As a full-scale video production agency, we work on every type of live action, VFX (visual effects, CGI) and animation production that you can imagine. We are a video production agency that develop and produce films from our Manchester and London hubs. From a challenging documentary filmed overseas to styling the narrative beats of a high-end advertisement commercial shot in studio in Manchester. The development stage of the production is where a video production agency sets itself apart from a video production company. Our clients range from small businesses who know that they need video, but don’t know what it should be or how it should function, to huge brands with vast internal creative teams that need help crafting an animation that will be the flagship of a wider campaign. Either way, as a video production agency we develop the creative that the video will showcase. Developing creative is where any video production agency becomes unique among its peers. After all, strong ideas and concepts trump everything else in creative and marketing industries.
Video Production – Infinite Possibilities
There are an almost innumerable number of routes that can be taken when producing a live action video or animation. One idea can be executed so many ways that it can be difficult to know which route is most appropriate or which will be most effective. Moreover, the possibilities increase when considering animation and VFX videos because imagination is the only limit. There are so many forks in the road of commercial video production that the final film will be one of a huge variety of different potential films. Each decision that is made throughout the production stops the film being one thing and causes it to be another. It is like a huge game of Guess Who? where each creative decision sees a swathe of potential final cuts drop and the remaining stand tall. Eventually one film emerges as the final piece, the sum total of each creative turn along the path of its creation. A great video production company can ingest the concept of a piece and advise the client on what would be the wisest production route. However, we are a video production agency meaning that we are a video production company and a creative agency. So, a good production company can advise a client on production decisions along the way to ensure that the concept of the video or animation is delivered effectively. However, we are the production company making those decisions while we are also the creative team that developed the concepts with you from the earliest inception. So, we not only help to make the decisions that ensure that your commercial is the perfect Guess Who? card that stands proud at the end of the production, we are the ones who put all of the cards up in the first place. Who better to run your production?
Developing a Brand with Video
At Groundbreak we are a video production agency awash with people who have a history of developing marketing and advertising creative as well as producing film and animation. This means that, as a video production agency, when we receive a brief, we are not thinking solely about how to produce a video. We are working on how to develop a brand. We know that video is strongest when it is one integral part of a wider campaign. So we work with clients, advertising agencies and as a creative agency ourselves to develop creative that pushes the brand, not just the video. This holistic approach means that our clients not only get a brilliant video production, but they also get an instant and organic extension to their creative and marketing teams.
Some clients have a very clear vision for their live action or animation project and need us to facilitate and produce their vision. Others visit us in our Manchester HQ knowing only that they want a video. In either eventuality we get to create something great. With the projects that we develop the creative for we get the fun of working on a whole campaign, developing a cross-platform brand while knowing that we then get to be the video production agency that produces the centrepiece film that launches the whole thing. With so many different avenues a production can go down based on the many production or creative decisions along the route it can be invaluable to have developed the creative concept and marketing strategy that the video sits within as we produce a film.
Decisions That Affect a Video Production
Any one creative decision by a video production agency can change the whole commercial. The entire production could be executed in exactly the same way save just one creative decision and the film may be unrecognisable. There are obvious examples. If you cast a different lead actor in your commercial, then the whole thing is different immediately. Casting is an exercise in fine tuning a marketing message. Choosing a person to embody your brand, resonate with your audience and deliver your message. Naturally choosing one actor over another has huge implications to the final piece. Take your favourite commercial and change the music. You may hate it. In fact, you wouldn’t recognise it, it wouldn’t exist. If you change the music you change the pace, change the cut, change the beats of the narrative, you have a whole new commercial. Just one change. The same can be said for animation. You might only adjust the colour palette and it looks and feels like a different video production agency created it.
There are less obvious examples. Choosing one Production Designer over another, for example. You may have an incredibly in-depth brief for the Production Designer that outlines the exact look and feel of the mis-en-scene, and why every decision therein reflects the essence of the piece. But if one Production Designer prefers linear, geometric shapes and designs and another prefers abstract curves and soft lines then they can each deliver work that delivers perfectly on brief but is also diametrically opposed to the other. A video production agency can give the exact same raw footage to ten different editors with the exact same post production brief and be given back ten distinctly different films. Send those ten cuts to ten different colourists and the possibilities multiply further.
Understanding the Bigger Picture
When you work with a video production company that does not develop creative, doesn’t write scripts, doesn’t devise marketing strategy and only produces video based on your creative then you put every one of those integral production decisions in their hands with the hope that they have understood your brief well enough to knock down the right Guess Who? cards and carve out the commercial that can stand proudly front and centre of your advertising campaign. When you work with a video production agency like us, that writes concepts, writes scripts, designs artwork and has a holistic understanding of advertising then you are safe in the knowledge that every production decision is being made with the whole brand, the whole message and the whole strategy in mind. Either because we have developed those concepts with you or, when we are simply producing your creative vision, because we deeply understand the position and function of a commercial film within a broader campaign.
There are almost innumerable ways to produce a video. But there are literally innumerable concepts, stories, marketing messages or campaign strategies for a video to take form around. Choosing a video production agency like Groundbreak with a strong history of developing powerful advertising creative means that your video production is certain to be the absolute epitome of your campaign message as a full-scale video production agency will have developed that message and campaign with you. Having a video production agency that is instrumental in developing your brand with you as well as producing your commercial ensures that it will be that perfect signature marketing piece that embeds your brand and boldly announces your entire campaign.
If you’d like more information about how we develop commercial video concepts from scratch, see the pre-production section of our video production blog. If you’d like to talk to us about how we can help you develop your brand and produce your commercial film, or if you’d like a game of Guess Who? contact me or pop into Groundbreak’s Manchester HQ.