November 2026 · 7 min read · By the Moov Studio team
Viewers only see the finished video. But most of what makes a video good (or painful and over budget) is decided before production even starts.
That's pre-production: the planning stage where the idea, message, script, visuals and schedule all get locked in. Get it right and production runs smoothly. Skip it and you pay for it later in reshoots, re-animation and missed deadlines.
What Is Video Pre-Production?
Video pre-production is everything that happens before filming or animation begins. It turns an idea into a clear, approved plan: what the video says, who it's for, how it looks, who does what, and when.
It's the first of three stages in the video production process:
- Pre-production: planning and preparation
- Production: filming or animating
- Post-production: editing, sound, color and delivery
Why Pre-Production Matters
- Changes are cheapest now. Editing a script line costs minutes. Changing a finished scene can cost days.
- Everyone aligns. The client, creative team and crew all approve the same plan.
- Budgets and timelines become realistic. You know exactly what you're making before you commit resources.
- The final video is better. Every decision serves one clear goal.
The Key Steps of Pre-Production
1. Brief and goals
Define what the video must achieve, who it's for, the key message and where it will be published. One sentence should capture the goal, like "Help trial users understand our core feature in 60 seconds."
2. Concept and creative direction
Brainstorm ideas, choose the tone (playful, serious, emotional) and the style: live action, 2D or 3D animation, or a mix. Collect references and mood boards.
3. Script
Write and approve the script. For explainers, that's about 150 words per minute. (See our script writing tips.)
4. Storyboard
Turn the script into frame-by-frame visuals, so everyone can "see" the video before it's made. (Here's how to storyboard a video.)
5. Planning and logistics
For live action, this means the budget, schedule, crew, casting, locations, permits, equipment and call sheets. For animation, it means the style frames, voiceover casting, production schedule and review rounds.
6. Final approval
Sign-off on the script, storyboard, style and schedule before production starts.
Pre-Production for Live Action vs Animation
| Live-action video | Animated explainer | |
|---|---|---|
| Team | Producer, director, DP, crew, cast, designers | Scriptwriter, storyboard artist, illustrator, animator, voice actor |
| Logistics | Locations, permits, equipment, scheduling people | Mostly digital, with no locations or permits |
| Visual planning | Shot lists, storyboards, location scouting | Storyboards, style frames, character design |
| Biggest risk | Weather, availability, reshoots | Late changes after animation starts |
| Typical pre-production time | Weeks to months | About 1–2 weeks of a 3–6 week project |
Pre-Production Checklist
Use this checklist before production starts:
- ☐ Goal written in one sentence
- ☐ Target audience defined
- ☐ Key message and up to three supporting points
- ☐ Where the video will be published, and which formats (16:9, 9:16, 1:1)
- ☐ Budget and deadline agreed
- ☐ Style and tone chosen, with references
- ☐ Script approved
- ☐ Storyboard approved
- ☐ Voiceover or casting chosen
- ☐ Schedule and review rounds agreed
- ☐ One person responsible for consolidated feedback
Top Tips for a Smooth Pre-Production
- Start with the goal, not the visuals. Pretty ideas that don't serve the goal waste time.
- Involve decision-makers early. A CEO who sees the video for the first time at final delivery is a recipe for expensive changes.
- Lock the script before visuals. Changing words after the storyboard means redrawing.
- Plan every format upfront. Vertical and square versions are much easier when they're designed in from the start.
- Agree on feedback rounds. Know how many revision rounds are included, and send one consolidated set of comments each time.
- Leave buffer time. Something always comes up, whether that's legal review, holidays or a product change.
Want a studio to handle pre-production for you? Briefing, scriptwriting and storyboarding are included in every Moov explainer project. See packages on our pricing page.
Frequently Asked Questions
What is pre-production in video? The planning stage before filming or animation begins: defining goals, writing the script, storyboarding, choosing a style, and organizing budget, schedule and team.
What are the main steps of pre-production? Brief and goals, concept and creative direction, script, storyboard, planning and logistics, and final approval.
How long does video pre-production take? For an animated explainer, usually about 1 to 2 weeks. For live-action productions, it can take weeks or months depending on scale.
What's the difference between pre-production and production? Pre-production is planning and preparation. Production is the actual filming or animating, based on that plan.
Is pre-production different for animated videos? Yes. There are no locations, permits or physical crews. The focus is on the script, storyboard, visual style, character design and voiceover.
Let Us Handle the Planning
At Moov Studio, we've been running pre-production for animated videos since 2018. You bring the goal, and we handle the brief, script, storyboard and style, with your approval at every step.
See our pricing or browse our work.
Have a project in mind? Tell us about it and we'll get back to you with a quote.