Concept Development

Our pledge to you is, “You dream it, we’ll deliver.” We want to make your vision a reality. A big part of that is refining your vision during the concept process to smooth out any rough edges and fill in any gaps. Our goal is to give you a final product that actually exceeds your initial expectations. We want to do that with maximum input and minimum stress on your part

As any business leader will tell you, minutiae can be deadly. Or, as an old proverb goes, “The devil is in the details.” Frankly speaking, your time is valuable. You’re paying us to help your business run more smoothly and more productively, not to bring a million questions and problems to your desk. It’s our job to anticipate your needs, to understand your objectives and to develop the best way to present your message for maximum relevancy and impact.



During the concept phase, we’ll work out an initial production plan to ensure we’re perfectly aligned with your project mission. There must be no misunderstandings or missed opportunities. That means an extensive interview with you to make sure we’ve covered every base and have a crystal clear agreement about the message you want to present. Once we have a solid idea of what you want to achieve our producers and scripting experts will collaborate on a game plan.

Some companies will bang out a simple script and hand it to you for rubber-stamp approval. And, it might be tempting for you to just OK what they’ve given you. After all, they’re the experts, right?

The Hencar Style

We don’t come to the table with just one scenario. We’ll describe all of the options available for your video, and get your feedback on each of them. Do you want to include a personal message? Would you rather rely on actors? What locations (your business, locations around town, a studio shoot) would highlight your message most effectively? Do you need animations or graphics to clarify certain points? It’s our job to consider all of these and countless other factors that will affect the final video.

If, during this process, you say something like, “I hadn’t thought about that,” or “I didn’t know we could do that!” then we’ve done our job in defining the concept. We don’t want you to pay for a video, then see a competitor’s video and think, “I wish I’d done that instead!” If that happens, we’ve let you down. You need to know what’s possible before the first word of the script is written.

In turn, we need you to play your part. That’s why we emphasize, “partnering” with our clients. Even though we take care of the details, we want you to be an active participant in the process. We want you to be completely honest with all of your feedback. It’s true, we have decades of experience in all aspects of video production, but you are the expert in your field. If you have any hesitations or doubts about any part of the concept, we want you to voice them without reserve. Remember, ultimately this is about your message, your business, your organization. No one knows more about those areas than you. We aim to present you in the best light possible, but to do that we need your honest input. Your satisfaction is our top priority.

The concept is just one part of the pre-production process. We will loop you in at other critical phases of the process to get your input, and to ensure the project is unfolding the way you envisioned. To get a better idea of how we’ll work with you during some of these phases, check out our posts such as storyboarding, scriptwriting and project budget.
View our other pre-production services: