What Goes Into Producing a Television Commercial
Television commercials remain one of the most powerful forms of advertising. A 30-second TVC that airs during prime time can reach millions of viewers and shape brand perception for years. But behind those polished 30 seconds lies weeks of strategic planning, creative development, and meticulous production work.
At Motion By Design, we’ve produced television commercials and broadcast-quality content for brands across Australia. Here’s an inside look at how a professional video production process works from initial brief to final delivery.
Phase 1: Strategy and Creative Development (Weeks 1-2)
Understanding the Brief
Every TVC begins with a thorough understanding of the client’s objectives. What action should viewers take after watching? Who is the target audience? What’s the competitive landscape? What emotions should the ad evoke? These strategic questions shape every creative decision that follows.
Concept Development
Our creative team develops multiple concepts, each presenting a different approach to achieving the campaign objectives. These aren’t just ideas — they’re fully developed concepts with scripts, visual references, tone-of-voice guidelines, and preliminary storyboards. Clients typically see three to five concepts before selecting the direction that best aligns with their brand and objectives.
Scriptwriting and Storyboarding
Once a concept is approved, we develop a detailed shooting script and storyboard. The storyboard is essentially a comic-book version of the ad, showing every shot, camera angle, and transition. This document becomes the blueprint for the entire production and ensures everyone — client, director, crew — shares the same vision.
Phase 2: Pre-Production (Weeks 2-3)
Casting and Location Scouting
For live-action TVCs, casting is critical. We work with casting agencies to audition talent, reviewing hundreds of submissions to find performers who embody the brand’s personality. Simultaneously, our production team scouts locations, assessing lighting conditions, acoustic properties, accessibility, and visual backgrounds.
Production Design
Production design covers everything the camera sees: set construction, props, wardrobe, makeup, and styling. Every element is chosen deliberately to reinforce the brand message and create the intended atmosphere. Nothing in a well-produced TVC is accidental.
Technical Planning
Our director of photography plans the camera setups, lighting rigs, and equipment requirements. This includes deciding between formats (4K, 6K, film-look), lens selections, lighting styles, and any special equipment like drones, sliders, jibs, or Steadicams.
Phase 3: Production Day (Week 3-4)
The Shoot
A typical TVC shoot involves 15-30 crew members working 10-12 hour days. The director works with talent to capture performances, while the director of photography manages the camera and lighting teams. A producer manages logistics, timing, and client communications throughout the day.
Client Presence on Set
We encourage clients to attend the shoot — seeing the creative process firsthand builds confidence and allows real-time feedback on performances and compositions. A dedicated client monitor shows exactly what the camera captures, and our team welcomes questions and input throughout the day.
Phase 4: Post-Production (Weeks 4-6)
Editing and Assembly
Post-production begins with reviewing all footage and selecting the best takes. The editor assembles a rough cut that follows the storyboard structure, then refines timing, pacing, and emotional beats through multiple revision rounds. Sound design, music composition or licensing, colour grading, and visual effects are layered in progressively.
Sound Design and Music
Sound design is often underestimated but critically important. Ambient sounds, foley effects, and music create the emotional landscape of the ad. We work with professional sound designers and composers to create audio that enhances the visual storytelling.
Colour Grading
Professional colour grading transforms raw footage into a cohesive visual style. This process ensures colour consistency across all shots, establishes the mood and atmosphere, and aligns the visual tone with the brand’s identity.
Delivery and Broadcast Specs
The final TVC is delivered in multiple formats: broadcast-ready files for television networks (meeting strict technical specifications), digital versions for YouTube and social media (optimised for each platform), and cinema-quality files if the ad will screen in theatres.
What Sets Professional Production Apart
The difference between professional and amateur production isn’t just equipment — it’s the strategic thinking, creative problem-solving, and technical expertise that inform every decision. Professional producers understand how to translate business objectives into emotional storytelling, how to manage complex logistics under pressure, and how to deliver content that meets broadcast standards while resonating with audiences.
Our work for clients like Australian Outdoor Living and Woolworths demonstrates the level of craft and strategic thinking that goes into every production, regardless of budget or scale.
Frequently Asked Questions
How much does a TVC cost to produce?
TVC production costs vary enormously depending on scale, talent, locations, and special effects. A straightforward single-location TVC might cost $15,000-$30,000, while a multi-location production with professional actors and post-production effects can range from $30,000 to $100,000+. The investment should be proportional to the media spend and expected reach.
How long does TVC production take from brief to delivery?
Allow 4-6 weeks for a standard TVC. Complex productions with extensive visual effects, custom music composition, or multiple shoot days may require 8-10 weeks. Rush timelines are possible with experienced crews but typically incur premium costs.
Can we use TVC content on social media too?
Absolutely — and you should. We plan every TVC production with multi-platform repurposing in mind. Social media cutdowns, behind-the-scenes content, and platform-specific edits can multiply the value of your production investment significantly.
Do we need to hire actors or can we use our own staff?
Both approaches work depending on the concept. Professional actors deliver polished performances consistently, while real employees bring authenticity that audiences increasingly value. Many effective TVCs use a combination of both.
Interested in producing a TVC or broadcast-quality video for your brand? Book a free consultation with our team to discuss your vision, budget, and timeline.
