What the Video Production Team Does

In this picture; Director, Director of Photography, 1st Asssistant Camera, Grip, Production Assistants, Boom Op.

So, you’re new to video production, or maybe you’re just curious what a “gaffer” or a “grip” does on a shoot. Either way, we know video production terminology, and the many different job descriptions can be confusing, so let us bring some clarity.

A production team is a group of people who work together in various roles to create your video, commercial, movie, or show. When we refer to the “production team,” it includes everyone who will work on any of the technical aspects of creating your project, not including actors.  

Depending on the project, the teams may be large or small and include or exclude certain team members depending on the scope and needs. Often, the budget determines the team, and some of the members can fill multiple roles. As a rule, production runs smoother and is completed quicker, with higher quality, when you have a bigger crew, but it’s a cost trade-off.

Here Are Descriptions of Video Production Roles

Producer

The Producer is the client’s primary contact and business manager. They set the strategy, goals and expectations for the production. Producers hire the production team, manage the budget and schedule, and stay involved in the project from beginning to end. This role works closely with the director.

Director

The Director is the production’s “CEO”. They are the most visible on the shoot day and they are very involved in the day-to-day details. A Director will often help assemble and manage the team, modify the script, if needed, and oversee the budget, timeline and final product. They watch all parts of the production and answer any questions or concerns as they arise.

Assistant Director (AD)

Your production could have multiple Assistant Directors depending on its size. They’ll manage the set schedule, shot list, props and assure you’re staying on script.

Scriptwriter/Screenwriter

Here’s a script with notes from the Scriptwriter, Director, DP. Looks like a mess?

This one is pretty self-explanatory, but the Scriptwriter writes and edits the script. They work to advance the story, align with the strategy and reach the desired goals for the production.

Director of Photography/Cinematographer (DP)

A Director of Photographer, or Cinematographer is the person who brings the script to life on film. This role is responsible for planning and executing the use of lighting, camera angles, colors of lights, cameras and other equipment to ensure the right mood and look is on target. They work very closely with the Director to ensure the Director’s vision is accomplished.

Camera Operator

This role reports to the DP and operators the camera and associated gear according to the DP’s direction. It includes ensuring the color, lighting, focus, exposures, and other filming aspects are adjusted accordingly. They may also have an assistant to help with cables, batteries and other duties.

Lighting Director / Gaffer

The lighting director and or gaffer work together to manage the lights and all associated components and plans. The gaffer is the electrician, while the lighting director makes decisions to achieve the right look and light placement.

Key Grip

The key grip secures lighting, cameras, microphones and anything on the set that needs to be rigged in a specific place.

Audio Technician

The audio tech manages audio recording, microphones, and monitors and adjusts audio levels.

Set Designers help plan and execute everything on set that needs to be seen in a shot. They work as part of the Art Department.

Set / Production Designer

A set designer creates the storyboards for the production, including actor placement, backgrounds and any environmental direction.

Art Director

The production designer and art director work together, creating the background elements, props, sets, and features.

Hair and Makeup (HMU)

HMU artists are the unsung heroes of film making. They make us all look good by making the talent look good. There’s an art to making sure people look good on camera and HMU knows how to bring the best out of skin complexions and hair colors.

Editor

The editor organizes and manages the filmed footage for the production and places them individually in the correct position to develop the sequence of scenes. It might seem confusing (see below) but a good editor knows the ins and outs of their editing program to make the most of the footage.

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Here’s the editor’s view once the editing begins.

Production Assistant

The production assistant helps do a bunch of little things to save other staff time and keep the production running smoothly. This could include getting lunch, organizing equipment, standing in for an actor, or any number of small tasks.

Each of these roles requires a specific skill set that helps to make the production better and more cost effective in the long run. Even though your production may not include each of these roles, it’s still work that will be completed to make your project a success.

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.

Colors and style all match the client’s brand and were planned well in advance.

Props and clothing were all chosen to match from scene to scene.

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.

How to Create A Video Production Budget

In today’s marketing, having video content is no longer an option. Videos help you build your brand, capture leads, and gain customers. But how do you budget for it?

The first question marketers have about video is, “how much will it cost?” Unfortunately, because every video is different, there’s no easy answer. But there are guidelines to help you figure out how to budget for your specific video production. 

When budgeting for all the creative assets your brand needs, the best approach is to start with the tactic that will bring you the best return. Today, that's video. Divide the rest of the budget up for other outlets.

So how much should you allocate for your video production budget?

A study by Magisto reported that most businesses spend more than 25 percent of their marketing budget on video. This is a good baseline for anyone.

To determine how much your video production will cost, consider these factors.

Strategy

Determine your goals. Are you looking to raise awareness with commercial production, improve engagement with animation, raise investment capital with a personalized message, or earn more conversions with a demonstration? Knowing your goal will help you decide which type of video you need.

The type of video you need determines the assets, equipment and skill set required to make the video. Animation and special effects can require designers, artists and animators. A demonstration video may need an actor or actors, voice over artist and a lot of planning. Commercial productions may need actors, locations, vehicle rentals and more.

The quality of your video content will have an impact on your budget as well. Do you want the cheapest actor available, or someone with experience? Do you need a beautiful location, or a simple office in your building? If you’re creating an animated explainer video do you want readily available template graphics or custom, personalized graphics?

Where you’ll use the video determines the format(s) and, to some extent, the length it will be. You should know beforehand if your video will be seen on YouTube, Vimeo, Instagram, television, social media, etc. Different video platforms have different requirements for video. In addition, if you plan to use your video on multiple platforms, the multiple formats and various cuts required may require additional work that will increase the cost. And generally speaking, longer videos cost more.

Once you have the strategy, move on to the creative assets by determining what you already have on-hand to give the production team (images, previous video content, style guide, branding elements, etc.), what assets the production team will need to create themselves, and how soon you need your video.

When making these decisions remember the axiom: “Fast, Cheap, and Good… pick two. If it’s fast and cheap, it won’t be good.”

The script

The script for your video can be a good indicator of how involved your video production will be. Generally speaking, the more complex the script is (one interview with a team member vs. having multiple actors, filming in your office vs. needing a location) the more the video will cost to produce.

To determine the cost of your video, do what a video producer does and break the script down scene by scene. Identify all the elements that could add to the cost. Consider the actors, the location, the amount and type of graphics you envision, locations or special effects.

Do you already have footage, or must it all be filmed or created in the studio? If you want something in the video, it must come from somewhere.

In conclusion

The cost of your video production is in all these details. Once you have an idea of everything you need, the price will start to become apparent. Try to keep that cost to about 25% of your total budget and you’ll be on track for a successful project.

https://www.magisto.com/reports/video-market-size#:~:text=The%20new%20rules%20of%20engagement%20%2D%20Belonging&text=Video%20marketing%20already%20dominates%20marketing,instead%20of%20hiring%20ad%20agencies.