How we make commercials
We start with the campaign goal: what the viewer should understand and feel, and on which media the film will run. This determines the running time, the dramaturgy, the framing and the number of versions.
Then the director prepares a treatment: the visual approach of the future film — references, light, colour, casting, locations, edit rhythm. In parallel the producer builds the budget and the production plan. The client and the agency see what the film will look like and what it will cost before preparation begins.
All key decisions are locked at the pre-production meeting (PPM): actors, locations, costumes, props, storyboard, shift schedule. No questions that could have been settled in advance are left for the set. Shoot time goes into the image and the performances.
What a commercial solves
- Launching a product or a new model, including on tight deadlines.
- Seasonal and holiday campaigns.
- An image campaign or a brand repositioning.
- Adapting a global campaign for the Kazakhstan market.
- A full set of materials for one campaign: a broadcast version, shorter cuts and vertical versions for Reels and TikTok.
What production includes
Development
Brief analysis, creative concept or adaptation of the agency's script, director's treatment, budget and schedule.
Pre-production
Casting, location scouting and approval, production design, costume and make-up, storyboard and shot list, shift schedule, PPM with the client and agency.
Shooting
A crew for the task: director, DoP, production designer, lighting, stylists. The producer is responsible for the set and timing.
Post-production
Editing, colour grading, sound, graphics and packshot, masters for broadcast and digital. More on the post-production page.
Who it's for
- Marketers and brand managers who have a campaign and need a film for TV and digital.
- Advertising agencies with approved creative that need a production partner to deliver it.
- Companies going on air for the first time that want one responsible producer through production.
Why Firmachi
- We have been making advertising for brands since 2018. Projects include films for Coca-Cola, Exeed, Haval and Givenchy. See the work in our portfolio.
- One team from treatment to master. The director's vision is not lost between contractors.
- Decisions are made in pre-production, so budget and timing are predictable.
- We work with agencies long term: for one partner we shot projects for Givenchy, Armani and L'Oréal Paris.
FAQ
How much does a commercial cost to produce?
How long does production take?
Do you work from an agency's script?
What will we receive?
Let's discuss your project
Tell us about the task and timing. We'll reply within one working day and suggest the next step.