TVC Production: 5 Steps from Brief to Delivery
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A TVC project moves through brief, pre-production, filming, post-production and delivery.
What Are the Steps in a Professional TVC Production Process?
A TVC project moves through brief, pre-production, filming, post-production and delivery. Each stage needs a clear output and an agreed review point.
Adapt the workflow to the project scope and agree on review stages before filming.
Phase 1: Brief and Strategic Consultation
Every TVC begins with understanding the client's business goals. This phase typically takes 2-5 business days and includes:
- Discovery meeting — Understanding your brand, target audience, and objectives
- Competitive analysis — Reviewing what competitors are doing in video
- Strategic alignment — Ensuring the TVC concept serves your marketing funnel
- Budget and timeline discussion — Setting realistic expectations
Pro tip: The more detailed your initial brief, the faster and smoother the entire process becomes. Include reference videos, brand guidelines, and specific KPIs.
Creative Development
- Concept and story arc development
- Scriptwriting (dialogue, voiceover, on-screen text)
- Storyboard creation — visualizing every shot
- Mood board and visual references
Production Planning
- Location scouting and securing permits
- Talent casting and wardrobe selection
- Equipment selection and crew assignment
- Detailed shooting schedule
- Risk assessment and backup plans
Phase 3: Production — The Shoot
On the shoot, follow the shot list and check the picture and sound before moving on.
Activity What Happens Duration SetupLighting, camera placement, audio checks1-2 hours FilmingShooting scenes per the shot list and storyboard4-10 hours Director reviewOn-set playback, performance adjustmentsOngoing WrapEquipment teardown, footage backup, crew debrief30-60 min
Phase 4: Post-Production — Where the Story Comes Together
Post-production transforms raw footage into a polished commercial. This phase typically takes 2-4 weeks and involves multiple specialist roles.
The Post-Production Pipeline
- Rough cut — First assembly of all footage in story order (2-3 days)
- Client review #1 — Feedback on structure, pacing, and story
- Fine cut — Refined edit incorporating feedback (2-3 days)
- Color grading — Creating the cinematic look and visual consistency (1-2 days)
- Sound design — Music, SFX, voiceover mixing, audio mastering (1-2 days)
- Motion graphics — Titles, lower thirds, branded elements, VFX (2-5 days)
- Client review #2 — Final adjustments
- Master delivery — Final export in all required formats
Phase 5: Delivery and Distribution
The final TVC is exported in multiple formats optimized for each platform:
- Broadcast master — Full resolution for TV stations
- Web version — Optimized file size for website and YouTube
- Social cuts — 15s, 30s, 60s versions for Instagram, Facebook, TikTok
- Vertical edits — 9:16 format for Stories and Reels
- Subtitled versions — For sound-off social viewing
Typical TVC Production Timeline
Phase Duration Brief & consultation2-5 days Concept & pre-production1-2 weeks Production (filming)1-3 days Post-production2-4 weeks Total4-8 weeksShare your goal, schedule and required deliverables to discuss a production plan. Contact 9,6Hz Agency
Timings are planning examples, not delivery commitments. The schedule depends on scope, locations, versions and feedback time.