An effective commercial can run a successful campaign and convert marketing efforts into sales. However, there are a lot of things involved in producing a commercial. Whether you're a promising videographer or a client needing a commercial, I'm explaining the process and steps on how to record a TV commercial.

How to Record a TV Commercial

To record a TV commercial, you first need to develop a media plan and creative concept to come up with scripts and storyboards. Then, you can scout locations and hire models. You'll need a professional videographer and director to manage the shoot before moving to post-production.

As a commercial videographer and director, I tackle each project with unique and fresh ideas. This process has helped me work efficiently with production teams and provide quality commercials from startups to Fortune 500 companies.

Woman holding a white bottle spray while her hair is styled in curlers

Develop a Media Plan

The first thing you need to do when recording a TV commercial is to develop a media plan. Media planning determines and tracks a budget based on the fees charged by broadcast companies. In addition, you can identify standard requirements you'll need for the creative brief.

What kind of commercial do you want to create?
What are the objectives of the commercial?
What are the brand guidelines?
What is the necessary format?
Where will this commercial be shown?
How long does the commercial need to be?
How much can you spend on producing the commercial?
When should the campaign run, and how long will it last?

Design a Creative Concept

After working on a media plan, you can now develop a creative concept. This covers every proposed idea up to the final agreed plan.

How can the commercial achieve your sales goals within the budget?
How can you make the commercial dynamic, engaging, and informative?

This is a highly collaborative effort, so expect to work with other professionals, such as creative directors, brand managers, or marketing assistants.

Produce Scripts and Storyboards

After agreeing on a concept, you also need to create a script and storyboard to record a TV commercial. I use a script to provide context on when and where to set each frame. Meanwhile, the storyboard serves as the visual intent per frame.

Dixie Dixon showing a shoot storyboard to the models during a break in filming

Script: The script describes whether the commercial will follow a narrative storyline, customer testimonials, or real-life experiences. It will show the speech, voiceovers, interview questions, character dialogue, and acting notes. This includes music, sound effects, and supers or the copy placed over the visuals.
Storyboard: The storyboard explains the narrative visually. It shows elements such as camera angles, focus points, and visual treatment. It sets the commercial's overall look, tone, and feel.

Cast Actors or Models

Hiring the right actors or models for your TV commercial because they will serve as the face of the product or service. The talent's age, sex, and looks should fit the role or represent the demographics targeted by the message.

I have a credible connection with professional models and commercial actors that would suit different roles. However, I can also help with the screening or auditions if clients prefer fresh faces.

Scout Locations and Manage Logistics

Location scouting and handling logistics are crucial parts of recording a TV commercial. Much of what you can achieve during the day of the shoot relies on the location.

I've been photographing and shooting commercials in Dallas for several years. Aside from having the top locations for fashion shoots in Dallas, I also update a list of the best places to hold photoshoots in Texas and beyond.

Prepare a Video Shot List

A huge part of my responsibility as a director and videographer focuses on developing the shot list to record commercials. The shot list serves as a detailed roadmap for me to follow, especially for the camera angles and shot type.

The actual list may depend on the commercial, although these are the common elements in my shot lists. You'll combine these elements to map out the commercial's direction.

Shot types: Wide shot, very wide shot, mid shot, medium close-up, close-up, extreme close-up
Camera angle: Eye level, high angle, low angle, tilt, over-the-shoulder, overhead, point of view
Camera movement: Static, pan, tilt, dolly, crane, handheld, zoom, rack focus

Woman is seen holding a white bottle spray as she leans on a toilet for a BTS still of the commercial shoot of Poo-Pourri

Shoot According to the Plan

The majority of my work as a videographer and director focuses on the actual day of the shoot. Clients may also be present on set, so it's crucial that I'm ready to face feedback and apply changes if necessary.

Technical work: This is where I apply my technical expertise in using professional shooting gear, especially the right camera, lenses, and lighting equipment. I personally handle the camera work and direct the shoot.
Creative work: For this part, I execute the script, storyboard, and shot list I've prepared. I have a sizable production crew on some projects, while others can have a small team who assist me in accomplishing tasks. Moreover, assistant camera operators and production coordinators help manage the set.

Particularly for 30-second spot commercials, every frame, beat, and line matters. As the lead, you'll need to combine your technical and creative skills to construct every detail flawlessly.

Conclusion

Recording a TV commercial involves developing a media plan and creative concept to produce scripts and storyboards. You'll also need to cast talents, scout locations, and prepare a shot list for the actual shoot. Expertly directed by award-winning videographer Dixie Dixon, you can produce TV commercials that will rake in profits.

How to Record a TV Commercial