Just 60 Seconds

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When you see commercials, music videos, TV programs, or movies, do you ever wonder who it is that handles the job of getting them on camera and how they’re put together? That is the work of a video production company. There are really two kinds of businesses which create video content. A technical production company might target details that the client is not interested in doing. They may do the things which come after the video is taken, the editing and the post-production. Or they may simply take the finished video and place it online. That’s something that a movie production company can perform.

Other companies are full-service. That means they do everything from start to finish, and post-production as well. A full-service company will do the creative development, then write the script. They’ll be responsible for locations and casting. They will create, edit, and deliver the final product for submitting. A company like this is wholly hands-on; the customer states what they need and the movie professionals do the rest.

A commercial production company, as you might expect, has a particular focus. It creates short videos, 30 to 60 seconds, which are oriented toward commercial branding. They’re all about promoting a product, a business, or a service; or getting a firm’s name, brand, and message out before the public as widely as possible. The company creates what are effectively”teasers” to bring in potential customers.

Commercial manufacturers and their creative teams have to get excited about a customer’s product, manufacturer, or message. In this way they create ideas that connect with the audience. Their process includes personally experiencing what the customer is selling to make an understanding of the market and the customer.

The video producer’s job appears exciting and creative, and it can be. Additionally it is a highly demanding and responsible job that calls for not only creativity but people and business skills. The producer may be thought of as a”creative problem-solver.” He or she is the leader of the process from pre-production through actual production to post-production. The producer is responsible for the planning, scheduling, and final editing of this job, and hiring the ability and the staff. He takes part in selecting graphics and sound and may actually write the script. He’s the point of contact between the company and the client, facilitating all communications to make sure the project is delivered based on the customer’s specifications. And of course, it is the producer’s job to make sure everything is done on time and on budget.

It is very exacting work a video production company does. You might not believe the amount of work that goes into a 60-second spot and the number of people it takes to pull it off. But these production companies know how to do it with the best effect.

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