Pre-Production: Organizing the creative plan

Date

Jan 24, 2026

Pre-production is where we pull together all the elements of your creative plan — from scripts and storyboards to talent and locations — and translate them into an executable plan for filming. It takes tremendous coordination and attention to detail, but our producing team manages the entire process so you can be confident that your production day will be smooth and efficient.

Translating the creative

People often think of the shooting and editing as the most important part of the process, but none of that happens without this critical planning stage.

By this point, all the creative ideas have been set in place, and now it's the producer's job to translate them into a workable plan that the rest of the team can execute. As the manager of this process, the producer begins assembling the crew, securing locations, helping the director with casting, creating shoot schedules, and keeping track of expenses.

This is the behind-the-scenes side filmmaking most people never see — with all the spreadsheets, budgets, permits, and schedules — but it allows us to maximize efficiency, avoid costly surprises, and ensure that your creative vision is realized.

One of our producers on-set during a Stonecastle Pictures commercial production

Casting and pre-interviews

A film can look spectacular, but if the performances feel flat — or if the dialogue isn't believable — then audiences don't connect with it. The same goes for your story, whether it's a commercial, documentary, or brand film. Our job as your production partner is to prepare the actors or interview subjects to deliver authentic, relatable performances that intrigue and entertain audiences.

For scripted content, we partner with a casting agency to identify actors who might be a good fit a role. Once we've had a chance to review their list, the producer and director will hold a casting call — these days it's often virtual — to meet each actor and allow them to audition. Once we've narrowed down the list, we'll share our selections with you for approval.

Every actor, even the extras in the background, are selected though a casting process.

For documentary content, we're just as rigorous in our preparation. Your director will pre-interview each subject — in-person, if possible, and often more than once — to get to know them personally, earn their trust, and understand the emotional currents of their story.

This is a crucial step in our process that makes all the difference once the cameras start rolling. Interview subjects are typically uncomfortable, but sitting across from a director who has taken the time and interest to get to know them puts them at ease and creates an atmosphere where they feel safe to let down their guard.

The Stonecastle Pictures crew prepares to interview a subject for a commercial.

Assembling the crew

Making sure you have a reliable crew is extremely important, so our producer works closely with the director to select the right team for your job. These specialists have titles like director of photography, grip, and gaffer, and they're the ones who are going to make sure your shoot goes smoothly.

The director has special input on the director of photography (also called a DP), since the DP's role is to operate the camera and oversee the film's overall look and feel. At Stonecastle Pictures, our national roster of industry-leading DP's gives us a deep bench to choose from when selecting the right one for your project.

The DP is responsible for the overall visual language, lighting, and framing of the shots.

Securing locations

Whether your project is scripted or documentary, the locations you select for filming are as important as the characters themselves. They provide narrative context and a visual backdrop with the power to convey a feeling as your story unfolds.

Early on in the process, the producer and director begin scouting potential locations for your project — snapping photos from every angle and building a database of creative possibilities to share with you. Often we'll hire a dedicated location scout with special knowledge of a city's best locations. This person not only handles the legwork of identifying the places that match our vision, but also negotiates fees and secures whatever permits or releases are needed.

On location with the Stonecastle Pictures crew

Getting your sign-off

Throughout the pre-production process we'll schedule regular check-ins to get your feedback, and then a few days before filming begins we'll compile all our planning materials into a production guidebook and present them for your sign-off.

Known in our industry as a pre-pro meeting, this is where we run through the entire shooting plan with you to ensure we're all on the same page. By the end of the meeting, you'll have complete clarity on every aspect of the production and how we're going to take it from the page to the screen.

Next up

The plan is ready, so now it's time to bring the cameras out to execute the vision. Our next step is production, where you get to watch as your story finally begins to come to life.

Ready to talk?

Schedule a call with one of us to get started on your own project.

Get In Touch