Welcome, everyone! This is The Blade Podcast, your go-to space for discussions on film production, post-production, and marketing. I’m your host, Lungile, a Johannesburg-based filmmaker.
Today, I’m really excited because we have an important topic:
👉 How to Pitch a Low-Budget Commercial
Recently, I had an amazing opportunity to pitch a low-budget commercial for a South African fast-food brand. I wanted to break down the process and share what I did, so you can learn from it and apply it to your own projects.
Step 1: Getting the Client Brief
I was going about my usual day when a client and friend (who works for the brand) hit me up and mentioned they were looking to produce a commercial.
First thing I did:
✔️ Requested a detailed brief to understand their needs.
✔️ Asked: What is the goal of the commercial?
- Is it to increase sales?
- Is it to launch a new product?
✔️ Gathered brand information: - What are the brand attributes?
- Requested previous commercials and marketing materials for reference.
✔️ Asked about brand strategy: - Who is the target market?
- What are their target market personas?
✔️ Researched their competitors: - What are similar brands doing?
- How can we make this ad unique?
Going the Extra Mile
To really understand the brand, I went to the restaurant myself!
✔️ Ordered food, observed the customer experience.
✔️ Checked the menu, atmosphere, and décor.
✔️ Spoke to waiters about the customer base.
✔️ Analyzed the vibe and energy of the brand.
This deep immersion gave me invaluable insights that helped shape the commercial concept.
Step 2: Developing the Concept & Video Script
Once I had all the research and strategy work, I started developing an idea.
✔️ Wrote a video script for the commercial.
✔️ Ensured the script aligned with the brand’s tone (upbeat, happy, energetic).
✔️ Created a concept that would:
- Capture the brand essence.
- Be fresh, unique, and engaging.
What is a Video Script?
A video script is a detailed written breakdown of the commercial. It includes:
✔️ Scenes and visuals – What will be shown?
✔️ Voiceover/dialogue – What will be said?
✔️ On-screen text and graphics – What additional elements will be included?
✔️ Ending with brand logo and call to action.
Step 3: Finding Creative References
Since the commercial included design and animation elements, I needed strong visual references.
✔️ Video editing reference – To establish the editing style.
✔️ Music reference – To match the energy and tone.
✔️ Shoot reference – To guide the cinematography.
✔️ Animation reference – To ensure it aligns with the brand’s style and color palette.
I made sure all design and animation elements would:
✔️ Match the brand’s existing identity.
✔️ Use consistent colors, typography, and visual language.
Step 4: Sending the Pitch to the Client
After finalizing everything, I compiled all my materials:
✅ Video script
✅ Concept breakdown
✅ Creative references
Then, I sent it to the client for review!
What’s Next? Creating a Budget
In the next episode, I’ll be talking about:
📌 How to put together a budget for a low-budget commercial.
Final Thoughts & Engagement
If you found this content helpful, let me know!
