Who Does What in Your Video Production?

The Director of Commercial and Partnerships is often involved before a project is fully defined.

Their role is to understand your broader communication challenge, not just the immediate production request. What does the content need to achieve? Who is the audience? Where will it be used? What value should it create for your organisation?

This is why we like to get involved early and often.

We encourage you to bring us your problems, not just your projects. Sometimes the right solution is a single video. Sometimes it is a suite of assets. Sometimes it is an evergreen content solution that can work across multiple campaigns, channels or audiences.

Where possible, we look for one investment to create many deliverables. That might include a hero video, social cutdowns, internal versions, event content, thumbnails, stills, captions or platform-specific outputs.

The goal is to make sure the project is useful, strategic and commercially sensible from the start.

Creative strategists help shape the treatment, concept and content approach.

Their role is to connect your objective with your audience’s needs. They consider what the audience needs to understand, what will hold their attention, what message needs to land and how the content can support engagement, retention and return on investment.

This is especially valuable when a project involves complex information, sensitive subject matter or multiple stakeholders.

A creative strategist may help define the central message, recommend the right format, structure a content series, develop a campaign idea or identify how one production can generate multiple useful outputs.

Their role is to make sure the project has a clear creative rationale before production begins.

Once a project is approved, the producer becomes your main point of contact.

The producer keeps the project organised from start to finish. They manage the timeline, coordinate the team, clarify deliverables, arrange meetings, track feedback, manage approvals and make sure everyone understands what is needed and when.

Where possible, we assign producers who specialise in the relevant content type. A live action shoot, animation, training series, digital activation and social campaign all require different planning.

The producer will usually begin with a kickoff meeting to confirm the brief, objectives, deliverables, stakeholders, timelines, review points and any practical requirements.

For you, the producer is the person who makes the project feel manageable. They keep communication clear, decisions visible and the production moving.

The Creative Director oversees the creative quality of the production.

Their role is to make sure the work remains aligned with the agreed direction, your objectives, your audience and your brand. They may be involved in treatments, scripts, design, storyboards, edit reviews, animation reviews and final quality control.

A production can involve many specialists, but the finished piece needs to feel unified.

The Creative Director helps ensure that the tone, style, pacing, message, visuals and finish all work together. They also provide an additional layer of creative accountability, making sure decisions are made with the whole project in mind.

For you, this means someone is looking across the complete creative outcome, not just the individual tasks.

Scriptwriters turn the brief, strategy and subject matter into clear, usable content.

This may include voiceover, interview questions, narration, dialogue, presenter scripts, titles, supers or on-screen text.

For complex or sensitive projects, the writer’s role is especially important. They help balance accuracy with clarity, working with you, the production team and subject matter experts to ensure the message is correct, accessible and easy to follow.

This is often critical for training, government, healthcare, education, internal communications, technical content or stakeholder-led projects.

The writer helps make sure the content says what it needs to say without becoming dense or overwhelming.

Designers establish the visual language of the project.

They may create style frames, look and feel options, typography, colour palettes, title treatments, graphic systems, illustration styles, interface elements or assets for animation and motion graphics.

Style frames are often used to give you a clear sense of the visual direction before the project moves further into production. They help confirm the look and feel early, which makes later decisions easier.

For animation, design may define the entire visual world.

For live action, design still plays a major role. Most live-action videos include titles, lower thirds, captions, transitions, diagrams, infographics, or motion graphics.

The designer’s role is not just to make the content look polished. It is to make sure the visual treatment supports the message and strengthens the final piece.

For live action projects, the director leads the creative execution on set.

The director works with talent, interviewees, crew and the producer to make sure the right footage is captured. They guide performance, tone, pacing, framing and the overall direction of the shoot.

If the project involves interviews, the director helps guide the conversation so the responses are natural, useful and aligned with the final story.

If the project involves scripted pieces to camera, the director works with talent to achieve a clear and confident delivery.

The cinematographer, or Director of Photography, is responsible for the visual capture. They work with the director on lighting, framing, camera movement, lenses and the overall look of the footage.

Depending on the shoot, the crew may also include camera operators, sound recordists, lighting assistants, production assistants, makeup artists, stylists or other specialists.

Their job is to make sure the shoot runs smoothly and the footage is captured to a professional standard.

Animators bring approved designs, storyboards and assets to life.

They create the movement, rhythm, timing and visual flow of the piece. This may include character animation, motion graphics, kinetic typography, diagrams, transitions, product visualisation or abstract visual systems.

Good animation is not simply movement. It helps guide the viewer’s attention, reveal information clearly and make complex ideas easier to understand. Animators work closely with designers, producers and the Creative Director to make sure the movement supports the message and remains consistent with the approved visual direction.

For complex content, animation can be especially useful because it can show processes, simplify systems or explain ideas that are difficult to film.

The editor shapes the final story.

For live action projects, the editor reviews the footage, selects the strongest material and splices it into a clear, engaging sequence. They build the structure, pacing, transitions, interview flow, music, sound, titles and visual rhythm.

The editor also helps make the content feel polished and complete. Depending on the project, the edit may include sound effects, music selection, colour correction, colour grading, captions, motion graphics, cutdowns and different versions for different platforms.

Editing is where the audience experience is finally shaped. The editor works closely with the producer, director and creative team to make sure the finished piece reflects the brief and achieves its purpose.

Some projects need additional expertise.

This may include technical leads, developers, accessibility consultants, immersive media specialists, AR specialists, AI specialists, digital producers, sound designers, composers, colourists or implementation partners. These roles are especially important for augmented reality, digital activations, interactive experiences, platform-specific delivery, accessibility requirements, AI-assisted workflows or technical subject matter.

Not every project needs every specialist. The team is built around the requirements of the work, so the workflow suits the project rather than forcing every project through the same model.

Your stakeholders are also an important part of the team.

They may provide brand guidance, technical information, compliance feedback, approvals, audience insight or subject matter expertise.

For projects with multiple departments, sensitive content or complex approval pathways, we may recommend workshops to align stakeholders early.

These sessions help clarify the message, identify risks and make sure the right people are involved before production decisions are too advanced.

This is particularly useful for content involving internal change, training, community engagement, healthcare, education, government, legal review or technical subject matter.

The aim is to make collaboration easier and prevent confusion later.