Summary
Three points to use.
- Define the creative concept, shot list, deliverables, schedule, and audience before comparing quotes.
- Separate crew, location, travel, talent, equipment, production, post-production, and licensing costs.
- Confirm usage territory, duration, channels, paid media rights, and future adaptations in writing.
Define the production requirement
Write the concept, audience, products or people, shot list, visual references, formats, quantities, aspect ratios, duration, and deadline. The same idea can require very different production depending on the intended outputs.
Separate the resource drivers
Ask each quote to identify creative development, crew, location, travel, talent, styling, props, equipment, permits, production days, editing, colour, sound, subtitles, versions, and revisions.
- Concept and pre-production
- Crew, equipment, and location
- Talent, styling, and props
- Capture days and travel
- Editing, adaptations, and delivery
Confirm rights before publishing
Usage rights should state the channels, territory, duration, paid media use, talent permissions, music or stock licences, ownership, and future edit rights. A lower production quote may exclude the rights the campaign actually needs.