The One Step That Makes (or breaks) Your Next Shoot : Pre-Production

Nobody likes to do it, and yet, everyone has to. What is it? A freaking BRIEF

A smooth shoot doesn’t start on set, it starts with pre-production. Skip this step, and you’re setting yourself up for delays, reshoots, thousands in editing costs, and content that just doesn’t hit the mark.

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So, what goes into a solid pre-production process?

1. Brief = Concept Development Your brief isn’t just “We need a video or some photos.” It should define your goal, audience, key messages, tone, and format?upfront.
2. Script = Structure & Story Even if there’s no dialogue or script, your content needs a clear narrative flow. What’s the emotional hook? What do you want people to remember?
3. Creative Planning = Visual Direction Mood boards, shot lists, and reference visuals align everyone before shoot day, whether it’s a video campaign or a product photography session. The more detailed, the fewer surprises on set.

Example: Mood Board for MessyWeekend's AW24 Campaign

For their photo campaign, MessyWeekend filled out our brief template (download here) and provided a simple mood board. Because of that, we were able to deliver 100+ high-quality photos in just few hours.

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A well-prepared brief saves hours on set, brings out the best visuals, and makes content that truly hits the mark.

I can hear heads turning, but trust us, a great brief isn’t about adding more work. It’s about avoiding wasted time and money.

Is that what you’re after? Want to make your next shoot effortless?

Download our ultimate brief checklist here and set your project up for success.

And if you feel something is missing or want to dive deeper into certain elements, check out our blog post here and let us know what you'd like to see!