As the COVID pandemic has gone on, many film and television productions have shut for large periods of time, but the advertising industry has proven to be remarkably resilient. It turns out that companies still need the opportunity to market and promote!
However, there have been many changes to the way in which productions operate, and you may be wondering how filming has adapted to this new way of working. Here’re our top things to consider when deciding to make a video during the pandemic.
Productions have often existed in a fast-paced environment. So many parts need to come together to get a production rolling in front of cameras, and these things have often come together in the last moment.
This way of working is no longer possible under Covid. A greater level of planning and preparation needs to take place. No more signing off costume on the day! Instead these decisions will need to happen plenty of time in advance. This might mean that the pre-production time increases, to allow for these various sign-offs to happen. But being more prepared than ever is never a bad thing!
What can/can’t I film?
I think the biggest impact that I’ve observed is that it’s much harder to rely on contributors and non-film people! There is understandably a lot of caution around people wanting to get involved. So if you’re planning a project that relies on external contributors, like a case-study, or involves shooting in a public place, you might have to think of a creative solution to get around this.
But ultimately, the content hasn’t changed too radically. By taking the appropriate precautions and steps in production, you don’t need to stifle your creative.
Socially distanced film-making is slower
Anyone who’s been on set will know what it’s like – lots of people doing lots of things at the same time, all to come together to get the perfect shot. It’s now a much more staggered process to enable to social distancing. All of this means more time, and the possibility of getting less in the can on a given shoot day.
More video calls!
One of the biggest ways we can make a set as safe as possible is by limiting the number of people joining us. Of course, technology (that we’re all so familiar with now!) gives us the opportunity to have clients dial in, view every shot in real time, and provide comments in much the same way as they normally would. It really doesn’t feel any different and it allows clients to have that important input into the shoot itself, all from the comfort of their own home!
I think there was a point at the start of lockdown that I thought I might never shoot another ad again… But I’m amazed at what an adaptable industry it is. Sure, some of the processes are a little different and things are a pace slower, but I don’t think the work has taken a noticeable hit as a result. Far from it! I think we thrive on restrictions and a challenge, and I’m looking forward to what’s to come!