How Cost is Determined for a Video or Animation Project
You've decided you need an animation or video to communicate your message. But this is something you've never done and have no clue what it might cost.
We have clients apologizing all the time for having no idea what they should be budgeting for a video or animation. This is absolutely reasonable and we don't expect you to know. No need to apologize!
However, when we encounter such a client, we try to be out front and center --
It's not going cost less than a few hundred dollars.
Fortunately for Kohlitz, most clients do not seem to be shocked that a 3-minute animated video won't cost a few hundred dollars (most, but not all ) They may not know the particulars, but they can understand a lot must go into it. And yes, a lot there is.
Another important thing to make clear is that every project is unique, with different technical needs, complexity of style, customer expectations and more. As a result most quotes are:
Project based quotes
Sorry, but we cannot provide a rate sheet for a full, A to Z, video or animation production. (For shooting only, we can provide the industry standard half or full day rates.) However, as long as you're able to answer a number of questions, we can come up with a well-thought out quote for your custom project.
What is Considered When Coming up with a Quote for a Video or Animation Project
Standard Example
The first thing to do is break down the process into:
"Pre-Production," "Production," and "Post-Production," phases
Within each of these, we list the tasks we will need to complete the production unique to a client's needs. Most business video productions will look like the following:
Video Production
Pre-Production
- Planning and Project Management
- Scripting
Production
- Video shooting (half or full day? How many crew members needed? And how far to travel?
- Gear or studio rentals
Post-Production
- Editing
- Supporting animated graphics
- Stock music selection and licensing
- Stock footage selection and licensing
And most animations have these steps:
Animation Production
Pre-Production
- Planning and Project Management
- Professional voiceover talent audition
- Scripting
- Storyboarding
- Concept Art
Production
- Content creation/illustration
- 2D Animation
Post-Production
- Recording professional voiceover talent
- Stock music and sound effects selection and licensing
- Stock footage selection and licensing
We then estimate how much time will be spent on each task and then with those hours, calculate the total cost by our preferred rate.
More Complex Projects
The above examples are standard but are also pretty bare bone productions. Items that can add a lot to the cost are what we call, "Bells and whistles." These are typically extras that will certainly enhance the story and make it more high-end, but not strictly necessary. Examples are professional actors, drone footage and 3D animations.
Another way cost can get added on is if we're being inefficient. For example, say we had to shoot subject A one day, and subject B a week later. That is two separate shoot days. It's far more efficient and therefore cost effective, if we can shoot our interviews with both A and B the same day at the same place. So extra shoot days and locations will add to the cost as well as situations that require additional crew. For instance, if you are trying to capture as much footage as you can in a limited window of time, then two videographers will capture not only twice as much footage, but more angles, and more chances of getting great shots.
The last thing that needs to be clear is:
The start-up cost will always be high.
If you're unfortunately sticker shocked by a quote we have provided, even for a bare-bones project, shaving off 30-seconds from your desired length of a 1-minute video, will not halve the cost. We'll still have to do all the upfront work no matter the length. It will reduce the cost some but not in ratio to its length of time. In other words:
A $5,000 5-minute video is not priced at $1,000 per minute.
If a quote is a bit out of reach, talk to us! We can always let you know what options are available to you for a slight reduction in cost. First, we'll suggest removing any of the "bells-and-whistles" discussed above. Then we'll ask what is a budget you can work with. Lastly, we'll advise on how we can produce an efficient production within your budget, if possible. It doesn't hurt to ask!
Learn more about you can control costs on your video production by reading our blog on topic, "When it Comes to Video Production, Efficiency = Cost Savings"