TV Commercial / Production Checklist.
Producing a television commercial involves dozens of moving parts across pre-production, production, and post-production phases. Missing a single step can cascade into delays, budget overruns, or creative compromises. Use this comprehensive checklist — built from decades of commercial production experience — to keep your next project on track from concept to delivery.
Pre-Production Checklist
The pre-production phase is where great commercials are made — or lost. Thorough planning here prevents expensive problems during the shoot and post-production. Budget 2-4 weeks for this phase.
Define Goals & Target Audience
What is the single most important outcome for this commercial? Brand awareness, product sales, website traffic, store visits? Define your primary KPI and your target audience demographics, psychographics, and viewing habits. Every creative decision flows from this foundation.
Set Your Budget
Establish a realistic budget that accounts for creative development, talent, locations, crew, equipment, post-production, music licensing, and a 10-15% contingency. Get line-item proposals from production companies that allow you to compare costs transparently.
Develop the Creative Brief
A clear creative brief is your production compass. It should include: campaign objectives, target audience profile, key message, brand voice and tone, mandatory elements (logo, tagline, legal), distribution channels, timeline, and budget.
Write the Script
Every word matters in a :30 or :60 spot. Your script should hook attention in the first 3 seconds, communicate your key message clearly, and end with a strong call to action. Read it aloud and time it — 30 seconds is shorter than you think.
Create Storyboards
Visualize every shot before cameras roll. Storyboards align the director, client, and crew on the visual approach. They also help identify potential problems — like a scene that requires a location or prop you had not budgeted for.
Cast Talent
The right on-camera talent and voiceover artist can make or break your commercial. Hold casting sessions, review auditions with your creative team, and consider how talent aligns with your brand and audience. Secure usage rights and contracts early.
Production Checklist
Shoot day is where planning meets execution. A well-run production is efficient, safe, and creatively focused. Budget 1-3 shoot days depending on complexity.
Secure Locations
Confirm all location agreements, permits, and access details. Scout locations in advance with your director and DP. Have backup locations identified for outdoor shoots in case of weather. Confirm power availability, parking, and any noise restrictions.
Assemble Crew
Hire your key crew: director, director of photography, gaffer, grip, sound recordist, makeup/hair, wardrobe stylist, production designer, and production assistants. Confirm rates, call times, and any union requirements. A well-briefed crew is an efficient crew.
Schedule the Shoot
Create a detailed call sheet with call times, scene order, talent schedules, meal breaks, and wrap time. Shoot out of chronological order when it is more efficient. Build buffer time into the schedule — something always takes longer than planned.
Capture B-Roll
B-roll is the footage that supports your story — establishing shots, product close-ups, environmental details, and cutaway shots. Capture more than you think you need. B-roll is invaluable in post-production for covering edits and adding visual texture.
Monitor Continuity
Assign someone to track continuity: wardrobe, props, lighting, and set dressing must be consistent from take to take. Photos of each setup save hours of detective work in the edit suite. This is especially critical for product-focused content.
Post-Production Checklist
Post-production is where your commercial comes to life. Color, sound, music, and editing transform raw footage into a polished final product. Budget 2-4 weeks for this phase.
Rough Cut Review
The first assembly of your commercial. Review for story, pacing, and emotional impact. This is not the time to obsess over color or sound — focus on the big picture. Does the edit tell your story? Does it build to a compelling conclusion? Provide clear, consolidated feedback.
Color Grade
Professional color grading creates visual consistency, establishes mood, and ensures your commercial looks polished on every screen. Grade for your primary distribution format but check on multiple displays. A commercial that looks stunning on a color-calibrated monitor should still look great on a living room TV.
Sound Mix
Clean dialogue, balanced music, and impactful sound design are essential. A professional sound mix ensures your commercial sounds as good as it looks. Mix for broadcast specifications and check the mix on multiple speaker systems — from studio monitors to phone speakers.
Final Delivery
Export your commercial in all required formats: broadcast master (often ProRes or DNxHD), compressed digital versions for web and social, and any required closed-caption or subtitle files. Verify all specifications with your media buying team or network before final delivery. Archive all project files for future use.
Frequently Asked Questions
How long does each phase of commercial production take?
Pre-production typically takes 2-4 weeks (concept, script, storyboards, casting, location scouting, crew booking). Production (the shoot) is usually 1-3 days, though complex national spots can run longer. Post-production takes 2-4 weeks (editing, color, sound, final delivery). Rush timelines are possible but add cost. A typical commercial project runs 6-10 weeks from kickoff to final delivery.
What is the most common mistake in commercial production?
Insufficient pre-production. Brands often want to get to the shoot quickly, but every hour spent in pre-production saves multiple hours and dollars during production and post. The most common specific mistake is not having clear, documented creative alignment before cameras roll — leading to expensive on-set debates and post-production changes that could have been resolved on paper.
What should I bring to the shoot as a client?
Bring the approved storyboards and script, your brand guidelines, any mandatory product shots or claims that must appear, comfortable clothing and shoes (shoot days are long), and a clear decision-making structure — know who has final say on creative decisions. Most importantly, bring trust in your director and crew. You hired professionals; let them do their jobs while you focus on the big-picture strategic decisions.
Ready to Check Every Box on Your Production?
Let our team handle the checklist. From concept to final delivery, Joe Ciminera Studios manages every phase of commercial production so you can focus on your business.