You did your homework. You developed a plan for your TV commercial, got some ideas down on paper, and developed a clear vision for what you want out of your TV commercial. You found a production company that matched your budget and vision. You were involved with the shoot and can’t wait to see the results. It’s now time to edit your commercial during a process called post production.
During post production, all of the footage is captured, reviewed, and the best takes are selected. The script is voiced over, graphics are created, and the TV spot is edited. This process can be lengthened (and can result in additional costs) if you go into it unprepared. Not having a clear vision of what you want before the shoot can result in shooting anything and everything during the shoot. Each shot may have been rushed because the videographer didn’t know what was important and what wasn’t. During post production, an idea is formed and then you start looking for footage. A good video producer will be able to tackle most challenges in telling the story well with the footage acquired. But he can do an even better job if he has an idea of what is needed to create your commercial in the best way possible.
When a client doesn’t have a clear vision of what he wants during a project, a producer will create a commercial that, upon first viewing, may not cover the elements a client finds important. This can be avoided if a vision is clearly communicated to the producer beforehand. This process is what is sometimes called “revision hell.” A spot is created, then recreated over and over, until the client sees what he wants. Many production companies don’t mind this because often after the first or second set of revisions, the meter starts running. But a reputable company will try to steer the project in the right direction as soon as possible, going so far as to help before the shoot in developing a plan.
The biggest lesson to take into post production is to have a clear vision of what you want and communicate that to your production company. This will not only keep your costs down, but it will produce a better product for you and your company. And with this better product, you’ll be able to reach your customers more effectively.
Local television commercials have the best chance of providing a business with a return on investment when the advertiser is a reputable company offering a good-value proposition on a product or service that people want or need. Even with a limited budget, a professional production company can produce a clean, clear, powerful announcement when the client provides proper direction and good communication.