What Does a Production Assistant Do?

If you’re just starting out in the world of video production, one of the most common entry points is as a Production Assistant—often shortened to PA. It’s a job that exists across commercial content, television, and film, but the day-to-day responsibilities can vary depending on the type of production you’re working on.

In this article, we’re focusing mainly on what it’s like to be a PA at a commercial video agency like Small Films—with a bit of insight into how the role compares in the wider industry.

To bring it to life, we’ve spoken to one of our own team members, Mia, who started with us as a PA and progressed to a Production Coordinator Position. Watch her talk about her experience below.

🎥 Meet Mia: Life as a Production Assistant at Small Films

“You get to touch all facets of production and work with all of the different teams… There’s such an ongoing opportunity to learn every day.”
— Mia, Production Assistant turned Production Assistant at Small Films

What’s the role of a Production Assistant in a commercial agency?

At a video agency like Small Films, the PA is an essential member of the team—especially on shoot days. The role is varied and hands-on, and no two days are the same. You’re there to support the production team, keep things running smoothly, and generally be ready for anything.

• Setting up kit – helping to load, unload and set up cameras, lights, and other gear
• Keeping things on schedule – making sure talent, crew and locations are prepped and ready to go
• Looking after crew and clients – grabbing coffees, managing lunch orders, and keeping everyone comfortable
• Supporting the director or producer – helping with clapperboard duties, monitoring shot lists, and taking notes
• Problem-solving on the fly – from finding extra extension cables to tracking down a last-minute prop

The key skill here is being adaptable. Shoots can be unpredictable, and a great PA is someone who’s calm under pressure and quick on their feet.

What makes a good PA?

There’s no formal qualification required to become a Production Assistant, but there are a few qualities that will help you thrive in the role:

• A can-do attitude
• Good communication skills
• Willingness to muck in and do what’s needed
• Strong attention to detail
• Professionalism on set (even if you’re just getting started)

One of the best things about being a PA—particularly in a commercial video agency like Small Films—is the chance to try your hand at loads of different aspects of production. Beyond supporting shoots, you might get involved in:

• Research and creative development
• Helping with client pitches
• Pre-production planning and paperwork
• Booking travel, kit hire, and shoot logistics
• Sourcing props and supporting set design
• Sitting in on edits or helping out in post-production

It’s a brilliant way to get a feel for how everything fits together and figure out which areas you’re most drawn to—whether that’s producing, directing, creative strategy, or post.

How does the PA role differ in TV and film?

In the television and film industries, the PA role tends to be more hierarchical and specialised.

In TV production, especially on bigger shows, you’ll often find PAs divided into roles like runners, office PAs, or location assistants, each with set tasks like handling call sheets, managing transport, or keeping talent on schedule.

In film, particularly on larger productions, there are often entire teams of PAs: set PAs, lockup PAs, production office PAs, and more. You might have a narrower focus but work on longer shoots with larger crews.

In contrast, PAs in commercial video—especially in smaller, fast-moving agencies like ours—tend to wear more hats. You’ll often be exposed to every stage of the process and work closely with the creative and production teams, getting real insight into how content comes together.

Why become a PA?

If you’re keen to work in video, it’s one of the best ways to get your foot in the door. You’ll:

• Learn how a professional production runs
• Get hands-on with shoots
• Work across creative, logistical, and post-production tasks
• Meet people in the industry
• Discover what kind of role suits you best

And if you’re lucky, you’ll work with a team like Small Films—where we back curiosity, initiative, and people who want to keep learning.

Want to learn more?

• 🎬 What does a Creative Producer do?
• 📈 How to Plan a Successful Video Marketing Campaign
• 💡 7 Signs You’re Working With a Great Video Production Company
• 📚 Video Production Services
• 🛠️ Our Portfolio

Final thoughts

Being a Production Assistant can be fast-paced, unpredictable, and sometimes physically demanding—but it’s also hugely rewarding. Whether you’re aiming for a career in commercial content, television, or film, it’s a great first step that gives you a real understanding of how video production works.

Want to work with us or find out more about what we do? Fill out the form on our contact page and start the conversation.

How to Use Video to Showcase Your University

Video is one of the most powerful tools in higher education marketing. It brings your university to life for prospective students, alumni, funders, and the public. Done right, it builds trust, tells stories that stick, and sets you apart in a crowded sector.

This guide explores how to use video content strategically — to show what your university stands for, who it’s for, and why it matters.

1. Bring Student Life to Life

Students aren’t just choosing a course — they’re choosing a place to belong. Video helps them picture themselves on campus, meet the community, and imagine the life they could lead there. The more authentic and varied the content, the more it resonates.

Tips:

• Capture real moments — move-in day, freshers’ events, study sessions, downtime.

• Let students speak in their own words — avoid over-scripting.

• Keep it short and platform-friendly: 30–90 seconds for Instagram, 60 seconds for TikTok, 2–3 minutes for YouTube.

• Use vertical formats for social stories and reels.

2. Showcase Research in a Way People Understand

Your university is doing important work — but to get attention, that work needs to be understood. Video helps translate complex research into stories that engage external audiences, from prospective students to policy-makers.

Tips:

• Focus on impact: what the research does, not just what it is.

• Use animation or graphics to visualise data and processes clearly.

• Keep it simple and jargon-free — write for a curious 16-year-old.

• Include the researchers on camera to humanise the work.

Here’s a film we created for Southampton’s Photonics department about the impact of their work on battling climate change.

3. Tell Stories Through the People Who Make Your University Unique

The best university videos focus on people. Staff, students and alumni bring your values to life. When people speak from the heart, it builds credibility and emotional connection — something brand messages alone can’t achieve.

Tips:

• Use unscripted interviews and conversational tone.

• Film across departments, years, and roles to reflect your diversity.

• Mix talking heads with b-roll footage that shows what people do, not just what they say.

• Prioritise natural lighting, authentic locations, and real interactions.

4. Support the Recruitment Journey with the Right Content at the Right Time

Video can ease uncertainty, answer questions, and nudge action — but only if it’s aligned to where students are in their decision-making journey. From early inspiration to final enrolment, each stage needs a different kind of content.

Tips:

• Use brand films and student life content at the awareness stage.

• Share department-level videos and course explainers for students comparing options.

• Offer how-to videos for applications, finance, visas and accommodation at conversion.

• Embed video in key pages: subject landing pages, admissions, and FAQs.

Check out this film we created for Regent’s University London that talks about their luxury hospitality management course!

5. Inspire Alumni and Donors with Purpose-Driven Content

For alumni and donors, it’s all about impact — what their support has helped achieve, and why it matters. Video helps make that emotional connection, turning abstract causes into personal stories.

Tips:

• Film scholarship recipients talking about what funding has enabled.

• Highlight how alumni gifts have changed facilities, research, or student support.

• Create short ‘thank you’ videos for donor stewardship.

• Repurpose content for events, emails, and social channels.

6. Get More Value from Every Shoot

You don’t need a big production every time. One shoot can generate multiple pieces of content if planned properly — helping you stretch your budget and keep your channels active.

Tips:

• Capture both horizontal (YouTube/web) and vertical (social) footage.

• Plan interviews with multiple uses in mind — short clips, reels, long-form edits.

• Get extra b-roll while you’re on campus: people walking, chatting, studying.

• Create a visual content library for future edits and seasonal reuse.

Final Thought: Lead with Story. Let Video Do the Work.

Video isn’t just a marketing add-on. It’s one of the clearest ways to express who you are, what you value, and how you’re changing lives. When you lead with real stories, real people and real purpose, video becomes more than content — it becomes proof. Give us a shout if you want to create video content for your University!