How A TV Commercial Is Made

Client meets with the advertising agency and outlines their marketing problems and the product they are marketing

Client is assigned an agency executive where the parameters of the project are outlined, most importantly budget and airdate

The executive, along with their creative team discuss presentation ideas and prepare a storyboard and a rough budget for a commercial or campaign

The agency contacts a number of production companies to submit ideas for finished commercials

The agency then narrows it to three production companies

The three chosen production companies present their costs to complete the project… Make a Bid

Usually the lowest bid wins

One bid is chosen.After all costs have been calculated

the proposal is presented for approval.

No money can be spent until the client has approved the final estimate and storyboard.

Exactly the same as the moviesPeople are chosen for the various

roles of the commercial.

All the ‘Teams’ meet one final time to make any last minute changes

Changes can only be minor at this time.

Filming of the commercial is completed.

All/ most raw video footage is collected at this point.

Many factors such as weather and time play huge roles in the success of this stage.

This stage is intertwined with the shoot.

At the end of each filming session ‘dailies’ or ‘rushes’ are completed to ensure all necessary footage is gathered.

Once al raw footage is collected it is assembled into the desired sequence… same as the movies.

Some minor modifications can also be made in this stage.

All effects are added, such as transition and special effects.

The music and audio are added to the finished film

The finished product is presented to the client for final approval

This stage is know as the ‘hold your breath stage’.

Although the commercial has been finished the client can still reject it.

Once the commercial has been approved it is dubbed (copied) and the production agency distributes it to various TV networks and channels.

Schedules are also arranged during this time.