5 Tips for a Flawless Video Production Shoot (for Marketing and Advertising Pros)

Anyone who has made a career in video production has had that one shoot that you remember forever. Everything went great! The client was happy, the crew was not miserable, the schedule was under control, and everything went according to plan.

So, what made that particular shoot flow like delicious, fresh coffee from the crafty table? And how can we recreate that experience time and time again? Whether you’re a one-person content creator or leading a high-profile, big-budget production, here’s a handy guide that—in my professional experience—will ensure your shoot day, or days, go off without a hitch.

1. Do all the pre-pro legwork.

Be prepared. Be overly prepared. Be so prepared that by the time you get to shoot day, it feels like you’ve shot the piece 5 times already.

On set, where time and money are paramount, it’s not the time to adopt an I’ll-know-it-when-I-see-it philosophy. As a director/producer, shoot the entire project in your head a dozen times over before the camera starts to roll. No surprises, no last-minute confabs with clients. While I cherish creative spontaneity, the risk very rarely comes with reward.

That’s especially true when you’re on a shoot with storyboards, which have likely gone through several layers of approval with your client and their stakeholders. Shoot to the boards first. Then, in the rare instance of extra time, take your creative liberties. Doing this will avoid the inevitable client call to HQ, and the day-crushing “the boss is in a meeting, but she’ll get back to us as soon as she’s out” delays. More importantly, it fills your client with confidence that you know what the hell you’re doing.

2. Take on all the worrying. 

“Never let ’em see you sweat” is never more applicable than when you’re on set. No matter how prepared you are, something will ALWAYS go sideways on shoot day. Equipment problems happen, weather happens, a client’s mind can change, and bigwigs make last-minute, disruptive decisions.

It’s your job to shield your client from any indication of a problem. No matter what happens, make it appear that it’s par for the course and not an issue whatsoever. Remember, for most clients, this is their chance to escape the day-to-day rigors of the office and do something fun and exciting for a change. So, dragging them into drama is a recipe for a surly experience. And a very long day.

3. Surround yourself with awesomeness.

While your primary job is to guide the creative's vision, that doesn’t mean you need to play alpha dog. Any top-level executive will tell you that the number one way to be successful and brilliant is to surround yourself with even more successful and brilliant people. A great, professional, reliable, and smart team will make a complicated day easy like Sunday morning. 

Regardless of budget level, never take your crew’s experience for granted. The right team is the difference between a successful production and one that will be remembered for all the wrong reasons. Brilliant people take most of the stress off your shoulders. So, listen to their advice and suggestions, and don’t try to be the smartest person in the room.

And demand that your crew be as prepared as you are. As stated above, unwelcome surprises are the devil’s playground. 

4. Treat your team right.

In my experience, a happy team is a productive team. This applies to both crew and talent. A great manager from years ago once gave me some sage advice: “Make sure your crew is heavy, hydrated, happy, and heard.” Keep them well-fed, give them breaks, listen to them, and genuinely share their concerns. Consider their expertise when they make suggestions. Create their investment in the project. The result is two-fold: Your client will notice your consideration, and your crew will sing your praises whenever your name comes up. I have enjoyed working with essentially the same crew for 10+ years because we all love working together.

This leads me to the final tip…

5. Bring joy onto the set.

As important as we may all feel about the earth-shattering work we’re doing on our super monumental set, in the end, what we do is not that important. Sorry to break it to you. Does it require serious professionalism and focus? You bet. Will anyone die if it’s not 100%, by-the-numbers perfection? Not remotely. We are not saving the whales. We’re likely not even advertising the whales. What we do is put moving pictures with moving words. Yes, it should be taken seriously. Yes, there is sometimes big money at stake. But we’re not heart surgeons. Everyone, just ease back the throttle, breathe, and reflect. Einstein once said, “Creativity is intelligence having fun.” Let’s create like that. 

To that end, there’s no reason your set can't be joyful, loose, ridiculous, and funny. There must be laughter. Lots of laughter. (9 out of 10 heart surgeons recommend it.) After all this is exciting stuff that only a handful of people on earth get to experience. Put your client at ease, show extreme excitement at what you’re doing, and congratulate specific great shots with your cast and crew. It shouldn’t be a slog. Leave your client no choice but to report that it was the most fun they’ve ever had on a set. I promise you, it’ll pay off ten-fold.

Hey there! I'm JR Soldano, an award-winning director, producer, and writer who knows how to keep the chaos in check and make every shoot run smoother than freshly brewed coffee. From tight schedules to happy clients, I’m all about ensuring that your production day is as seamless as it is successful.

Click here to text/call or email me at jrsoldano@mac.com, and let’s brew up a great shoot!