- Definition of objectives
- Script development
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Vocabulary point
- Pre-production = Pre-production, the first phase of the audiovisual production process, takes place before shooting and aims to prepare and organize the necessary elements in advance, such as video creation, location scouting, and shoot organization.
A. Definition of objectives during the pre-production stage
First and foremost, it is essential for the videographers on our production team to understand the objectives of your promotional film. Our videographers will be the architects of your project: they therefore need to know your intentions and budget to determine which resources to use to “build” your video project.
Two possibilities:
- Do you have a very clear vision of what you want? A precise budget and specific guidelines for our team of videographers? Make sure your budget is consistent with your video project.
- Do you need a promotional film but don’t know where to start? Most of our clients contact us without knowing exactly what they want. That’s why we guide them based on their objectives and budget. Our video agency’s work is notably based on advice and personalized support.
For example, we produced a series of promotional films for the brand Couteaux du Chef. Their objective was to showcase the variety of knives offered for online sale. The tone of the video would have been completely different if the goal had been to show their manufacturing process! The same subject can be approached in various ways. It is therefore essential to think beforehand about the angle you want to emphasize.
Discover a video from our series for Couteaux du Chef:
What questions should you ask yourself for a video project?
To help you, we have drafted these questions to understand the purpose of your video:
- Why do you want to make this video? To promote a new product? To show your company’s production line? To modernize your communication?
- What is the central message?
- Who is the target audience? (aligned with your marketing target)
- What image do you want to project? Modern, high-quality, ethical…
- What will be the distribution channels? Website, social media, television, cinema, trade shows, internal communication…
- What is the deadline?
- What is the tone? A humorous tone will have a different impact than a typically corporate one.
- What type of video? A commercial film? Videos for social media? A more “corporate” corporate film? Interview videos of your employees? The list is long—let’s think together about what seems most relevant!
b. Script development for a successful shoot
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Vocabulary point
- Run-through: A run-through is a document detailing the steps and content of a video project, serving as a guide for its production.
- Video moodboard: A video moodboard is a visual and audio collage that captures the mood, style, and tone of a video project to guide its creation.
- Script: This is a detailed narrative document describing the entire story or concept of a promotional film. It serves as a guide for planning, production, and video editing. A well-developed script typically includes an introduction, plot development, character descriptions, and dialogues.
- Storyboard: A storyboard is a sequence of drawings created before filming, which may include technical annotations (camera movements, for example) to visualize the shots that will make up the video. Just like in a comic strip.
EVENT VIDEO
Not all types of videos require a script. For example, an event video is not suitable for scriptwriting because there is no story to create beforehand with characters acting out roles. Our role in such cases is to capture what is happening in the moment and convey the atmosphere.
Discover an example with our event video for TEDx Cannes:
Corporate video
For institutional videos or so-called “corporate” company films, we don’t talk about a script but rather a “run-through,” since there is no story. These videos often aim to present the company or a product and need to introduce key information. In this case, it is important from the very beginning of location scouting and/or preparation to clearly list the different points you want to highlight. These are usually pieces of information that are difficult to convey visually, which is why this type of video lends itself well to infographics and a voice-over, supervised in post-production by our video agency.
Run-through of a corporate film
- Start of the video
- Company history.
- Presentation of locations, premises, and staff.
- Presentation of the production line: highlighting technological performance.
- Marketing presentation of finished products.
- Statistics, key figures.
- Environmental aspects: labels, certifications…
- The social component.
- End of the video
Discover an example of an institutional film with our video “ETSI”:
Aesthetic video
For videos with an aesthetic concept, our videographers can work in advance on a video moodboard, which will provide a first preview of our artistic intentions. This moodboard consists of inspiring video clips, color palettes, video editing styles, key visual elements, and sound effects. The moodboard serves as a visual roadmap: it unifies the ideas and inspirations of our production team. It allows an effective visualization of the aesthetic, tone, and atmosphere we want to give your project even before the cameras start rolling.
Discover an example of a video moodboard we created for the “Ecotourism” project:
Scripted video
A script comes into play whenever there is a story to tell. These are often the most creative videos because they allow information to be conveyed through narration. A script is based on three acts: exposition, confrontation, and resolution. It tells a story with a beginning, middle, and end. Each part of the video cannot be shown separately. These are often the videos that most pique curiosity. Like a film, viewers want to know how the story ends!
Our teams, composed of videographers from cinema and communications backgrounds, can create a script perfectly aligned with your communication objectives. We work to craft an engaging narrative, discussing dialogues, actions, and ensuring every element contributes to delivering your message. We can also work from a script you have written. The message conveyed must be clear, concise, and easy to remember.
For example, here is the script created for Xiaomi:
Bonus: The storyboard, a tool for visualization
To validate a story or promotional film concept, we use a storyboard. This is a series of illustrations representing the different shots of a story. Each image is accompanied by descriptions detailing actions, dialogues, camera movements… It allows our videographers to approve the various shots before they are filmed. Storyboarding comes with a significant cost and is therefore used for more complex marketing projects, especially high-budget commercials.
Example of a storyboard created by us for Thales:
By integrating rigorous pre-production practices, clearly defining your objectives, and developing a precise script, you optimize your chances of producing a successful promotional film. Impactful and effective. Whether it’s a corporate film, an institutional video, or an event video, our video agency offers you its expertise in video creation and communication strategy.. By collaborating with our production team, you benefit from personalized support and innovative filmmaking techniques. Make your video project a success by relying on solid and well-planned pre-production.