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TV Commercials: How to Make Them

Book Description

Understanding how commercials are made is the key to doing it right. This descriptive book is a step-by-step guide on the mechanics of creating a commercial from a production perspective. Making commercials on all types of budgets is addressed. There is material describing the roles and dynamics of the key players: the producer/director, agency, and client. This book outlines the requirements of each group so that everyone can understand and appreciate each other's needs.

Table of Contents

  1. Cover
  2. Half Title
  3. Full Title
  4. Copyright
  5. Dedication
  6. Contents
  7. Preface
  8. Chapter 1 Introduction
  9. Chapter 2 Client
    1. How to Proceed
      1. Choices
      2. Producing the Spot
    2. Low Budget: Up to $25,000
    3. Midbudget: $25,000 to $250,000
    4. Shooting Begins
    5. Production
    6. Postproduction
    7. High Budget: Over $250,000
  10. Chapter 3 Agency
    1. Getting Considered
    2. Defining the Client’s Needs
    3. Finding a Strategy
    4. Research
    5. Creating the Commercial
    6. Once the Account Is “In House”
    7. Scheduling
    8. Choosing a Production Company
    9. Casting
    10. Props
    11. Audio
    12. At the Shoot
    13. Names and Codes
    14. Edit Session
    15. Offline/Online
    16. Final Details
  11. Chapter 4 Preproduction
    1. Low-Budget Production
    2. Medium- and High-Budget Commercials
    3. Bid Template
    4. Once the Bid Is Accepted
    5. The Go-Ahead
  12. Chapter 5 Production
    1. Low Budget
    2. Medium- and High-Budget Shoots
    3. Shot Procedure
    4. Multiple-Camera Shoots
    5. Keeping a Log
    6. Extra Shots and Wrapping Up
    7. Director’s Business
    8. Shoot Basics
    9. DP
      1. Film/Tape
      2. Magazines
      3. Body
      4. Head
      5. Tripod/Dolly/Crane
      6. Lenses
      7. Instruments
      8. Light Box
    10. Grips
      1. C-stands
      2. Grip Gear
    11. At the Sweep Table Shoot
      1. Props
      2. Food
    12. Medium Budget: Location Shoot
      1. Storyboard
      2. Schedule
      3. Setting
      4. DP
      5. Audio
      6. Gaffer/Key Grip
      7. Set/Props
    13. High Budget: Musical
      1. Storyboard
      2. Schedule
      3. Setting
      4. Audio
      5. Set and Props.
      6. Makeup
      7. Costumes
  13. Chapter 6 Postproduction: Editing
    1. Timeline
    2. Current Practices
    3. Editing Work Styles
    4. Low-Budget Commercials
    5. Middle and High End Commercials
    6. Editing Process
  14. Chapter 7 Post-Plus—Audio/Graphics/Animation
    1. Audio
    2. Preproduction
    3. Voice-over
    4. Music
    5. Music Stock Libraries
    6. Sound Effects
    7. Dialogue
    8. Post Sound
    9. The Mix
    10. Graphics
    11. Animation
  15. Chapter 8 Research
  16. Chapter 9 Specialists
    1. Main Production Staff
      1. Director
      2. Producer
      3. Assistant and Associate Producers
      4. Assistant Director
      5. Second Assistant Director
      6. Associate Director
      7. Floor or Stage Manager
      8. Unit Manager
      9. Location Scout/Location Manager
      10. Production Manager
      11. Studio Supervisor
      12. Script Supervisor
      13. Camera Personnel
      14. DP
      15. Camera Operator
      16. First Assistant Camera Operator
      17. Second Assistant Camera
    2. Engineering
    3. Audio
      1. The Recordist
      2. Mic Handler or Boom Operator
      3. Audio Playback Operator
    4. Talent
      1. Agents
      2. Casting Director
      3. Animal Handlers
    5. Designer/Art Director
      1. Set Designers
      2. Art Director
    6. Prop Rental
    7. Makeup
    8. Hair Designers
    9. Costumes
      1. Costume Designer
      2. Wardrobe
    10. Special Effects Designers
    11. Production Crew
    12. Specialized Production Crew Members
      1. Animation
      2. Explosive Experts
      3. Generator Operator
      4. Graphics
      5. Greenspeople
      6. Home Economist
      7. Insurance
      8. Lab
      9. Management Services
      10. Martial Arts
      11. Miniatures
      12. Music and Sound Effects
      13. Rental Facility
      14. Still Photographer
      15. Teleprompter Operator
      16. Transportation
      17. Security
      18. Stunt Work
      19. Teachers
  17. Chapter 10 Useful Forms and Reference Material
    1. Guilds, Unions, Associations, and Internet Sites
    2. Below the Line
    3. Sources
    4. Sample Bid Documents
    5. Sample Research Questions
    6. Job Hunting
  18. Bibliography
  19. Index