Choosing a Corporate Video Company: Reels and a Test Shoot

Nine out of ten buyers start with a showreel, get moved by drone shots and scale, sign, and then discover the team specialises in city promos rather than industrial product films. The right question is not whether the work looks good, but whether it looks like the category you need.

1. Identify the Category First

Corporate films fall into three types. The brand film conveys character and scale, usually three to five minutes. The product film explains structure and process, built on macro shots and cutaways. The marketing film sells a single benefit in 15 to 60 seconds for paid distribution.

Capability requirements differ completely: brand films test direction and grading, product films test lighting and equipment, marketing films test scripting and pacing. If you are filming a production line, filter for teams with industrial experience. If you are recruiting distributors, look for interview and data-visualisation work.

2. Three Supplier Types

A threefold price difference rarely means a threefold quality difference. It usually reflects crew size, shooting days, lighting team, location rental and grading hours rather than the camera model.

3. Three Questions About the Reel

Is this film yours, and can you share the call sheet? Is the budget range close to mine? How many cuts did it take, and did the client change direction midway? Answers to these three reveal the real level quickly.

One overlooked check: has the team ever filmed real employees rather than models? Making non-actors look natural is far harder, and most corporate work involves exactly that.

4. Validate With One Test Shoot

Split the engagement. Pay a small fee for a 30-second test and check three things: whether the day follows the call sheet, whether footage is reviewable on site, and whether the first cut matches the intended pace. A successful test filters out most mismatches.

5. Four Contract Terms

Deliverables: main film, vertical cut, clean version, raw footage. Revision rounds: typically two to three, with an hourly rate beyond that. Schedule and penalties. Rights: music licensing and drone permits in particular. Leave any of these vague and each becomes a reason to invoice more later.

6. FAQ

What can 20,000 CNY buy? Usually one camera, one shooting day and one editor — enough for a one to two minute internal or product showcase film.

Should we write the script ourselves? Provide an asset list and the three points that must land, then let the production company draft. It is faster.

How do I know a quote is inflated? Ask for a breakdown by crew day and post-production hours. Quotes that cannot be broken down usually carry heavy margin.

Related

• See also: separate the two film types first
• See also: six cost lines and a comparison list

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