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In December 2022, we began a partnership with a new client from Israel, Pillani, a company specializing in products for mothers and newborns. They were impressed by our portfolio and our approach to commercial video production, as well as the quality of our post-production services.
Our task was to create a video showcasing the Pillani diaper backpack for their Amazon Store, while working within the client's limited budget for product video production. I am proud of this project, as we managed to complete it with high quality and on time, despite filming in Kyiv during a period of frequent shelling, air raids, and power outages.
Let's explore the commercial video production process and how we overcame the challenges we faced.
PROJECT INPUT
As I said, we had the task of providing a complete product video production with script development, filming, and post production services. At that time, Ukraine had been enduring a war for ten months, causing many businesses to cease operations, including delivery services. Our challenge was to secure the delivery of Pillani’s Diaper Backpacks for the shoot in Ukraine. Fortunately, DHL had just resumed operations, and I was among the first to become their customer once again.
The client outlined several requirements for their brand’s commercial video production: featuring three different locations, three diverse families, showcasing all three backpack colors, and shooting in a café setting.
Under normal circumstances, this task would have been relatively straightforward. However, the country was currently at war and experiencing frequent blackouts due to ongoing shelling. Despite these challenges, we managed to find suitable locations and deliver on the client’s expectations.
CRAFTING A VIDEO MOODBOARD
One of the most crucial steps in product video production is developing a mood board and storyboard.
We gathered all the client’s references for the video and its color scheme on the mood board, along with my thoughts, ideas, and concerns. The mood board helped organize all the essential concepts of commercial video production in a logical sequence, simplifying communication with the client. This way, we didn’t have to rely on words alone – the client could see everything visually.
The client provided us with a reference video that featured a pleasing visual image but didn’t align with the requirements for an Amazon product video. Having previous experience working with this platform, I knew what to suggest to the client to ensure the video would serve its selling purpose.
I added reference frames and a sample of transitions to the mood board that could be utilized during filming (such as capturing the interior of a backpack). Additionally, I offered a selection of studios in various Ukrainian cities where we were willing to travel for this client’s commercial video production. We also updated the color palette, making it lighter to create a more eye-catching video.
This approach saves the client time and yields quality feedback, as they can visualize the final product and understand our commitment to delivering outstanding work.
MAPPING THE VIDEO STORYBOARD
In addition to the moodboard we also created a storyboard for this commercial video production. We conditionally divided the video into three parts. Each part had a backpack ad in a particular color, with certain actors and a different location.
Each frame was drawn by an artist strictly for the future of the client’s video. Above the frames, we included details regarding the shooting nuances and actors’ actions. This approach shows how storyboarding saves time during production, streamlines workflow, ensures all necessary shots are captured, and simplifies post-production services.
In the Storyboard, we specified full details – transitions, actors’ actions, notes for the director, and necessary props for each location. The client approved all the details.
I want to emphasize that this approach to developing a moodboard and storyboard not only saves the client money but also ensures maximum preparedness before commencing the shoot. All that remains is to capture the necessary footage and proceed to post-production services.
CHALLENGES IN DIRECTING CHILD TALENT IN VIDEO PRODUCTION
Pillani is not the first commercial video production project I had to shoot children. And I was well aware of the potential challenges and had to be prepared for them.
First of all, children at a young age cannot follow all your requests – how to behave in the frame, what to do, etc. For instance, a child might suddenly stand up or grab a laptop. Our cameraman had to be ready to capture as many frames as possible to ensure we got the right shots.
Secondly, there’s always the possibility that a child might fall ill on the day of filming or that their parents might cancel their participation for various reasons. This exact situation occurred during our product video shoot for this project, as several actors called to cancel on the day of filming.
Thankfully, we had a contingency plan in place. We had a list of backup actors that we quickly contacted, ensuring that the shoot proceeded without disruption.
Having a plan B, and even a plan C, is crucial in these situations. We don’t work with professional actors under contract; instead, we collaborate with ordinary people who may encounter unforeseen circumstances. Thus putting us in a difficult position, as it leads to a waste of money.
LOCATION SCOUTING AND VIDEO SHOOTING FEATURES
As I said, for this commercial video production project, we utilized three locations: a cafe, a kitchen, and a living room.
FILMING THE CAFÉ SCENE
Due to frequent blackouts in Kyiv, many establishments were closed. However, we found a suitable cafe that matched our color scheme and allowed us to film. We shot early in the morning and had a designated area for setting up lights and equipment.
FILMING THE KITCHEN SCENE
The kitchen scenes were filmed in a rented studio. We had to create a setup for shooting from above, which was a crucial element in obtaining the right shot during product video production. Despite the complexity, we were able to achieve our goal.
FILMING THE LIVING ROOM SCENE
One of the interesting shots we filmed in the living room – was an inside view of a backpack. To achieve this, we cut the bottom of the backpack, placed the camera inside, and had the actress insert the necessary items. This creative approach resulted in one of the most valuable shots of this clip.
BEHIND-THE-SCENES INSIGHTS FROM ONZEGO’S TIKTOK
Commercial video production is an exciting process in every sense. And many people are curious about what goes on behind the scenes. That’s why I’ve created a Tik-Tok account for our Onzego Video Production, where I periodically post something interesting shorts like a real BTS, Storyboard VS Real project scenes, post production services processes, VFX editing, etc. Subscribe and watch the magic of video production.
FINAL VIDEO
I want to point out that initially, the client had no time limit. However, they later decided to condense the footage into a 60-seconds clip. As a result, not all the planned footage made it into the final version of the video.
My team and I are always delighted to collaborate with new clients. We take pride in being part of their projects and providing top-notch product video production services. Our goal is to bring innovative and unique ideas to life, resulting in high-quality visual content.
This project was not our only collaboration with the client. You can read about our subsequent experiences on the page.
Ukrainians are an unbroken nation in every sense. Despite ongoing challenges, we continue to live and work, adapting to new circumstances.
The war has not affected the quality of our work and services. Foreign companies benefit from partnering with Ukrainian video production teams for several reasons, including cost, quality, and commitment.
If you require video production services for commercial or product videos, please do not hesitate to contact me. You will be convinced of our professionalism from the moment we begin communicating.
FREQUENTLY ASKED QUESTIONS (FAQs)
What’s the Typical Product Video Production Process?
Everything starts with a briefing and discussion of your project. Next, I’ll look over your references and propose my solutions. Then I create a mood board and storyboard to show visually how everything will happen and the final result. Once approved, we move to the pre-production stage, then to shooting and post-production services. After making edits (if any), you get a fully polished final product video.
What is a Product Video?
What is Pre- and Post-Production?
