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Ready, Set, Shoot!
Did you ever catch yourself humming the theme to one of
your favorite commercials? Or find yourself mimicking the
actions or expressions of characters in those spots? Effective
television and video combine sight, sound, motion and emotion
into high-impact images whose bottom-line is to attract attention,
persuade, maybe even entertain, and above all else sell something.
Like every other aspect of advertising, effective production
starts with planning and understanding basic principles.
Every commercial or video is a prototype
Production is not a mechanical or rote process, even if the
project is similar to one previously produced. There is often
a temptation to generalize the process which prevents drawing
out elements that might make a new commercial or video special
and memorable.
Every decision is a trade-off
For example, an unrealistically short production schedule
may result in additional cost or not allow sufficient time
to achieve desired quality. A budget that does not realistically
reflect actual creative goals may force compromise or require
additional time to achieve those goals.
Every problem is solved through communication
The clearer the specifications (at all levels), the better
the TV commercial or video will be. Problems are solved more
effectively and at much less cost if discovered early in the
process. Changes made in the conceptual stage (e.g., script,
storyboard) cost less than changes made during production
or post-production, when the meter is running at peak load.
Stages in the production process
Pre-production
• Cost estimates
• Production house
• Editor
• Music/audio/sound effects
• Talent (In some commercials, selecting
talent -- actors or spokespeople -- can be 50% of the job.)
• Direct production costs (i.e., Studio time,
animation, special effects, travel, expenses, etc.)
• Design and construction of sets or props
• Scouting of locations
• Approvals of scripts/storyboard
• Casting and wardrobe
• Pre-production meeting
Production
• Recording voice-over announcer
• Production crew requirements
• Location and set shoots
• Client's role
Post-production
• Editing footage
• Adding optical effects, computer graphics,
titles, etc.
• Editing and mixing soundtrack
• Final approvals
• Color correction
• Shipping of finished creative
Essentials of a good television commercial
1. Identify the key visual.
In a thirty-second spot there is little time to communicate
anything but the major selling point, brand image or positioning.
Be single-minded in order to help the viewer absorb the primary
selling point.
2. Develop an attention-getting and relevant opening. Like
a headline in a print ad, the opening of a commercial determines
whether the viewer continues to watch or reaches for the remote.
3. Build in high product visibility. Show the product as
often as possible. Show close-ups and people using the product.
End the commercial with the product and key selling point
for additional reinforcement.
4. Keep it simple and keep it moving. Remember what makes
television a powerful medium is visual emphasis and action.
Think about the best way to frame shots and add motion to
take advantage of this.
5. Develop good continuity. Learn to appreciate the flow
of commercials. Note the cuts, dissolves, camera moves and
angles used. Plan ahead so the commercial moves naturally
from opening scene to closing message.
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