It is the usual scene. Creatives, brand managers and CMOs sitting inside a presentation room, watching their film for the last time before approving it. It looks crisp and sharp and fulfills all their expectations. They congratulate each other and are ready and eager to share their masterpiece with the audience.
However, is the film that they saw in the presentation room – designed to emulate the perfect viewing experience – the same quality their audience will get to enjoy? Is each delivery being carefully crafted for its intended medium? Are they truly seeing the best that can be squeezed out of the rushes?
Planning ahead of conceptualising the idea
The truth is that mastering your
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