Utah Video Production



Creating an effective video begins with the pre-production process. It starts with the end in mind. Where do you want to take the viewer? What emotion do you want them to feel? What overall message do you want to convey?From there you can then decide who or what will be on camera, what they should look like , what the tone of the video will be. Everything from set design, to wardrobe, to color scheme to actions, dialogue and sub-context all play a role in communicating your message.

Too many times people will ask for a video and then after seeing it they want to do something different, something that could have been planned for with a good pre-production meeting. It’s much easier to make changes in pre-production than in post-production.

Start with a script. Even if the script isn’t read word for word on a teleprompter a script can give you direction and cause questions to arise early on and have the chance to answer those questions before diving into a costly production that ends up being scrapped because the location needs to be changed or some other major detail was overlooked due to poor planning. A script will help determine on-camera talent needed, location(s) and camera equipment involved.

Next, think about how the dialogue will be presented. Will an actor deliver the lines on camera or by a voice artist off camera? What’s the speed of the delivery? Will it be male or female? What tone will he or she use? Some talent are accustomed to memorizing their lines of dialogue and not prepared to read a teleprompter. This can be devastating when you hire talent that is to read from a teleprompter but has no experience. Experienced teleprompter talent can give the illusion that they are not reading a script and that they are knowledgable and engaged in the topic being presented. How easily you can lose viewers when the on screen talent eyes are obviously shifting from left to right reading the prompter, more focused on reading and less on acting. Be sure your next talent has enough experience in the area that they are to be used in.


Setting. Where should the subject be placed? If it’s a lawyer in front of a bookshelf or a court room makes sense. If it’s a car dealer, then put them in front of a car parking lot. These are obvious examples, but still location needs to be addressed and it should be based on your well designed message.

What length should the video be? Some videos are constrained by time. A 30 sec spot on TV needs to be exactly 30 seconds. A video that’s going to be uploaded to a website or YouTube is not so constrained by time. Always go as short as possible without cutting your message to short or inhibiting the flow and tone of the piece. Online viewers seem to have shorter attention spans as they have whole World Wide Web at their fingertips and can quickly jump to something more engaging or thought provoking.

Post Production

Where will the video be shown? This is important as TV has different video requirements than the internet or on DVD, such as frames per second and aspect ratio. It helps to know what format the majority of the audience will see your video so production can be approached accordingly. There are still many people watching TV on their older, boxier shaped TV’s that display things in a more square screen. This has to be accounted for. Nobody wants to be left out. In this such case, framing of the subject needs to be adjusted so important things in the frame are not left out of the frame that’s being cropped by these older TV’s.

Audience. Who will be watching? Is it a commercial that’s geared towards retirement? Or a children’s toy? Define the audience that you are targeting. Does it cross ethnic and gender categories? Or is it very narrow and specific? Knowing who will most likely be watching will enable you to cater the video that market and have better success reaching that market and obtaining their attention.

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