Key considerations when creating advertising films
Well thought-out advertising film is the foundation of effective your brand’s visual communication. To ensure that the work I produce meets your expectations, I would ask you to answer a few questions before we begin key questions. Thanks to these, I can better understand the nature of your brand, your target audience and the purpose of the film, which will enable me to create content that not only grabs attention but also strengthens your business’s image and message.
1
The purpose of the advertising film
- What actions should it prompt in the audience (e.g. a purchase, a sign-up, brand awareness)?
- Is the film intended to promote a product, a service or the brand as a whole?
2
Target audience
- Who is the target audience for the film (age, interests, location)?
- What emotions and communication style are appropriate for this group?
3
Message and history
- What is the main message the film is intended to convey?
- What story should it tell about the brand or product?
- What emotions should it evoke in the audience?
4
Style and form
- Animated, live-action, documentary or comedy film?
- What tone and pace would be most appropriate (dynamic, elegant, inspiring)?
- Are there any examples of films that could serve as inspiration?
5
Duration and format
- How long should the film be (a short advert, medium-length, or a longer piece)?
- In what formats will it be used (TV, social media, website)?
- Are different versions of the image required in terms of length or aspect ratio?
6
Visual elements and branding
- Should the film draw on the brand’s existing visual identity?
- Which colours, graphics and themes should be the main focus?
- Do you need special effects, animations or captions?
7
Script and narration
- What should the structure of the film be (introduction, body, conclusion)?
- Does the film require a voice-over, dialogue or subtitles?
- What key points must be included in the script?
8
Resources and production
- What materials are available for use (photos, videos, graphics)?
- Do you need actors, extras or influencers?
- Which tools and production technologies are preferred?
9
Distribution and channels
- Where will the film be used (social media, TV, website, outdoor advertising)?
- Are different formats or versions required for each channel?
10
Timeline and phasing
- When does the film need to be ready by?
- Do you allow for the delivery of materials in stages (e.g. script, storyboard, draft, final edit)?
- Are there any key dates or events that determine the deadline?
Do you have any questions?
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