Some of you may have been involved with the process of creating a TV commercial. Maybe you weren’t the one who wrote the script or operated the camera… but maybe you were involved with the general ideas you wanted to convey and the approval of the script. Most people don’t know what all really goes into making a commercial. If you work with the right crew, you shouldn’t think it is difficult – because we will do all that hard work for you.
However, it is always good to have a general understanding of the time and efforts involved. With this background, you will best understand the process and how you can play the best role in creating a successful outcome.
1. Market Research: Who are you trying to reach? Who are your competitors? What approach are your competitors using?
2. Brainstorming: What makes you different? How can we creatively bring that out? What type of message or approach will resonate with your target audience? What is feasible inside a 30 second ad? What will budget allow?
3. Script Writing: We figure out how to make the points “stick” while keeping to a 30 second timeframe.
4. Location Scouting: Where can we shoot the commercial? Is it on location or in studio? Does the direction require multiple locations? Do we need to rent or coordinate to use a specific space?
5. Talent Scouting: Who is required for the spot to resonate with the intended audience? How many actors (aka “talent”) do we need? Is the talent within your budget? What is their availability?
6. Acquiring Props: What specific props are needed? Do we have to rent/borrow or buy something specific? How much time is needed to locate and acquire the needed props?
7. Equipment Needed: Do we need any special lighting or sound equipment? Are there any special shots that will require a specific camera or other equipment?
8. Crew Needed: Are there any difficult shots, multiples angles to shoot at once, or one-take shots that will require more crew on set?
9. Special Editing: Are there any special edit requirements that will require more time such as After Effects, motion logo builds, on-screen graphics?
10. Voice-over Work: Is there a need for special voice over work for part or all of the commercial? Is there a brand music bed or jingle that is to be incorporated?
11. Co-op Advertising: Is the commercial being used for co-op advertising dollars? If this is the case, what is the approval process and guidelines?
As you can see there is a lot of preparation for each commercial shoot. The more work and preparation that goes into a commercial before the we actually shoot it, the easier and more efficient the shoot and edit will go. Decisions for the best outcome of the commercial are sometimes made while on set as the elements come together, and some decisions are made during editing. The script is a road map for the end project but sometimes timing, acting, factors out of our control will dictate some slight changes along the way. Know that here at Transformation Marketing in Lincoln, Nebraska, we have your best interest at heart and we will produce a spot that will gain attention, deliver your message, and make you memorable.