If you’re part of a marketing team and planning a photo or video shoot — whether for a hotel, resort, or corporate brand — the production process can feel like a different language. I’ve seen it so many time in my work with Mott Visuals, our photography and video production company based in Vietnam. Even experienced marketers can feel overwhelmed when terms like call sheet, video village, or treatment start flying around and maybe you just sort of pretend you understand like the time I was on a shoot and I didn’t know what a funicular was so I just pretended like like I did until I had access to my phone to google it.
Here’s a straightforward, marketer-friendly guide to the terminology you’ll hear on set and throughout the entire production process. It’s important to note that not all of these things listed will be relevant to every shoot, it depends on budget, timing, and overall the creative brief. For example, a really low budget video shouldn’t expect a full video village, it might just be an extra monitor or looking at the screen of the photographer for approval.
Basic On-Set Terms
Call Sheet
Your daily game plan. It includes call times, contacts, weather, parking, wardrobe notes, and estimated wrap time. Expect a fresh one every day as it’s updated depending on what was and wasn’t finished that day.
Wrap Time
The time the crew officially finishes for the day.
Video Village
A viewing area where clients can watch the live video or photo feed in real time.
Tethering
Connecting the camera to a monitor or computer so images can be reviewed instantly. Great for approvals — but can slow things down on fast-paced shoots so you have decide as the client whether it’s a must or not. It’s good to have an honest conversation with the photographer or director about this ahead of time.
Pre-Production: Planning & Prep
Creative Brief
Your roadmap for the entire shoot — goals, brand guidelines, tone, and deliverables.
Treatment
My visual pitch to you. This covers mood, references, color direction, style, and the overall storytelling approach.
Storyboard
A simple visual layout showing how a video will flow from scene to scene.
Shot List
A detailed breakdown of what we’re capturing — from room categories to lifestyle moments and hero exteriors.
Casting
Selecting talent who fit your brand image, whether that’s real people, actors, or models.
Location Scout / Tech Scout
A pre-shoot visit to the location to check lighting, noise, styling, logistics, and feasibility.
Production Terms You’ll Hear on Set
Director / Photographer
Oversees the creative vision, directs talent, and ensures the story and visuals align with your brand.
DP (Director of Photography)
Handles lighting, camera movement, and overall visual tone — especially important for hotel imagery and corporate documentaries.
Gaffer
Head of lighting. Their work shapes skin tone, ambiance, and the emotional feel of the scene.
Grip
Works with the gaffer to shape and control light using equipment like stands, flags, and diffusion.
1st AC / Focus Puller
Keeps the shot tack-sharp and assists with lenses and camera setup.
Art Department / Production Designer
Handles props, styling, furniture, and color palettes to maintain visual consistency with your brand.
B-Roll
Supplementary footage that makes your story richer — details, movement, exteriors, hands working, etc.
