Before a set gets built, before a product is styled, and before any cameras roll, our creative direction begins with one essential tool: the moodboard.
A moodboard is your creative north star. It’s a curated collection of visuals: photos, textures, color palettes, references, and ideas, and it establishes the overall look and feel of a project before production starts. For our Art Directors, it’s not just an inspiration board, but a tool that guides the creative process from concept through final delivery, helping us align with our clients, collaborate with our team, and execute with intention.
Moodboards help us get specific about tone. They translate abstract ideas into something visual. And when done well, they keep the entire production moving in the right direction.
Here’s how our Art Directors build them, and why they matter so much.
Step 1: Start with the goal
Before gathering any visuals, we look at the project from a high level. What is the content supposed to do? Is it launching a new product? Supporting a campaign? Refreshing brand imagery?
We review the creative brief, script, or concept doc to understand the big picture and translate that into something visual. It’s not just about style, it’s about purpose.
Step 2: Dive into research
Once the foundation is clear, we start pulling references. That could mean photography, film stills, fashion editorials, color palettes, prop ideas, set inspiration—anything that captures the right energy or emotion.
We often combine brand-provided materials with our own sources to shape a cohesive visual direction. This phase is exploratory, but we’re always keeping the final goal in mind.
Step 3: Organize and refine
After the visuals are gathered, we begin to build the board itself. This is where things start to lock in.
We focus on defining:
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Color stories
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Lighting references
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Set and prop details
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Framing and styling cues
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Everything gets arranged with intention so the board clearly communicates the direction to the rest of the team.
Step 4: Align the team
The moodboard becomes a reference point for everyone involved, including our crew, the client, the stylists, the photographers, the set builders. It’s where conversations start and decisions get grounded.
And because we’ve put the time in up front, the production process is smoother, faster, and more consistent.
Why this matters
Moodboards might seem simple, but they carry a lot of weight. They're one of many tools we use to bring structure to the creative process and make it easier for teams to collaborate, stay aligned, and move forward with clarity.
At TRG, we’re focused on building processes that give our clients confidence. Whether it’s through designing, planning, or production strategy, our goal is to create systems that make creative work feel less chaotic and more purposeful.
Let’s Build Something Great
If you’re planning a campaign or gearing up for a new content push, let’s talk. Our team can help you bring your vision to life with a clear direction, a creative strategy, and a production process built for results.
