I've shot over 1,000 videos. That means I've seen every possible way someone can prepare for a shoot. And every possible way they can completely botch it.

The good news? Most of the disasters are preventable. The better news? You're about to read what actually works.

Here's my complete process for getting ready for a shoot that produces results instead of regret.

Start Here: The Pre-Production Conversation

Before we ever talk wardrobe or location, we have to know what the video is actually supposed to do.

This is where most people mess up. They say "We want a video about our business" and think that's enough direction. It's not.

The real questions are:

What's the goal? Are we trying to drive sales? Build credibility? Explain a service? Get applications? These all change how we shoot and what we prioritize.

Who's watching? A video for Instagram followers looks completely different than one designed to run in front of decision-makers at a conference.

What do you want them to do after? Call you? Share it? Sign up? Buy something? The hook, the message, and the call-to-action all depend on this.

How long does it have to be? A 15-second social clip is shot totally differently than a 3-minute brand film.

I usually spend 30 minutes to an hour on this before we talk about anything else. It saves everything that comes after.

The Script Question

Okay, here's my controversial take: most businesses don't need a word-for-word script.

They need an outline. A clear structure of what gets said, in what order, with the key points locked down.

Here's why: when I've worked with clients who come in with rigid scripts, people sound like robots. They're reading instead of speaking. The energy is flat.

When we have a solid outline—"We open with the problem, introduce ourselves as the solution, show proof with client results, then ask for the call"—people speak naturally. It sounds human. It converts better.

That said, some things need to be scripted:

Opening and closing. These are money. Write these word-for-word and practice them.

Specific numbers or stats. If you're claiming "We've helped 500+ businesses," that exact number needs to be said consistently.

Key phrases you want to sound like. If your brand voice has specific language, pin those down.

The call to action. People remember what they hear last. Make that count.

For everything else? Outline it. Practice it. Let people be themselves on camera.

Wardrobe: What Actually Works (And What Doesn't)

This matters way more than people think. I've had shoots where the video was great but someone wore something that distracted from everything else.

Avoid these:

Do these:

For corporate settings, I usually recommend business casual or one step up. For retail or service businesses, wear what your staff wears. Authenticity matters more than formality.

One more thing: bring a backup outfit. Not because I expect something to spill on you (though it happens), but because if we're shooting all day and want a different look for a different section, we can pivot without going home.

Location Prep

Where you shoot changes everything about how the video feels and performs.

Clear the space. Remove clutter from backgrounds. That pile of boxes behind you gets more attention than your face, I promise.

Check the lighting. Where's the natural light coming from? Are there harsh shadows? Fluorescent overhead lights make everyone look like a zombie. If that's all you've got, we'll work around it, but knowing ahead of time helps me prep the right gear.

Think about sound. Is there a water fountain running constantly? Ice machine? Busy street outside? HVAC system that sounds like a jet engine? Tell me before we start shooting. I can work around most things, but it's better to know.

Plan for power. Do you have accessible outlets for lighting and equipment? This matters more than you'd think.

Consider the background. Is it saying what you want to say? A video shot in a pristine office feels corporate. One shot on the floor of your workshop feels authentic. Both are fine—just be intentional.

For Found and Cherished Resale, we didn't shoot in a sterile studio. We shot in their actual store. That authenticity was huge. Customers saw the real place, the real energy, the actual inventory. That's why the videos converted so well.

The Week Before: Your Real Prep Work

Three days out: Confirm everything with me. Date, time, location, wardrobe, key talking points. This is when we catch miscommunications.

Two days out: Get a good night's sleep. I can't edit rest into your face. If you look exhausted, it shows.

Two days out: Review the outline or script. Not obsessively. Just enough that you're comfortable and not going in cold.

The day before: Another solid night's sleep. Stay hydrated. The day of, eat something decent but not heavy. You don't want your stomach gurgling during takes.

The day of: Arrive 15 minutes early. Your brain needs transition time. Don't show up rushed and expect to turn it on immediately for the camera.

Get hair and makeup done if that's normal for you. If it's not normal, don't do it. We want you, not a version of you that's trying too hard.

The Day Of: Timeline and Expectations

Here's what a typical shoot day actually looks like:

Arrival and setup (15–30 min). I'm getting lights right, checking audio, making sure we have what we need. You can relax, get comfortable, chat. This is not time to stress.

Tech check (10 min). Microphone on you, quick audio test, camera position, light check. We make sure everything's working.

A couple of warm-up takes (5–10 min). We're not rolling yet. You're just getting comfortable in front of the camera. You'll sound wooden at first. That's normal.

Rolling takes. This varies. Sometimes we nail it in 3 takes. Sometimes it takes 15. Don't put pressure on yourself. If you mess up, that's what we do again. That's literally the process.

Adjustments and different angles. Once we've got good audio of you speaking, we might move the camera, change the lighting, shoot close-ups or different backgrounds. Don't think this means the first take was bad. We're just getting options.

Total shoot time: 2–4 hours depending on complexity. Some shoots are 6–8 hours if we're doing multiple locations or interviews.

Breaks are built in. I'm not trying to tire you out. Fresh energy between segments makes a huge difference.

The Big Don'ts

Don't memorize everything. A script is a guide, not a prison. If you mess up a word but the take still sounds good, we probably use it.

Don't look at the camera if we haven't told you to. Most corporate videos want you talking to an imaginary person or looking thoughtful. Looking directly at the camera is usually weird unless the whole point is to break the fourth wall.

Don't rush. Slow down. You think you're going slow and normal speed feels leisurely. On camera, you actually want to pause longer than feels comfortable between thoughts.

Don't expect to sound or look exactly like you do in the mirror. Video compresses faces a certain way. Different lighting, different angles, different everything. It's okay. You'll probably like it.

Don't get frustrated if a take needs another try. I've worked with actors and businesspeople and pastors. Literally everyone needs more than one take. It's not you being bad at this. It's how the process works.

Don't wear sunglasses or hats indoors. I know this sounds obvious, but you'd be surprised.

Questions I'll Ask You During the Shoot

How are you feeling? Seriously. If you're uncomfortable, I'm noticing it on camera. If something's wrong with the lighting or sound, tell me.

Do you want to see that take? Some people do, some don't. I usually ask. Watching yourself helps you know if you want to adjust for the next one.

Are you thinking about what you're saying, or are you just saying it? If you're too far in your head, it shows. Sometimes I'll ask you to think about something that makes the message resonate emotionally. That's when real takes happen.

The Week After

You're done shooting, but the video isn't done yet. We're in post-production.

I'll send you updates, preliminary cuts, and places where I need specific approval or feedback. This is when you might say "Actually, could we trim that section?" or "Can we make that graphic more prominent?"

We usually build in 2–3 rounds of revisions. After that, additional changes come with additional cost because that's additional work.

The total timeline from shoot to final video is usually 2–4 weeks depending on complexity. Sometimes faster if it's urgent.

What You'll Actually Get

The Real Secret

The best shoots aren't the ones with the most expensive equipment or the most elaborate setups.

The best shoots are the ones where the person being filmed is relaxed, knows what they're supposed to say, feels supported by their team, and actually cares about the message.

I've made incredible videos in uncomfortable locations with mediocre lighting because the person in front of the camera was genuinely excited about what they were talking about. And I've made terrible videos with perfect lighting and ideal conditions because the person looked uncomfortable and disconnected.

Your job before the shoot? Get comfortable. Know your message. Care about the result. Everything else is my job.

Ready to shoot? Check out our services to see what we can create, or get in touch to talk about your project and get prepared the right way.

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