Producing a Demo Video

Michael Fitzer
March 2004

I can jump out of a speeding car, do a triple-twisted flip through the air and then land safely on my feet. What does this outlandish claim have to do with making a great video demo reel? More than you might think. Whether you're a hobbyist or a working pro, simply telling friends or potential paying clients that you know how to shoot and edit top-notch videos isn't enough. You've got to show them.

A demo reel (short for demonstration reel) is a tool used by film and video professionals to highlight their best work. Simply put, it's your calling card and a possible ticket to your next paying shoot. This article will help you determine whether you are in need of a demo reel and will outline some essential steps for building an effective demo to suit your needs.

Are you hoping to tap into the commercial, corporate or industrial video market? Do you want to build a successful wedding video business or do you simply want a compilation of some of your best work to show family and friends? All of these are perfectly good reasons for building a demo reel. Each requires a markedly different approach, however.

If you're compiling a reel of your best work to show family and friends, it's safe to say that just about anything goes. Producing a demo for the professional market is usually not any more technically challenging, but it is a bit more involved. It requires that you have some experience with or knowledge about the needs of the market you want to serve. For example, if you're looking to produce industrial videos, it doesn't mean you need to become an expert in the complexities of the mass production of widgets. It will work to your advantage when you provide examples of your ability to shoot visually interesting material in the confines of a warehouse or an industrial plant. It lets your future clients know that you're experienced working in that type of environment.

Although it helps to have a few professional productions to your credit, you can still make a big impression without them. I once worked with two guys who left their full-time jobs and formed a commercial production company. While they had produced a fair amount of work for past employers, they didn't have anything they felt comfortable calling their own. So they gathered a few friends, a bit of cash and, in three days, produced a 120-second video comprised of a loosely knit story line, some fantastic visuals and a catchy piece of music. That reel brought the company more than $100,000 of business in just one year. This approach may or may not be right for you, but the point is that if you lack a large body of professional work it shouldn't stop you from having a professional demo reel.

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