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. In fact, even though these ads are not broadcast on the TV channel today, reaching the target audiences can be much faster because they have the chance to be broadcast on the web -youtube etc.-. Today, television media has been replaced by the internet and social media.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.
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:
Interviewing with the Customer & Taking a Brief
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.
Production Process (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.
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.