Choosing a video production company is not always straightforward.
On the surface, many suppliers look similar. Showreels look polished. Language sounds confident. Everyone claims to understand your brief.
But there are some warning signs that tend to appear once a project is underway. These are not about budget or equipment. They are about judgement, priorities, and whether the production team understands that the video exists to serve your business, not their ego.
When the director turns up focused on themselves
Creative confidence is important. Self-indulgence is not.
If a director arrives on set more concerned with projecting a persona than understanding your objectives, that should give you pause.
Years ago, I worked on a medical training video where the director became frustrated and abruptly grabbed the camera from the cinematographer. His solution was to announce, with great conviction, that the shoot needed to go handheld. He justified it by referencing Stanley Kubrick.
The problem was not the camera movement. The problem was that the decision had nothing to do with the audience, the subject matter, or the purpose of the video.
Good directors make creative decisions in service of clarity. Not because they want to feel cinematic.
When the crew talks about the reel before the result
You may hear someone say, “this will be great for the reel.”
Occasionally, that can be harmless enthusiasm. More often, it signals a misalignment.
If excessive time is spent perfecting shots that do not materially improve the outcome for your audience, the priorities are wrong. The goal of the shoot should be effectiveness, not portfolio material.
A professional production team understands that their best marketing comes from results, not aesthetics in isolation.
When a company promises viral video
If a production company tells you they make “viral” videos, be cautious.
Virality is not a service. It is an outcome influenced by timing, distribution, relevance, and audience behaviour. Anyone guaranteeing it is oversimplifying the problem.
A more credible conversation focuses on message clarity, audience fit, and how the video will be used once it is finished.
When problems are deferred to post-production
The phrase “we’ll fix it in post” is one of the most common red flags on a shoot.
It usually means decisions were avoided during filming and responsibility has been pushed downstream. This increases risk, cost, and frustration.
Strong production teams solve problems early. They plan carefully, communicate clearly, and aim to get things right on the day.
What to look for instead
A good production company asks thoughtful questions. They are focused on your audience, your constraints, and how the video will be used.
They take the work seriously, without taking themselves too seriously.
Most importantly, they understand that their role is to make your job easier and your message clearer.
That mindset is far more important than wardrobe choices, references to famous directors, or cinematic ambition.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
