TV Commercials: How to Make Them : How To Make Them or How Big Is The Boat?

Preface xi Introduction 1(8) Client 9(22) How to Proceed 11(6) Choices 12(4) Producing the Spot 16(1) Low Budget: Up to $25,000 17(2) Midbudget: $25,000 to $250,000 19(4) Shooting Begins 23(1) Production 24(1) Postproduction 24(1) High Budget: Over $250,000 25(6) Agency 31(28) Getting Considered 33(2) Defining the Client's Needs 35(1) Finding a Strategy 36(3) Research 39(2) Creating the Commercial 41(4) Once the Account Is ``In House'' 45(2) Scheduling 47(1) Choosing a Production Company 47(2) Casting 49(1) Props 50(1) Audio 50(1) At the Shoot 51(2) Names and Codes 53(1) Edit Session 54(2) Offline/Online 56(1) Final Details 57(2) Preproduction 59(16) Low-Budget Production 60(5) Medium- and High-Budget Commercials 65(2) Bid Template 67(5) Once the Bid Is Accepted 72(2) The Go-Ahead 74(1) Production 75(40) Low Budget 76(2) Medium- and High-Budget Shoots 78(1) Shot Procedure 78(4) Multiple-Camera Shoots 82(1) Keeping a Log 82(1) Extra Shots and Wrapping Up 83(1) Director's Business 84(1) Shoot Basics 85(3) DP 88(6) Film/Tape 88(1) Magazines 89(1) Body 89(1) Head 89(1) Tripod/Dolly/Crane 90(1) Lenses 90(2) Instruments 92(1) Light Box 93(1) Grips 94(3) C-stands 94(2) Grip Gear 96(1) At the Sweep Table Shoot 97(4) Props 97(3) Food 100(1) Medium Budget: Location Shoot 101(5) Storyboard 101(1) Schedule 102(1) Setting 103(1) DP 104(1) Audio 104(1) Gaffer/Key Grip 105(1) Set/Props 105(1) High Budget: Musical 106(9) Storyboard 107(1) Schedule 107(4) Setting 111(1) Audio 112(1) Set and Props 112(1) Makeup 112(1) Costumes 113(2) Postproduction: Editing 115(14) Timeline 116(4) Current Practices 120(1) Editing Work Styles 121(1) Low-Budget Commercials 121(1) Middle and High End Commercials 122(3) Editing Process 125(4) Post-Plus---Audio/Graphics/Animation 129(16) Audio 129(1) Preproduction 130(1) Voice-over 130(1) Music 131(1) Music Stock Libraries 132(1) Sound Effects 133(1) Dialogue 134(1) Post Sound 135(1) The Mix 135(1) Graphics 136(5) Animation 141(4) Research 145(8) Specialists 153(22) Main Production Staff 154(6) Director 154(1) Producer 154(1) Assistant and Associate Producers 155(1) Assistant Director 155(1) Second Assistant Director 156(1) Associate Director 156(1) Floor or Stage Manager 156(1) Unit Manager 156(1) Location Scout/Location Manager 157(1) Production Manager 158(1) Studio Supervisor 158(1) Script Supervisor 158(1) Camera Personnel 158(1) DP 159(1) Camera Operator 159(1) First Assistant Camera Operator 159(1) Second Assistant Camera 160(1) Engineering 160(1) Audio 160(1) The Recordist 160(1) Mic Handler or Boom Operator 160(1) Audio Playback Operator 161(1) Talent 161(2) Agents 162(1) Casting Director 162(1) Animal Handlers 162(1) Designer/Art Director 163(1) Set Designers 163(1) Art Director 163(1) Prop Rental 164(1) Makeup 164(1) Hair Designers 165(1) Costumes 165(1) Costume Designer 165(1) Wardrobe 165(1) Special Effects Designers 165(1) Production Crew 166(1) Specialized Production Crew Members 166(9) Animation 166(1) Explosive Experts 167(1) Generator Operator 167(1) Graphics 167(1) Greenspeople 167(1) Home Economist 168(1) Insurance 168(1) Lab 168(1) Management Services 169(1) Martial Arts 169(1) Miniatures 169(1) Music and Sound Effects 169(1) Rental Facility 170(1) Still Photographer 170(1) Teleprompter Operator 170(1) Transportation 171(1) Security 172(1) Stunt Work 172(1) Teachers 172(3) Useful Forms and Reference Material 175(50) Guilds, Unions, Associations, and Internet Sites 175(2) Below the Line 177(14) Sources 191(1) Sample Bid Documents 192(1) Sample Research Questions 192(1) Job Hunting 192(33) Bibliography 225(2) Index 227