Video Production

The Most Powerful Way to Communicate

Why Use Video?

Video is one of the most powerful ways to communicate your message to an audience today. Almost every issue an organization faces is a result of poor communication and video is can help. By ensuring the key messaging is front and center in a video, businesses and non-profits can solve many problems and continue to put out consistent messaging that represents their brands. We specialize in creating high quality video content inspired by creative storytelling and crystal-clear messaging to help our clients grow. Creating consistent content to build an ongoing video library is the best strategy to take advantage of video.

What differentiates Pennylane?

Pennylane began as a live event video production company. We started this way back in 2001 and eventually added corporate video production and non-profit video production to our services. Because we cut our teeth on live events, it helped us be more efficient by telling the story and troubleshooting on the fly. It also allowed us to produce high quality videos with fewer crew members. In the end, this saves our clients money and time with video production services. We are well known for our flagship interview-based video production. The reason we love this style is that the characters (interviewees) come across more genuine and trustworthy. This conversational style can be a persuasive sales and marketing tool that allows the viewer to eavesdrop on the conversation, just like when watching a documentary. We pride ourselves on getting to know the brands we work with so well, that we truly understand what makes them tick. This learned knowledge always us to be a true partner for our clients helping them communicate every message needed to their audience. 

What are the stages of the video production process?

Introductory Meeting

This serves as our initial consultation where we aim to gain insights into your motivation for using video production. Whether you are a company new to video or an experienced marketing professional looking for a more reliable video production partner after past disappointments, or a social media manager or marketing agency in need of outsourcing video content, we are prepared to assist you with your unique needs.

Pre-Production

During pre-pro, we meticulously plan every aspect of your video production. This encompasses tasks such as scriptwriting, storyboarding, casting, location scouting, pre-interviewing, scheduling, concept development, talent selection, video marketing strategies, and research. This comprehensive planning stage helps us address all prerequisites before entering the filming and editing stages. It is a critical step in ensuring a successful video project, allowing us to determine crew size, video types, and, most importantly, the video’s message. This level of planning enhances our efficiency during the rest of the video production process.

Production

Following the pre-production stage, our professional video production team can now bring your vision to life. Production involves two primary components: video and audio.

Video Filming

We utilize cutting-edge video equipment to produce high-quality content, but the true magic emerges from our years of experience and distinctive style. Quality video production goes beyond simply pressing the record button; it entails considerations such as professional lighting, top-notch audio, precise composition and framing, background aesthetics, and other location-specific factors. Depending on the project’s requirements, we may involve a director, Director of Photography, camera operators, a producer, interviewer, production assistants, sound experts, licensed drone pilots, actors, hair and makeup professionals, among others. Different videos demand various types of shots; for instance, awareness videos often include talking head interviews and accompanying b-roll footage.

What is a talking head interview?

A talking head interview involves a company or organization representative engaging in a casual question-and-answer session with one of our producers. We utilize their video and audio as narration to convey the story, making it the primary shot used in awareness videos.

What is B-Roll?

B-Roll acts as the visual storytelling component, serving as supplementary footage that complements the primary shot. These visuals enhance the narrative conveyed through captured audio. Allocating sufficient time for b-roll is crucial as it allows for a compelling and engaging video that effectively conveys your message.

Capturing Audio

The type of video dictates the audio source, whether it’s an interview, a hired actor or voice-over artist, a teleprompter reading, a sit-down interview, or audio recorded from a live event presenter. This audio serves as the foundation for conveying the video’s message.

Post-Production

After capturing all necessary content, it’s time for professional video editing in our dedicated software. This stage involves condensing hours of raw footage and high-quality audio into a cohesive, concise video that effectively communicates the desired message. For instance, in the case of an awareness video, we extract valuable content from interviews, integrate related b-roll visuals, and incorporate animated motion graphics and unique sound design to enhance the video’s look and feel. Professional lighting and color grading provide a cinematic touch, resulting in a polished and professional final product. Music supervision and audio mastering further enhance the video’s impact. Once completed, we subject the video to rigorous quality control to ensure it’s ready for encoding, export, and delivery to the client.

Video Delivery

With the video filmed and edited, it’s now prepared for delivery. We initiate the process by sending a draft version for client review, making any necessary revisions if required. After all revisions have been addressed and client approval is secured, we export the final master version, delivering it securely via email link for the client’s download, viewing, and implementation. While we don’t require it, we appreciate feedback from our clients, whether through a Google Review or a testimonial, as it provides closure to the production process and helps us continually improve our video production services.