Phase 2. Pre-production.

"A hybrid project cannot be done by an artistic team giving a technical team a brief and then stepping back."

The ideation work is complete, the artistic vision is set, and the overall direction is in place. Now, the focus shifts to implementation - defining clear structures, assembling the right team, and ensuring the project has the flexibility to evolve without losing alignment.

Hybrid projects, particularly those blending digital and live elements, require an iterative and adaptive approach. This phase is about creating robust but flexible systems that allow the project to move forward smoothly while accommodating creative discoveries along the way.

Focus of this phase.

  • Build the project team
    Establish roles, responsibilities, and working structures.
  • Create detailed plans.
    Define production timelines, budgets, and decision-making frameworks.
  • Set up systems for collaboration
    Ensure seamless communication between live and digital teams.
  • Commission artists and technologists
    Align creative and technical briefs with the project's vision.
Key steps and outcomes.
  1. BUILDING THE TEAM
    Define a distributed leadership model to manage both live and digital elements effectively. Assign a central artistic lead (e.g. Digital Dramaturg, Digital Creative Director) to ensure artistic alignment across platforms and a central producing role to coordinate workstreams. Structure the team with the right expertise, capacity, and communication processes to maintain trust and collaboration.
  2. PLANNING & PRE-PRODUCTION
    Develop a shared production timeline that integrates live and digital milestones, identifying key decision points and communication methods. Establish a decision-making framework to clarify responsibilities and define how the executive team and key stakeholders will stay informed and engaged. Use a flexible project management approach to balance structured planning with iterative workflows.
  3. COMMISSIONING
    Create a commissioning brief that aligns with the project’s vision, audience, and technical requirements. Clearly outline the artistic intent, engagement model, budget expectations, and technical parameters to ensure feasibility. Define whether the digital component is static, interactive, or evolving and how it will integrate with the live experience.
Questions to answer by the end of this phase.
  • Who is leading the project?
    Have we defined key leadership roles across artistic, production, and digital?
  • How will decisions be made?
    Have we set up clear structures for approvals, change management, and alignment?
  • Who are our creative and technology partners?
    Have we identified and commissioned the right artists and technologists?
  • How will the budget be allocated?
    Have we planned for both artistic and digital costs, including contingency for unexpected developments?
  • How will the project be managed?
    Do we have a solid project management system that keeps everything on track?
  • How will teams communicate and collaborate?
    Have we established regular check-ins, reporting structures, and shared documentation?
Common challenges and how to overcome them

Lack of in-house structures

Unaligned visions

  • Lack of in-house structures
    Most cultural organisations aren’t set up for hybrid projects. Consider assembling an advisory group or hiring consultants to guide the process.
  • Bridging disciplines takes time
    Establishing a shared vocabulary and vision of success is essential. Take time to ask questions, clarify priorities, and document decision-making and communication processes.
Recommendations

  • Integrate digital and live expertise early
    Avoid treating digital as a separate add-on; ensure artists and technologists collaborate from the start.
  • Use an iterative approach
    Break down work into smaller, testable cycles rather than committing to a fixed idea too early.
  • Formalise decision-making
    Define approval processes for artistic, technical, and decisions to prevent confusion later.
  • Plan for flexibility
    Hybrid projects require adaptability; ensure structures allow for creative and technical evolution.
  • Involve marketing and audience teams early
    Engagement strategies should be considered during pre-production, not just at launch.