Guides · Video production
How is a commercial made?
The RRRefresh Community team · 4 min read · Updated
Short answer
A commercial is made in six steps: define the goal and where it will run, write the idea and script, prepare the shoot, film the main spot and the social cut-downs on the same day, edit, grade and mix, then deliver a version for every channel. Short social videos take a few days; scripted brand films usually take a few weeks. The budget depends mostly on shooting days, crew and equipment, locations, cast and the number of formats to deliver.
1. Decide where the film will run
A film is shot for the place it will be watched. A TV or cinema spot is horizontal and usually 15–30 seconds; Instagram Reels, TikTok and YouTube Shorts are vertical and must hook the viewer in three seconds; trade-show and in-store screens often play without sound. So the first question is not “what do we say?” but “where, to whom and in how many seconds?”
- Channels: TV, YouTube, Instagram, LinkedIn, screens and fairs, website
- Length and format: 6, 15, 30, 60 seconds; 16:9, 9:16, 1:1
- One message: the single sentence the viewer should remember
- Measure: how success will be judged (views, visits, sales, sign-ups)
2. Idea, script and visual references
The idea stage produces a few directions; the chosen one becomes a script and a shot list. For social films the script is often a single page: opening image, the moment the product or place appears, the close and the call to action. Visual references for light, colour and camera movement make sure everyone pictures the same film and reduce surprises on set.
3. Pre-production: locations, crew, cast, permits
Most of a film's quality is decided in the days before the shoot: location scouting, permits where needed, casting actors or real staff, the crew and equipment list and an hour-by-hour schedule. Outdoor shoots keep a back-up day for weather.
- Location and permit
- Cast or staff and their releases
- Product, wardrobe and props list
- Hour-by-hour shooting schedule
- Back-up day for weather
4. Shoot day: the main film and vertical cuts together
The most efficient use of a budget is getting several pieces out of one shooting day. If the vertical versions, short cut-downs and stills are planned alongside the main film, one day delivers both the commercial and weeks of social content. We plan our shoots this way, filming the main spot and the Reels series on the same day.
5. Edit, grade, sound and delivery
After the shoot come the edit, colour grade, sound design and music. Music licensing should be settled here; subtitles or on-screen text are added for people watching on mute. Finally the film is exported per channel: a horizontal master for TV, a vertical edit for Instagram, 6- and 15-second cut-downs for ads.
How long does a commercial take?
It depends on the scope. Short social videos take a few days; scripted brand films usually take a few weeks including pre-production, shoot and edit. Approval rounds, location and cast scheduling, and scenes that need animation or heavy effects are what stretch timelines most.
What drives the budget?
Commercials are quoted per project; two films of the same length can cost very different amounts. These items move the quote most:
- Number of shooting days and hours per day
- Crew and equipment: camera, lighting, sound, drone, gimbal, extra operators
- Locations: hire, permits, travel and accommodation
- Cast and extras, make-up, wardrobe
- Editing time, animation, colour and sound design
- Music licence and voice-over
- Number of formats and versions to deliver
The media budget for running the film (Meta, YouTube, TV) is separate from the production fee and is paid directly to the platform.
What to prepare before talking to an agency
- Goal and single message
- Channels and lengths
- Target audience
- 2–3 films you like
- Possible locations and products
- Launch date
- Rough budget range
A brief with this information makes it possible to discuss a realistic approach and quote in the first meeting.
Examples from our work
Frequently asked questions
What is the difference between a commercial and a brand film?
A commercial usually tells one product, campaign or call to action in a short time. A brand film tells who the brand is, its values and story; it can be longer and is used for a long time.
Are videos shot on a phone enough?
For quick social content they can be. For films that will represent the brand and run in ads for months, light, sound, edit and colour directly affect how much viewers trust the brand.
How much content can one shooting day produce?
It depends on planning. A well-planned day can deliver a main film, several short ad versions, a series of vertical videos and stills.
Do you shoot outside Ankara?
Yes. Our Ankara-based team also shoots in other cities across Türkiye.