The first step is obviously to establish what we’re making. What’s it’s purpose and crucially, how do we want people to feel? I say that because (as I’ve mentioned above) motion is fantastic for conveying emotion.
Where’s it going? If it’s going to end up on a TV screen, it needs to be landscape format. But if it’s going to appear on lots of social channels, the most catch-all dimension is square. If it’s going to appear in multiple locations, it needs to be designed for coherent reformatting. We also need to think about duration and file size. At the time I’m writing this, ads for social channels are best kept under 20 seconds, for instance.
And then there’s the look. Is there any existing collateral, or are we starting from scratch?