A strong idea only works if it is made well. Production is where a campaign becomes the TV commercial, radio spot, social video or poster people actually see. This guide from Gatecrasher, a Perth advertising agency in Subiaco since 2001, explains what advertising production involves, how one idea is made for every channel and what to ask before you start.
What advertising production covers
- Video production. Compelling video, from concept to post-production.
- Photography. Striking images that support the brand story.
- Motion graphics and animation. Dynamic visual elements for campaigns and brand communications.
- Post-production and editing. Refining and finishing every piece so it is ready to run.
- In-house studio production. On-site facilities that keep the workflow fast.
One idea, made for every channel
Most campaigns run across several channels at once. The production plan should make the idea work in each one, not just resize it.
- Sounds Like for Make Smoking History prompts smokers to act when their body starts showing signs of damage. It was made as two screen executions, three radio spots and a social ad.
- Speed Shatters Your Excuses for the Road Safety Commission takes apart the excuses drivers use for speeding, across TV, two radio spots and three outdoor executions.
- You see. We see. shows road rules through the eyes of police officers who see the aftermath of road trauma, across TV and outdoor.
- No Other Side for Midland Brick uses choreographed performances to make the benefits of double clay brick clear and memorable, in film and outdoor.
Make content that fits where it runs
Some audiences tune out anything that looks like an ad. For Find Your Way to Okay, aimed at West Australians aged 18 to 24, we made videos that looked and sounded like they came from young people themselves, so each piece felt like a friend offering support. For Clear the Air, we made films that looked like real vape ads, then revealed the hidden dangers behind the glossy facade.
Production should serve the strategy
Every production decision should trace back to the insight. How to Tell You started from research showing many smokers worry about what their smoking means for their family. The film shows a smoker rehearsing how to break life-changing news to the people he loves, a fresh way into a familiar message.
What to ask before production starts
- Who makes it? Ask whether filming, editing, animation and writing are done in-house or passed to other suppliers.
- Which channels and formats? TV, radio, social, outdoor and online video each need their own lengths and shapes.
- How fast can it turn around? Short deadlines are common, so check the team can move quickly without dropping quality.
- How will it be measured? Agree what the campaign has to change before the first frame is shot.
Gatecrasher has filmmakers, editors, animators and writers in-house, from big campaigns to bite-sized pieces. See our production services, our approach to behaviour change marketing, or talk to us.
