From Kickoff to Final CutHow to make a killer B2B marketing video

“We need a video!” It’s a refrain we hear often these days.

But with so many types and styles of web videos, figuring out what to produce can be tough. And then how do you create what you want?

Our video production process is methodic and flexible. It allows us to push the creative envelope, yet still align with a client’s goals, branding, and input.

The following presentation is a summary of the discrete steps, tasks, and outputs we utilize to move a video from kickoff to the final cut.

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Outputs: Creative brief

Identify who you’re trying to reach and what they care about.

Determine what you want them to do once they’ve watched your video.

Confirm where and how your video will be showcased.

Goals

Who

What Where

How

Step 1:Define audience and goals

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Step 2:Choose a type and style

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Outputs: Reference videos, mock-ups, production schedule

Decide what type and style of video makes sense given your audience, goals, and budget.

Develop a creative treatment—the overall look and feel, discrete visual elements, and mock-ups.

Identify your production needs and resources—shoot locations, talent, crew, and any media assets.

How

Style

TypeProduction

needs

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Step 3:Develop your story

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Outputs: Outline, script, storyboards

Conduct research, interview sources, and gather background materials.

Create an outline, followed by a rough narrative, then distill it down and refine into a script.

Start thinking about ideas and concepts you want to communicate visually.

Story

Research

Outline

Script

Storyboards

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Step 4:Build animatic

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Outputs: Animatic

An animatic is a simple video that syncs your storyboard or visual content with your voice-over.

Evaluate how well your script and visual ideas work together; consider edits if necessary.

Examine the animatic’s pacing and whether the flow and sequence of content works.

Build

Storyboard Voiceover Video Audio+ + +

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Step 5:Finalize video

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Outputs: Final video

Smooth out all your edits and transitions.

Build in your animation and motion graphics.

Do color correction, incorporate music and sound design, and add required brand elements such as opening and closing frames, logos, CTAs, and so on.

FinishMusic Color

correction

Animation & motion

Transitions

zBrand

Want to see this process in action? Check out this video.

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