Project Phase 1: Turning Objectives into a Plan
You’re reading Part 1 of our series on the video production process. If you missed the earlier chapters, start with Part 0.
My first boss once asked me, “What are the three P’s of video production?” I confidently replied, “Pre-production, production, and post-production.” “Wrong,” he said. “It’s preparation, preparation, preparation.” And he was right. Pre-production is all about preparation. This is the stage where a project’s success is largely determined, long before anyone picks up a camera.
In pre-production, we sit down with the client for a kick-off meeting or briefing to clearly understand and articulate the project’s objectives. Defining the purpose of the video is paramount, because those objectives will drive every decision that follows. Who is the target audience? What key message should the video deliver? What action do we want viewers to take after watching? We make sure everyone agrees on these fundamentals and we’ll refer back to them throughout the project to stay on course.
Budgeting also happens at this early stage. We sometimes get asked, “How much does a video cost?” That’s like asking a builder, “How much is a house?” The inevitable answer, “It depends.”. Every video project is unique. It’s built from a combination of elements tailored to the story we’re telling and the resources available. A straightforward talking-head interview in one location will cost very differently from a multi-day shoot with actors across various locations. During pre-production we figure out the most appropriate creative approach to meet the objectives, and we scale the project elements to fit the budget. By the end of this phase, everyone should understand what they’re getting for their investment and why those pieces are needed.
We also sort out roles, responsibilities, and communication during pre-production. It’s important to know who’s doing what: which team members will handle filming, editing, graphics, and so on, and on the client’s side, who will provide feedback and approvals. Along with that, we create a clear schedule with milestones and sign-off points. This might include dates for the script to be completed, filming days, rough cut delivery, revision deadlines, and so on. Setting these milestone gates ensures the project stays on track and that there are no ambiguities about when feedback is due or when decisions must be made.
Strategy is a core part of pre-production. There’s little value in investing in a film if no one sees it. We define who you need to reach, what you want them to do, and where they already spend time. Publishing to your website, YouTube or LinkedIn is not, on its own, a distribution plan, and it is no guarantee the right people will find it amid the noise. So we design the route to them: the right formats for each platform, cut-downs and captions that aid discovery, clear metadata, a release plan with timings, thumbnails and copy, and, where it helps, a light layer of paid support. If you already have a campaign plan, we’ll plug into it. If not, we can shape a simple, measurable strategy so that when the film goes live, the audience is primed to see it.
On the creative side, pre-production can involve scriptwriting and storyboarding. If the video is scripted (like a training drama or a tv advert), we’ll write a script. For more visual storytelling, we often produce storyboards or shot lists to map out how the video will look. Even for unscripted projects (like interviews or documentary-style pieces), we map out the communications objectives and set these in a structured, script-like format. We prepare by researching the subject matter and drafting interview questions or talking points for our contributors. We want anyone appearing on camera to feel prepared and know the key themes we’re aiming to cover, and we also want to be reassured that we’re filming the right things and asking the right questions.
Logistically, there are plenty of nuts and bolts to tighten in this phase. We handle all the behind-the-scenes arrangements: scouting and securing locations, obtaining any necessary permits, and conducting risk assessments. We also create contingency plans. For example, if an outdoor shoot is rained off, or if a key interviewee becomes unavailable, we’ll have a Plan B ready. A lot of this is invisible to clients, but it’s critical work that keeps the project from derailing when something unexpected happens.
To make sure the video aligns with your brand and vision, we gather brand assets and references during pre-production as well. That means collecting logos, fonts, and any existing imagery or footage that might be useful. Often we’ll put together mood boards or reference videos to nail down the desired look and feel. This visual planning helps avoid any “I thought it would look different” surprises later on.
By the end of the pre-production phase, we have everything we need to guide the project both creatively and logistically. There’s an old cliché in filmmaking: “We’ll fix it in post.”, meaning that issues encountered on set can be fixed at the editing stage. The seasoned reply to that is, “No, fix it on set.” But the real secret is, fix it in pre-production. The more potential problems we can anticipate and solve now, the less we’ll have to scramble or compromise during filming and editing.
Next up: Phase 2: Production – The Part Everyone Gets Excited About
