Understanding the TV Commercial Production Process
Producing a TV commercial requires several professionals and a lot of planning. The entire process can play out over a period of several days, or weeks, depending on the production company.
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Understanding the TV commercial production process requires basic knowledge of how video production works, starting with pre-production and leading into the next stages of shooting and finally into post-production editing. Generally, you start with a creative brief and finish with distribution, but there’s a lot that happens in between.
Step 1: Creative Brief
The creative brief will outline all of the key variables of your TV commercial. Who is it for? Why are you creating it? What is the primary objective and goal? Including details about past commercials or ideas that you’ve seen which you like will help the production company to be more successful for your brand. Keep this in mind as you help to define the creative brief.
Step 2: Concepting
The idea for your video is the next big step. This is where the production company will work to develop a concept of an idea for the plot or storyline that will play out in your TV commercial. As you develop a creative concept for your commercial, keep in mind your key target audience, and how your concept can connect with them.
Step 3: Storyboarding and Scripting
The script will be written next. This will include key details on characters or talent to include in the commercial as well as what they will say or do. The storyboard will outline key concepts relative to camera placement and visuals. Storyboards can be a great way to plan without wasting production resources on changes.
Step 4: Casting
Once the concept is in place, the script is written, and the storyboard is ready then the production company will cast the crew. The TV commercial production process will then move from casting to practicing in preparation for the big day — production shoot day!
Step 5: Production
Now it’s time to shoot the commercial. The production company will coordinate with all of the essential workers and people involved in your production to ensure they arrive on time and ready to shoot. The entire process will likely take the day but could take longer if multiple shoot locations are planned.
Step 6: Post-production
Editing your footage, adding music and graphics as well as visual effects will be the final steps in the TV commercial production process. This may take several days, or weeks, depending on the extent of the production and how intricate the final needs are. In the end, you’ll receive your finished TV commercial ready for you to view and provide final feedback. Another round or two of editing may take place before you’re ready to distribute.
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