Previsualization (often shortened to previs or previz) is the process of creating preliminary visual sequences of a commercial or film before principal photography begins.[1] In advertising previsualization, this means creating animated sequences that show exactly how a spot will look—including camera angles, timing, visual effects, and talent blocking.[2]
How Previs Differs from Storyboarding
While storyboarding produces static 2D illustrations of key frames, previsualization creates animated sequences that show camera movements, timing, lighting, and spatial relationships in action.[1][3] This makes previs particularly valuable for commercials involving complex visual effects, stunts, precise choreography, or multi-camera setups where the spatial layout of a scene is critical.[3]
Commercial previz serves multiple purposes.[2] It helps directors communicate their vision to clients and production teams, identifies potential technical challenges before expensive shoot days, and allows for creative experimentation without real-world constraints.[2] Changes during production are extremely costly—crew, talent, and location costs can run into thousands per hour—whereas changes during previs cost a fraction.[5]
When Previs Makes Sense
Previs for ads is most valuable for high-budget productions where technical complexity creates risk.[5] Automotive commercials with CGI vehicles, food and beverage ads requiring precise product shots, luxury brand campaigns with elaborate set pieces, and any spot involving visual effects all benefit from previsualization.[3] For these projects, previs typically pays for itself many times over by preventing costly mistakes on set.[5]
Previs also plays a role in the script-to-screen workflow, sitting between storyboarding and production planning.[4] It provides the production team with a precise blueprint for execution, reducing uncertainty and improving efficiency on shoot days.[5]
The Business Case for Previs
The return on investment for previsualization is well documented.[5] On high-budget shoots, even a single wasted setup can cost tens of thousands in crew time, talent fees, and location charges.[5] Previs identifies potential problems—a camera move that does not work in the physical space, a transition that feels awkward at actual timing, a product shot that lacks impact—before those costs are incurred.[1][5] For productions involving visual effects, previs is particularly critical, as it defines the precise camera data and framing that VFX teams need to deliver smooth integration.[1][3]
AI-Powered Previsualization
Previs has traditionally been created using 3D animation software, requiring specialised skills and significant time investment.[2] AI tools are now accelerating this process—allowing teams to generate photorealistic previs sequences faster and at lower cost.[5] AI storyboarding and AI animatic technologies can produce previs-quality content that was previously only achievable with dedicated 3D studios, making previsualization accessible for a wider range of projects and budgets.[4]
Myth Labs combines AI image and video generation with expert creative direction to produce previs-quality content for advertising—faster and more affordably than traditional methods.[5]
Sources
- Previsualisation (previs) artist in the VFX industry — ScreenSkills, 2021
- What is Previs — The Art and Process of Previsualization in Film — StudioBinder, 2020
- Previsualization in Film and Media — GarageFarm, 2022
- What is previs: How can previsualization turn your film or game into a blockbuster? — Rokoko, 2023
- How to Master Film Previsualization: A Money-Saving Guide for Producers — Filmustage, 2023