Making a great product commercial is all about making ordinary objects look exciting. Here are the key things to remember when planning and filming:
Keep the product as the hero of your shots.
Use close-ups (CU, ECU) to show important details (logo, texture, features).
Eliminate background clutter so the viewer’s eyes go straight to the product.
Try low angles to make the product feel powerful.
Use overhead shots (bird’s-eye) to show the product in context.
Add movement: pans, tilts, push-ins, or tracking shots. Keep them smooth and steady.
Mix static shots with dynamic ones for variety.
Good lighting makes products look professional.
Use side lighting to highlight texture and shape.
Try backlighting for a dramatic outline or glow.
Avoid harsh shadows unless you’re going for a specific look.
If you don’t have studio lights, use windows, lamps, or even reflectors (white paper/foam board).
Commercials need fast pacing.
Plan for 1–3 seconds per shot (10–15 total shots for a 30s ad).
Vary the shots: wide → mid → close-up → detail.
Each new shot should add something fresh for the viewer.
Music sets the mood and energy.
Upbeat tracks for fun products.
Dramatic music for high-end/luxury products.
Sound effects make actions feel real (a click, a pour, a crinkle).
A voice-over can deliver your slogan or key message. Keep it short and clear.
Follow the rule of thirds (don’t always center the product).
Use leading lines (desk edges, arms, shelves) to draw eyes to the product.
Leave headroom and leading room so shots feel natural.
Even a product commercial should have a beginning, middle, and end:
Introduce the product (wide shot, reveal).
Show off its features (close-ups, details, textures).
End strong with a tagline, slogan, or brand logo.
Is the product the clear focus in every shot?
Do you have a mix of wide, mid, and close-ups?
Are you using at least 3 types of camera movement?
Is the lighting flattering to the product?
Do you have music, sound effects, or VO planned?
Can you tell the story in 30 seconds or less?
Remember: The difference between an average video and a professional-looking commercial is in the details — smooth shots, sharp framing, clean audio, and strong pacing.
This project challenges you to create a polished 30-second commercial for a product. You will apply everything you’ve learned so far—storyboarding, shot variety, camera movement, editing, audio, and titles—to make a short, professional, and engaging video.
Product Focus → Choose a school-appropriate product (snack, clothing item, gadget, school supply, etc.). This minimizes acting and emphasizes visual storytelling.
Storyboard First → Use your phone to “walk through” your commercial before filming. Take photos with strong framing (angles, depth, composition) and use these images to build your storyboard.
Creative Shots Matter → Strong framing, varied shot types, and smooth camera work are essential.
Commercial Pacing → Keep shots short—1–3 seconds each—to maintain an energetic, fast-paced style.
Audio & Music → Add background music, sound effects, and (optional) voice-over to enhance your message. Audio must complement the visuals and pacing.
Select your product and decide on the message you want to communicate.
Break the 30-second video into 10–15 quick shots (1–3 seconds each).
Use your cell phone camera to stage each shot:
Take a photo of each frame with proper composition.
Build your storyboard with these photos + notes (shot type, angle, movement, timing, and audio ideas).
Record each storyboarded shot at least 3 times, experimenting with angles, movements, or variations.
Capture 10–15 unique shots = minimum of 30 clips to choose from.
Prioritize framing, lighting, and creative composition.
Assemble your best shots into a 30-second sequence.
Shots should run 1–3 seconds each for pacing.
Apply skills from earlier units:
Shot variety, sequencing, and B-roll
J-cuts and L-cuts for smooth audio transitions
Colour correction for consistency
Titles/graphics for polish
Add audio:
Music and sound effects
Voice-over (optional) for narration or slogans
Create a 3-minute “Director’s Cut” video that explains and reflects on your process. This is your chance to walk us through your commercial as a filmmaker.
Your Director’s Cut should:
Include narration over your video (voice-over or recorded commentary).
Discuss what changed from your storyboard to the final cut.
Point out what went well and what was challenging (e.g., “this shot took 20 takes”).
Show before and after comparisons (raw vs. edited, colour grading changes, alternate shots).
Explain if and why you made modifications in editing (different pacing, new audio, added effects).
Be roughly 3 minutes in length.
Upload to Google Classroom:
Final 30-second commercial video (Lastname_Commercial.mp4)
Storyboard (PDF, JPG, or Google Doc) with pre-shoot photos + final screenshots
Director’s Cut video (~3 minutes, .mp4)
By the end of this project, you’ll have not just a finished commercial, but also a director’s commentary that shows your thought process, challenges, and growth as a filmmaker.
The product can be anything (bike, car, can of pop, a spoof product….)
In this video, you will see some basic camera movements and the workflow for making a product video.
Here is an example of how we will eventually want to use lighting to enhance our video. You can use these examples to improve your video.
Resources:
Daniel Schiffer channel has a lot of great tips: https://www.youtube.com/c/Znqt/videos
Cinecom show some great tips and shooting tricks https://www.youtube.com/c/CinecomNetMedia/videos
Film Riot is another great go to for creating those interesting shots - https://www.youtube.com/user/filmriot/videos
Some other examples of product commercials
Each person is responsible for their own product. You may help each other in the filming stage, but you must have ownership of the final product. In the studio, there is a slide for a camera. You may use this studio space to record but please ensure that all groups have access. If a schedule needs to be made, then make one. Please use your own devices to record this project. Make decisions about location, lighting, and don’t forget about sound. Then in post-production, push yourselves to play with the colour or other enhancements that premiere has to take a shoot to the next level. There is a green screen in the studio if you need it. You may also use Aftereffects as a tool.
Each person will submit a final video along with a screen recording talking about the commercial (a director's cut with narration, you can use WeVideo on any device). You can include shots of the timeline or work area in the program to showcase what you did. If you made major changes to a scene, then before and afters are great. You may also play and pause the commercial to talk about specific parts.
Look fors
Creativity
Camera shots (composition, framing, duration, pace)
Lighting
Sound
Planning and reflection.
Inspiration: Watch 2–3 short commercials (different styles: humour, cinematic, product focus). Discuss what makes them effective.
Project Overview: Review assignment expectations (storyboard first, creative shots, 1–3 sec pacing, audio, Director’s Cut).
Brainstorm Products: Students select a school-appropriate product.
Creative Concept: Write down message/slogan + target audience.
Homework/Finish in class: Research 1–2 real commercials for inspiration, note shot styles/techniques they might borrow.
Walkthrough Storyboard:
Use cell phones to capture framed photos of each shot they want in their commercial.
Build a 10–15 shot storyboard with photos + notes (shot type, duration, movement, audio ideas).
Teacher Feedback: Mini-conferences to approve storyboards.
Polish Storyboard: Add details on audio, camera movements, titles.
Deliverable: Storyboard draft due by end of class.
Warm-up: 10-minute drill on smooth pans, tilts, and tracking shots.
Test Shoots: Students practice 2–3 key storyboarded shots in class (lighting, angles, movements).
Peer Feedback: Review test clips together — what looks strong, what needs adjustment.
Storyboard Refinement: Update storyboard with notes from practice.
Students begin filming their commercials (work in pairs).
Capture at least 5–7 storyboarded shots, each filmed three different ways.
Teacher circulates to check framing, lighting, camera movement.
Store/copy footage onto both partners’ computers.
Finish filming remaining storyboarded shots.
Capture B-roll extras for flexibility in editing.
Quick footage review in class to make sure everything is covered.
Deliverable: All filming complete by end of class.
Import & Organize: Students log footage, create folders, label clips.
First Cut: Build rough timeline (30s), using best takes.
Refinements: Add J- and L-cuts, adjust pacing (1–3 sec shots), ensure smooth sequencing.
Audio: Add temp music/VO/SFX.
Deliverable: Rough cut export by end of class.
Polish Edit:
Colour correction & grading.
Audio mix: levels, fade-ins/outs, EQ, background noise cleanup.
Add final titles/graphics.
Export Final Commercial (30s).
Director’s Cut (3 min): Students record commentary version of their commercial:
What changed from storyboard → final cut.
Challenges (e.g., “this shot took 20 takes”).
Before/after comparisons (raw vs. graded, alternate takes).
Deliverables:
Final Commercial (30s).
Storyboard (pre-production + screenshots of final).
Director’s Cut video (3 min).