Video Production
A method for organizing an effective corporate video content production team.
Video achievements
Having come from a marketing agency background, I entered the world of UX armed with the skills required to tackle problems that could be solved through excellent video content.
My specialty is writing attention-gripping dialogue and narration that simplifies complex topics.
I have created videos for Corning Glass, Heartland School Solutions, ePlan Services, THEIA, Kodak, ITX —and Paychex.
Paychex is my main video production client. For the past five years, I have overseen a video production team within their product design department. We create in-UI videos, animated sequences, help content, announcement promotional videos, and product demonstration advertisements.
Over this time I have written nearly two hundred and fifty scripts, starred in a few myself, shaped a detailed video production process, and racked up more than a million views.
A video production process that works
Prospects’ eyes often go wide when they learn how expensive video can be. The reality is that creating a short film requires a deep understanding of the subject matter and a lot of collaboration between people with complementary skill sets.
Over five years, I’ve shaped a process that works seamlessly in a large corporate context. Here’s how it works:
1. Research
This one’s a freebie.
- Interview stakeholders, determine who’s responsible—corporate folks love a RACI chart—and set expectations re. style (b-roll vs. animated vs. live, for example.)
- Investigate the subject matter, the consumption context, and the target audience.
- Brush up on tone and voice.
2. Write
The core of pre-production.
- In my experience, a solid script requires on average seven iterations.
- Read the dialogue out loud and visualize as you go.
- Partner with the video producer early and often.
- Time your scripts constantly.
- When reviewing with stakeholders, do it live. People need to hear this material.
3. Outline storyboard
Don’t just dump the script in the designer’s lap.
- Complete a “storyboard outline”—copy each line into a table and define what will be shown visually.
- This outline is a plan to diverge from, but gives the video editor a place to start.
- The transition between pre-production and production is a critical time. Communicate constantly. Make space for conversations.
4. Support visual iteration
No script survives first contact with the designer.
- Every script goes through a process of transformation during storyboarding.
- It’s as if the act of designing specific visuals casts the words in a different, stark light.
- Chase your darlings into the woods when your designer “isn’t so sure about that one,” and show no mercy.
5. Give good feedback
Nothing’s perfect.
- My management principles shine through here. Whenever I review something, I always provide notes. Even if they’re for tiny little things. Nothing is ever perfect.
- Challenge your collaborators to create something better, and they’ll return the favor. There’s nothing more deflating to me than hearing “it’s perfect.”
6. Measure success
Check how audiences respond.
- Most video hosting platforms provide a wealth of data, but I suspect many video creators live in a poverty of information.
- Yeah it’s painful to check how well a recently produced video is performing—what if it’s failing??—but you’ve got to push through that sensation.
Demo videos
A demo video is a type of advertisement that’s fairly unique, so far as I’m aware.
Here’s the problem—you have an amazing product, but it’s so jam-packed with features your sales team struggles to articulate its value.
So you record a forty-five minute exploration of the tool. On Zoom. Unfortunately, no human being is capable of reaching the end before falling asleep.
We specialize in creating demo videos for complex digital products: slickly designed advertisements articulating components of your product’s value, targeted at specific audiences in specific parts of the sales funnel, and they’re 120 seconds maximum.
As a kid, I wanted to make advertisements. I feel lucky to have been placed into a position where I am trusted with creating these ads for Fortune 1000 companies.
Work examples
Videos that I have written are available on request: hit me up!
Oh hey, you made it.
I’m really proud of my work building a UX Content Design practice too. Take a gander!