Commercial Video · Production Tips
The quality of your brand video is determined as much by what happens before the camera rolls as by what happens on shoot day. A well-prepared client gets a significantly better final product — and a much smoother experience. Here's exactly what to do in the days and weeks leading up to your brand video shoot in Columbus Ohio.
The most common mistake businesses make going into a video shoot is not being clear on what they want to communicate. Before anything else, answer these three questions in writing:
Your answers to these questions become the creative brief. If you can't answer them clearly, the video will feel scattered — no matter how good the cinematography is. Share these with your production team before shoot day so the creative direction is aligned from the start.
Your physical space is a character in your brand film. It communicates quality, attention to detail, and professionalism before a single word is spoken. Walk through every area that will be filmed and address the following:
Cameras notice everything — a stray cup on a counter, a tangled cord, a dusty shelf corner. Do a thorough clean of every space that will be on camera. When in doubt, remove it. Minimalism reads as confidence on screen.
Natural light is almost always superior to overhead fluorescent lighting. If you have windows, plan to shoot during the time of day when natural light is brightest. Replace any burnt-out bulbs. If your space has mixed lighting temperatures (some warm, some cool), your production team will address this — but flagging it in advance helps.
Anything that reinforces your brand identity — a logo on the wall, branded packaging, your team in branded apparel — adds visual cohesion to the final edit. Think about what subtle branding elements can be visible in the background of your shots.
If team members will appear on camera, preparation matters enormously. People who have never been on camera often freeze, speak too quickly, or lose their natural personality under the pressure of a lens. Here's how to prevent that:
Your team should know what the video is about, who it's for, and what role they play in it. People perform better on camera when they understand the purpose of what they're doing.
Ask each team member to record a 60-second voice memo on their phone answering: "What do you do here and why does it matter to clients?" Do this a few times. The goal isn't a scripted answer — it's to get them comfortable talking naturally about their work before a camera is in the room.
Avoid busy patterns, thin stripes, and all-white or all-black outfits — these can cause issues on camera. Solid colors in mid-tones work best. If your team wears branded apparel, this is the time to wear it. Make sure everything is clean and pressed the night before.
Pro tip: Bring two outfit options on shoot day. Lighting and backgrounds sometimes clash unexpectedly with certain colors, and having a backup prevents delays.
A professional shoot day has a rhythm. Your production team will arrive early to set up lighting and test audio before any talent is on camera. Expect the first 30–45 minutes to be setup, not filming. Don't panic if the schedule feels slow at first — that setup time is what creates the polished, consistent look throughout the video.
Your job on shoot day is to be present and available — not to manage the production. Trust the process, communicate openly if something isn't working, and give your team permission to do their job without micromanaging every shot. The best brand videos come from a relaxed, collaborative set.
When your editor shares a rough cut, watch it twice before responding. First watch it as a viewer — does it tell the story? Second, watch it as the business owner — is anything missing or inaccurate? Consolidate all feedback into a single document rather than sending comments piecemeal. This dramatically speeds up the revision process and results in a cleaner final product.
Arcova Creatives handles every aspect of brand video production for Columbus Ohio businesses — from pre-production planning to final delivery. Book a free discovery call and we'll walk through exactly what your shoot would look like.
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