2nd Edition

Corporate Video Production Beyond the Board Room (And Out of the Bored Room)

By Stuart Sweetow Copyright 2017
    366 Pages 49 B/W Illustrations
    by Routledge

    366 Pages 49 B/W Illustrations
    by Routledge

    In this updated edition of Corporate Video Production, Stuart Sweetow teaches aspiring and seasoned videographers how to make imaginative corporate videos with eye-catching designs, rhythmic editing tricks, and essential scriptwriting and interview techniques. Readers will learn how to shoot on location or in a studio, work with employees-turned-actors, find new clients, and produce online videos and podcasts for corporations, government agencies, and non-profit organizations. Additionally, this new edition has been updated to include discussion questions, chapter summaries, and professional tips, and to cover live webcasting, mobile devices, shooting in 4K, micro-videos, micro-cameras, and storytelling techniques for corporate social responsibility programs. A companion website features downloadable forms and further resources.

    Table of Contents


    Preface to the Second Edition


    Chapter 1 Case Studies


    Corporate Social Responsibility—Google Heroes

    Videos Documenting Company Community Service

    Big YouTube Views

    Hamburger University and Sustainability at McDonald’s

    Consulting Firm Booz Allen Hamilton

    Scripted Videos with Professional Talent at World Savings

    Finding and Directing Talent

    Evaluation Mechanisms

    New Employee Orientation Video

    Recruiting with Video -- Facebook Headquarters

    A Consumer Products Manufacturer

    Setting Up an In-House Video Service

    Using Outside Services



    Social Media and User-Generated Video

    Shared Content at Safeway

    Movie Production and IMAG Display at Berkshire Hathaway

    Shooting the CEO

    Job Listings at Corporations

    Salary Ranges for Video Production Employees

    Summary of Key Points and Takeaways

    Discussion Questions


    Chapter 2 Marketing Yourself as a Producer


    A Personal Message from an Independent Video Producer

    Getting Started and Getting Business

    Volunteer for Nonprofits

    Your Business Plan

    Writing the Video Production Proposal

    Requests for Proposals and Requests for Qualifications

    Business Accounting, Licenses, and Taxes

    Business Insurance

    Independent Contractor Defined

    Hiring Help

    Business Formations

    Doing Business with the Government

    Summary of Key Points and Takeaways

    Discussion Questions

    Chapter 3 Video Project Proposals


    Sample Proposal: The Metropolitan Transportation Commission

    Sample Proposal: Accounting Training DVDs

    Summary of Key Points and Takeaways

    Discussion Questions

    Chapter 4 Budgeting the Corporate Video Production


    Determining the Costs

    Above and Below the Line

    The Executive Producer

    What to Leave In, What to Leave Out

    Budget Management

    Distribution and Marketing Budget

    The Bottom Line

    Summary of Key Points and Takeaways

    Discussion Questions


    Chapter 5 The Role of the Producer in Corporate Video


    The Producer-Director

    Above the Line

    The Producer As Team Motivator

    The In-House Producer

    Instructional Video Evaluation Instrument

    The Contract/Freelance Producer

    Script Development

    Production Management

    Summary of Key Points and Takeaways

    Discussion Questions


    Chapter 6 Directing Corporate Videos


    Directing Professional Talent

    Shooting the CEO

    Employees as Actors: Directing Nonprofessional Talent

    Auditioning the Talent

    Directing the Crew

    Directing Live Switching

    Script Markup and the Shot Sheet

    Directing the Edit

    The Unique Position of the Corporate Video Director

    Checklist for Use of Talent

    Summary of Key Points and Takeaways

    Discussion Questions


    Chapter 7 Production Coordination


    Production Management

    Script Breakdown

    Daily Call Sheets

    Daily Production Reports

    The Assistant Director

    The Production Assistant

    Interview with a Production Manager and Producer

    Crews for Corporate Shoots

    Talent and Union Crews


    Producer Support

    SAG Industrial and Educational Pay Rates

    Summary of Key Points and Takeaways

    Discussion Questions


    Chapter 8 Corporate Scriptwriting


    Determining Objectives

    Research and Concept Development

    Facts + Frameworks = Concept

    The Audience

    The Treatment

    Writing for the Visual Element

    Writing for the Spoken Word

    Describing Visuals

    Script Formats

    Writing Dialog

    Writing Documentary Scripts

    Script Drafts

    Summary of Key Points and Takeaways

    Discussion Questions

    Chapter 9 Legal Considerations


    Trade Secrets and Nondisclosure


    Safety Issues

    Permissions, Releases, and Permits


    Distribution Agreements

    Legal Considerations If You Are a Freelancer

    Summary of Key Points and Takeaways

    Discussion Questions

    Chapter 10 Talent: Working with Talent, Coaching the Executive, and Appearing On-Camera Yourself


    Coaching Nonprofessional Talent

    On-Camera Reporters and Guests

    The Floor Director

    Professional Narration: On-Camera and Voice-Over

    Actors for Dramatic Roles



    On-Camera Training and Presentation Skills

    Summary of Key Points and Takeaways

    Discussion Questions

    Chapter 11 Location Shooting


    How Mr. Murphy Stole from My Big-Budget Video Production

    Location Scouting

    Logistics on Location

    Nondisruptive Equipment Setups

    Client Guide to Location Filming

    Site Survey Checklist

    Your Murphy Bag

    Summary of Key Points and Takeaways

    Discussion Questions



    Chapter 12 The Interview Format



    Shooting an Interview Sequence

    The Single-Camera Interview Shoot

    Employing Composition and Continuity in Interview Filming

    Notes to the Interviewer

    Remote Interviews


    Summary of Key Points and Takeaways

    Discussion Questions

    Chapter 13 Aesthetic Considerations


    Branding Complementation

    Creative Corporate Camera Work



    Moving the Camera

    Art Direction and Set Design

    Wardrobe, Makeup, and Hair in the Corporate Video

    Summary of Key Points and Takeaways

    Discussion Questions


    Chapter 14 Technical Considerations


    Enterprise-Grade Cameras


    Camera Support

    Exposure Metering

    4K and 8K Cameras

    Mobile Studios


    Audio and Lighting Considerations for the Enterprise

    Postproduction for the Enterprise


    Storage Solutions

    Redundant Array of Independent Disks

    Hardware Acceleration

    High-Definition Editing Formats

    Electronic Filters—Softening the Skin

    Compositing and Effects

    Multiple-Camera Editing

    4K Editing

    Summary of Key Points and Takeaways

    Discussion Questions


    Chapter 15 Training Videos


    Cost Justification for Training Video

    Video as a Consistent and Repeatable Training Medium

    Video as an Engaging and Exciting Medium

    Treatment for a Supervisor Training Video

    Call Center Training

    Safety Training

    Treatment for a Safety Training Video

    Product Training for Retail Customers

    New Employee Orientation

    Media Training

    Presentation and Speech Training

    In-House Video Repurposed for External Distribution

    When Video Is NOT Effective

    Non-Fiction Storytelling

    Instructional Design

    Summary of Key Points and Takeaways

    Discussion Questions


    Chapter 16 Marketing and Social Media


    YouTube for the Enterprise

    Embedding, Creating Channels, and Playlists

    GoPro and User Generated Videos

    ULTA and Haul Videos

    Short Vines by Big Corporations

    Tumblr in the Boardroom

    Instagram: 15 Seconds of Fame

    Burberry, Instagram, and Apple

    Engagement Objects on Websites

    Top Corporations’ Video Sites

    Facebook, Twitter, and Other Sharing Sites

    Facebook Embedded Videos

    AT&T on Facebook

    Facebook Video Views Design Guidelines

    Twitter in the Boardroom

    Dailymotion, Vimeo, Metacafe, and Veoh

    Summary of Key Points and Takeaways

    Discussion Questions


    Chapter 17 Corporate Events: Filming Conferences and Meetings


    Shooting in an Auditorium

    iMag Projection

    Lighting Considerations

    Mics at Meetings

    Tying into the Sound System

    Feeding the Audio and Video to a Remote Site

    Live Streaming of Meetings

    Conference Highlight Videos

    A Guide to Videotaping Meetings

    Recording Clear Audio

    Wireless Microphones

    Audience Questions and Answers

    Camera Placement

    Multiple Cameras


    PowerPoint Slides and Other Projected Images


    Summary of Key Points and Takeaways

    Discussion Questions


    Chapter 18 Nonprofit Organizations


    Multiple Constituencies: The Politics of Nonprofits

    Case Studies: Nonprofits

    Saving Lives with Video

    American Cancer Society

    Shooting CEOs for the YMCA

    California Department of Public Health

    American Indian Cancer Control Project

    Starr King School of the Ministry

    The Progressive Way

    Project SEED


    iTunes and YouTube at the University of California

    Hospitals and Medical Centers


    Summary of Key Points and Takeaways

    Discussion Questions


    Chapter 19 Video Distribution: Live Streaming, Video on Demand, and Videoconferencing


    Live Streaming

    H.264, H.265, VP8, Flash, HTML5, and WebM

    Streaming Appliances

    Videoconferencing and Collaboration Technology

    Google Hangouts

    Content Distribution Networks

    Satellite Distribution

    Cloud Storage

    The Enterprise Content Delivery System

    Summary of Key Points and Takeaways

    Discussion Questions



    Sample Budget 1

    Sample Budget 2

    Sample Budget 3





    Stuart Sweetow is a video producer specializing in corporate video production and informational videos. His career started in 1970 when he won first place in the Southern Illinois University Film Festival, after which he worked as a staff video producer for corporations for several years until he founded Audio Visual Consultants, a video production company specializing in producing training and marketing videos for corporations and nonprofit organizations. He taught video production for seven years at the University of California Berkeley Extension, and he has written over 100 articles on video for various magazines.

    "For half a decade, Stuart Sweetow’s Corporate Video Production has been essential reading for corporate video producers—novices and veterans alike. The new edition, updated for our 4K-ready, microcamera-savvy, mobile-centric moment, sets the new standard. With the invaluable perspective of a seasoned producer who knows how to build a versatile, profitable corporate video business and keep it rolling through changing technologies and times, Sweetow provides easy-to-follow insight on corporate video from every angle: how to pitch it, plan it, cast it, direct it, shoot it, deliver it, and get it seen." —Steve Nathans-Kelly, Editor, Streaming Media Producer

    "A practical, real-life compendium of what every corporate video professional must know to succeed. From banking to high tech, Sweetow shares up-to-date universal truths, revealing them through dozens of little known secrets of corporate production that will help jump start any career. Highly recommended!" —Greg Snyder, Former Senior Vice President of Corporate Video, World Savings