PREPARE A PRODUCTION
Guides for a clearer film production.
Practical information for the brief, message and delivery. Read what helps you prepare the right film without needing to know every production detail.
Image, rhythm and story.
PRODUCTION PLANNING
Product film brief: message, formats and delivery
A good brief makes it easier to commission the right film, compare proposals and decide when production is finished. Start with what the film should help the customer understand. The choice of camera, lighting and editing pace comes afterwards.
CORPORATE FILMPlan a corporate film: purpose, story and filming
A corporate film should make the business easier to understand. Start with the impression people need to gain of the company and which real places, people or work can carry the story.
ADVERTISING CONTENTVideo adverts: a checklist for message, formats and delivery
A video advert needs to work in its intended placement. Plan the message, framing and delivery together. A finished film does not automatically become a useful advert simply by being shortened.
Industry context — read the original sources
Selected external reports and official guidance. Dates describe the sources; these are not our own client results.
Video in Europe's advertising market
IAB Europe's AdEx report describes video's growth within European digital advertising investment during 2025. The report provides market context, not a ranking of keywords by clicks.
For production, a useful question is how the material should work in the placements the company actually intends to use.
Read the source ↗Questions to ask of a video advert
Google's ABCD guide offers questions about attention, branding, connection with viewers and the next action. It can support discussion before an advertising film is produced.
The guidance needs adapting to the product, audience and placement; it does not promise a specific advertising result.
Read the source ↗