Video production terms explained: a glossary for brands

Production teams use a lot of shorthand. Knowing the common terms helps you follow the conversation, ask the right questions and give clearer feedback.

4K

A video resolution about four times sharper than Full HD (1080p). Useful for cropping and large screens.

Aspect ratio

The shape of the frame. 16:9 is horizontal (YouTube, TV); 9:16 is vertical (reels, stories); 1:1 is square.

B-roll

Extra footage that plays over speech or music, such as hands at work, the space or product details.

BTS (behind the scenes)

Footage of the making of something: your team at work, a shoot in progress.

Call sheet

The shoot-day schedule sent to everyone involved: who needs to be where, and when.

Colour grading

Adjusting the colours and tones of footage in the edit to create a consistent look and mood.

Concept note

A short document describing the idea for a video before the script is written.

Cut

A version of the edit. The rough cut is the first assembly; the final cut is the approved version.

Deliverables

The final files you receive: number of videos, lengths, formats and versions.

Director

The person responsible for the creative vision, who guides the cast and crew on set.

DOP (director of photography)

Also called the cinematographer. Responsible for camera work and lighting.

Frame rate

How many images per second a video records. 25 or 30 is standard; higher rates allow slow motion.

Gimbal

A handheld stabiliser that keeps a moving camera smooth.

Hook

The first one to three seconds of a social video, designed to stop people scrolling.

Lavalier (lav) mic

A small clip-on microphone worn on clothing, used for clear speech.

Line producer

The person who manages a production's budget, schedule and day-to-day logistics.

Mood board

A collection of reference images that shows the intended look and feel.

Post-production

Everything after the shoot: editing, colour grading, sound, music, graphics and captions.

Pre-production

Everything before the shoot: script, planning, casting, locations, crew and permissions.

Recce

A visit to a location before the shoot to check light, sound, space and access.

Revision round

One set of consolidated feedback and changes on an edit.

Rushes

The raw, unedited footage from a shoot.

Script

The written plan of what is said and shown in the video.

Shot list

A list of every shot to be filmed, used to plan and track the shoot.

Sound design

Adding and balancing sound effects, ambience and music in the edit.

Storyboard

A sequence of simple drawings or images showing each shot of the video.

Talent

The people who appear on camera: actors, models, presenters or real customers.

TVC

Television commercial: an ad made to broadcast standards.

Usage rights

Where, how and for how long you are allowed to use the video, music or talent's appearance.

Voiceover (VO)

Narration recorded separately and added over the visuals.

Wrap

The end of a shoot day or a whole production.

Questions