How to make a video commercial: Production

It sounds easy but can be seriously challenging – when your concept is going to be transferred into a finished powerful video. No matter if it’s your friend or a small production company that will produce your video commercial, keep the following tips in mind, according to creative director Thomas Le Guellaff.

1. Find “your” creatives – and partner with them

Do you happen to have a talented friend who offers to create a video for you pro-bono? Good for you! If not, there are all kinds of small production companies out there. Look at their previous work to make sure that they will be able to craft what you have in mind. Keep in mind that the chance that you’ll get what you want is always bigger if you can refer to a specific previous video by the same producer.

If you just launched your salon – find a creative team or agency that would like to follow you on your journey. Frame it as a long-term collaborative project from which both of you can benefit. It’s true!

Frame it as a collaborative project from which both of you can benefit.

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If you’re recording yourself:

  • Yes, you can easily use your iPhone – or any kind of smartphone with an HD camera! Make sure to have a tripod handy. Often natural light from windows looks great and give an authentic and beautiful ambience. 
  • Pay a lot of attention to the sound! It might sound boingy if you’re recording inside a salon. There are many great microphones to be connected to smartphones starting at 50 quid. Perhaps it can also be used for future podcasting?
  • For quick productions, you’ll get around with pre-installed softwares such as iMovie – as long as you stay away from any forms of templates.
  • Don’t kill yourself. It’s time-consuming to edit moving pictures. Make sure to get a quick intro-guide from a friend to whatever kind of software you’ll be using. [/highlight]izettle-video

    2. Submit manuscript – and set goals + timeline

    Hand over the manuscript (read our previous article for hacks on how)  to your creative team and sit down for an important discussion. Now is the time to manage expectations and state the resources needed. Will you do voice-over? Can subtitles amplify the message? Also, don’t forget to set a realistic timeline where you decide number of reviews on first cut and who will make the final approval.

    behind-scenes
    Thomas: “We used actors for our commercial – why not invite your most loyal customers to participate in your video commercial?”

    3. Listen to feedback – and involve them

    Yes, actually listen to the feedback you get from the creative team. You don’t have to follow it, but don’t dimiss it. Another perspective may not only lead to great new ideas, the creatives will also feel fully onboard. And creating a successful video commercial is a 100% collaborative project.

    4. Oversee and help organizing the shoot – you’re the producer

    It’s common that creative productions get changed and delayed – especially if it’s organized as a side project. Stick to your schedule and agreement – be the friendly producer who is engaged, supportive – and knows how and when to praise them. Because remember, creative people in particular love to be praised and it’s an honest and effective way to keep them motivated.

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    5. Post-production – did it meet the requirements?

    When you get the edited video draft – make sure that it’s following your manuscript and stick to requirements in terms of tone and length. How many revisions have you agreed on? Pay extra attention to ensure that the sound is well-adjusted. If the recorded voices didn’t come out great, considering switching to voice-over.

    Be the friendly producer who is engaged, supportive and praiseful.

    Thomas is creative director at iZettle. He was responsible for the previous iZettle video commercial on air in the UK.
    Thomas is creative director at iZettle. He was responsible for the previous iZettle video commercial on air in the UK.

    In next week’s “How to Make a Video Commercial Part 3” we’ll discuss distribution, simply how to put the video in front of your customers. Our social media gurus got all the answers, stay tuned!

Published by

Gustaf Sjöholm

Blog Editor at iZettle

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