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Process · February 28, 2024
The Invisible Craft
The work that makes the work possible — what happens in the three weeks before a frame is rendered.
The most important work happens before the work begins.
Pre-production is invisible to clients and audiences alike. They see the output — the film, the campaign, the identity. They don’t see the three weeks of bad ideas that led to the good one.
We’ve started being more transparent about this phase. Not because we want credit for the process, but because we believe clients make better decisions when they understand that deliberation is part of what they’re buying.
The final frame is only as good as the thinking behind it.