How to make a video or animated production

A quick video from our MD chatting through the video and animation production process.

“Understanding the Stages of Video Production and the Importance of Pre-Production Planning”

Video production, whether it’s for animated videos or commercials, can seem daunting for those unfamiliar with the process. It’s important to understand the three key stages: pre-production, production, and post-production. The pre-production phase is all about planning. Here, you gather all the necessary resources to create your video. The production phase is the actual creation of the video, while the post-production phase involves editing, adding graphics, and finalizing the advert. Understanding these stages will help you manage and contribute effectively to the video making process.

The pre-production phase in video production begins with establishing a clear brief. It’s crucial to define why you’re creating the video and its purpose. Is it for a TV advert? To explain a new product launch? What are the key elements that need to be incorporated? Also, identifying the target audience is essential, as well as defining the desired action you want viewers to take after watching the video. Once these elements are clear, you use this information to generate initial ideas and concepts for your advert.


“Strategies for Effective Video Production: From Inspiration to Execution”

If creativity doesn’t come easy to you, consider researching similar videos online. Draw inspiration from them, but don’t copy. Look at how they convey their message, the style and type of their video – is it animated or live action? Have they used stock footage? This can help you identify what you like and what you don’t.

Animations are great for explainer videos, especially when there isn’t a physical product or service. They offer the flexibility to create anything in 2D or 3D. But if you aim to tell an emotional story, live action is more suitable, except for highly emotional themes where animation can soften the impact.

When opting for live action, consider shooting in a studio for total control, as on-location shoots can be challenging. For instance, our experience with Bristol Street Motors involved shooting commercials at dealership sites, which was quite problematic. The sites were open seven days a week, making it difficult to find interruption-free space. We attempted early morning shoots to avoid disruptions but encountered issues like lawn mowing, garbage collection, and car deliveries causing noise. Hence, a controlled studio environment is often the best bet for live action.

Live action video production essentially revolves around control. Shooting on location can present control issues, while a studio offers full control, and hence, is my preferred choice. In a studio, you can leverage virtual production facilities and green screens to combine the best of animation with real life, offering greater creative freedom.

However, remember that a significant part of the work happens during pre-production. This includes scripting, possibly undergoing a legal clearance process, sourcing and auditioning actors or voiceover artists, and gathering all necessary elements to create your advert. This preparation is key to a smooth production process.

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Moving into the production phase, if it’s live action, it’s all about executing the shoot. Based on your script, you should have a shooting script outlining each shot you need to capture. Always aim to get variations for additional safety shots. When editing, you might find a shot doesn’t work as well as you initially thought, so having options gives you the flexibility to make changes if necessary.

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“Maximizing Efficiency and Cost-effectiveness in Video and Animation Production”

In contrast, animation offers more flexibility as you’re creating everything from scratch. If you’re not satisfied with certain 3D elements or characters, you can modify them. The process involves animating the required scenes, which then transitions into the post-production phase.

Post-production involves assembling the shots, fine-tuning the sound, color grading, and polishing the advert to perfection. Throughout this process, continuous collaboration with the client is vital. As an agency, we at Lulu Animation always ensure our clients are satisfied with the ongoing work at every stage. After all, there’s no benefit in progressing if they’re not content with what is produced.

Once you’ve received final legal clearance for a TV advert, the last step involves preparing the video for its intended platform, be it a website, social media, or television, each requiring different specifications.

A key point to remember is to maximize your production efforts. If you’re investing resources into creating a video or animation, consider producing multiple videos or adverts. Making three videos doesn’t necessarily triple the cost. In the case of live action, you might be able to shoot all scenes needed for three videos in one day, incurring the same cost as shooting for one. The additional expense might just be the editing time required for each video.

In animation too, you can optimize costs by reusing 3D assets across multiple videos. The process might involve slight tweaks to the animation, using a different voiceover, or adding a few new elements. This strategy isn’t about creating an entirely new advert, but rather modifying existing content. This approach provides better value for your money, making your production process more efficient whether you’re working with animation or live action. If you have any questions, the team at Lulu is always eager to help.


Written by

Anthony O'Neill


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