Pre-Production for Commercials: The Key to a Successful Campaign
In the world of commercial video production, the magic doesn’t just happen on set, it starts long before the cameras start rolling. In fact, successful commercials are made in the pre-production phase.
This stage is all about planning, strategising, and organising all the moving parts that will eventually come together to create a memorable ad. If you get pre-production right, the production and post-production phases have a much higher chance to flow smoothly and effortlessly.
What is Pre-Production for Commercials?
Pre-production is the planning phase that occurs before filming begins. It’s the period between job awarded (when the client decides who has won the pitch) and the shoot days. It involves all the tasks and decisions necessary to get everything in place for the shoot. In the context of commercials, this is where you develop your creative ideas, and ensure all the logistical details are sorted out. The goal is to have everything ready so the shoot and post production runs efficiently and on budget.
Key components of pre-production include:
Concept Development and Scriptwriting
Budgeting and Scheduling
Storyboarding
Location Scouting
Casting
Assembling the production team
Why Pre-Production is Crucial for a Successful Commercial
Pre-production is the foundation for a successful commercial, and skipping this stage or rushing through it can result in costly mistakes during production. Here's why it's so important:
Clarity and Direction: Pre-production helps define your commercial’s vision and execution plan. A script is an idea structured by words on a document, and you need to make sure that before the shoot everyone is on the same page of what the visualisation of it is going to look like.
Efficient Budgeting: Planning ahead allows you to allocate your budget effectively. From location fees to talent compensation, knowing where your money is going ensures you don't face any unpleasant surprises during filming. Unfortunately though those surprises will arise, it’s the nature of production, so be clever with moving figures around to keep steady the total figure in your budget.
Smooth Operations: The more you plan in pre-production, the smoother the production process will be. With clear plans in place, your crew will know what to expect, and there will be fewer delays, distractions, and problems during the shoot. The better the job a production team has done on the pre-production the less they need to work on the shoot days.
Creative Control: Pre-production allows you to explore different creative options (such as camera angles, set designs, and visual styles) and decide what works best for your project. You can experiment with concepts without the pressure of time and resources during production. At the end of the day you always want to give an option to the client to kill.
Again though in most projects nowadays time is a luxury. But the more you plan and the more time you allow yourself, the better results you’ll get.
The Key Stages of Pre-Production for Commercials
There are several key stages involved in pre-production for commercials. Each stage is important and serves a specific purpose in making sure the commercial turns out as planned. Let’s take a closer look:
1. Concept Development AND SCRIPTWRITING
In the traditional sense, this is something that has been already signed off from the client by now, and the agency already has a script that they work on with the selected Director and Production Company. You can’t really plan properly before you have your script signed off as this is what is going to affect all the aspects you need for your shoot.
So when you pitch on a job, make sure to ask this question first: “Has this script been signed off?”
2. Budgeting and Scheduling
Again in the traditional sense, those have been already provided to the agency when you bid for the job. But during pre production things are going to change, no matter how much you try. It’s important to stay on top of your numbers, make sure the overall budget is still on track and you don’t lose money or eat from your markup (most often 20% of the production budget). In your schedule also put important dates for all key people like casting director, production designer, storyboard artist, location manager etc. plus any important dates like casting sessions, wardrobe calls, location approval from the client etc.
3. Storyboarding
Storyboards is a very important part of your pre-production phase. It’s the bridge that aligns all sides in regards to what we plan to film as everyone can visualise a script in a slightly different way. It’s the opportunity for the agency and the client to give important notes regarding their product to ensure that it is being promoted in the aspired way.
Usually after you award a job, you put together a schedule with a PPM (Pre Production Meeting) and a Pre PPM date in.
On the Pre PPM the client will expect to see some storyboards to know what the ad is going to look like and the Director’s vision. On the PPM you sign off all of them as it’s very close to the shoot date. You’ll definitely need to hire a Storyboard artist or for a smaller project you can use a tool like Storyboarder by Wonder Unit, link here.
Usually for a 30 second post you create about 15-20 boards.
When we need no budget stuff, we even created boards like this. Even that is better than nothing.
4. Location Scouting
Choosing the right locations for your commercial is key to conveying the right atmosphere and vibe. Location scouting involves:
Finding locations that fit the concept and script
Securing necessary permits and permissions for filming. This is probably the biggest headache as permits can take from 3-8 weeks depending on what you’re looking to do, and you need client approval on location before you can apply for one. Also permits cost money regardless if you end up using the location or not after all, as they’re non refundable.
Never make the mistake of presenting your client with a location they’ll love if you’re not 99% certain you can book it.Ensuring the location has all the technical requirements. You’ll need power, if that’s external it means a generator, if you record sound you might need to consider something like an Ecoflow. You’ll need parking close to set for all your tech vehicles. You’ll need a unit base to host your catering and crew vehicles and toilets. You’ll need trailers or rooms depending on if you film inside or outside to host your talent, your hair and makeup, your wardrobe. You’ll need boogie vans for your client and a place to host your video village. All these and more requirements are stuff your location manager should worry about. Can you do it as a producer? Of course, but it’ll take you longer due to lack of experience, and very soon you’ll get busy enough to deal with it.
5. Casting
The talent in your commercial plays a crucial role in bringing the concept to life. Casting involves:
Finding the right actors, models, or voice-over artists who align with the brand and concept. Ideally hire a Casting Director for reasons similar to the location manager. Plan Casting Sessions, with the Director and do Recalls after to present options to the Agency and Client before they approve the ones they want.
Negotiate with their agents on usage fees, although that’s something that usually the agency will cover. You’ll though be responsible for their transport, travel and accommodation. Plus you’ll have to organise their wardrobe call or fitting day and potential rehearsals ahead of the shoot.
Coordinating the actors’ schedules to ensure they’re available for the shoot. You’ll also have to secure them for a potential re-shoot as many agencies require that in case there needs to be some pick ups or there is a reason that doesn’t allow you to shoot on the agreed date e.g. weather day. It’s an insurance process.
6. Assembling the Production Team
Pre-production also involves gathering the right team to bring your vision to life. This is the most important step and why many people work with the same team on almost every project. It’s hard to find a team that clicks and things flow smoothly. This includes:
Casting Director, Location Manager, Production Designer
Cinematographer and camera/lighting crew
Editors and post people like colonists, VFX Artists, sound designers, music compositors etc.
Makeup artists, costume designers, and production assistants
How Pre-Production Impacts the Final Commercial
Investing time and effort into pre-production will make a huge difference in the final product. A well-planned commercial ensures that:
The story is told clearly and effectively.
The video looks professional and as it was promised on your treatment and storyboards.
The brand’s message is communicated consistently, and the product shots are probably the best of your film.
The commercial resonates with the target audience and drives the desired action.
Most importantly, you deliver within budget and on time.
Common Pre-Production Mistakes to Avoid
While pre-production is critical, it’s easy to make mistakes if you’re not careful. Some common mistakes include:
Skipping the storyboard: Without a visual guide, the filming process can become chaotic, and shots may not align with the concept. I’ve seen people making ads using only a script. It’s not practical, and it’ll lead in difficult conversations throughout the shoot or after the first draft of the offline. Ideally, you also want to do something more than storyboards and create either a pre-vis or an animatic.
Not allocating enough time: One thing everyone will ask you for is more time. Prepare to have to prioritise as you can’t give usually everyone the time they want, but never do so before you ask them if they can still deliver within the provided timeframe. Throwing your team under the bus is not a good practice, and will fire back.
Underestimating the budget: Failing to plan for all expenses, from talent fees to location costs, can result in budget overruns. While you bid for a project ask for quick estimates (quotes) from suppliers of different departments e.g. camera, lighting, SFX, edit houses etc. to ensure you budget enough money. Things in production cost a lot, and you can easily be out by thousands of pounds if you don’t due your research.
Conclusion
Pre-production is the secret ingredient to a successful commercial. By dedicating time and resources to planning, you’ll set yourself up for a smooth production process and ensure your commercial turns out exactly as you envisioned. You’ll impress both your agency and client.
Don’t skip this essential phase, your commercial’s success depends on it!
Create template documents over time to speed up your processes and ensure quality control across all your projects.
If you’re on the lookout for a video production company for your next project, get in touch.