Pre-Production 101: How to Set Your Product Video Up for Success

What to Expect During Pre-Production for Your Product Video (and Hidden Costs to Watch Out For)

So, you’ve decided to make a product video. That’s a smart move. A well-made video can showcase your product, connect with your audience, and drive serious results.

But before you dive into filming or designing, there’s one crucial step that sets the entire project up for success: pre-production.

This is where the strategy comes in. It’s the phase that helps shape your video’s message, structure, and look before anything is actually created. Put in the work here, and everything that follows becomes a lot easier.

So what exactly should you expect from a video production company during pre-production? And how can you prepare on your end to make sure things go smoothly?

Let’s break it down. Plus, we’ll flag a few hidden costs that many companies don’t mention upfront. (Don’t worry, Wavely is transparent about all of this from day one.)

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What Happens During Pre-Production

The pre-production phase is where your creative team gets to know your brand, your goals, and your product inside and out. This step ensures the final video feels like a true extension of your brand and gets the right message across.

Here’s what you can expect to happen during this stage:

Discovery and Planning
Your production partner will ask a lot of questions about your product, your brand story, and your goals. You do not need to have all the answers. This is a collaborative process to help clarify your vision and direction.

Concept Development
Once your team understands your goals, they’ll start developing creative ideas for your video. This could include potential storylines, visual styles, and messaging angles that connect with your audience.

Scriptwriting
The script is the foundation of your video. It shapes the tone, the pacing, and the way your product is communicated. Expect some back and forth to make sure the words feel right and reflect your brand voice.

Storyboarding
Now comes the visual blueprint. The team will sketch out how each scene will look, giving you a clear preview of how the video will flow. This is your chance to provide feedback before production begins.

Casting and Locations
If your video involves actors or filming on location, this is when the logistics come together. Your team will handle the details but will look to you for input on the best fit.

If you are still in the process of choosing a team to work with, check out our article on how to shortlist the right product video company.

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Hidden Costs to Watch For

This is the part where a lot of people get surprised. Some production companies do not include all the pre-production costs in their initial quotes, which means you could be facing extra charges later.

Here are a few to be aware of:

Revision Fees
Some teams charge for extra rounds of script edits or changes to the storyboard. At Wavely, we offer unlimited revisions as long as they are reasonable. We believe great videos come from great collaboration, not counting change requests.

Talent and Location Costs
Hiring actors or securing locations often comes with added fees. Some companies leave these out of the first estimate, so always ask if these costs are included upfront.

Music and Licensing
If you want to use specific music or stock footage, licensing fees can add up quickly. Make sure to clarify whether these are included in your package or billed separately.

Wavely believes in being upfront and honest. That means no hidden charges. No last-minute surprises. Just a clear process that helps you stay on track and within budget.

How to Make Pre-Production Smoother

If you want the entire process to go smoothly, there are a few things you can do as a client to help things move in the right direction.

Be clear about your goals
Know what you want the video to do. Are you trying to drive sales, explain a product feature, or build brand trust? The clearer your goals, the better your team can align with them.

Understand your audience
The more you can share about who you are trying to reach, the easier it is to shape the message in a way that connects.

Stay open to feedback
You bring the brand expertise. Your production team brings creative insight. The best videos come from a healthy back-and-forth between the two.

Ask questions
If something is unclear, speak up. There are no bad questions. A little clarity early on can save a lot of time later.

Final Thoughts

Pre-production might not be as exciting as seeing the final video, but it is the most important part of the process. It sets the tone, shapes the message, and lays the groundwork for a successful project.

At Wavely, we make pre-production simple and stress-free. We guide you through every step and keep you in the loop so you always know what to expect.

No hidden fees. No surprises. Just a team committed to bringing your vision to life.

Ready to create a product video that actually delivers? Let’s get started.

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