Commercial: (8497.49, 8497.51-55, 8497.

56-63)
Objectives:

Student will perform functions needed to plan, produce and air an effective commercial
Students will create a script and story board for the production of a commercial
Students will demonstrate an understanding of the elements of composing a shot while filming a
commercial
Students will perform effective production planning.

Task

You will work together to create a 30 second commercial. This commercial is going to
promote students at DSF to take the video media class next year. Ms. LaBrie is your client.
Decide who will perform each role: 3 people on branding/marketing; 3 people on creative; 3
people on production.

Steps:
1. Identify objectives of production:
a. The objectives should be clear, specific and phrased in terms of their effect on viewers.
2. Analyze the target audience:
a. Includes examinations of demographics such as gender, age, education level and socioeconomic status.
3. Determine the delivery system:
a. Choosing the most effective method of message delivery. (Webcast, tv broadcast, kiosk,
radio etc.)
4. Collaborate ideas for content:
a. Come up with a few ideas of what will be in the commercial to make it effective.
b. Take good parts from each idea to form a solid plan for content.
5. Create a story board:
a. Used for detail planning of video production process. Help to visualize look of the
eventual program and to pre-plan sequences shot by shot.
6. Define tasks / roles of production personnel:
a. Identifying the various production personnels responsibilities (producer, manager,
technical director, camera operator, talent, script writer, teleprompter etc).
7. Prepare a production budget:
a. This should encompass all cost associated with editing, maintenance of equipment, sets,
crews, talent and filming.
8. Develop a production schedule:
a. This is a timetable listing the order of each production step.
9. Create a program proposal:
a. This provides a summary of the production process prior to filming.
10. Film
11. Edit
12. Air

Commercial:
Students should have the document below as well as the final commercial file to turn in on March 16th:

PRE-PRODUCTION DOCUMENT
The following should be on ONE document (except the story board).
Branding:

Objectives
Target Audience
Delivery System
Content

Creative

Storyboard (& any notes used)

Production

Budget

Tasks / Roles
Schedule

All

FINAL VIDEO to be played on air March 17th, 18th & 19th

Rubric Pre-Production:
Submission/Participation

(Pre-production work is turned in on time and all crew

members put forth their best effort and did their share in working together) 25

Component effectively conveys its duty (for example, Branding has clearly
stated the objectives etc. in a manner that is well thought out and easy to understand,
creative has created a storyboard that is easy to follow and is effective for the outcome of the
commercial, production has prepared a thorough and realistic budget etc.)

50

Tasks/Roles & Schedule (made effectively and adhered to) 25

TOTAL (100)

Rubric Final Video:

Submission/Participation (submitted on time, time requirement adhered to
and each student participated equally) 25
Final video effectively serves its purpose. (Its purpose is to catch students
attention and persuade them to want to take the video class next year. Clients goals
were adhered to and objectives were met.) 50

Craftsmanship (video is good quality, sound can be heard effectively and care
went into all aspects of creation) 25
TOTAL (100)