Commercial production is a critical investment for any brand, and mistakes can lead to wasted resources, poor performance, or failure to resonate with the target audience. Over the past 10 years, we have seen, and made these mistakes ourselves, so we want to list them out in order to help you ensure a smoother, more effective production process.
1. Rushed Timeline
One of the biggest mistakes in commercial production is not allocating enough time for the various stages, but especially pre-production. A rushed timeline can lead to underdeveloped ideas (the most important phase according to our previous blog) and consequently compromised execution. The key is to plan for realistic deadlines while allowing room for revisions or unforeseen challenges.
Tip: From our experience, if you already have the idea, 6 weeks is the minimum time mark to produce the commercial. If you don’t have a creative direction and need the production houses to pitch theirs, then plan for minimum of 8 weeks. In case you have such a tight deadline, then prioritize pre-production and cut down on post.
2. Choosing the Wrong Production House
Not all production houses are a good fit for every project. Some specialize in specific industries, styles, or formats. It’s essential to thoroughly study their portfolio and get a sense of their “vibe”. Talk to them if you can, see how they will approach your project, ask them to consult you. If you have the budget, ask for a proposal pitch. After this you will have a good sense of their suitability.
Tip: Past projects are a decent parameter to measure potential success of future projects - though it should not be a decider.
Recently we had a very interesting brief, something we had never done before but it’s the kind of storytelling we know we can do a good job with. The client studied our portfolio, recognized our “vibe” and potential, coupled with our enthusiasm, they decided to trust us with the commercial - it was a great success and they were full of praise when we sent them the final version.
3. Being Too Strict with the Storyboard
While having a storyboard is crucial for planning, being overly rigid can stifle creativity. Filmmaking in general, and commercials specifically, are dynamic, sometimes what works on paper may not translate well on camera. A great production team will often come up with spontaneous, on-set ideas that enhance the final product. Being too tied to the smallest details of the original storyboard can limit the commercial’s potential, so it’s important to be open to adjustments during filming.
Tip: The key word here is “collaboration”. You hire the production house to be your creative partner, not just to follow orders. Engage them by asking for their insights, exchanging ideas, and trusting their expertise. This approach can, and should apply throughout the entire production process, not just during the storyboard phase.
By avoiding these common mistakes, your commercial production will not only run more smoothly but also yield a higher-quality, more impactful final product that aligns with your brand’s goals.