Module 9 - Organise the filming

What is the biggest mistake people make when filming a YouTube ad?

Not organising it: turning up on the day intending to shoot without actually having a plan.

I want to walk through a document I use with tips and pointers for what to do before a video shoot, so there is a proper plan of action rather than winging it on the day.

What should you prepare before the shoot day?

A shared document covering location, parking, crew, scripts, props, equipment, catering and timescales, so everyone knows what they need to do before they arrive.

Label the shoot location address clearly, so everybody going knows exactly where to be, because it would be pretty terrible if half the cast turned up at the wrong address. Note down parking details too, since some people will come by car and need somewhere close to park, while others may arrive by train or other public transport. Include full crew details: which clients are going, which agency people, models, hair and makeup, and any other crew, along with contact details, names, mobile numbers, emails, and who is responsible for what, including who is bringing which piece of equipment.

Print scripts and storyboards for every team member, so everyone knows who is saying what and in what order, which makes the flow of shooting go a lot more smoothly. Build a prop list too, allocating each prop to a specific person to bring and to the scene it is needed for. Have an equipment checklist covering lighting, cameras, microphones and anything else you need to film, so you know it will actually be there on the day.

Sort out lunch and catering in the document as well, for example noting where the team is going for lunch and asking people to post their orders in advance so someone can go and collect it, because you do not want people hungry on shoot day. Plan the shoot order and the timescale for each part of the day, thinking about which order makes for the easiest workflow, and if you need a set build or a special location, such as a fake home office, make sure enough time is allocated to build it before filming starts, along with whatever equipment that build needs.

Lastly, think about wardrobe as part of your prop list, and make sure you tell people in advance what to bring so they turn up in the right clothes. When picking wardrobe, avoid crazy patterns and especially striped shirts, because they can warp badly on video and do not come out well on screen.

What should you actually do on the morning of the shoot?

Brief everyone on arrival, keep a relaxed atmosphere despite the strict plan, and make sure every phone and device is on silent.

Make sure everyone is ready with their checklists done first thing, and that everybody knows what they are doing, so you can brief the whole team on arrival, covering what needs to be done and the timescales for the day. Encourage a relaxed atmosphere even though there is a strict plan you need to stick to in order to get everything filmed on the day: you want people, especially any models or actresses in the video, to feel comfortable and relaxed rather than rigid, because that will show in the finished ad.

Stick to the setup you planned so your timescales are met and everything is ready when it is time to film. One thing I do want to mention, because it has happened a lot on our shoots, is to make sure phones are on silent, because there is nothing worse than being halfway through a shot and somebody's phone going off, forcing a refilm. That goes for any equipment, even my own laptop has occasionally pinged during a meeting, so make sure everything is silenced.

Have somebody, whether that is the creative director or whoever is in charge of the shoot, keeping an eye on timescales throughout the day, so the shoot does not run over and finishes when planned. Finally, if you have a few spare minutes at the end of the day, go back over your shot list and grab a few extra filler shots just in case, for example a close-up of someone writing on a piece of paper, or a close-up of someone's face concentrating, anything that could help fill out the ad in the edit.