If you’ve ever watched a high-quality commercial and thought, “Wow, that looks amazing,” you might not realize just how much work goes into creating those few seconds of visual magic. Welcome to 91 Stone Productions, where we transform ideas into cinematic brilliance right here in North Carolina. Today, we’re giving you a VIP pass to the world of a video producer—specifically, what goes down in the pre-production process of crafting a commercial. Grab your coffee (or energy drink, no judgment here) and let’s get into it.

The Art of Pre-Production: Where the Magic Begins

Before cameras roll and actors hit their marks, there’s a whole universe of planning that happens behind the scenes. Pre-production is the foundation of a successful commercial—think of it like setting up your chess pieces before making a move. Skimp on this stage, and you risk ending up with a chaotic mess instead of a polished masterpiece.

Here’s how we break it down at 91 Stone Productions:

The Concept Meeting.
Scripting
Budgeting & Scheduling
Casting and Crew Assembly
Location Scouting & Set Design
Equipment Checks
Rehearsal & Shot List

While some of these steps may not be needed for every commercial project, all aspects of pre-production must be analyzed to ensure the quality of our content meets that of our clients needs and makes the process of on set production go as smooth as possible.

1. The Concept Meeting – The Birth of an Idea

The first step to making a great commercial is always coming up with a cool concept. It's super important to get what the client's brand is all about, who they're trying to reach, and what they want to get out of their campaign. Working together on this makes sure the final product matches the client's vision perfectly. Whether they want an exciting product ad, a story that makes people feel something, or a polished corporate commercial, the concept will be tailored to hit their specific goals.

The conceptualization phase is where the creative team throws around ideas, often using visual aids like whiteboards or even finding inspiration during chill times like lunch breaks (because as we all know inspiration ofen strikes mid-bite). During these brainstorming sessions, the team digs into important stuff like the tone, style, and main message of the commercial. For example, a tech company might need a modern and futuristic look, while a local coffee shop would want a cozy and inviting visual style that shows off their brand's personality.

2. Scripting – Putting Words into Action

Once the idea and main message are locked in, it's time to start writing the script. This is way more than just writing what people say; it's about describing scenes in detail, making smooth transitions, and even adding cues for music and sound. A well-written script is like the backbone of the commercial – it guides everything and makes sure the final product is awesome.

Storyboarding is super important here. It's like making a comic strip of the commercial, shot by shot. Each panel shows how the shot will look, the camera angle, and what's happening. This visual guide helps everyone involved – from the director to the actors – get on the same page about the vision and how things should go. By seeing the commercial beforehand, storyboarding helps things run smoothly during filming and avoids any confusion on set.

3. Budgeting & Scheduling – The Not-So-Glamorous but Super Important Part

Budgeting and scheduling for video production aren't always fun, but they're super important for a project to succeed. Budgeting means planning out how much money you need for everything from locations and actors to equipment and editing. At 91 Stone Productions, we're great at working with different budgets to give clients awesome videos without breaking the bank.

Scheduling can be a headache because you have to coordinate so many things like shoot dates, locations, and people's schedules. And don't forget about the weather – especially in North Carolina, it can throw a wrench in your plans! You need to be flexible when scheduling because unexpected things always pop up.

Basically, budgeting and scheduling go hand-in-hand. Budgeting's about the money, and scheduling's about making sure everything happens at the right time. Together, they keep your video project on track and make sure you get the results you want.

4. Casting & Crew Assembly – Finding the Right Talent

A commercial's success depends on the chemistry between the people in front of and behind the camera. Casting is super important; it's all about carefully picking actors or voice-over artists who can bring the script to life and capture the brand's spirit. This means holding auditions, checking out portfolios, and making sure the chosen talent fits perfectly with the brand's image and message.

The behind-the-scenes production team is just as important. Getting a skilled and experienced group of creatives, including directors, cinematographers, lighting technicians, sound designers, and other specialists, is key to a successful commercial. Everyone on the production team plays a crucial role, as their combined skills and teamwork ensure a smooth and efficient production. From planning before filming and on-set work to editing and final touches after filming, each team member's contributions are essential to bringing the creative vision to life and getting the results everyone wants.

5. Location Scouting & Set Design – Finding the Perfect Backdrop

In the commercial production world, getting the perfect backdrop is key to getting the message across and grabbing the audience's attention. Those awesome backgrounds you see in commercials? They take a ton of planning and hard work. Location scouting is a big deal – we handpick spots that match the overall look and feel of the commercial. So, if a client wants a rustic, farmhouse vibe, we ditch the city and find charming rural spots that give off a warm, nostalgic feeling.

Sometimes, the perfect setting just doesn't exist. That's when we get creative and build custom sets that bring the brand's vision to life. Whether it's a futuristic spaceship interior, a fantastical underwater world, or something else entirely, our skilled designers and builders team up to create a unique and captivating environment that fits the commercial's story perfectly.

Building a set often means working closely with the client to make sure everything matches their expectations. From picking materials and colors to placing props and lighting, every little thing matters to create a cohesive and visually stunning result. We're all about excellence and attention to detail, so the final product doesn't just meet the client's expectations – it blows them away, leaving a lasting impression on the audience and getting the brand's message across loud and clear.

6. Equipment Check – Gearing Up for the Shoot

In video production, being prepared is super important. Everything, from the lighting to the sound, depends on the equipment working properly. If something breaks, the whole production stops, and that's expensive and stressful. That's why it's so important to test everything, like the lights, cameras, and sound equipment, before you start filming.

At 91 Stone Productions, we know that the quality of the final product depends on the tools we use to make it. That's why we invest in the best cameras and equipment to make sure every shot looks awesome and professional. Using bad equipment is like using an old flip phone instead of a new smartphone: the quality is just not comparable. By using the latest technology and having a strict pre-production checklist, we make sure your project goes smoothly and professionally, and that you'll love the final product.

7. Rehearsals & Shot List – Final Run-Through Before Action

Just like actors practice their lines and moves before a play, our team does a full rehearsal before filming starts. This helps everyone, from actors to crew, feel good and confident about their roles, lines, and the overall shoot. By practicing key scenes, we can fix any problems, improve performances, and create a shared vision for the final product.

We also make a shot list, which is like a map for filming. It shows every camera angle, movement, and setup needed for the footage. With a clear plan, we can be efficient on set, have less downtime, and get all the shots we need to make our vision real. A well-prepared shot list helps us navigate filming, knowing that we've planned each camera setup and movement carefully.

The Final Countdown: Ready to Roll

At 91 Stone Productions, we know that awesome videos need awesome planning. We start every project by brainstorming with our clients to create a vision that matches their brand and goals. Then, we get to work on scripting, storyboarding, location scouting, casting, and scheduling – we plan everything carefully!

By spending lots of time on pre-production, we make sure filming day goes smoothly. We want everyone on set to feel confident and ready to be creative. Even if unexpected stuff happens (like script changes or bad weather), our pre-production work helps us adapt quickly and stay on track.

The 91 Stones Difference

We believe that a great video not only looks amazing but also connects with the audience and gets results. Whether it's a commercial, a corporate video, or a social media campaign, we create videos that tell stories, make you feel something, and inspire action

So, the next time you see an amazing video, remember that it took a lot of hard work, teamwork, and behind-the-scenes magic. At 91 Stone Productions, we love turning ideas into awesome videos that people remember.

If you're ready to tell your brand's story on screen, we're here to help! Our team of experienced professionals will work with you to make your vision a reality. Contact 91 Stone Productions today, and let's get creative!

A Day in the Life of a Video Producer: Behind the Scenes at 91 Stone Productions