Some of the things that stop businesses from shooting commercials include cost and complexity. But what many people don’t realize is that creating ad campaigns is easier and more accessible than ever before. Although every commercial project is unique, here’s a general overview of the process we follow to produce great video ads for our clients.
Gathering Information for Your Video Ad
What are the client’s goals? Who is their target audience? What kind of content needs to be created? These are the questions that will come up in the first meetings. Sit down with your video production team and talk about the kind of video ad you envision for your brand. Mention concepts, overall goals, and key messages you want to convey.
Before we start pre-production, we need to establish a plan. A clear strategy is necessary to ensure the quality of the video ad. A clear objective for the ad makes it easier to define key messages, visual elements, and the budget needed to shoot the ad. Some clients come with a very specific vision, while others ask our creative team to present different video ideas.
Writing the Script
Once the creative vision is approved, it’s time to write the script. The script for an ad represents the words used to sell the idea, and it needs to be persuasive and engaging. There are many elements of the script, such as goals, budget, audio and video equipment, lighting, actors, etc.
Creative scriptwriting is essential for conveying information quickly, effectively, and memorably. Writing a commercial script can be challenging, but the copywriter must be familiar with the company’s guidelines. Usually, the company will send brief instructions for the ad’s script, which is then written and delivered for review. Either way, scriptwriting is an important part of the pre-production process for filming the ad.
Casting for the Commercial
Do you need paid actors? The first thing the casting director will do is gather as much information as possible about who the main characters are based on the script. The character description – protagonist – will be a mix of physical and character traits. For any video ads featuring actors, casting is an important part of the pre-production process.
We always strive to find the best actors, extras, and talents for the commercial shoot. If you wish, we can hold the casting in the studio so you can review a wide range of available talents and choose the best actors for the shoot.
Location Scouting
With some guidance from the director and producer, the location scout will find shooting locations that match the script and fit within the client’s budget. Location scouts use a combination of online research and direct communication to find great spots for the commercial shoot. A good location scout will find appropriate locations nearby, if possible, presenting the fewest financial and legal hurdles to kick off the project.
There’s always the option to film your commercial at your business space, hotel, restaurant, etc. However, some video projects require shooting in a studio with a green screen or private house, apartment, office, warehouse, park, or other locations. We make sure all locations, permits, and insurance confirmations are sorted in advance so that the filming location is ready on time.
Props and Wardrobe
A prop is any movable physical object in a scene. Sometimes wardrobe items are actually props. If an actor wears a hat or bag and never takes them off or does anything with them other than carry them on set, it’s considered “wardrobe.” If the actor takes off the hat or bag or handles them, that’s a prop. The final step in the pre-production process, after confirming talent and locations, is making sure all necessary props and wardrobe are purchased or rented and ready for the shoot.
Shooting the Commercial
Now it’s time for the fun part! This is where the story comes to life. Every brand has its own story and identity. By this point, a lot of planning has been done, so the video production team is fully prepared to show up on the day of the shoot.
Some video ads are created to prompt immediate viewer response, while others are designed to build brand awareness. While both are effective, it’s important that you and your video production agency are on the same page about the overall vision of the ad.
Depending on the needs of the project, our video production team can range from two members to large teams consisting of a director, producer, production coordinator, DP (director of photography), camera assistant, hair and makeup artists, gaffers, sound engineers, technical directors, and production assistants. The shooting supervisor ensures the team sticks to the schedule. Clients are always welcome on set and can be involved as much as they wish on the day of the shoot.
Editing the Commercial
After everything is filmed, the project moves into post-production, where the editing of the commercial begins. We carefully review all footage and assemble the story by stitching everything together. The director, in collaboration with the editor, oversees the project to ensure the best shots are used and that the client’s vision is properly executed.
Sometimes, music is chosen in advance so the editor can sync the footage with the musical rhythm. However, the rest of the post-audio work happens after the video editing is done. After that, the music mix, sound effects, noise reduction, and additional sound are added as needed. Finally, the commercial is edited, the sound and music are added, visual effects are incorporated, and the project is nearly finished and ready for review. Once the first version of the commercial is edited, it’s time for the client to review our work.
Revisions
After editing, we send the commercial to our clients so they can review the final product. We always encourage clients to send honest feedback to ensure the project is an accurate representation of what they wanted. Our goal is always to exceed our clients’ expectations, so we don’t stop until that happens.
With final client approval, the project is almost complete. The client may need a shortened version for social media or a whole range of additional formats with different visual displays. Also, a clear call-to-action (CTA) must be included at the end of the commercial. We always plan video ad distribution in advance since every platform has its own native video formats designed to increase audience engagement. Once all versions of the video ad are finished, all video formats are delivered to the client for safekeeping.
If you need more information about shooting a commercial or you’re ready to get started, contact us.
