Production workflow
The product video production process from brief to delivery
Define the job, lock the product facts, plan the proof, choose how to create each shot, then review and deliver with a record of what was approved.
Six stages and six approval gates
- 01
Brief
Output audience, buyer question, placement, deadline, and owner. Confirm that everyone agrees on one job.
- 02
Facts and rights
Lock the product sheet, approved claims, assets, talent, music, and locations.
- 03
Shot plan
Approve storyboard, shot list, ratios, sound, and poster plan.
- 04
Production
Capture camera originals, generated shots, screen records, or a hybrid.
- 05
Post-production
Complete picture, sound, captions, graphics, color, and review.
- 06
Delivery
Package the master, channel versions, poster, captions, and rights record.
Give every decision an owner
Marketing owner
Owns the business goal, audience, channel, and deadline.
Product expert
Owns physical behavior, parts, claims, labels, and included items.
Creative lead
Owns story, visual direction, script, and storyboard.
Producer or operator
Owns schedule, capture method, files, and version control.
Approver
Owns consolidated feedback and final acceptance.
Choose the capture method shot by shot
Film
Use when exact behavior, talent performance, sound, regulated proof, or complex interaction must be captured.
Image to video
Use when an approved image supports a concise reveal, simple action, scale cue, or product-led atmosphere.
Create a product marketing video from one imageScreen record
Use when the experience is genuinely digital and the real interface can be captured safely.
Hybrid
Use when different shots carry different evidence, rights, and cost needs.
Keep the product fact sheet beside the storyboard
- Approved source images and exact model, color, and dimensions.
- Parts, controls, opening direction, materials, and included items.
- Permitted and prohibited claims.
- Packaging text, logos, and known failure risks.
Review picture, sound, copy, and rights separately
Picture
Check product identity, action, continuity, crop, and result.
Sound
Check intelligibility, license, levels, and silent fallback.
Copy
Check claims, captions, names, prices, and localization.
Rights
Check people, music, locations, sources, marks, and usage terms.
Deliver a package that another person can use
- Approved master and channel-specific exports.
- Poster frames and captions where needed.
- File names with version and approval status.
- Source and prompt records for generated shots.
- Rights, expiration notes, upload owner, and destination.
Adapt the same process to product, explainer, and corporate video
| Video type | What changes most |
|---|---|
| Product video | Product facts, physical behavior, scale, variants, and the buying question. |
| Explainer video | Script logic, examples, screen accuracy, narration timing, and comprehension. |
| Corporate video | Stakeholders, locations, people, interviews, legal review, and long-term use. |
Frequently asked questions
Production workflow FAQ
Practical answers for handoffs, feedback control, AI shot selection and final delivery.
What are the main stages of video production?
The main stages are brief and verified product facts, shot planning, production, post-production, review, versioning, and delivery. Approve a shot list before production and a master before resizing, and assign an owner to each handoff.
Where does AI fit in the production process?
AI can enter the shot-production stage when an approved product reference and the required action make image-to-video suitable. Planning, factual review, rights checks, and delivery still remain. Use real capture when the shot must demonstrate exact physical behavior or performance.
How do I stop product-video feedback from becoming endless?
Ask one person to consolidate feedback and classify every comment as factual error, buyer clarity, brand preference, or new scope. Review against the agreed shot job and limit each round to named decision makers; contradictory taste notes should be resolved before they reach the editor.
Which shots are suitable for AI production?
AI fits controlled reveals, atmosphere, camera movement, scale cues, and simple actions that an approved source image can support. Use capture for exact mechanics, complex hand contact, hidden interiors, regulated claims, or any result that must be demonstrated rather than inferred.
What should the final delivery package include?
Include the approved master, placement-specific ratios and durations, captions or subtitle files, poster frames, clean versions without platform overlays, naming conventions, rights records, and a short manifest of where each file belongs. Keep source and project files only when the scope includes them.
Create with MakeAD
When the shot plan is ready, create the product moment you still need
Use an approved product image and a clear shot direction to create a short product clip, then return it to the same fact, rights, and review process as every other asset.
Create the missing planned shot