Navigating the Video Production Process

A Guide for Communications Professionals

In the digital age, videos have emerged as one of the most effective communication strategies for businesses worldwide. They have the unique ability to grab the attention of viewers, simplify complex concepts, and showcase a brand’s identity in a dynamic way.

For communication professionals in mid to large organisations, mastering the video production process is crucial for crafting compelling content that resonates with their target audience.

This guide aims to demystify the video production journey, offering step-by-step insights and practical advice to ensure the success of your video projects from conception to completion.

Whether your goal is to inform, educate, promote, or entertain, understanding the intricacies of video production will empower you to manage video projects with confidence and creativity.

Filming on location for a video production for The Jasper Picture Company - there is a woman in the foreground, and then out of focus in the background, her two kids play at a bench.

Understanding the Pre-Production Phase

The pre-production phase lays the groundwork for a successful video production project. Here, critical decisions are made that determine the video’s direction, content, and overall quality.

More work done here will mean that less time is needed in the video editing and production phase. It is also the cheapest part of the production process.

Objective Setting

Before anything else, it’s essential to define the purpose of your video. Is it to introduce a new product, share company news, provide educational content, or engage your audience with entertaining stories?

Setting clear, measurable objectives early on guides the entire video production process, ensuring every decision aligns with your ultimate goal.

Concept Development

With your objectives in mind, brainstorm ideas that tell your story in an engaging way. Think about what makes your company unique and how you can convey that through video. Consider your audience’s interests and needs – what would they find valuable or compelling?

This is also the time to decide on the tone and style of your video content. Will it be formal, casual, humorous, or inspirational? The type of video you want to create will often help guide this decision. Are they corporate videos that your organisation needs or social media videos for TikTok.


A well-written script is the foundation of your video production. It should clearly convey your message and engage your viewers from start to finish. Keep your language simple and direct, avoiding industry jargon that might confuse your audience.

Remember, the script isn’t just about what is said; it also includes directions for visuals and sound, ensuring that the video is a cohesive piece.

A script doesn’t have to be word for word. It might just be a list of bullet points that you want interviewees to hit.

The more work you do here though will help your video production company or inhouse team to make sure that they are capturing what you need.


Budgeting is about more than just counting costs. It’s planning how to allocate resources effectively to achieve your vision.

Consider costs such as talent, locations, equipment, and post-production edits. Don’t forget to set aside a contingency fund for unexpected expenses – it’s always better to be prepared.

You will also need to take into account any ad spend you are planning on using to push your video content out.

Choosing a Video Production Company

Selecting the right video production company is vital. Look for a team with experience in your industry and a portfolio that impresses you. They should understand your vision and your video marketing in general, and be able to provide creative input that enhances your project.

Communication is key; make sure they are responsive and open to your ideas. They should be able to demonstrate that their video production services are focussed on the video content being a success for you and your organisation.

A shot of an Atomos Ninja with the talent on screen for a Melbourne Video production Shoot - The Jasper Picture Company

The Production Phase Unwrapped

The production phase is where your planning comes to life. It’s a dynamic process that requires flexibility and attention to detail.


A detailed schedule is your best tool for a smooth production. It should outline what will be filmed, when, and where. This includes booking talent, securing locations, and coordinating the crew.

A well-thought-out schedule prevents conflicts and ensures that your project stays on track.

Location Scouting

Choosing the right location can add authenticity and appeal to your video. Whether it’s an office, a public place, or a studio, consider the visual and acoustic qualities of your locations.

If you are filming corporate videos, do you have an office space, or meeting space, with enough depth and that is quiet enough to conduct interviews? Is your corporate video a testimonial from a client, will you need to be organising a space for them to talk.

Secure necessary permits in advance to avoid last-minute issues.

Equipment and Crew

The quality of your video greatly depends on the equipment and crew. From cameras and lighting to sound recording and editing software, make sure you have the right tools for your project.

Your video production crew should include professionals who are skilled in using this equipment and bringing your vision to life.


Filming days are all about execution. Ensure clear communication among your team and stay flexible to adapt to any challenges that arise.

Capturing additional footage, like b-roll, can be invaluable for enhancing your video during editing.

We try to work to a 1:1 ration in regard to interview time to b-roll time, this will help make your video content all the more engaging because there are more shots to work with.

Big windows mean big key lights. Filming on location and shooting an interview for a conference - The Jasper Picture Company

Post-Production: Bringing Your Vision to Life

This is where the magic happens, transforming raw footage into a polished video.


Editing is a meticulous process of selecting the best takes, arranging them for optimal flow, and adding music and sound effects. It’s an art form that requires a keen eye for detail and a good sense of timing.

Graphics and Effects

Graphics and special effects can enhance your video, but they should be used judiciously. They can help illustrate complex information or add visual interest, but the focus should always be on your message.

Feedback and Revisions

Gathering feedback is crucial for refining your video. Share drafts with stakeholders and incorporate their input. This collaborative process ensures that the final product meets everyone’s expectations. A good video production company will give you at least two rounds of changes as part of the editing process.

Final Delivery

Preparing your video for delivery means ensuring it’s in the right format for each platform it will be shown on.

Whether it’s for social media, your website, or a presentation, optimizing your video for its intended audience and platform is key.

FIlming outside Melbourne looking across a lake. Video production - The Jasper Picture Company - FX6 with a 70-200mm lens in shot


Understanding the video production process is essential for communications professionals aiming to leverage this powerful medium. Videos offer a unique opportunity to engage with your audience, delivering messages that resonate and leave a lasting impact.

By following the steps outlined in this guide, from pre-production planning to post-production polish, you can navigate the complexities of video production with confidence and creativity.

This knowledge empowers you to produce videos that not only meet your communication objectives but also elevate your brand in the eyes of your audience.

Remember, the most successful video production projects are those that are well-planned, creatively inspired, and meticulously executed. Each phase of the process offers a chance to refine and enhance your message, ensuring that the final product is not just a video, but a compelling piece of communication that speaks directly to your viewers.

As you embark on your next video project, keep these guidelines in mind. Approach each step with purpose and attention to detail, and don’t hesitate to seek out professional expertise when needed.

With the right planning, team, and execution, you can create videos that make your message unforgettable.

Call to Action

Are you ready to take your corporate communication to the next level with professional video production?

Whether you’re just starting to explore the possibilities of video content or looking to enhance your existing strategy, we’re here to help.

Our team of experts is equipped with the skills and knowledge to bring your vision to life, delivering high-quality video content that engages, informs, and inspires.

Don’t let the complexities of video production hold you back. Reach out to us today, and let’s create something amazing together. Your audience is waiting.

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