Deciding before shooting.
WHAT TO DEFINE
The audience The message, in one sentence The format and length Where it will be published The deadline The budget
WHY ONE SENTENCE
If the message cannot be stated briefly, the production will not communicate it.
WHAT A BRIEF SHOULD CONTAIN
Purpose Audience Key message Tone Deliverables, listed exactly Technical requirements Approval process
WHY DELIVERABLES MUST BE LISTED EXACTLY
Disputes about what was included are the most common source of trouble.
WHAT TO SPECIFY
Number of images or videos Durations Aspect ratios required Number of revisions
WHAT A SHOT LIST IS
Every image or scene needed, written before the day.
WHY IT MATTERS
Missing a shot means returning, which costs more than planning did.
WHAT TO INCLUDE ON IT
The subject The framing Anything that must be visible Anything that must not
WHAT TO CHECK BEFORE THE DAY
Location access and permission Power availability Whether anyone needed will actually be there Weather, for outdoor work
WHAT TO BRING
More storage and power than you expect to need.
