What Goes in a Professional Proposal or Pitch Deck
You’ve got the idea. You’ve got the skills. Now you need to pitch it—clearly, confidently, and in a way that makes people say yes.
Whether you’re working with a client, applying for funding, or getting your team aligned, a solid proposal or pitch deck isn’t just a formality—it’s a trust builder. It shows that you don’t just have vision; you know how to execute.
So what actually goes in a good one?
1. A Clear Opening
Start by telling them what they’re looking at. Whether it’s a brand film, a doc-style short, a creative series, or a concept video—name it. Keep the language simple. The first slide or page should give context fast.
Pro tip: Title, client name, your production company, and the date go a long way. Professionalism starts with clarity.
2. The Concept or Story
This is where your vision lives. Describe the heartbeat of the project in a paragraph or two. What story are you telling? What feeling do you want to leave the viewer with?
Make it visual in tone, even if you’re using words. Don’t over-intellectualize—get to the emotional core.
3. The Approach
This is how you plan to execute the concept. What’s your lens—literally and figuratively? Talk about tone, pacing, style, color, sound, or anything that makes your version distinct.
If it’s branded or client-based, show how your approach serves their audience and goals.
4. Visual References
This isn’t a mood board dump. Choose 4–8 images that give a clear sense of the look and feel. These can include lighting examples, wardrobe inspiration, framing, or production design tone.
Bonus: Call out what’s important about the references. Don’t just show a photo—say why you’re drawn to it.
5. Target Audience
Who is this video for? Why does it matter to them? Keep this focused. Show that you’ve thought about who’s watching—not just what you want to say.
6. Logistics Overview
Break down where, when, and how you’d shoot. This includes:
General location or set needs
Approximate shoot days
Gear or crew requirements (at a high level)
Timeline for pre-production, production, and post
This isn’t the full call sheet—it’s a bird’s eye view that shows you’re organized.
7. Budget Range
Even a loose estimate builds trust. People need to know whether you’re thinking in the thousands or the tens of thousands. Include a few line items like:
Production
Post-production
Talent (if applicable)
Permits or locations
You don’t have to get granular, but don’t leave them guessing.
8. Your Team or Background
If this is a new relationship, include a short section on who you are, your production company, and past work that relates. Not everything—just the highlights.
If others are involved (DP, editor, etc.), name them and mention why they’re the right fit for this project.
9. Next Steps
End with a clear call to action. Are you waiting for feedback? Looking to schedule a creative call? Hoping to move into production next month? Say what’s needed to move forward.
Final Thought
A great pitch deck doesn’t scream “look at me.” It says, “I see you—and I know how to tell this story well.”
At Fragrant Film, we value clarity, preparation, and storytelling that honors the vision and the people. Your proposal is more than a pitch—it’s your first act of leadership on the project. Make it count.
