Plan the uses before the shots.
Start with a list of where the content will appear: website pages, social posts, paid ads, presentations or print. Add the shape and crop each placement needs. A beautiful close-up may not work behind a homepage headline unless there is room for the words.
Build a shot list around the story.
Cover the big picture, the human detail and the thing that makes your offer different. For a product, that might mean its context, how it is used and a detail that answers a customer question. For a service, it may mean the people, the process and the result you can demonstrate.
Give each variation a purpose.
Capture alternatives that change something useful: the opening message, the point of view, the demonstration or the audience question. A dozen nearly identical clips do not give a campaign twelve different ideas.
Make room for stills and sound.
If photography and video share a shoot, plan time for both. If someone is speaking, consider the location noise and how their voice will be recorded. These decisions are easier before the day than in the edit.
Prepare the people and the place.
Share the schedule and the purpose of the shoot. Check access, products, props, clothing, brand assets and permissions. Let contributors know what they will be asked to do so the day feels organised without becoming stiff.
Decide what happens afterwards.
Agree the deliverables, feedback process and final file formats. Keep a clear record of what has been approved and where it can be used. A well-organised library makes the next campaign easier to start.
