In today’s marketing world, video is growing strong yearly as a tool for businesses of all sizes.
That’s because video content is 50 times more likely to drive organic search results than any other type of content.
Whether you're a small business aiming to increase your reach or a major brand looking to refine your marketing strategy, understanding the basics of commercial video production is essential.

This post will guide you through the process of commercial video production, from planning to execution.

What is Commercial Video Production?

*BTS Image from our campaign with SodaStream & Pepsi*

Commercial video production refers to the creation of video content specifically designed for marketing or business purposes. Unlike personal or non-commercial videos, commercial videos are produced with the intent to promote a brand, service, product, or cause.

There are many types of commercial video production, each serving a different purpose. These include:

Advertisements – Short videos designed to promote a product, service, or event.
Corporate videos – Used internally or externally to communicate with stakeholders or employees.
Product demos – Videos showcasing the features and benefits of a product or service.
Brand videos – Designed to strengthen a brand’s identity and connect with its target audience on an emotional level.

Commercial video production is a powerful tool for businesses to enhance their marketing efforts, increase conversions, and create a memorable connection with their audience.

The Key Stages of Commercial Video Production

Creating a commercial video involves several stages, each with its own set of tasks. The main stages include:

1. Pre-Production

This is the planning phase where everything is mapped out before the cameras start rolling. It includes:

Scripting: Writing a compelling script that communicates your message clearly and effectively.
This might be completed from the in-house team of the client, or the agency if they work with one.
Storyboarding: Visualising the scenes and shots to determine the structure of the video.
Ideally you can hire a storyboard artist for those or use a tool as Storyboarder by Wonder Unit.
Casting: Selecting the right actors, presenters, or voice-over artists.
Depending on your budget you might want to hire a casting director, contact a casting agency, or go to the open market and find someone yourself through sites like Starnow & Mandy.
Location Scouting: Choosing the perfect locations for filming.
You can hire a Location Manager, source locations through previous locations you’ve used or use marketplaces of locations for filming purposes such as Scouty.

P.S. If you want to receive more recommendations for platforms like the above sign up to our Founder’s Video Production newsletter ‘Videos with Purpose’. Link here

2. Production

This is the stage where the magic happens—filming the video itself. Key elements of production include:

Filming: Capturing the footage on camera.
Directing: Managing the actors and crew to ensure the right tone and message are delivered.
Lighting: Using appropriate lighting to enhance the visual quality of the video.
Sound Recording: Capturing clear and crisp audio.
Art Direction: Using props and set design to elevate your sets and increase the production value of the video.

3. Post-Production

Once the footage is filmed, it enters the editing phase, which includes:

Video Editing: Cutting and arranging the footage to tell a coherent story.
Colour Grading: Enhancing the visual appeal with colour correction.
Sound Design: Adding background music, sound effects, and voice-over.
Visual Effects (VFX): Incorporating graphics, animations, or special effects if needed.

4. Delivery and Distribution

Once the video is complete, it’s time to distribute it across the relevant channels. This may include:

Online platforms (YouTube, social media, websites)
Television commercials
Email marketing campaigns
Billboards (exciting)

**Everything leading to a happy Producer right after the project is done and both crew & client are really happy with the results.**

For anyone who is wondering — yep that’s me.

Essential Elements of a Successful Commercial Video

A successful commercial video is more than just good visuals and a catchy tune. It needs to be unique and direct enough so your target audience gets to pay attention among the thousands of ads they say daily. Some essential elements of an effective commercial video include:

Scriptwriting and Storytelling: The backbone of any good commercial video is a great story. Your script should speak directly to your audience’s pain points or desires and show how your product or service can solve their problem. You can use a website like Deck of Brilliance to come up with ideas.
Cinematography and Visual Style: The way the video is shot can have a huge impact on its success. High-quality cinematography, including camera angles, lighting, and shot composition, will help create a hero product that stands out especially during UGC and AI generated era where final videos are lower effort assets.
Sound Design: Music, sound effects, and voice-over can elevate the emotional tone of the video. The right soundtrack or sound design can make your video more memorable. Make sure to have the usage copyrights for those.
Call-to-Action (CTA): At the end of the video, you should include a strong CTA that tells the viewer what to do next, whether it’s visiting a website, making a purchase, or signing up for a newsletter.

How to Use Commercial Video for Business Growth

Commercial video production isn’t just about creating content for the sake of it. When done right, video can significantly impact your business growth. Here’s how:

Raise Brand Awareness: A memorable commercial can quickly communicate your brand’s identity and values, helping to increase brand recognition and loyalty.
Boost Conversions: Whether it's through a product demo or a compelling testimonial, videos can encourage viewers to take action.
Leverage Social Media and Online Platforms: Platforms like YouTube, Instagram, TikTok and Facebook are perfect places to showcase your commercial videos. Sharing your videos on these platforms will help you reach a broader audience and increase engagement.
TV: You’ll listen a lot online, especially from people who got into content creation through social media, that TV is a dead medium. Listen, even nowadays TV remains the strongest medium and the one that brings the best ROI among different channels. Consumers still know that if they see something on TV it is legit, compared to the false advertising and scams you’ve to fight on social media constantly.

Common Challenges in Commercial Video Production and How to Overcome Them

While commercial video production can be incredibly rewarding, it’s not without its challenges. Here are some common issues businesses face and how to handle them:

Budgeting and Costs: Commercial video production can get expensive. To keep costs under control, plan your budget carefully and determine where to allocate resources. It’s important to understand that high-quality video doesn’t always have to come with a high price tag. Develop your brief and be respectful towards all your suppliers. Get opinions from different companies but be careful of companies that charge a LOT less than the competition. They might be the ones that end up being the most expensive, because of messing up and needing to do the job twice.
Timelines and Deadlines: Producing a commercial video often involves tight deadlines. A detailed production schedule, clear communication with the team, and careful planning will help ensure the project stays on track. Again, communication is key!
Creative Differences: When working with clients or collaborators, it’s common to experience creative disagreements. Open dialogue and compromise are key to resolving these issues and ensuring the final product meets everyone’s expectations. Use visuals like storyboards to ensure you’re all on the same page and if you’ve the time create something like an animatic or previs.
Choosing the Right Production Team: Not all video production companies are the same. Look for a team that understands your vision, has the right expertise, and aligns with your goals.

Conclusion

Commercial video production is a dynamic and creative process that can deliver significant results for your business. Whether you’re looking to raise brand awareness, engage your audience, or boost sales, video is an incredibly powerful tool. By understanding the key stages of production and focusing on essential elements like storytelling, cinematography, and sound design, you’ll be well on your way to creating impactful commercial videos that drive growth.

If you’re looking for a partner to help you create commercial videos or you’re a creative who looks for a team to support you, reach out!

You can see our work here

Introduction to Commercial Video Production: A Beginner’s Guide in 2025

What is Commercial Video Production?