensuring all stakeholders are in sync and informed at every stage.

The Undeniable Importance of Pre-Production

Neglect at this stage can be likened to a house of cards—remove one, and everything can come tumbling down, affecting the video’s quality, budget, and even your brand reputation. Thus, meticulous planning here acts as a safeguard against potential pitfalls in the subsequent stages.

Budget Allocation: An Investment in Quality

Pre-Production generally accounts for about 20-30% of the overall budget. While it may seem like a significant slice, it’s an investment that pays dividends by ensuring a seamless Production and Post-Production process, ultimately saving both time and money.

In summary, Pre-Production is not merely a preparatory phase; it’s the strategic blueprint that guides the entire project. This stage sets the parameters and provides the roadmap, making it an indispensable part of creating a compelling, high-quality corporate video.

Production: Lights, Camera, Action!

From Concept to Creation

Production is the exhilarating phase where the exhaustive planning of the pre-production stage turns into palpable action. It’s during this time that the crew assembles to shoot the raw footage that will eventually become your final video. For most corporate video projects, this part of the process can typically be accomplished within a single, strategically planned day.

Behind-the-scenes image of a Canada Goose executive being interviewed at the Canada Goose headquarters in Toronto, with cameras visible in the shot.

Budgetary Allocation: Investment in Quality

Production costs usually account for approximately 35-50% of the entire project budget. While this might seem substantial, it’s crucial to remember that this stage necessitates various resources, from crew salaries to equipment rentals and location fees. Investing adequately in this phase ensures you capture the high-quality footage that serves as the backbone of your final product.

The Dynamics of a Production Day

The day of production is often a whirlwind of activity, encompassing multiple tasks from setting up lighting and cameras to coordinating actors and ensuring all scenes are captured to perfection. Every single minute counts, and efficiency is paramount. However, because of the rigorous pre-production planning, every team member is well-prepared and aligned with the project goals, ensuring that the day proceeds smoothly.

In essence, Production is more than just the middle phase of a project; it’s the critical junction where your strategy evolves into tangible assets. It demands both precision and flexibility—capturing scripted moments while also allowing space for creative inspiration. This stage is where your video truly starts to come alive, setting the stage for the final transformations that will occur in Post-Production.

Post-Production: Mastering the Fine Details for Maximum Impact

The Multi-Faceted Editing Suite

In the Post-Production phase, our primary focus is refining the raw elements into a polished, cohesive final product. This involves a multi-layered approach that includes not just editing, but also color grading, sound engineering, and visual effects. Each of these elements plays a critical role in capturing the viewer’s attention and conveying your message compellingly.

A screenshot of an editing timeline from Adobe Premiere Pro.

Time Expectations: Quality Takes Time

Post-Production is a labor-intensive process that typically spans 2 to 4 weeks. This timeframe is vital for the careful curation and refinement of each element—transforming raw footage and audio into a seamless narrative that elevates your brand.

Budgetary Considerations: Value Beyond Cost

While Post-Production accounts for approximately 35% of the total budget, the value it brings is immeasurable. This stage serves as the final quality control, ensuring that every dollar spent on pre-production and production translates into high-quality output. Beyond its monetary cost, Post-Production is where your investment in time, effort, and resources truly pays off, culminating in a video that’s primed for audience engagement and ROI maximization.

Understanding the granularity involved in Post-Production illuminates why it’s much more than just ‘final touches.’ It’s the critical stage where your video’s disparate elements come together into a compelling narrative, enhanced by technical artistry. This stage adds the polish that separates professional, impactful corporate videos from amateur efforts.

The Imperative of a Robust Video Production Process

Financial Accuracy: The Real Cost of Poor Planning

One of the undeniable advantages of diligent pre-production is the precision it brings to your budgeting. An inadequately planned project can incur unexpected costs that can escalate quickly. For example, imagine needing an extra day of shooting due to poor planning; this essentially doubles your production expenses. The importance of financial accuracy can’t be overstressed, particularly in corporate settings where budget overruns can jeopardize the entire project.

Streamlined Revisions: Saving Time and Resources

Many assume that most revisions occur during the post-production phase, but in reality, a well-structured pre-production can significantly reduce the need for changes later on. This minimizes the time-to-market, keeps additional costs at bay, and ensures that the final video closely aligns with the initial vision. For businesses operating in fast-paced markets, this efficiency can translate to a significant competitive advantage.

Dependable Project Timelines: No Surprises

The repercussions of poor planning are not just financial; they also affect the project’s timeline. By meticulously outlining each stage, setting milestones, and accounting for potential bottlenecks, you ensure a predictable production timeline. This is crucial for inter-departmental coordination and allows marketing teams to schedule campaigns without worrying about delays. A predictable timeline fosters a harmonious working relationship between all stakeholders, ultimately streamlining the entire project from inception to launch.

In a world where time is money and quality is king, the benefits of a rigorously planned Video Production Process are manifold. By ensuring financial accuracy, streamlining revisions, and maintaining dependable timelines, you set the stage for a corporate video that not only resonates with your target audience but also maximizes ROI.

Conclusion and Next Steps

Grasping the intricacies of the Video Production Process is invaluable for both marketers and video production professionals. A robust and well-managed process not only guarantees a compelling final product but also optimizes time and budgetary resources.

Ready to transform your marketing strategy with a meticulously crafted corporate video? Don’t leave your project to chance—partner with experts who understand your needs down to the last detail. Contact Lapse Productions today for a comprehensive consultation, and let’s bring your vision to life. Reach out to us at the contact form to get started.

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