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  • Writer's pictureSøren Petersen

How video production success rests on a pre-production foundation

It’s hard to resist jumping straight into a video shoot. You and your team have your deadlines and mission ahead of you and the urge to get the stage set and the cameras rolling is palpable. But we’d like to argue that a finished video can only be as good as its pre-production planning. Taking the time between client and us, as your video production partner, to define 3 essential components ahead of time will not only ensure optimal project outcomes, but it will also help boost overall productivity for both parties.

To help the process run as smoothly as possible, we’re sharing some of our expert hints and tips to maximise video production productivity. Whether for an internal communications video or a product launch clip, take a look, and you’ll be ready to get started on your next professional video project.


Believe it or not, pre-production is one of the most important parts of the video production process. It can be tempting to want to jump straight to shooting, but the more time you spend nailing down all the finer details in pre-production, the easier and more straightforward the rest of the process will be (trust me).

It’s really easy to discuss ideas and change direction before our video crews get to work, but it’s much harder – and more expensive – to make drastic alterations to a video once it’s already been filmed. That means it’s in everyone’s interests to spend time thoroughly planning everything out.

Pre-production centres around three main themes: audience, context and messaging. This is a crucial time to consult with your video production agency to get our input on content strategy and set video objectives. Once you’re clear on all of them, you can be confident in filming a video that aligns with your brand and purpose.

1. Define your audience

Figuring out and defining your audience is the very first step in any filming process. If you’re shooting a recruitment video for a tech company, for example, your audience is likely to be educated professionals with an interest in technology and an appetite to join a fast-paced company. If you’re filming a brand awareness video, your audience might be potential customers who could benefit from using your product.

The clearer the picture you have of your audience, the better. It will help us determine the best approach for your corporate video and ensure the end result meets your objectives.

2. Be clear on the context

Another important conversation to have before our videographers start filming is around context. These days, videos are streamed across a huge number of channels and devices, and different filming methods show best on different media.

Maybe your video will be shown on a big screen in your office auditorium, or perhaps it’s more likely to be streamed by customers on social media using mobile devices. Once we’ve had these conversations, we can agree on the format and the best approach for your film.

3. Nail down your messaging

Once you’re clear on your target audience and the context in which your video will be viewed, it’s time to start talking about more of the details. Messaging can make or break a video, so it’s crucial to get it right. Finitely write down the key messages that the viewer/audience should be able to take away after watching the video. With those points set, you can build out the story to convey those messages in a memorable and entertaining way.

If you’re commissioning a brand or product video, you might want to ask yourself the following questions: What is my product’s USP? How does this benefit the customer? What makes my product different from a competitor’s product? What new features do we have to shout about?

On the other hand, if you’re producing a corporate film for your employees, you’d probably want to explore questions like: How will I capture people’s attention and interest? Does this messaging align with the company brand and values?

You might not be 100% clear on your messaging straight away, and that’s ok. A big part of the pre-production process is having these conversations and brainstorming different options before we start filming. The questions and answers that come out of your brainstorm will help set the limits and signposts of your storyboard, and within those limitations, you’re bound to get creative results.



The 3 categories above topics might sound basic and self-explanatory but in our 15 years of experience we often receive requests from clients where the basics of the project are still somewhat unclear. Then it’s our role (as the experts) to simply help our client answer the right questions so we have the best possible starting point for our video venture together.

Let’s get talking, planning and rolling

Whether you’re looking to launch a targeted recruitment drive or you want to showcase your latest product, Flicker Factory specialises in creating top-quality visual content that elevates your brand to the next level.

We’re a video production company based in Copenhagen, Denmark and have been in the business of filming for more than 15 years with accumulated video production process insights that we bring to every project. What’s more, we understand how important it is for businesses like yours to maximise your budget and get your video content produced quickly and efficiently.


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How video production success rests on a pre-production foundation

To help the process run as smoothly as possible, we’re sharing some of our expert hints and tips to maximise video production productivity.

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