Organising a Production Shoot

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Unit Purpose and Aims

The purpose of this unit is to;

In this unit the learner will learn how to organise and cast a shoot. Even in the digital world, shoots still occur as more and more video and photographic content is needed in campaigns for the  multiple screens on which they are displayed.

Learning Outcomes

Learners will;

1. Know how to organise the external factors in creative production

Learners can;

1.1. Demonstrate how to Cast for a shoot

1.2  Select suitable locations

1.3  Find and engage  a photographer, editor and sound person

2.  Know how to deal with business and planning issues around shoots

2.1  Arrange the logistics of a shoot

2.2 Develop a plan for a shoot and/or production which sets out the costs, timings, chosen models, technicians and location information. It should also include a budget for potential travel and  other associated costs.

Learning Tools, Resources & Links

Things that will help the learner develop understanding of this unit;

Mentors  please add your ideas, examples, case studies, links to articles, videos, etc. here.

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Here are 7 steps to producing your TV ad:

1. Set clear goals and a budget

Know and communicate your marketing objective. Determine your budget and develop a plan. What do you hope to achieve with your TV ad? Where, when and how frequently will it run? Ad placement can affect your overall production budget. Consider low-cost options, such as cable or the local affiliates of ABC, CBS, FOX, NBC, PBS. Or find your local cable provider in the CAB directory and contact the advertising sales division for rates.

2. Determine your target audience

Television is still a mass medium, but you’d better know your target before you shoot! Who are you trying to reach, and will your message resonate with your intended audience? For a reasonable monthly fee, DemographicsNow.com offers access to comprehensive market data to help you understand your customers.

3. Write your script

Craft your message and determine your content. Be sure to refine your script and storyboard — a visual representation of each shot in your ad — until you’re convinced the commercial is ready to shoot. If you’re not a scriptwriter, consider hiring an ad agency or a freelance writer to craft your ad. NationalTVSpots.com offers scripting services as part of its TV ad production packages. Find screen and scriptwriters at Guru.com.

4. Plan the shoot

You’ll need to decide on the “creative” for your TV ad. Considerations include tone, pacing, mood, style, music, etc. Should it be humorous? Dramatic? Animated? The clearer your vision before the shoot, the better television you’ll produce. Cheap-TV-Spots.com, which specializes in producing low-cost spots for entrepreneurs and small businesses, will help you focus your TV ad on what makes your business unique.

5. Consider ready-made video

Cut production costs dramatically by using existing advertising video footage and simply adding your audio message to it. For about $500, SpotRunner.com lets you choose from an extensive library of high-quality ads that you can customize with your own message.
6. Use cable production services
Many cable companies and network affiliates offer production services to small businesses. If you’re going to place your ads with them, you may be able to negotiate deep discounts on production costs.

7. DIY

Cut costs and maintain total control by shooting your ad yourself. Software called “Visual Communicator” from Serious Magic allows you to create pro videos with just a Webcam and some pre-packaged graphics and effects.

Finally, a few other things to keep in mind…

oFocus on a single item in your ad – a product, a service or an event. Or highlight what makes your company unique – fast turnaround, high quality, free delivery or friendly service.

oIf you do decide to go it alone, creativity is still key. A good idea with lower production values is still better than a slick ad that doesn’t drive home your message.

oSome local TV stations will provide commercial production services for an additional fee when you buy an ad schedule.

oThink about other “venues” for your finished TV ad, such as streaming video on your website.

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Liase with media colleges and schools, there are plenty of young talented people out there who want to get their name on the map.

Check out Universities in your immediate surrounding, go to web pages which link people such as NABS, D&AD talent pool and have a look around at bahance, to contact the people you need for your production.

The structure

Filmschool.org lists four different steps in organising your production shoot. Organisation is everything. You don’t want to get all people involved to wait because you missed a prop or you have forgotten to organise lunch for everyone.

The one who is producing the shoot is generally responsible for taking care of drinks and food while on the shoot. It is key to allow large buffers, if you manage multiple teams for the shoot. This will take off pressure and allow you to focus on details in the shoot you are organising.

When you shoot and photos are taken, or the cam is rolling it is either the director and DOP or photographer who can stop and interrupt the shoot. Unless anything major happens only those should be in command.