Mastering TV Commercial Production in Australia

Making a TV commercial used to be a fairly straightforward affair. You'd sink your entire media budget into brainstorming an idea, writing a script, shooting it, editing it, and handing it over for broadcast. Then it's off to Friday beers, your job is done. But with the rise of social and the fragmented media landscape of 2025 and beyond, that old system has been completely turned on its head.

The New Rules of TV Commercials in Australia

The way Australians watch TV has changed, and the old playbook for making ads is officially out of date. The days of pouring your entire budget into a single, slick 30-second spot for prime-time free-to-air are well and truly over. Today, we’re dealing with a far more complex and fractured media world that mixes traditional broadcast with catch-up TV and a tidal wave of streaming services – it honestly seems like there are more and more each day!

This isn't just a fleeting trend, it's a deep, structural shift in how people consume content. Recent data shows that while linear TV still has reach, Broadcast Video on Demand (BVOD) services like 7plus, 9Now, and 10 Play have seen explosive growth, with a recent IAB Australia report noting a 22% year-on-year increase in BVOD consumption. Naturally, advertisers are following the eyeballs, forcing a rethink of where and how production budgets are spent.

But hey, we're not all doom and gloom here… The good news is there is still plenty of room for impact with TVC's as well as much cheaper rates and highly targetable time slots to reach your perfect audience.

Adapting to a Fragmented Audience

So what does this all mean for your brand? Put simply, the one-size-fits-all commercial is dead. We know, as it used to be a staple of our business. So… a successful campaign today needs to be much more nimble, much more layered.

Instead of creating one hero ad, smart brands are now producing a whole suite of video assets, each tailored for a specific platform and audience. Think about it like this:

• A 60-second emotive brand story for broadcast and BVOD (Broadcast Video On Demand).

• A snappy 15-second cut for YouTube pre-roll ads that gets straight to the point.

• A square-format version with bold subtitles for people scrolling silently through their social feeds.

This multi-platform approach recognises that attention is the real currency here. You simply can't expect someone flicking through Instagram Stories to engage with an ad the same way as someone leaning back to watch the evening news.

The challenge today isn’t just to create a great ad; it's to create the right ad for the right screen, served at the right moment. That means thinking about distribution right from the very start of the creative process.

Opportunities in the New Media Environment

But here’s the good news: this fragmented landscape is an opportunity, not a problem. Digital platforms offer incredible targeting capabilities that old-school TV could only dream of, letting you speak directly to specific demographics with laser precision. For brands ready to make an impact, the first step is understanding this new production reality.

P.S. To get a handle on the nuts and bolts of the new broadcast world, check out our practical guide on how to get your ad on TV in Australia. It’ll get you prepped for what advertising looks like now.

Building Your Commercial’s Strategic Blueprint

Before a single camera even thinks about rolling, the fate of your commercial is pretty much decided. It’s sealed in meeting rooms and on strategy calls where the real groundwork is laid. A powerful TV commercial production process doesn't kick off with flashy ideas; it starts with a rock-solid strategic blueprint that makes sure every creative choice serves a real business goal.

This whole strategic phase is about one thing: alignment. It’s where the brand, the ad agency, and the production team get perfectly in sync. I’ve seen it time and time again, rushing this step is the number one cause of blown budgets, painful revision cycles, and a final ad that just doesn't land. A well-defined blueprint is your North Star for the entire journey.

Crafting an Inspiring Creative Brief

The creative brief is, without a doubt, the most important document you'll create. A lazy brief always leads to lazy ideas. Forget checklists. A great brief tells a story. It gives the creative team the context, the challenge, and the prize at the end that inspires them to bring their A-game.

A truly killer brief goes way beyond "males 25-49." It gets into the psychographics of your audience. What makes them tick? What headaches do they have that your product can solve? Most importantly, it needs to nail the single most important thing you want someone to think, feel, or do after they’ve seen the ad.

To get your brief into fighting shape, make sure it includes:

• The Core Objective: What's the main business goal here? Are we trying to drive website sales, build brand awareness, or launch a new product? Be brutally specific.

• The Target Audience Persona: Don’t just list demographics. Paint a picture of a real person. What are their habits, where do they hang out online, what’s their general outlook on life?

• The Key Message: In one crystal-clear sentence, what’s the takeaway? If the viewer remembers absolutely nothing else, what should it be?

• The Brand Tone of Voice: Are you witty and a bit cheeky, or are you all about trust and premium quality? Chuck in some examples of your brand’s voice.

• Mandatories and Restrictions: What are the absolute non-negotiables (like the logo placement) and the definite no-gos (like making a specific claim against a competitor)?

Unlocking Ideas with Collaborative Brainstorming

With a tight brief in hand, it’s time to let the ideas fly. The best brainstorming sessions are always collaborative, mixing the client's deep brand knowledge with the agency's strategic thinking and the production company's on-the-ground expertise. This mix is vital for cooking up ideas that are not only creative but also actually doable within the budget and timeline.

A classic scenario is a brand wanting a massive, effects-heavy concept when their budget screams for something more character-driven. By having the production partner in the room from day one, they can gently steer the creative towards ideas that deliver maximum bang for the buck. They might suggest a clever in-camera trick, for instance, that saves a fortune on post-production VFX.

A great idea is one that is creatively compelling, strategically sound, and pragmatically achievable. Getting all three right requires open collaboration from the get-go.

From Big Ideas to Concrete Concepts

Once you have a pool of exciting ideas, it’s time to whittle them down into a few workable concepts. This usually means writing up a short treatment or "scamp" for the top two or three contenders. These documents give a feel for the story, the visual style, and the overall vibe of the proposed commercial.

This is a massive checkpoint. It lets everyone visualise where things are heading before you start spending serious money on scriptwriting or storyboarding. The aim is to land on one concept that everyone is genuinely confident will hit the goals set out in the brief.

Nailing this strategic blueprint is the single best thing you can do to set your TV commercial production up for a smooth, successful run that delivers an ad that truly connects and gets results.

Welcome to the Pre-Production Maze

With your strategy locked in, you’re now stepping into the most logistically intense phase of any TV commercial production: pre-production. This is where the magic really begins. Your brilliant idea transforms from a concept on paper into a detailed, actionable plan for shoot day.

Think of it as building the intricate scaffolding that will support the entire creative structure.

Meticulous planning here isn't just a suggestion; it's non-negotiable. Every tiny detail from the exact shade of blue on a prop to the council permits for a street location, is scrutinised and locked down. This whole stage is about spotting potential problems and solving them before they even have a chance to blow up your budget or timeline.

From Script to Storyboard

It all starts with finalising the script. Every word is weighed, every line timed to perfection. You have to ensure it lands the core message within the tight confines of a 15, 30, or 60-second slot. No pressure.

Once the script gets the green light, it’s brought to life visually through storyboards or animatics.

Storyboards are basically a comic-strip version of your commercial, mapping out each key shot. They’re invaluable for getting everyone—from the director to you, the client on the same page about the visual flow, camera angles, and composition. This kind of alignment is crucial for preventing expensive "I thought you meant…" moments on a fast-paced set.

An animatic takes it a step further. It sets the storyboard frames to a rough soundtrack and voiceover, giving you a much clearer sense of the final ad's pacing and rhythm.

Assembling Your A-Team

No commercial is a one-person show; it’s built by a skilled and cohesive crew. During pre-production, the producer and director pull together a team of specialists, each a master of their craft. Before anyone sets foot on set, it's vital to have the right people in place.

For clients, knowing who does what can make the entire process feel less intimidating. Here’s a quick rundown of the key players who come on board during this phase.

Key Pre-Production Roles and Responsibilities

Having this core team locked in early means every decision moving forward is informed by deep expertise. This is also where Australia's robust production industry comes into play. The Motion Picture and Video Production sector here is projected to hit a market size of $4.2 billion by 2025. This growth means there’s a massive pool of world-class talent to draw from, which is a huge advantage. You can dig into more industry stats on the IBISWorld report.

Finding the Perfect Faces and Places

Casting and location scouting run in parallel and are absolutely critical for defining the commercial's final look and feel. The casting director will hold auditions to find actors who not only fit the brief but also bring that unique spark to the role.

At the same time, location scouts are out hunting for the perfect backdrops. That could be a sun-drenched beach in Queensland or a moody laneway in Melbourne. Finding the right spot is about more than just aesthetics; it's a logistical puzzle involving accessibility, power sources, and securing permits.

This process ensures that by the time you’re ready to roll cameras, all your talent is confirmed and every location is legally cleared and prepped.

Mastering the Budget and Schedule

With all the creative and logistical pieces identified, the producer crafts the two most important documents of this phase: the budget and the shooting schedule. The budget is a painstakingly detailed breakdown of every single cost, from crew wages and equipment hire to catering and insurance.

A well-managed budget isn't about being cheap; it's about being smart. It allocates resources effectively to maximise production value on screen, ensuring every dollar serves the creative vision.

Creating a detailed budget is a serious skill. For a deeper dive into what goes into a professional estimate, check out our guide on understanding video production quotes. It demystifies the line items and helps you see exactly where your money is going.

The shooting schedule is a logistical masterpiece, a minute-by-minute plan for the entire shoot. It dictates who needs to be where and when, coordinating talent call times, crew arrivals, location changes, and even lunch breaks. A tight schedule is the secret to an efficient shoot, preventing costly overtime and making sure you capture everything you need.

Ultimately, pre-production is the unsung hero of any successful TV commercial. It’s the phase where diligent planning paves the way for creative magic.

Executing a Flawless Shoot Day

This is it. The day where all that meticulous planning, brainstorming, and logistical juggling from pre-production finally comes to life. A shoot day is an electric, fast-paced environment where creativity and precision have to move in perfect sync. It’s a carefully choreographed dance between departments, equipment, and talent, all racing against the clock and the budget.

For a client on set, it can feel like stepping into a whirlwind. But once you understand the rhythm and your role within it, the experience transforms from overwhelming to deeply rewarding. The success of a TV commercials production really hinges on how efficiently and collaboratively this day is managed.

The Rhythm of the Set

The moment you step on set, you'll feel the focused energy. The crew, led by the 1st Assistant Director (1st AD), operates with almost military-like precision. The 1st AD is the on-set general, the one responsible for keeping everything moving according to the schedule that was agonised over for weeks.

You’ll see the Director working closely with the Director of Photography (DP) to frame up the first shot, talking through camera angles and lens choices. The lighting and grip teams will be rigging lights and shaping the scene, while the art department makes those final, crucial tweaks to props and set dressing. Every single person has a specific, critical role.

Your primary job as the client on set is to be the guardian of the brand's vision. You are there to provide decisive feedback on key elements like performance and product representation, not to micromanage the technical execution.

How to Be an Asset on Set

Being a valuable presence on set is an art form. It’s all about knowing when to step in with crucial feedback and when to step back and trust the experts you’ve hired. It’s no surprise that a recent industry survey highlighted clear client communication as one of the top factors for a smooth shoot.

Here’s how you can make a real difference:

• Designate a Single Point of Contact: Nothing kills momentum faster than conflicting feedback from multiple stakeholders. Decide who on your team has the final say and make sure all comments are channelled through them.

• Trust Your Director: You hired them for their creative vision. Let them direct the talent and the crew. If you have a note on an actor’s performance, give it to the director privately, away from the actor. This maintains their rapport and authority.

• Focus on What Matters: Your eyes should be glued to the monitor (often called "video village"). Your focus is on brand representation, product accuracy, and the overall feel of the performance, not whether a light stand is in the wrong place.

• Be Decisive: When the director asks for your approval on a take, be ready with a clear "yes" or "no." Indecision is a schedule killer, and time on set is incredibly expensive. A single day of crew costs can easily range from $10,000 to $100,000+ for a national-level commercial.

Navigating On-Set Challenges

No matter how perfect the plan, shoots rarely go exactly as scheduled. The weather turns, a piece of gear malfunctions, or a key prop breaks. This is where a professional crew truly earns their money. Their ability to problem-solve on the fly is what separates a smooth production from a disastrous one.

A seasoned producer will have already built contingency time into the schedule, but your role is to remain calm and adaptable. Trust your team to find a solution. For example, if an outdoor scene gets rained out, the director and producer might quickly pivot to shooting an indoor scene planned for later. Your support and flexibility in these moments are invaluable.

A key part of the TV commercials production process is understanding that creative problem-solving isn’t just for the script; it’s a vital on-set skill. Your team's ability to adapt ensures the final product doesn't suffer, even when faced with unexpected hurdles.

The shoot day is the heart of the production process. By understanding its flow, respecting the roles of the crew, and providing clear, constructive feedback, you become an essential partner in bringing your commercial's vision to the screen.

Crafting the Final Cut in Post-Production

Filming might be wrapped, but the creative heavy lifting for your tv commercial production is far from over. Welcome to post-production. This is where raw footage, soundscapes, and graphics are meticulously woven together to shape a story that lands with a punch.

Think of it as the final, crucial phase where your commercial truly finds its voice. It’s a delicate dance between technical skill and artistic intuition, where editors, sound designers, and colourists assemble the pieces into a cohesive narrative that nails the creative brief.

Assembling the Narrative Through Video Editing

The journey starts with the edit. An editor will sift through hours of raw footage, every take, every angle, to find those perfect, fleeting moments. They’ll build an initial version of the commercial, what we call a "rough cut," which focuses purely on the story structure, pacing, and performance.

This is the foundational blueprint of the final ad. The goal is to lock down the sequence of shots and the overall rhythm before anyone starts adding the polish. It’s here that the narrative arc takes shape, making sure the key message is delivered with maximum impact.

Post-production isn't just about polishing the footage; it's the final act of storytelling. This is where the emotional core of the commercial is built, one frame at a time.

The Emotional Power of Colour and Sound

With the edit locked, it's time to layer in the elements that elevate a good ad to an unforgettable one. These are the details that work on a subconscious level, directly influencing how your audience feels.

• Colour Grading: This is so much more than "making it look pretty." A skilled colourist digitally adjusts the colours to create a specific mood or tone. They can make a scene feel warm and nostalgic, cool and futuristic, or gritty and realistic. It’s a vital storytelling tool.

• Sound Design and Mixing: Often overlooked, sound is arguably half the experience. Sound designers add everything from subtle atmospheric noises to impactful sound effects that breathe life into the world on screen. The final mix then expertly balances dialogue, music, and effects for a completely immersive audio ride.

• Voiceover Recording: A compelling voiceover can guide the viewer and hammer home the brand message. The tone, pacing, and performance of the voice artist are absolutely critical. To dig deeper into this, check out our guide on writing powerful voiceover scripts for commercials.

Adding the Final Polish with Visuals

The last creative step is adding the graphics that boost the story and deliver key information clearly and concisely. This is where motion graphics and visual effects (VFX) come into play.

Motion graphics are perfect for animating logos, creating text overlays (like a call to action or a website), and designing stylish transitions. VFX, on the other hand, can handle anything from removing a rogue coffee cup from a shot to creating entire digital worlds. It’s all about adding that final layer of professional sheen.

It’s worth noting how the media landscape shapes this whole process. The TV & Video Advertising market in Australia is projected to hit $6.08 billion in 2025, a figure powered by the explosion in digital video. As advertisers focus on targeted content for streaming services, the demand on post-production to create multiple versions of an ad has grown significantly. You can find more insights on these Australian advertising market trends from Statista.

Here's a quick look at how the typical post-production timeline breaks down for a standard 30-second spot.

Post-Production Stage Breakdown

This table provides a general guide, but remember, more complex projects with heavy VFX or animation will naturally require more time in each stage.

The Art of Constructive Feedback

Post-production is a feedback-driven process. The team will send you different versions for review at key milestones, and how you provide feedback can make or break the timeline. Clear, consolidated, and constructive notes are essential.

Instead of vague comments like "I don't like it," try to be specific. For instance, "At the 15-second mark, can we try the take where the actor smiles sooner?" Providing time-codes is incredibly helpful. This kind of clarity ensures the team understands exactly what needs changing, which means fewer rounds of revisions and keeps your tv commercials production on schedule and on budget.

Getting Your TV Production Questions Answered

Stepping into the world of TV commercials production can feel like learning a new language, with a whole lot of questions popping up. To help you get your bearings, we've broken down some of the most common things brands and marketers ask us. It'll give you a clearer picture and the confidence to get your project moving.

How Much Does a TV Commercial Really Cost?

This is always the first question, and the honest answer is: it really depends. There’s a huge range. A simple, local spot might only run you tens of thousands of dollars. But a big, national campaign with celebrity talent, multiple shoot locations, and complex visual effects? That can easily climb into the hundreds of thousands, or even more.

The final price tag always comes back to the creative concept. Any good production company should give you a detailed, itemised quote based on your brief, so you can see exactly where every dollar is going.

What Is a Realistic Production Timeline?

From the initial creative brainstorm to the final ad being delivered, a standard TV commercial timeline is usually around 6 to 12 weeks. This isn’t set in stone, of course, but it’s a solid framework to start your planning with.

So, how does that time get used? Here's a rough breakdown:

• Strategy & Creative Development: 2–4 weeks

• Pre-Production: 3–5 weeks

• The Shoot Itself: 1–3 days

• Post-Production & Delivery: 2–4 weeks

Naturally, if your project involves a lot of animation or heavy visual effects, you’ll need to factor in a longer post-production window. The best way to keep everything running smoothly is clear communication and quick, decisive feedback.

If there’s one piece of advice we can give, it’s this: invest your time and energy in the pre-production phase. Solid planning is the single best way to avoid costly surprises and painful delays later on.

What Are the Legal Requirements in Australia?

You can't just put any ad on television. Here in Australia, every single TV commercial must be submitted to and approved by Clear Ads before it can go to air. This is a non-negotiable step.

Clear Ads is the body that checks your commercial against all the relevant rules, including the Australian Association of National Advertisers (AANA) Code of Ethics. Your production team will handle the whole submission and approval process, ensuring your ad is 100% compliant and ready for broadcast.

Can I Just Use the Same Ad for TV and Online?

Technically, yes, you can. But should you? Probably not. It's rarely the most effective approach because people behave completely differently on different platforms. An ad paced for a big TV screen often feels way too slow for a 15-second YouTube pre-roll.

A much smarter strategy is to plan for platform-specific versions right from the beginning. A recent Kantar study found that campaigns with creative specifically optimised for each platform were 25% more effective than those that simply reused assets. This might mean creating a shorter, punchier edit for online video, or a square version with burnt-in subtitles for social media feeds where most people watch with the sound off. The key is to talk about your full distribution plan early on- it’s the best way to make sure your ad hits the mark everywhere it’s seen.

At Story Machine, our job is to make the whole process of TV commercial production straightforward. From the first idea to the final broadcast, we create high-performing video that gets results. Let's tell your story together.