Agree the priorities first
Identify what the audience really needs to see and hear. Spending on a strong proposition, good casting and a clear edit may contribute more than extra locations or unnecessary production complexity.
Build the creative around the resources
Production choices are interconnected. The number of filming days, locations, performers, sets and visual effects all influence cost. A well-planned script can help you concentrate the budget on what appears on screen.
Editing, sound, graphics, versions, approvals and delivery should be considered from the beginning. So should any separately commissioned media buying, which is not the same as making the advert.
Reuse carefully, not automatically
Where appropriate, a campaign may benefit from shorter edits, alternative calls to action or different formats. Plan these versions early, while checking that each one still communicates clearly.
A useful production conversation explains the trade-offs. You should understand which decisions affect cost and where a different approach might achieve a similar result.
“The smartest production decisions are made before the cameras start rolling.”
— Team Aardvarks
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