IDEAS TO REALITY

Once the initial ideas are finalised I'll start to develop them. This usually involves more refined research with initial contacts. If there is already a storyboard I'll go through each frame and make lists of requirements. I'll analyse all the effects involved and decide how these should be done. I'll also try to work out an ideal art department schedule based on what and when things should be built, leaving the more complicated, time consuming parts until later to allow sufficient prep time.

I'll work out which crew the job would ideally suit, especially which stylists and assistants to contact and check their availability.

The design can be initially drawn up to scale (CAD is useful here as it's so editable) and a first visual can be started. I tend to work on the visual and scale drawings simultaneously to make any changes relevant to both at virtually the same time.

About half way though this process I'll do a more refined budget. This would usually include all labour requirements, materials, props and transport. I work these up on a pre-formatted spreadsheet. This includes all the latest daily rates etc. and again is very editable. Here I find the trusted gut reaction valuable. If a cost feels right, it generally is. So I work it out thoroughly and then compare with my gut reaction.

Once the stylist is contracted the props choice can be photographed, these are all collated for the mood boards. There is little point in me drawing up critical props that are not available or don't exist so I try to find this out as early as possible in the production.

Once the visual is complete and the budget agreed I'd get the package ready to send to the production company. For an average job this should include scale drawings, mood boards, colour samples and the finished visual together with a final estimate for the producer.