The type of client you’ll have on set differs depending on what you’re shooting. For commercials and branded content, it’s usually the agency that has hired you, and the brand that you’re filming. On a TV show, it's the broadcasting execs. For film, it’s the media and entertainment company. While your client may change, the way in which you communicate effectively with them will benefit from staying clear and simple. 

Here are some universally useful tips to help you communicate with clients on set.

Set expectations early: Before shooting, clearly define the schedule, goals, and budget. Commercials and branded content projects will typically set pre-production meetings (PPMs) ahead of shoot days. TV and film will often do table reads and All Production Meetings (APMs). Having everyone on the same page before the shoot days allows moments where questions can be answered and, as obvious as this sounds, makes sure everyone is on the same page going in.

Educate on the process: Most clients (particularly for commercials and branded content) aren’t film professionals. Allowing time to explain key logistics – such as why setup takes time or why you do multiple takes – helps to manage their expectations.

Use visuals (video village): Let clients monitor shots on a dedicated screen. This reduces interruptions to the camera operator and allows them to see progress in real-time. Since sets are high-pressure environments, your primary goal is to keep the client feeling informed and valued without them disrupting the technical flow. 

Manage communication channels: Have a designated, calm point of contact (like a Director or Producer) to handle client questions, rather than having the whole crew chatting with them. Proactively communicate any updates or changes in the schedule. The more informed they feel, the less chaotic the set day will be.

Solicit feedback at the right time: Ask for client input between takes or after a scene is blocked. Avoid asking for feedback right before the camera rolls, as this allows everyone to go into a shot with confidence and will create an environment where all cast and crew will be more amenable to trying things in different ways once shooting has commenced. Review key shots with the client to ensure they’re happy before moving on to the next setup.

Handle feedback professionally: When receiving feedback, ask clarifying questions to ensure you understand their meaning. While goals should and are set well in advance, it’s possible for last minute requirements to creep in. Being an active listener provides the client with confidence that their feedback is being understood.