Numbers in Motion

At Leap Group, we create content viewers actually want. That’s why our motto is “Market less. Matter More.” The phrase itself says it: We don’t want you to spend time and money on shipping anything that won’t execute. Before we ship any video or animation project, LEAP Frame –  Leap Group’s content production agency –  takes a few steps to get us and the client on the same page.

First, we schedule what we call a “Discovery Meeting” with the client. They know who their target audience is and maybe they already know the message they’re trying to get across, but we want to understand both parts as well. So, we use this meeting to lay out the steps that will take their idea and turn it into a successful video or animation.

In the Discovery, our team asks a lot of questions upfront to understand our client’s video needs and get to know their brand. Some questions we might ask are:

  • What is the purpose of the video? Are we trying to create brand intrigue? Or is this video purely informative?
  • Who are we trying to reach?
  • What can you tell us about your target audience?
  • What are the key takeaways?
  • Will this content be used on the web, or is it a commercial spot?
  • Do you have a hard deadline for the video?
  • Is there a budget you’re trying to work within?

All of these questions help us determine the production quality, cost and messaging of the video.

Once we’ve aligned on budget and scope, we begin preproduction. This is the phase in which we make sure the messaging is on point and organize all of the pieces it will take to make the shoot or animation happen. 

These are some of the questions we dig into during preproduction:

  • What is the core message we need to convey in your script?
  • Does your message need to hit home emotionally or on a serious note? Or does your story need a little humor to lighten the subject matter?
  • What are your brand guidelines? How can we design your animation to align with your brand look and feel?
  • Should the talent in your video be considered friendly and approachable? Or should they be more aspirational?
  • What kind of wardrobe style would your target audience relate to?
  • What are the types of settings or activities your consumers enjoy?

By ironing out these details in the beginning, we are creating a solid foundation with executable steps for any shoot or animation. At LEAP Frame, we feel it’s always better to spend time in preproduction to set everyone up for success from the beginning of a project.  


  1. Build out the concept of the content.
  2. Write the script(s).
  3. Draw storyboards.
  4. Begin any design work.
  5. Search for appropriate casting.
  6. Scout locations.
  7. Assemble props.
  8. Gather the wardrobe.
  9. Book the crew.

Preproduction is a very collaborative process between our team and the client. Through this collaboration we are able to build trust and make sure everyone is on the same page before content is created or gathered. It ensures that everyone is showing up to the shoot with accurate expectations of what will be happening, who will be playing what role, and what content we will be walking away with when the shoot is shipped.