Commercials

What a commercial actually is

A commercial is not a short film. It is a unit of communication with a single job, inside a fixed length, shown to someone who never asked to see it. Which is why the important decision is not what we film but what we say, and in what order. The first three seconds decide whether the spot keeps being watched; the last two decide whether anything of it stays.

We work across the whole chain: the message, the script, casting, props, location, shoot, edit, color, sound and delivering the versions. We don’t just execute an idea that arrives finished — but we don’t turn away a concept an agency already owns either. In that case we come in as production and take over everything after the storyboard is approved.

What changes with the brief

A TV spot and a feed ad are two different trades. The first has a contracted length, a classical structure, and has to survive low volume and viewing from across a room. The second gets decided on mute, vertical, in the first frame — and needs several opening variants so they can be tested.

Shoot days and locations move the budget more than the final length does. A 15-second commercial shot across three locations with actors costs more than a 60-second one shot in a single space with the client’s own team in frame.

What you get at the end

The 16:9 master, plus vertical and square versions edited separately — not mechanically cropped from the original. 30, 15 and 6-second cutdowns where the campaign calls for them. Burned-in subtitles plus a separate file, a voice-free version for adaptations, the logo animation at the end, and the graphics source files. Delivery comes in broadcast format and in compressed versions for the platforms.

One constraint we state up front

We don’t start shooting without a decided message. If what the commercial has to say gets settled in the edit, it shows in the edit — and the only fix left is a reshoot, which costs as much as the original production. A clear brief shortens the calendar more than any technical optimisation in post.