A producer I know at a big agency lamented recently that his client was only giving his firm "a million three" to produce four new commercials.
Someone in ano-ther agency, hearing this story, commented dryly, "I’ll take the ‘three.’ "
Well, there are times when not even "the three" [hundred thousand dollars] is available.
How would you like to have only 75 grand for four spots? That was my budget this year to produce four :30 animation commercials.
As it turned out, both of the above projects went well—the four spots for " a million three" and the four for "75 grand."
There are differences, of course. Some concepts just require a certain complexity of execution, and wouldn’t work if done too simply. But creative production means more than a great execution. Being a creative producer may make the difference between a board that gets produced and one that doesn’t.
I have learned a few things while working in a small creative agency where clients are often "financially challenged." First and foremost: Never give up on good concepts just because you don’t have enough money.
But how do you not give up?
Number One: Screen all the sample reels, award reels, Web sites that you can; "drill down," as they say in Internet-speak, to see what work has been done and who is doing it. Include companies with directors who have made independent films, documentaries, short films, too. Remember how music video directors influenced the look of TV commercials?
Number Two: Once you see work that you like, call the people who did it. In other words, take your best shot. What’s the worst that can happen? They can say they’re not interested.
More often, while there will be directors or companies who just can’t work within the parameters, some really talented people will love the spots and want to be involved. You will never know unless you ask.
Number Three: Streamline your shooting needs. In a world where one commercial is shot over the course of two or more days, we can find ourselves trying to shoot two spots in one day.
It means you may not get all the coverage you would have liked, so your cutting options will be limited. But when faced with shooting the spot more simply or not shooting it at all, wouldn’t you rather make the essence of a good idea work efficiently than lose it entirely?
Number Four: Don’t be afraid of stock music. Some good music libraries are available now, with diverse material and researchers who will search for free, or for a small fee.
The editor on one of our projects searched his stock resources and put together some surprisingly good tracks for six spots. Our client even got e-mails from viewers who wanted the name of the guitar soloist on one particular, Hendrix-inspired, track.
Corollary to Number Four: There are quite a few talented composers who will work within your budget to create original tracks, given the opportunity.
We recently searched stock libraries for a simple piano arrangement of "America the Beautiful." The closest one still wasn’t right. But a studio we’ve worked with happened to have a wonderful piano player who was just finishing another session. In a matter of hours they were able to write and record exactly what we wanted.
Number Five: Stock Footage libraries are great resources. A few of them have consolidated in the last year or so. Sites can also be searched for online. Many places will search for free or very little, charging only for the stock.
We produced 10 commercials for one client, using library footage. Instead of huge production costs to recreate and shoot vintage office situations, we had only licensing fees, and editing, voice talent and finishing costs.
In a PSA for another client, we used news footage researched through one of the universities and licensed through the supplying networks. Both campaigns won many awards.
I’m happy to say that our industry is rich with possibilities. The fun is in matching talents with the project, so that everyone benefits.
As a woman who loves to shop, I see analogies between doing that and producing commercials.
For example, I love the quality and ambiance available at places like Barneys and Bergdorf Goodman. Shopping there is a delicious experience. But I also enjoy the triumph of finding a gem at Daffy’s or T. J. Maxx or Costco, and maybe buying two things instead of one.
Spending money is easy; spending it judiciously and creatively is the challenge.
After all, the commercials seen on TV sets across the country appear without their price tags attached.
