Stop Overcomplicating Video Production
Let’s get real for a second. You’re not in the business of making videos just to check a box. You’re doing it because you need to say something that matters—whether it’s to your employees, your stakeholders, or the public.
And if you're serious about that message, then you better be serious about who you work with. Because the wrong video partner isn’t just a waste of time and money. It’s a missed opportunity to connect, to lead, and to influence.
So let’s talk about how to find someone who actually gets what you're trying to do—and can help you do it right.
Know What You’re Trying to Say
Before you even think about sending out an RFP or jumping on a call with a production company, you need clarity. Real clarity.
What are you trying to achieve? Who is this for? Why should they care?
If you don’t have clear answers to those questions, no amount of fancy editing or cinematic shots will save you. The best video teams in the world can’t fix a muddy brief.
Take the time to sit down with your team and ask the hard questions. What problem are we solving? What action do we want people to take after watching? How do we want them to feel?
You’d be surprised how many big organisations skip this step and wonder why their video doesn’t land.
Your RFP Isn’t Just Paperwork
A lot of people treat the RFP like a chore. Like it’s just another hoop to jump through before they can get started.
Wrong.
Your RFP is your first chance to set the tone. To show that you know what you want. And to separate the pros from the posers.
Write it like you mean it. Be specific. Don’t just list deliverables—tell a story. Explain your mission. Show that you care.
Because the people reading it aren’t just looking for work. They’re deciding whether they want to work with you. And if your RFP feels lazy, guess what? You’ll get lazy responses.
Evaluation Is About More Than Numbers
Yes, scoring proposals is important. Yes, you should have criteria. But don’t get so caught up in ticking boxes that you miss the bigger picture.
Look for partners who get it. Who understand your audience. Who challenge your thinking. Who bring something to the table beyond “we’ve done this before.”
Experience matters. So does creativity. So does budget. But none of those things matter more than alignment. Do they see the world the way you do? Will they push back when you’re off track? Will they fight for your message?
That’s what separates a vendor from a true partner.
Talking Matters More Than Paper
Once you’ve read the proposals, it’s time to talk. And I mean really talk.
This is where you find out who’s just reading off a script and who actually wants to build something with you.
Invite shortlisted teams in. Ask them how they’d approach your project. Ask them what they’d do differently. Ask them what they’ve learned from past mistakes.
Pay attention to how they listen. Do they hear what you’re saying—or are they already planning their next pitch?
The best partners aren’t afraid to ask questions. They want to understand your goals, your challenges, your culture. They know that great work starts with trust.
Do Your Homework Before Signing Anything
Before you commit, dig deeper.
Talk to their past clients. Watch their previous work. Understand how they operate.
Who will be working on your project? What happens when things go sideways? How do they handle feedback?
This isn’t about distrust—it’s about due diligence. You wouldn’t hire someone without checking references. You shouldn’t choose a video partner without doing the same.
And don’t ignore red flags. If something feels off during the process, it probably is.
This Isn’t Just About Video
Choosing the right video production partner isn’t just about finding someone who can shoot and edit. It’s about finding someone who believes in what you’re trying to say.
Because when you get that right, something shifts. Your message lands harder. People pay attention. Things move.
It’s not about perfection. It’s about impact.
And in a world full of noise, that’s what makes the difference.
Great Work Starts With the Right Mindset
At the end of the day, this isn’t just procurement. It’s storytelling. It’s communication. It’s leadership.
So stop treating it like a transaction and start treating it like a partnership.
Be clear. Be bold. Be honest.
And find someone who shows up the same way.
