Did you know that, worldwide, Facebook averages 8 billion video views a day? It just goes to show that video content is one of the most potent marketing tools for a brand, as it is accessed by audiences across the spectrum – economic, social, and geographical. But while technology makes this possible, do not forget the scale of the human effort that goes into creation of video that we either celebrate or instantly reject. If you were to produce or commission one, here’s the talent your video creation team must have:

1. Scriptwriter

A scriptwriter is responsible for giving shape to characters, writing believable dialogue, and stringing the plot together. It is based on this framework that a director charts their vision. A complete script can take a few weeks to finalise.

2. Creative Producer

A creative producer takes an idea from its conception to its completion. This includes reworking a script idea to perfection, choosing a suitable director, overseeing the hiring of the production team, casting for the film, and finalising funding for the project. This requires them to be well-connected with various members of the industry.

3. Director 

They do more than direct the film/video; they are the captain of the ship and oversee every aspect of the process – from conceptualisation of the project to script finalisation, from putting together the creative team to the final edit and mixing. At the end of the day, it is their film, even if the money came from the producer or production house.

4. Production Assistant

Production assistants help the producer with logistical arrangements that go into the creation of a product. For a video film, this would include administrative support such as transportation of crew, making copies of the script etc.

5. Editor

The editor views all the material shot, selects takes, synchronises the visuals with the corresponding soundtrack, assembles the raw footage or ‘rushes’ according to the script (because films are shot location-wise, not chronologically), and creates the final cut after the director’s approval.

6. Animator

An animator’s job is transformational in many ways. For one, they bring graphics to life. This imagery in motion creates an impact that the film industry has often found Oscar-worthy! They employ a skillset that uses multiple images or frames. These are placed in a chosen sequence to create a sense of movement or animation. Once a compilation of hand-drawn illustrations, animation today relies increasingly on digital imagery.

A production house with a bigger budget could also look to hire the following:

7. Copywriter 

A copywriter, as the word suggests, writes the copy or text, which becomes the basis for creating advertisements, content, or promotional material. The job description may sound very simple, but a professional copywriter can bring words to life. The imagery created by good copy can spell the difference between a hit and a miss.

Successful copywriters are more often than not fluent in their expression, have an abiding curiosity, conduct thorough research, think out of the box, and touch the core values of the human heart.

8. Assistant Director

An assistant director can make the director and the end product look better than they actually are. Conversely, a bad assistant director can achieve the opposite. They often supervise routine activities so the director can look at the bigger picture. They must be well-organised, hardworking, have the foresight to picture future challenges, and above all be able to function as part of a team.

9. Music Director

A music director is responsible for creating the ensemble that accompanies the product. This could be a short jingle or a complete advertorial theme. They bring together all accompanying elements to include orchestra, recording studio, rehearsals – and most importantly the delivery of the end product – in line with the theme.

10. Team of freelancers for video creation

A video creation outfit is unlikely to have every possible speciality within its core team. Often, the best option is to work with a strong team of freelancers, who bring their core expertise, without remaining on full-time employment with the team. This includes specialists such as cinematographers, costume designers etc.