Choosing a commercial production company does not start with asking for a price per minute. Even a short ad can involve writing, locations, cast, filming, sound, editing and multiple platform versions. To compare proposals fairly, start with what the commercial needs to achieve. Then ask how it will be made and what you will actually receive. These seven practical questions can guide your first meeting.
1. What is the commercial’s goal, and who is it for?
Tell the team what you want viewers to do: discover the brand, visit a product page or understand a new service. Define the audience and the platform where they will watch. A clear answer shapes the concept, duration and filming approach. If you have several audiences, ask whether one story is enough or separate versions are needed.
2. What is the proposed concept, and how will it be reviewed before filming?
Ask for a written treatment or concise storyboard showing the message, scene sequence and how the product will appear. A visually attractive idea is not enough; viewers should understand the benefit without a lengthy explanation. Ask who approves the script and visual direction, and when major changes must be finalised. Explore different approaches in MID FILM’s work ↗ before choosing the direction that best fits your brand.
3. What is included in the proposal, and what is outside its scope?
Ask for a breakdown of writing, preparation, shoot days, crew, equipment, locations, talent, music, editing and revisions. Some proposals appear cheaper because important services are excluded. Request a clear list of possible additional costs, such as location fees, music rights or extra versions. This lets you compare the scope of work rather than two prices covering different things.
4. How will approvals and scheduling work?
Ask about each stage: concept approval, script, preparation, filming, rough cut and delivery. Identify the decision-maker on your side and the number of revision rounds included. The deadline depends on more than the shoot date; delayed scripts, materials or feedback can affect delivery. Request a schedule with dates and responsibilities for both parties, allowing reasonable contingency time.
5. Who runs the shoot, and what is the backup plan?
Ask who handles direction, production and day-to-day communication, and how on-set decisions are made. For an outdoor shoot, what happens if the weather changes? If the commercial needs a particular product, speaker or location, who arranges it and when? These questions reveal more about preparation than an equipment list. MID FILM’s commercial production services ↗ outline areas to discuss with the team when defining the project scope.
6. What files will I receive, and for which platforms?
Agree on delivery requirements from the start: landscape or portrait, short or long versions, subtitles or on-screen text. Ask about formats, resolution and delivery methods, and whether project files or raw footage are included if you need them. A strong commercial can lose its impact when designed for one platform and cropped carelessly for another.
7. What usage rights cover the picture and sound?
Ask about the permitted usage period, territories and platforms, along with rights covering performers, music and images. These details vary by project and should not be assumed to be unrestricted. The agreement should also explain how to request changes or extend usage later.
Finally, send the shortlisted companies the same brief, including the goal, audience, platforms, deadline and approximate budget where possible. Compare how each team understands the challenge, what its proposal includes and how it plans to deliver. To start with a clear brief for your project, get in touch with MID FILM ↗ and tell us about the idea and the outcome you are looking for.