Reference
Video Production
Glossary
Definitions of the most common video production terms — from A-roll and B-roll to post-production, color grading, motion graphics, and LMS delivery formats. Compiled by Top Pup Media, LLC, a full-service corporate video production company in Dallas-Fort Worth, Texas since 1995.
A-Roll
The primary footage in a video — the main on-camera subject speaking directly to camera or being interviewed. In a corporate interview video, the executive speaking on camera is the A-roll. It forms the structural backbone of the edit. Compare with B-roll.
Assembly Cut also: Rough Cut
The first complete edit of a video, assembled from all usable footage in roughly the intended order. An assembly cut establishes structure, pacing, and narrative flow but is not yet finished — graphics, color, music, and fine editing decisions come in subsequent passes. It is typically the first deliverable a client reviews.
Aspect Ratio
The proportional relationship between a video frame's width and height. Standard widescreen video uses a 16:9 aspect ratio (1920×1080 pixels). Square format (1:1) and vertical format (9:16) are used for social media platforms. Trade show and event displays may use custom aspect ratios depending on the screen configuration.
B-Roll
Supplemental or cutaway footage used to illustrate what a speaker is describing, provide visual variety, and cover edit points. In a corporate video, B-roll includes shots of employees at work, products being used, facilities, and environmental footage. B-roll quality is often what separates professional video from amateur production — it gives the editor material to work with and keeps the audience visually engaged.
Brand Film
A longer-form video (typically 2–5 minutes) that tells a company's story, communicates its values, and establishes its identity. Brand films are less focused on specific product features and more focused on building an emotional connection with an audience. They're commonly used on company websites, investor presentations, and recruitment campaigns.
Broadcast Spec Broadcast Specifications
The technical requirements a video must meet for television broadcast delivery — including codec, bit rate, frame rate, audio levels, color space, and closed caption formatting. Broadcast specs vary by network and market. Top Pup Media delivers broadcast-ready masters conforming to station or network requirements for clients running commercials on TV.
Case Study Video
A video documenting a client success story with measurable, verifiable results. Case study videos feature the client speaking on camera about the problem they faced, the solution implemented, and the specific outcomes achieved. They are among the most persuasive video formats in B2B marketing because they provide third-party evidence from a named, credible source. Compare with testimonial video.
Closed Captions CC
Text display of spoken audio content synchronized to video playback, designed primarily for accessibility. Closed captions can be turned on or off by the viewer, unlike open captions which are burned into the video. Required for ADA compliance in many corporate training contexts and for content on federal government platforms. Top Pup Media provides .SRT and .VTT caption files upon request.
Color Correction
The technical process of fixing exposure, white balance, and color accuracy so all footage in a project looks natural and consistent. Color correction happens before color grading. A well-corrected image has neutral, accurate color — correct flesh tones, a clean white point, and consistent exposure across all cuts.
Color Grading
The stylistic layer of color treatment applied after color correction, creating a mood, look, or visual signature for the finished video. Color grading choices — warm vs. cool tones, high vs. low contrast, desaturated vs. vivid color — significantly affect how a video feels emotionally. Professional corporate video receives both correction and grading in post-production.
Day Rate
The daily fee charged by a video production crew or freelance professional — director, cinematographer, sound mixer, or other crew member. Day rates vary by market, role, and experience level. In Dallas-Fort Worth, professional day rates for experienced crew typically range from $600 to $1,500+ per person depending on the role and equipment provided.
Deliverable
A specific finished output of a video production project — a completed video file in a defined format for a defined platform. A single production often creates multiple deliverables: a 2-minute web version, a 30-second social cut, a broadcast master, and an LMS-formatted training version. Deliverables should be defined at the project kickoff and included in the written estimate.
Explainer Video
A short animated or live-action video — typically 60 to 120 seconds — designed to explain a product, service, or complex idea clearly and engagingly. Explainer videos use simplified visuals, motion graphics, and voiceover to help audiences quickly understand what a company does and why it matters. They're most commonly placed on home pages, product pages, and in sales presentations. See Top Pup Media's explainer video production service.
H.264 / H.265 Video Codecs
H.264 (AVC) and H.265 (HEVC) are video compression standards used for web, streaming, and digital delivery. H.264 is the universal standard for web video — compatible with virtually every platform and device. H.265 delivers equivalent quality at roughly half the file size, but requires more processing power to decode. Top Pup Media delivers web-optimized MP4 files using H.264 for maximum compatibility.
Highlight Reel
A short edited compilation of the best moments from a longer event, production, or body of work. Event highlight reels are typically 2 to 4 minutes and are produced to capture the energy and key moments of a conference, product launch, or ceremony for post-event distribution on websites and social media.
IPO Roadshow Video
A short corporate film — typically 4 to 8 minutes — produced to support a company's initial public offering (IPO). It's shown to institutional investors during the roadshow presentation circuit, often before the live management pitch. The video must communicate the investment thesis with precision, project executive credibility, and withstand scrutiny from sophisticated financial audiences. See Top Pup Media's IPO roadshow video production service.
LMS Learning Management System
A software platform used to deliver, manage, and track employee training content. Major LMS platforms include Cornerstone OnDemand, Workday Learning, SAP SuccessFactors, TalentLMS, and Docebo. Training videos are uploaded to LMS platforms as MP4 files or SCORM packages. Top Pup Media delivers training video in LMS-compatible formats and can provide SCORM packages and closed captions upon request.
Lower Third
A graphic overlay placed in the lower portion of the video frame identifying an on-screen subject — typically their name and job title. The name comes from the graphic occupying roughly the lower third of the screen. Lower thirds are standard in corporate interview video, news broadcasts, and documentary productions. They establish credibility by clearly identifying who is speaking and why their perspective matters.
Motion Graphics
Animated graphic elements — text, icons, shapes, and data visualizations — used in video production to illustrate, label, and enhance the visual presentation of information. Motion graphics can be standalone (as in an animated explainer video) or layered over live-action footage. They're commonly used to animate statistics, explain diagrams, reinforce key messages, and brand the finished video. See Top Pup Media's 2D animation and motion graphics service.
Multi-Camera Production Multi-Cam
A production setup using two or more cameras simultaneously to capture different angles, sizes, and perspectives of the same scene or event. Multi-camera setups are standard for live events, interviews where multiple subjects are present, and productions requiring continuous coverage. They provide the editor with more choices and allow for a more dynamic finished edit.
Post-Production Post
The phase of video production that occurs after filming is complete. Post-production includes editing (assembling footage into a narrative structure), color correction and grading, adding graphics and lower thirds, voice over recording, music licensing, sound design, audio mixing, and final delivery. For a standard corporate video, post-production typically takes 2 to 4 weeks. See Top Pup Media's production process.
Pre-Production
The planning phase of a video project that occurs before any filming begins. Pre-production includes the discovery process (goals, audience, message), scriptwriting or interview question development, location scouting, talent selection, production scheduling, and creating the shot list. Strong pre-production is the single biggest determinant of a smooth, on-budget production. See Top Pup Media's production process.
ProRes
A high-quality Apple video codec used for broadcast masters, editing, and archival storage. ProRes files are significantly larger than H.264 but preserve much more image quality and are faster to edit. Top Pup Media delivers ProRes masters as the primary archival and broadcast deliverable for clients requiring broadcast-quality files.
Revision Round
A structured set of client feedback on a video cut, compiled into a single document or review session. Professional video production projects include a defined number of revision rounds — Top Pup Media includes two. Consolidating all feedback into a single round (rather than issuing notes piecemeal) keeps projects on schedule and prevents compounding changes that undermine the narrative.
SCORM Sharable Content Object Reference Model
A technical standard for packaging eLearning content — including training video — in a format compatible with LMS platforms. SCORM packages allow the LMS to track completion, quiz scores, and learner progress. Top Pup Media can provide SCORM-compatible packages for training video projects requiring LMS tracking capabilities.
Shot List
A pre-production document listing every shot planned for a production day — including shot type, subject, location, and any special equipment or setup required. A thorough shot list allows the crew to move efficiently through the day, ensures no planned shots are missed, and serves as the production plan for the director and cinematographer.
Testimonial Video
A video featuring a real customer speaking on camera about their experience with a company, product, or service. Named testimonials from real customers — particularly from credible, recognizable organizations — are among the most persuasive elements in B2B marketing. The credibility comes specifically from the identification: a named executive at a recognized company on camera carries more weight than any anonymous claim. Compare with case study video.
Voice Over V.O.
Narration recorded separately from filming and laid over video during post-production. Voice over is used in explainer videos, training videos, product demos, and corporate overviews where a narrator guides the viewer through the content. Professional voice over is recorded in a sound booth with broadcast-quality microphones and direction. Top Pup Media records and directs voice over in-house and works with a roster of professional voice talent.
White Balance
The camera setting that defines what "white" looks like under a given light source. Incorrect white balance produces footage with a blue, orange, or green color cast that requires correction in post. Professional cameras are white balanced on set for each lighting environment to produce accurate, neutral color — reducing post-production correction time and cost.
Work With Professionals
Ready to put these terms
to work for your project?
Top Pup Media has produced corporate video in Dallas-Fort Worth since 1995. Tell us what you need.
Get a Free Quote