Making a video: an introduction to the process

Before we start developing a video, we prepare a brief for the creative team. At this stage, the major source of information is the product owner. They set the goal, define format and media potential of the video, and then, based on this information, determine the budget for the filming and hold the briefing for the team, whether it’s an internal or external one.

Depending on the budget, the approach to making a video will vary, so it is important to determine it before the brief is drawn up. Once the production budget has been set, the owner fills out the brief using a template where they specify all the details.

About the product and the task:

product name,
product characteristics,
audience survey results,
the purpose of the video: why we are making it,
the format and media potential of the video,
production deadline.

About the visual and content of the video:

vision,
ideas,
wishes,
references.

When the brief is ready, the owner meets with the creative team to present the task and discuss the details. After this meeting, the team starts developing the script.

Responsibility for the task is now passed on to the creative producer (creator, creative copywriter, director/producer): they are accountable for choosing the idea and the results of the team’s efforts in realizing it.

The creative producer coordinates the participants at all stages: organizes the video production process, initiates meetings, reminds the team of the tasks, evaluates the results and controls deadlines.