A commercial video looks like one thing on screen, but it is the result of dozens of decisions made over weeks. Businesses that understand those decisions brief better, get fewer surprises and spend their budget on the parts that matter. This guide explains how a professional production moves from an idea to a finished file, in the order it happens.
Nearly every project, from a 30-second ad to a company film, passes through the same three phases: pre-production, production and post-production. The names are industry standard; the proportions are what change. A rule of thumb that holds across most projects is that the more carefully the first phase is done, the cheaper and calmer the other two become.
Phase 1: Pre-production (planning)
Pre-production is everything that happens before a camera records anything. It is the least visible phase and the one that most determines the outcome.
The brief
It starts with a brief: what the video is for, who it is for, where it will be shown and what should happen after someone watches it. A video that "should go viral" is not a brief. A video that "should help restaurant guests understand our new tasting menu and book a table" is. If you are not sure what a good brief contains, our guide to writing a creative brief for an ad or video covers it step by step.
Concept, script and treatment
From the brief, the production team develops a concept: the idea that carries the message. This is usually written up as a treatment (a short description of the look, tone and story) and then a script or a scene-by-scene outline. For ads, a storyboard (a sequence of sketched or reference frames) lets everyone agree on what will be shot before money is spent shooting it.
Logistics
The unglamorous work lives here, and it is where schedules are won or lost:
- Locations: scouting, access, permissions and backup options for weather.
- Talent: casting actors, models or real staff and customers, plus any releases they need to sign.
- Crew and equipment: deciding who is needed and what kit the concept requires.
- Schedule and budget: a shooting plan by hour, and a budget that matches it.
- Permissions: some places and techniques need approval. Drone filming and filming at protected or heritage sites are typical examples in Nepal. Rules change, so check current requirements with the relevant authorities early, not the week before the shoot.
Phase 2: Production (the shoot)
Production is the shoot itself. On a small project one person may cover several roles; on a larger one each role is a separate person. The common roles are:
| Role | What they are responsible for |
|---|---|
| Director | The creative vision and performances on the day |
| Producer / production manager | Schedule, budget, people, permissions |
| Director of photography / camera operator | Framing, lighting choices, camera movement |
| Sound recordist | Clean dialogue and ambient audio, which is hard to fix later |
| Lighting and grip | Shaping light and rigging equipment |
| Art / styling | Set, props, wardrobe and the overall look |
| Drone pilot | Aerial shots, where the concept needs them |
A few things reliably separate smooth shoot days from stressful ones:
- A shot list the whole team has seen. Everyone should know the priority shots if time runs short.
- Audio treated as seriously as picture. Viewers forgive an imperfect image far more readily than bad sound.
- One decision-maker on the client side. Conflicting feedback on set costs time that is billed by the hour.
- Backup plans for light, weather and travel. In a country with varied terrain and monsoon seasons, this is not optional.
Phase 3: Post-production (editing and finishing)
Post-production turns hours of footage into the final video. It is often longer than the shoot, and it is where most revision rounds happen.
- Offline edit: assembling the story from the best takes.
- Review rounds: you give feedback; the editor revises. Agree on how many rounds are included before the project starts.
- Colour grading: making shots match and setting the mood.
- Sound design and mix: dialogue, music, effects and levels.
- Graphics and motion design: titles, lower thirds, logos, animation.
- Delivery: exporting the right files for each platform.
Deliver for where the video will actually be watched
A single master video rarely suits every channel. A horizontal 16:9 version works for websites and YouTube; vertical 9:16 versions are the default for Reels, TikTok and Stories; square formats still appear in feeds. Decide the platforms in the brief, because shooting for several aspect ratios at once is far cheaper than recutting afterwards. Short cut-downs of a longer film are another common deliverable.
What actually drives the cost
Prices vary widely and any number quoted without context is misleading, so this guide does not give one. What it can do is explain what moves a quote up or down:
- Length and number of deliverables: one film or ten cut-downs.
- Shoot days and locations: travel, accommodation and permissions add up.
- Crew size and equipment: a two-person interview is not a ten-person commercial.
- Talent and usage: who appears on screen and where the video will run and for how long.
- Complexity in post: animation, effects and heavy graphics take specialist time.
- Turnaround time: compressed schedules cost more.
- Revision rounds: unlimited changes are the most common source of budget overruns.
When comparing quotes, compare what is included, not only the total. Two quotes for the "same" video can describe very different amounts of work.
Common planning mistakes
- Starting with the format instead of the goal. "We need a TVC" is a format; "we need more enquiries from tourists" is a goal.
- Skipping the script or storyboard to save time, then reshooting.
- Treating the video as a one-off. Plan how it will be cut down and reused.
- Late approvals. Waiting for a senior person to see the edit for the first time at the final stage.
- No distribution plan. A great video with no promotion plan earns little.
Questions to ask a production company before you hire
- Who will actually work on my project, and what have they made that is similar?
- What exactly is included: shoot days, edit rounds, music licensing, delivery formats?
- Who owns the footage and the final video, and what usage rights do I get?
- How are changes handled once the edit has started?
- What do you need from me, and by when?
Where to go next
If you are planning a video and want to talk it through, you can get in touch with The Cine Films. This guide describes the general process; it is not a quote or a promise of any one approach, and it applies whoever you choose to work with.