The episode was storyboarded by artist Anthony Williams. Davies offered Edgar Wright the opportunity to direct the episode, but Wright was forced to decline, as he was still working on "Shaun of the Dead". Instead, the episode was directed by Keith Boak. "Rose" began filming in Cardiff on 20 July 2004, as part of the first production block alongside episodes four and five. Howells doubled for the interior of Henrik's during filming on 20 July. The Autons' attack during the climax was filmed on Working Street, Cardiff from 20 to 22 July. In other scenes filmed in Cardiff on 21 July, a London bus and a van of the "London Evening Standard" drove by to give the illusion of London.