Though some may think video production simply means pointing the camera and recording a few scenes, the reality is there are many layers to a video project, including planning as well as the physical work. For video production newbies, it can feel overwhelming.
To get a handle on all there is to consider in video production, WFM turned to Dave Hummel, creative director of Virginia-based Wave Church, Ryan Geesaman, video production director of Lancaster, Pa.-based LCBC Church, and Worship Facilities own in-house director of multimedia, Dax Tarantino.
The questions offered by Hummel, Geesaman, and Tarantino below represent key considerations in planning or producing a quality video.
1. WHAT'S THE POINT?
According to Wave Church's Hummel, the first step is knowing your story. "What are you trying to say?" he asks. There's really not much point in focusing on details and minutia if you're first clear on the purpose and message of the video.
2. WHERE'S THE BUDGET AND CALENDAR?
Geesaman believes there is a direct correlation between time, cost, and quality. He recites the old adage, "You can have it quickly, you can have it cheaply, or you can have it well done, but you can have only two." The trick is assessing expectations. "What is the expectation of excellence?" he asks.
Being honest about timelines can be tricky. "You can't be the naysayer," Hummel says. "You say yes, we can.'" He adds, however, you must be honest, and follow that up with "but it will take this amount of time.'"
3. HAVE YOU THOUGHT ABOUT SOUND?
Hummel agrees. "Audio is not secondary even though, a lot of time, people in church environments think of it as secondary. People will then disengage [if the audio is not done well]."
4. WILL IT BE WELL LIT?
Geesaman also points to the need for quality lighting as a requisite for successful production of videos by churches. "You need to know the basics of lighting. Are you using existing lighting or supplemental lighting or three-point lighting? Most rooms have a lot of overhead light, so [the subject] ends up with raccoon eyes."
5. GOT A SCRIPT?
The value of a script can't be overstated. Hummel points out that a script is particularly important for promotional spots.
To help with the reading of lines, Hummel highlights the importance of cue cards, and how technology can help in that area. "There are a couple of iPad apps for that," he explains, "including free apps like Prompster, or others that are inexpensive, like Prompster LE."
6. HAVE YOU MADE A STORYBOARD?
When it comes to being adequately prepared to execute a script, it helps to present all the steps in a visual manner.
Geesaman recommends a storyboard. "We have created storyboards, where we have cut those storyboard pieces together to create a nonmoving flipbook on what this concept would look like on screen," he says.
Tarantino also uses storyboards. ""Once you get everything lined up, you try to get a storyboard created of what the video will be," he explains. "Once you OK the storyboard, you start shooting, get actors, animations, logos, any sort of artwork, any sort of color palettes that you need."
7. HAVE YOU PREPARED YOUR SUBJECT?
Many churches rely on testimonials and in-person interviews. For this, Hummel and Geesaman agree churches should conduct pre-interviews with video subjects.
"We have people write us their story," Hummel says, "because when you have them write it, they can gather their thoughts and they do the heavy lifting."
For many of Geesaman's productions, the subject's story is based on an initial interview. "Sometimes we will do a pre-interview over the phone and give them an idea of what the interview will be like," he says. "It is less intimidating over the phone, and they can recall details more quickly. When you're filming, if they start forgetting things and talking very quickly, you can ask questions to refocus them."
8. WHAT'S THE SCENERY?
Tarantino wants to know how things will look? "Where are you shooting? What's your backdrop?" he asks.
Hummel adds, "It's right to have a comfortable atmosphere. If you can catch emotion, that's what you're going for, as you are trying to get people to follow and get them to be inspired."
9. WILL THERE BE TUNES?
A little mood music goes a long way, according to Tarantino. "Do you have music?" he asks. "Is there a feeling that you are trying to push through?"
Hummel agrees, stating, "music is key." He warns those who may be fans of '90s music would be better served in their goals of reaching young audiences by including more current music. He suggests eliciting the help of "young people who have good taste in music," to find the right tunes to weave into church videos. He suggests finding a good source for music options that includes an ambient, rock, and electronic mixture.
10. WHAT'S THE GEAR?
After all the planning and storyboarding has been done, it's time for the fun stuff electronics.
For basic entry-level production teams, Hummel suggests a Canon EOS 5D, an LED kit, a TASCAM audio recorder, and a Mac with plenty of RAM that has Creative Cloud. "Don't skimp on RAM," he warns.
When making your case for equipment procurement, Hummel suggests detailing the ways in which it will benefit the church when making your request. "If you don't ask for the gear, you aren't going to get it. So, don't be afraid," he advises. "The gear inspires new creativity."
For Geesaman, starting pieces would include a "top-quality boom microphone, a top-quality audio recorder, and at least some basic lighting or reflectors to get some light into the person's face."
11. WHEN DOES IT GET EASIER?
After all the questions are asked and the hard work is done, the results are often satisfying. Geesaman reminds production teams that experience lends itself to easier times. "The more you produce, the better you get," he says. "Assuming you are just starting out, you have to figure out what good enough' looks like. You will keep getting better the more you do."