Is technical knowledge important when it comes to video production?

Posted by Liam Powell
Is technical knowledge important when it comes to video production?

You’re running a video campaign for a client, and you’re really looking to impress – so you assume that the supplier talking about their high-end equipment and amazing tech specs will be the best, most trusted supplier.

But is this always the case?

If you’re not a video professional, there’s a lot of smoke and mirrors, including technical jargon, that can make it difficult to know what you’re paying for. The technology is developing so quickly that it’s becoming very easy and quick to produce content. Camera equipment is so accessible now that it can’t be just technical knowledge that makes a client want to pay you. It’s all about having a great idea and executing it superbly.

If you have an amazing idea that you want to see across multiple media platforms, then simply knowing how to make it isn’t enough – you could shoot it in 8k, do a full 4k grade and master in a 2.35:1 ratio – and I’m sure it would look amazing… in the cinema. But then how does this video translate to IGTV? You shot it in a really wide aspect ratio and you’ve realised that it doesn’t translate well to vertical video.

A good video team will have the foresight to be able to shoot something in a way that is translatable, and that will work across every platform you might throw at them. A good team is adaptable, quick thinking and can produce great looking content that rolls with the demands of viewing trends. They can also devise projects that are easy enough to deliver across multiple platforms, and don’t have to add another three days to your editing time (and cost).

All the technical knowledge needs to be there, but it’s not enough. You should be looking for a video team that really knows what it’s doing behind the scenes. Anybody can rent some equipment, but not everybody can use it correctly and produce a great result.

At Trunk. we produced a series of videos for Ultimate Boxer that were delivered across YouTube (16:9 ratio), IGTV (9:16) and IG (1:1). We shot using a Red Epic W in 8k, along with a Sony FS5 in 4k. This setup was the ideal combination for these videos, as we had the resolution to be able to crop for different ratios, and the flexibility to shoot quickly and dynamically. We were also able to colour match two very different cameras, giving the video a very clean and consistent feel, all the while maintaining hundreds of graphical elements that were designed in a way that could be reproduced across several videos in various ratios.


This isn’t an easy task for any production team, but we prioritised viewer experience based around our technical knowledge. Our execution was made possible by technical understanding, and it was something we didn’t have to make the client aware of. All the client should need to worry about is the finished project.

Technical knowledge is important, as the team you’re trusting need to know the best way to execute the idea – but creativity, originality and project understanding will add more production value than any camera spec can.