16/05/2025
Producing a TV commercial (TVC) involves multiple stages—from concept development to final delivery. Below is a breakdown of the process, whether you’re working with an agency or producing independently.
1. Pre-Production (Planning & Preparation)
A. Brief & Strategy
Client Brief: Understand the brand’s goals, target audience, and key message.
Creative Concept:Brainstorm ideas (script, storyboard, mood board).
Budget & Timeline: Define costs (production, talent, locations, post-production).
B. Scriptwriting & Storyboarding
C. Casting & Crew Hiring
Actors/models/presenters
Production Team:
Director
Director of Photography (DOP)
Production Manager
Sound & Lighting Technicians
D. Location Scouting & Permits
E. Equipment & Logistics
Camera Gear: 4K/8K cameras, drones, gimbals.
Lighting & Sound: Mics, reflectors, boom poles.
Props & Wardrobe: Branded items, costumes.
2. Production (Filming the Commercial)
A. Shoot Day(s) Setup
Call Sheet: Schedule for cast & crew.
Lighting & Camera Tests:Ensure optimal visuals.
B. Filming
C. Wrap-Up
3. Post-Production (Editing & Finalization)
A. Video Editing
Assembly Cut: Rough edit following the script.
Fine Cut: Refine transitions, pacing, and effects.
Color Grading: Adjust tones (warm, cool, cinematic).
B. Sound Design & Music
Voiceover Recording:Professional studio session.
Sound Effects & Music:Licensed tracks or custom score.
Mixing: Balance dialogue, music, and SFX.
C. Visual Effects (VFX) & Graphics
Motion Graphics: Animated text, logos.
CGI (if needed): 3D product animations.
D. Client Review & Revisions
Submit draft for feedback.
Make final tweaks.
4. Delivery & Distribution
A. Final Export
Format: HD/4K, 16:9 or 9:16 (social media cuts).
Codecs: H.264 (MP4), ProRes (broadcast quality).
B. Media Placement
TV Networks: Submit to channels (DSTV, SABC).
Digital Platforms: YouTube, Facebook, Instagram.
Cinema Ads: If applicable.
C. Performance Tracking
Monitor viewership, engagement, and ROI.
TV Commercial Production Timeline
Stage Duration (Approx.)
Pre-Production 2–6 weeks
Production 1–5 days (depends on complexity)
Post-Production 2–4 weeks
Total 4–12 weeks