How I can quickly tell if a project will be cheap or expensive to produce

Written By Mattias Andersson

The most common misconception i get, is that a simple idea will be cheap to produce. (It’s only one scene, how can it be so expensive? ) However, if you're looking to produce more cost-effectively, the first thing to determine is whether your film is fiction or non-fiction.

Fiction vs. Non-Fiction in Commercial Films

Before delving into the details, it's essential to differentiate between fiction and non-fiction in film production:

  • Fiction: Here, the storyline or characters are made up, like most movies or TV dramas.

  • Non-Fiction: Real individuals portray themselves, like in documentaries. Even if some elements, such as settings, are enhanced, they remain grounded in reality.

  • Non-Fiction/Fiction Mix: A mix of fiction and reality, this method especially shines when the client possesses standout products or features, such as cars, vehicles, facilities, or talents.

In fiction, every detail within a frame is deliberate and even a seemingly simple scene demands attention to detail.This necessitates extensive pre-production and larger teams on set to handle every aspect, as you're essentially building a specific world or environment for the story. This world includes set design, actors, precise camera movements, and specific lighting setups. In contrast, in non-fiction, even though meticulous planning and research are vital, the narrative usually unfolds in pre-existing settings with individuals who, even if enhanced, represent themselves. This approach usually allows for smaller teams and results in savings in both time and costs.

Intrinsically, non-fiction projects tend to foster closer collaboration among the agency, production company, and client since they involve the client at a production level. This engagement effectively turns the venture into a co-production, with the client, potentially sourcing locations, products or talent. It not only imbues the narrative with an underlying tone of authenticity but also creates a collaborative team feeling that ends up making the entire production more cost-effective.

Let's compare three commercials

Let's compare three commercials, focusing on crew sizes and the content produced, all with a similar budget: a fictional one for Enklare, a non-fictional one titled "Min Väg" for The Swedish Armed Forces, and another for The Swedish Armed Forces titled "Ridsport" that blends fiction and non-fiction.

Here's a breakdown of crew sizes and output for each shoot:

Fiction - Enklare

Every frame in this commercial is meticulously planned – from colors and clothing to camera movements. Each element was created or sourced specifically for this film.
Smart planning with animated previs required,
a crew of 14 people, Which is still an efficient crew size.

Non Fiction - Swe Armed Forces

Even with the detailed planning that went into theses four films, the final product in this example is an authentic portrayal of a girl behaving naturally. Since the client already had the essential 'set design' and lead talent, the entire production was much more cost-efficient.
The team consisted of just two people.

Fiction/Non Fiction - Swe Armed Forces

My favorite genre, which I believe is the future, is a mix of fiction and reality, integrating real-life elements from client resources. This method shines when the client has standout products or elements, like cars, vehicles, or in this instance, a horse, stable, and talented rider. While we could have rented a stable and hired a professional rider, it would have been more expensive and therefore restricted our number of shooting days. More shooting days often translate to more footage, which can enhance the final film's quality. Using the client's rider, horse, and stable not only saved costs but added genuine authenticity to the film. It adds value knowing the key elements are directly associated with the client.
The team consisted of six people.

End note

We haven't discussed AI, but as of now, I believe AI's first victim will be generic creativity. Typical scenes of attractive young people sipping Coca-Cola on the beach might lose their appeal as such scenarios become more readily produced via AI-generated content. There's a heightened need for authenticity and humanity in content. Real people portraying versions of themselves will likely retain their charm. I believe that productions rooted in non-fiction or a 'Fiction/Non-Fiction Mix' will remain an effective way to stay creative and engaging. When done collaboratively with the client, they become even more cost-effective.

Onward,
Mattias Andersson, Director & Photographer

Mattias Andersson https://www.anderssonmattias.com
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