From Planning to Editing: What Really Happens in Video Production

Introduction

When most people think of video production, they picture someone pressing record on a camera and then magically ending up with a polished, high-quality video. But the reality is that most of the work happens behind the scenes — long before and after the camera starts rolling. If you’ve wondered what goes into producing a professional video or why video production involves so much planning and expertise, this blog is for you.

After years of working on small to large productions, we at Flex Media have learned that clients often don’t necessarily realize how much work happens off-camera. Every step, from pre-production planning to editing, is crucial to delivering a video that aligns with your marketing goals and makes an impact. Let’s explore what happens during a professional shoot.

Pre-Production: The Planning Stage

This is where the real magic starts. The pre-production phase is arguably the most critical part of the process. A well-planned shoot saves time, eliminates surprises, and makes sure your final video is effective and strategic. During this phase, we research your company, competitors, and marketing goals. We develop a video strategy ranging from a simple one-page plan to a full 20-page document, depending on the project scope. Our team writes scripts tailored to your brand’s messaging and creates a shot list to ensure we capture all necessary footage. We assign the right production team based on the style and requirements of your video, ensuring specialists in lighting, audio, and cinematography as needed.

If the budget allows, we conduct a site visit to assess the location for lighting, sound, and shooting logistics. This helps us pack the right equipment and anticipate challenges before shoot day. Once the production date is booked, our team preps and packs all necessary gear, making sure that everything is ready for a smooth and efficient shoot. Without proper pre-production planning, a video shoot can quickly become inefficient, wasting time and resources. To get a deeper understanding of why pre-production is so vital, check out our blog on Preproduction: The Foundation for a Successful Video Shoot.

Production: Lights, Camera, Action!

The production phase is where all the planning comes to life, but it’s more complex than just showing up and pressing record. On shoot day, our team arrives early to unload and set up equipment, ensuring we stay on schedule. If a site visit isn’t conducted beforehand, our director of photography will scout the location and identify the best spots for filming. Setting up lighting can take 45 minutes to an hour and a half, depending on the complexity of the shot. Audio setup follows, requiring an additional 15 to 30 minutes to guarantee clear sound. If you want to learn more about how proper lighting can enhance your video quality, read our post on Why Lighting Is Essential for a Quality Video.

Once everything is set, we start filming, which often includes multiple takes. Talent direction is another crucial aspect — some people are comfortable on camera, while others need coaching to deliver natural, engaging performances. This is where having an experienced producer on-site makes a significant difference. Our team also monitors external factors like background noise and lighting changes, making real-time adjustments as needed. After capturing all required footage, we break down and pack up equipment, which can take up to an hour. Once back at our office, all footage is backed up to multiple drives so nothing is lost. If you’re wondering what to expect on shoot day, take a look at our guide on What to Expect on Your Video Shoot.

Post-Production: Where the Magic Happens

If pre-production is about planning and production is about execution, post-production is where everything comes together. The day after the shoot, our editing team begins reviewing and organizing all footage, cataloging the best takes, and assembling the raw clips into a compelling story. If your video includes an interview or voiceover, we start by cutting and aligning the audio to set the foundation for the edit. From there, we select visuals — whether from our shoot or stock — to support the narrative.

Editing isn’t just about piecing clips together. It involves color correction for a polished, cinematic look, adding music and sound design to enhance the overall feel, and designing motion graphics or animations when necessary. AI-assisted tools help speed up the process, allowing us to focus on fine-tuning the creative aspects of your video. Once the first draft is complete, our producer reviews it to make sure it aligns with the approved script and marketing goals before sending it to the client for feedback. Depending on the project, clients typically have one or two rounds of revisions. If you're curious about the editing process, check out our deep dive into Unveiling the 'Magic' of Video Editing.

Once the final version is approved, we export the video in the necessary formats and back up all project files for a year in case updates are needed. Without this level of detail and refinement, even the best footage can fall flat. Additionally, if you’ve ever wondered about receiving raw footage from a project, we discuss the key considerations in our blog What to Expect When You Ask for the Raw Footage.

Conclusion: Why Professional Video Production is Valuable

A professional video shoot involves much more than just filming. Every stage — pre-production, production, and post-production — plays a vital role in creating a high-quality, engaging video that achieves your business goals. When you work with an experienced production team, you’re not just hiring someone to hold a camera. You’re investing in a team that understands how to craft a strategic, compelling video that aligns with your brand and delivers real impact. From ensuring your message is clear to handling every technical detail, a professional production team guarantees that your video is not only visually appealing but also effective in driving results.

If you’re ready to create high-quality video content that enhances your brand, let’s talk about how we can bring your vision to life.