Video Production Workflow: Agency and Client Collaboration Guide

Advertising video production can be confusing, as there are different steps and meetings. Here is a guide on what those steps and meetings are and who should attend.

Stage	Sub-Stage	Description	Responsibility
Ideation	Concept Development	Agency and client collaborate on idea generation and brainstorming, refining the core message of the video.	Agency & Client
Production Development	Scriptwriting / Storyboarding	The ad agency develops the script and storyboard, detailing scenes, dialogue, and visual elements.	Ad Agency
	Production Briefing	The ad agency furnishes a comprehensive brief to the interested production houses. Bid Solicitation: The ad agency invites production houses to participate in the bidding process. Bid Criteria: The ad agency clearly communicates the evaluation metrics for bid proposals. Budget Outline: The ad agency or client discloses the production budget parameters.	Ad Agency
Pre-Production	Costing / Planning	The production house drafts a preliminary budget and production schedule.	Production House
	Approvals of Cost / Agreements	The production house submits the final budget and service agreements to the client.	Production House
	Crew Hiring	The Executive Producer recruits the necessary crew.	Production House (Executive Producer)
	Location Scouting	Location Managers scout and secure filming locations.	Production House (Location Managers)
	Talent Casting	Casting directors hold auditions to select and secure talent.	Production House (Casting Directors)
	Technical Meeting	A technical run-through is conducted after post-location checks. The Director runs down to the team the production variables.	Production House
	Feasibility Meeting	A strategic session to align on production feasibility and production variables.	Production House & Ad Agency
	Pre-Production Meeting	A comprehensive meeting to finalize all production details.	Agency, Client, & Production House
Production	Filming	On-set execution of the filming process.	Production House, Agency & Client (oversight)
Post-Production	Offline Editing	The production house creates the rough cut for review.	Production House
	Online Editing	Polishing the edit, integrating high-res footage with visual effects.	Production House
	Color Grading	The production house adjusts the visual style and color consistency.	Production House
	Final Submission	The final video is delivered for client review.	Production House
	Payment Completion	Upon final approval, the client completes the payment.	Client

Roles:

In a video production, the roles of the client, the agency, and the production house are distinct but interdependent, each contributing vital elements to the success of the project:

1. Client 🎯:

   • Sets vision and goals.

   • Funds the project.

   • Gives feedback and final approval.

2. Advertising Agency 💡:

   • Develops creative concept.

   • Writes script and plans storyboard.

   • Connects client's vision to production.

   • Must review and approve the production team's work before the client sees it. This ensures the video meets the client's needs and the agency's creative standards, providing a key quality check.

3. Production House 🎥:

   • Handles pre-production (casting, locations).

   • Manages filming and directs shoot.

   • Does post-production (editing, effects).

Each plays a vital role: the client sets the stage, the agency crafts the story, and the production house brings it to life on screen! 🌟

What if there is no Advertising Agency?

Sometimes, the video production team helps come up with ideas and write the script. This way, they mix creativity with their technical skills, and the client gets to be more involved in making creative decisions. 🌟👥📽️

This approach works well and speeds things up, especially when the campaign is all about videos.