As a brand with a history in the manufacture of savory, pastry and seafood products, Sulpasteis bet on the video format to highlight its legacy and the essence of what it does: quality products made from traditional recipes. Here are the five fundamental stages in the creative process for an institutional video.

Phase 1: Write a good script

More than what it sells, a brand is what it says. So, after we know what the purpose of the video is, who it is aimed at, and what message it should convey, it's time to put our ideas on paper.

A script can be more or less complex, but it should comprehensively describe the plot for our video. With a clear description of the story of our video, this is an essential tool for the stages that follow.

With Sulpasteis, this story was inspired by the company’s values, which focus heavily on a production process that respects traditional recipes.

With that in mind, we explored the parallel between an older lady who prepares her pastries at home and the large-scale production of Sulpasteis, along with moments of consumption that take customers back to their infancy.


Phase 2: Cinematography

The cinematography is essential to master the aesthetics of our video. Choosing filming locations, working with the production team to prepare the scenarios and directing the options made by camera operators, but also by video editors, are actions that are part of this important aspect of any institutional video.

Phase 3: It's storyboarding time

The storyboard is a fundamental technical element in the planning and production of an institutional video. This preview, made from illustrated squares with sketches or visual references, contains important details about each scene in our video. With this tool, everyone involved in the project knows in detail what is required of them and how each scene will be processed.


Phase 4: Production and Filming

In short, the production team will ensure that all conditions are met for the project to come to fruition. In the list of responsibilities, there’s the budget management to hire actors, staging, fulfilling requests from the director and filming team, among many other aspects.

Once all the aforementioned phases have been completed, the filming team can do its work, following the script and storyboard.

Phase 5: Editing and Post-Production

At this stage, the video editor has to materialize the editing of the video according to all previous decisions. Script and storyboard are crucial tools for the final result to live up to the expectations.

At this stage, significant changes or corrections are not ideal and may even reveal poor planning, but it’s always important to maintain some flexibility to implement good ideas that may arise during the editing process.


Good ideas come from good conversations!