Chicago’s got two things in abundance: deep-dish pizza and video production companies. One will leave you full, the other might just drain your marketing budget if you’re not careful. Just because someone owns a camera and can spell “cinematography” doesn’t mean they’re the right creative partner for your brand. 

What you really need is a crew that understands what makes your story worth watching. And in a city packed with filmmakers and “we-do-it-all” shops, figuring out who actually gets it is where the real work begins. 

So, how do you cut through the reels and get to the real deal? That’s exactly what we’re exploring.  

How to Choose the Right Video Production Company In Chicago 

Whether you’re creating a bold brand film, a product demo, or something completely out of the box, the right partner can make or break it. 

So before you dive headfirst into someone’s flashy portfolio, take a step back. These 13 tips will help you choose a Chicago video production team that complements your marketing efforts. 

1. Ask for Full Project Case Studies

A flashy reel shows you the best bits, edited to a soundtrack, with all the awkward moments cropped out. But you’re not just hiring someone to make things look good. 

You’re trusting them to carry a creative vision from kickoff to final cut, through the client brief, script rewrites, shoot days, post-production chaos, and last-minute feedback loops.

That’s why you want context. Ask for full project case studies. See the before and after. What was the client’s problem? What was the goal? How did the production team adapt when things got messy (because they always do)? 

This is where you separate the storytellers from the button-pushers. If they can walk you through real decisions and real results, they’re probably the real deal.

2. Audit Their Local Awareness

Local awareness goes way beyond knowing where to rent gear or how to dodge traffic on Lower Wacker. You want a crew that gets the city’s rhythm, including its neighborhoods, cultures, quirks, even its weather tantrums. 

Why does this matter? Whether you’re filming in Pilsen or Fulton Market, the tone, lighting, crowd control, and even permits can change drastically. 

A team with boots-on-the-ground experience in Chicago takes your story to the next level with nuance only locals know. 

Ask where they’ve shot, who they’ve worked with locally, and how they adapt to the city’s chaos. If they blank at “L-train noise,” they’re not your people.

Take Nike’s “You Can’t Stop Us” ad, for example. Even though it’s not Chicago-specific, it demonstrates how location and culture are interwoven to build an emotional connection. 

So, ask your production company: Can you capture the soul of our city the way this ad captures its global communities? 

3. Do a Lightning Test, Especially If You’re a Product-Based Brand

A premium item shot in flat, lifeless lighting looks like a knockoff. On the flip side, the right lighting setup can make even a minimalist object feel high-end. 

So if you’re a product-based brand, see how they use light. Better yet, request a lighting test. A solid production company won’t flinch. They’ll welcome the chance to show how they handle shadows, reflections, texture, and color. 

Why? Because lighting shapes how your product is felt on screen. If they can’t light your product well, no amount of editing magic will save it. 

Ideally, look for teams that treat lighting like an art form.

4. Check for In-House vs Outsourced Talent

Here’s a question most people forget to ask: Who’s actually doing the work? 

Some companies wow you with their pitch deck, then quietly hand off the project to freelancers you’ll never meet. That’s not always a bad thing, but it can mean less control, more delays, and a game of telephone between your feedback and the final cut. 

In-house teams, on the other hand, tend to communicate better and own the project from start to finish. It’s about accountability. When everyone’s under one roof (or Slack channel), you’re less likely to hear, “We’ll check with our editor,” and more likely to get, “We’ll fix that now.” 

So ask upfront: Who’s shooting, who’s editing, who’s directing? This, of course, isn’t about being nosy but making sure your vision isn’t lost in the handoff. 

Brands like Apple and LEGO often document their creative process in-house. Check out LEGO’s behind-the-scenes content. They show how their animation and design come together under one roof. 

Use this to ask your vendor: Do you own your workflow, or are you piecing it together through freelancers? 

5. Review Their Niche Fluency 

Not every video crew can speak your brand’s language, and that matters. A team that’s brilliant at filming indie music videos might flop when asked to shoot a sleek SaaS product demo. 

If they don’t understand your industry or your customer’s pain points, the final product might look great, but say absolutely nothing. Therefore, niche fluency makes a difference. 

Have they worked with brands like yours before? Do they get the difference between B2B and B2C storytelling? Can they talk KPIs and customer journeys without blank stares? 

Review their past work and pay attention to how they talk about your goals. Because if they can’t translate your vision into a format your audience cares about, no amount of visual quality will save it.

6. Find Out If They’re Good With “Client Brain Freeze” Moments

Let’s be real: at some point, you’re going to blank out. Mid-meeting. Mid-decision. 

You’ll forget what you wanted, second-guess your script, or suddenly hate your own branding. Great video production teams know this. In fact, they expect it. 

That’s why you want to work with people who stay calm when your brain doesn’t. The kind who gently guide you back to clarity without making you feel dumb or rushed.

 Do they help you rethink instead of just moving on? Do they ask the right questions when you’re stuck? Or do they hit pause and wait for you to “figure it out”? 

The best teams are part-creative, part-therapist. They know that behind every frozen client is a brand trying to get it right, and they’re here to help you do just that.

7. Watch How They Communicate Early On

The early emails and calls tell you everything. Before a single frame is shot, before the gear’s unpacked or the storyboard’s built, you’ll get your first glimpse of how this team actually works, just by how they communicate. 

Are they responsive? Do they ask smart questions? Do they  listen when you talk about your brand, or are they just waiting for their turn to pitch? 

You want a team that challenges, collaborates, and genuinely cares about nailing your message. If the first few conversations feel vague or oddly scripted... trust that instinct. 

Because if they can’t show up clearly and confidently before the cameras roll, things probably won’t magically improve once the pressure’s on. Good communication is the whole foundation!

8. Check If They Offer Story-First Strategy 

Good visuals are easy. A decent editor with a drone can make anything look epic. 

But if there’s no story driving it? You’re just watching pretty pixels. That’s why you need to know if your video production partner builds from the story first. 

Do they ask about your audience, your message, and your end goal? Or do they jump straight into camera specs and color grades? 

A story-first team will reverse-engineer every creative decision from your narrative. They’ll talk about emotional beats, brand tone, pacing, and why the message matters before they even mention the lens. Because let’s face it, no one remembers the lighting setup. They remember the feeling. 

If they don’t lead with a story, the video might look good… but it won’t land.

9. Watch How They Handle Budget Conversations

Talking money shouldn’t feel like walking into a used car lot. 

If a production company dodges the budget convo, gives you vague “ballpark” estimates, or drops a massive quote without showing their math, consider it a red flag. 

The right team will treat the budget as a creative boundary. They’ll ask about your range early, explain where the money goes, and show you how to get the most impact without blowing the bank. Transparency matters. 

If they’re awkward or overly salesy when the money talk starts, imagine how they’ll act when revisions roll in. A pro will talk dollars like they talk story: clearly and with your best interests in mind.

10. Ask to See Behind-the-Scenes Process Videos 

A glossy finished video only tells half the story. Want to know how a production company really operates? Ask to see the messy middle - the behind-the-scenes. 

Get to know what happens on set when the lighting goes sideways or the client throws in a surprise revision (you know it’s coming). 

You’ll get a feel for how they treat their crew, respect your time, and adapt to real-world hiccups. Plus, it reveals if they’re organized storytellers or just winging it with nice gear. 

Also, if they don’t have any BTS footage? That’s not a red flag, but it is your cue to dig deeper before signing that contract.

Apple often releases BTS videos revealing camera rigs, direction, and location setup. Take that as an example and ask your video production company to show you how they work behind the camera. 

11. Gauge Their Comfort With Feedback Loops

You’re entering a creative relationship by hiring a video production company. And feedback is part of the deal. The good ones know that rounds of revision are part of making something great. 

So pay attention to how they talk about feedback. Do they welcome it or quietly wince when you mention “round two”? Are they flexible or defensive? Can they take a note without turning it into a debate? 

The best teams have systems for gathering feedback and enough emotional maturity to know it’s not something personal. 

12. Look at Their Editing Rhythm & Pacing

Great editing has rhythm. It breathes when it needs to. It builds when the story calls for it. And it knows exactly when to pause, punch, or pull back. 

So when you’re reviewing their past work, listen for the pacing. Does it flow like a conversation or feel like a slideshow in overdrive? Do their cuts serve the story, or are they just flexing transitions for showreel clout? 

A team with a strong editing rhythm knows when to let a moment linger and when to snap it into motion. That instinct separates good editors from great storytellers. 

13.  Know How They Handle Last Minute Chaos

Something will go sideways. A key prop goes missing. The client changes the script the night before. The weather shifts unexpectedly. How does your production team handle those moments? That’s the real test!

Ask them directly: What’s the biggest curveball they’ve handled on set? How did they pivot? Listen for specifics, not vague “we’re super flexible” answers. 

The best crews have backup plans and the ability to keep the mood steady even when the timeline isn’t. Because when it’s crunch time, you need someone who makes Plan D look like it was always Plan A.

Ever seen National Geographic footage with tight turnarounds? You’ll often see last-minute gear swaps, rewrites, and unexpected lightning fixes, all handled calmly. Ideally, you’ll want that level of preparedness from your video production company. 

Your Brand’s Not Boring. Your Video Shouldn’t Be Either!

In a city like Chicago, you’re spoiled for choice. But having options doesn’t mean the decision’s easy. The right video production partner knows when to dial things up, when to zoom in, and when to get out of the way and let the story breathe. 

Look past the sizzle and find the substance. Ask about their process. Ask how they deal with the pressure. And most of all, watch how they treat you when you’re not quite sure what you want yet.

If you’re after a crew that thrives in high-stakes shoots, thinks three steps ahead, and still makes the process feel easy? INDIRAP is built for that. 

Book a free, no-obligation Discovery Call today to create something bold and unskippable.