TV Commercial Production Process
- Feb 15
- 4 min read
Updated: Jun 30
From first concept to final delivery — here's exactly how we work.
At Intrigue Studios we operate as both a creative agency and a production company. That means the entire process — from developing the concept to delivering the finished commercial — happens under one roof, through one agreement, with one team.
Here's how it works, step by step.
Phase 1: Development
Working Production Budget
Before any creative work begins, we establish the working production budget — the ceiling for what the production can cost. This isn't a commitment to spend that amount. It's the upper limit that everything gets built around, so that the concepts we develop and the script we write are always grounded in what's actually producible within your investment.
Pitching
We develop multiple concept directions and present them with mood boards, key frame visuals, and a full verbal walkthrough. Each concept is designed to fit within the established budget ceiling so that what you're seeing is achievable — not aspirational.
The goal is simple: find the concept that's right for your brand and your goals before any production commitment is made.
Note: The pitch is where multiple concepts get explored. Taking one selected concept through to a full locked shooting script — is what happens later after you've selected a direction. If you want to see scripts for more than one concept before committing to a direction, we can do that — but it's handled as a separate paid development service outside the main production scope. Each additional concept developed to script level is billed separately and credited toward the production of whichever concept you ultimately select.
Concept Selection and Agreement
Once you select a preferred concept direction, we send a production agreement that confirms the creative direction and establishes the production ceiling — the maximum the production will cost. This isn't a full production budget. The detailed budget comes later, once the script is locked and we can scope it accurately. What this agreement establishes is a clear upper limit so that the script we develop and the production we plan are always built within a range you've approved.
When the full budget is submitted later alongside the locked script, it will include two execution options — both at or below the ceiling — so you'll have flexibility in how you want to proceed. The ceiling protects you from surprises. The budget submission gives you control.
Script Development
With the agreement signed and the direction confirmed, we write the full shooting script for the selected concept. The script is developed with the ceiling in mind as a guardrail — meaning we're thinking about scope and execution as we write, not after.
A few revision rounds are included. Once you approve the script in writing it is locked. Nothing changes after that without a formal change order.
Production Budget Approval (Production Authorization)
With the creative plan locked — script and storyboard approved — we prepare a Production Authorization and submit it for your approval.
The Production Authorization is a top-line scope and investment document, not a line-by-line cost breakdown. It presents the recommended execution at or below the established ceiling, showing the deliverables, shoot days, general crew structure, and post-production scope.
Where the production ceiling supports meaningful differentiation between execution levels, we may also present an alternate leaner execution with the specific tradeoffs — fewer shoot days, reduced crew, adjusted scope — clearly identified so you understand exactly what changes between the two options. We only present an alternate option where the difference represents a meaningful and worthwhile distinction. Where no such distinction exists, the Production Authorization presents the recommended execution only.
Because the ceiling was confirmed earlier, the submitted Production Authorization should be consistent with what was already anticipated. Your written approval of the recommended execution — whether by email confirmation or signature — is what triggers full production.
Phase 2: Production
Pre-Production
Pre-production begins immediately upon budget approval. This phase typically runs four to eight weeks depending on the complexity of the shoot and covers location scouting, casting, crew hiring, scheduling, wardrobe, props, storyboarding, and all logistical planning required before the shoot.
Production
The shoot takes place over one or more days per the approved plan. Everything from pre-production comes together here — the location, the cast, the crew, and the director's vision for executing the approved script.
Post-Production & Final Delivery
Post-production covers editing, color grading, sound design, music licensing or original composition, motion graphics or vfx, and broadcast master creation. You review, provide feedback, and give final approval in our custom revisions system.
Upon your final approval the finished spot is delivered in all required formats as specified in the production agreement. The remaining balance is invoiced at delivery.
For a more in-depth look specifically at the Intrigue Studios post-production process see Our Post-Production Process: The Complete Guide
Understanding The 2-Company Model
If you'd like to understand how our process compares to the alternate model — where a creative agency and a production company work as two separate entities — we put together a complete guide that walks through both approaches side by side.
It covers why the integrated model is a better fit for most mid-size brands, and what to look for when evaluating any production partner.