film production

What Exactly Does Making a Video Commercial Involve?


This is a question that many business owners have asked, mainly as they wish to create a short commercial to be aired on a local TV station, and even a 30-second TV commercial takes a lot of work to put together. For every second of film, there are many things that the viewer will never see that have to be in place in order for the commercial to look professional, and with that in mind, here is a brief rundown of what goes into making a TV commercial.

The Concept

When a client approaches a video production company in Dubai, for example, the production team would ask many questions to get a clear picture of what the client is looking for. The client might already have a concept in mind, which is something the production team can build upon, or perhaps the client has not given the concept much thought; either way, the goal is to come up with something that best meets the client’s needs. Once a concept has been selected, the next step is to create the storyboard – a series of pictures that details each section of the storyline – and when the client has approved the storyboard, the team can begin to plan for the filming.

The Project Director

This person will oversee the project and would delegate many tasks to team members, which might involve casting, costumes, props, and, of course, the location. Some commercials are filmed inside a studio, while others are shot on location, but either way, bookings must be made and everything is planned around the date of the shooting. Filming anywhere is very costly, with many people involved, therefore the goal is to wrap everything up as quickly as possible. Filming at an outdoor location means you are very much at the mercy of the weather, whereas, the studio is a constant environment that is not subject to variables like the weather.

film production

The Filming

The director will choose how many cameras will be used and also their locations or angles, and by working through one scene at a time (which might not be in chronological order) the raw footage will eventually be complete. There could be many takes before the director is happy, and the clapperboard is used to make it easier to find each take, with a code and take number clapped at the start of each take.

Digital Video Editing

Once the raw footage is completed, the next stage is the video editing, which takes place in a special room filled with computers and monitors, from where the director will oversee the technician as he gradually builds up the film timeline. Once the director feels he has what he needs, the client will be invited for a preview, and providing the client likes it, the finished product is then exported into several formats, depending on which platform the commercial will be screened.

If you would like to discuss your needs with a film production company, a Google search will put you in touch with a local company and you can take it from there.