Results
🎬 Welcome to The Blade Podcast!
This is the podcast where we talk about film production, post-production, branding, and marketing.
I’m your host, Lungile, a filmmaker based in Johannesburg, South Africa.
In today’s episode, I’m excited to talk about how to pitch a low-budget commercial, based on my recent experience pitching a project for a South African fast-food brand.
If you’re a filmmaker, video producer, or creative looking to win commercial projects, this episode is for you!
Step 1: Understanding the Client's Needs
The process started when a client and friend reached out, asking if I could produce a commercial for their brand.
The First Questions to Ask:
- What is the goal of the commercial?
- Is it to increase sales?
- Is it to launch a new product?
- Is it to raise brand awareness?
- What is the brand’s core message?
- Who is the target market?
- What’s the brand’s personality? (Fun, serious, elegant, youthful, etc.)
- What’s the budget?
- Are there any creative guidelines or restrictions?
Once I had all the basic brand information, I asked the client to provide:
- Previous commercials or brand advertising materials.
- Brand guidelines, including color schemes, fonts, and tone of voice.
- Competitor analysis – I wanted to know who their biggest competitors were.
This research phase is critical because you need to understand the brand inside out before developing your creative pitch.
Step 2: Market Research & Brand Immersion
To really understand the brand, I decided to visit one of their restaurant locations.
I wanted to experience:
- The menu
- The customer service
- The overall atmosphere
- The type of customers they attract
I even spoke to the waiters to get insights on:
- What kind of people frequent the restaurant.
- What items are popular.
- What makes the brand unique.
This step might seem extra, but experiencing the brand firsthand helped me craft a commercial that felt authentic and on-brand.
Step 3: Developing the Commercial Concept
Once I had all my research, it was time to develop the idea for the commercial.
Key Factors to Keep in Mind:
- The client wanted the commercial to be upbeat, happy, and energetic.
- The concept needed to be fresh, engaging, and in line with the brand’s image.
- The commercial had to capture attention quickly—low-budget commercials don’t have the luxury of big productions, so every second matters.
Step 4: Writing the Video Script
Once I had the core idea, I wrote the video script, which included:
✅ Scene-by-scene breakdown (what happens from start to finish).
✅ Visual descriptions (how each shot should look).
✅ Dialogue and voiceovers (if any).
✅ Music style recommendations (to match the brand's vibe).
A strong script is key to winning the pitch because it helps the client visualize the final product before production even begins.
Step 5: Creating Visual & Editing References
To ensure everyone was on the same page, I gathered visual references for different aspects of the commercial:
🎥 Editing Style Reference: A sample video with the type of cuts, transitions, and pacing I wanted.
🎵 Music Reference: The type of energetic music that would fit the brand’s identity.
🎨 Design & Animation Reference: Since the commercial included animation, I made sure to match the animation style to the brand’s colors and fonts.
📷 Shooting Style Reference: Example shots that captured the look and feel I was going for.
These references made the pitch stronger because they gave the client a clear vision of the final product.
Step 6: Presenting the Pitch to the Client
After finalizing everything, I sent the client:
✅ The video script
✅ The style and animation references
✅ A rough budget proposal
The goal was to show them the potential of the commercial while staying within budget.
What’s Next? Budgeting for a Low-Budget Commercial
In the next episode, I’ll talk about how to put together a realistic budget for a low-budget commercial.
We’ll cover:
- How to allocate costs effectively.
- Where to save money without sacrificing quality.
- How to negotiate pricing with crew and post-production teams.
Final Thoughts: Lessons from This Experience
✔ Ask as many questions as possible before pitching—the more you know, the stronger your pitch.
✔ Immerse yourself in the brand—if possible, experience it firsthand.
✔ Have a clear concept and script—don’t just pitch an idea, make it feel real.
✔ Use strong visual references—help the client see what you see.
✔ Keep things simple and engaging—low-budget commercials need to be direct and impactful.
Let’s Connect!
📩 Have you ever pitched a commercial? How was your experience?
Drop a comment below if you’re watching on YouTube or leave a review if you’re listening on Spotify, Apple Podcasts, or Google Podcasts.
Wrap-Up
That’s it for this episode of The Blade Podcast! 🎙
📢 New episodes drop every Monday & Thursday at 10:00 AM (CAT).
Brought to you by Einhardt Films, a production agency helping businesses with film, branding, and marketing.
📧 Want to connect? Email me!
Until next time, keep creating, keep pitching, and keep pushing forward! 🚀🎬