Production Design: What it is and Why You Need it
You’ve planned, you’ve scheduled time with all the right people, everyone is watching and you’re ready to start filming your video….At least, you thought you were until your actor is in place and you realize the background doesn’t fit the scene, his clothes don’t match the theme, and his coffee mug with ‘TGIF’ in large letters is not the sentiment you want.
Enter: Production Design.
Production design is a critical aspect of the video shoot that can go unnoticed until something’s wrong. But it's the component that sets the aesthetic of your story. It’s the thing that gives viewers a sense of time, place, plot and emotion – and most importantly, your brand. All without saying a word.
Some aspects of video production that fall under production design are set dressing, location, wall color, furniture, props and wardrobe. Should your video take place in a modern office? A country farm? Should your actor wear overalls? Jeans? Business casual? Should you use your brand colors and avoid those of your competitors?
Considerations like these will set the nonverbal cues of your video. As they say, a picture is worth 1,000 words and that’s truer with video than almost any other medium.
When You Need Production Design
Pre-Production
Curtains, a bed, a table, a computer, wall art, a side table. All these items were planned beforehand and were ready on the shoot day.
Production design planning must start in pre-production as soon as the script is ready. Here’s why: this is when the designer will read the script and begin planning ideas with the director and/or your team. Decisions made now will impact the budget later. In addition, projects needing more design also need more time to make sure those design items are available and in hand on the day of the shoot.
Some of the things to consider at this point are:
Build a set or find a location that works
What is the tone, mood, or theme
Will there be special effects or not
If necessary, the production designers will conduct research. They'll develop a mood board, look-book or sketches. Some projects need more research than others. If, for an extreme example, your video takes place in outer space, what do astronauts wear, what do they drink out of, and what’s in the background?
But the production designer can’t do it alone. They’ll also manage the creative team, set budgets and schedules, and ensure the video stays true to the vision.
During Production
Some production design is simple. In this case, our client’s brand colors were white, green and yellow. Small items in the background along with a green wall made sure we adhered to their brand guidelines.
The production designer will manage the video production team and ensure the set, wardrobe and props are correct. They’ll be available for questions and to fix any unforeseen issues that may arise.
They’ll also prepare the team and the set for any changes or construction coming up the next day.
Production Design and Budget
Like any creative project, things don’t always go as planned. As a result, a production designer must develop quick solutions on set while ensuring the team stays motivated and productive. The decisions they make will take time and money in labor and materials. Their choices will impact the timeline, and that can affect the entire production.
In summary
Your locations, sets, costumes, lights, etc., all work together to create a world on screen. Imagine if Harry Potter took place in a modern high school instead of a mythical land. What would be different? Clothing, locations, hairstyles, makeup, modern props vs. old props, etc. Having a fantastic script, cast and crew won’t be enough if the production design doesn’t tell the right story.
Production design is a critical component in storytelling. Your approach to the visual details, such as interior, exterior, location, animations, etc., will create the mood that tells us the video is in an office, on a farm, in the desert, or on the moon.
Good production design is just one piece in a successful ad campaign, but it’s also one of the most important. Unfortunately, it’s overlooked far too often. Ensure the success of your project from the start and keep production design in mind.