When you watch commercials, music videos, TV programs, or films, do you ever wonder who it is that handles the job of getting them on camera and how they are put together? That is the work of a video production company. There are really two kinds of companies that create video content. A technical production company may target details that the client is not interested in doing. They may do the things that come after the video is shot, the editing and the post-production. Or they may simply take the finished video and post it online. That is one thing that a video production company may do.
Commercial producers and their creative teams have to get excited about a client product, brand, or message. In this way they develop ideas that connect with the audience. Their process includes personally experiencing what the client is selling to create an understanding of the market and the customer.
It is very exacting work that 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 greatest effect.
A commercial production company, as you may expect, has a specific focus. It creates short videos, 30 to 60 seconds, that are oriented toward commercial branding. They are all about promoting a product, a company, or a service; or getting a company name, brand, and message out in front of the public as widely as possible. A commercial production company creates videos to grab the public attention and interest, and to create excitement-“buzz,” as it is often called. The company creates what are effectively “teasers” to bring in potential customers.
The video producer job looks creative and exciting, and it can be. It is also a highly demanding and responsible job that calls for not only creativity but people and business skills. The producer might 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 the project, and hiring the talent and the staff. He takes part in selecting 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 make sure the project is delivered according to the client specifications. And of course, it is the producer job to make sure everything is done on time and on budget.