Sky Martinez — Pre-Production

Most bad ads aren’t
shot badly.
They’re planned badly.

Pre-production is where campaigns are won or lost.

Before a camera comes out of the bag, we need three things locked:

Who we’re talking to. What we need them to feel. What we need them to do.

Everything else follows from that.

01

The Creative Brief

Every project starts here. In writing. The ad objective, target audience, platform, message hierarchy, and call to action — documented before we spend a dollar on production.

This isn’t a formality. It’s how we make sure the shoot produces what the ad actually needs. A brief that’s vague at the start becomes wasted footage at the end.

02

Script & Voiceover Copy

If someone’s on camera — or if there’s a voiceover — I write the script. Copy built for video: short sentences, natural rhythm, a hook that earns the next line.

Not every ad needs spoken words. But when it does, the words need to work as hard as the visuals. I write both.

03

Shot List & Storyboard

Every scene planned before we step on location. Not because it’s required — because it protects your shoot day.

No wasted setups. No missing coverage. No arriving on set and realizing the critical B-roll wasn’t on anyone’s list.

04

Location Scout

I scout before we shoot. Lighting conditions, background noise, ambient sound, sight lines, power access. These details can quietly kill an ad in post.

Finding out before the day of is part of the job.

When pre-production is done, you know exactly what you’re getting — before a single shoot day is booked. That’s how we protect your budget and your time.