Franchise Brands Should Know These Terms When Hiring a Film Crew
If you’re a franchise brand looking to hire a film crew, you’ve probably heard some industry jargon thrown around that can feel overwhelming. Understanding these key video production terms can help you better communicate your vision, ensuring the final product is authentic and speaks to the heart of your brand.
At the end of the day, your franchise’s story deserves to be told in a way that’s true to who you are, without relying on stock footage, cookie-cutter interviews, or — heaven forbid — Zoom videos. So, here are 10 video production terms you should know when hiring a film crew to make sure you’re getting the real deal.
1. Pre-Production
Think of pre-production as the “prep work” before the cameras even start rolling. This phase is all about planning — from scripting and storyboarding to location scouting and scheduling. It’s here that your brand’s story starts to take shape. You’ll be working closely with the crew to map out how everything will look and feel, ensuring the final video aligns with your goals.
2. B-Roll
B-roll is all about capturing those supplemental shots that give context and life to the main story. Imagine a franchisee talking about their experience — the B-roll would show them working in their store, interacting with customers, and managing their business. These are the authentic, unscripted moments that bring a video to life. Instead of relying on stiff interviews, B-roll lets your audience see what franchise life is really like. No stock footage here, just real, human stories.
3. Call Sheet
A call sheet is simply the daily game plan. It includes the shoot schedule, crew assignments, and locations, ensuring everyone is on the same page. As a franchise brand, you’ll receive this so you know exactly what’s happening and when. It keeps everything running smoothly so you can focus on showcasing the real story behind your brand.
4. Cinematography
Cinematography is where the magic happens. This is the art of capturing beautiful, compelling visuals — how the camera angles, lighting, and movement are used to create a certain feel. Great cinematography brings out the best in your story, making it not just look professional, but also deeply engaging. Whether it’s the way the sunlight filters through your franchise location or the natural interactions between staff and customers, this is where your story truly shines.
5. Storyboarding
Storyboarding is like creating a visual roadmap for your video. It’s a series of drawings or sketches that outline every shot in your video, helping you and the crew visualize how the story will unfold. Storyboarding is essential in making sure every unscripted moment and genuine interaction is planned out — but still feels natural and real.
6. Post-Production
Once the cameras stop rolling, post-production begins. This is the phase where the footage is edited, music and sound are added, and the final product is polished to perfection. It’s where everything comes together to tell a seamless, authentic story. For franchise brands, this is where your story becomes something that potential franchisees can connect with on an emotional level — seeing themselves in the narrative.
7. Color Grading
Color grading is about fine-tuning the color and tone of your video to enhance the mood. Whether you want bright, lively colors to reflect the energy of your franchise, or something more muted and calm, color grading can make that happen. It’s subtle but powerful — and it ensures your video looks as polished as it feels authentic.
8. Sound Design
Sound design involves everything from dialogue and background music to sound effects, all working together to create a rich audio experience. Poor sound can ruin even the best visuals, so it’s important to make sure your sound is as clear and professional as possible. No muffled Zoom audio here! Sound design helps capture the unscripted emotion in your franchisee stories, making them feel real and relatable.
9. Frame Rate
Frame rate refers to how many frames are captured per second, influencing the overall look of your video. Common frame rates are 24 frames per second for a more cinematic feel or 30 for a more TV-style look. The right frame rate can enhance your story by matching the tone you’re aiming for, whether it’s emotional and cinematic or fast-paced and energetic.
10. Cutaways
Cutaways are short clips that break away from the main action to show something else, like a different angle or a related visual. They help provide context and keep the viewer engaged. In franchise videos, cutaways could show your franchisee helping a customer or a quick snapshot of a team meeting. They’re those little moments that make a video feel more real and immersive — showcasing what’s really happening on the ground, without relying on stiff interviews.
Why Understanding These Terms Matters for Franchise Brands
At the end of the day, your video isn’t just another marketing piece — it’s a story that reflects who you are as a franchise brand. Knowing these video production terms can help you have clearer conversations with your film crew and make sure they’re capturing your brand authentically.
