CHAPTER 4Production Techniques



You can’t assume that you can take a 30-second ad and make it fit everything; put it at the end of something, put it on YouTube, get it in a banner or create a website around it. Content must be translatable and it has to be conceived to translate. Shooting with multiplatforms in mind and repurposing it for mobile, web, cinema, banners, is what companies are working toward.

—David Rolfe, Senior Vice President, DDB Chicago

The production techniques that video crew members employ vary greatly from person to person, company to company, and country to country. The goal of this chapter is to review the most common production techniques in order to broadly prepare you for the television industry.

Key Terms

Camera ...

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