Compare the scope before comparing the total
Two proposals can carry the same campaign title and describe different work. One may cover shoot-day coordination; another may include creative development, casting, the physical set and post-production. Start by agreeing who is responsible for each part. A clear boundary between the brand, agency and production team makes the quote easier to assess.
Write down the photographs and films required, priority outputs, formats, delivery dates and intended channels. Identify what is confirmed and what still needs a proposal. The unresolved decisions should remain visible rather than turn into assumptions.
Separate the creative work from the physical build
A reference image describes an intention, but it does not define every task needed to make the set. Ask the proposal to distinguish concept and design, sourcing, materials, construction, transport, installation, on-set dressing and removal where these are part of the assignment. Confirm what is supplied by the location or another team.
Kitavin Studio’s Fonbet campaign is a useful example of a design decision affecting scope: one modular room became an auction hall, a gallery and Andrea Pirlo’s apartment. Reusing the structure helped control costs and maintain visual continuity. Kitavin Studio handled the set design and build for this campaign.
Agree the team and the time around the shoot
A shoot date is only one part of the schedule. Creative approval, sourcing, preparation, construction, installation and the delivery deadline can all shape the plan. Tell the team which dates are fixed and which have room to move.
Confirm who is providing the photographer or director, crew, casting, styling, equipment and production coordination. An international team may already have some of those roles covered. The quote should reflect the actual assignment rather than duplicate responsibilities.
Define what happens after the camera stops
Agree the image-selection process, retouching, editing, film lengths, crops and final formats. State who approves the work and which review stages are included. Share the planned markets and intended usage so these can be addressed in the proposal.
If the outputs or intended use change, review the scope with the team. A larger delivery package or another set of looks is a production decision, not simply a different name for the same brief.
Send a starting point, not a finished specification
You can begin with the product, references, required outputs, city, dates, existing team and a budget range if available. Ask the proposal to show inclusions, assumptions and the decisions that still need your approval. This gives both sides a useful basis for the conversation without pretending there is one universal campaign price.
- What needs to be photographed or filmed?
- Which creative decisions and team roles are already covered?
- How many settings or looks are required?
- Which dates, outputs and usage requirements are fixed?
- What budget boundary should guide the proposal?
See the work
Explore the Magnurs full-production case in Dubai.
See the Fonbet modular-set example · Read the production briefing guide