Planning a Commercial Video Shoot: A Checklist for Brands
The quality of a commercial is mostly decided before anyone touches a camera. Here is what we work through with every client at Boston Mountain Creative before a shoot day, written as a checklist you can use whether you work with us or not.
First, define the one thing the video must do. We need a video is not a goal. We need first time customers to understand what makes us different is. Pick one primary objective: awareness, a specific promotion, recruiting, or direct response. One video, one job. When a commercial tries to do three things, it does none of them.
Second, know who it is for and where it will run. A 30 second spot for local broadcast, a 15 second vertical ad for Instagram, and a 90 second homepage brand piece are different products. Decide placement before scripting, because placement dictates length, orientation, pacing, and whether you can rely on sound. Most social video plays muted, so plan for captions.
Third, script and storyboard before you schedule. Every hour spent on the script saves several on set and in editing. You need agreement in writing on the message, the structure, who appears on camera, and the call to action. Lock this with all decision makers before the shoot. Mid shoot script changes are the most common cause of budget overruns.
Fourth, sort locations, permissions, and logistics early. Shooting in your own business is cheapest, but plan for parking, a quiet hour for interviews, and staff who know a crew is coming. Public locations around Northwest Arkansas may require permits, and popular spots book up. A professional production company should handle permits, on camera releases, and music licensing for you.
Fifth, decide who is on camera. Real employees and customers read as authentic and cost nothing, but they need coaching and patience. Professional talent is consistent and fast but adds budget. For most local commercials a hybrid works: the owner or team on camera with a professional voiceover carrying the message.
Sixth, budget for the whole life of the video. A realistic budget covers planning, shoot day, editing, revisions, and the deliverables you will need in multiple lengths and formats. Ask for cutdowns and social versions upfront; adding them to the original scope costs far less than ordering them later.
Finally, build a sane timeline and plan measurement before launch. Most commercial projects run two to six weeks from first conversation to final delivery. If the video supports a launch, work backward from the go live date and add buffer for weather.
Boston Mountain Creative plans and produces commercials for brands across Northwest Arkansas, and we handle everything above as part of the process. Email lane@bostonmountaincreative.com or call (479) 877-5203 to talk through your shoot.
