A pre-production decision filter for campaigns that should not begin half-blind The most expensive sentence in production is not “we need another shoot day.” It is “we’ll figure it out during production.” That sentence sounds harmless when the team is still in a meeting. It feels flexible. Practical. Mature, even. Nobody wants to delay the schedule. Nobody wants to reopen the brief. Nobody wants to admit the campaign still has loose wires hanging behind the nice-looking deck.