Professional TV Commercial Production – Real Time

Brainstorming is a creative technique that involves both the video production team and the client. It’s based on the exchange of experiences, ideas, and suggestions, leading to the discovery of the creative concept that will form the foundation of the commercial message.

At Real Time, we prefer to organize this meeting directly at the client’s premises, in order to accommodate their schedule and better understand their world. Visiting offices and production sites allows us to fully absorb the company’s atmosphere and capture the values that should be conveyed to the audience-whether it's prestige locations, family heritage, advanced production processes, or the sustainability of the product and its manufacturing.

The storyboard-often referred to as a comic-strip-style script-is an essential tool for both the production team and the client. It allows the production crew to clearly understand what needs to be filmed and how, while giving the client a visual preview of the final result.

Each shot is illustrated with a detailed sketch that depicts the setting and character actions. Dialogue text, shot duration, and key technical details are also included-such as camera angles, framing, shot types, and camera movements-providing clear guidance for the director and cameraman.

Creating a well-structured storyboard helps streamline the entire production process and enables precise planning of production costs.

The production phase of a TV commercial involves filming on location. This location could be a film studio, a bustling city street, or even a remote desert oasis-any environment can work, depending on the message, the target audience, and the available budget.

Successfully managing this phase means addressing and solving multiple challenges, including:

• Logistics: Transporting equipment and crew to the filming site, even internationally or in remote areas, under any weather or environmental conditions.
• Legal aspects: Securing permits to shoot in tourist sites, train stations, airports, or public streets.
• Technical aspects: Using high-end equipment and techniques to capture top-quality footage on set, minimizing the need for costly corrections during post-production.

The importance of video editing is often underestimated by those outside the industry. Many don't realize that legendary filmmakers like Hitchcock, Eisenstein, and Kurosawa were also the editors of their own films.

Video editing is far from a simple cut-and-paste job of visuals and audio. It must grab the viewer’s attention from the very first frame, clearly highlight the benefits of the advertised product, and end by leaving a lasting impression in the viewer’s memory.

Selecting the right music for a commercial is essential to differentiate the client’s product from competitors. Studies have shown that music stimulates brain activity by triggering memory, much like a familiar taste or scent. This mechanism has been used effectively since the days of the old Carosello, when detergents, liqueurs, and snacks gained popularity through catchy tunes that audiences could instantly recognize-and often hum or whistle along with.

The musical accompaniment can be either a custom jingle created specifically for the spot or a pre-existing song or composition under copyright.

Our video production company works closely with musicians and composers capable of creating various types of advertising jingles: purely instrumental, spoken, sung, or a mix of these elements. The lyrics are carefully crafted as purchase facilitators, using keywords that act as stimuli to influence buying behavior for the advertised product or service.

Alternatively, we assist clients in selecting music tracks in the most appropriate genre-classical, rock, jazz, or folk-and in acquiring the necessary reproduction rights.

The post-production phase of a TV commercial marks the final step in the creation of the advertising film. It includes all necessary enhancements to correct audio and video and enrich communication-such as adding special effects.

We welcome the client’s direct involvement during this stage, and they are invited to join us in person at our production facilities to oversee the process.

Real Time is equipped with state-of-the-art post-production hardware, allowing us to independently manage every aspect of the audiovisual process, including:

• Compositing
• Editing
• 2D and 3D special effects
• Color correction
• Audio processing
• Music scoring and sound design
• Voice-over recording
• Final mastering