Creating TV Commercials

 Pre production

Create a script

–Script is a document split vertically in half

–Video actions on one side, audio (sound) on the other

Writing a script

–Write for a passive audience and noisy environment

–Write for a mass audience

–Focus both on what is seen and what is heard

Common script abbreviations

LS (long shot)

MS (medium shot)

MCU (medium close-up)

CU (close-up)

ECU (extra close-up)

Script terms

Fade: gradual dissolve of a scene, or blend with following scene

Cut: sharp, quick end of a scene, or jump to following scene

Pan: rotate the camera, in order to:

–Display a wide panorama

–Follow a moving object

Zoom:  (in, move closer to object; out, move away)

-Super (superimpose images or words on scene)

-VO (voice over narration)

Storyboard

The second “blueprint” of the commercial

Features art and copy depicting audio and video

Laid out like a comic strip

Primary function: persuade the client

Pre-Production(cont)

Biggest difference from print: group effort

Producer (usually in the agency) seeks bids from studios

Director (affiliated with the studio) is hired

Producer and director hire a cast

Rehearsals are done while a set (if necessary) is built, or a location is scouted

Production

Most commonly, finished in one day

Get 3 good takes for every scene

Get scene from several angles

Scenes w/o live sound shot last

Shoot the board, then freelance!

Postproduction

Tape: you are ready to watch

Film: 24 hrs until “dailies”

Rough cut: Edit the film, no sound or effects

Interlock: Add sound, still no effects

Answer Print: the original

Distribution Prints: copies of the Answer Print