Section 4: Developing the production plan

This is where we lift the script planning to execution. In this section, you'll explore and re-define your production plan and see your creative idea take shape in the form that you narrow down on, whether static or video.

Step 1: Go back to your previous approach

Start off with a retro on: How was this campaign executed earlier? Understand what worked & what didn’t.

• Was it rushed?
• Did it lack the emotional connection with the audience?
• Did the production value match the campaign's tone?

Take note of the areas that need improvement and areas that can be streamlined.

Step 2: Look at the resources at hand

You need to streamline the resources available to begin with. And accordingly look for ways to innovate and be resourceful.

• Budget
  Is there a big budget or is it constrained? Accordingly plan the channels to pick, teams to work with and more.
• Team
  What is your team size like? For smaller teams, you'll need to ensure everyone is extremely clear, aligned and is moving quickly. Decide whether the campaign will be in-house or whether you'll hire an agency.

Step 3: Choosing the right team

Once you have clarity on the budget and a broad execution idea of whether you want to go the static route or build a video film, figure out the team you'll work with.

1/ Pick the right director

Check with creative on their preferences, do a reel review and align their past work and expertise to your requirements. Narrow down on 2-3 directors by this point.

2/ Choose the production house

Choose one that the creative team is comfortable with. Check for crew fit: the DOP, hair and make-up artist and others who'll be involved based on your execution plan.

Step 4: Close costs on production

Here, finalise and close the costs. Set upper limits, i.e. the maximum budget you're willing to expend on production. At the same time, don't try to cut corners. Good production costs money.

Having said that, a great campaign is not dependent on how much you're willing to spend on it. It needs to align with your goal, idea and resources. Whether you choose to build a low-budget campaign or a high budget one, you need to be smart and resourceful about it.

Step 5: Conduct the Pre-Production Meeting

The most crucial step in the process. Be well prepared for the pre-production meeting. Some key areas you need to focus on:

1/ Style & treatment
Write down the tone and style you want. What are the highs and lows you want to achieve. Second,

2/ Create a shooting board
Do a frame by frame breakdown of the film/campaign. Have clear drawings/visuals in place.

3/ Casting
Write a detailed casting brief. Do not settle, this can make or break the campaign. Again, you don't need to have all big shots, you just need the right folks for the right characters.

4/ HMU, Set & Props
Note down out references for makeup, costumes, set and props and build a mood board. Use the right words when you do so.

5/ Lighting & Camera
Narrow down on the lighting setup and camera movements. Figure out the time of day you want to shoot

6/ Music & Edit Style
Figure out what energy, pace and tone you want.

Step 6: Go into shoot and post production

Once everything is locked in and everyone is aligned at the PPM, you need to take a step back. Let the director be the captain of the ship on shoot day.

You might be thinking, my budgets aren't big enough or I don't have enough resources. That's alright. While the nuances change, the principles remain the same. You just need to be more creative and adaptable in how you make it work.