Creating a TV Commercial...
As a commercial production professional, I often get asked about the process of
creating a TV commercial. Today, I wanted to share some behind-the-scenes
insights into the making of a recent commercial we created with one of our
Firstly, it all starts with a creative brief. We work closely with the client to
understand their objectives, target audience, brand voice, and messaging. Once
we have a solid creative brief, we start brainstorming ideas and looks for the spot
or spots with an agencies creative team.
Next, we move into the pre-production phase. This involves casting talent,
scouting locations, and creating storyboards, lining up shoot dates and booking
crew. In some cases a lot of the above is done on the agency side before making
its way to the production company. We also work with the script writers to help
transform the writing into a visual experience for the TV commercial that is on par
with the brand and agencies vision.
Then, it's time for production. On the day of the shoot, there's a flurry of activity
as the set is prepared, talent is made up, and equipment is tested and lighting is
perfected and from our standpoint the lighting is a major factor in the overlook
and feel of a spot. We shoot multiple takes from different angles to ensure we
have the best footage possible.
Finally, we move into post-production. This is where the magic happens. The
footage is edited into 15, 30 or 60 second spots then color graded and ran
through an audio post process as well.
Overall, creating a TV commercial is a collaborative effort that requires the input
and skills of many people. It's always exciting to see the final product come to life
on screen and to know that it will be seen by millions of people.