Commercial Video Production: Everything You Need to Know
At 20/20 Visual Media, we collaborate with clients to create commercial videos that exceed expectations and deliver measurable marketing results. Whether your goal is to boost brand awareness, increase sales, or build strong customer connections, we’ll take your vision and transform it into a fresh, engaging product.
In this comprehensive guide, we’ll explore what commercial video production is, the process we follow, and how people-focused commercial video can transform your brand’s digital presence.
What is Commercial Video Production?
A commercial video is a compelling short-form advertisement, typically designed to be 15–60 seconds long. Great commercial videos will promote your company’s mission, product, or service in a compelling way that draws in prospective customers. They can appear across a range of platforms, from traditional TV spots to YouTube pre-roll ads, social media campaigns, and streaming services.
Unlike longer-form content such as explainer videos or product demos, commercial videos focus on high-level messaging that resonates with a broad audience and creates instant brand recognition. Their versatility allows them to be repurposed across digital platforms, ensuring your message reaches the right audience, at the right time, in the right format.
Why Invest in Commercial Video Marketing?
Investing in commercial video production allows businesses to spread brand awareness and get potential and existing customers excited to take action.
87% of consumers say they’ve been convinced to buy a product or service after watching a brand’s video.
Video content is 52% more likely to be shared than other forms of content.
Search results with videos drive 157% more organic traffic than those with only text and images.
If you want to boost brand awareness, improve social engagement, and drive sales, video content is a no-brainer.
Our Comprehensive Commercial Video Production Process
No two videos will be the same (at least, they shouldn’t be!), but there is a general process that spans from planning in pre-production to post-production final touches. At 20/20 Visual Media, we ensure every commercial video project is tailored for maximum impact. Here’s how we bring your vision to life.
1. Pre-Production: Strategy and Planning
Video storytelling is a powerful tool, but it needs to have a strategy behind it to make it effective. We always start by understanding your business goals and target audience. Our pre-production process includes:
Identifying target audience personas, core messaging, and overall video tone.
Selecting the right video style (e.g., live-action vs. animated).
Choosing the best filming locations, handling permits, and booking talent.
Developing a detailed storyboard and shot list.
Ensuring all logistics, such as scheduling and resource planning, are managed for a seamless shoot.
2. Production: Capturing the Story
After establishing a concrete plan, our video production team takes the lead to film your commercial. Our production process includes:
Ensuring every shot aligns with your brand's identity and marketing objectives.
Directors and crew committed to creating a collaborative, comfortable environment.
Multiple takes, varied camera angles, and creative lighting setups to capture versatile footage that is adaptable across platforms.
3. Post-Production: Crafting the Final Product
The magic happens in post-production when our editors carefully craft a refined, bite-size story that will instantly make the viewer feel connected to your brand. During post-production, our team:
Incorporates elements like music, voiceovers, sound effects, motion graphics, and animations to bring your story to life.
Fine-tunes color grading, audio balancing, and visual effects to create a polished, professional video.
Undergoes multiple rounds of review to ensure the final video aligns with your expectations and resonates with your audience.
Optimizes the video for your chosen platforms (TV, YouTube, social media, and websites).
How to Make Your Commercial Video Stand Out
Being authentic to your brand and sharing your unique story are key to differentiating your commercial from the competition. A compelling commercial video should influence your audience to take action. To create a commercial video that cuts through the noise:
Understand your audience and their pain points.
Define a unique core message that differentiates you from competitors.
Integrate calls to action (CTAs) like clickable overlays, QR codes, or direct links.
Leverage storytelling techniques to evoke emotion and establish a memorable connection.
Build authenticity through customer testimonials, behind-the-scenes footage, or employee stories.
Invest in professional production quality to maintain credibility.
Types of Commercial Video Production at 20/20 Visual Media
We offer a range of commercial video formats designed to meet diverse business goals and audiences.
1. TV Commercials – Telling Stories in 30 Seconds
Our TV commercials distill brand stories into compelling short spots that make a lasting impression.
See how we showcased CertaPro’s commitment to exceptional service, emphasizing brand awareness and social proof from real customer reviews to position them as a top choice in their market.
2. Product Demonstration Videos – Bringing Features to Life
Product videos highlight unique features and benefits through authentic, people-focused storytelling.
We designed and built custom sets and directed child actors to capture genuine interactions with Crayola products. Each video highlights product features while showcasing the creativity the brand inspires.
3. Brand Campaigns – Fostering Authentic Connections
Brand campaigns are designed to tell deeper stories that resonate emotionally with your audience.
Check out how we helped Visit Valley Forge highlight local small businesses, individual narratives, and a shared community spirit through its Make it Main Street campaign.
4. Recruitment Videos – Showcasing Company Culture
Recruitment videos humanize your brand and showcase your values.
We captured the energetic work culture at Insomnia Cookies and appealed to potential hires through a mix of engaging storytelling and mouthwatering visuals.
FAQs About Commercial Video Production
How long does the commercial video production process take?
Timelines vary based on project complexity, but from pre-production to final delivery, it typically ranges from 4 to 8 weeks. When we first sit down to scope out your project, we’ll work closely with you to determine a production timeline that aligns with your goals and deadlines.
How do I choose the right type of commercial video?
It all depends on your goals! We’ll work together to identify the type of video that aligns with your objectives — whether it’s a TV commercial for broad reach, a product demo to showcase something new, or another format that better fits your strategy.
What makes a commercial video successful?
There are many factors that contribute to a successful commercial video, but here’s what we always aim for:
A clear and compelling message tailored to your audience
Professional production quality
Emotional resonance that connects with viewers
A strong call to action that drives them to take the next step
Can commercial videos improve my online presence?
Absolutely! Videos increase dwell time, reduce bounce rates, and signal value to search engines, helping boost your brand’s visibility and online engagement. Optimize your videos with proper tags and descriptions to further enhance visibility.
Why Choose 20/20 Visual Media?
Our people-first approach to video production ensures the final product always reflects your brand’s identity, values, and goals. From strategic planning to seamless execution, we bring creativity, expertise, and technical excellence to every project.
Looking for a commercial video production agency to elevate your messaging? Turn to the experts at 20/20 Visual Media. With a diverse portfolio and a track record of exceeding client expectations, we’ll help you create content that not only looks stunning but also drives measurable results.