The Art Of Commercial Video Production
The nature of commercials has changed drastically over the years. Gone are the days where the whole family sits together at the dinner table before moving to the living room to watch their favorite sitcom, patiently abiding time while commercials played. Today’s reality is that most family members are concurrently watching a completely different show on various devices. So, how does this change in behavior affect commercial video production? What can you do to embrace the change and create a successful commercial?
1. Define the Message
The basic principles of the commercial video production process are the same as most other video productions. However, there are certain aspects of commercial video processes that need specific thought. The first step is to decide on the intention of the advert. Is the intention of the commercial to encourage the viewer to make a purchase? To expose the brand? Or perhaps send out an important social message? Deciding on the intention and message of the commercial is the first important step in the process.
It is also necessary to identify the target audience. This is strategic step is incredibly important to make sure that the commercial reaches the targeted viewer, on the targeted device.
2. Conceptualizing the Script
Once you have decided on the intention of the advert, as well as the target audience, the next step is to conceptualize a script. There are certain points to remember when scripting out your commercial;
- A great script will tell a story. This is what drives viewers to watch more.
- Address a central truth. This makes the advert relatable and meet your target audience where they are at.
- Consider an emotional response. For example, some of the best commercials in 2018 were incredibly humorous, causing viewers to laugh. If your script makes your audience feel something, it is more likely to prompt an action. Encourage the audience to think about the world without your product or service – and explore this world.
- Prompt action. One of the most important parts of a script is to inform the audience on what they need to do next. In this way, commercial video production differs from a film or television show. It not only delivers a story, provokes an emotion and captures attention – but it concludes with a call to action.
Once the script is decided upon, a qualified commercial video production team will create a storyboard and shot list. This step is important as it communicates the story in a way that shares a clear vision with the entire production team.
All video production requires a lot of planning which includes creating a filming schedule, location scouting, casting, and making sure that there is the right equipment available – among other responsibilities.
A commercial video production includes the additional step of insisting that the production aligns with the brand’s corporate identity. Essentially, a commercial is the visual voice of a brand communicating with a targeted audience.
The filming of the commercial does not just include the cinematography but also the lighting and audio. The filming process typically includes multiple takes, requires equipment to be adjusted, curve-balls to be expertly handled and the chemistry of the cast to be refined.
During post production, the footage is cut and edited together, the audio and sound applied and the color graded. The editing process is crucial in conveying the message of the commercial.
The first 5 seconds of the commercial are vital in engaging the audience with a hook. Today, many commercials are played on various internet platforms such as YouTube, which allows viewers to skip the commercial after 5 seconds. If you do not manage to engage your viewers during this time – then you’ve lost them.
6. Delivering the Video
If the commercial is to air on television, it is important to stick to the network’s tight deadlines. A professional commercial video production company will have the necessary contacts at various television networks to deliver the video on time.
The same can be said for if the video is to be uploaded onto a third party platform such as a specific YouTube channel. In other instances, the video may be uploaded on the company’s own page – in which case the commercial needs to be filmed in the correct aspect ratio and quality.
Video commercials are an incredibly powerful way of reaching a wide, targeted audience. Following the above steps with the suggested guidelines will ensure that the commercial achieves its purpose – and prompt the audience to action. A video production company that understands your brand will help you achieve the ultimate goal of engaging an audience hook, line and sinker.