When we talk about movies or TV shows, the first thing that usually comes to mind is the shoot: cameras, lights, actors in action… But what often goes unseen—and is decisive—is the development. This silent, strategic, and in-depth phase is where the future of a project begins to take shape.
As you’ll see, this “ghost” stage is so important that, without realizing it, you’re deciding the fate of your story even before you start filming.
In this phase, many questions need answers. Not just about how the story will unfold, but also one that creators rarely ask themselves
For which exhibition window are we conceiving this project?
Developing for a streaming platform is different from developing for a grant fund or an international co-production. Each path demands a distinct approach, but all roads have something in common: development is the strategic foundation of any audiovisual project.
During this phase, you should also consider:
- Who is the target audience for this story? This can help you define how to tell the story and which channels would be the best windows to reach that audience.
- How can it be produced sustainably? Often, grand projects are conceived but never get made or are cancelled prematurely because they require too many resources (primarily development time and money).
- What partners can join the process? A project doesn’t just need money; it needs people who believe in it, artistic talent, production companies (like us, Studio AYMAC), and/or platforms willing to cooperate to bring the work to life.
Why is development so important from a producer’s perspective?
The value of this stage for story creation, character definition, and other narrative elements is clear. However, its impact on the project’s future as a product is often overlooked. This is where it’s decided if a story is viable, financeable, and communicable.
There’s a misconception that to “sell” a story, it needs to be completely developed. Not only is this false, but it can also lead us to invest time and resources in projects that may never see the light of day.
If your goal in developing the product is to receive some form of financial compensation, then working on long-form content (meaning arguments, screenplays, and content longer than a paragraph) is like working “for free” and without direction.
Keep in mind that before the screenplay, the dossier, or the pitch deck… there’s the one-page document.
This document is the first tool for selling your story or seeking collaborations that your producer will have. As its name suggests, it should answer these five key questions on a single page (maximum two):
What is the story about? When reading your text, it should not only clearly convey the plot but also what it reflects, what you want the viewer to take away from that story.
Who are the protagonists? Make it clear who leads the story. Remember, protagonists are the characters who appear most, change, and advance the plot. If you can tell the logline or storyline without your protagonist, that character isn’t a protagonist.
What conflict drives the narrative? You might not want the final viewer to know the ultimate goal, or you might want to prolong it over seasons, but in your sales material and in your mind, it must be clear. A problem or an objective is essential and must be clear and believable within your universe, according to its rules.
What makes your universe unique? As the saying goes, all stories have already been told, but you haven’t told this one. So, it’s that particular element you add that your producer can use to argue why your idea is unique and deserves their attention.
Why this story now? This question translates into potential audience, and as you might suspect, it’s pure gold for a sales pitch. If you can make it clear why now is the right time and how it’s a good bet to attract your target audience, it will be a product for multiple buyers.
Heads up: You’ll be answering the first four questions multiple times within the short texts that make up this “executive summary” of your story. It needs to be clear in the Concept, the storyline, the synopsis… and most importantly, in each of them, you’ll be expanding the information without losing consistency.
Our studio’s Head of Content, Julia Avila, often says:
The one-page document helps to refine the idea and start the conversation. This document summarizes the idea, the concept you are selling. Once it’s clear in terms of ideas and words, you can create the Pitch Deck, which conveys the visual tone, atmosphere, and aesthetic universe of the project.
We’re giving you a one-page template that has been key to pitching projects to platforms.
Do you have a story in its initial development stage?
At Studio AYMAC, we can help you structure it with clarity and focus: from the One Page to transforming it into a solid market proposal.
Contact us and let’s talk. Your story deserves strategic development..
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