Concept development is the process of transforming an initial idea into a well-defined, actionable plan. Often ideas may need to be tweaked to translate well on video or scaled for budgetary reasons. This phase usually involves some initial discovery, brainstorming, research, and strategic refinement to ensure the concept is viable, and aligned with the target audience’s needs so that it resonates and has an impact. This phase is crucial and should never be skipped with the hopes of figuring it out later or onset. It is the foundation for a successful execution.