A commercial video production project needs more planning than a standard corporate video. You have to think about the idea, casting, locations, usage rights, broadcast delivery, and the different versions you may need for digital channels.
Here, we will break down what happens before, during, and after a TV commercial shoot in Singapore, what can push the budget up, and what brands should settle before production begins.
Let’s get into the details.
What TV Commercial Production Actually Involves
TV commercial production in Singapore involves five key areas: concept development, casting, filming, post-production, and licensing. A commercial also has to meet the rules and technical requirements of the channel where it will run.
1. Concept and Script
The production starts with the idea. The team turns the campaign message into a concept, script, and storyboard that can work within the chosen duration.
A 30-second commercial cannot carry the same amount of information as a two-minute brand film. The script needs to make the main message clear quickly.
2. Talent Casting
If actors, presenters, or models appear, casting needs to happen before the shoot. The brief should also state where the commercial will run and for how long.
3. Filming
The production team handles the shoot, including cameras, lighting, sound, direction, locations, props, and crew. A larger commercial may need several setups or shooting days.
4. Post-production
Editing is followed by colour grading, sound mixing, music, voiceover, graphics, and visual effects where needed. Broadcast delivery also needs technical checks.
5. Licensing and Delivery
Music, stock footage, talent, and other third-party material can come with usage restrictions. Make sure you agree on these rights before filming.
For broadcast advertising, Singapore’s IMDA Television and Radio Advertising and Sponsorship Code sets rules around areas such as –
- misleading claims,
- social sensitivities,
- and advertising content.
Some industries can also have additional requirements.
What Changes Between a 15-, 30-, and 60-Second Commercial?
The shorter the commercial, the more tightly the script needs to focus on one message.
A 15-second ad usually needs one clear idea, while 30 seconds gives the team more room to show a problem, product benefit, or simple story. A 60-second version can support more storytelling, but the right length depends on where the ad will run.
| Length | Best suited to | How to approach it |
| 15 seconds | Short digital ads, social placements | One message, quick hook, clear brand cue |
| 30 seconds | TVCs and digital campaigns | More room for a product benefit or short story |
| 60 seconds | Digital campaigns and longer brand stories | More scenes, context, and narrative |
Do not assume that one master file will work everywhere. Current digital advertising specifications, for example, include different requirements for different placements, including 16:9 and portrait formats.
For TV advertising, some products also have extra advertising rules or approval requirements. Check these requirements before filming, so you do not finish the commercial and then discover that changes are needed.
What Should Brands Know About Talent and Usage Rights?
In Singapore commercial productions, agree on talent usage rights for each channel, territory, and campaign period before the shoot. The filming fee and the right to use someone’s performance are not always the same thing.
For example, a talent agreement might cover a commercial for Singapore TV for one campaign period. If the brand later wants to use the same footage for longer, in another country, or on a different advertising channel, the original agreement may not cover that use.
Before casting, clarify:
- Where will the commercial run?
- Which countries are included?
- How long can the brand use the footage?
- Does the agreement cover TV, digital, and social media?
- Can the brand create shorter edits from the same footage?
- What happens when the usage period ends?
The same principle applies to music and stock footage. Before using them in a TV commercial, check where you are allowed to use them, in which countries, and for how long. A licence that covers one campaign or platform may not cover every future use.
So, make sure these usage rights are clearly written into the production contract before filming starts. This can prevent problems if you later want to reuse the commercial or its footage.
How Long Does a TV Commercial Take and What Affects the Cost?
A TV commercial can take several weeks from the first creative discussion to final delivery because most of the work happens before and after the shoot.
A practical planning window for a 30-second TVC is around 6–10 weeks, although a simple digital commercial can move faster and a larger campaign can take longer.
Where does the time go?
| Stage | What happens |
| Creative | Concept, script and storyboard |
| Pre-production | Casting, locations, props, crew and scheduling |
| Production | One or more filming days |
| Post-production | Editing, colour, sound, graphics and VFX |
| Approval & delivery | Client review, changes and final technical checks |
The cost can vary just as much because the production scope can change significantly from one commercial to another. For that reason, a budget should be based on the overall production plan rather than the video length alone.
What pushes the budget up?
- More filming days
- Larger camera and lighting crews
- Professional actors or models
- Multiple locations
- Studio or set construction
- Props, wardrobe and special effects
- Complex animation or VFX
- Music and stock footage licences
- More versions for social and digital channels
- Tight delivery deadlines
A simple one-day digital commercial with no professional talent can be far less expensive than a multi-day TVC with a cast, art department and extensive post-production.
What Changes When a Commercial Runs on TV and Digital?
A commercial made for both TV and digital may need different versions for each platform. TV has stricter technical requirements, while digital platforms have their own rules for video size, length, and format. Decide these requirements before filming so the team can shoot and edit the right footage.
Mediacorp’s advertising specifications use -24 LUFS for several video ad placements. TV commercials also need to meet the broadcaster’s required delivery specifications.
For social media, you may need a 9:16 vertical version for platforms such as TikTok and Instagram. YouTube and many website placements commonly use 16:9.
This is something to consider during filming. If a shot is framed only for a wide TV screen, important parts of the image may be cut off when the editor turns it into a vertical social video.
What Should You Prepare Before the First Shoot?
The best commercial shoots start with a clear brief that sets out the creative idea, audience, platforms, budget, and approval process. Give the production team enough information to build the right crew, schedule, and quotation.
Before the first meeting, prepare:
- Campaign goal: What should viewers do after seeing the commercial?
- Target audience: Who are you trying to reach?
- Main message: What is the one thing viewers should remember?
- Platforms: TV, YouTube, Instagram, TikTok, digital screens, or all of them?
- Duration: 15, 30, 60 seconds, or several versions?
- Talent: Employees, presenters, actors, or models?
- Locations: Office, retail outlet, studio, outdoor location, or several sites?
- Deadline: When does the final approved file need to be ready?
- Approvers: Who has the final say on script, edit, and delivery?
- Deliverables: Main commercial, cutdowns, vertical versions, subtitles or other formats?
It is also worth checking location permissions early. If your concept involves public spaces, protected areas, or other controlled locations, the production team should confirm the relevant permission before the shoot is booked.
Wrapping Up
Good video commercial production starts with decisions made before anyone steps onto the set. Settle the creative idea, talent rights, platforms, locations, technical requirements, and approval process early.
That gives the production team a clear scope and reduces the risk of expensive changes later.
FAQs
The cost depends on the scale and requirements of the commercial. Talent, locations, crew size, sets, filming days, VFX, music licensing, and post-production can all affect the final quote.
A 30-second commercial can take around 6–10 weeks from the first brief to final delivery. Pre-production, including the script, storyboard, casting, and locations, can take several weeks before filming begins.
Usually, yes. TV and digital placements can have different technical requirements, while social platforms often need vertical versions. You should plan the required formats before filming so the crew can frame shots accordingly. |
