Cover -- Contents -- 1 Introduction -- 2 Client -- How to Proceed -- Choices -- Producing the Spot -- Low Budget: Up to $25,000 -- Midbudget: $25,000 to $250,000 -- Shooting Begins -- Production -- Postproduction -- High Budget: Over $250,000 -- 3 Agency -- Getting Considered -- Defining the Client's Needs -- Finding a Strategy -- Research -- Creating the Commercial -- Once the Account Is "In House" -- Scheduling -- Choosing a Production Company -- Casting -- Props -- Audio -- At the Shoot -- Names and Codes -- Edit Session -- Offline/Online -- Final Details -- 4 Preproduction -- Low-Budget Production -- Medium- and High-Budget Commercials -- Bid Template -- Once the Bid Is Accepted -- The Go-Ahead -- 5 Production -- Low Budget -- Medium- and High-Budget Shoots -- Shot Procedure -- Multiple-Camera Shoots -- Keeping a Log -- Extra Shots and Wrapping Up -- Director's Business -- Shoot Basics -- DP -- Film/ Tape -- Magazines -- Body -- Head -- Tripod/Dolly/Crane -- Lenses -- Instruments -- Light Box -- Grips -- C-stands -- Grip Gear -- At the Sweep Table Shoot -- Props -- Food -- Medium Budget: Location Shoot -- Storyboard -- Schedule -- Setting -- DP -- Audio -- Gaffer/Key Grip -- Set/Props -- High Budget: Musical -- Storyboard -- Cast -- Schedule -- Setting -- Audio -- Set and Props -- Makeup -- Costumes -- 6 Postproduction: Editing -- Timeline -- Current Practices -- Editing Work Styles -- Low-Budget Commercials -- Middle and High End Commercials -- Editing Process -- 7 Post-Plus-Audio/ Graphics/Animation -- Audio -- Preproduction -- Voice-over -- Music -- Music Stock Libraries -- Sound Effects -- Dialogue -- Post Sound -- The Mix -- Graphics -- Animation -- 8 Research -- 9 Specialists -- Main Production Staff -- Director -- Producer -- Assistant and Associate Producers -- Assistant Director -- Second Assistant Director -- Associate Director -- Floor or Stage Manager -- Unit Manager -- Location Scout/Location Manager -- Production Manager -- Studio Supervisor -- Script Supervisor -- Camera Personnel -- DP -- Camera Operator -- First Assistant Camera Operator -- Second Assistant Camera -- Engineering -- Audio -- The Recordist -- Mic Handler or Boom Operator -- Audio Playback Operator -- Talent -- Agents -- Casting Director -- Animal Handlers -- Designer/Art Director -- Set Designers -- Art Director -- Prop Rental -- Makeup -- Hair Designers -- Costumes -- Costume Designer -- Wardrobe -- Special Effects Designers -- Production Crew -- Specialized Production Crew Members -- Animation -- Explosive Experts -- Generator Operator -- Graphics -- Greenspeople -- Home Econo.