By Brad Ellis, Writer/Producer/Director
So, your company has just pulled the trigger and is finally ready to call “Action!” on that big video project your team has been discussing over the past nine months. You’ve got the budget in place, the on-screen participants lined up, a rough outline, and squeezed in every last corporate message you want to into the script. Ready to roll, right?! Not so fast. While planning to shoot your video, one of the trickiest and most overlooked aspects of production is choosing the ideal location in which to record.
A location can be either a blessing or a curse for your project. At its best, it can add immediate enhancement to your video while also reflecting a part of your company’s brand. At its worst, it could leave you with nightmares in post-production – not to mention subconsciously projecting a negative image of your company onto the viewer. Whether your line of work takes place in a corporate high-rise building or the tarmac of a busy airport, selecting the perfect location for your video is paramount in telling your story. Here are some tips to consider:
PLAN A LOCATION SCOUT
A vital aspect of the pre-production process is weighing a variety of location options to ensure the shoot will go off without a hitch. Sure, your CEO may be content to be filmed in a conference room setting, but will that overhead a/c vent constantly pumping out loud air above his or her head create a horrible “hiss” on the audio recording? Or what if there’s a noisy, impassioned team meeting simultaneously occurring in the room next door? Instead, you might consider choosing a smaller, personal office that’s isolated from the external noise and distractions of the busy workplace. Likewise, while an active warehouse would look tremendous on camera if you’re in the industrial field, using this as a backdrop for interviews or scenes with dialogue invites all sorts of trouble: endless noise issues, disruption to your daily operations, safety concerns for both video crew and participants, etc. Your friendly camera operator typically doesn’t take too kindly to nearly getting mowed over by a rogue forklift in motion! Instead, consider shooting during off-hours or in-between shift changes when surrounding commotion is more manageable. Or perhaps consider a secluded area of the plant that’s out of the way, less active, and easier to control. (On the other hand, if you want to capture footage of the daily activity of your company and you’re not recording audio, then a busy location may be absolutely appropriate.)
PREPARE BEFORE ON-LOCATION SHOOTING
While certain projects may benefit from a quiet and controlled studio environment (a one-on-one interview or a video involving a green screen, for example), others might look to exploit the riches of shooting in a lived-in, real-world setting. If your production is taking place outdoors and away from business-owned property, be sure to determine well in advance if a “production permit” is necessary. The worst feeling in the world is to be halfway through your shoot, you’ve been getting some great stuff “in the can,” and then the police shows up to shut everything down because you don’t have permission to be there. Similarly, if you’re looking to capture epic drone shots flying high over the majestic city skyline, be prepared to have all of your permits and clearances – including a licensed drone pilot – in place beforehand. More often than not, SOMEONE will see all the commotion and report you to the authorities. Check the weather well in advance of the production to better anticipate ideal shooting conditions, as delays or re-shoots can lead to costly budget increases. And always steer clear of the hustle and bustle of busy streets, interstates, crowded public areas, railroad crossings, and high-trafficked air flight paths. Your talent and soundman will thank you for avoiding the need to record Take 43.
MAXIMIZE YOUR ENVIRONMENT
Finally, take advantage of your location! If you are shooting in a renovated historic building, for example, frame your subjects in a way that highlights unique architectural elements. Texture, color, and contrast all play a huge role in bringing out the “character” of your location. Choose larger spaces that befriend both the camera and your on-screen talent, amplifying deep or shallow depth-of-field depending on your lenses and focal lengths. Keep backgrounds free from clutter or distracting eyesores, and work with the camera team in expressing your cinematic vision (should you already have one). They will collaborate with your requests, augmenting the locale with professional lighting equipment that will produce dramatic, striking photography. A caveat: one common request is to place the subject directly in front of a large glass window overlooking an outdoor park, stadium, or city skyline. We get it… you have an awesome office and want to show off the majestic view! But framing in this way results in an excessive amount of “backlight”, shrouding your talent in shadow. Unless your budget is flexible enough to “fight” the overexposed windowlight by bringing in additional lighting gear, it’s generally best to avoid this approach… the exception, perhaps, being to stage the shot during dawn or dusk when natural light isn’t as harsh.
You must consider a myriad of factors when deciding upon a location for your video, and by no means is this a complete list. Likewise, there are no hard and fast rules that can’t be broken depending on the needs of your production. But utilizing these tips might help to keep your head above water when plotting out your next video. And, of course, choose a reputable video production company like Running Pony that will help you with all these decisions, or even handle everything for you! Until then, happy scouting!
