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When is a Video/Film Director Needed?

Before diving into this topic, I want to be upfront: my perspective might ruffle some feathers, but it comes from a place of honesty. Every industry has its upsells. Fast food chains push desserts, car dealerships and phone providers push extended warranties, and in the video production world, one of the biggest upsells is the Director. While the title “Director” may sound impressive, it’s important to ask: what does a Director actually contribute to a video shoot?

To answer this, let’s start by understanding the auteur theory—the idea that the Director is the creative visionary behind a film or video. For feature films, documentaries, and artistic shorts, I fully support the need for a Director. Their vision shapes the final product. However, when it comes to corporate videos or simple film shorts, the client essentially takes on the role of Director. The production company’s responsibility is to interpret and execute the client’s vision, so why are you paying extra for a Director?

A Brief History of the Director’s Role

Back in the days of film, there was typically one person operating the camera: the Cinematographer. This individual was responsible not just for filming but for the entire visual composition of the project, including lighting and other technical details. Over time, as the industry evolved and grew more profit-driven, the role of the Director was split into multiple positions: Cinematographers, Camera Operators, and Directors of Photography (DPs). The Director, instead of being hands-on with the camera, now often oversees the shoot by watching video feeds on a monitor.

This decentralization diluted efficiency. Tasks that were once handled by one person became segmented, requiring more time and resources to accomplish the same goals. It’s a classic case of “profits over people,” as described in economic theories like the Theory of the Firm.

The Reality of the Director’s Role Today

While Episode 11 Productions is a business that aims to profit, we focus on doing so through mutual benefit—not by charging clients for unnecessary roles. In many cases, a Director on a corporate video set adds little value, particularly when there’s only one camera in use. A Director often demands additional takes to justify their presence, leading to wasted time and higher costs for the client.

Consider Stanley Kubrick’s legendary work on The Shining. The iconic staircase scene where Jack Nicholson chases Shelley Duvall required a staggering 100 takes to satisfy Kubrick’s vision. While his auteur-driven approach is respected in cinematic art, this level of excess is neither practical nor necessary for corporate video production.

When Do You Actually Need a Director?

For corporate shoots—whether it’s a commercial for a local beer bistro or a global candy brand—a Director is rarely needed unless there are multiple cameras filming simultaneously. On single-camera shoots, the Camera Operator should have the skills and artistic sensibility to capture the client’s vision without requiring oversight from a Director. If they can’t, it’s a sign you might not be working with the right production company.

Shows like My Name Is Earl, which ran for four successful seasons, were shot with a single camera, proving that excellent storytelling and visuals don’t require a Director’s constant presence. Unfortunately, some companies will argue otherwise, often because they’ve been charging clients for a Director’s unnecessary services on one-camera shoots.

The Bottom Line

The decision to use a Director should depend entirely on the complexity of the project. For multi-camera shoots or highly creative productions, a Director can be invaluable. But for most corporate video projects, the additional cost and time a Director adds aren’t justified. A skilled Camera Operator should be capable of delivering a visually stunning video that aligns with your vision.

At Episode 11 Productions, we prioritize efficiency, creativity, and ethical practices. We work to interpret and execute your vision without unnecessary expenses, ensuring you get the best value for your investment. When you work with us, you can trust that every role on set is essential—and every dollar you spend is well worth it.

 

Video Production Cost Comparison

The video production industry today is much like the medical industry and clients are as much in the dark about the cost, just like the medical patient. Patients have a need but don’t really understand the process of medical care, so they pay $20 for a band aid. The same scenario happens to clients who contract the status quo production firms.

For many years, the standard video production companies take advantage of the corporate market. Clients don’t understand the process, so they are willing to pay for whatever the production company says is needed.

I must admit, we conducted a cost comparison for a video project in Charlotte, NC, we are shocked by the outcome. No wonder businesses are wary of putting their trust in a film company. Allow me to explain the scope of the project before we get into the cost variances.

The project is a 3-5-minute video for a large commercial landscaping company which just opened in Charlotte. The request for quote (RFQ) is for a one camera shoot, two locations, for one day.

The first location would take place the client’s office and would showcase the facility and the employees conducting daily duties… smiles on faces. The RFQ also asks for a few interviews in the office of some of the key staff members-these stories would drive the video.

The second location would capture B-roll of the landscaping process at one of the Landscaper’s client’s location in Charlotte. So, to recap, here are the specifications:

Video Production Requirements 1 Camera Camera stabilization-dolly 2 Local locations Lighting Kit Lavalier microphone for the interviewee

Video Editing Requirements 3-5 min finished video Royalty-free music Motion graphics Sound Recording Sound Effects

Now! Are you ready for this? We collected four different estimates from local corporate video production companies in the Charlotte area, and here are the results.

Company A: $2,300

Company B: $12,400

Company C: $1,100

Company D: $5,200

If I were to ask for an estimate and had gotten spread of pricing represented here, I would certainly be extremely confused. How could a 3-5 minute video vary in price by $6,900? Six thousand, nine hundred dollars! By the end of this posting, you will have a better understanding of why. Camera cost range from $2,500-$100,000 or more. Each camera has its place in the production process. I can’t say that one is better than another, but that it’s designed for its own purpose. Many of today’s Blockbuster Hits use both ends of this camera spectrum.

Key crew members also varied. The largest of the quotes lists a Director, which we found extremely funny because we only asked for a single camera shoot. Before companies got greedy, the Director and Camera Operator was one person- the Cinematographer. Why would you pay for someone to sit and watch a video feed from the only camera operator?

Another extraneous position included a Camera Assistant (they hand batteries to the Camera Operator from a bag lying next to the Cameraman’s feet). After being on countless sets, it seems that most of these crewmembers mostly stand around looking at their phones, which in turn is paid for by you.

The editing all included the same responses, however, we again found humor in the fact that the largest quoted price listed editing times of over 13 hours per one minute of finished video.

Now let’s look at the other end of the price variances. The lowest RFQ’s were single-man operations, which is totally fine. There are many one-man production companies who produce some fantastic results, after all, anyone can buy a camera and start shooting, but this is only one-third of the production. It’s difficult to give proper attention to the visuals and the audio recordings at the same time.

The perfect crew size is one that fits the parameters of the project. For most corporate videos, tradeshow videos, and marketing videos, a good three to four-person crew is ideal. I would argue this point with any professional production company. After all, we’ve shot national network TV shows with this size crew, so I doubt most requests would require any more.

So, where does Episode 11 Productions fit within this wide range of pricing options? I’d say somewhere north of the middle, with value-added production tools only seen in the most expensive corporate videos. Another added bonus is our very own female co-owner and chief editor extraordinaire-Beth Sowell. Editing mostly with Autodesk Smoke, an editing software package only understood by the most technically savvy, ultra-creative Hollywood editors, Beth has a huge advantage over most other editors-the female brain. Let’s face it; there are lots of studies, which show that women are great communicators.

The next time you need to judge cost versus outcome, pick up the phone and call 704.451.5073. Our customer-focused team will help you understand what’s needed, but most importantly, what’s not needed.

The Psychology of Color in Video Marketing

Color. It’s all around us, and it has powerful psychological benefits within marketing. The psychology of color within the scope of video marketing impacts our mental state in a big way. Large corporations have understood this fact for many, many years. It’s used in logos, photographs, videos, 3D elements, website color schemes, and even lighting.

Color of Lighting

Walk into any Target store. Have you noticed that the lighting inside the store is very warm, having more red hues? This has a psychological effect on the store’s visitors. The lighting is around the same “color” as the lighting in your home, so you feel more “at home”. The light color also gives shoppers a more emotional experience, by heightening the senses and invoking a sense of passion. Clothing looks more flattering under this color of light. The effect also has been proven to increase appetite. In some cultures, color red is associated with importance, prosperity, and happiness.

Walmart, on the other hand, uses a cool-colored light, with more blue hues. The color of these lights gives individuals a sense of peace and security and creates a sense of trust. The effect also entices the shoppers to linger for longer periods of time and will help retain shoppers and turn them into loyal customers.

Walmart changes things up a bit when it comes to Super Wal-Marts (those which include a supermarket). Stroll past the meat department and notice the difference in the color of the lights in the meat counter. That’s right, the store will use a more redder in the counter. As we discussed before, red stimulates the appetite. I’m sure that it has been discovered that meat that sits under a red-hue light looks more appealing and results in more sales.

Use of Color Tints in Scenes

Try this fun experiment. Choose a favorite movie from your DVD collection and watch it. This time, I’d like for you to notice the color shifts within the different scenes. Notice your feelings during the various scenes.

Is there a scene where the temperature is cold? What color shirt do you notice? I would bet that it’s blue. That’s because the color blue is hardwired in our brains as a reference to cold temperatures. Perhaps there is a scene that is shot in a hot climate. Did the scene have an orange tint to it? Are you starting to see it now?

Just like major media production companies use color to invoke the desired emotion, you too can use color in your videos to help convey your message and move the viewer to act. It’s paramount that color psychology is implemented into your marketing strategy. Used effectively, color can cause the viewer to feel hot or color, calm or excited, happy or sad.

The video below is a perfect example of just how color hues can affect the viewer’s emotional state. The opening video is a raw, shot-as-seen clip of horses grazing in a meadow. The second and third clips in the video have been adjusted in some way. After watching them, ask yourself these questions: how do you feel when you see the first clip; what about the second and third? If such a slight color hue change can have a major impact on the viewer, imagine what would happen if the color was used correctly throughout your corporate video production.

Use of Color in Video Graphics

Let’s assume that you want your viewers to be excited about your product. What colors should be used throughout the video? By using the colors red, orange, and yellow, you invoke feelings of excitement and warmth. Brands such as Coke, Pinterest, Nickelodeon, and Best Buy all use these “exciting” colors to convey the message of their brands.

What about brands such as Holiday Inn, Starbucks, Ford, and Facebook? What messages are these companies trying to convey? Typically, you don’t see Starbucks customers in a big hurry. Often, we see customers sitting in comfy chairs, drinking high-priced coffee and reading books, magazines, and newspapers. Let’s face it, when was the last time you were on Facebook for two minutes or less?

Conclusion

Psychology is the key to successful marketing. Those who understand strategic psychological techniques will always win over their competitors. There’s a reason that Coke and Pepsi are so successful. There’s a reason why McDonald’s 15% beef hamburgers are so popular, despite their unhealthy, and sometimes dangerous food ingredients.

The use of color psychology within marketing collateral material is an inexpensive tool, but one which yields much success. When correctly used within a calculated corporate video campaign, color can have a major effect on the viewer and can help move those viewers to act on your message.

Where Are We Going With Video

Technology moves faster than an overzealous dog who tried to bully a cat. Every camera used in any video production company is obsolete. New cameras come out on a daily basis; the latest better than the last…sometimes. So, what does this say about the future of video production? We’ll examine that and more in this post.

View into the Past

Yesterday, video production companies were nothing more than equipment technicians. The camera operators knew how to manipulate the cameras to get the shots and the editors knew how to piece the clips together.

It was much like a news crew investigating a story. The crew would show up, shoot and hope for the best. As a matter of fact, many video production companies today are previous camera operators on a news crew. This is how the corporate video production industry got its start, but is it enough? The answer is a resounding NO.

Change is Needed for Success

The future of video production has changed. Gone are the days of run and gun, point and shoot, and hope everything turns out ok in the editing bay. Successful video production companies are no longer just equipment technicians. Successful production crews are salespeople, marketing consultants, and psychologists, using the video production industry as a tool to get results.

The stakes are high, economically speaking. Precision is paramount in the marketing and advertising game. The less guesswork that can be taken out of the equation, the better. When using video as a tool, the basis for that use should be from a scientific basis. Everything that happens within a video clip or a feature film should drive the viewer to some sort of thought process or emotional evocation. For this reason, video production companies must continually study the science of the mind and emotions to bring about that change in the viewer.

Tips for Success

Video production is still very much an extremely powerful medium. Every major brand on the planet uses video to help boost the bottom line, but they use it the correct way. Without the utilization of the science behind videos, you really are wasting your time, your money and possibly your job…if you are the decision maker. Here are a few tips to help you get the most out of your current video production projects:

Keep your videos short and use proven psychological cues to keep the interest of the viewer. The average person has a very short attention span. As a matter of fact, a goldfish has more of an attention span than human beings. So, what is the attention span of humans? 8 seconds. 8 SECONDS!

Know your audience very well. People have different ways of interacting with the world. Many personality tests are available to help break down the personality types of the population. We are masters of this science and often play the “what type is he/she” while at lunch. While each of these tests are effective, we use the DISC personality profile system. Download an overview of the DISC System.

I’m No Production Assistant

Every video production student, who would like to become a video crew member should read this. It’s packed with insider tips to help you navigate and succeed in the competitive world of video and film production.

Since 2007, Episode 11 Productions has produced video content for industry leaders like MTV, ABC, A&E, CNBC, and Fortune 100 companies. We’ve worked with Hollywood crews on large-scale productions, which taught us invaluable lessons about the industry’s realities. One key takeaway? Success in this business requires thick skin, a willingness to learn, and relentless determination. We’ve seen many students—some from prestigious film schools—refuse to take jobs as Production Assistants (PAs), often misunderstanding the value these roles bring to their careers. Through years of experience, including consulting for collegiate film programs, we’ve identified common challenges for new graduates and developed suggestions to help you start strong.

What You Need to Know About the Industry

1.Talent Alone Isn’t Enough: Hollywood is filled with gifted individuals working as PAs while waiting for their big break.

2.It’s Not About You: The industry doesn’t prioritize talent; it prioritizes results.

3.Your Job is to Add Value: Make the production team look good, not the other way around.

4.Respect is Earned, Not Given: Nobody owes you a thing—you must prove your worth.

The production world is tough, and it takes resilience to succeed. A new graduate expecting to direct films straight out of school is in for a reality check. This industry doesn’t hand out opportunities; it demands dedication, humility, and years of hard work.

The Role of a PA: A Learning Opportunity

Being a PA is not a step away from your dreams—it’s an essential learning experience. You’ll gain more insight on a two-day gig as a PA than you would in two weeks of classroom instruction. By embracing these entry-level roles, you’ll develop skills, build connections, and gain respect that will serve you throughout your career as a video crew member.

Yes, some PAs are mistreated on set, but those experiences are rare compared to the invaluable knowledge you can gain. It’s important to keep perspective: you’re a small fish in a big pond, and it takes time and effort to grow into a larger role.

Why Humility Matters

We often work with local colleges to provide students opportunities to assist on corporate shoots. These projects teach vital skills, but some students turn them down, believing the work is beneath them. This attitude is a mistake. No matter how much you think you know, there’s always more to learn. Listening, observing, and working hard are what set future leaders apart.

Realistic Expectations for New Graduates

No graduate walks into the industry as a director. Most will start as PAs or entry-level video crew members. Over time, some may rise to roles like Director of Photography in a corporate setting. These stepping stones are not failures—they’re crucial parts of your journey.

At Episode 11 Productions, we look for team players who are eager to learn, not “know-it-alls.” If you’re willing to put in the effort and embrace every opportunity, the lessons you’ll learn on set will prepare you for bigger challenges.

Our Suggestions for Students:

Take every job you can and treat it as a learning opportunity. Absorb everything around you, then watch the animated film Robots—its core message is one every aspiring professional should understand.

On set, never offer unsolicited suggestions, no matter how obvious the solution may seem. If a grip is struggling with a light that won’t strike and you notice it’s unplugged, just walk away. The film industry is highly ego-driven, and pointing out someone else’s mistake could backfire spectacularly. In this business, stepping out of line can quickly make you the target of a prank—or worse.

Be flexible and accommodating, but don’t let yourself be walked over. Every newcomer to a set gets “tested.” Learn the difference between being a good sport and being a doormat. Standing up for yourself when necessary earns respect. Yes, you might upset one person, but you’ll likely gain favor with the rest of the crew.

Understand the importance of interacting well with different personalities. Study psychology, consumer behavior, and personality styles to refine your interpersonal skills. The DISC personality system is an excellent tool, but whichever method you choose, master it. To further build your communication skills, read How to Win Friends and Influence People—it’s a classic for a reason. These skills will serve you both on-set and throughout your career.

Final Thoughts

Chasing your dreams is essential, but so is understanding the path to achieve them. Hard work, humility, and a willingness to learn will take you further than any degree alone. Success doesn’t happen overnight, but with persistence and the right mindset, it’s absolutely within reach.

Remember, every successful filmmaker started somewhere. Your journey begins with earning respect, embracing learning experiences, and showing the industry that you’re ready to work for your dreams.