Are you looking for a program to create an advertising video? How commercials are made

A little later, she “directs” the young actress.


Please note that the assistant has a microphone in her hand. Through him, general instructions on the set.

Surely everyone knows that the most difficult things to photograph are children and animals. There are children and animals in this video, which adds incredible complexity to it.

The big, calm cat plays himself in the movie. He needs to lie down and look out the window. He does just that.

The cat does not always sit, but only during general runs. During training, he is replaced by a plush stand-in.


According to the script, the girl’s hand is smeared with paint. There is also a guy who is responsible for the paint on his hand. In total, more than 70 people were involved in the filming.

Chief operator. Instructions given over the radio station will only be heard by technical specialists - lighting technicians, operators, etc.

his workplace on the other side. All the computers on set are Macs.

In the meantime, a break was announced. Mom feeds the main actress.

This is the storyboard of the video. Every scene is filmed on it. After a scene has been filmed, it is crossed out and moved on to the next one.

Customer representatives. There is the same monitor as on the operator's console. The customer approves each scene.


In the photo, a representative of the film crew gives commentary on the episode, helping himself with a plastic fork. Creative people, what can I say.

What an idyll: a mother reads a fairy tale to her daughter.

In a cozy home interior.

Meanwhile, work is in full swing behind the scenes. Operators, lighting technicians, and directors are working.

Nowadays, fewer and fewer people can sit with a newspaper in their hands or a business newspaper on their laptop. Rather, it will be a smartphone or tablet with headphones and some kind of video. Video is more visual and also much larger

VISUALS

From the point of view of filming equipment, now even top-end smartphones often have very decent cameras. Also, for the same money or a little extra, you can buy a DSLR camera or a camera without a mirror with optics, which will give a more cinematic picture. In fact, any Canon DSLR starting with the 600D allows you to capture almost cinematic images. And slightly more modern cameras such as Canon 80D, Panasonic GH5, Sony A7SII have completely redundant capabilities for shooting videos.

By the way, for cameras with interchangeable lenses, the lens may be even more important than the body.

For example, if you look at Lana Del Rey’s videos, noise filters are specially applied to the video sequence to make the image seem more artistic and as if taken from a VHS videotape. That is, in essence, you do not need 4K and an expensive camera. Quite relatively simple solutions. But much more important is good lighting, atmosphere, image stabilization and so on. In short, you need to have a certain taste to make videos.

But this is just a form. And in video, the issue of content is also noticeably more important. Video advertising production can be compared to art, where it is important to find and show interesting idea. And this is a more difficult task than just capturing everything beautifully. In many cases, it is better to turn to creative guys who specialize in video marketing rather than trying to film everything yourself. You need to be very talented to make an advertisement on your own for a reasonable budget.

SOUND

Many videographers rightfully believe that the sound in a video is even more important than the picture itself and its dynamics. High-quality sound really makes a difference. Therefore, it is advisable to immediately think about suitable recorders and microphones. For example, I have at least two external microphones for my vlog. Record sound using the microphone built into your camera or smartphone. Although - it all depends on the specific tasks. But at least 3 times out of 4 it is better to have a suitable external microphone or recorder. Moreover, different types microphones are suitable for different types of tasks.

INSTALLATION AND PROMOTION

And then you should think about video promotion. YouTube, Instagram, VK or others social media. Recording a cool video is important. But it’s even better when hundreds of thousands of people see it. Therefore, it is worth studying search engine optimization, optimization of YouTube videos and ideas for viral video promotion.

Do you want to sell something? It needs to be advertised correctly. Do you want to advertise so that buyers flock in flocks and shoals? The best way- make a video advertisement. It has long been known that our people prefer to look at moving pictures than to listen, much less read. So, don’t hesitate to order an advertising video shoot from us - it really works. Of course, it all depends on who is filming.

Now the phrase literally suggests itself about what cool professionals we are and how you need to order advertising only from us. We are not just professionals - we are monsters of the advertising market, we are the Mark Zuckerbergs of video production for TV, we are the Elon Musks of image video advertising. In short, if there is someone cooler than us, then it’s only us in the future: because with every video we become better.

We answer: yes! iPhone is always cool. This is super-duper cool, and he shoots cool, and the result is always cool, and why do we need all these cameramen, copywriters, directors, stylists. In general, when you’ve played enough, you’re welcome to watch a normal video.

Why do they shoot advertising?

No, this is not an evening of dumb questions, this is a task that you need to decide on before any shooting. Video advertising has many purposes. Well, for example:

• ensure that when they see your product they don’t shrug their shoulders in bewilderment, but snatch it with burning eyes, run around the sales floor with joyful screams, knock over with a cart the insolent person who dared to take the last unit from the shelf;
• tell why your product (service, brand) is better than nothing, and why competitors offer ge on a stick, and you offer real delicious candy;
• remind lazy customers that you haven’t actually closed yet, that the warehouses are full of products and it’s time to grab them, run!
• increase the number of people who will shamelessly believe that you are the best in the world. Look at the iPhone fans on the day of the presentation. We will help you achieve the same effect.

In general, decide and voice the requirements in the brief - we must know why we are starting the production of the next masterpiece. Otherwise, we will get huge queues for you, and all you wanted was to film the boss’s youngest daughter in a video and show it on TV. After all, she is so cute at 42.

Pre-production, production, post-production and other nonsense - what is it and why understand it?

These are all “productions” - the stages of creating turnkey video advertising. Professional buzzwords that studio representatives like to throw around to throw dust in the client’s eyes. This is how we imagine a typical monologue: “What are you doing??? Discount on advertising shooting?? This is PRODUCTION!!! So that you are no longer frightened by this terminology, let us explain what it means:

1. Production Production (in our case, video) or, speaking in Russian (it’s much clearer, right?) – video shooting. Some advertising filming studios also call themselves production studios. This is cool and adds a couple of zeros to the price. We tried it ourselves - it works. In general, when your beer-drinking neighbor films his friend on his mobile phone, who is ruining the environment under a tree, this is also production.
2. Pre-production – preparation for filming. This is when the neighbor is still drinking beer and says to the sidekick: “Let’s film something, really.” In short, these are all the stages of preparation for filming: script, storyboard, casting, selection of props from the nearest landfill, and so on.
3. Post-production Returning to the neighbor: this is when he had already taken off his imperishable film and downloaded free application for editing and put some funny music on the video. And he did the right thing, because post-production involves editing, color correction, sound mixing, writing music, applying effects, 3D computer graphics, and so on.

How is filming going?

Estimate for a commercial

Everyone wants to make a creative, cool, selling, professional video with Hollywood effects, stars in the frame, exploding cars, battles shot with a panorama from a drone, 3D animation at the Pixar level - and all this for 300-500 dollars. Well, what – we’re all too greedy here, we don’t want to work, and we’re only interested in money. And it is true.

Well, in fact, we set the price for shooting video advertising not out of the blue (there are no prices there, we checked), but depending on the type of video, timing, level of specialists, cost of locations, quality of equipment, graphics. For example, if you need to advertise delicious cutlets from the meat of an unknown Chinese animal, we will have to hire a food stylist who will beautifully cover this biomass with grease and varnish so that everything in the frame will be fried and tasty. This will all be included in the estimate, no doubt about it.

• locations - if you want the filming to take place in the palace of the Queen of England, be prepared to invest quite a lot in rent and permission;
• the quantity and quality of specialists in the film crew and actors - everything is clear here, either a talented duo of young wedding videographers for a modest remuneration, or a professional film crew, but more expensive. The stars have their own fees, and everything is serious there too;
• equipment, props, consumables - a camera with a video function, and we include in the estimate cameras, light, sound, cranes, rails, smoke machines, drones and a canister of cognac for the film crew;
• post-production (that word again, yes) – you need to pay for editing, computer graphics, renting a studio for dubbing and everything else;
• royalties to the composer or royalties for the use of a famous song. We need to work legally, guys. So we forget about the idea of ​​using the song “Vladimir Central” for nothing;

Before you snort disdainfully at the phrase creating a commercial, remember that Guy Ritchie himself did not disdain this art (that’s art, let’s not be afraid of this word!). Those who seem to definitely have enough money and fame. The current level of video and animated advertising products is incredibly high and it is far from easy to meet it.

Filming clips and commercials is a huge branch of the video industry, in which hundreds of people work and create talented people- operators, directors, scriptwriters and editors. There is no denying that there are plenty of mediocrities and video graphomaniacs out there, but this is the problem with any art. If you can make money shooting commercials, then why not do it. It is with these thoughts that lovers of quick money come to the advertising industry, forgetting that video clips and commercials of the post-perestroika level have been out of fashion for a decade and a half.

Well, seriously, what should you pay attention to first as an advertiser? You are thinking about making a selling advertising video, but search engines are full of links, sites with tempting words, price lists advantageous offers- so there is no way to decide. All you have to do is either, trusting chance, point your finger at the first phone number you come across, or patiently call each studio, “be meticulous” and ask questions.

Make a commercial or advertisement

So, the first thing is professionalism. Of course, you shouldn’t demand from the studio to present diplomas from the Hollywood Video School or membership cards of the Directors Guild, but it’s also unlikely that you should entrust the filming to a graduate of a road construction college, even if he auditioned short courses camera skills at the Kamyshin Institute of Arts. After all, an advertising video is a video product that must meet certain standards and requirements not only in terms of its aesthetics, but also in its technical aspects. What is the maximum duration of a static plan? How to direct the highlighting light to highlight the model’s silhouette? In what cases should you use a manual diaphragm, and when is it better to rely on an automatic one? Finding answers to these questions by trial and error is too expensive and takes a lot of time. That is why, in order to shoot a commercial of the appropriate education, the screenwriter must “burn with style,” the director must “twist the soul out of the actors,” the cameraman must work wonders with the camera...

The professionalism of studio workers is the first indicator of the level at which the company operates. The technique can be expensive and complex, but the technique requires hands and head, and if the technique makes a mistake, experience will always help compensate for this mistake.

The second point is equipment. Just as having a camera in your hands does not make a person a professional, it also does not bring the title of professional to a studio. Cameras are different, and without being an expert, it is sometimes difficult to outwardly distinguish professional equipment from semi-pro or amateur-level equipment. Look at the videos presented in the studio's portfolio, ask to show them to you on big screen, find out specifications equipment. Most likely, this will be enough to form an opinion about how good the company you contacted is.

Third, the timing of the production of the commercial. Usually it takes from a week to a month to shoot a commercial, so if the studio tells you a time frame of several days, be careful. Sometimes the development and approval of a script takes tens of days, but this is rather an exception. In general, the time required to shoot a music video or create an advertising video is strictly individual and varies quite widely. Anything can be an obstacle - bad weather during filming, for example, can ruin Mel Gibson's mood...

Pre-production preparation should be the main part, as you need to carefully think through the plot, approve the actors, create the scenery, decide on the voiceover and musical accompaniment.

First, evaluate your capabilities, calculate your budget, calling the studios that are most suitable for you, have professional cameras, and provide auxiliary materials. Some agencies shoot videos to order, providing the customer with everything necessary, from equipment to costumes for actors. But in this case, the cost of filming will be much higher than if you prepared the materials yourself. Undoubtedly, professional quality the video will be much different from an amateur video.

How companies create commercials

A company that shoots professional videos will prepare a script for you, think through the design, select suitable actors, ensure good sound of music and phrases, edit the footage and create a full-fledged, high-quality film. Therefore, if you do not know the rules and the necessary skills required to produce commercials, it is better to find a production studio that can handle it all on top level. When choosing a company, be guided by their experience and the availability of already filmed materials confirming their professionalism. You should first listen to the voices of the announcers in order to choose exactly the sound timbre that best suits the advertising of your products.

In order to reduce costs, try to conclude a contract for filming a video directly with the TV channel on which you plan to show it. Avoid involvement of intermediary organizations.

How to make a promotional video yourself

If you still plan to shoot a video yourself, but you do not have any special skills or abilities, follow the rule of simplicity in everything. You should not use complex effects that are only available to professionals. Eliminate long statements and minimize the participation of actors. High-quality videos are best shot on outdoors, on a bright sunny day. Additionally, you can use a directional light source to help avoid shadows. When choosing music and sound effects, strive for naturalness, avoid too loud sounds, annoying repetitions of the same words, long lists of the advantages of the product and its properties.

An example of good musical accompaniment may be music that suits the meaning of the plot. For example, when advertising products for children, you can choose a cheerful children's song; when presenting recreational products, choose a gentle, light melody. And for advertising sporting goods, the music can be rhythmic and invigorating.

At the end, show the created story to your friends and colleagues, who will be able to express their comments and draw your attention to successful and dubious shots.