Taking Vision to the Final Cut
How a Detailed Plan Elevates Post-Production
By Adam Daniel, Post-Production Manager
You’ve decided to make a video. Fantastic!
Video is a powerful tool. It's a way to connect with your customers on a deeper level, to showcase your products, or to tell your brand story. Before you hit that record button, allow me to share a secret that every seasoned video professional knows: the most important part of any video project isn't the camera, the lights, or the fancy editing software—it’s the plan you created first.
Pre-“Action” Action
Think of a video project as building a house. Would you just show up to an empty lot with a hammer and a pile of lumber and start swinging? Of course not. That's ridiculous. You'd have blueprints, a budget, and a clear idea of what you want the final structure to look like.
A video project is no different. If the production phase of your video project is the construction and the post-production part of the project is the interior/exterior design, then pre-production would be the part where a talented architect draws up an award-winning blueprint. Without that solid blueprint, you risk a chaotic, expensive, and frustratingly weird-looking house.
A well-thought-out plan is the single most critical factor for a successful video and how that plan empowers the video editor to become your storytelling partner, not just a technical expert.
The Domino Effect of a Missing Plan
A business owner decides they need a new promotional video. They book a production company or ad agency. They have a general idea of what they want: “something professional and exciting.” Everyone shows up on set, ready to go, and…silence. No script. No shot list. Just a lot of hopeful energy.
Here’s what could happen next:
The “Let's Just Get Some B-Roll” Trap
Without a clear narrative, the camera operator is forced to “get footage.” They might film a few shots of your office, your team working, and some general product shots. This is called “b-roll,” and while it's essential, it's meant to supplement a story, not be the story. The result? A pile of disconnected clips that doesn’t tell a cohesive tale.
Wasted Time & Money
On-set and location time are both expensive. Every minute spent trying to figure out what to film is a minute you're paying plenty of people to not get you any tangible results. This leads to costly reshoots and extended production days, blowing past your initial budget and timeline. Nobody wins here.
The Editor’s Nightmare
The editor receives a hard drive full of hundreds of different video clips. There's no script to reference, no clear narrative direction, and no story to anchor the piece. They have to piece together a narrative from a jigsaw puzzle with half the pieces missing and no picture on the box. Their role shifts from a creative storyteller to a technician on a salvage mission.
While we editors enjoy being problem solvers, this isn’t an efficient way to get to the video you’re hoping for.
Pre-Production Plan Power
What does this plan look like? It's not a daunting, complex document. It's a simple framework that gives everyone on your team a clear, shared vision. There are a few key elements that will set your video up for success.
Define Your Why & Your Audience
Why are we making this video? Is it to increase sales? To build brand awareness? To recruit new employees? Your "why" defines the video's purpose. Who is this video for? Is it for a new customer? An existing one? A potential investor? Knowing your audience dictates the tone, language, and content of the video.
Craft a Clear Message
What is the one key takeaway (yes, try to narrow it to just the one) you want your audience to remember? A successful video focuses on a single, powerful message. Resist the urge to cram in too much information. Distill your brand, product, or service down to its essence.
Create a Story
This may be the most crucial part. A great video is a story, not a list of facts. Stories are what people remember and connect with. This could be any story that captures the message in the paragraph above. Find the beginning, middle, and end.
Write a Script (Even a Simple One)
A script is a roadmap. It outlines the key points to be made, the soundbites you need to capture, and the overall narrative flow. It ensures you don't forget to mention a crucial feature or a key piece of your brand story. Even a bullet-point outline with key themes for your interviewees is better than nothing.
Develop a Shot List & Storyboard
These are your visual blueprints. A shot list is simply a list of every shot you need to get to tell your story. While a storyboard (even just rough sketches) visualizes how those shots will fit together. This tells the camera operator exactly what to shoot and ensures no critical angles are missed. Remember: a shot list and storyboards are far cheaper than reshoots.
When you provide your editor with a plan that includes these elements, you're not handing them footage, providing a treasure map.
- A clear narrative arc. With this, editors can leverage their creative and technical skills to enhance your story, shape the emotional impact, and achieve perfect pacing. Music, graphics, and sound design can elevate the message rather than just fill a void.
- The script. Your script tells your editor exactly how you want the message to be delivered. They can use the script to select the best takes and cut out any unnecessary filler.
- The storyboard/shot list. These provide your editor with a clear vision of intention. They can see how the different shots are supposed to connect and build the narrative.
Editors thrive when they understand the vision, have the right tools, and can focus on storytelling rather than troubleshooting.
The ROI of Planning
The final cut is only as strong as the foundation it’s built on. A good plan saves you time, money, and stress. It transforms chaos and frustration into a smooth, collaborative process. This plan allows you to feel confident knowing that the final video will accurately reflect your brand and deliver your message with clarity and impact.
So, the next time you're ready to create a video, pause. Take a deep breath. And start developing a plan. You'll be amazed at the difference it makes. And your editor will thank you.