Video production for television commercials isn’t about making something that just looks good. It’s about creating content that serves a clear business purpose—whether that’s driving awareness, explaining a product, or getting someone to take action. The best commercial videos don’t just entertain or impress—they work. And that only happens when every part of the production process is tied back to a specific goal.
This process starts long before the shoot. A smart commercial doesn’t begin with a script or a visual idea—it begins with a strategy. Why are you making this video? Who’s it for? Where will it live? What’s the one takeaway you want the viewer to walk away with? These aren’t side questions—they’re the foundation. And when they’re skipped, the result is often a good-looking video that doesn’t do much. We call this pre-production.
Once the objectives are locked in, the creative work begins. This includes writing the script, developing visual treatments, and mapping out how the message will unfold across a 15-, 30-, or 60-second spot. At this stage, the concept has to serve the platform as much as the message. A commercial for Instagram Stories looks different than a pre-roll YouTube ad or a broadcast TV spot. The structure, pacing, and even aspect ratio need to reflect where and how people will experience the content.
From there, video production for commercials moves into the execution phase: casting talent, scouting locations, building sets if needed, and assembling the crew. Depending on the size of the production, that team might include a director, producer, director of photography, art director, gaffer, sound mixer, and more. Every role has a job to do, and the producer is the one keeping it all aligned—creatively and logistically.
On shoot day, the focus shifts to performance and precision. There’s a limited window to capture everything—especially if locations are rented or talent is on a half-day. Every frame has to count. This is where experience matters. A seasoned production team knows how to pivot if a shot doesn’t work, how to manage time without sacrificing quality, and how to keep everyone moving toward the finish line without burning out the energy in the room.
After production comes post. Editing, motion graphics, sound design, music licensing, color correction, revisions. This phase is about tightening the story, reinforcing the message, and making sure the final piece delivers what the original strategy intended. It’s also about creating cutdowns and variations that extend the reach of the campaign—shorter edits for social, teaser clips for stories, different aspect ratios for different channels.
The truth is, video can be a powerful tool—or a very expensive distraction. What makes the difference is structure. That’s why working with the right team—whether it’s a full-service agency or a dedicated video production company for commercials—is critical. You’re not just hiring a crew. You’re choosing a partner to help shape your message and make sure it shows up in the right way, in the right places, for the right people.
If you’re planning a commercial campaign and want to make sure the video side of it doesn’t just look good but actually works, having the right production partner can make all the difference.
Awakened Films helps brands and agencies bring strategic campaigns to life with video content that’s built to perform—on screen and in-market.
https://awakenedfilms.com/our-work/commercial-video/