TV commercials are a very important part of the marketing strategies of companies, especially large ones. It is thanks to company advertisements not only present their latest products, but also don't let them forget about themselves. And this is very important on the way to building a concrete brand image and being successful. Invariably, for many years now, television has been the best vehicle for information and a link between the brand and its customers. Thanks to it, a relationship is built which translates into sales and the popularity of a company's products or services.
Advertising film is extremely important for the product. It is through the prism of advertising that the customer will see the image of the product, reach for it or not. It is above all advertising that determines the need for and interest in the product. The role of advertising in the development of a company is very important and carries great responsibility.
Thanks to the fact that the TV message reaches almost everywhere and to every target group, the commercial is a great opportunity for producers and brands. All that is needed is...or as much(!) suitable advertising. Advertising, which not only promotes the products in a light and non-aggressive manner. Above all, it must be memorable, arouse interest and a desire to get to know the product. It must also be remembered that, through the prism of the advertisement, customers will perceive not only the specific offer, but also the brand as a whole. This means that advertising can also indirectly build up a company's image!
The power of advertising is in the script
The most important thing in advertising is idea and scenario. We need to capture and hold the viewer's attention, and then we have 30 seconds to convince them of the product. When producing adverts, this is always the most important objective. We select the team that works on the set of the commercial according to the script. It is very important that the working style of both director and cameraman match the script. Almost everyone specialises in something else. Some have a keen eye and a better idea of action films, others have a feel for conveying romance, others specialise in advertising. This is why the team needs to be matched to the script.
- Idea
- Scenario
- Choosing the right director and cinematographer
Storyboards are a production's best friend
Storyboards are a series of images that we create based on a script, a kind of pictorial script. It is most often made by a storyboard artist, or illustrator. Storyboarding is very important and very helpful in the creation of a film, both for the director, cinematographer and other members of the crew: production designer, actors or editors. It is a bit like a comic book. Thanks to it, even before the shooting set, we can better imagine the commercial film, correct any mistakes, make adjustments. Above all, however, it is very helpful during production. Hung on the board, it shows which scene we are shooting now, how much we have already done, where we are. That way we don't skip any scene. You could say that storyboards are clocks that measure scenes.
- Storyboard is a pictorial script
- Helps to better plan production
- It ensures that no scene is missed on set
Quality of equipment translates into quality of advertising
It is not only a professional, creative and well-chosen crew that is key to the success of a commercial film. Today's screens, be they TV, computer or other devices, are becoming more and more technologically advanced. It is therefore necessary to shoot films in the highest quality. The right camera and the selection of the right lenses to match the scene are crucial. However, a film set is not only a camera. It is also the microphones, which have to pick up sound cleanly and well. It's the right light and shadows. The number of lights and blends on a film set is astounding! However, the camera perceives differently to the eye. Every detail is transferred to the screen from the set. Therefore, you need to create the right conditions and record the best material. With a few important things in mind, you need to assemble the best equipment for recording a specific commercial.
Depending on, for example:
-> Will there be speaking roles- need to stock the set with microphones and sound equipment
-> Scenes will be indoors or outdoors - care must be taken to ensure adequate lighting/darkening
-> What the weather will be like - you need to secure your equipment
-> What the ground will be and what the scene requires- need to take rails to move the camera
- Suitable camera and lenses
- Installation of cameras
- Microphones and sound equipment
- Lighting and blends
- Special effects equipment
You need to "buy" the viewer's attention
However, the modern viewer is increasingly picky, sensitive and... aware. He can only be 'bought' with interesting, creative things. Advertising must be like that!
At Simple Frame we deal comprehensively with the production of television commercials. Years of working for television, for people, have taught us that you need to constantly develop, keep your finger on the pulse and constantly surprise. Repetitive techniques, style and schemes quickly bore and do not interest the viewer, who will therefore not be interested in the product. In advertising, we always focus on innovation! That is why we pay so much attention to the right scenario and then to the choice of techniques, shots, style.
Mlektovita is a leading Polish dairy brand. It owes its image and popularity to its advertising films. Working for such a strong and well-established brand is a challenge and a great honour. We created materials that worked well and delighted viewers.
A huge team, a staff of people, works to make those 30 seconds of advertising filming come off as well as possible! You can't see them because they are behind the camera, but they are the heroes of every successful commercial. See here...