Crafting a Comprehensive Creative Document: The Key to a Successful Video Production
Effective preparation sets the stage for successful video production. In this blog I’m going to really dive into how we handle pre-production at Bunker Hill Media, focusing mostly on our creative document process and how it shapes our pre-shoot workflow. Sam and I prioritize the creation of a comprehensive creative document before filming begins to make sure that not only are we prepared, but also so that our client feels like they have a deep understanding what what we’ll be creating together. This document acts as our roadmap throughout the entire lifespan of a project, meticulously outlining each step of the pre to post production to ensure everything is executed flawlessly. It's instrumental in keeping us organized and it ensures that our vision aligns perfectly with that of our clients.
Initial Creative Call
Our workflow with a new client typically consists of an initial creative all. On this call, both Sam and I will be present and getting a better understanding of what the client is looking for in their final video assets. This meeting is an essential touchpoint that allows our clients to provide input and clarify what they want to see and hear in the video. During this call, clients can express preferences and highlight key messages they wish to communicate. This collaborative approach allows us to create our creative document shortly after the call. Once we’ve created the shell of the document from the information we gathered from this call we will share it with our client. From there that point until a week before our shoot, that document is a living and breathing workspace for both the client and BHM.
Final Review and Locking the Document
As the shoot approaches, we hold one final creative call—usually a week before the scheduled filming. This call serves as a crucial moment to finalize all aspects of the creative document. We review each section, from the video outline to the shot list, ensuring every detail is correct and meets the client’s expectations. This final discussion helps solidify the creative direction and leaves no room for ambiguity regarding how the video will look and sound.
Once agreed upon, the document is locked. This finalized version becomes our checklist on set, guiding every step of the production process and even guides us through post production. It ensures that all team members are on the same page and that we faithfully execute the agreed-upon creative vision.
Using the Document On Set
On the day of the shoot, the creative document is indispensable. It functions not just as a plan but as a dynamic tool that keeps the entire crew aligned. Every scene, every shot is cross-referenced with the document, ensuring that nothing is overlooked and that we capture all required footage as efficiently as possible. This meticulous attention to detail during the shoot minimizes potential post-production issues and maximizes the quality of the final product.
By integrating this comprehensive preparation phase into our workflow, Bunker Hill Media ensures that each video production is not only a creative and technical success but also a true reflection of our client’s goals and aspirations. This process demonstrates our commitment to excellence and our dedication to delivering exceptional video content that meets, if not exceeds, client expectations.
Now enough talking about the document and how it guides us, here’s what it comprises of:
Every creative document is going to be a little different, but for the most part here is what each creative has as main leading bullet points:
Video + Photo Overview
Video Outline
Inspiration Videos and Moodboards
Script
Interview Questions
Broll + Shot list
Schedule
Production Notes
Here is a breakdown of what goes into each section:
VIDEO + PHOTO PROJECT OVERVIEW
The Project Overview section sets the stage for the entire video production. This is more logistic and fact based information in comparison to the Video Outline. It includes:
Deliverables: Clearly define what the final output will be, such as a promotional video, product showcase, or client testimonial. It’s the first thing we talk about in our call the week before the shoot. You’d be surprised at how many clients forgot to let us know they wanted an extra 30 second video, or have been envisioning just making one longer video instead of two. This is one of the most important parts of the creative.
Time/Resources: Outline the estimated time for shooting and editing, as well as the resources needed, including crew, equipment, and locations.
Contract Overview: In this section we actually will put a lot of the contact jargon so that we just make sure that we are being super transparent and covering all our bases. Again, we review this with the client right before the shoot. We don’t review the contract so sometimes it’s good to discuss timelines and minute details that are imperative to the project.
This section helps everyone involved understand the scope of the project and ensures that expectations are managed from the start.
VIDEO OUTLINE
The Video Outline is a roadmap for the video’s narrative and structure. It should cover:
Overview: Describe the video's purpose and the key message it aims to convey.
Subjects: Identify the main participants or elements that will be featured in the video.
Key Points: Highlight the essential messages or themes that need to be communicated.
A well-defined video outline keeps the expectations on track and ensures that the story is told effectively.
INSPIRATION VIDEOS AND MOOD BOARDS
This section is where creativity meets clarity. This section is really important because the client can get a sense of what the video might look like. You want to make sure you are including examples you can replicate in shot and color style. This is also a great place for the client to colloborate with you. Encourage them to put in videos and videos they have seen and loved in the past. Here you will want to include:
Inspiration Videos: Share examples of videos that resonate with the project’s vision.
Mood Boards: Provide visual references for the desired look and feel of the video.
Inspiration and mood boards help to visually communicate the intended style and tone, ensuring that everyone on the team shares a unified vision.
SAMPLE SCRIPT
If your clients video is going to include interviews or narration, include a Sample Script to outline the narrative flow and key dialogues. This is going to be one of THE MOST important parts of the creative document and honestly one of the most importnat parts of the production as a whole. This script will guide the client during the shoot, help them prepare for it and it will serve as an outline in post production. If you’re using a prompter, this can be imported directly into that for the shoot. If the client is looking for more of an interview set up than the script is should be used as a guide, not something to be memorized. We ask our clients - if this is how the finished video turned out, would you be happy with this! This helps in:
Structuring: Providing a framework for how the video will unfold.
Timing: Ensuring that the content fits within the desired length.
A sample script acts as a guide to maintain consistency and clarity throughout the video.
INTERVIEW QUESTIONS
For projects that involve interviews or on-camera speaking, a comprehensive list of interview questions is crucial. This section should include:
Background Questions: To understand the interviewee’s story and relevance.
Key Points: Questions that will draw out important messages and insights.
Personal Touches: Queries that add a personal and relatable angle to the interview.
Well-prepared interview questions help guide the conversation and elicit valuable content.
BROLL AND SHOT LIST
The B-roll and Shot List is where detailed planning takes place. It should outline:
B-Roll: Specific footage that will complement the main content, such as action shots or scenic views.
Shot List: A detailed list of planned shots, including angles, compositions, and sequences.
This section ensures that no crucial footage is missed and helps the crew stay organized during the shoot.
SCHEDULE
The Schedule section should detail:
Shoot Times: Exact timings for different segments of the shoot.
Breaks: Maybe sneak in some time for lunch!
A well-structured schedule helps in managing time effectively and ensures that all aspects of the shoot are covered.
PRODUCTION NOTES
Finally, Production Notes capture:
Creative Meeting Points: Summarize key takeaways from creative meetings.
Goals: Set clear objectives for each stage of the production process.
These notes keep the team aligned and focused on achieving the project's goals.
By meticulously preparing each of these sections in your creative document, you lay the groundwork for a successful video production. Planning not only helps streamline the process but also ensures that the final product meets the client’s expectations and effectively communicates the intended message. At Bunker Hill Media, our commitment to thorough preparation is a testament to our dedication to delivering exceptional video content.
