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This stage involves having the prerequisites ready, starting the creative process. It is here that a script is finalized based on the brief on what the company/client wants with the ad. Once the script is ready, it is broken down into shots so that it is easier to prepare for them. A detailed storyboard is prepared. For each shot the necessary props and equipment for the shoot is rented and a schedule is fixed with the artists involved. Choosing the cast wisely, examining portfolios and conducting auditions, helps in ensuring the success of a production. Please feel free to ignore the above statement if you wish to cast Arnold Schwarzenegger with some stunts, or Brad Pitt. Apart from this, this stage involves major coordination between all the departments involved in the production like costume, set mapping, blocking and sketching, graphics, make-up etc.
Once the shoot deck is ready, it is time to get to work. This is the stage when actual shooting/filming of the commercial takes place in real life locations or the sets. This involved coordinated work of the director, cinematographer, actors and other artists. The commercial starts to take shape as the filming proceeds. The dream looks so real now doesn’t it? Almost there buddy!
Post Production is where final touch-ups are made to make the ad ready to be broadcast. However, this is one of the most important and complex processes of a production. It involves bringing together the best shots of the scenes and editing them into a loop, and adding voices and music. Yes, this is where you come up with something as catchy as “Kiss me, close your eyes!” or KitKat’s music score, so that the audience reads this out loud in a tune just like you did right now. Some really eye-catching ads would also involve CGI and graphics to show blowing up, fire, cartoon characters, beautiful landscapes or other interesting elements that would haunt the audience’s mind for quite some time. That’s the dream! But involving CGI or graphics in an ad would require sketching and blocking the scene, making space for the graphics even before the filming. Roughly, the post production involves these steps:
1. Locking the offline- This is the final edit. Every step after this is calculated and built on the edit. This is a super critical stage because no fundamental changes can be made to the edit after this stage.
2. Grade: This is where the raw footage of the edit is brought to life by grading artists. The grading artists work meticulously on every frame to make it cinematic and colorful almost like a painting.
3. Music: An original score is composed for every ad. This could either be compositions that enhance and uplift the mood of the ad, supporting the dialogues, or full fledged song with specially curated lyrics and jingle that just never leaves you. The music is of paramount importance like everything else.
By the end of all the post production editing, the ad film is beautified and ready for the audience’s eye. This is followed by marketing strategies and broadcasts.
Now, get your happy dance ready, because your ad film is done! *Relieved Sighs* This may sound more complicated than it is really. Creating any kind of film production is like cooking. You can eat the same dish amidst the blaring horns beside a busy street, or have a never before experience right from the ovens of a Michelin star chef. It is in your hands if you would serve the audience a normal ad, or a gourmet experience that stays. A lot of people and resources are involved in the production of an ad film or a TVC, and genuine craft work and skill to concise it into a 30 second short footage. None of the steps can be skipped or overlooked. There are thousands of TVC productions in India and millions worldwide, with huge amounts of money flowing in and out each day. But, at the end of the day, it is passion and creativity that counts. Doesn’t mean you can ignore all that you just read. Go on, start planning.







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