Production
The production phase is where planning turns into execution. Every decision made during discovery and pre-production is now put into action. A well-run shoot ensures efficient use of time, high-quality footage, and minimal reshoots, reducing delays and costs in post-production.
- Films with proper pre-production see 40% fewer delays on set. (Source: Wistia)
- Sound issues account for 80% of reshoots in corporate video production. (Source: HubSpot)
- On-set inefficiencies can increase production costs by up to 50%. (Source: Think With Google)
Without a structured on-set workflow, even the best-planned videos can fall apart due to miscommunication, technical issues, or poor execution.
The director, cinematographer, and crew must work in sync to execute the planned vision while remaining adaptable to real-time changes.
Start with a Clear Call Sheet → Ensure every crew member and talent knows their schedule.
Follow the Shot List Rigorously → Stay organized while leaving room for creative spontaneity.
Use Multiple Takes & Angles → Capture a variety of options for seamless post-production editing.
Monitor Footage in Real-Time → Use external monitors to review each take before moving on.
Action Step: Conduct a morning briefing before shooting begins to align all teams on the day’s schedule.
Technical execution is just as important as storytelling—poor lighting, bad sound, or shaky footage can ruin even the best script.
- Frame the subject properly → Follow the rule of thirds for visually balanced shots.
- Stabilize footage → Use tripods, gimbals, or sliders to eliminate shaky shots.
- Use appropriate frame rates → 24fps for cinematic storytelling, 30fps+ for corporate content.
Lighting Type | Purpose |
|---|---|
Key Light | Primary light source on the subject |
Fill Light | Reduces shadows and evens out exposure |
Back Light | Adds separation from the background |
Use external microphones → Built-in camera audio is rarely good enough.
Test for background noise → Avoid distractions that will be difficult to remove in post.
Record room tone → Capturing ambient sound makes post-production audio matching seamless.
Action Step: Conduct a pre-shoot equipment test to verify that camera settings, lighting, and sound levels are correct.
How talent delivers their lines and moves on camera impacts audience perception and engagement.
- Give clear, simple instructions → Overloading talent with direction leads to unnatural delivery.
- Encourage conversational tone → Unless scripted otherwise, natural speech improves relatability.
- Run warm-up takes → Allow talent to ease into their role for more fluid performances.
- Use teleprompters wisely → Helps with script adherence but can reduce authenticity if overused.
Action Step: Set aside time for rehearsals before rolling to help talent feel comfortable and confident.
B-roll footage provides visual variety, context, and smoother transitions in the final edit.
Shoot environmental footage → Showcase surroundings to establish setting and context.
Film close-ups & details → Add depth and visual interest by focusing on small but meaningful elements.
Capture candid moments → Authentic expressions and interactions enhance storytelling.
Use slow-motion or time-lapse when appropriate → Adds dramatic effect or condenses long sequences.
Action Step: Allocate at least 20% of your shoot time to capturing high-quality B-roll footage.
Even with perfect planning, unexpected challenges will arise—flexibility and quick decision-making are essential.
Issue | Solution |
|---|---|
Poor lighting conditions | Use reflectors or additional fill lights to balance exposure. |
Background noise interference | Adjust mic placement or reschedule for quieter time slots. |
Unnatural talent delivery | Provide relaxed coaching and reframe instructions. |
Equipment malfunction | Always have backup gear and extra batteries on hand. |
Action Step: Assign a troubleshooting lead on set who can quickly diagnose and resolve production issues.
- Not Reviewing Footage Before Moving On → Mistakes caught later lead to expensive reshoots.
- Relying on Fixing Mistakes in Post-Production → Prevention is always cheaper than correction.
- Skipping Sound Checks → Poor audio is harder to fix than bad visuals.
- Not Capturing Enough Footage → More footage means more flexibility in the editing room.
- Review clips immediately after recording.
- Fix mistakes in real-time rather than assuming they can be corrected later.
- Always record more coverage than planned—editing flexibility is key.
- Maintain a collaborative, open feedback loop on set.
Multi-Camera Shoots → Capturing from different angles simultaneously reduces production time.
Live Video Monitoring → Use external monitors and live feeds to ensure every shot meets expectations.
Cloud-Based Clip Uploads → Upload raw footage directly to cloud storage for immediate review.
AI-Enhanced Cinematography → Automated tracking and focus tools improve shot precision.
- On-set organization and direction are key to efficiency and high-quality output.
- Proper lighting, audio, and camera work ensure professional-grade footage.
- Capturing extra takes and B-roll reduces editing constraints and enhances final storytelling.
- Being adaptable on set prevents costly delays and improves overall production quality.
Book a Consultation With Look Studios
- Think With Google. How On-Set Efficiency Impacts Video Marketing ROI. Retrieved from thinkwithgoogle.com
