Case Studies

Producing Video On The Gold Coast


I absolutely love living on the Gold Coast. I love that within a short 15 minute drive I could be surfing at one of the many legendary surf spots or hiking in the beautiful Gold Coast hinterland, chasing waterfalls or being mesmerised by breathtaking mountains.


Owning a video production company on the Gold Coast also brings lots of unique benefits you wouldn’t typically find in other Australian cities like Brisbane, Melbourne or Sydney. The Gold Coast is a city of new beginnings with one in five workers owning their own businesses according to More Gold Coast. This has given us at Pendula the opportunity to work and help develop many new start ups in a variety of different industries, including Tech, Medical, Fitness and more.



The absolute best thing about running a video production company on the Gold Coast, In my opinion, is the no shortage of amazing locations to film or photograph. Whether its filming the waves crashing against the rocks at snapper, the wide open mountain ranges of Springbrook, the city scape from Burleigh hill or Elephant Rock at Currumbin.



Video Production can take you to places you thought you’d never get to see and Pendula has been fortunate enough to Film and photograph in Sydney, Melbourne, Los Angeles, New York, British Virgin Islands, Brisbane, Auckland and more! But there’s still no place like home. It’s the landscape diversity and entrepreneurial spirit that keeps me coming back for more.


 Check out some of the beautiful locations (including the Gold Coast) we’ve filmed in our 2016 Showreel.
Case Studies, Video Production

The Power Of Video

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Video has fast become the go to platform to develop cutting edge and authentic marketing campaigns online. Moreover, much of the power of video stems from how hard wired it is to our individual social media landscapes and personal communication devices. There is simply no denying the huge potential online and social media reach a quality video truly has.

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Pendula explain the power of video in this blog post. This will help you harness the power of video for your Gold Coast Business. Contact Pendula today.

It’s not just our opinion either. A recent body of research from VidYard suggests video is one of the most effective marketing mediums online. Equiped with such research, businesses, industry experts and even individuals with a message to tell are dedicating a larger portion of their marketing budgets to developing high impact online videos. And in 2017, you should be doing exactly the same.

Richard Tiland of New Evolution Video suggests that “video is beyond entertainment” and goes on to say that “it has become a critical component in business, politics, communication, social media and even in music.” Tiland concludes that “the power of video is the ability to effectively share beliefs and impact audiences from the comfort” of ones own surrounds [, June 2014].

Diode Digital discovered that 60% of site visitors will watch a video if available and Forrest Research found that a website is 50 times more likely to appear on the first page of a search engine’s results page if it includes a video [, Oct 2015].  Yes, that was their findings, video could boost your sites google ranking 50 fold.

Furthermore, according to Cisco [, Feb 2016], “online video accounts for 50% of mobile traffic, and is predicted to become 75% by the end of 2016.”  This means that video can penetrate your potential customers while they are on the move, and isn’t only effective when they are in front of a computer screen.

We believe in the power of video and it’s clearly become the final frontier of content marketing. And this isn’t just because we love to create it for our clients, rather, it’s because we understand that you can communicate so much to your audience in such a short amount of time through a quality video. Much more than lines of great copy on your webpage, video helps your customers visualise themselves engaging with you, your brand, product or the amazing services you offer, and this is why video is incredibly powerful.  It paints a mental picture and casts a vision before any decision process has even begun.

By linking video to social media landscapes, it can also engage with potential customers who may not have ever known you or your business existed prior to coming across your video on their social feed. You see, video is actually a catalyst that kickstarts the buying process and connects emotionally with audiences, so much more so than your website or cold calling ever will.

We’ve spent the last 2 years educating and delivering high end and engaging content that our clients have used as powerful selling tools that have boosted market reach and driven up sales. We believe it’s the only way to market your business in 2017 and beyond!

Leave us a comment below if you think so too, we’d love to hear from you.  Or get in touch today to discuss how you can harness the power of video for your business.

Gear, Video Production

Our Run And Gun Video Production Gear

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Every production studio needs a solid “run and gun” setup including all the right video production gear.  This is what we use for events where you are shooting video for long periods of time, basic interviews and even some higher production level stuff where tight budgets are a factor.  In this post i’ll be outlining the video production gear we use for majority of these types of productions, so stay tuned.



More often than not we use Canon DSLR’s and at times we push the boundaries of what’s possible by using piggyback firmware upgrades available from Magic Lantern.  Our go to run and gun video production gear workhorse is a Canon 5D Mark III.  What more can we say about this camera, it is beautiful.  For a DSLR it has a super solid image and for all but long form interviews it really performs exceptionally well.  Matched to some Canon L series glass and it’s hard to beat this camera for ease of use, form factor (especially nice for events) and cinema like image quality.  It is not without limitations, yet even on some bigger projects, with the right lighting, we have found it to really stand out from the rest.


The other camera in our video production gear run and gun kit that has been a real workhorse is the Canon 5D Mk II.  We often say about this camera, after I resurrected it from taking a quick dip in a river once, that the water must have done something to the sensor as the image on this old girl is absolutely stunning.  Yes it’s a little noisier in the blacks, generally has some moire in certain situations and has much more pronounced rolling shutter than the 5D Mk III. And it’s also a little harder to shoot with in dark scenarios, but honestly, there are so few that would pick the difference between this and the image of the Mk III, we even find it hard to notice ourselves sometimes.



We generally change between two different lenses on run and gun type shoots.  The ‘nifty fifty’ Canon 50mm 1.8f and the Tamron 70-200 f2.8.  Throw in an L series 17-40 f4 for all those wider shots and we consider this enough glass for just about any run and gun type scenario. We use vari ND filters and have stepper rings on all our lenses to suit the same size of vari ND threads.  This simplifies the process when switching out lenses and changing over the ND filter.  We have a stack more lenses in our kit for other shooting scenarios but would not leave home for an event without the three mentioned above.






We love our Benro S4 Monopod.  It’s really awesome.  We couldn’t do what we do on a run and gun setup without it.  It allows for great control of shots with fluid pan and tilt ability and an adjustable base to shoot off, it’s a must have item for budding event and short form story videographers.  For more interview style, story based productions, we use a Benro S8 tripod setup.  I can’t emphasise enough what a good tripod setup with a quality and stable fluid head can do for your production quality.  We love all our Benro gear.



Memory Cards

We pretty much exclusively use Leaxar CF cards and we have a 32GB Sandisk SD for the 5d mk iii.  We’ve had great success with the Lexar CF’s, have pushed them hard with ML RAW and never had one die on us yet. The size of the cards we use are some 32 and 64 GB and we often use ML RAW so we shoot that on Lexar 1066x.  These can shoot continuous 14 bit RAW on the 5D Mk iii (with Magic Lantern set to full HD and some settings tweaks) and close to it on the 5D Mk ii.



What are we adding next?


The next addition to this kit will be the 1D x Mk ii.  It shoots native 4K in camera and shoots 1080p up to a super slow 120 fps.  This is what we are saving for and we can’t wait till it becomes part of our “run and gun” arsenal.

Thank you so much for stopping by, and if you got this far, why not leave us a comment about your run and gun setup below?


How To's

How Much Does It Cost To Produce A Video?

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Simply asking “how much does it cost to produce a video?” is a bit like asking, how long is a piece of string and often our answer, “well, it depends” is insufficient. However, seen as we get asked this question so many times from friends, colleagues and our clients alike, what a fitting way to start this blog by outlining our approach to understanding video production cost. If you’re in the creative production industry or you’ve stumbled upon this post wanting to know what you should be charging, with the following steps, you’ll be better equipped to answer that old chestnut of “how much?” and hopefully avoid any nasty surprises along the way.

Likewise, if you’re here looking into having video produced for your company to boost your brand reach and drive up sales, our hope is that this post brings insights into how a production studio develops their overall pricing model to establish their base video production cost.


1. Know your worth

It’s vital that you know what you are worth and how much you are willing to work for per hour.  It’s great to produce work, but if you need a certain amount each hour to make sure you can pay the rent and cultivate a life outside of creating content, then you need to put a fair and reasonable price on your time.  My guide, even if you are just starting out, is; aim to price your hourly rate out at double the amount that you want to have left over in your pocket at the end of the day.  Even with a small startup, you will already have a camera, editing software, computer and a home office setup and all of that costs you money.  You need to consider tax for your region and country and you need to make sure you are putting aside some money for a rainy day.

As an example, if you know you want to pay yourself $20 per hour, your charge out to cover all of the above might be closer to $40 per hour.  If you know you want to pay yourself $40 per hour, your charge out would be closer to $80.  It may seem like a lot of markup, but you will quickly start sinking if you are not able to put aside a good portion of your business income to meet your financial obligations as a freelancer and have a little left over to help build your business.

2. Know how long it is going to take

When I started out producing video content, I didn’t have a good handle on the time it would take me to complete a given task.  That was to be expected as it’s really only once you get a number of jobs under your belt, that you begin to understand the actual video production cost and exactly how long things really take.  That said, however, it’s not enough to just make up a number in your head. You have to plan, to the best of your ability, the time it is going to take you to conceptualise, script, storybaord/shotlist, shoot, backup footage, edit, choose music, colour grade, master audio, export, upload, review, apply review changes and deliver the final film.

I start with figuring out a basic concept, and then thinking through the main shots, or A roll as we call it, that I’ll need to bring my concept to life.  Then I think of all the secondary shots, the B roll, that will be shot to support the overall concept.  This process happens after we have met with a prospective client, so we have all the information we need to make informed decisions about concept and delivery obligations.  I usually draft up a base concept outline and shot list before I go back to the client with a short brief and film treatment.  Keep in mind, with new prospects, all of this work is done absolutely free, which is why you have to include the “cost of sale” time in your business overheads and why your hourly charge out rate should be around double your take home pay, as I explained earlier.  Once the client has seen, read or heard the concept, I then collaborate with them to ensure they are happy with the final concept and shot ideas and only then I can have a firm idea on the time it will take to produce the content required.

Once the shoot is mapped out, anywhere from 1 day to a week and beyond, I think through the amount of time it will take to backup, sort, and clean up all the footage.  This is before you even get to editing stage.  The editing stage can also be difficult to figure out when just starting out, but over time you will get more efficient and you will begin to know how long it will take.  In my early years, I underestimated the time it would take to give the final draft edit a full colour grade.  Now days, with much more proficiency in Davinci Resolve, I am a lot better at estimating the time it will take me to colour grade.  But I would say in the beginning you almost need to factor in as much to colour grading as you do to editing time.

3. Know your clients expectations

This is perhaps the most difficult to navigate in pricing up a job. In the early days, I had a lack of confidence talking face to face with my clients about their investment in video and in my company. This meant our pricing often suffered at the hands of the inevitable squeeze.  What I mean by that is, some clients will squeeze you down on price, right from the outset, and why should they pay more than they have to for your services, right?  The issue was, I was too busy stressing over how much I was going to charge them, rather than proving value in what I was offering them, and believing in my own expertise.  Another problem is, I was often getting my initial communication wrong.  Instead of projecting the value of video in a crowded digital landscape and communicating how video is “THE game changer and you best get on board with it”, what I was saying is, “I need you and my company needs your business” or “please give me your business, it’ll be great for us to work with you.” After 10 years in engineering you’d think I would have learnt how to better position myself, my company and my services, yet only after about a year in freelance creative, did I realise that I needed to make sure my prospective clients completely understood the value of what I was offering them and allow their expectation to be solely formed on that basis alone.

4. Know how to start the budget conversation early.

I used to dread it in the beginning, but I knew instinctively that I needed to raise the question in order to not be stabbing in the dark with our initial video production cost.  Some clients are open and honest about their budget expectations and others have been a completely closed book.  To be totally upfront and if any future clients are reading this, it is so much better for us when our clients share their thoughts around price and express their video production cost expectations.  The reason is that some clients have a perception that video is cheap and that they are only expected to pay for unskilled work.  For those types of clients, the budget conversation is a perfect time to help them understand how hard you’ve had to work to get to where you are today, and also give them insights into what video will do for them.

It helps to have case studies at the ready, to prove value to the client and show them what their “investment” in video (not their “cost” to produce video) is worth to their overall bottom line.  For clients who have the finances and have thought about marketing the video after it is produced, the budget conversation is relatively pain free.  A couple of times in meetings I’ve broached the budget subject and have been given a figure and all I needed to say in response was, “Great, I think we can manage with that.”  Those are great days, when you are on the same page and ready to work together from the outset.  Other times I have clients tell me that “money is not a problem” only to have them completely MIA after submitting our final investment proposal.  I would advise to use caution if a client mentions money more than once in a meeting.  From my experience, this has often meant that money is a problem and they’ll likely balk at any price point you offer.

5. Know how to justify each item in your final pricing

This is something that helps when questions are often raised about video production cost and your specific pricing.  This generally happens when the client is not familiar with all the technical aspects of video production.  It is for this very reason, we provide a complete breakdown of what we offer in a line by line investment outline as part of our concept proposals. This ensures that there are no hidden costs and there is full transparency with what we are charging and why we need to charge for it.  If there is ever a question raised about any line items, we can explain and prove value on every front.  We can also re-assure our clients that everything is listed and there will be no hidden costs if they proceed with us on the video production.  Although the price may be high in the mind of the client at first, they generally feel at ease when they understand the time and costs associated with the complete investment breakdown.  We’ve found that this empowers them to weigh up all their options and make clear decisions about moving ahead with the production.

We don’t convert on every proposal we prepare, but you might be surprised to know how little we have received knock backs on our video production cost when we follow the above process. At the end of the day, as long as the video production cost is fair and reasonable and you can prove value in what you are offering, there should be no problems in you converting prospects into happy clients.  Once they have the knowledge on how video can truly revolutionise their business, they will be with you for many years to come.