Table of contents
The usual vendor selection process is: send a brief, collect quotes, watch showreels, pick the cheapest or the most familiar. That process skips the one thing that matters — whether the team can understand your business. Showreels always look good; they were made for someone else's business.
1. Four Documents to Request
| Document | What to look for | Red flag |
|---|---|---|
| Complete film, not a reel | Structure and pacing | 30-second montage only |
| Script or storyboard sample | Whether the business became pictures | Copy only, no shots |
| Shoot schedule | Days broken down by process | A single total duration |
| Delivery list | Output formats and revision rounds | "HD master" with no detail |
The storyboard carries the most information. A storyboard means the visuals were decided before the shoot. Copy alone usually means improvising on site.
2. Comparing Quotes
Ask for four blocks: planning, shooting, post-production, and other (voiceover, music, location, travel). Four lines tell you where the cost sits.
Two asymmetries appear often: planning presented as free while being cut to almost nothing, and shooting days left vague so extra days get billed later. Both become change orders at the end.
For factory or store shoots, ask whether a second visit is included. Weather, shutdowns and staff availability all force reshoots, and the cost needs agreeing upfront.
3. Three Questions to Ask
What should the audience remember from this film? A clear answer shows someone made trade-offs. "Everything" guarantees a flat film.
If the budget drops 30 percent, what do you cut? This reveals priorities and whether the core effect is protected.
Who owns the footage after delivery? Professional teams hand over raw material, or at least archive it for a defined period, so you can cut short versions later.
4. Length Changes the Production
Under 60 seconds, one core visual carries the film and every line must earn its place. Two to three minutes needs segments, each with its own small conclusion. Beyond five minutes needs a narrative spine or viewers leave in the middle.
Price differences between production companies come largely from length and shoot days, not camera models. The same camera for one day and three days differs in crew and location cost.
5. Four Acceptance Checks
Does the first five seconds deliver information rather than empty footage and music? Do narration and visuals correspond? Are captions accurate, with technical terms spelled correctly? Does delivery cover every aspect ratio the channels need?
Caption errors are the most commonly missed item and the most visible in formal settings. Have someone from the business watch the film once; they catch terminology.
6. FAQ
Do we need an in-person pitch? No. Ask each vendor for a three-page approach to the same brief, which is faster than a full proposal.
A much cheaper quote — should we take it? Check whether planning and voiceover are included. Cutting both usually means you supply the labour instead.
What if the shoot goes wrong? Put revision rounds and reshoot conditions in the contract rather than negotiating afterwards.
Related
- See also: matching film purpose to budget
- See also: confirming a script in three stages
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