Most commercials, whether they’re running on online platforms or on TV, are usually between 15 seconds to two minutes long. Companies have this amount of time — usually less — to make an impression on their audience. However, how long it takes to produce a commercial video is another matter altogether.
Depending on the kind of video it is, whether it’s a run-of-the-mill corporate video, an animated promo, or a VFX-laden commercial, the amount of time can vary. But you can bank on it taking anywhere from a few days to as long as six weeks.
Here are some of the aspects of corporate filming you should keep in mind, all of which affect how long it can take to make your commercial video.
1. Strategy and Creative Development
The first step to filming a corporate commercial or any video is conceptualization and scripting. This provides the foundation for all that is to follow and it’s important to get it right. Typically, you’ll want to trust your creative minds, but in a corporate environment, there can often be multiple levels of approval and buy-in required. This can slow down the process or, if it’s handled correctly, can help it along.
2. Production Logistics
If you’re filming outdoors quite a lot, especially in foreign locations, you’ll need to budget the time for that in your schedule. It can take a while to scout the necessary locations, especially if it’s a niche product or service you’re promoting. If your video calls for multiple contributors, such as in a testimonial or company videos, it can take longer to produce it, since you have to set up a filming schedule for all your contributors so that productivity at your business isn’t affected.
3. Talent and Crew Assembly
One of the more underrated parts of making commercial videos — and one that can influence how long it takes to do it — is getting the right cast and crew in place. The right actor or voice actor can bring a scene to life with their performance. They also need to project the right effect and fit the vibe of the video. It can be just as tricky to find the right technicians and production crew, including your Director of Photography (DP) and sound engineer.
4. Filming
Depending on the kind of video, this can be the most time-consuming aspect of your schedule. How many locales you’re shooting at, the complexity of your shots, the permits required, and the working conditions can all influence how long it takes to make your commercial video.
5. Post-Production
The final step of the process is post-production where you add in any special effects, enhance the audio and shot footage, and edit it to create a compelling video. If you plan to include a number of visual effects, such as green screens, in your video, this can increase how long it takes to produce your video. If your video is an animated one, this is of course the longest part of the production process; on the plus side though, you don’t have to spend time on logistics or filming.
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