25 February 2019

Video and Film Production - A Jazzbones Jargon Buster

At Jazzbones we pride ourselves on being a multiskilled agency working on everything from traditional graphic design and print production to cutting-edge websites and digital marketing campaigns. But if there is one facet of our work that has grown exponentially in the last couple of years, it is film and video production.

That growth reflects what’s going on in the wider world of sales and marketing. Increasingly, video marketing is seen as the most effective way to reach target audiences of all types, whether that means using corporate videos, CGI films or vlogs (video blogs) posted on social media.


Fact. The average user spends 88% more time on a website that features video content. That telling stat alone should encourage you to consider adding video to your marketing if you haven’t already done so.

If you are new to the niceties of video production, one of the initial deterrents might be the dizzying array of terminology. So, without further ado, here are just a few of the terms you might come across in conversations about this trendsetting format.

Aspect Ratio

Aspect ratio refers to how the image appears on the screen based on how it was shot.

720p - (720 x 1280) - 720 is Standard HD (high definition)

1080p - (1080 x x1920) - 1080 is Full HD (high definition)

4K refers to one of two high definition resolutions: 3840 x 2160 pixels or 4096 x 2160 pixels. The other high definition resolutions in use are 720p and 1080i. - 4K is Ultra HD (high definition)

Film lighting

Getting the lighting right is crucial. A popular technique in film lighting is to use a soft (diffuse) light source from the front and a stronger, more directional light from the back, so that your subject has a hot edge. The soft frontal light is known as the fill light; the strong light at the back is known, unsurprisingly, as the backlight.

Video Stabilization

Gimbal stabilizers are used for all kinds of equipment from iPhones to drones. iPhone videography is becoming more popular with film recently. In fact, some full-length feature films have been filmed entirely with them. 

There are also programs that can reduce or remove camera shake. However, sometimes camera shake is intentional to add atmosphere and drama to a certain sequence or scene.

Frame Rate

Standard frame rate for film/TV is 25 frames per second (FPS)

However, animations tend to use 60 FPS. This puts a strain on render time but creates an ultra-smooth viewing that enables you to create slow motion effects.

The human eye can only pick up a maximum of 60 FPS. 


H.264 or MPEG-4 Part 10, Advanced Video Coding (MPEG-4 AVC) is a block-oriented motion-compensation-based video compression standard. It is one of the most commonly used formats for the recording, compression, and distribution of video content.

Lens Flares

Lens flare is when light is scattered or flared in a lens system, often in response to a bright light, potentially creating an undesirable effect within the image.

Lens flares are often created in post-production to create atmospheric and dynamic atmosphere. These are mainly used when things are created by CGI and are not filmed, so natural flares won’t happen, making it necessary to replicate in post editing. 

Colour Grading

There are pre-existing free LUTs (Look Up Tables) that are available online. Creating or using a LUT can enable a consistent colour grading to all your clips.

LUTs can be technical, creative (usually generated within software) or camera specific.

Sound Effects

Sound FX is extremely important. Music choice and sound effects are crucial to set the scene and help to portray whatever is being filmed, from interviews using background music to a playlist of music for a feature length film. 


Never neglect your B-roll. B-roll is supplementary or alternative footage to the A-roll which refers to the main footage. B-roll can be footage inserted as a cutaway to help tell the story.

Love it (we do!) or hate it (people with their fingers locked on the ‘skip ad’ button), video is now the most ubiquitous marketing tool. No matter how much you wish that ad would go away before you can watch Ed Sheeran’s brand-new music video or a vlog about a moderately talented, ginger-haired warbler from Suffolk becoming an RnB icon, video marketing is here to stay and presents enormous opportunities.

One of the great things about film and video is its diversity, something that is reflected in the range of potential budgets. Here at Jazzbones we have produced corporate videos with generous budgets for multinationals, but we have also delivered short videos for website ads and CGI animations at the kind of price local start-ups can afford without putting a major dent in their marketing budget.

Video is not only cost-effective, it is what your consumers want to see. It boosts sales, increases conversion rates, heightens brand awareness, and deepens customer engagement. Jazzbones Creative’s experienced video team can help you do all of the above and more, so why not contact us today about adding the contemporary medium par excellence to your marketing mix?

Contact us today to find out how we can help you.

Call us on 01793 847300 or email info@jazzbones.co.uk.

Keiren Spencer
Mid-weight Motion/Graphic Designer