For some video (TikToks, for example), it makes sense to jump right in without a plan. But if you’re creating more structured content, you can save yourself time and frustration by making a plan before you start filming. Here’s a simple workflow:
- Identify your audience and goals. Is this a commercial for customers who are ready to convert, an educational video meant to raise awareness, or a fun animation about company culture that will be used for recruitment? There are millions of possibilities with video, and you can do them all if you want…just not all at once. Identify only one main goal for each video you produce, and target one audience.
- Identify your concept and the scope of the project. There is a huge difference between creating a 5 second gif of your logo coming together and an 8 minute explainer video with animations, live footage, a VoiceOver, and background music. You want to consider your own skills and those of your team as well as your budget for hiring help (motion designers, VoiceOver actors, etc.) and your budget for purchasing assets (licensing music, graphics, etc.).
- Write a script, even if it’s not set in stone. The script holds the entire project together; having it earlier will inform every decision you make. You can always make changes if you get better ideas, but the firmer the script, the easier it will be to make design decisions later.
- Create a storyboard. Don’t be intimidated by the idea of making a storyboard; it doesn’t have to look like a professional illustrator created it. In fact, I’ve sketched thumbnails with stick figures before. The main thing is just to get an idea of the visual tone, the style, what transitions you’re going to need, and the timing and flow.
- Create a shot list. What footage will you need to film? What graphics and animations do you need to create? Will you have a motion title sequence and live action or are you creating a fully animated short? Even if there is no live action video in your project, thinking in terms of a shot list will help you when you’re creating cameras in whatever software you’re using.
- Plan for audio. Once the script is finalized, you’ll need someone to record any speaking parts, and you’ll need to make sure the timing of spoken words, music, and sound effects matches perfectly with what’s happening visually on screen. Work out as much of the timing as possible in advance to avoid multiple takes and repeated work during the editing phase.
Once you have a solid plan, producing and editing become a lot easier, and you can reach your goals that much faster.
Substance and Style 