The Three Phases of Commercial Video Production
The Three Phases of Commercial Video Production
Every successful commercial video is built through three core phases:
Pre-Production
Production
Post-Production
Each phase plays a critical role in shaping the final product.
Pre-Production: Where the Project Is Made
Pre-production is the most important phase of any video project. This is where strategy, planning, and creative direction are established.
During pre-production, a production team typically handles:
Creative development and concepting
Scriptwriting and messaging
Shot lists and storyboards
Location scouting
Casting talent
Scheduling and logistics
Crew coordination
Equipment planning
Budget finalization
Strong pre-production ensures that shoot days run efficiently and that the final video aligns with brand goals.
Production: Bringing the Vision to Life
Production is when cameras roll and content is captured. Depending on the scope of the project, this could be a single-day shoot or a multi-day commercial production.
Key roles during production include:
Director – Oversees creative execution
Director of Photography (DP) – Manages cinematography and lighting
Producer – Ensures the shoot stays on schedule and on budget
Because of the groundwork laid in pre-production, production days are focused, efficient, and collaborative.
Post-Production: Crafting the Final Story
Once filming wraps, post-production begins. This is where footage is transformed into a polished final product.
Post-production typically includes:
Video editing
Sound design and audio mixing
Color grading
Motion graphics
Music licensing
Client revisions
Final exports and delivery
This phase is where pacing, tone, and emotional impact are fully realized.