When you watch commercials, music videos, TV shows or movies, have you ever wondered who does the job of making them in front of the camera and how do they come together? That’s the job of a video producer. There are actually two types of companies that create video content. A technical production company can point to details that the client is not interested in doing. They can do the things that come after shooting the video, editing, and post-production. Or they can just take the finished video and post it online. That’s something a video production company can do.
Other companies are full service. That means they do everything from start to finish, and so does post-production. A full-service company will handle the creative development and then write the script. They will be responsible for the locations and casting. They will produce, edit and deliver the final product for publication. A company like this is totally practical; the client declares what he wants and the video professionals do the rest.
A commercial production company, unsurprisingly, has a specific focus. Create short videos, 30 to 60 seconds long, that are geared towards your business brand. It is about promoting a product, a company or a service; or to spread the name, brand and message of a company to the public as widely as possible. A commercial production company creates videos to capture the attention and interest of the public, and to create excitement, “buzz,” as it is often called. The company creates what are effectively “teasers” to attract potential customers.
Commercial producers and their creative teams need to get excited about a customer’s product, brand, or message. In this way they develop ideas that connect with the audience. His process includes personally experiencing what the customer is selling to create an understanding of the market and the customer.
Video producer work seems creative and exciting, and it can be. It is also a very demanding and responsible job that requires not only creativity, but also people and business skills. You could think of the producer as a “creative problem solver.” He or she is the leader of the process from pre-production to actual production to post-production. The producer is responsible for planning, scheduling and final editing of the project, and for recruiting talent and staff. Participates in the selection of graphics and audio and may write the script. It is the point of contact between the company and the client, facilitating all communications to ensure that the project is delivered according to the client’s specifications. And of course the producer’s job is to make sure everything is done on time and on budget.
It is a very demanding job that a video production company does. You may not believe the amount of work that goes into a 60-second place and the number of people it takes to get it done. But these production companies know how to do it to the greatest effect.