Why You Should Map Your Creative Production Process

We get it. Creative production, as fun as it sounds, is inherently granular and complex. It’s not just shooting photos and videos, and bang, you’re done. In reality, someone has to take a picture, some else has to select images on set, along a chain of people who enhance or approve the content.

So when our clients come to us for help, we usually recommend that they map their team’s workflow. Without some encouragement, few companies dedicate the time and resources to do this preliminary work. But it could improve their team’s productivity and well-being and the quality of the final deliverables.

What are the key benefits of mapping your creative production workflow?


Visualize a complex process and spot inefficiencies

Depending on the size of your team and on the type and number of deliverables that you’re producing, the end-to-end process can be more or less complex. Taking a snapshot of your creative ops process at an instant, ideally from capture to finish, will help better understand the inefficiencies and spot bottlenecks or patterns in usage. With this map in front of you, inefficiencies, problems, and sometimes solutions suddenly become obvious. It’s a great start to figure out where you want to make changes.


Clearly communicate the creative production process to all team members

There is a lot to keep in mind: What are the deliverables, who is involved, what are the tools used, setting this shoot up and getting all the assets moving through the pipeline… Mapping helps to document all the relevant facts and communicate with other team members. A documented process is also extremely helpful toward smoothly on boarding new employees or freelancers.


Ensure understanding of the creative production process

Mapping is a collaborative process. It forces you and everyone on the team to go step-by-step, verbalize what they do, and eventually spot inefficiencies or current miscommunications. By having every team member review the final map, you ensure that everyone is on the same page.

Note that a map may be in constant flux and evolution – as you will soon spot the inefficiencies and want to address them. If the process is working and performing well, why not use it as a template for other teams or divisions?


Watch the webinar recording “Fine-tuning Your Creative Production Workflow” with Senior Product Manager Brian Stuckey to learn more about mapping your creative production workflow.