Formats
Behind the scenes
Material about how something came about: from the shoot, the workshop, the studio. It shows the effort the finished result deliberately hides, and it is the cheapest content there is, but only if it is planned in.
Commercial
A film made to advertise, built for a specific slot and a specific flight. Unlike a corporate film, its job is not to explain who you are but to trigger one particular response.
Corporate film
A film that presents a company as a whole: its attitude, its way of working and its people, rather than a single product. It answers the question “who am I dealing with here?” before anyone asks it.
Photo Series
A set of images that carry a single statement together. Through selection, sequence and a consistent visual language. Not to be confused with the folder of individual shots most companies already have.
Product video
A film about a single object: what it does, how it behaves, how it is installed or worn. It answers the questions that would otherwise be handled one enquiry at a time by the sales team.
Recruiting film
A film that works for one specific vacancy rather than for the employer image as a whole. It has an addressee, a place where it plays and a goal you can count: an application.
Showreel
A short cut-down of the strongest work. Not a film about one project but evidence of capability. Made for people who will give it sixty seconds at most.
Social media content
Not a format of its own but a way of producing: many short pieces from few shooting days, conceived vertically and published at a rhythm that has to be sustainable.
Virtual tour
A building or facility you can walk through on screen. Depending on the method, as linked 360-degree panoramas, as a filmed walkthrough, or as a rendered animation. The three are constantly confused.
Production process
Concept Development
The step between briefing and shoot that settles what a film says, who it says it to and in which images. The result is a written document that gets signed off. Not an idea everyone later remembers differently.
Direction
The responsibility for turning individual shots into a film that carries the agreed message. In corporate production it consists mostly of working with people who have no wish to be on camera.
Production Planning
Turning an approved concept into dates, routes and responsibilities. It decides whether one shooting day will do. It is the part of the work clients see least and feel most.
Shooting Day
The day filming actually happens, travel, set-up, changeovers and derig included. It is not an appointment that runs alongside normal business, but a working day that ties up people on both sides.
Storyboard
The drawn or sketched sequence of planned shots: the film on paper before it is filmed. It makes decisions visible while they still cost nothing.
Technology and post-production
Assets
The collective term for everything a production actually delivers: versions, formats, aspect ratios, subtitle files, photographs. Agreeing that list up front leads to a different shoot than assembling it afterwards.
Colour grading
The creative colour treatment applied after the edit. It determines how a film feels. It is the step you only notice when it is missing.
Editing
Selecting and arranging the footage: the stage where recordings turn into a film. Editing decides order, length and pace, and it can only show what was actually shot.
Motion design
Animated graphics in a film: lower thirds, logo animations, text elements and explanatory illustrations. Motion design shows what a camera cannot. It is the part of post-production that needs the longest run-up.
Post-production
The umbrella term for everything that happens after the last shooting day: reviewing footage, editing, sound, colour, graphics and delivery. It is the phase that takes up the least space in a quote and the most time in a diary.
Subtitles
On-screen text that makes speech readable. On social platforms subtitles decide whether a film is understood at all. They are also the simplest step towards an accessible video.
Use and strategy
Employer branding
The work of becoming recognisable as an employer. In moving image that does not mean presenting yourself as better than you are, but more clearly. So the right people apply and the wrong ones do not.
Media Consulting
The advice that comes before production: which format is actually needed, for which channel, and in what order? It answers the question behind the question. Sometimes the answer is that no new film is needed right now.
A question, or already an idea?
Let’s simply talk it through.