TV Spot Process From Concept Through Post Production

TV Spot Process From Concept Through Post Production

Thanks to a host of amazing technical advancements, broadcast commercial production methods have grown in sophistication over the years. The basic process, however, remains the same. Detailed planning, efficient shoots, and decisive yet stylish editing are key. Brushing up on the typical phases will help you know what to expect throughout your next project.


The creative consultation stage involves meeting with your video production agency to discuss the message for your commercial to convey. Due to TV advertising time constraints, limiting your focus to one major topic per spot works best. Decide if you want to promote a specific service, product, event, or your overall business. Provide your target audience demographics, service/merchandise/business facts, sales materials, and any marketing research along with your budget.

Television is first a visual medium and second an auditory one, so it’s a vibrant and dynamic way for advertisers to share short stories with consumers. At Diamond View Studios (DVS), our resourceful professionals dive into the TV spot production process by brainstorming a catchy concept. This essential element combines the general idea, theme, and story behind your commercial.

A new offering launch needs memorable entertainment value while relaying vital details like the main features and benefits. Viewers connect with fellow humans on screen. Posed people smiling or waving at the camera can look hokey. But typical patrons using your merchandise will make it relatable while highlighting its desired and/or versatile features. Involved performers help draw in your customer base more than static shots of your facility’s parking lot, exterior, and interior.

If you want to advertise multiple related items, your production team can design a series of spots in a harmonious style with each emphasizing a distinctive offering. Reusing the same spokesperson, colors, typefaces, jingle, tagline, etc. will create an easily recognizable consistency. Such repetition will help shoppers identify your company’s messages from the start.


Turning your storyline into a tight, well-timed script helps deliver your message quickly within a limited interval. Short, direct, punchy statements will grab your prospects’ attention. Self-explanatory visuals can relay your story successfully, even if viewers mute the volume. Likewise, descriptive audio can help them realize what you’re advertising when their TVs are out of sight. An effective call to action prompts store and website visits. Closing contact details include your physical location, an easy way to find it, website address, and phone number.

Storyboarding the script comes next to map out each shot. A sequence of images similar to a comic strip shows how your spot will progress. Dialogue may appear under every storyboard frame. Other tasks include scouting and reserving locations, casting talent, collecting props, developing shot lists, renting any extra equipment, and all scheduling. Since time is money literally, video experts structure commercial shoots precisely. Carefully planning avoids them running too long, which could entail paying extra for locations, actors, and equipment.


DVS specializes in lighthearted yet organized shoots. Your director uses the script and shot list to guide the process. A professional production team also includes more specialties like producers, wardrobe, makeup artists, lighting and sound crews, and cinematographers. These experts make sure that each set, prop, costume, light, microphone, actor, and every other necessity exemplifies the commitment to excellence they represent.

Principal photography, a type of dress rehearsal, precedes the actual shoot typically. This practice step helps the director make last-minute adjustments as necessary to prevent costly mistakes. When the shoot begins, multiple action and dialogue takes facilitate upcoming editing.


Video and sound editors add various creative finishing touches during the post-production phase to translate the original concept into an intriguing polished product. After reviewing the footage, the video editor combines clips with the best talent performances and production values. He embellishes them with additional elements like titles, photographs, graphics, and animation.

Then sound mixing begins to even out audio levels. The sound editor adds any scripted voice-over announcements, sound effects, and music. These miracle workers can turn various clips and supportive frills into a cohesive message that’s bound to grab shoppers’ attention and drive sales.


Commercial Delivery

Finally, the last step is exporting your spot according to each TV stations’ specified format. To increase your reach, make your commercial available on YouTube and various social media sites like Facebook as well as your company website.