How early should the master be locked?

Five to seven days before launch to leave room for versioning and QC.

What if the product changes in the final week?

Re-render only the isolated shots. This is why the build should be modular from day one.

Workflow

A launch-shaped production workflow: working backwards from the embargo date through delivery, QC, versioning and sustain assets.

June 29, 2026 · 3 min read · Alan Ambran

Launch workflows are scheduled backwards from a fixed public date, which changes every prioritisation decision.

Legal, PR and media buying all have deadlines earlier than launch day itself.

Late product changes are common and must be absorbed without moving the date.

Sustain assets are forgotten under launch pressure and then rushed badly.

Build the schedule backwards from the embargo, with a locked master at least five days early.

Isolate the volatile product shots so late changes touch one part of the build only.

Produce sustain assets before launch week, while the pipeline is still warm.

Lock the master early and spend the final week on versions, QC and the sustain phase.

How early should the master be locked?: Five to seven days before launch to leave room for versioning and QC.
What if the product changes in the final week?: Re-render only the isolated shots. This is why the build should be modular from day one.

Send the brief, the deadline and the budget range. You will get a scoped quote with a shot list within 48 hours.