How do I plan an imagefilm? “Who does not plan, plans his failure”, says the proverb. This is usually also true for video productions, especially corporate videos.
If you ask yourself: “How do I plan an imagefilm” you have already mastered the first step to a successful production. You ask questions. It’s not a whole, but it’s half the battle. Because without questions there are no answers. And answers you want and need. And you have to have them before you get started.
That’s why you’ll find a whole load of information and practical experience reports here.
To plan a corporate video, you first define the goals you want to achieve with it.
Then you determine which means and which effort you need to achieve your goals.
Only on the basis of these key data will you go into the detailed planning stage with the preparation of the shooting.
Already before the shooting you have to think about the marketing of your video. This also needs to be planned early.
How do I plan an imagefilm?
Planning an imagefilm is not as easy as some video producers would have you believe. Because, as the name says, it’s about the fusion of two things that are complex enough on their own: Image and film.
A video is not only a means of communication, but always also an economic good with an artistic component. Finding the balancing act between art and commerce can be risky.
At the same time, what is commonly referred to as image is the sum of a whole series of factors. These include the popularity, appreciation and identity of a brand or product.
All these elements can be highly subjective, similar to artistic sensibilities.
Simply shooting a company portrait for a short time rarely, or only by chance, leads to the desired effect. Because that’s what it’s all about: An imagefilm is a means of transport! It transports information and emotions. If the information level and the feelings of the viewer remain unchanged, the imagefilm is for the foxes.
1Define goals when planning an imagefilm
It may sound strange, banal even. But if you don’t know what you want, you won’t get it!
That’s why the first thing you have to do when planning your trip is to be clear: What is the task of the planned imagefilm? Is it really about an imagefilm? Or is the video to be produced actually a product film, an advertising film, a documentary? Defining film types is not only important for choosing the right production partner.
One must also ask oneself what must be at the very beginning of the decision-making chain when planning an imagefilm for communication professionals, and what must appear reflexively:
- Should a self-contained video be produced?
- Or should the video be modular, so that the components can be combined individually or updated effortlessly depending on the intended use?
- Or does the strategy that your company pursues in social media not rather call for a video series?
Sometimes, everything else is a lie, the good old imagefilm is the worse alternative. Just as it is sometimes better not to plan a film instead of an image film. Videos are not a secret weapon that automatically always hits the mark. If it’s all about numbers without illustration and context, where narrative perspective and posture are missing, moving images are the wrong tool. (More about this here).
2Planning the key data of an imagefilm
The most important question for many clients (and also for the majority of video productions) when planning an imagefilm is that of the budget required for it.
If you want to do your homework cleanly, you have to ask for offers, which is mandatory (!) combined with sample videos. Not only should comparable tasks be covered by videos, but the videos must of course also have been produced by the requested supplier himself.
- Such a request in the context of planning an imagefilm can also be made as an alternative to the classic pitch. And thus be doubly valuable and efficient.
- Experience in dealing with reverse budgeting can also be determined and discussed at this stage.
Clear must be:
If you don’t include a reserve when planning an imagefilm, you have not understood the medium video. One can of course communicate the reserve and disclose it to the video production. In this case, it is agreed that these funds will only flow into the video if the contractor submits a corresponding, justified request for this (which must be approved by the client).
But not only the budget, but also deadlines, quality and the right briefing for an imagefilm are part of the key data and are part of the planning of an imagefilm.
Most importantly, however, is always the question of what the interfaces are with the conception and development of the content. Does the client put the desired message for the video concept correctly and perfectly into words? Or does the video production already assist with this? Is co-creation, the joint, creative development of the content, a topic?
3Advance planning of implementation
Once the work on the script, or even the storyboard, is finished, it is important to think about the implementation when planning the image film.
First of all, one must be aware that an imagevideo generally goes through four stages.
- At the beginning the content is defined as a script. That means: words describe what is to become a moving image later. The imagefilm is created for the first time.
- Then, during the shooting, the director translates the word into images. This translation service is effortless or extremely difficult, depending on the original. Each medium has its own particularities and different strengths and weaknesses. Thus the imagefilm finds a new, second form.
- Once the shooting is complete, the video editing is ready. This is where editing takes place in the truest sense of the word.
- Timing and pacing, rhythm and statements only find their final version here through the film montage. That is why editing a video is the third birth of an imagevideo.
- Finally, as the fourth stage, the viewer sees the finished work. The eye sees the film, the brain translates it. In the process, the imagevideo overcomes a hurdle for the fourth time and is virtually born anew. This time where it counts and where the effect is decisive. In the mind of the audience for whom the imagefilm was made.
These four steps are an essential part of the planning process. Anyone who does not ensure in advance that these four development steps mentioned above are coherently interlocked with one another runs a risk. A production partner who cannot make a competent statement in this regard may be a production. But not a partner.
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In addition, there are of course 1001 other things that need to be considered and organized for implementation during the planning stage. However, when asked “How do I plan an imagefilm?”, all of them must not and never distract from what is decisive and really important in the end: the effect. Because, as already mentioned, an imagefilm is a means of transport.
4Distribution as a mandatory part of planning
In the days of Little Red Riding Hood, the film was perhaps still a wolf that found its way to its sheep alone. Today it is not so. An imagevideo that is successful without accompanying measures belongs in the realm of fairytales.
“How do I plan an imagefilm” also means in the times of the internet and social media: “How do I promote my imagefilm?”. Does the imagefilm get its own landing page with background information? Do I advertise the imagevideo in the social channels? Or with a newsletter? A premiere as an event for employees or customers?
How do I plan an image film: Summary
You can’t make something out of nothing. Conversely, it is also true that anyone doing their homework when planning an imagefilm can rely on the power of moving images!
After one hour, people can only remember 10% of verbally communicated messages.
After reading a text, the average person can still recall 17 % of the information read after 60 minutes.
This is completely different with video. Here the recall value of one hour after watching is an astonishing 80%.
So with the medium imagefilm it is less about whether the viewer remembers the video than about what the viewer remembers. And this is exactly where planning plays an indispensable role in imagefilms.
Dr. Film answers questions
You have a question about video production, imagefilm or storytelling? Then Dr. Film is the right place for you! He will answer your reader questions free of charge: Contact us here!