Don’t hire a film production company just for their technical expertise behind the camera
So, you need to hire a videographer, film production company or video production company but don’t know where to start? Or you think you want a brand film, but really need to discuss it with someone that is more than a point and shoot camera person.
We’ve written previously about how there are a lot of bad videos out there (read: 7 steps to a showstopping brand video script). To avoid ending up in this situation, you should always check out the work of the company you are considering. Do you like their style? Do they specialise in a particular sector? Or do they have a variety of work adapted to suit their clients’ brands? Are they a good fit for you?
Once you have identified a film production company to create your film, there are eight essential questions to discuss with them before they start. Some of these you should ask them and some we would hope they ask you! After all, an excellent film or video is the result of a collaboration of minds. And by sharing as much as you can in the briefing process, it will help the company understand your expectations and ensure they can meet them.
8 Essential Questions to Discuss with Film Production Companies
1. Why do you want a brand film?
This is one of the very first questions we ask our clients.
What is your brand film’s purpose? Is it to showcase your services or to bring your product to life? Or is it to attract new customers? Are you trying to grow your business and want to look more professional? Is it part of an overall marketing strategy?
Some of these questions and many more form part of initial discussions we would have with the client. And they are vital to ensuring video is the correct channel for you and that the film will add to your overall ROI. Otherwise, what’s the point?
Read: What is a Brand Video and why do you need one?
2. What story do you have to tell? How will they tell it?
If a brand film doesn’t tell a story it’s simply a camera whizzing around a corporate environment. To make sure you don’t end up with this result, look at the video production company’s previous work, does it create an emotional connection?
Does it make you laugh or cry? Does it create a reaction?
Think of one of your favourite films. It’s memorable because it left an impression. It made you feel, happy, sad, angry, inspired—it evoked emotion. A company’s brand film should do this too. Just because it’s corporate, doesn’t mean it needs to be boring.
3. Who is the audience for your film? How will the film production company capture your target market’s attention?
Audience is really important. Ask yourself, who do you want to watch your film? And what will grab their attention? How are you helping them solve a problem? Why would they watch the film and how can you connect with them? This helps you see your audience’s persona.
We often work with clients to identify their audience personas. This information helps to form your strategy for the brand film. It identifies who you are targeting, what their likes and dislikes are, as well as their aspirations, their age bracket and where they are likely to be found online.
4. Ask about the strategy behind the film idea.
What is your film production company’s strategy behind the sequence of shots? How will it all come together? At Primer Associates, we script and produce a step outline as a minimum. This is so we can show the client in advance and give them an idea of what they can expect generally.
It’s important to trust in the process, even if it feels unfamiliar. For example a script we would write for a film would be MUCH shorter than a blog post. This is not your time to mention every available service in a voiceover. Remember your film needs to tell a story. You don’t want to be selling your company, but instead be engaging your viewer. Discuss this with the film production company. They will have done this before and know what will work and what won’t!
Read: Film Strategy - What it is and why you need one
5. What is the project budget?
As with all marketing projects the budget will depend greatly on the work involved. We’ve created films for $1,000 and we’ve created films for $20,000 plus. There are many factors that affect the budget. Be clear from the outset what you have to spend. This will make it easier for your video production company to exclude certain factors that will increase the price. Ultimately you may not need to spend thousands. It’s all in the planning and strategy.
Below are some factors that will affect your film’s costs:
Are you filming in multiple locations over several days or can it be filmed in a day?
Are you using actors or staff within your company? While staff may not require a fee to take part, are they at ease behind the camera? Or will they require additional takes in front of the camera.
Will the film require a voiceover?
Does it require graphics to explain the story?
How much editing will be required?
What travel costs are there for staff and film crew?
What are the catering requirements on the day?
Will there be costume, hair or makeup requirements?
Does the film require multiple cameras with multiple camera people?
Can the B roll be taken on the day? Or does that require a revisit to the location?
6. What is your timeline?
If the film is needed for a particular launch date, then communicate this to your film production company early in the briefing process. It takes time to organise locations, camera people and makeup, and to ensure you have the right staff available.
After filming there is an editing process, which includes adding soundtrack, film grading and titling. While these elements take time, a well-planned film is always going to be an enjoyable process for everyone.
7. Sign off the concepts in advance
Some sequences will free flow on the day. But there is nothing worse than turning up on set and discovering that the brief has been completely changed by the client. We’re suddenly faced with having brought the wrong cameras or kit. Or perhaps we now don’t have enough camera people to execute the idea the client had overnight.
Before the day of filming, make sure you fully understand the storyboard and overall strategy. Huge changes on the day to scripts leaves everyone vulnerable, and the results will reflect this. We always have a plan B and C, but there is only so much prep we can do. For example, if instead of interviewing one person on the day, we suddenly have to interview five people, this will certainly impact the quality of the outcomes.
Great communication between the film production company and the client is vital. Work closely together and you can achieve the very best film that everyone will be proud of.
8. What else can be taken from the film and re-purposed?
Dependent on the film strategy, the film production company can often create short socials or video snippets from the film. This lets you make maximum use of the content.
The film company should discuss this with you at the very beginning of the project. If they don’t, ask them.
You may also want to take some behind the scenes shots on the day to share to your socials. This is the perfect opportunity to tell your audience of the exciting project you are working on. Tag the film company. Yeah, a cheeky suggestion on our part, we know, but consider that you’re now doubling your audience exposure. And the film company will appreciate it!
Remember earlier that we mentioned not selling every service in the film itself. Well these services could be mentioned with socials. Showcase the film and introduce other services in the text to accompany the film. There are so many options!
Takeaway
This list is by no means exhaustive. No two projects are the same—there are so many variables. However, good film production companies should provide a solid framework of what they need from you. They should ask you the right questions and in return plan and deliver an exceptional brand film.