The 17 Questions We Ask Before We Start Filming

1. What is the true purpose of this video?

“To put it on our website” is not a purpose. We dig deeper. Is it to generate leads, explain a complex service, boost employee morale, or secure donations for a non-profit? Knowing the “why” shapes every single decision that follows.

 

2. Who is the one person we are trying to reach?

You cannot speak to everyone. We work to define a specific target audience. Are we talking to busy CEOs, concerned parents, or inspired creatives? The message, visuals, and even the music change completely based on the answer.

 

3. What are the three non-negotiable messages?

A video that tries to say ten things says nothing. We help clients distill their core message into three key takeaways. Every scene, interview, and graphic should serve one of these points.

 

4. What does success look like in hard numbers?

Is it 100 new leads, a 20% increase in webinar sign-ups, or $50,000 in donations? Defining clear, measurable goals upfront lets us craft a video designed to hit them and allows everyone to celebrate the win.

 

5. What is the ideal timeline, including internal reviews?

We need to know the real deadline. More importantly, we map out time for client feedback rounds to avoid last-minute panic and ensure quality isn’t sacrificed for speed.

 

6. What is the project budget range?

This is about alignment, not just cost. Knowing the budget range allows us to be creative within real constraints and propose a video production plan that delivers maximum value for the investment.

 

7. How will this video be used and distributed?

A video for a trade show screen is different from a social media ad. We ask about all the planned uses—website, email campaign, social media, events—so we can deliver the right formats and aspect ratios from the start.

 

8. What emotion should the viewer feel?

Do we want them to feel inspired, trusted, relieved, or excited? The emotional goal dictates the storytelling, colour grade, pacing, and music, moving the video from informative to impactful.

 

9. Who needs to approve the final video?

Identifying the decision-maker and any committee early prevents frustrating revision loops later. We like to get all key stakeholders in the first meeting.

 

10. Do you have examples of videos you love (or hate)?

This is a quick way to visually understand a client’s taste. It aligns expectations on style, tone, and pace before we write a single word of a script.

 

11. What specific visuals must we capture?

Are there key products, locations, or team members that are essential? We build a shot list around these must-haves to ensure nothing critical is missed on shoot day.

 

12. Who will be the on-camera voice of your brand?

Will it be the CEO, a satisfied customer, or a friendly narrator? We help choose the right spokesperson to best deliver the message and connect with the target audience.

 

13. What does your audience already know or believe?

We need to meet them where they are. This helps us decide if we need to dismantle a misconception or build on existing positive knowledge.

 

14. What is the single action you want a viewer to take?

“Learn more,” “Get a quote,” “Donate now.” A clear call to action is the bridge between a great video and a great result. We plan for it from the beginning.

 

15. How does this fit into your larger strategy?

Is this video a standalone piece or the hero asset for a larger campaign? Knowing this helps us create something that works harder and integrates seamlessly.

 

16. What are your biggest worries about this project?

Addressing fears head-on—be it about cost, timelines, or creative risk—builds immense trust and allows us to put safeguards in place.

 

17. What would make this project wildly beyond your expectations?

This final question opens the door to blue-sky thinking. Often, the best, most innovative ideas come from this conversation.

Asking these questions does more than just gather information. It builds a partnership. It shows you are invested in your client’s success, not just in delivering a video file. It is the cornerstone of a professional video production service that clients return to and recommend.

 

At our Toronto video production studio, this consultative approach is what transforms a simple project into a stress-free collaboration and an outstanding final product. It is how we ensure that the story we capture is not just beautiful, but truly effective.