What to Know Before You Produce Your Commercial

Things to Consider Before Shooting Your Commercial

Before you begin commercial production, there are several key questions you should be able to answer:

Who are you targeting?

You’ll want your commercial to speak directly to your audience. What are their demographics, interests, and needs? This will guide the tone, message, and style of your commercial, helping you create a message that speaks directly to them. A great production team can help you define your audience personas – and how to speak impactfully to them.

What is your primary goal?

Clearly define the goal of your commercial—whether it’s to raise brand awareness, promote a specific product, drive sales, or convey a particular message. This is critical, as it will guide nearly every decision in the production process.

Where will your commercial be seen?

Distribution channels can include television, online platforms, social media, and other channels. You’ll want to tailor your commercial to fit the requirements of each platform.

What is your budget?

A well-planned budget helps keep your project on track and ensures you get the most value from your investment. When determining your budget, consider all aspects of production, including pre-production, shooting, and post-production. Be sure to include funds for talent, locations, equipment, and any additional costs that may arise.

What talent and locations best match your intended audience?

Scout and secure locations that match your commercial’s concept and requirements. You’ll also want talent who can effectively represent your brand and deliver your message. Consider their suitability for the roles and ability to connect with your audience.

Are there any legal requirements you must comply with?

Common legal and regulatory requirements include obtaining necessary permissions for shooting locations, securing music rights, and adhering to advertising standards. Compliance helps avoid potential issues and ensures your commercial is eligible for distribution.

Elements of a Great Commercial

A well-crafted commercial can elevate your brand, drive engagement, and lead to conversions. But a great commercial requires more than just a catchy tagline and visuals. To engage your audience and effectively convey your message, you’ll want to incorporate the following elements:

1. Clear Objective

What are you trying to achieve with your commercial? Your goals could include increasing brand awareness, promoting a specific product, or driving sales.

2. Strong Hook

You have a very short amount of time to get your message across. Grab viewers’ attention quickly with an intriguing opening. The first few seconds are critical!

3. Clear Message

Your audience should be able to grasp the main point of your commercial within seconds. Whether you’re showcasing a product, service, or brand value, the message must be clear and memorable.

4. Call to Action

Clearly tell your viewers what you want them to do after watching the video. A strong call to action will guide viewers on what to do next, whether it’s visiting your website, following you on social media, or making a purchase.

5. Engaging Storytelling

The most effective videos will resonate strongly with viewers. Captivate your audience with a compelling narrative that keeps them watching until the end – and inspires them to take action. Use storytelling techniques to engage your audience and make your message more memorable.

6. High-Quality Production

High-quality production boosts both credibility and viewer engagement. A professional production team, along with top-notch equipment, ensures clear visuals, crisp audio, and polished editing.

7. Memorable Branding

Incorporate your brand’s logo, colors, and key messages to reinforce your identity and make your brand recognizable.

8. Effective Use of Sound & Visuals

Choose background music and sound effects that align with your brand, your message, and the intended mood of the commercial.

How to Shoot a Commercial: Step-by-Step

Pre-Production

Pre-production includes the planning process and execution of every task that must occur before cameras start rolling.

In this stage, you’ll nail down the following:

• The primary objectives of your commercial
• Your video concept and script, outlining dialogue, shots, and other visual elements
• A storyboard that visualizes each scene, shot, and camera angle
• Commercial film crew
• On-camera or voiceover talent
• Filming locations, obtaining any necessary permits
• Professional equipment to be used, including cameras, lighting, and sound gear

Filming

This is where the planning from pre-production comes to life, capturing the footage that will make up your commercial.

In this stage, you will:

• Set Up the Scene, arranging the set according to the storyboard, including lighting, props, and other elements
• Conduct Rehearsals with your actors and crew to ensure everyone knows their roles and the flow of the shoot
• Shoot the Footage, following the storyboard and script
• Monitor Quality, continuously checking the footage to ensure that the lighting, sound, and framing are as intended

Editing

In this post-production phase, the captured footage is polished and assembled into the final commercial.

This phase includes:

• Review and Selection of Footage, selecting the best takes, and organizing clips for easy access
• Editing of Video Footage, piecing together the selected footage and adding any necessary transitions
• Sound Selection, including background music, sound effects, and voiceovers
• Color Correction and Effects, adjusting for consistency as needed
• Review and Revision, to ensure the final product meets the project’s goals

Distribution

In this final phase, your commercial is shared with the world through various platforms. During this phase, you will:

• Launch and Promote according to your plan, ensuring the commercial reaches your target audience effectively
• Monitor Performance, using metrics to assess its impact and success
• Evaluate Success, using viewer engagement or sales data as indicators

Commercial Video Production in Charlotte, NC

Want to create a commercial that gets your brand noticed? At Kim Brattain Media, our commercial production services are designed to put your message in front of the right people, at the right time. Ready to get started? Contact us for a free consultation meeting.