Concept & creative direction
We shape the central idea, tone and visual language around the audience and the action the video needs to support. Treatments and references give stakeholders something concrete to evaluate before production begins.
Before the cameras roll
Creative Development & Pre-Production
Luma Creative turns an approved brief into production-ready creative. We develop the concept, message, script, interview approach, visual plan and shoot logistics for corporate, commercial, brand and enterprise video.
ConceptA clear creative direction tied to the audience and goal.
ScriptWords, interview questions or a narrative structure ready for review.
Visual planStoryboards, shot lists and references when the production needs them.
Shoot planCasting, locations, crew, schedule and logistics brought together.
From brief to shoot-ready
You bring the business context. We build the production plan.
A strong brief may arrive as a campaign strategy, a product launch date, an internal communications need or an agency treatment. Luma Creative identifies what the audience must understand, what stakeholders need to approve and what the crew needs in order to deliver it.
Useful inputsAudience, objective, brand guidance, deadline, channels and known constraints.
Practical outputsAn approved creative direction and a plan the production team can execute.
Creative development
Decisions made before production protect the work on screen
Not every project needs the same documents. We use the planning tools that make the idea clearer, the approvals easier and the shoot more predictable.
Messaging & narrative structure
We identify the hierarchy of messages, the proof each claim needs and the most natural way to move viewers through the story. This can support a commercial, an executive message, a customer story or a product launch.
Approvals & production fit
Creative choices are tested against the schedule, locations, talent, deliverables and available production resources. The aim is an idea the client can approve and the crew can actually produce.
Scriptwriting & interviews
Give every speaker and scene a clear job
Luma Creative’s script writing services range from fully scripted voiceover and on-camera copy to interview questions, story beats and message frameworks. The approach depends on who is speaking and how natural the performance needs to feel.
Executives & employeesInterview prompts and message preparation that keep answers useful without making people sound rehearsed.
Customers & case studiesQuestions built around the audience’s real decision, with room for an authentic response.
Products & launchesScripts that make features understandable while keeping the product connected to a practical use.
Commercial & brand workDialogue, voiceover and visual beats shaped around the campaign concept and required versions.
Visual planning
Storyboards and shot lists make the idea visible
For productions with multiple scenes, effects, locations or stakeholder approvals, visual planning shows how the story will work before shoot day. Simpler interviews may only need a focused shot list and reference frames.
Storyboards
Frame-by-frame sketches or visual references for sequence, composition, action and transitions.
Shot lists
A practical capture plan covering the angles, performances, product details and supporting footage the edit requires.
Deliverable planning
Aspect ratios, cutdowns, stills and platform versions considered early enough to influence framing and coverage.
Pre-production
Bring the people, places and schedule into one plan
Once the creative is approved, Luma Creative organizes the production details around it. The result is a plan that clients, talent and crew can follow.
Casting & contributors
Select the right on-camera talent, employees, executives or customers and prepare them for the role they play.
Locations & sets
Confirm access, sound, light, art direction, permits and the practical needs of each scene.
Crew & equipment
Build the production team and technical package around the creative, location and delivery requirements.
Schedule & logistics
Sequence the day, identify dependencies and give every participant the information they need before arrival.
Built for shared ownership
A production partner for internal teams and agencies
Enterprise video rarely has a single stakeholder. Luma Creative can lead creative development from the brief or work inside an established campaign led by an internal team or agency.
We keep the production decisions connected to the audience, review path and final deliverables, so marketing, communications, People teams, product leaders and agency partners can approve the work at the right points.
Project proof
Planning technical stories for a real audience
For SiFly, the team developed the narrative, script and visual approach before production, translating a complex product into a clear launch story.
SiFly product launch
From advanced technology to a film people can follow
Discovery clarified the audience and product value. The script gave the technical detail a human structure, while storyboards and shot lists mapped the visual sequence before the crew arrived.
Questions clients ask
Creative development and pre-production
Can Luma Creative start with an existing agency treatment?
Yes. We can take responsibility for the defined production scope, adapt the treatment to the location and crew, and work with the agency through approvals and delivery.
Do all projects need a script and storyboard?
No. A commercial with designed scenes may require both. An interview-led project may only need messaging, questions, a shot list and a clear production schedule.
Can you help executives or employees prepare for interviews?
Yes. We develop questions and message guidance, explain what to expect on set and create room for natural answers rather than forcing a memorized performance.
What happens after the creative plan is approved?
The project moves into the production workflow: final scheduling and logistics, the shoot, post-production, review and delivery. See Luma Creative’s process for the full engagement path.
Start with the brief
Have an idea that needs a production-ready plan?
Share the audience, goal, deadline and what your team already knows. Luma Creative can shape the creative and production plan from there.