Pre-production: How to Prepare for a Brilliant Video

So, you've decided to create a product video—fantastic choice!

But before the cameras start rolling (or the designer starts drawing), there’s an often-overlooked phase that lays the groundwork for video success: pre-production.

This stage is where the foundation of your video is built, ensuring that the final product isn’t just beautiful but also effective in delivering your message.

The more you invest in this phase, the fewer surprises you’ll encounter down the line.

But what should you expect from a video production company during pre-production?

And how can you prepare yourself to ensure the best possible outcome?

Let’s walk through what this phase looks like, and highlight a few hidden charges most companies sneak in (but not at What a Story).

What to Expect from Your Video Production Company

During pre-production, the production company will work closely with you to understand your product, your goals, and your audience.

Expect plenty of back-and-forth to ensure everyone is on the same page. Here’s what typically happens:

1. Initial Discovery and Planning: The production team should ask you a ton of questions about your brand, product, and goals. Don’t worry if you don’t have all the answers—this process is meant to clarify the vision.
2. Concept Development: Based on your input, the production team will start developing concepts for your video. This could include brainstorming storylines, identifying key messaging points, and even recommending specific visuals or styles that align with your brand.
3. Scriptwriting: The script is the foundation of your video. Expect drafts, revisions, and a close collaboration during this step to make sure the script perfectly aligns with your message.
4. Storyboarding: The next step is translating that script into visuals through a storyboard (or visualboard). This gives you a sense of how the video will flow and how each scene will look. This is where you should provide feedback to ensure the creative direction is aligned with your vision.
5. Casting and Location Scouting: If your video includes actors or specific locations, pre-production is the time to figure that out. The company should provide you with options and handle logistics, but your input will be critical in making the right decisions.

If you're curious about this process, check out my article on how to shortlist the perfect product video company for tips on selecting the right partner.

Hidden Charges You Should Watch Out For

Now, here’s where things get tricky.

Many production companies add sneaky charges to their pre-production phase that can take you by surprise.

These can include:

• Extra revisions: Some companies charge you for every additional script revision or visual adjustment. At What a Story, we offer unlimited revisions as long as they’re fair and reasonable.
• Location and talent fees: Hiring actors or securing a location might come with additional costs that weren’t included in the initial quote.
• Licensing fees: Want a specific song or stock footage in your video? Licensing fees can add up fast, but they’re often left out of the initial estimate.

What a Story prides itself on transparency.

We provide all costs upfront and make sure there are no surprises.

Our goal is to make the process as stress-free as possible for you.

Preparing for a Smooth Pre-production Process

As a client, the best way to ensure a smooth pre-production process is to be clear about your goals and expectations from the start.

This helps your production partner get the ball rolling faster and allows them to deliver a product that meets your vision.

Here’s a quick checklist to prepare:

• Have a clear understanding of your audience and what you want to achieve.
• Be open to feedback and ideas—your production team is there to help you.
• Don’t be afraid to ask questions. The more you know, the smoother the process will be.

Pre-production may not be as glamorous as the final product, but it’s the most critical phase.

Put in the work upfront, and your video will shine.

Also read: Here’s how effective feedback can transform your video into a masterpiece.