Video Production & Marketing Glossary
Empowering Michigan businesses with the language of professional storytelling. Your comprehensive resource for corporate and industrial video terms.
Navigating the world of professional video can feel like learning a new language. At 3rd Street Films, we believe in transparent storytelling—which starts with clear communication. We’ve compiled this Video Production & Marketing Glossary to answer the most frequently asked questions our Michigan corporate and industrial clients have about the filmmaking process. Whether you’re curious about technical specs or marketing strategy, these definitions will help you feel confident from pre-production to the final cut.
A-Roll
The primary footage of a project typically consisting of interviews or a “talking head.” In a corporate video, A-roll is the backbone of your message, providing the narrative that the rest of the visuals support.
Aspect Ratio
The proportional relationship between a video’s width and height. While 16:9 is the standard for widescreen monitors and TV, we often optimize for 9:16 (vertical) for mobile-first social media campaigns on LinkedIn or Instagram.
B-Roll
Supplemental or alternative footage intercut with the main shot. For industrial clients, this is often the “action” footage—showing your machinery, facility, or team in motion—to add visual interest and context to the narrative.
Brand Anthem
A high-level video designed to communicate a company’s mission, values, and “heartbeat.” Unlike a product demo, an anthem focuses on the emotional connection between the brand and its audience.
Call to Action (CTA)
A clear instruction given to the viewer at the end of a video, such as “Schedule a Demo” or “Visit our Rochester Hills showroom.” A strong CTA is what transforms a viewer into a lead.
Case Study Video
A deep-dive video that goes beyond a simple testimonial to highlight a specific problem, the solution provided, and the measurable results achieved. Case study videos are essential for B2B and manufacturing firms because they provide “proof of concept,” showing prospective clients exactly how your expertise solves real-world challenges.
Color Grading
The creative process of adjusting the colors of a video to achieve a specific “look” or mood. We use grading to ensure your corporate video feels cinematic and matches your brand’s visual identity.
Compression
The process of reducing a video file size so it loads quickly on your website. High-quality compression ensures your site stays fast (crucial for SEO) without sacrificing visual clarity.
Depth of Field
The distance between the nearest and farthest objects that appear in focus. A “shallow” depth of field creates a blurred background, which helps focus the viewer’s eye on the speaker during executive interviews.
Direct-to-Camera
A style where the subject speaks directly into the lens. This creates a sense of intimacy and trust, making it a powerful tool for CEO messages or internal training videos.
Documentary Style Interview
A style of filming where the subject looks slightly to the side of the camera lens to speak with an interviewer. This is the most common format for brand stories and corporate documentaries because it creates a natural, conversational tone. It allows the viewer to feel like they are “listening in” on a professional conversation, which builds trust and authenticity.
Explainer Video
A short, engaging video used to simplify complex business concepts or products. These are highly effective for Michigan manufacturing and tech firms looking to explain technical processes quickly.
Frame Rate (fps)
The number of individual images displayed per second. We typically shoot at 24fps for a “cinematic” look or 60fps if we plan to create smooth slow-motion shots of industrial machinery.
Gaffer
The head of the electrical and lighting department on a film set. Proper lighting (managed by a gaffer) is what separates professional corporate video from a basic “home movie” look.
Gimbal
A handheld camera stabilizer that allows for smooth, cinematic movement. We use gimbals to “fly” through your office or factory floor, giving the viewer a dynamic tour without any camera shake.
Hook
The first 3–5 seconds of a video designed to grab attention. In the age of short attention spans, a strong hook is essential for keeping viewers engaged through the entire message.
Jump Cut
An edit where two sequential shots of the same subject are taken from camera positions that vary only slightly. While once considered a mistake, it’s now a popular stylistic choice for fast-paced social media content.
Key Light
The primary light source used on a subject. In a professional interview setup, the key light is positioned to create dimension and flattering shadows on the face.
Lavalier “Lav” Mic
A small, clip-on microphone used to capture crisp, clear dialogue. Professional audio is 50% of the viewing experience; we use “Lavs” to ensure your message is heard without background noise.
Lower Thirds
The text overlays that appear in the bottom section of the screen, usually displaying a person’s name and job title. These provide essential context for corporate interviews.
Master Shot
A continuous take of an entire scene from a wide angle. It serves as a safety net during editing, ensuring we always have a clear view of the action to cut back to.
Motion Graphics
Animated digital footage that creates the illusion of motion. We use these to animate your logo or to visualize data and statistics that would be difficult to show with standard filming.
Pacing
The rhythm and speed of a video’s edits. Proper pacing ensures that a video feels energetic and keeps the viewer’s interest from the first frame to the last.
Pre-Production
The planning phase of a project, including scriptwriting, storyboarding, and location scouting.
Raw Footage
The unedited, “straight out of the camera” files. While bulky and flat-looking, this is the high-quality data we use to craft your final, polished story.
Resolution (4K vs 1080p)
The number of pixels that make up the video image. We shoot in 4K (Ultra High Definition) to ensure your brand looks sharp on the latest screens and is “future-proofed” for years to face.
Rough Cut
The first version of an edited video. This is the stage where the client reviews the overall structure and narrative before fine-tuning the colors and sound.
Shotgun Mic
A highly directional microphone that must be pointed directly at its target sound source for proper recording. We use shotgun mics in our Michigan industrial and corporate shoots to “reject” distracting background noise—like humming machinery or office chatter—and focus purely on the speaker’s voice.
Social Proof (Video)
Content that shows others using and enjoying your product, such as customer testimonials. This is one of the most effective tools for building trust in the B2B space.
Storyboard
A series of sketches or images representing the shots planned for a video. This visual roadmap ensures that both the client and the production team are aligned on the vision before the cameras roll.
Talking Head
A common term for an interview-style shot where a person speaks directly to the camera or an off-camera interviewer. It is the core of most corporate storytelling.
Teleprompter
A display device that prompts the person speaking with an electronic visual text of a speech or script. Using a teleprompter allows our clients to maintain direct eye contact with the camera lens, creating a more natural and authoritative connection with the viewer while ensuring every technical detail of the script is delivered perfectly.
Testimonial (Video)
A video featuring a client or customer praising a company’s products or services. In the corporate world, these serve as powerful “Social Proof.” By capturing a genuine, human story of success on film, we help Michigan businesses build immediate trust and credibility with potential leads in a way that written reviews cannot.
Voiceover (VO)
piece of narration in a video where the speaker is not seen on screen. This is ideal for instructional videos or brand anthems where the visuals take center stage.
White Balance
The process of removing unrealistic color casts so that objects which appear white in person are rendered white in your video. This ensures skin tones and product colors look natural.
Confused by the jargon but ready for the results?
From testimonials to brand anthems, we handle the technical details so you can focus on your business.