core idea, narrative,
tone, key visuals.
Purpose: define the core idea, message, and creative direction of the project.
Includes:
- identifying key insights and brand tone;
- shaping the story logic and emotional goal;
- formulating visual and narrative positioning;
- creating the central concept and visual DNA.
Deliverables: Creative Brief + Key Visual Concept (1–2 pages).
aesthetic direction, tone, and visual identity.
Purpose: establish the aesthetic foundation and atmosphere of the project.
Includes:
- collecting and curating visual and emotional references;
- developing moodboards for tone, lighting, composition, and style;
- defining visual identity and creative direction references.
Deliverables: Moodboard presentation / Notion gallery + visual direction summary.
creative scriptwriting and narrative flow
Purpose: create a clear narrative flow and emotional rhythm.
Includes:
- writing the creative script and storyline;
- structuring key beats and pacing;
- developing dialogues, voiceovers, and scene transitions;
- aligning story logic with visual storytelling.
Deliverables: Creative Script + Storyline Breakdown.
visual sequence and shot planning
Purpose: visualize the full structure of the video before production.
Includes:
- shot sketches and keyframe planning;
- composition, framing, and camera movement;
- shot blocking and rhythm definition;
- creation of an animatic for previsualization.
Deliverables: Illustrated storyboard + animatic video.
defining color, lighting, framing, and rhythm
Purpose: define the visual language, mood, and consistency of the final product.
Includes:
- developing color palettes, lighting setups, and visual harmony;
- testing tone, texture, contrast, and overall look;
- aligning visuals with brand identity and campaign goals.
Deliverables: LookDev document + test renders or frame previews.
art direction through all production stages
Purpose: ensure visual and conceptual integrity across all production stages.
Includes:
- supervising art direction from pre-production to post;
- maintaining consistency in framing, color, and tone;
- guiding directors, CG, and editors to match the creative intent.
Deliverables: final project aligned with the core idea and visual identity.
shaping the concept, style, and rhythm of every project — before production starts.
The foundation of every visual project — from concept and mood to final direction. It sets the creative rules that guide all teams through production and post.
When to use:
Deliverables:
Process:
- You need a strong concept that aligns with brand strategy.
- The project requires a visual system and style consistency.
- Stakeholders need a clear board and animatic to align before shooting or CG.
- Concept document
- Moodboards & references
- Script outline / copy pillars
- Storyboard & animatic
- Look development
- Creative supervision plan
- Brief intake & constraints mapping
- Concept sprint
- Moodboarding & references
- Script outline and key messages
- Storyboard / shotlist; optional animatic / previz
- Look development and style frames
- Sign-off + supervision milestones for prod/post