Creating a compelling commercial has lots of moving parts but none is more important than this one often forgotten point.
Often people working on a commercial get lost in creating beautiful cinematography. Capturing great sounds. Doing an exciting edit and many other technical aspect. While all of that is very important, I think the most important is to come up with a solid and clear vision for your commercial and then always stick to it all the way in the editing process.
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The mood of your commercial can change drastically if you suddenly change up the pace of the edit. Same if you decide to add exciting music or sound effects. Even just the way you move the camera can convey many different emotions.
This video is sponsored by Storyblocks