Why We Write a Fake Script Before Every Brand Video Shoot

Most of the work we do at Bunker Hill Media revolves around interview-driven stories. These are typically two- or three-minute brand videos built around founders, employees, customers, donors, executives, or community members telling their stories in their own words.

These aren't scripted videos where someone reads off a teleprompter. In fact, most of the people we film have never been on camera before. Instead of writing scripts, we're usually building interview frameworks and creating the conditions for genuine stories to emerge.

Which is why people are often surprised when I tell them that one of the first things I do is write a script.

Nobody reads it except us and the client. Nobody memorizes it. It's not a teleprompter script. In fact, if we do our jobs correctly, the final video shouldn't sound scripted at all.

In fact, if I've done my job correctly, nobody watching the video will ever know it existed.

The Fake Script Helps Us Imagine The Finished Video

One of the hardest parts about hiring a video production company is that you're being asked to get excited about something that doesn't exist yet. Clients know they want a video. They know they want it to feel authentic and emotional. They know they want it to communicate something important about their company or organization. But most people don't spend their lives thinking about story structure, interview pacing, or how a two-minute film actually comes together. And honestly, they shouldn't have to.

That's one of the reasons I started writing fake scripts in the first place. We tell clients all the time, "We're writing this so that you can understand what this might sound like down the road." We're not trying to predict exact words. We're not putting dialogue into anyone's mouth. We're simply painting a picture. Maybe the video opens with a founder talking about why they started the company. Maybe an employee shares a story that reveals the culture. Maybe a customer brings everything together at the end. Suddenly, something abstract starts feeling tangible.

I think it gives clients a tremendous amount of peace of mind because they can finally see where we're heading. Instead of trusting a black box, they can react to ideas. They can say, "I love this section," or "I think we should spend more time on this part." It turns the process into a conversation instead of a mystery.

Once We Understand The Story, We Can Start Asking Better Questions

People ask me all the time where our interview questions come from. The truth is, I don't have a giant spreadsheet. I don't Google "best interview questions." I actually work backwards.

I'll sit down and ask myself what I hope the final video sounds like if everything goes perfectly. What do I hope someone says? What themes are important? What stories might support those themes? How long should answers feel? What emotions do I want people to experience?

Once I have those answers, the process becomes much easier. Instead of asking generic questions, I can ask much more intentional ones. If I hope somebody talks about why they started the company, what question naturally gets them there? If I hope someone tells a story about a customer whose life changed because of their work, what question creates space for that story to emerge?

That's really where our interview framework comes from. Not from a list of prompts. From the story itself.

And I think that's one of the biggest differences between simply filming interviews and actually producing them.

The Fake Script Shapes The Entire Production

What's interesting is that the fake script doesn't just affect the interviews. It starts influencing almost every decision we make.

Once the story becomes clearer, we start thinking differently about who should be on camera. Sometimes the founder is the right choice. Sometimes it isn't. Sometimes the best storyteller is an employee who's been there for twenty years. Sometimes it's a customer. Sometimes it's a donor. The story usually tells us who needs to be involved.

The script also starts affecting what we need to see. If somebody is talking about craftsmanship, what visuals support that? If someone is describing community, what moments help bring that idea to life? Suddenly, b-roll isn't random anymore. Locations become intentional. Graphics become intentional. Music becomes intentional.

Before long, that little fake script has quietly become the blueprint for the entire production.

The Best Moments Are Usually Better Than The Script

Ironically, some of my favorite moments have never been in the fake script.

That's because the purpose of the document isn't to control people. It's actually the opposite. The goal is to create enough structure that we can recognize something special when it happens.

Somebody might tell a story I never knew existed. They might laugh halfway through an answer. They might become emotional. They might say one sentence that completely changes the direction of the edit. Those are often the moments that end up defining the final piece.

And because we've spent so much time thinking about the story beforehand, we know those moments are important when they happen. We don't miss them.

People sometimes think planning kills creativity. I've found the opposite to be true. Preparation creates freedom. It gives you the confidence to recognize when reality is even better than what you imagined.

Why Our Shoot Days Feel Calm

People tell us all the time that our shoots feel relaxed. Honestly, I think that's one of the nicest compliments we receive.

But they aren't calm because we're lucky. They're calm because we've already done so much thinking. We've thought about the story. We've thought about the interview questions. We've thought about the visuals. We've thought about the edit. We've thought about what could go wrong. We've thought about the details that most people never even realize exist.

That preparation creates space for everybody else to relax. Clients can focus on their jobs. Interview subjects can focus on the conversation. And we can focus on listening instead of putting out fires.

I think that's why our shoots often feel easy. Not because they're simple, but because the hard work happened weeks earlier.

Final Thoughts From Bunker Hill Media

Nobody ever reads our fake scripts.

They're not meant to.

They're simply a way for us and our clients to imagine what the final film could become. They help us ask better questions, make better decisions, and approach production with intention instead of hope.

And honestly, I think that's one of the reasons our videos feel natural.

Because we're not trying to script people.

We're trying to understand the story well enough that real people can tell it themselves.

And in my experience, that's where the best brand videos come from.