How an ad film is made: the production workflow

A step-by-step view of how an ad film goes from a brief to a finished film, written for brands and agencies planning their first or next production.

1. The brief and the idea

Everything starts with a clear brief: what the film must do, who it is for and where it will run. Strong briefs are short. The idea that answers it should fit in a sentence.

2. Treatment and pre-production

The idea becomes a script or treatment, and a look is defined. Then the practical planning begins: schedule, casting, locations, crew and the permissions each location needs. Check what is required for your specific shoot well before the shoot date.

3. The shoot

Shoot days are the most expensive part of the process, so the earlier decisions matter most. A good shoot is directed with the edit in mind, capturing what the cut needs rather than everything possible.

4. Edit

The edit shapes the story, the rhythm and the length. This is where a film finds its pace, and where most of the real decisions are made.

5. Colour, sound and finishing

Colour grading sets mood and consistency. Sound design and mix make the film feel finished. Finishing prepares the final files.

6. Delivery

Final delivery means producing the versions each platform needs, such as different lengths and aspect ratios. Plan these at the start so the shoot captures what they require.

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