Advertisers use creative content to sell products or services. Creative film content (moving imagery) can reach consumers across multiple media platforms, including—but not limited to—television, the Internet, in-store, or on mobile devices. Creative content starts with an idea brought to life through the film production process, which consists of guiding principles centered on execution by way of specific tasks and actions.

The process of executing creative content is often fast-paced, has its ups and downs, and even the best-laid plans can go awry. Knowing how to navigate the process increases the chances for success.

There are three cornerstones of the film production process:

1. Collaboration: First, there must be collaborative planning before production begins and throughout the process.

2. Alignment: Second, all parties must be aligned to ensure that every piece of content to be executed embodies the approved creative strategy.

3. Accountability: Third, all parties must understand the ins and outs of the production process, which includes what needs to happen when and the subsequent implications that can hinder the process.

This book will guide advertisers on how to manage and function as a cohesive unit with agency partners during the production process.