Pre-Production
What is Pre-Production?
Pre-production is the planning stage of a project: where scripts are written, visuals are designed, logistics are arranged, and all creative decisions are made before any filming or content generation starts.
At a glance
- Also known as
- PrepDevelopment and prepPre-pro
- Used for
- Script development and breakdownVisual direction and mood boardingScheduling and budgetingAI prompt and reference developmentCasting and location scouting
- Common tools
- Final draftMovie magic schedulingMilanoteStudioBinderMorphicAdobe firefly
- Related terms
- Pre-visualizationMood boardPost-productionProduction designStoryboardPipeline
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How it compares
Production is the phase in which primary content is actively captured or generated: principal photography, AI video generation, or 3D rendering. Pre-production is the preparatory phase that precedes it, in which all creative and logistical decisions are made. Production executes the plan; pre-production makes the plan.
Think of it like…
Pre-production is like building the blueprint and preparing all the materials before constructing a building. No matter how skilled the builders, attempting to construct without a blueprint: or discovering midway through that the wrong materials were ordered: will be far more costly than resolving those questions before construction began. The same principle applies to filmmaking and AI content creation.
Pro tip
In AI production, invest pre-production time in building a comprehensive reference image library for each character, location, and visual style in your project: the time saved in maintaining generation consistency during production will far exceed the time invested upfront.
Types and variations
- Pre-production activities vary by medium and scale.
- In live-action film, pre-production encompasses script breakdown, casting, location scouting, production design, costume design, scheduling, budgeting, and technical preparation.
- In animation, it replaces location scouting and casting with character design, world-building, and voice recording preparation.
- In advertising, pre-production includes briefing, concept development, treatment writing, casting, location finding, and board presentation.
- In AI filmmaking, pre-production uniquely involves prompt architecture development, reference image curation, LoRA or style model preparation, and the establishment of generation parameters and visual consistency frameworks before any generation work begins.
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Try MorphicCommon use cases
- Pre-production is a universal phase in any professional creative production.
- For a feature film, it encompasses all preparation from greenlight to the first day of principal photography.
- For an AI-generated advertising campaign, it includes defining the visual aesthetic, preparing character and style references, briefing the AI workflow, and planning the shot list before generation commences.
- Even for a solo AI filmmaker, spending time in pre-production: establishing the visual direction, building a reference library, writing a structured prompt system, and planning the narrative: produces dramatically better results than beginning generation without preparation.
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FAQs
During film pre-production, the script is developed and broken down, the budget and schedule are established, cast and crew are hired, locations are scouted and secured, production design and costumes are developed, and all creative and logistical plans are finalised before filming begins.
Pre-production resolves creative and logistical questions at a fraction of the cost of addressing them during production. Every hour of thorough preparation typically saves multiple hours ( and significant budget ) during production and post-production.
In AI filmmaking, pre-production includes preparing character and style reference images, developing prompt architecture, selecting and configuring generation models, and establishing visual consistency frameworks. These AI-specific preparation tasks directly determine the quality and consistency of generated outputs.
A script breakdown is the process of systematically analysing a screenplay to identify all of the production elements it requires: cast, locations, props, costumes, VFX, stunts, and practical effects: and organising them by scene. It is the foundation of the production schedule and budget.
A production designer is responsible for the visual concept and physical realisation of all environments and sets in a film. During pre-production, they develop the aesthetic framework for the production's visual world, oversee set construction, and collaborate with the director and cinematographer on the overall look of the film.
Pre-production length depends on project scale. A major studio film may require 12 months or more. A commercial may need one to four weeks. An AI short film may benefit from even a few days of structured preparation. The principle is to allocate enough time to resolve all significant creative and logistical questions before production begins.
