The 7 steps of video production


Lucie Content is an Atlanta based video production company that creates expert video content for brands and businesses.

There are over 33 million small businesses in the U.S. All of them want some kind of advantage to help them edge out competition or secure additional traffic to their websites. Video continues to be the prime driver of traffic, awareness, and sales for top brands .

Estimates suggest that streaming video accounts for the majority of internet traffic.

Lucie Content takes a prolific approach to video content development. The award winning story telling, expert shooting, and razor sharp editing of top tier news organizations is now a discovery call away.

Many of our team members have flourished in the high intensity, fast-paced environment of a newsroom, where high quality video production is the bread and butter of the industry.

After an initial call to ensure the right fit for our offerings, the video production process comes down to 7 steps. The creative brief, Pre-Production, the shoot, log and review, post production, and depending on the package chosen, review 1 and review 2.


1. Creative Brief

The first and maybe the most important part of the process is the creative brief. In essence, the creative brief lays out key information and details about the project, such as:

  • Purpose

  • Goals

  • Requirements

  • Demographics

The creative brief helps you pinpoint exactly what you want from the video, as well as who you intend to reach with it.

For video projects, the creative brief may include a script. Some businesses prefer writing their own scripts, while others prefer leaving scriptwriting in the well trained hands of the Lucie team.

2. Pre-Production

You can think of the pre-production stage of the process as the planning stage. The internal team assigned to your project will take charge of this aspect of the process.

Scheduling, script writing, location scouting, and sourcing are found here. Our team is exceptionally organized and take every precaution to ensure that the lighting and camera work will be of the highest quality during the shoot.

Business development | Video Production | Social Media Marketing

3. Shoot

The shooting or capture phase is the actual day or days assigned to your company's shoot. They try to ensure that all of the filming happens on schedule.

The good news is that most business-related videos are short, so the filming doesn't usually run beyond the schedule unless something disastrous happens.

While each video brings its own demands, and some shoots can go on for a while, most shoot schedules don't run beyond a few days.

4. Log and Review

Once the filming stage is complete, the director or producer must review the raw footage. This helps them ensure that they get all of the necessary shots up to an acceptable quality level.

This element can happen at the end of the filming process or on a daily basis. As so much filming happens digitally now, the logging element is more about ensuring that all the files get appropriately named.

It may also involve appropriately backing the files up, such as to a cloud storage device. That ensures that even if the original files get damaged, the shoot isn't a total loss for the business or the production company.

If for some reason the company shoots on film, the rolls of film or tapes must get logged and labeled so that the production company can find and identify them for use in the next stages.

5. Post-Production

The post-production stage is often the most technical stage for companies that produce videos. This is the stage when the company or director goes through the raw footage and selects the correct takes. They put together what's called a rough cut.

That rough cut then gets further edited for things like pace and timing. The post-production phase is also when the company adds in any special effects, music, sound editing, and color correction.

For example, if you want your company logo superimposed over the closing shot of the video, they add that in during post-production.

6. Review 1

Once the company has what they think is a final or close-to-final version of the video, it goes back to the customer for initial review. This first review lets the customer offer feedback on everything from the music selection to the pacing, length, and even what effects are in the video.

Assuming the customer will offer at least some feedback, the video goes back to the production company for another round of edits to help finalize the look, feel, and sound of the video.

It's important to note that, in some cases, the first review is the final review. The customer may prove satisfied with the initial version of the video.

7. Review 2

Assuming the customer did offer feedback, the production company does its best to correct any problems the customer noted with the video.

For example, maybe the sound balance isn't quite right and the background music obscures the spoken dialog in places. The production company would go back and adjust the volume on the music tracks to fix that problem.

Once those corrections are complete, the video goes back for a second and typically final review. Barring some previously unmentioned problems with the video, most clients find the new edit acceptable for their needs.

Video Production and You

While some businesses try to DIY video production in-house, that approach often falls short of their expectations. They discover that getting clean video or layering audio and music tracks takes more skill than expected going into the process.

Any time they want to film anywhere but inside their own building, they discover layers of bureaucracy that they don't understand well.

Lucie Content specializes in video production services for businesses. For more information or to get started, contact Lucie content today.