Before you jump into preproduction, it is important for you to receive a creative brief from your client. This is a document that conveys their goals for the project. What does a creative brief look like for a commercial? In this movie, author Richard Harrington walks you through how a creative brief looks like for a client who hires you to create a commercial.
- Before we jump into pre-production,…I think it's pretty important to give you…a little bit of a creative brief.…This is the stage where the client often conveys…their goals for the project.…And I'm gonna pass on some of our client's goals to you…so you understand why we did what we did.…Ideally with the commercial,…you're trying to create something…that has a positive result on people's actions.…In this case, we are creating a public service announcement…to raise awareness for a nonprofit group.…Let me share with you the objectives.…Our client is the National Foundation for Credit Counseling.…
We'll refer to them as the NFCC.…They're a nonprofit that's all about helping people…with financial advice.…Their tagline is knowing the difference…can make all the difference.…The messaging points that they conveyed were as follows.…They wanted to make sure that we emphasized…that the National Foundation of Credit Counseling…was a nonprofit group…and that they've been around for 60 years…as well as helped more than 30 million people annually.…
- Meeting the project and team
- Writing the script
- Casting actors
- Scouting for locations
- Creating schedules and budgets
- Shooting scenes
- Retiming footage
- Color grading
- Compressing for delivery
Skill Level Intermediate
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Video Journalism: Shooting Techniqueswith Jeff Sengstack2h 4m Intermediate
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Video Production: Location Audio Recordingwith Anthony Q. Artis1h 23m Intermediate
1. Meet the Project and Team
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