At McFarland Productions, we believe that every story deserves to be told with intention. From the first conversation with a client to the final edit, our goal is to capture moments that authentically represent the people, places, and messages we are highlighting. Achieving this requires more than just showing up with cameras and lights. It requires careful planning, thoughtful preparation, and an intentional approach to every shot.
One of the ways we bring intention to our work is through detailed storyboarding. A storyboard is more than a visual outline of the shoot. It includes descriptions of each shot, ambient audio, potential voiceovers, and guidance for models or participants. By mapping out these elements ahead of time, both the client and our team have a clear vision of the story we are aiming to tell. Storyboarding helps us anticipate challenges, identify opportunities, and ensure that every shot contributes meaningfully to the narrative.
Planning also extends to shot selection and camera angles. Before we arrive on set, we consider how each frame will communicate the story visually. Which angles best highlight the subject? How can lighting and composition enhance the mood or message? By thinking through these details in advance, we approach every scene with purpose rather than capturing footage at random. Even when the unexpected happens, such as a change in location, an unforeseen moment with a subject, or weather that shifts our plans, our intentional preparation allows us to adapt while keeping the story on track.
Shooting with intention also means being mindful of pacing, transitions, and storytelling flow. Each scene, each cut, and each moment captured on camera contributes to the overall experience for the audience. By planning carefully, we create a cohesive story that engages viewers from start to finish. Our intention is not just to document events, but to highlight the elements that matter most. This could be a client’s passion, a team’s dedication, or the unique details that make a location come alive on screen.
At McFarland Productions, we know that even with careful planning, the best moments often emerge spontaneously. A client might share a story in the moment. A model might deliver an unplanned reaction. The environment might provide a visual that we had not anticipated. Shooting with intention does not mean eliminating flexibility. Instead, it provides a foundation that allows us to recognize and incorporate those unexpected moments in a way that enhances the story rather than disrupting it.
Ultimately, shooting with intention is about respect for the story, for the client, and for the audience. By combining thoughtful storyboarding, mapped-out shots, and purposeful creative decisions, we are able to craft visuals that resonate, moments that feel authentic, and narratives that truly represent the people and messages we are portraying.
When you work with McFarland Productions, you are partnering with a team that approaches every project with clarity, focus, and intention. We do more than capture footage. We tell stories with purpose, care, and attention to every detail that matters.
Disclaimer: While we carefully plan each project through storyboarding and shot mapping, shoots are dynamic by nature. Schedules, locations, and creative elements may change on the day of production to ensure the story is captured in the most authentic and effective way possible. You can read more about that here.
