Part I · Define the Job
- Enterprise Is an Operating Environment
- Start With the Business Job, Not the Camera
- The Brief Is a Decision Document
A practical guide for organizational buyers
The Enterprise Video Production Playbook
How Marketing, Communications, HR and Product Teams Plan, Procure, Produce and Scale Corporate Video
A field guide for teams that need video to survive real budgets, procurement, stakeholder approvals, production constraints and review. It helps buyers define the job, compare scope and keep the work useful after the first deliverable ships.
Buy on AmazonThe operating environment
Enterprise video is not a budget tier
Enterprise video production is the work of making video inside an organization where multiple systems, stakeholders and risks affect what can be made, how it can be made and who may approve it. It is an operating environment, not a visual style.
William Cook wrote the playbook to make that environment easier to manage. It focuses on the decisions that shape the work before a camera rolls: the business job, the brief, procurement, approval ownership, scope, rights and the review path.
Who it is for
For the people responsible for making the project work
MarketingCorporate CommunicationsHR and PeopleProductProcurementAgency and ProducersExecutive Sponsors
Inside the book
From definition to a repeatable production system
Part II · Build the Production
- Procurement and partner selection
- Creative development and pre-production
- Production day and interviews
- Post-production and review
Part III · Make It Useful
- Budgets and department use cases
- Governed uses of AI
- Content systems and reusable deliverables
- San Francisco and Bay Area production
Working frameworks
Decision tools, not production theater
Eight-Part Job Definition
Translate the request into the business job, audience, action, message, proof, distribution, constraints and decision owner.
Decision Ownership Map
Separate input, factual review and final approval before comments begin to conflict.
Shootability Gate
Test whether the approved idea can be executed under the actual schedule, access and operating conditions.
Production Change Triage
Distinguish harmless adjustments from changes that affect safety, schedule, budget, rights or the agreed story.
Scope Normalization
Compare proposals against the same deliverables, assumptions, exclusions and review path.
Govern, Map, Measure, Manage
Place AI inside an accountable workflow instead of treating it as an unowned shortcut.
Companion tools
Use the templates with a live project
The companion library turns the book’s planning and production controls into editable working documents. The resources are free to view and download; no form is required.
Open the companion resources
About the author
William Cook
William Cook is the Founder and Executive Producer of Luma Creative, a San Francisco video production company. He founded Luma Creative in May 2015 and oversees production strategy, scope and senior decisions from the first brief through delivery.
About Luma Creative
Production experience behind the playbook
Luma Creative plans and produces enterprise, corporate, commercial, brand and product video in San Francisco and the Bay Area. The book turns the operating realities behind that work into a practical system for buyers and production partners.
The Enterprise Video Production Playbook
Build the production around the decisions that matter
Available from Amazon in Kindle and paperback formats.
Buy on Amazon