Topic 02 / Planning · Filming · Asset design
Video production
Strong video production is less about accumulating footage and more about designing the evidence an edit needs. This collection covers pre-production, shot planning and the operating choices that turn limited filming time into a coherent body of useful assets.
Working principles
What holds the system together.
- 01Separate the viewer promise from the business objective before developing the concept.
- 02Turn every creative beat into a producible fact with an owner, place and duration.
- 03Plan openings, proof, transitions and alternate versions from the edit backwards.
Selected field notes
Put the topic to work.
Protect the idea, production day and edit with practical decisions made before the camera starts rolling.
How to plan a video before production begins
The decisions that protect the idea, the budget and the edit before a camera enters the room.
Turn one filming day into a month of useful assets
Plan a production day around a library of ideas instead of a single hero edit.
A practical shot list for founder-led content
The essential coverage for making expert-led video feel credible, human and easy to edit.
Practical orientation
Questions worth settling.
What belongs in pre-production?
At minimum: audience, objective, viewer promise, message hierarchy, script or beats, locations, contributors, shot priorities, approvals, usage needs and the versions required after the shoot.
How much footage should a team capture?
Enough to prove the central idea and assemble the planned versions. More footage is not automatically safer; intentional coverage is easier to edit, review and reuse.
How can one filming day support recurring content?
Design the day around distinct audience questions and reusable evidence rather than recording one long master asset and hoping every short version appears in post-production.
Continue across the system