What is the production process of TV advertisements?

1. When the idea is completely confirmed and allowed to enter the shooting stage, the creative department of the company will submit the creative copy, picture description and storyboard of the proposal to the production department (or other production companies), and make necessary written explanations on the length, specifications, release date, purpose, task, plot, creative points, atmosphere and taboos of the advertisement to help the production department understand. At the same time, the production department is required to submit quotation and production schedule for selection within a limited time.

Studying TVC ideas is an interesting part of the tedious work of the production department, because you can often see some excellent ideas. Storyboard is one of the most important and commonly used ways to communicate ideas at present, because it can shorten the understanding gap between them.

2. After receiving the storyboard briefing, the production department will report the appropriate production plan and corresponding price to the customer department for confirmation according to its own understanding and estimation of creativity. Generally speaking, a reasonable evaluation should include shooting preparation, shooting equipment, shooting venue, shooting scenery, shooting props, shooting clothes, film crew (director, producer, photographer, lighting engineer, art, makeup artist, actor, etc. ), electricity, magnetic rotation, music, editing, special effects, 2D and 3D production, dubbing and synthesis. It can even include specific options.

Because the scale and fineness of production directly affect the evaluation, advertisements mainly have a rough production budget, which is generally about 10% of the broadcast cost. The evaluation made by the production company based on this budget is meaningful and the production plan based on this evaluation is worth considering.

3. The customer department reports the estimate of the production department to the customer, and after the customer confirms it, the customer, the customer department and the production department sign a specific production contract. Then the production department prepares the next first production preparation meeting within the specified time (PPM 1) according to the contract and the final confirmed production schedule.

The valuation of the production department is very transparent, because almost every project has a recognized line price, and the floating space is relatively limited. You can see the profits and taxes paid by the production department on the pricing list of the production department. Of course, like other industries, production companies with a large number of films can generally get better prices.

4. During this period, the production department will make comprehensive preparations for all the details related to the shooting of advertising films, such as shooting board, director's explanation, lighting tone, music samples, scenery, scenery scheme, actor audition, actor modeling, props, costumes, etc. In order to seek advertising creativity as the best way to present advertising films.

This is the busiest time for the production department, and all the preparations should be done in every detail. The more detailed the work at this stage, the more high-quality advertisements can be produced. Sometimes the production cycle will be shortened at the request of customers, so the time at this stage is often compressed. We advise customers to leave enough time for the production department, because sufficient preparation time is the best way to improve quality without increasing costs.

5.PPM is the abbreviation of English Pre-Product Meeting. On PPM, the production department will report all the details of the advertising film shooting to the customer and explain the reasons. Usually, the production department will submit more than one set of shooting board, director's explanation, lighting tone, music samples, scenery, scenery scheme, actor audition, actor modeling, props, clothing and other details about advertising film shooting for customers to choose, and finally confirm them one by one as the basic basis for post-shooting. If some parts cannot be confirmed at this meeting, another production preparation meeting will be arranged (if time permits) until the final confirmation. Therefore, the number of production preparation meetings is usually uncertain. If you only hold it once, there is no difference between PPM 1 and PPM2 and final PPM.

6. After re-preparation, the production department will submit a new preparation plan for the part that could not be confirmed at the first production preparation meeting (PPM 1) for the customer's confirmation. If all are confirmed, the final production preparation meeting (final PPM) will not be held, otherwise (if time permits) another production preparation meeting will be arranged until the final confirmation.

Do it again!

7. This is the final production preparation meeting. In order not to affect the whole shooting plan, the client, the client department and the production department must * * * negotiate an executable plan for all unconfirmed aspects, which will be used as the basis for subsequent shooting after confirmation by the three parties.

Do it again!

8. Before entering the official shooting, the production staff of the production department will make final confirmation and inspection of all the details determined at the final production preparation meeting to prevent any details from appearing at the shooting site and ensure that the advertising film is executed smoothly according to the plan. Special attention should be paid to the venue, scenery, actors and special shots. In addition, before the official shooting, the production department will notify the shooting location, time, film crew, contact information and other parties in writing, including customers, customer department and relevant personnel of the film crew.

This is the last chance to check. After this pass, everyone will take the time to rest, because after the last pass, the official shooting is not far away.

9. According to the resolution of the final production preparation meeting, the shooting work will be carried out by the film crew at the arranged time and place according to the shooting board of the script. In order to be responsible for customers and creativity, in addition to the film crew, usually the producers of the production department will contact customers, AE, customer representatives of the customer department and related creative personnel to participate in the filming. According to experience and work habits, in order to improve work efficiency and ensure performance quality, sometimes the shooting sequence of shots is not according to the shooting script, but the shots with the same position and similar depth of field are shot together. In addition, children, animals and other difficult shots are usually taken first, and still life, close-up and product shots are usually arranged at the end. In order to ensure that enough shots are shot for editing, each shot will be shot more than once, and the director may shoot more shots that are not in the script.

Location shooting is to eat according to the weather, and the producer will contact the meteorological station a few days before the scheduled shooting day to get the weather forecast information. Film will be particularly beautiful with the intervention of sunlight. The shooting of the interior has nothing to do with the weather. The terrible thing is that the studio is like a time black hole, and many people will lose their sense of time. Shooting seems full of freshness, but it's actually boring. You can guess what kind of mental state you will be after the same shot is repeated 20 or 30 times at 3 am and working continuously for 20 hours.

10 just like you need to develop after taking pictures, the film used for shooting needs to be developed in a special development factory. This is a process that most TV advertising producers will not see, and it is a real black-box operation.

1 1, also known as film-to-video, the developed film must be processed by this technology to convert the optical signal of the film into a magnetic signal for TV production, and then input it into the computer to enter the editing program. In the process of magnetic transformation, the color and tone of the shooting material are generally processed. This program is also called TC.

Because the work of color matching is both artistic and technical, the director attaches great importance to the personal quality and ability of the staff who operate the machine.

12, primary shear, also known as rough shear. Nowadays, the editing work is generally done in the computer, so the shooting material must be input into the computer before the director and editor can start the initial editing after magnetization. In the initial editing stage, the director will splice the shooting materials in the order of the script and edit them into a version without visual effects, narration and music.

The first cut is an exciting version. After a long period of strategic planning, creative conception and production, we can finally see the embryonic form of commercial advertising, although it is still very incomplete.

13, a copy is a version without any visual effects, music or narration after preliminary editing. This version will be provided to customers for visual part correction, which is the first time that customers have seen the production results in the whole production process.

It is sometimes risky to show a copy to the customer, because an advertising film without visual effect and sound is much worse than the finished film as a whole, which makes the customer nervous and makes some difficult changes. Therefore, production companies sometimes prefer to go to a little trouble and show the film to customers after completing the special effects and sound effects.

14. After the client approves copy A, it enters the formal editing stage, also called fine cutting. In the fine-cut part, we should first make amendments according to the opinions put forward by customers after reading copy A, and then synthesize the works of stunt parts into advertisements. Advertising film. The work of the screen part is completed here. Excellent editors and new talent editing tools will add a lot of color to advertising films. With the rapid development of computer technology, the present film and television post-production has been able to turn all imaginations into pictures, and this stage in post-production is to realize dreams. Of course, the more luxurious the dream, the more money you need.

15, the music of the commercial can be composed or selected. The difference between the two is that if you compose music, commercial films will have unique music, which can be perfectly combined with the picture, but it will be more expensive; If you choose a song, it will be more economical in terms of cost, but other commercials may also use this music.

16, and the narration and dialogue are completed. After the narration and dialogue, after the music, the sound editor will match various sound effects for the advertisement. At this point, all the elements of the sound part of an advertisement are ready. The last process is to adjust the volume of all the above elements to a suitable position and synthesize them together. This is the last step in the production of advertising films. After this step is completed, the commercial is completed.

17, and the narration and dialogue are completed. After the narration and dialogue, after the music, the sound editor will match various sound effects for the advertisement. At this point, all the elements of the sound part of an advertisement are ready. The last process is to adjust the volume of all the above elements to a suitable position and synthesize them together.

18. Deliver the finished film approved by the advertiser to the advertiser on time according to the form agreed in the contract, so as to deliver the film.