Who We Are.

As a Houston-based video production company, we're obsessed with making memorable marketing videos for serious tech companies looking to build their brands. Our award-winning team can help by producing high-quality photoreal 3D animation, 2D motion graphics, cinematophagrapy, and mind-blowing visual effects.

From Pre to Post: Producing Live-Action Video

Although similar to the process for creating animated videos, creating live-action videos have their own unique process. The basic skeleton of pre-production, production, and post-production is still there, but the inner pieces may be different. Even among live-action video, there is a difference between narrative and interview style (especially in the pre-production stages).


Pre-production (or the “creative” phase) means planning. This includes initial brainstorming, outlines, research, scripting, boards, gathering materials needed (props, wardrobe), equipment, crew, casting, even rehearsals (if it’s a narrative film). Pre-production is the blueprint/gathering materials section of the process. 

Once the studio and client have agreed that a live-action video is right for a project, then there is an official proposal made. Since the studio usually needs to learn about a client, meetings are held to hear the client’s goals, vision, brand, etc. This is the “kick-off,” where a studio meets the client in-person to learn as much as possible about the brand and project. After that, the studio conducts thorough research into the industry, competitors, and similar products of the client. A summary is made and given to the client for verification to ensure the studio understands the client’s vision before production starts. 

The next step is making a script. If the project is interview-style, an outline or list of questions (or  both) are made instead of a strict script. Depending on the time and budget allotted for the project, usually multiple rounds of script are done, with drafts being sent to the client to verify facts are correct, the tone/voice is what they’re looking for, and nothing is missing.After the script is approved, boards are sent over to give examples of the visuals, colors, style, and feel of the planned video. It may not be exactly like the final product, but it should accurately portray what the plan is. The rest of pre-production is mostly getting ready to shoot. Gathering necessary equipment, props, people, locations, permits, and scheduling everything.

Something to keep in mind for this stage of the process: the earlier the client institutes changes to the project, the cheaper projects remain. If 90% of the way through production there’s a scene change, everything goes back to the beginning, and lots of time, effort, and budget are wasted. Changes can greatly increase the price of a project, so if something seems off in the script or any of the boards, let the studio know! It saves you (the client) and us (the studio) a lot of grief (and budget) later.


Production starts with shooting. When shooting, it’s important to have adequate people and equipment, and to have already make a schedule (and then stick to it). Without the structure of a schedule, it’s easy for things to fall apart quickly on set. 

The most important part of this section of the process is to just get the footage necessary for the video. Get all the usable footage needed so that post-production will go smoothly (and avoid at all costs having to re-shoot). If pre-production was done properly, it should go fairly smoothly. However, be aware that something tends to go wrong at almost every video shoot. One of the camera batteries that sat on the charger overnight somehow doesn’t have a charge. Or the boom operator gets food poisoning from breakfast and has to leave after an hour. Or the person you’re shooting doesn’t remember their lines. Sometimes, it’s a problem to learn from and have solutions ready in the future (like back-up batteries). Sometimes, it’s someone’s fault (“Why didn’t you learn your lines, Karen?”). Sometimes, it’s just a freak thing that happens (a train that’s 4 miles long comes to a screeching halt in the background of your shot and stays there for twelve hours). You can’t possibly plan for every possibility, but being as prepared as humanly possible can hopefully take away the worst of these production disasters.


Post-production usually includes the editing process, color correcting, audio syncing, marketing, release, etc. These important steps tie everything about the video together into one cohesive vision. There are usually multiple cuts made, starting with an assembly cut. An assembly cut is basically the raw footage roughly cut to eliminate any obviously unusable footage (such as false starts, bad takes, dead air, etc.) Followed by that is a rough cut, in which the video is cut in a way to show what it should look like in the end, but with less finesse. It may not include things like graphics, sound effects, music, etc. But, if any changes need to be made, they can be made before the final cut. The final cut has everything edited down, corrected, the music and graphics have been added in, etc. The final cut should be the final video product ready for review before release. This last review is mainly for checking for misspelled words in copy (this is the most expensive time to want to make big changes). 

Finally, when the video is 100% completed, the files are released to the client, and may be posted online too (depending on the contract). At this point, the video is complete and ready to be revealed to the world. A little while after the release, the studio checks in with the client to see the video’s level of success, and try to see if there’s anything we can learn from the project. We call this the “success matrix,” and it’s a crucial step to ensure that we’re always doing our best and learning from any missteps, so we keep producing the best possible videos for our clients. 

Understanding the video production process can help both the studio and client work together in the most efficient way possible to give us the easiest path to success. It can seem daunting at first, but don’t worry! As a studio, we’ve done it countless times, and are here to help you through each step of the process and make it as painless as possible. In the end, it’s worth all the hard work to know you have an awesome video made just for you!

OTHER blogs

Check Out More Posts

Unveiling the Magic: A Deep Dive into Our 2D Animation (Motion Graphics) Video Services

This comprehensive guide will take you through the intricacies of our video production process, elucidate the impact of budget, timeline, and creative complexity, and shed light on our commitment to quality through our glitch-free guarantee.

Decoding Video Production Costs: Budget, Time, and Creative Output

In this article, we'll demystify the relationship between budget, time, and creative output in video production, emphasizing that creating a video is far from a simple, instantaneous feat.

Animation Review and Feedback: Streamlining the Process for Outstanding Results

In this comprehensive guide, we'll delve into the intricacies of reviewing and offering feedback on animations, with a focus on explainer videos, product demos, how-tos, and other business-oriented videos.

Navigating Storyboards: A Client's Guide to Understanding, Evaluating, and Providing Feedback

In this guide, we'll provide insight into understanding storyboards, their purpose, how to interpret the information they convey, and offer relevant feedback that streamlines the process.

Mastering DIY Video Scriptwriting: A Comprehensive Guide

This in-depth guide will walk you through the process of crafting an engaging video script, covering essential aspects such as precise timing, maintaining a logical flow, eliminating unnecessary content, infusing character, effectively targeting your audience, and crafting a compelling call to action.

Enhancing Your Social Media Videos with SRT Subtitle Files: A Comprehensive Guide

Subtitles make your content more inclusive, enabling viewers with hearing impairments or language barriers to enjoy your videos. In this guide, we'll walk you through the process of uploading SRT files with videos on major social media platforms and explore the perks of using SRT files to enhance your online videos.

Exploring the Power of CTV and Best Practices for Your Business

In today's digital age, Connected TV (CTV) has emerged as a powerful advertising medium, revolutionizing how businesses engage with their target audiences.

The Benefits of Video for Recruiting Top Talent

Recruiting top talent is essential for the success of any business, but it can be a challenge to stand out in a crowded job market. Video can help you differentiate your company and attract top talent.

How to Use Video to Improve Your Sales Process

Video can be a powerful tool for improving your sales process and closing more deals. It can be used at every stage of the sales funnel, from lead generation to closing the sale.

Using 3D Animation to Bring Your Product Demos to Life

3D animation can help you bring your product demos to life and make them more engaging and memorable. In this blog post, we will discuss the benefits of using 3D animation in your product demos.

How to Use Video in Your Email Marketing Campaigns

Video can help you cut through the noise and capture the attention of your subscribers. In this blog post, we will discuss how to use video in your email marketing campaigns.

The Role of Motion Graphics in Corporate Videos: A Guide for Businesses

Motion graphics can be used to explain complex concepts, add visual interest, and make your videos more engaging. In this blog post, we will discuss the role of motion graphics in corporate videos and how they can benefit your business.

The Dos and Don'ts of Creating Engaging Video Content for Social Media

In this blog post, we will discuss the dos and don'ts of creating engaging video content for social media.

The Benefits of Using VFX in Your Video Marketing Strategy

Visual effects, or VFX, are a powerful tool for enhancing your video marketing strategy. They can be used to create stunning visuals, enhance storytelling, and captivate your audience.

The Power of Explainer Videos for B2B Businesses

Explainer videos are a powerful tool for B2B businesses looking to educate their audience and drive conversions.

How to Create Effective Product Demos: Tips from Control Shift Video

Product demos are a powerful tool for showcasing your products and services to potential customers.

How Control Shift Video Can Help Your Business Create High-Quality Videos

In this blog post, we will discuss the importance of videography and how Control Shift Video can help your business create high-quality videos.

The Benefits of 3D Animation: Why Control Shift Video Is Your Go-To Studio

In this blog post, we will discuss the benefits of 3D animation and why Control Shift Video is your go-to studio for all your animation needs.