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The Pre-Production Process:
The Secret to a Smooth Shoot

Updated 04. 02. 2025

Pre-production is the make-or-break stage of any project. Get it right, and your shoot will run like clockwork. Skip a step, and… well, you'll wish you hadn't.
Whether you're filming a high-end commercial, a podcast, or a simple in-house video, pre-production is what separates a chaotic, stressful shoot from a seamless one. Here's why it matters and how to get it right.
What is Pre-Production?
Pre-production is everything that happens before the cameras start rolling. It's where ideas turn into structured plans, covering scripting, budgets, logistics, and creative direction.
It's not the most glamorous part of content making, but trust us, this is where the magic begins.
The 5 Key Steps of Pre-Production
Step 1: Briefing & Concept Development
Before anything else, you need a solid brief that outlines:
    • Project goals
    • Target audience
    • Tone and style
    • Format (social media, TV, documentary, etc.)
    • Visual and editing approach
At CoHo, we use a 20+ question framework to help our members define their production goals before any shoot, whether it's photography, a podcast, or a full-scale video campaign.
Want access to our ultimate briefing checklist? Download it below!
Step 2: Scripting & Breakdown
A script isn't just dialogue - it's the blueprint for your production. A strong script doesn't just ensure efficiency; it shapes the story you're telling.
Think Narrative First
Before getting into logistics, think about the story you're telling. Every great video has a purpose, what's yours? A strong narrative makes content engaging, memorable, and effective.
Ask yourself:
    • What's the key message? Are you selling a product, building brand trust, or telling a story?
    • What's the emotional pull? The best content makes people feel something.
    • How do the visuals support the story? Every scene should serve a purpose.
Real-World Example: MessyWeekend's AW24 Campaign
CoHo's MessyWeekend shoot wasn't just about goggles. It was about positioning them as a must-have for the slopes.
MessyWeekend understands their audience, style-conscious and adventure-driven consumers who want gear that looks as good as it performs. The content wasn't just visually striking. It was tailored for platforms where high-impact visuals thrive, such as Instagram and TikTok.
Pre-production decisions shaped this high-impact narrative:
    • Lighting and styling made the goggles the focal point
    • Bold contrast ensured instant visual appeal
    • Aspirational posingsold a lifestyle, not just a product
    • Strategic framing drew attention exactly where needed
The result? A campaign that screamed quality, trust, and exclusivity, delivering the kind of content that resonates with the brand's audience and stands out on digital platforms.
This is why pre-production matters. Nail the narrative, and your content will not just be seen. It will be remembered.
Break Down Your Script Scene by Scene
Once your story is clear, dive into the details:
    • Scenes and transitions. What happens in each scene?
    • Actors and roles. Who's in it?
    • Locations. Where will it be shot?
    • B-roll and visuals. What extra footage do you need? Click here for b-roll inspo.
    • Emotion and expression. Any specific directions?
The more details you include, the smoother your production will be. The final result will feel intentional, engaging, and well-crafted.
Step 3: Creative Planning & Visual References
Having clear visual references ensures that everyone on set knows what to aim for. These tools help align creative vision, avoid miscommunication, and speed up decision-making during production.
For small-scale productions, you may not need all of these tools, just a few key references can be enough to keep things on track. Mood boards and concrete visual references often do the trick, while shot lists and storyboards become essential for more complex shoots.
Mood Boards
Mood boards set the tone and aesthetic for the project. They typically include:
    • Colour palettes to maintain visual consistency
    • Lighting styles (soft, dramatic, natural, etc.)
    • Example images that represent the intended mood
    • Typography and textures for branding consistency
Platforms like Pinterest, Canva, or Milanote make it easy to build and share mood boards collaboratively.
Shot Lists
A shot list is your on-set checklist that ensures you capture all the necessary footage. A well-prepared shot list includes:
    • Shot type (wide, close-up, medium, over-the-shoulder)
    • Camera movement (static, handheld, tracking, etc.)
    • Framing instructions (centred, rule of thirds, creative angles)
    • Any specific lighting or special effects needed
For efficiency, teams often organise shot lists by location, scene, or time of day.
Concrete Visual References
Beyond mood boards, specific visual references make a huge difference. These might include:
    • Examples from past projects to match a specific style
    • Lighting diagrams to ensure consistency across shots
    • Screenshots or sketches of desired compositions
    • Reference videos to guide motion, pacing, and transitions
These references ensure everyone is aligned before shoot day, reducing wasted time and creative disagreements.
Storyboards
Storyboards help visualise how scenes will flow before filming starts. They are particularly useful for:
    • Mapping out transitions and sequences
    • Planning framing and camera angles
    • Ensuring a smooth narrative flow
While professional productions often use detailed digital storyboards, quick sketches or digital mockups in tools like Milanote or Canva work just as well for smaller projects.
Step 4: Logistics & Scheduling
A well-organised shoot is an efficient one. Even a short, in-house production requires a structured timeline.
Key logistics to consider:
    • Studio bookings (secure your space well in advance)
    • Equipment availability (ensure cameras, lights, and mics are ready)
    • Crew assignments (who's handling what?)
    • Call sheets (timelines for actors, crew, and key moments)
Pro tip: Keep the crew lean. Too many people on set can slow things down and add unnecessary distractions.
Step 5: Legal & Budgets
Every production, no matter how small, is a business operation. You'll need:
    • Contracts & permits (especially for commercial productions)
    • Budget allocation (covering cast, crew, locations, equipment, and unexpected costs)
At CoHo, we handle most of these steps for our members, so they can focus on the narrative and bigger creative picture, while we manage the practicalities.
Why Pre-Production Matters
Think of pre-production like meal prepping. Would you cook a five-course meal without a shopping list? Nope. And even if you did, it would be a disaster.
The same applies to production. Without proper planning, your shoot could turn into a stressful, expensive mess.
A well-prepared shoot saves:
    • Time: No last-minute scrambling.
    • Money: Fewer reshoots, less wasted budget.
    • Stress: A smooth, predictable workflow, including editing process.
Final Thoughts
Before you hit record, make sure you’ve done your pre-production properly. Whether you’re creating a product video, a podcast, or a full-scale campaign, preparation makes all the difference.
Do you want to make your pre-production even easier? Click here to download our brief template to help structure your next project!
Let's make something amazing, stress and hassle free! 🎬
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