Steps to Follow for Making a Commercial Film

making a commercial

Steps to Follow for Making a Commercial Film

Advertising films are a very important marketing tool to promote products or services. However, making a commercial is a very complex process and involves many steps. Following these steps correctly is very important for the success of commercial film production. Here's more information on the steps to follow when making a commercial:

The commercial film preparation process consists of several steps. First, the target audience of the ad is determined and a scenario is prepared for the target audience. After the script is prepared, the shooting locations are determined and the necessary equipment is provided. In addition, the actors and production team to be used in the advertisement are determined.

Advertising film shooting is the most important step of the production. During shooting, attention is paid to technical details such as camera angles and lighting. It is also very important to use a language suitable for the target audience of the advertisement and to keep the narration simple.

The equipment used in the commercial film is very important to obtain a quality product. Choosing the right equipment such as professional cameras, microphones and lighting equipment will increase the quality of the advertisement.

The commercial film production continues after the completion of the shooting. Editing, one of the post-production steps, ensures the most effective use of footage. In addition, the music and sound effects to be used in the advertisement are added during post-production.

In short, making a commercial is a very laborious process, but if the right steps are followed, very successful results can be achieved. Correctly determining the steps to be followed in making commercials is critical to obtaining a quality and effective commercial film.

Of course, it is not considered necessary to carry out all these processes inhouse, that is, in-house, and maintain its existence as a department, since it is both costly and continuous commercial films are not prepared. Preparing the commercial film and then the commercial voice-over service is undertaken by a professional advertising agency and subsequently the advertisement voice-over service is undertaken by the voice-over and dubbing agencies. Or a production sits at the table for both.

As known commercialsIt is one of the most effective tools prepared for audio and visual communication tools and used for promotional purposes. Therefore, when watched, it increases the interest of customers about the brand and company. For years, it has sold every product imaginable, household products, goods/services, political campaigns, etc. Advertising films were used to sell. Even today, these ads are not broadcast on the TV channel, but on the web –YouTube etc.- since it has the chance to be published, reaching the target audiences can be much faster. Today, television media has been replaced by the internet and social media. Now these films are made in accordance with these channels. In addition, we can see that these films are also used effectively as teasers in conferences and exhibitions.

Before we talk about the commercial film production stages, we would like to introduce the people involved in a project in the film production process:

  • Producer: The manufacturer is the only point of contact between you and the manufacturing company, unless there is a dedicated staff member serving the customer. From the beginning of the project to the final screening of the video, all your communication will be through this person.
  • Director: He is the creative brain behind the project. His vision will be reflected in the final version of the video. That's why it's important that they get a proper understanding of your brand stance and marketing needs.
  • Director of photography: It is the experts who decide on the camera to be used, adjust the lighting for each shot, and decide on the perspective at which the shot should be taken. A good cinematographer can make even low-budget movies look like masterpieces.
  • Copywriter: They're wordsmiths who place your marketing goals into footage from the scenes that are put together to form the story of the video. Remember, video is a visual medium, so a good copywriter puts an emphasis on showing rather than just talking.
  • Voiceover Artist: Male or female artists give their voice to the marketing video. To make the video truly effective, voice actors must be chosen wisely. More information on this topic for sample audio demos Sound Bank you can visit.


  • Preparing a commercial

The steps to be followed in the commercial film production process with these people who will be involved in your project will be as follows:

First Step for Preparing a Commercial Film: Interviewing with the Customer & Taking a Brief

The first step in making a commercial should be to get a brief by interviewing the customer. This step is one of the most important steps in the commercial film production process and is very critical for the success of commercial film production.

Interviewing with the customer is important to understand the purpose and message of the commercial. This interview helps to get the basic information for preparing the script of the commercial. Meeting with the customer and determining a suitable language and expression style for the advertisement are determined in this step.

At this stage, the customer and the manufacturer; It is a step where topics such as marketing objectives, target audience to reach, brand image, expectations from the project are discussed. There should be open communication between the agency and the firm.

The result of this step is a detailed advertising concept, along with the budget and timelines submitted by the production company, and the production phase begins.

Second Step Production Process for Commercial Film Preparation (Text Creation & Storyboard)

This stage ad text and the draft scenario is prepared and then developed, the film crew is determined, the storyboard is prepared, the necessary permissions are obtained if needed, and the shooting dates are fixed.

As a result of this step, a presentation is made and approval is obtained by meeting with the customer again for the approval of the planning.

After completing the first step for the preparation of the commercial, the second step is called the production process. In this process, there are the stages of creating the text and preparing the storyboard of the commercial film. These steps are very important for creating the vision of the commercial and starting the production process.

Creating Text: The text of the commercial should be written in a language suitable for the target audience. A script is drafted by the copywriters, taking into account the target and message of the commercial. This outline outlines the commercial and includes camera plans, venue features, casting, and other details for future use.

Storyboard Preparation: Storyboard is a series of drawings that depict what the commercial will look like visually. In this step, a storyboard is prepared in accordance with the scenario outline. This storyboard includes how each scene will look visually, camera angles, locations, and characters. This is very important to come up with a plan for use during shooting.

The storyboard is very important to get an idea of the entire commercial. The story and visual design of the commercial is shaped in this step, and everyone, such as producers, actors, venue owners and production teams, works by following the guidelines outlined in the storyboard.

Creating the text and preparing the storyboard, which is the second step of the production process of the commercial film, is very important to determine the outline of the commercial film. These steps provide the basic blueprints needed to establish the vision for the commercial and begin the production process. Completing these stages correctly ensures the preparation of the basic materials that will be used in the later stages of the advertisement film.

Video Production (Production Team Creation & Casting & Shooting)

The plan created in the previous stage is put into action at the production stage. First of all, a production team is established and the casting process is completed. This process; It is the stage of assigning players according to the character. After that, the shooting process begins. In this process, if the shoot needs a special place, such as a home or kitchen, depending on the scenario, a suitable studio is hired and supported with the help of set designers.

Shooting a mid-budget commercial, people of light, make-up artist, camera operators, director, producer etc. It consists of a team of at least 10 people. The shooting process is a slow one as each shot must be properly lit. It is therefore essential that the film crew devote sufficient time to getting the best possible shot.

Post Production (Post Production)

Post-Production, which is the final stage of creating the commercial video, includes editing the captured video, creating graphics and animations, music composition, voiceover if necessary and color correction if necessary.

These are named under three headings as follows:

a) Editing / Montage
The sequence of images and sounds in a scenario in accordance with a certain purpose is called "editing" or "montage".

b) Color Correction & Color Grading
It is a technique of changing colors within an image. This can be a drastic change (from blue to red) or a subtle change (white balance).

c) Voice Over
In advertising videos, they are voices that do not have a character counterpart, called voice-overs. It is done by the voice actors by reading the advertisement texts specially prepared for the brand.

Below you can see examples of commercial film content by BiberSA Production. Advertising film is necessary for any business that wants to use the media effectively. However, a commercial film that does not come out of qualified hands is a serious cost. In this respect, entrust your commercials to qualified brands with strong references. You can use the contact button below to contact BiberSA Production.


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