Video production: the art and mechanics of organising moving pictures and sound into stories or mood sequences.
For communicators, video production is also the alignment of those stories or mood pieces with
desired outcomes in engaging, influencing and perhaps moving to action or to shift in attitude.
Audience and objective are always the starting point, if a video is to be worth the time, effort and cost of production and distribution.
Then the next set of decisions surround programme approach and style: just what kind of video might have a good / the best chance of
success in reaching and influencing key audiences in the desired dirction?
At this point a whole toolbox of possibilities is open, from talking heads to animated graphics, from detailed, authoritative documentary
investigation to short, sharp advert, from music video to stages scenes with actors facing scenes which tear at our understanding and emotion, allowing us to engage with the human condition
in different ways and, perhaps, to learn and grow.
Script, programme treatment. Often a first step, or at worst a second step after budget setting, working through audience, audience
context - what do they typically already know or think, what other messages are they being exposed to, how else is the organisation talking to them - desirable and appropriate style, review of
available physical and financial resources, and planning schedule and distribution method.
If the basic idea for the video isn't anything much, then it will be hard for you or an outside to producer to
come up with a finished video that does anything much. Although sometimes you can rewrite effectively in the edit if you have to, this is normally more costly and less efficient.
Filming, graphics creation, stock imagery. Based on the script, idea, or programme treatment, this stage is
the heart of the video production process. Appropriate camera choice, level of crewing will help to make this go smoothly, and ensure costs meet budget requirements.
Editing is a bit like word processing where you can only use whole, pre-formed sentences: a huge amount
can be achieved, but this does depend on having good material for the editor to work with.
Grapevine Communications producer Michael Smith has strong professional training, experience and skill in each of these key areas, and takes a flexible approach, seeking
the right programme ideas to meet audience, objective, budget and schedule on each project.
Whether what's needed is an emotive image piece, a documentary-style report, a staged drama, training,
public relations, or a simple record of events or activities, Grapevine can supply striking creative ideas and high production values at competitive prices.
Based in Cambridge, East Anglia, Grapevine offers full video production and allied script writing, project
consultancy and graphics production services across England.
For a brief look at video styles follow this link.
Some selected customer comments are here.
Or this link goes to some images from various projects.
Of course it takes more than buying an instrument or music software to make a musician, and more than a
camera and editing software to make a filmmaker.
If you are thinking about DIY video production, there are some things to consider:
Grapevine Communications Cambridge UK
corporate video production , DVD production, motion graphics, consultancy