Why Pre-Production is the Most Overlooked Key to a Great Project
Every unforgettable campaign starts long before the camera rolls. Pre-production is where the real magic begins. At DominionHQ, we’ve studied what works—and what misses. Coca-Cola’s Super Bowl ads, for example, are unforgettable not because of flashy visuals, but because of the planning, scripting, and audience insight baked into every second. Pre-production means asking the right questions: Who’s watching? What do we want them to feel? How do we want them to respond? This is where messaging is refined, stories take shape, and crews align. When it’s done well, everything else flows smoother—production, post, and launch.
We’ve seen projects fail not because the idea wasn’t good, but because the prep was rushed. The visuals may have been sharp, but the message? Lost. That’s why we always come back to this: slow down upfront to go fast later.
Coca-Cola’s Super Bowl ads, for example, are unforgettable not because of flashy visuals, but because of the planning, scripting, and audience insight baked into every second.
Sam Piters
Whether you’re producing a music video, launching a product, or building a brand film, take your time here. Sketch out the story, budget wisely, lock in your people, and think through your goals. Coca-Cola’s creative teams have storyboards weeks in advance. They test narratives and fine-tune dialogue. Their polish comes from preparation, not improvisation. And it shows. So before you rush into gear rentals and camera setups, zoom out. Think about the why. Plan the heartbeat of the project. Because when the foundation is strong, everything else stands taller.
