How to Plan a Content Shoot Around Campaign Deliverables
Start from the full list of deliverables, plan shots for every format, build a schedule and shot list, confirm people, locations and permissions, and capture extra material for later use.
To plan a content shoot around campaign deliverables, start with the complete list of assets the campaign needs, then plan the shots, formats, people and locations that will produce them. Build a realistic schedule and shot list, confirm permissions in advance and capture additional material that can be used later. A shoot planned from the deliverables is far more efficient than one planned from the camera.
For brands and organisations in Ghana, a single well-planned shoot can supply a campaign for weeks. A poorly planned one often leads to expensive reshoots.
List every deliverable
Before planning shots, gather every asset the campaign will need across all channels:
- Hero video and its shorter edits
- Vertical video for social platforms
- Photographs for advertising, social media, the website and press
- Portraits of spokespeople
- Behind-the-scenes material
- Audio for radio or podcasts if required
Note the format, aspect ratio, length and number of each.
Plan for multiple formats
Shooting for horizontal and vertical formats at the same time requires planning. Frame shots with both in mind or schedule separate set-ups. Photograph key moments in both orientations.
Write a shot list
For each deliverable, list the shots needed: who, what, where and how. Group shots by location and set-up to reduce time spent moving equipment. Mark priority shots that must be captured if time runs short.
Build a schedule
Create a realistic timeline for the day, including set-up, lighting changes, wardrobe and make-up, meals and travel between locations. Allow buffer time. Shoots almost always take longer than expected.
Confirm people and permissions
Confirm everyone appearing, including spokespeople, talent, customers and staff, and their call times. Obtain written consent or release forms from everyone filmed or photographed, especially if images will be used in advertising. Agree usage rights with any paid talent.
Confirm locations
Visit or review locations in advance. Check light at the shooting time, noise, power, access, parking and any permissions or fees required. Have a back-up plan for outdoor shoots in case of weather.
Assign roles
Name a producer who manages the day, a client representative who can approve decisions on set and the crew responsible for camera, sound, lighting and stills. Agree who has the final say if plans need to change.
Capture more than the brief
Collect additional material: alternative takes, details, cutaways, ambient footage and candid moments. These can supply future content and give editors options.
Plan post-production
Agree the editing schedule, review rounds and delivery dates before the shoot. Organise and back up files immediately after the shoot.
Our work as the Ghana-based production partner for HEMU/HES-SO's research project Traditional Ghanaian Rhythms included coordinating local production and capturing professional multi-camera video and location audio with Ghanaian musicians and cultural specialists.
PR369's Creative service covers content creation, video, reels and photography. Email info@pr369.com with your campaign, its deliverables and your timeline. We will begin with a strategy conversation.
