The Commercial Video Production Process

Tuesday, September 1st, 2015

Commercial Video Production

For the inexperienced, commercial video production can be a bit confusing as well as daunting. The amount of work that goes into professional video is staggering. So I thought I would break down the typical steps I follow for every new video project to help you better understands each stage of your videos creation.


Project Proposal

Before I do anything, I sit down with you to define what type of video you need. Is it for internal or training purposes? Who is the video aimed at? Where is it going to be shown? What is your unique selling point? Whatever your vision is for the final product, I want to make sure your video works towards your goals. This is probably the most crucial stage in commercial video production. The final video could look and sound great, but if it doesn’t do what you wanted it to do, then it is a failure.


Creative Treatment

The creative treatment is the most important element of commercial video production. It defines the concept, summarises the story and determines the creative approach of your video. A well-written creative treatment takes the light bulb glowing over your head and makes it visible to others. I’m more than happy to work with your ideas or to develop an entirely new one that meets your commercial objectives. It is important that all stakeholders your end of the video view and sign off on this treatment as further changes after this stage can incur additional costs.
Creative Video Treatment


With the creative treatment of your video fully fleshed out and signed off, I begin to plan & schedule the production of your video by working backwards from your deadline and creating a working schedule. I source actors, crew, equipment and location. In commercial video production, these may not all be necessary, but people love films and the more film like you make your video, the more likely people are to watch it.



Depending on the type of video you have commissioned, I create a script of all the dialogue and visuals that the viewer will see. This highlights the fine detail of the dialogue and the visuals. Again in commercial video production, this may not be necessary, but it can clearly lay out your video and dialogue.


A storyboard is a written and visual outline of your video. Again in commercial video production this is optional but the storyboarding process helps everyone make sure the visual style and progression of the video reflects your expectations.




All of the work completed to this point is in aid of the production stage of your video and to ensure that it goes as smoothly as possible. This could range from shooting on location or in our studio to creating visual elements which will then be animated.


Once the production element of the project has been completed, I work on editing the first draft of your video. Post-Production is probably the most important stage of commercial video production as it is where your video is made and the narrative constructed.

Draft One

Once the first draft of your video has been edited, I then send you an email with a link to a private online screening where you view your video. You will then provide me feedback on the edit and suggest changes where necessary. Each project comes with 2 rounds of drafts. It is important that all stakeholders your end of the video view and sign off on these drafts as any extra drafts will incur additional costs. It is standard in commercial video production to not colour grade or sound mix the video until the narrative edit has been signed off and locked.


Draft Two

Once I get your feedback, I make the necessary changes to your video and send you a second draft. Again you will be able to comment and suggest changes where necessary however it is doubly important that all stakeholders view and sign off on this particular draft as further changes after the final draft will incur additional costs.


Final Draft Preview

Again notes from the second draft of the video will be implemented into the edit and these changes will be shown to you in the final draft preview. Any further changes at this stage will incur additional costs.


Audio Mixing

Once the edit is complete, the audio is mixed and music is added to bring the video to life.

Colour Grade

I then tweak the colour of the footage and add effects which give your video a compelling and vibrant visual look.


Final Review & Approval

I then send you a link to a private online viewing of your final graded and sound mixed video. This is for feedback on the sound and look of the video. Any further changes to the edit of the video at this stage will incur additional costs.


Final Delivery

Upon final approval, I will send over the completed video in the file type ideal for your videos final destination. If required, I can also give guidance on how to distribute your finished video to your audience.



With the project “signed off” I would then invite you for a bit of feedback. The overall quality of your video and the commercial video production service I provide is very important to me, so if there is anything I can do or could have done then I want to know about it.



I hope you found that useful and that I have at least scratched the surface of commercial video production. If you have any questions then please feel free to get in touch with me.


Videographer | Video Editor | Video Producer | Professional Videomaker | Web Commercials | Talking Heads | Corporate Video


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