What Goes Into Making a Video Ad?

Planning video ad campaigns might sound big and unfamiliar, especially when it lands on your to-do list for the first time. Maybe your boss sent you a quick message asking for a “short promo” or someone suggested, offhand, that the team should “put something on video for LinkedIn.” It sounds simple until you realize you don’t have a clue where to start. That’s normal. Most people haven’t made a video before, let alone a full ad.

The good news is, it doesn’t have to be complicated. A solid plan and a bit of prep go a long way. Before anyone starts setting up lights or turning on cameras, it helps to get clear about the steps involved. Whether your company is in Los Angeles or working remotely, a well-made video ad can speak volumes. And when you know what goes into it, the whole thing feels a lot less stressful.

Planning Before the Camera Rolls

Before anything gets filmed, take time to think through the main idea. Why are you making this video at all? Do you want to welcome new hires, highlight something your business just launched, or show client stories? The goal will shape the rest of the project.

Next, think about who this video will speak to. Are you creating something for new clients, people inside your company, or partners you work with often? Knowing your audience helps decide how formal, friendly, or informative the tone should be. It also helps with practical things like where it will be posted and what size or shape works best.

Then decide how long the video should be. Short clips get attention on social media, while longer ones might be better for presentations or welcome messages. Thinking this through ahead of time lets you stay focused. This way, you avoid wasted filming time and extra edits later.

Headshot Ninja offers planning calls and email support to help you walk through these early choices before any gear is set up.

Writing the Script and Mapping the Shots

Yes, even short videos need a script. It doesn't have to be word-for-word, but knowing what will be said and who’s saying it helps everything run smoother. Without this step, it’s easy to miss a key point or wander off topic halfway through filming.

Once that’s set, work on a shot list. This is just a plan for what parts of the video will be filmed and in what order. Knowing where people will stand, what they’ll be talking about, and what else will appear in the frame gives your crew clear direction and saves time.

Tone and voice matter here too. If your company is casual, keep the script relaxed. If your brand speaks more formally, keep things focused and calm. Viewers will notice if the tone feels off. It helps to read the script out loud to check how it sounds.

Setting Up the Space and Preparing Your People

Filming location makes a big difference. Look for quiet areas without too much background noise. Natural light can help, but professional lighting goes a long way to make people look their best. Avoid spaces where the light hits from above or behind—those tend to cast harsh shadows or make faces too dark.

Now think about the people who will be on camera. Many aren’t used to it, and that can make them nervous. Walking them through the schedule, showing them what to wear, and answering questions early helps everyone feel more at ease. Keep outfits simple and avoid big logos or busy patterns. Solid colors usually work best.

Make sure you communicate what will happen on shoot day. Will people need to introduce themselves? Is there movement involved? Will there be someone asking questions or giving scripts to read? Fewer surprises mean fewer nerves.

Shoots with Headshot Ninja include simple wardrobe suggestions, clear arrival instructions, and even a warm-up activity to help team members relax before the cameras start recording.

Filming Day: How to Keep It Easy and Stress-Free

Once the shoot starts, one thing becomes clear: the less you’re juggling, the better. That’s why preparation matters. A good crew handles lighting, audio, camera angles, and directing. You don’t need to manage every detail on your own.

If someone seems nervous in front of the camera, help them settle in. Starting with a few no-pressure warmup lines can ease tension. We like to play a short game or go through a practice run, just to help people forget about the camera for a minute. It’s amazing how much that helps.

Let people know they don’t have to get everything perfect on the first try. Many videos are built from a few takes. Give them pointers, encourage a natural voice, and remind them they’re not alone. A relaxed speaker is almost always more effective than a perfectly worded one.

Editing and Final Delivery

Filming might feel like the main event, but editing finishes the story. This part pulls everything together with the right pace, visuals, and sound. Even small choices—like background music or text on screen—can change how a video feels. Clean cuts and polished transitions can make the final result easier to watch and remember.

A good team will share a rough version of the video first. That’s your chance to check what works, what needs adjusting, and what might be missing. Be clear with your feedback. If something feels off, say so. Small changes are easier to handle before the next version is locked in.

Make sure the video is exported in the right formats. If it’s going on Instagram, it needs a different size than something shown in a Zoom meeting. Ask about landscape, vertical, or square versions so you have what you need from the start.

Final video files can often be delivered within three days after you select approved footage on your end, so projects can move quickly even under deadline.

Start Strong, End Confident

Planning video ad campaigns gets easier once you know the parts that matter. Being clear on your goal, prepping your script, and giving your people the right support all keep the shoot running smooth. When everyone knows what their part is, the stress melts away.

A good video ad doesn’t need to feel fancy or awkward. When each step is thought through, the results come through clearly. With the right direction and a little encouragement, your message turns into something your whole team can be proud of. And who knows—it might even be pretty fun to film too.

When you're planning video ad campaigns and want ideas for how strong visuals connect with real people in real settings, take a look at the moments we’ve captured at Daring Ninja Photographer to see the kind of storytelling that makes content feel true.