No Substitute for Knowledge and Experience

Elements of Professional Video Creation

A simple “point and shoot” is not how professional quality, effective promotional videos are made. Only with the addition of elements of audio, lighting, and shot selection can the best quality video production be ensured. The experience of a video filming service is a must, and these are reasons why:

Advertising with a promotional video or ad is a powerful tool for any marketing strategy; however, there are some temptations that must be avoided when deciding to undertake the project. The strength of recording equipment and picture quality available to any amateur filmmaker or average consumer is becoming increasingly sophisticated. Standard, low budget video editorial software allows manipulation of home videos and basic cutting ability. However, even with the right tools and equipment, there is no substitute for the talents of an experienced professional with the right equipment. Promotional video project managers: avoid the temptation of skirting professional quality!

Besides simply the visuals, so much of film making and custom video creation MUST come from a place of experience and study if it’s to have a chance of being effective. Avoiding a Pro runs the risk of your end product being ignored by the audience, and not being as effective as intended. Audiences see new advertisements and promotional videos on a daily basis, and it takes the average audience only a few seconds to decide whether or not to pay attention to it.

If your promotional or fundraising video does not meet a certain quality level that the average viewer comes to expect, the content within may never be given a chance. The following are some areas where professional quality is not only a benefit, it’s a must.


The audio quality of a custom made video requires cutting-edge equipment, an ear for sound, and uncompromising attention to detail; none of which are readily available to an amateur filmmaker or average techie. Without the right techniques and skills to shed away “room noise”, ensure a clear recording, and create a solid flow of sound that unifies and supports the visuals; any custom video production will fall flat. Invest in clean crisp audio, a make or break element that will either legitimize or bury your promotional video.


A professional will understand what to do behind-the-scenes in terms of decision making for a custom video production. Experience and expertise is the differing characteristic between an amateur and a professional. Hiring a video filming service means that you will have experience on hand, able to assist with everything from wardrobe and writing, to shot selection and timing. You’re not just paying for JUST a product; you’re paying for experience when hiring a video production business.


Manipulating the qualities of light and space is something that cannot be emulated with even the most expensive cameras. For the most expressive and detailed shots possible, an understanding of professional lighting and what the camera will actually pick up is required. Pointing and shooting will just waste valuable time, as you are at the mercy of natural light which is both uncooperative and a glaring imperfection to the viewer. Light installations and kits cost a considerable investment; an investment which is unnecessary for the occasional need of a promotional video. A video filming service will not only have all of the lighting equipment necessary, they will know how to expertly use it for the best possible custom video production.


Finally, the outside eye of a professional gives an objective voice to tell the story that you want to tell. As a business or organization creating a promotional video, you have a series of messages and points that you would like to get across. Professional custom video creation can take your message and form a story; a sort of flowing argument told through high quality sight and sound for the purpose of not just telling your message, but persuading it. The customer retains all creative control along the way, but storytelling through the film medium is what a professional filmmaker does for a living. Differ to expertise and delegate promotional custom video creation to a video production business.

If you are looking for custom video creation or promotional video filming services in the San Jose, CA area, contact the professionals at Creation Ground Media.