Strategic Storytelling That Keeps Paying Off
Unlike amateurs or freelancers who “just shoot and edit,” seasoned producers think like marketers and journalists combined. They know how to ask the right questions, draw out authentic emotion, and build a narrative that reflects your brand’s values.
Field producer Matt DeSarle interviews CEMS owner/operator Stephen Senkavich.
Why Pre-production matters in corporate video production
Our videographers don't just show up and "wing it." There's a blueprint to what footage will be gathered. However, that formula is not an immovable object. Our field producers have the savvy to adjust on the fly and respond to special moments.
During the pre-production phase of our process, we are of course learning about the brand identity. However, we are also discovering how, why, and who is important to telling the story. The where, when, and what can be established with tags in a social media post. You don't need to hire a videographer for that. Instead, our video producers focus our pre-production meetings on the psychographics of the target audience.
A classic advertising formula is to expose the pain point. However, we don't just want to show a linear problem-solution path. Our field producers discover which stories will be most dynamic on-camera. Some stories are naturally photogenic. Stories that aren't as naturally photogenic get some extra brainstorming for how to communicate it through video.
During pre-production, we may also run into a topic that cannot easily be told in a 60 second video. Instead, perhaps it's better to tell that story in a series of videos. As you develop this game-plan, we might agree that there are different audiences for different videos. The interior designer who is doing a show-and-tell video about a new dining room remodel might give a series of advice on table settings. The audience for table settings could easily be more of the general public as compared to an affluent buyer looking for a luxury remodel. Therefore, being intentional about the goal of each deliverable video is an important discussion to have early.
Click here to learn more about what to expect during our pre-production conversations.
An interior designer describes her process inside a newly finished dining room during a video shoot.
Everyone who works as a field producer with All Business Videography has graduated with at least a bachelor's degree in multi-media production, journalism, and/or marketing. A producer has the editorial judgement to gather the right material to serve the target audience. That process not only technical planning beforehand, but common sense and flexibility on the scene.
How producer-led interviews coach subjects to the soundbite
Performing on-camera is also something that many people, even successful professionals, loathe. Hiring an experienced TV and video producer to lead the process makes life much easier. Experienced field producers create simple exercises so that the interview subject can find a rhythm.
Sometimes, that includes asking stupid questions.
Other times, the video interview requires a reframing of who the audience is.
How experienced documentary producers approach character development
Producers with All Business Videography are journalists at heart. We don't fake scenes. We are capturing moments that are naturally happening within a scope of regular business. We want to anticipate special moments that can't be replicated. If there's a "big reveal" that happens in your store or your office, we want to know what that camera framing can look like ahead of time. We not only discover what the scene could look like, but what it also sounds like. Body language is another ingredient that we want to understand.
Speaking of which, when it comes to a character who cringes away from the camera, we want to avoid that person too. Our video producers try to touch base with participants for our videos ahead of time. We seek their willingness to be on-camera. If someone is reluctant, it most likely won't be a good outcome for the video. An awkward participant will make for "bad television."
Conversely, our field producers have awareness to invite new participants in the flow of the moment. At a recent construction video shoot, this equipment operator was the only person in motion on a job site before 9 a.m. He was also very excited to be on camera. Therefore, we sought his permission to participate in the video and strapped a GoPro onto his cement roller. This made for a great b-roll sequence for the final case study highlight video.
A truck driver shakes the hand of our field producer and stars in a video cameo.
How editorial guidance bridges videography and video editing
There is a debate in marketing circles that we find hilarious. Professionals are asking if they should hire a videographer and a video editor separately.
Do you walk into a restaurant to interview the prep cook and chef separately?
Do you walk into a medical office, hire a nurse to take your vitals, then walk your chart across the street to a different doctor to continue your check-up?
Videographer Matt DeSarle (seen in the background) captures footage inside of a science lab during a corporate documentary.
Our video producers are accountable for the entire video production from the pre-production to the final delivery. Our producers serve as all of the above -- marketing agents, videographers, and video editors. A producer is supervising that entire sequence.
Video editing is a core service that we offer. It's always step 4 of our 6-step process. However, if your brand requires raw footage, we sometimes offer this option for 30-40% more of the project cost. Please see your supervising producer for availability and to confirm costs.
How to put a price on editorial guidance
Editorial guidance shapes every great video — during Zoom calls, on set, and in the edit bay. It's the heart of what we do.
We produce broadcast-quality videos. Of course, there is a purely technical aspect to that standard. However, the standard also recognizes that details matter and that we need to shape how a message unfolds. We are accountable to the overall message.
That editorial judgment is what separates polished, purposeful storytelling from aimless footage. At All Business Videography, this expertise is offered at $55 per hour, a rate that delivers exceptional value—especially when applied to video editing, where the tangible outcome is a finished, professional-grade video file that reflects your brand at its best.
Field producer Matt DeSarle works with David Smith, the store owner of Old Main Frame Shop, to record color palettes in the store.