b. concepts & scripting
this stage interprets the brief, in terms of design, look, feel and execution

it’s the most important and crucial part of the production planning process, and can consume as much as 40% of the costs

it’s as important as an architect’s drawing for the foundations of a building

it involves mainly time, in the administration, management and co-ordination skills needed to give a clear vision and discipline to the execution    

it also defines the cost and other criteria as set out in the proposal

some typical elements might be:

• researching - both the subject material itself, as well as sourcing library footage, images, sound effects and music - including briefing
  musicians
• scripting: the backbone of most productions - written either by a specialist scriptwriter in conjunction with the customer, or by the customer with support from us
• visual approach - a balance of graphics, stills and moving images, as dictated by the subject material and the proposal

much time can be spent on selection of location, or studio shooting, plus adapting library material, or compiling of moving stills