We’ve been looking to update the video on our homepage for quite some time now (see Xpenser home page for the current video). We wanted a new video that is compelling, interesting, short, but also clearly broadcasts what Xpenser does. We could have hired a firm to make an awesome video like this one, but we thought, what if we just made it ourselves? So we did. (None of us have any background in film).
As a team we sat down and did some storyboarding to lay out the foundation of the video. Then Gina, who has some experience in photography, used her DSLR Nikon D90 and iMovie to shoot and edit the entire video from beginning to where we are now (we’re almost done with the video!).
View of Downtown San Diego, where we shot our video, from Coronado Island. Image from Natalie Wong:

So from the perspective of a team that has no experience making film and zero budget, here are some thoughts from before and during the project that might provide some insight:
1. It’s harder than you think, so set a timeline accordingly. We gave ourselves 1 month (about 10 hours per week collectively spent on the project), but in my head at the time I thought we could do it in 2 weeks. I was wrong.
2. Storyboard and start a document (we just used Google Docs) with the exact scenes that need to be shot along with the actors, script, location, props needed. On top of that, give yourselves time to really think through the video about whether or not it makes sense. It helps to make clear to the whole team what the video is trying to accomplish so all of the ideas flow in the same direction. Are we trying to convert more individuals? More accounting folk? Do we want to show the administrator capabilities? We have a ton of cool features to show off in a video — but there’s just not enough time to show it all. So we focused, simplified, and re-focused on the crucial and most compelling features.
3. If it’s planned out correctly, you can shoot all the scenes in one day. A big chunk of the work is in editing and making sure the different scenes flow together, so if you can get all of the filming done in a day, the faster you can get to editing. We didn’t shoot it all in one day, but the extra filming days were because we wanted a different angle on a particular shot post-edit, which leads me to the next point…
4. On the day of the shoot, shoot each scene from different angles, even if you don’t think you’ll need it.
5. Shoot your scenes according to the document, except when you don’t. On the day of the shoot, we suddenly decided it would be a great idea to do a portion of the video at the airport — so we took a detour there and improvised a few scenes on the spot. This is creativity after all, so don’t confine it!
6. After you have all your scenes, it’s just editing. Well, not *just* editing, but A LOT of editing. We had one person do the editing (thanks Gina!) and I think it makes sense to have one person in control of all the editing. Gina would edit and we would give some feedback and restrain ourselves from looking over her back while she made edits (guilty). Once again, there’s a lot of creativity involved in this process, so just let your creative people roam free.
7. Get people who know nothing about your company to watch the video. This is something we could have done more of from beginning to end. After each edit and even if the video doesn’t look anywhere like a finished product, put it in front of new eyes. They’ll catch things you wouldn’t notice even if you put 40 more hours into editing.
8. Spend some time away from it. We did our best to go 4 full days without looking or thinking about the video. After the 4 day break, we were able to catch a few poor transitions and wording problems
9. On editing tools, Gina (who had zero video editing experience prior to this) mentioned that iMovie limited her ability to do some things and recommends Final Cut Pro. She mentioned a lot of trial and error / using Google to learn how to use iMovie (and why it’s limiting).
That’s it for now! We’ll be releasing our new video soon and there will be a much more detailed breakdown of the actual video with some tips and insights on lighting, angles, and transitions. Anybody have any thoughts on making video? Welcome feedback or thoughts!