The importance of the creative process.

A clear video production concept is the starting point of the creative process of putting together a video. A great idea for a concept can come from anywhere, and it’s often derived from a moment of inspiration, or a brainstorming session between you and your team members.

The purpose of the creative process is enhancement of your communication, consistent with your brief. The concept gives a clear direction to the whole process of scripting, storyboarding, casting, shooting, and finally editing your video, and takes into account who your video is speaking to, what you want to say and how you would like your audience to react.





A concept can take several forms. It can be a written synopsis – a short, concise paragraph which describes the main idea and theme behind your video. Or, it can be an image or a series of images. Think of it as a kind of “mood board” which dictates the kind of story and style the video will have. The best concepts require effective brainstorming and stepping into your audience’s shoes. Once you have a first draft of a concept, try showing it to other members of your team to see if it makes sense in itself, without much further explaining.

Similar to putting together your video brief, considering the “5 W’s” when defining your concept will also have huge benefits.

  • 1. Who are you speaking to with your concept? – It’s vital to remember who your audience is when considering your video concept. Remember that it is not necessarily about what you or your team like personally – it’s about what your audience will like and respond to. If it’s a sales video or advertisement, how is this video going to help your audience find a solution to a problem that they’re having?
  • 2. What are you saying with your concept? – How you want the viewer to feel or think after they’ve watched the video? What’s the key takeaway? Is it that your company is a great place to work, or that your hotel is a great place to stay?
  • 3. When are you going communicate your concept? When is your video due to be released? Think about the timing of the release of your video when you’re trying to come up with a concept. Many companies release videos and marketing campaigns which relate to certain events on the calendar, such as Christmas, Easter and New Years’. Perhaps your concept will relate to one of these holiday periods.
  • 4. Where are you going place this video? Is your video going to be published online on a video sharing site (such as YouTube or Vimeo), on TV, or on your company website or blog? Does the concept work for that distribution method?
  • 5. Why are you using this concept for your video? – Is it a concept that you feel will really achieve your desired goals for your brand?

With depth of experience in producing different kinds of videos for a variety of companies and brands, Rocket Productions can help you identify and fine-tune your video production concept. Services offered at Rocket Productions also include scriptwriting, storyboarding, casting, and a range of other essential services to help you take your video from a good a idea to a great finished product that will benefit your business in the best way possible.

If you have additional questions about creating an effective video concept or would like more information about the video production services we provide,  call (02) 9955 2681 or get in touch today.