Written by Anthony Awadalla, President of Feel Right Inc.

One of the most common questions we receive from brands is: What does your commercial video production process look like?

When a brand asks this question, it is often sizing up each production company to determine who can realistically deliver what they are promising.

The team wants an experienced production partner who understands what the project requires, can recognize potential challenges early, build a realistic budget and timeline, and confidently guide the campaign from the initial idea through final delivery.

They are not only asking what happens at each milestone. They are evaluating whether the production company has the experience, judgment, resources, and foresight to get them what they need without overpromising, creating unnecessary surprises, or leaving their internal team to manage the production alone.

Some clients are producing a commercial for the first time and need every stage clearly explained. Others have managed several campaigns and already understand parts of the process. Either way, every production presents a new combination of creative, logistical, financial, and scheduling challenges.

Our responsibility is to meet the client where they are, understand how involved they want to be, educate them when necessary, and make the process easier by acting as the production expert.

At Feel Right Inc., we do not simply execute a brief. We help brands make stronger creative and production decisions based on what is best for the product, the audience, the campaign, and the available budget.

Here is what our commercial video production process generally looks like.

1. Discovery and Project Scope

Typical timeline: 1 business day

Every commercial video production project begins with a conversation about what the brand needs to accomplish.

Before we begin developing creative concepts, we want to understand:

• The product, service, or brand being promoted
• The target customer
• The primary marketing objective
• The problem the product solves
• The intended advertising platforms
• The required video and photography deliverables
• The desired production or launch date
• Existing creative references
• Brand guidelines
• The available or estimated production budget

A client does not need to approach us with a finished script or fully developed creative idea.

Some brands come to us with a detailed campaign brief and a clear production direction. Others come with a product, launch date, and general objective. In those situations, we help define the scope, develop the concept, and determine the strongest way to communicate the product to its audience.

In many cases, the best work happens when we are given the creative freedom to explore ideas the brand may not have considered. Creative concept development is one of the areas Feel Right Inc. is best known for, and discovery allows us to uncover the insight, story, or visual direction that can make the campaign stand out.

The goal is not only to understand what the client is asking us to create, but what the campaign actually needs to accomplish.

What does the client need to provide during discovery?

The most helpful starting materials are a clear project brief, product information, audience demographic insights, brand guidelines, required messaging, timeline, budget, and access to the final decision-makers. Previous campaign examples or creative references are also useful when available.

2. Commercial Concept Development

Typical timeline: 3 to 7 business days

Once we understand the scope, we bring on one of our directors who is best suited for the project.

Different campaigns require different creative strengths. One project may need a comedy director with strong performance experience. Another may require emotional storytelling, action, product demonstrations, visual effects, lifestyle imagery, or cinematic product photography.

We generally develop three original commercial concepts based on the approved brief, audience, budget, and campaign goals.

Each direction is presented as a director’s treatment, a visual PDF that outlines the central creative idea, commercial storyline, tone, pacing, characters, product integration, dialogue or voice-over direction, visual references, casting, locations, production design, camera and lighting approach, proposed deliverables, and overall production direction.

Each treatment is also paired with an associated production budget, allowing the client to compare multiple creative approaches and understand what each concept will realistically require before committing to the cost of full production.

3. Creative Concept Presentation

Typical timeline: One 60-minute meeting

Once the concepts and budgets are ready, we schedule a one-hour creative presentation with the client.

During the meeting, we walk the team through each concept and explain:

• The thinking behind the idea
• Why it fits the target audience
• How the product is incorporated
• What the commercial would look and feel like
• What would be required to produce it
• How the budget differs between concepts
• How the idea could expand into additional campaign content

Presenting the concepts live is an important part of our commercial video production process.

A treatment can communicate the visuals and storyline, but the presentation allows us to explain the energy, humor, emotion, pacing, and strategic thinking behind each direction.

It also gives the client an opportunity to ask questions and understand how the idea would translate from a PDF into a finished commercial.

This becomes especially important when the people attending the presentation are not the final decision-makers. The treatment must be clear and persuasive enough to survive the internal handoff to executives, founders, product teams, legal departments, or other stakeholders.

4. Concept Selection and Creative Revisions

Typical timeline: 5-10 business days

After the presentation, the client typically reviews the concepts internally.

The brand may:

• Select one concept
• Request revisions to the preferred direction
• Combine elements from multiple concepts
• Ask for clarification about the budget
• Request an additional creative direction
• Adjust the scope or deliverables

The length of this stage depends largely on the client’s internal approval structure.

A smaller company may select a direction within a few days. A larger organization may need approval from several departments or decision-makers.

What does the production company need from the client?

The most important client responsibility during this stage is providing clear, consolidated feedback.

Whenever possible, the client should gather input from all relevant stakeholders before sending revision notes. One organized set of comments is significantly more efficient than receiving conflicting feedback from several people at different times.

Our role is to help interpret the feedback, protect the strongest parts of the concept, and revise the direction without losing sight of the original campaign objective.

5. Contract, Production Budget, and Payment

Typical timeline: 3 to 7 business days after concept approval

Once the concept is approved, we finalize the production agreement, scope, budget, deliverables, schedule, usage rights, revision terms, payment schedule, and all major production requirements. The project officially moves into pre-production once the agreement is signed and the initial payment is received. The timing of this stage depends largely on how quickly the client completes approvals, vendor onboarding, and payment processing.

6. Pre-Production

Typical timeline: 2 to 3 weeks

Pre-production is where the approved commercial concept becomes a detailed plan for filming.

This is one of the most important parts of the commercial video production process. The quality and efficiency of the production day are largely determined by the decisions made before the cameras arrive.

Depending on the project, pre-production may include:

• Finalizing the script
• Developing shot lists
• Creating storyboards
• Building the production schedule
• Hiring the crew
• Selecting department heads
• Scouting and securing locations
• Obtaining permits
• Issuing casting calls
• Reviewing auditions
• Selecting actors
• Designing sets and environments
• Sourcing props
• Planning wardrobe
• Coordinating hair and makeup
• Reserving camera equipment
• Reserving lighting and grip equipment
• Preparing products for filming
• Coordinating production insurance
• Scheduling transportation
• Organizing catering
• Holding department meetings
• Preparing the final call sheet

Some pre-production tasks happen simultaneously, but major client approvals must still be completed on schedule to prevent delays.

Does Feel Right Inc. provide the script and creative direction?

Yes. Feel Right Inc. can develop the commercial concept, script, storyline, characters, dialogue, voice-over, visual direction, and overall filmmaking approach.

Some clients approach us with an existing script that is ready to produce. Others ask us to develop the entire campaign from the ground up.

When scriptwriting and creative development are included in the scope, our director and production team work with the client to refine the message before production.

The client generally approves:

• Product information
• Product claims
• Required messaging
• Dialogue
• Voice-over
• Brand language
• Calls to action
• Final script

Our responsibility is to turn the marketing objective into a strong commercial idea. The client’s responsibility is to confirm that all product details, pricing, claims, and brand statements are accurate.

Who handles casting and hiring actors?

Feel Right Inc. manages the casting process when actors are required.

Depending on the project, we may work with casting directors, talent agencies, online casting platforms, local production partners, specialty talent representatives, or influencer management teams.

We issue casting calls based on the characters described in the approved concept and script. The client is then presented with selected actors, headshots, auditions, self-tapes, or callback options.

Final casting decisions are made collaboratively between the director, production team, and client.

Talent costs can depend on:

• The actor’s experience
• The number of production days
• Dialogue requirements
• Exclusivity
• Geographic territory
• Length of usage
• Television distribution
• Digital advertising usage
• Union or non-union status

Usage requirements should be defined before production so the correct talent rates and rights can be included in the budget.

Who manages commercial filming locations?

Feel Right Inc. can manage the entire location process, including:

• Location research
• Location scouting
• Presenting location options
• Negotiating rates
• Securing agreements
• Coordinating permits
• Managing parking
• Planning company moves
• Coordinating location logistics
• Protecting the property during production

The client is typically presented with a selection of locations that fit the creative concept, production requirements, and available budget.

A location that looks perfect in a photograph may not work for a commercial production if it lacks sufficient space, parking, power, sound control, or access for the crew and equipment.

Our job is to evaluate both the creative and logistical requirements before recommending a location.

7. Commercial Production Day

Typical timeline: One 12-hour filming day

Many commercial campaigns can be completed during one full production day of approximately 12 hours.

Larger or more ambitious concepts may require two or more filming days, several locations, company moves, custom sets, practical effects, visual effects plates, specialty equipment, or additional product photography.

During production, Feel Right Inc. manages:

• The director
• Producers
• Actors
• Crew
• Locations
• Equipment
• Production schedule
• Product handling
• Client monitoring
• Production design
• Props
• Wardrobe
• Hair and makeup
• Catering
• Transportation
• On-set safety
• Overall creative execution

The director focuses on performances, storytelling, camera coverage, and visual direction. The production team focuses on keeping the day organized, safe, efficient, and on schedule.

What does the client do during production?

Clients are usually invited to monitor the commercial production either on set or remotely.

The client may be asked to review or approve:

• Product presentation
• Brand accuracy
• Wardrobe
• Key performances
• Product claims
• Packaging
• Application or interface details

However, most major creative decisions should already be approved during pre-production.

Production day should be focused on executing the approved plan rather than redesigning the campaign on set.

8. Commercial Post-Production

Typical timeline: 2 to 4 weeks

After filming, the footage moves into post-production.

Post-production involves much more than simply placing the footage in order. This is where the story, pacing, performances, sound, music, color, graphics, and finishing come together.

Depending on the campaign, commercial post-production may include:

• Footage organization
• Editing
• Performance selection
• Story restructuring
• Music selection
• Temporary or final voice-over
• Dialogue cleanup
• Sound design
• Sound mixing
• Color correction
• Final color grading
• Motion graphics
• Logo animation
• Screen replacements
• Product compositing
• Visual effects
• Beauty work or cleanup
• Subtitles
• Closed captions
• Client revisions
• Final exports

The post-production timeline depends on the complexity of the edit, the number of final deliverables, the amount of visual effects work, and how quickly the client provides feedback.

What does the commercial editing and review process look like?

The first edit is generally focused on story, pacing, performance, and structure.

The client reviews the initial version and provides one consolidated set of feedback. The commercial then moves through the agreed revision rounds until the edit reaches picture lock.

Once the edit is approved, the project can move into final color grading, sound design, graphics, visual effects, and finishing.

It is important for all decision-makers to review the commercial carefully before picture lock. Major creative or structural changes requested after that stage may require additional editing, visual effects, audio work, or fees.

Our responsibility is to organize the review process, explain what type of feedback is most useful at each stage, and guide the client toward a final result that serves the campaign.

9. Final Video Delivery

Typical timeline: 1 to 3 business days after final approval

Once the campaign is approved, we prepare the final assets according to the technical requirements of each platform.

Final commercial deliverables may include:

• A primary commercial
• A 60-second version
• A 30-second version
• A 15-second version
• Six-second advertisements
• Vertical videos
• Square social media videos
• Website homepage videos
• Product-focused cutdowns
• Alternate openings
• Alternate hooks
• Different calls to action
• Social media content
• Still photography
• Captioned versions
• Platform-specific exports

The commercial campaign may be formatted for:

• Broadcast television
• Connected TV
• Streaming platforms
• YouTube
• Instagram
• Facebook
• TikTok
• Amazon
• Ecommerce websites
• Retail displays
• Trade shows
• Internal presentations

Whenever possible, we recommend planning the complete deliverable list before filming.

This allows the director and production team to capture the appropriate framing, performances, product shots, and alternate material during the original shoot.

How Is a Commercial Video Production Budget Allocated?

Commercial video production pricing is generally divided between creative development, pre-production, production, and post-production.

The exact allocation depends on what the campaign requires.

Creative Development Costs

Creative development may include:

• Discovery
• Campaign strategy
• Director selection
• Concept development
• Creative treatments
• Scriptwriting
• Budget development
• Creative revisions

Pre-Production Costs

Pre-production may include:

• Producing
• Casting
• Location scouting
• Permits
• Crew coordination
• Production design
• Wardrobe
• Props
• Equipment reservations
• Insurance
• Scheduling
• Production management

Production Costs

Production may include:

• Director
• Producers
• Actors
• Crew
• Camera equipment
• Lighting and grip equipment
• Sound equipment
• Locations
• Transportation
• Catering
• Production design
• Wardrobe
• Hair and makeup
• Production insurance

Post-Production Costs

Post-production may include:

• Editing
• Music
• Voice-over
• Sound design
• Sound mixing
• Color grading
• Motion graphics
• Animation
• Visual effects
• Revisions
• Final exports

Every commercial is different.

Some campaigns require a larger investment in casting, locations, production design, or filming days. Others require extensive editing, animation, visual effects, music, or platform-specific deliverables.

Rather than dividing every budget into identical percentages, we allocate the available resources based on what will have the greatest impact on the campaign.

Part of our responsibility is educating the client about where the budget is going, why certain costs are necessary, and where adjustments can be made without compromising the final result.

What May Not Be Included in the Initial Commercial Production Scope?

The production agreement should clearly explain what is included in the approved budget and what may require an additional estimate or change order.

Depending on the project, additional costs may include:

• Additional production days
• New locations added after approval
• Major script changes
• Reshoots
• Extensive visual effects
• Custom animation
• Additional actors
• Celebrity or influencer talent
• Extended talent usage
• Licensed music
• Travel and accommodation
• Rush delivery
• Product shipping
• Custom fabrication
• Additional deliverables
• Media buying
• Advertising placement
• Raw footage
• Changes requested after final approval

These services are not automatically excluded from every project. They simply need to be identified and included in the approved scope.

Clear communication at the beginning of the production helps prevent unexpected costs later.

What Does the Client Need to Provide During Commercial Video Production?

A successful commercial production is collaborative.

The client is generally responsible for providing:

• A clear campaign objective
• Product information
• Brand guidelines
• Required messaging
• Approved product claims
• Products or prototypes for filming
• Logos and design files
• Website or interface assets
• Timely feedback
• Consolidated revision notes
• Access to decision-makers
• Legal or regulatory approval
• Payments according to the agreed schedule

The client does not need to manage the physical production, coordinate the crew, find actors, scout locations, or understand every technical filmmaking decision.

That is what the production company is there to handle.

Our role is to explain the options, make recommendations, anticipate problems, and guide the client through the decisions that require its involvement.

What Happens When Something Unexpected Occurs During Production?

Unexpected situations can happen on any commercial production.

Weather can change. A location can become unavailable. An actor can become sick. A product can arrive damaged. A creative idea may need to be adjusted when it is tested in the real environment.

Experience does not mean pretending that unexpected situations never happen. It means preparing thoroughly, recognizing risks early, responding quickly, and making decisions that protect the production.

A strong production partner should be realistic about what can be delivered, communicate when conditions change, and arrive with solutions rather than simply presenting the client with problems.

Our responsibility is to keep the client informed while managing as much of the pressure behind the scenes as possible.

How Long Does the Full Commercial Video Production Process Take?

A typical commercial video production takes approximately seven to twelve weeks from the beginning of concept development through final delivery.

Concept development through the signed production agreement typically takes one to two weeks. Pre-production usually requires another two to three weeks. Many commercials are filmed during one full 12-hour production day, while more ambitious campaigns may require multiple shoot days. Post-production generally takes an additional two to four weeks.

Whenever possible, we recommend allowing at least 45 days to complete a professionally produced commercial campaign without unnecessarily rushing the creative, production, or post-production process.

That does not mean every commercial requires 45 days.

More streamlined productions can sometimes be completed within a two- to three-week turnaround when both the client and production team are fully available, responsive, and aligned.

We once took a commercial campaign from concept selection through pre-production, filming, post-production, and final delivery in just 10 days. The production involved a crew of 17 and three principal actors.

That schedule was possible because everyone involved remained engaged throughout the process, including the client’s main point of contact, the executive with final approval authority, the finance department, the director, production team, department heads, crew, and post-production team.

When feedback is consolidated, approvals are immediate, payments are processed promptly, and the key decision-makers remain available, a professional production can move remarkably quickly.

Larger companies often require more time because there are more internal layers involved. These may include:

• Multiple rounds of stakeholder approval
• Executive or CEO sign-off
• Legal and compliance review
• Vendor onboarding
• Procurement requirements
• Finance and accounting procedures
• International team coordination
• Product or packaging approvals
• Crew, talent, and location availability

The physical production itself is not always what determines the schedule. In many cases, the overall timeline depends just as much on how quickly the client’s internal team can review materials, make decisions, approve costs, and keep every department aligned.

A general commercial production timeline may look like this:

• Discovery and project scope: 1 to 3 business days
• Concept development: 3 to 7 business days
• Concept presentation: one 60-minute meeting
• Concept selection and revisions: 1 to 2 weeks
• Contract, budget, and payment: 3 to 10 business days
• Pre-production: 2 to 3 weeks
• Production: one or more filming days
• Post-production: 2 to 4 weeks
• Final delivery: 1 to 3 business days after approval

Some stages may overlap, while others depend on client approvals.

The right timeline is not necessarily the shortest possible timeline. It is the shortest realistic schedule that gives the production team enough time to properly prepare, execute, finish, and deliver the campaign at the expected level of quality.

What Should a Brand Look for in a Commercial Video Production Company?

A commercial video production company should do more than provide cameras, equipment, and a crew.

The right production partner should be able to:

• Understand the marketing objective
• Understand the product and audience
• Develop a strong creative concept
• Be realistic about what can be achieved
• Explain how the budget is being used
• Build an achievable production schedule
• Anticipate potential challenges
• Manage casting and locations
• Coordinate the full crew
• Protect the approved creative direction
• Guide the client through approvals
• Deliver the required campaign assets

Brands are ultimately looking for an experienced production partner that can confidently say what it will deliver and then follow through.

At Feel Right Inc., our role is to make the client’s job easier by acting as the expert throughout the project.

We develop the concepts, explain the costs, build the production, manage the filming process, oversee post-production, and prepare the final campaign assets.

At every stage, we are considering what is best for the brand, what will connect with the audience, what will look strongest on screen, and what will help the campaign separate itself from the noise.

Our name is attached to every project we produce. What we put our name on becomes part of our life’s work, so the final result needs to be something both our team and the client are proud to share.

Start a Commercial Video Production Project

Feel Right Inc. is a full-service commercial video production company (as seen on DesignRush) based in Los Angeles and serving brands throughout Orange County, California, the United States, and international markets.

We specialize in creative commercial concepts, narrative advertising, product launch videos, branded campaigns, ecommerce video production, television commercials, connected TV advertisements, and social media content.

To begin a project, brands should be prepared to discuss the product, audience, campaign goals, intended platforms, required deliverables, timeline, and estimated budget.