Their title may not carry the type of recognition as “director” does, but they are certainly an essential part of a video production crew.

Image via: Noble Bison Productions

The importance of a production designer can often get overlooked in video production. Clients ask if it’s a necessary part of the proposal, and we tell them it’s one of the most crucial elements to create a video that looks and feels cohesive. Production designers can take a video from looking dull and drab and turn it into something dynamic and engaging to watch.

Today, we’ll discuss what a production designer does in commercial video production and how they directly affect the overall outcome of any video they are a part of. More recently, our Denver video production company, Noble Bison Production, has hired the talented Quinn Yawger to be the production designer for our shoots. She was the creative director on both of the projects we’re using as examples today. Let’s jump in.

What is a Production Designer in Video Production?

The production designer, also identified as a creative director, is the head of the art department. From the start, they work closely with the producer, director, and DP to understand the storyboard and intent of the video. Once they know the project in and out, it’s then their responsibility to work hand in hand with set designers, prop masters, hair + makeup artists, SFX artists, and more to visually bring this idea to life.

The rest of the team depends on the production designer to get all the visual details of the production just right—the details matter in particular when creating promotional videos because those details are what make videos engaging and emotional. And emotion is how to get prospective customers to recall a brand or take action.

Once the producers (etc.) choose the shoot location(s), the production designer usually walks the site(s) before the shoot to get an idea of the space and design elements they need. In some cases, the set may only need a couple of side tables and plants to give the video a warmer, more inviting feel. However, other video productions are sizeable enough that it’s more efficient to rent moving trucks to haul everything they need to the shoot locations.

Once they’ve acquired everything, like props and wardrobe pieces, their job still isn’t over. Production designers are there first thing on the actual shoot days, extremely busy balancing schedules and working with those under their direction to ensure every scene comes together as planned.

Branding with Set Design

Incorporating your brand’s colors, logos, and vibe throughout your video helps raise your company’s brand recall and awareness among viewers. The production designer is the person who selects and visually showcases your brand through props, clothing, and more.

For example, take the frames below from a commercial we shot. The brand’s colors are orange and blue, and their logo features an “X” symbol. Notice the different ways our production designer incorporated these elements into the scenes below:

Image via: Noble Bison Productions

Everything in this scene (above), from the furniture to the knick-knacks, was hand-selected and placed by the production designer and assistants. The actor is even wearing a sweater chosen explicitly for its orange stripes on the sleeves and waist. And, can you spot the Xs in the bookcase?

Image via: Noble Bison Productions

The production designer on this project also found a table with an X in its design for a different scene (shown above). The cinematographer shot this frame from a top-down point of view, revealing the X - see a BTS photo from another angle below. Also, notice the orange and blue office supplies on the table, emphasizing our client’s brand.

Image via: Noble Bison Productions

Creating an Atmosphere with Design Elements

The production designer is responsible for creating the atmosphere or mood within a video. The location, lighting, colors, textures, props, hair and makeup, and clothing help set the mood. The more immersive the atmosphere and air in a video, the more believable it becomes. You create real feelings (i.e., joy, desire, hope) for your viewers that they will remember. And as I noted earlier, the goal is for you to be memorable to your viewers.

Last year we shot a music video for a super rad song. However, we worked hard to create a video that supported the song’s eerie vibe and narrative, which started with the shoot location, a tattered, dark warehouse. Before the shoot days, our production designer visited the place and found a handful of props she pulled from the environment, like wooden pallets and a freaky, old-fashioned baby carriage.

Image via: Noble Bison Productions

The production designer also selected the silky red robe costumes (above) and concocted a sinister, edible black “goo” of the perfect consistency (below).

Image via: Noble Bison Productions

To close, as you can see, production designers manage many factors in a video production shoot that seemingly blend into the final video. But that’s what they’re there for and why they’re good at what they do. Whether you’re shooting a music video, short film, or brand video, they help create a cohesive story/scene that’s easy to watch. Their title may not carry the type of recognition as “director” does, but they are certainly an essential part of a video production crew.

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