Map media before creative
List where the spot will run and the aspect ratios you need. Meta, YouTube, CTV and linear TV punish the same frame differently. Build the shot list around those constraints.
Write for the mute scroll
On social, assume sound is off. Put the offer or product truth on screen early. Keep voiceover as enhancement, not the only carrier of meaning.
Plan end cards and offer variants
Commercial video producers who ship one locked ending force marketers to re-edit later. Scope end-card and offer variants in production so testing is cheap after launch.