Production

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The actual creation of the media: when the film is shot, song is recorded and novel is written.

The production phase may represent the shortest phase, but often represents the most creatively intense phase of a project. This phase is not when a media product is completed and ready for distribution, but it represents the creation of the core source materials for the finalization of the product.

In many disciplines, the production phase is also the most expensive. Film rolls through the camera, paints are applied to canvas, studios charge by the hour. As such, it's often wise to reduce the amount of work needed during this phase as much as possible. But more importantly, any preparation you can do in pre-production and development should be done in pre-production and development because it will help the quality of your product.

During production the pressure is high, your focus is distracted and you may not have the luxury of paying attention to all the details. Decisions made before production will be more thouroughly thought-out. There will be unforseen issues during production, so try to take care of everything you can anticipate before you get there. Besides, any decision you make an always be changed with equal ease and flexibility during production as if you'd never considered the idea. These ubiquitous seat-of-your-pants decisions will be better because you've already committed effort to exploring the option and your subconcious remains vigilant throughout.