When you watch commercials, music videos, TV shows or movies, do you ever wonder who does the job of putting them in front of the camera and how they are put 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 focus on details that the client is not interested in doing. They can do the things that come after the video is shot, 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 it all from start to finish, and in post-production too. A full-service company will do the creative development and then write the script. They will be responsible for locations and casting. They will produce, edit and deliver the final product for publication. A company like this is totally practical; the client says what he wants and the video professionals do the rest.
A commercial production company, as you might expect, has a specific focus. Create short videos, 30-60 seconds, that are business brand oriented. It is about promoting a product, a company or a service; or making a company’s name, brand and message reach the public as widely as possible. A commercial production company creates videos to capture audience attention and interest, and to create excitement, “buzz” as it’s often called. The company creates what are effectively “teasers” to attract potential customers.
Commercial producers and their creative teams need to be excited about a client’s product, brand, or message. In this way they develop ideas that connect with the audience. Their process includes personally experiencing what the customer is selling to create an understanding of the market and the customer.
The video producer’s job seems creative and exciting, and it can be. It is also a highly demanding and responsible job that requires not only creativity, but also people and business skills. The producer could be considered a “creative problem solver.” He or she is the leader of the process from pre-production to actual production and post-production. The producer is responsible for the planning, scheduling, and final editing of the project, and for hiring talent and staff. He participates in the selection of graphics and audio and may actually write the script. He 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, it’s the producer’s job 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 ad and the number of people it takes to pull it off. But these producers know how to do it to the greatest effect.