- The place
- An address or a community. For aerial work the airspace is checked from the exact site, not the town, so the address decides what can be flown.
- What it should make people feel
- A café that people want to spend a morning in reads differently from a home people want to live in. The feeling sets the creative direction.
- Where the work will live
- A website, a campaign, a listing, social — the destinations decide the formats a commission is finished in.
- Any date
- Light and weather move a shoot; airspace authorisation can too. A hard date known early is a date that holds.