Full Production Design Scope
Production design services for advertising films, branded content and camera-led environments.
Set Craft develops the visual world from early research and spatial concept through set design, materials, props, fabrication, dressing and final execution — keeping creative intent connected to what can actually be built and filmed.
What production design controls
The environment is one visual system.
Production design sits above the individual decisions of walls, furniture and props. It establishes how the world should feel, what information the audience reads from it, how the camera moves through it, what should be built or transformed, and which details deserve the budget.
Set Craft can take responsibility for that full visual system or enter at a defined stage where the director, agency or production house already has part of the process resolved.
Full production-design scope
From research to the final frame.
The scope is built around the production rather than a fixed package. A one-room digital film, a multi-location campaign and a culturally specific wedding film need different levels of design development and execution.
Script & visual research
Story, character, period, culture, brand tone, references and the visual rules that should govern the environment.
Set / location strategy
Deciding what should be built from zero, transformed on location, sourced, retained or simplified for the production.
Spatial planning
Layouts, proportions, camera depth, actor movement, entrances, practical requirements and production circulation.
Colour, materials & furniture
Palette, finish, surface, furniture language, practical lighting and the visual hierarchy that holds the frame together.
Fabrication, props & sourcing
Scenic builds, custom elements, prop strategy, vendor coordination, buying, hiring and material approvals.
Install, dressing & shoot support
On-ground execution, styling, continuity, final corrections and agreed art-department support around the shoot.
Production design across formats
Different formats change the design problem.
The visual language may be cinematic across all of them, but the practical demands differ — from a single-day commercial set to a culturally specific wedding campaign or a room that needs to keep working for recurring content.
Advertising Films
Advertising & Branded Content
Visual worlds built around story, product, performance, camera and execution.
Character-led Environments
School AI by Coschool
Institutional spaces shaped through furniture, props, colour, density and character cues.
Wedding & Cultural Films
Wedding Film Production Design
Regional research, ritual detail and camera-led styling developed without flattening cultural specificity.
Recurring Content Spaces
Podcast & Creator Studios
Camera, acoustics, lighting, backgrounds and spatial workflow planned for repeated use.
Before fabrication begins
The expensive decisions should be made on paper first.
Which option gives the camera more control without spending where the audience will never see it?
Hero walls, foreground objects, practicals, surfaces and props are prioritised around the actual shot design.
Off-camera structure, hidden surfaces and temporary elements can often be resolved more efficiently without affecting the frame.
Custom props, printed graphics, furniture, specialist finishes and culturally specific items are identified early.
Working process
Creative development stays connected to schedule, access and budget.
Brief & research
Script, references, brand requirements, location conditions, schedule and budget are understood before design moves forward.
Concept & spatial direction
Visual language, palette, layouts, set/location strategy and key design decisions are developed together.
Design development
Drawings, references, material direction, prop strategy, sourcing and fabrication planning are resolved to the level the production needs.
Build, source & install
Fabrication, buying, rentals, vendor coordination, transport and on-ground installation are managed against the approved direction.
Dress & shoot
The environment is styled, refined around the camera and supported through the agreed shoot requirements.
You may not need the full scope
Set Craft can enter where the project actually needs us.
For projects where the visual world, spatial strategy and execution still need to be developed as one system.
For projects with an approved direction that primarily need scenic design, fabrication, installation and build coordination.
For environments where architecture is already resolved and the remaining need is props, furniture, colour, styling and final-frame detail.
For an initial scope
What should you send?
Brand / agency reference deck
Number of sets or locations
Recce photographs / floor plans if available
City, studio or venue
Prep, installation and shoot dates
Special props, product or technical requirements
Indicative working budget
Common questions
Production design FAQs
What is included in production design?
The exact scope varies, but it can include research, visual language, set and location strategy, spatial planning, material and furniture direction, props, fabrication coordination, set dressing and shoot support.
Is production design the same as set construction?
No. Set construction is one execution component. Production design defines the wider visual world and determines what should be built, transformed, sourced and dressed before construction begins.
Can you work with a director or agency’s existing concept?
Yes. We can develop an existing creative route into practical set, location, material, prop and execution decisions without replacing the core idea.
Do you handle location-based shoots as well as built sets?
Yes. A production-design scope can be entirely location based, fully built, or a hybrid of the two depending on the script, camera requirements, schedule and budget.
Do you work outside Mumbai?
Yes. Set Craft is Mumbai based and works across India. Crew, logistics, transport and installation strategy are adapted to the production location.
Mumbai based / Projects across India
Need full production design?
Send whatever material you already have — script, deck, recce, floor plan, target dates and working budget. We can identify the right design and execution scope from there.