A Look at the Commercial Video Production Process
Creating a high-quality commercial video might seem like magic from the outside — a slick, polished product that somehow appears out of nowhere. But behind every powerful video is a clear, deliberate process that takes careful planning, creativity and technical precision. Whether you're producing a brand film, a product spot, or a company profile, understanding how the process works helps ensure you get the best out of your production team — and your budget.
So, What Are the Stages of a Commercial Video?
While no two projects are exactly the same, most commercial video production follows three key phases: Pre-Production, Production, and Post-Production. Each plays a vital role in shaping the final product.
Let’s break them down — starting where all good things begin: with a plan.
Planning Makes Perfect — What Happens in Pre-Production?
If the production phase is where the camera starts rolling, then pre-production is everything that happens before it — and arguably, it’s the most important part of the process. This is the stage where ideas are shaped into a clear plan of action.
Key pre-production tasks include:
- Brainstorming concepts – What story are you trying to tell? What message do you want your audience to take away?
- Creating a storyboard – Visualising your video scene-by-scene helps align expectations and avoid costly reshoots.
- Discussing logistics – Where will you film? Who needs to be on-site? Are there permissions or permits to secure?
- Writing the script – The heart of your story. It sets tone, structure, and pacing.
- Planning your shots – This includes shot lists, angles, camera movements and transitions.
- Selecting wardrobe and props – The smallest detail can enhance a brand’s identity or the mood of a scene.
- Establishing a timeline – Deadlines, filming days, edit reviews — it all needs to be mapped out.
- Discussing lighting and audio – Good visuals are key, but clear, well-recorded audio is often what separates amateur from professional.
- Communicating with the crew – Everyone involved should know their role, call times, and expectations.
- Setting reminders for the director and team – From gear checks to client approvals, a prepared team is a smooth team.
A thorough pre-production phase not only prevents surprises on shoot day, but also sets the creative tone for the entire project.
Lights, Camera, Action — Inside the Production Phase
Once everything’s planned, it’s time to capture the footage. This is the most visible part of the process, but thanks to good prep, it’s also usually the most efficient.
During production, you'll typically see:
- The crew setting up lighting and audio to match the plan
- Multiple takes of key scenes to ensure variety in post-production
- B-roll being captured — this supplementary footage adds texture and flexibility to your final edit
- Director oversight to keep shots consistent with the storyboard and brand guidelines
- Client or stakeholder input on the day, often watching playback on monitors to ensure everything aligns with expectations
Filming a brand video for a fitness company, for instance, might involve a full day of capturing scenes at a gym, using a combination of planned interviews, action sequences, and atmospheric cutaways like equipment close-ups or people walking into the building.
The success of the shoot comes down to sticking to the plan, but also being agile enough to adjust when the light shifts — or someone forgets their cue.
From Footage to Final Cut — The Post-Production Stage
After the cameras stop rolling, the storytelling continues in the edit suite.
Post-production involves:
- Organising and reviewing the footage
- Cutting the story together – refining the narrative arc, pacing, and transitions
- Adding music and sound design – background music, voiceovers, ambient sound and effects
- Incorporating motion graphics or animation – perfect for titles, stats, or branded moments
- Colour grading – correcting and enhancing the footage to ensure visual consistency
- Client reviews and feedback cycles – this is where tweaks are made and final polish added
- Editing efficiently means staying true to the original storyboard, but also being open to discovery — sometimes a small, unscripted moment becomes the star of the show.
Wrapping Up
Commercial video production is part creative expression, part logistical puzzle. But when all three phases — planning, shooting and editing — are executed well, the result is a piece of content that does more than look good. It connects, engages and drives action.
Whether you’re producing your first video or your fiftieth, understanding the process gives you the confidence to get involved, ask the right questions, and ultimately get the video your brand deserves.
Thinking about your next project?