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When you see a great commercial or music video, do you ever wonder how many people it took to make it happen? What are the roles involved, and what do all those people actually do?
What roles comprise a commercial video production team?
Whether you hire a film production company or plan to employ individual contractors, several key roles must be filled to complete the production. The roles listed below should be filled in the order they are presented for the best results. With each position making a noticeable impact on the final product, it’s crucial that you thoroughly vet each candidate or the company you plan to hire.
To help understand the video production process, consider the music video for Miley Cyrus’s song, “Wrecking Ball.” The essential roles of a video production team include:
Director
These professionals are responsible for overseeing the creative vision of the video and working with the other members of the crew to bring that vision to life.
In the case of the “Wrecking Ball” video, the director was Terry Richardson. It is likely that Richardson had a strong hand in shaping the controversial and provocative nature of the video, as he is known for his edgy and often controversial style.
Camera operator
Camera operators are responsible for operating the camera and capturing the footage for the video.
The camera operator on the set of “Wrecking Ball” would have been responsible for capturing the shots of Miley singing and swinging on the wrecking ball.
Sound technician
The sound designer or technician is responsible for recording and mixing the audio and sound effects for the video.
The production sound mixer on the set of “Wrecking Ball” would have been responsible for recording Miley’s vocal performance and mixing it with the background music.
Lighting technician
These individuals are responsible for setting up and operating the lights used throughout the production. Without a professional handling the lighting, your video will not come out looking how you want it to look, the set will be filled with shadows, and the overall tone of the production can be ruined by poor lighting.
The lighting technician on the set of “Wrecking Ball” would have been responsible for creating the lighting setup for the shots of Miley singing and swinging on the wrecking ball.
Editor
Professionals filling the editor role for a production team are responsible for cutting and assembling the footage into the final video, including any special effects or visual effects (VFX).
The editor of the “Wrecking Ball” video would have been responsible for cutting the raw footage captured by the camera operator and putting it together into the final edit of the video.
Production Manager
Production managers are responsible for managing the schedule and budget of the production, coordinating the work of all the crew members, and ensuring that everything runs smoothly.
The production manager, alongside a production assistant, on the set of “Wrecking Ball” would have been responsible for managing the schedule and budget for the shoot and ensuring that everything ran smoothly.
Actors
If your video requires actors, you’ll also have to hire them directly or work through your production team to identify candidates.
The “Wrecking Ball” cast consisted only of Miley Cyrus, as she was the only one to appear in the video.
Art Director
This individual is responsible for creating the visual concept and design of the video, including sets, costumes, and props.
In the case of the “Wrecking Ball” music video, the art director would have worked with the director and other production team members to create a concept for the look and feel of the video. They would have been responsible for deciding on things like the set design, props, costumes, and other elements that contribute to the video’s visual style. They would have collaborated with other departments, such as lighting and camera, to ensure that all the visual elements were cohesive and worked together to create the desired atmosphere.
Additionally, the art director may have acted as a location scout and was responsible for finding and selecting the location for the shoot, as well as overseeing the construction of any sets or props that were used. The art department plays a crucial role in bringing the director’s vision to life and creating a visually stunning and cohesive production.
This list is not exhaustive, and depending on the nature of your video, you may need additional roles, such as a makeup artist, scriptwriter, boom operators, an assistant director, costume designers, and the list goes on.
What If I Want to Hire a Team to Make a Video for Me or My Business?
Will you source experts for each role, or should you hire a video production company complete with everything you need, including a film crew?
Hand-selecting several video production professionals can eat up a significant amount of time and resources. The process generally involves finding available professionals, reviewing resumes, portfolios, demo reels, price negotiations, and excellent organizational skills to keep track of all this information for each position. The benefit, however, is that you can have more creative control over the project.
On the other hand, hiring a production company is a one-and-done scenario where you won’t have to repeat these steps for each position on your production crew. A production company can also help with additional tasks such as securing permits, renting equipment, and providing marketing strategies, including distribution and performance metrics review.
Production companies that use the SaaP (Service as a Product) method are even easier to hire because they cut out all the back and forth of discovery calls and price negotiation. With these options, you browse all available services alongside transparent pricing and then add services you need to a shopping cart, similar to retail eCommerce.
So how should you hire a film crew for your project? Let’s take a look at both options for sourcing talent so you’re well-informed and know precisely what your business needs and where to start.
Finding freelancers that meet your film production goals
If you decide to hire your film crew individually, you can take a few different approaches, but most often you will be seeking out freelancers. When seeking freelancers, it’s important to thoroughly review their portfolios and credentials and communicate clearly with them about your project requirements and expectations. It’s also important to have a signed contract that includes the project’s scope, timelines, and payment terms. Your best option will be based on budget, time frame, and experience working with similar roles. There are a number of platforms that can help you find freelancers to work on your video commercial.
Online job platforms
Websites like Upwork, Freelancer, and Fiverr are popular platforms for finding freelancers in various fields, including video production.
Social media
Many freelancers use social media platforms like LinkedIn and Twitter to promote their services and connect with potential clients.
Professional networks
Reach out to your professional network, colleagues, or industry contacts to ask for referrals.
Industry associations
Many industry associations, such as the International Cinematographers Guild, the Producers Guild of America, or the American Society of Cinematographers, have a directory of their members who are freelancers.
Online communities
There are many online communities and forums dedicated to video production and other creative fields where you can find freelancers.
Factors to consider on set when seeking a production company
There are important criteria to consider if you decide to hire a production company instead. You’ll want to understand who you’ll be working with, your involvement in the film production process, and the quality of work you can expect.
When looking for a reputable production company to produce your video commercial, there are several factors to consider that can help you ensure you can create high quality, on-budget productions.
Experience and portfolio
Look for a company with a proven track record of producing high-quality video content. Review their portfolio and check their past work to understand their style and capabilities. Pay attention to things like whether the shooting locations match the themes of the piece, or how impactful the visual effects are for the piece.
Do the portfolio examples come across as low-budget, or is the production value such that the final product is polished and professional? A good production company will take the time to understand your brand, target audience, and goals for the project.
Communication and responsiveness
Look for a company that is easy to communicate with and responsive to your needs. A good production company will work closely with you to understand your vision and ensure that the final product meets your expectations.
Professionalism and attention to detail
Look for a company that is professional in its approach and pays close attention to detail. You can tell from their portfolio pieces the strength of a company’s pre-production and post-production processes and whether they are able to deliver a product that meets your specifications.
Industry reputation
Look for a company that has a good reputation in the industry and is well regarded by its peers and clients. Check online reviews and ask for recommendations from other professionals in the industry.
Discussion boards and social platforms that host pages dedicated to film industry professionals are perfect places to engage with potential members of the film crew employed by a production company at all levels. This can include crew ranging from line producers to executive producers, key grips to electricians. It’s important to understand how a production company operates and treats people on set, so that you know what to expect if you engage their services.
Flexibility and adaptability
Look for a company that is flexible and adaptable to changing needs and can handle any unexpected challenges that may arise during the production process.
Cost and value
Look for a company that can produce high-quality work within your budget. It’s important to find a balance between price and value and to not compromise on quality to save on cost.
Freelancers vs Production Companies: Advantages and disadvantages for filmmaking
As a producer, it’s your responsibility to find and hire all the necessary roles for your video commercial production. Whether it’s better to employ individual freelancers or a production company to manage everything depends on various factors. These include your budget, the scope and scale of the project, and your own experience and resources.
(Image of a production set that is exciting and energized.)
Production Company
Hiring a production company to manage everything can be a good option if you have a limited budget and want to outsource most of the work. A production company will take responsibility for the entire project, from setup to distribution. They often have an in-house film crew that includes all the necessary roles, such as a director, camera operator, and sound technician.
This can save you time and effort in finding and hiring individual freelancers and also gives you access to a team that has experience working together and can bring a high level of quality to your project. It’s a good option if you don’t have the resources or expertise to assemble and manage your crew.
Freelance Film Production
On the other hand, hiring individual freelancers can give you more control over the creative process and allow you to handpick the crew members you feel are the best fit for your project. However, it’s important to remember that you also need to sell yourself and your project, giving the freelancer film crew a reason to want to work with you.
This option can be especially beneficial if you have a specific vision for your commercial and want to ensure that it’s executed exactly as you envision it. However, managing a team of freelancers can be more time consuming, and you’ll need to ensure that you have the resources and experience to effectively manage and coordinate the crew’s work.
What role will production companies play in your marketing strategy?
Ultimately, the decision depends on your budget, the scale of your project, and your own experience in the industry. It’s always a good idea to research and get recommendations from other professionals before making a decision.