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ASSIGNMENT 21.1
N G U Y E N B A L O CN G U Y E N N G O C T R A M
HOW TO MAKE A TVC
WHAT IS TVC? TVC’s ROLEs TVC’s PRINCIPLEs
Television Commercial (TVC)is a form of advertising inwhich goods, service,organizations, ideas, etc. arepromoted via the medium oftelevision
In VN, TVC’s popular durationis 30s, 45s.
WHAT IS TVC? TVC’s ROLEs TVC’s PRINCIPLEs
INTRODUCE A PRODUCT/
SERVICE
CONVINCE PEOPLE SWITCH
PRODUCT/ SERVICE
REMIND THE EXISTENCE
OF A PRODUCT/
SERVICE
WHAT IS TVC? TVC’s ROLEs TVC’s PRINCIPLEs
Key Message
Single Minded
Unique
Purchase Intention
Branding
TVC PRODUCTION MAPPING
Mapped By Parties & Scope of work
CLIENTADVERTISING
AGENCYPRODUCTION
HOUSEMEDIA CONSUMER
ADVERTISING BRIEF
CREATIVE BRIEF
CONCEPT
PRODUCTION PITCHING
PRODUCTIONCENSORSHIP &
PUPLISING
CSM TEST
JUST ENJOY THE SHOW!
STEP 1: CLIENT BRIEF ADVERTISING AGENCY
Client to Agency
CLIENTADVERTISINGAGENCY
Brief
Re-Brief(Optional)
CLIENT BRIEF USUALLY CONSISTS OF:• Project Background
- Overall Review- Project Detailed Objectives
• Overall Landscape- Target Audience ( with consumer insight)- Holistic Plan- Role/ Objectives of Advertising
• Message to deliver- Campaign Big Idea/ Communication Big Idea- Key Message (optional, agency can be requested by client)- Reason To Believe
STEP 1: CLIENT BRIEF ADVERTISING AGENCY
Client Brief Template
• Scope of work• Timing & Budget• Expected Outcomes• Pitching Selection Criteria (if any pitching)• Available Material for reference
STEP 2: CONCEPT DEVELOPMENT
IdeationAccount & Creative Director
Art DirectorCopywriter
Artists/ Designers
The Client
Creative Team
Creative Brief
Concept idea presentation(Script, Storyboards,
storylines, KV,…)
Account & Creative Director
Approve thestoryboard
Test Consumer with Stillomatic
STEP 2: CONCEPT DEVELOPMENT
Examples
Storyboard
STEP 3: PRODUCTION
Agency toProduction House
Stages of Production
Choose a PH from pitching
STEP 3: PRODUCTION
Stage 1: Pre-Production
1st Pre Production1st Pre Production
Meeting (PPM)2nd PPM
Final PPM
The Ad Agency +PH + Animator (ifneeded) + Clientdiscuss and decidewhat have to bedone
Ad Agency, PH, Client discuss: • Shooting board & music tone• Casting Talent• Production Schedule &
Quotation• Property & Wardrobe• Location
Revised option as Ad Agency or Client’s feedback Confirm
Talent confirm & contract
3 Parties have all the things available: properties, product materials,…
Signed contract with 50% paid
STEP 3: PRODUCTION
Shooting Board Sample
Shooting Board isdifferent fromStoryboard, it ismade by Director,with his art &technique-approach-recommendation,which is the mostclose to the finalTVC
STEP 3: PRODUCTION
Stage 2:Production - Shooting
Structure of Production team
STEP 3: PRODUCTION
Production Examples
Shooting at location
STEP 3: PRODUCTION
Stage 3:Post-Production
Editing: OFFLINE
Computer graphic
Focus group checking Final mix: Voice record, music
ONLINE approval: final presentation
Client approved
Client approved
Client approved
MASTER
STEP 4: CENSORSHIP & PUBLISHING
Client get through Government & Media to Consumer
GOVERNMENT MEDIA
TV Outdoor screenSubmit final
storyboard to get ad-license after 10 days
DUBBING
Dub the DVD or
Betacamtape
STEP 4: CENSORSHIP & PUBLISHING
ExamplesFinal Storyboard that get censored
ON AIR!
Main Reference: http://www.slideshare.net/fuboto/tvc-production-process
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