BEFORE THE SHOOT
Offer or Campaign Focus
Audience
Main Feeling To Create
Main CTA
Priority Formats (reels / ads / BTS / founder clips / testimonials)
6 CORE SHOT CATEGORIES
1. Hook Shots
Capture the first 1–2 seconds that stop attention.
- Founder direct-to-camera openers
- Pattern interruption movement
- Bold text overlays
- Tactile close-up visuals
2. Proof Shots
Show evidence and credibility.
- Team working
- Client assets
- Campaign boards
- Before and after examples
3. Process Shots
Show how the work gets done.
- Planning session
- Camera setup
- Script notes
- Content review moments
4. Product / Service Shots
Show what the audience is buying into.
- Deliverables
- Service outcome visuals
- Environment
5. BTS Shots
Make the brand feel human.
- Setup
- Candid moments
- Retakes
- Team discussion
6. CTA Shots
Capture moments that support direct response.
- Founder invitation to book
- Phone or laptop booking action
- Clear service framing clip
STORYBOARD TEMPLATE — PER CONTENT PIECE
Content Goal
Hook Line
Visual Opening
Proof Element
Shot List
CTA
SHOOT DAY CAPTURE LIST
- 5 hook clips
- 5 educational clips
- 3 founder belief clips
- 3 proof clips
- 5 BTS clips
- 3 CTA clips
- 15–25 flexible B-roll shots
FAST FILMING SEQUENCE
- Shoot direct-to-camera hooks first.
- Capture proof while energy is high.
- Get process and BTS footage throughout the day.
- Finish with CTAs and extra B-roll.
COMMON REEL STRUCTURES
Hook + Lesson + CTA
- Hook
- One strategic point
- CTA
Problem + Proof + Fix
- Pain point
- Visual proof
- Solution
BTS + Voiceover + CTA
- BTS footage
- Voiceover lesson
- CTA close
SHOOT-DAY CHECKLIST
- Brand wardrobe check
- Set and prop check
- Lighting and audio check
- Script bullets ready
- Proof assets ready
- CTA lines ready
- B-roll priority list ready
WHAT TO AVOID
- Filming only pretty visuals
- Leaving founder clips until the very end
- Forgetting CTA footage
- Capturing footage with no content goal behind it