What makes a short commercial video successful?

Here's where I know, did, questioned and learned about creating a short commercial video ✌️
________________________________________________________________
COMMERCIAL ADS referenced in the video
An ad for a health care company:
• You Must Watch This Ke...
An ad for Metro Trains Melbourne:
• Dumb Ways to Die
I'm teaching 3D Motion Design on Patreon:
/ figandlight
My Lighting Online Course:
www.figandlight.com/lighting-...
INSTAGRAM:
/ figandlight
0:00 - Intro
0:38 - "There can't be competition because..."
1:38 - The goal of any product video or commercial
2:11 - What exactly determines a great product video?
3:47 - 4 Common traits of a memorable commercial
5:41 - How to tell a relatable story within 30 seconds
8:45 - Pacing
13:01 - The final edit
13:35 - Comparing with the first version
14:07 - If there's anything to take away from this video....
Tools I generally use:
Saw horses: (Amazon) geni.us/n3Bz
White plexiglass: (Amazon) geni.us/U6TPMnW
DIY Food Photography Surfaces: @Hijabs and Aprons
White tri-fold fill card: (Amazon) geni.us/pXMxxd
C-stand: (Amazon) geni.us/egIGW9
Camera Mount Adapter for C-Stand: (Amazon) geni.us/rojAA
Large V-flat: (Amazon) geni.us/JbRQ
Diffusion roll: (Amazon) geni.us/thaq
Godox Sl-60W: (Amazon) geni.us/BRbinR
Tripod: (Amazon) geni.us/wkzmA
Phone clamp: (Amazon) geni.us/WfXl
Godox stripbox: (Amazon) geni.us/HiqSLdI
Music I use for KZbin videos: bit.ly/2TEza2Y
Microphone I use for my videos: (Amazon) geni.us/d4Gc
Main Continuous Light: (Amazon) geni.us/Bcsf

[@dubdubdubu]

Not only my eyes were focused on the video but even my brain was listening to how effective your videos are. Would ya look at that, almost 15mins of content and not one distraction, just duuuuumb ways to diieeeee

[@fiev]

Right

[@curtiswindover4564]

This video is so important for anyone shooting short product ads. If a photographer can tell a story in one frame, then you have no reason to show 9 angles of a whiskey bottle over 15 seconds. lol. LOVE this.

[@figandlight]

DISCLAIMER I understand this video won't apply to everyone and that there are brands and business owners who love the "flashy" type of commercials. But rest assured that I did NOT intend for this video to apply across the board in the market of short-form commercials. My hope in the least is that my videos are thought-provoking and opens the door to more discussion. Anyway, as always, thanks for watching!

[@ashleyyyy25]

It’s still an important conversation bc video is never going away and we must continue to understand theory and story as content creators and those of us who didn’t go to school for photography and film we are needing these types of conversations to broaden our scope so I appreciate this video!

[@ZackAcciari]

I really love the video. Great explanations and demonstrations. However. All the ads really take away from the fluidity of the video. I watched 6 minutes and was already shown three double ads and there were more to come.

[@mengqihe1874]

I feel if you add an extra scene of you drinking the coffee after you made it and then put the milk back in order would tell the story more clearly? Without you explaining, I find the video is not clear enough because when I saw you take out the milk, I thought it's for making the coffee but then it's only for cereal. It's related but not super related, so in my mind, it creates a confusion of what the purpose of milk first then I saw coffee, and my mind has a second confusion of their relationship, and then I saw the idea of coffee make life in order, but if you use another unrelated event to tell the purpose of having coffee vs without having coffee, would that be more clear and direct forward? Would you do anything different if you have to re-make this short clip again?

[@figandlight]

Thanks for letting me know. I didn’t realize I could control how many mid roll ads I could put until today! I changed it to just one, thanks for bringing it up 👍

[@figandlight]

Hm interesting point. The challenge for me was keeping the video under 30 seconds while maintaining the story, but I understand what you mean by not showing more of the coffee and being confusing with the milk. I guess I would’ve re-ordered the story a bit to make it more clear.

[@acetacticmarketing]

Some business owner loves that flashy video. That 15 sec commercial is for the old customer. It makes them memorize the user experience. And it stays in their head.

[@annelienpienaarfoodconsult139]

Emotion....is the "motion" in all visual content....and this is what we as storytellers need to focus on...this will create the want and need... Thank you for this..

[@arnolddelgado9805]

I respectfully correct him. Needs are not created, they already are.

[@Vis10000n]

I’m so impressed at how you managed to captivate and made me watch the whole video from start to finish. Compelling!!

[@Shawziairum]

Everyday I think , not going to subscribe more YTC, have enough but then I find something so amazing that almost feel grateful for finding it .Thank you so so much. What learning ! What a way to teach ! Brilliant.

[@barrelleaf]

Thank you for sharing different perspectives and love your humor!

[@themikereda]

I freaking love this! While I think it’s great that there are so many resources on this website to learn how to do cool camera tricks and editing techniques, the problem is that too many people who call themselves editors or filmmakers essentially are just copying all of those techniques exactly the same way every time. Learn the techniques, learn the tricks, use when appropriate, but remember that story always comes first!

[@figandlight]

Agreed Mike! Good to hear from you, thanks for watching!

[@internetdrew]

Yo dude the way you break this down is exactly what I try and sometimes get lost in the middle. This definitely helped me structure my thought process around things.

[@RonnelCuison]

I think these videos about products like cereals, chocolate, juices, etc, are all visuals and not really about the products. They don't communicate why I should buy.

[@The_CGA]

It’s sensory, the priority is activating sense memories and associating the brand with those sensations.

[@hawtowithhawemuurhh]

i love this video so so much - thank you for bringing it back to storytelling. everything else is just enhancing the story

[@goonadee]

I was looking for an effective ways to make commercials beyond thousands of fancy B-rolls type of videos, you're the one that showed up first. Brilliant, effective, and very easy to understand... Love it. Thank you for creating this!

[@icresoftgames]

This is worthwhile to watch. I remember the old commercials when I was a kid and how it captivates me. Everything you say is true.

[@s2alicenine]

i still remembers commercials from my childhood like 20 years ago.. ur question made me realize why; they have catchy slogans for the products / services they provide and often with a sense of humor that makes me laugh

[@TJAidoo14]

I'm 2 years late, but watched this and loved it. You talk about pacing and storytelling, this video in itself is a great example.

[@iBeko]

First time watching a video by you and already subscribed, I never typically comment on videos, yet I think what you've conveyed in this is AMAZING!! Keep doing what you doing, I'll be sure to watch lots more videos created by you after this one.

[@TheJoseBetancourtt]

Yoo my guy, this was an amazing video! Not just the content but also the way you communicated it. Amazing tonality, pauses, and storytelling. Loved it 🤘🏽

[@renzdii]

Speaks the truth! 💯💯 Really love the flow of your videos.

[@dasappakutty4726]

Loved this much man. Thanks for making this and more importantly sharing this. Awesome!

[@camicees]

You earned my sub with the detailed explanation here. Loved it man

[@fiev]

Love it! Found your channel today, love the scene cooking everyday for 20 years

[@EsposYouTube]

This video was packed full of really helpful insight. Thank you for this type of content !

[@abdullohkhuja9644]

Please don’t stop making videos. Perfect shots. Learned so much from the video you made 🤗

[@not.edited6342]

Very in depth and informative. Been binging related videos about commercials but this one stood out amongst the rest. 🤩

[@marciacano]

Waww! Thank you so much for your time in creating this videos. I learned so much today at 5:00 am in the morning. Thank you! Thank you! Thank you!

[@HijabsandAprons]

"I think that was a good one!" and then it's out of focus 😂 also definitely a PET PEEVE when cabinet doors are left open or lids aren't on all the way! 😂😭

[@figandlight]

hahaha yeah. Thanks for watching Leena!

[@HijabsandAprons]

@@figandlight always

[@muuukazika]

Just AMAZING! Thank you from Brazil!

[@bradchannelPh]

this is one of the videos out there that emphasizes the importance of inquiring into your audiences' needs, what they value and channeling it through a relatable story. Often overlooked coz a lot of distractions and self-absorption get in our way in creating valuable contents. have fun out there guys!

[@leonylias]

This was such an amazing video. Watched every second and learned so much from you. Can't wait for your future videos

[@JoelStenberg]

Thanks so much for this video! You sparked ideas for me to expand on.

[@yunfeng413]

What great content I just see. Amazing work. I learned so much from you.

[@user-xz7or3vz1s]

Best how-to I've seen. Thank you!

[@crunchtcg]

You are incredibly talented. I very much so enjoy your practice and philosophy. Your sl continuous lighting + diffuser might be my first purchase to upgrade my content.

[@easyweb3056]

Excellent video, you have made my day.

[@jadew1937]

Excellent explanations! love the video you made.

[@mahmoudabdel-raouf8170]

very well-thought-out video, funny informative & full of actionable advice! thanks for sharing.

[@lemonnbae1718]

so far it's been only this video I found on KZbin that actually teaches me the most important aspect of commercial filmmaking which is how to effectively tell a story to targeted viewers and successfully get the bags from clients. all the other filmmakers are gatekeeping about it and instead they're only showing off their techniques of crazy camera works, super cool vfx and shits. can't thank you enough.

[@abishvijayan76]

You're right! I totally agree with you.

[@CristianGRojasV]

Thanks for the video! Really makes me think again about my future ads

[@sasu1211]

This is so true. The story. The relation to the viewers and of course expensive camera and lens.

[@ik2keg]

What you created here is so much more engaging and memorable than many of the "action-packed" footage/videos I often see (that KZbinrs promote). It's because, as you said, yours is more human experience/feeling focused than the "coolness" or "action". You are a rarity, and I am glad I found your channel. Best wishes!

[@figandlight]

Wow, thank you so much!

[@artekal3d]

You just made videgraphers/animators to ask the "why" behind making commercial videos, one of the most important questions for doing anything. I always used to think that commercial videos do the "brand awareness" part with the occasional explainer videos and stuff. But this time i understood what and how it really takes off. Remembering the commercials that are memorable for me, this was common to all of them. They made you think, made you laugh, made you be like "omg i totally do that! now the same thing is on the commercial too, i GOTTA show this to my friend to prove that i'm not the only one who do that!". It isn't necessary everyone will be moved. But that's the creative part. To move as much people as you can. Thank you for this video, it was awesome. Going to apply this on my 3d product animations from now on!

[@VengefulMaG3]

So insightful I even wrote it down. Thank you.I always get caught up in how to get the shot rather than how to tell the story.

[@czl0909]

Love your video! I learn a lot from you breaking down your own two videos! Looking forward to more videos like this.

[@MollyPinon]

I literally bought my first pair of Hoka running shoes bc of their commercial. It was just a guy a marshmallow costume running full speed in a park, with a 50's bubble gum tune playing in the background. It was quirky, hilarious, and all the things you mentioned in this video (even pace). Thanks for highlighting the importance of human connection in commercials. Great topic, great video!

[@figandlight]

Never heard of Hoka shoes until today haha Thanks for watching Molly!

[@gabrielhollander8121]

Absolutely gorgeous movie, thanks for sharing!

[@laserfliptoboneless]

This is very good. Made me chuckle

[@AyikWeni]

Your videos are always fun to watch.. love it 👍👍

[@clynshotimages]

Great content. I have consumed more than half of what I have seen in most commercial videos on KZbin. Story is always key

[@lexiatang1040]

That' so cool ! love this idea. A good case study . Thanks :)

[@yqj_000]

Great job with such a depth.

[@kabishsw]

At first, I was totally caught up in the banter between the twins, haha! Gradually, I caught onto the message you were getting across in this video. Finally, I tried to put myself in the shoes of a random viewer and bam! That video really hooked me. The story behind the whole thing was crazy tempting.

[@arianerhomberg6835]

love your videos! please more of this style!

[@NGANGOY]

i'm binging your videos... and i'm sorry for being late... lol... aside from the great tutorials... we appreciate your effort on how many times you have to move the camera to give us details on whatever you are doing (that is if you're a one man team or using multiple cameras) keep it up!

[@warmyellowshade]

Very informative! Everything you mentioned applies to short form content. Thanks for the video.

[@allen4981]

It's great that someone noticed. I actually see the pattern of mainstream creators and commercials that they have a "format"-like pattern they follow when presenting a product. Learned a lot from you! Thanks!

[@figandlight]

Thanks for watching Al!

[@jdulovit]

Best 15 minutes spent today. Great vid, love it! ❤

[@malackawada]

Amazing as usual never boring in any moment, I don't know how people could dislike this video! Are they sick.

[@aboodkhraisat3121]

thank you so much for such a helpful vid

[@alicesan8989]

Thank you for this amazing content, learn a lot 💓💓💓

[@ArtistRakshitDutta]

Such an amazing video... Learn so many things ❤️

[@thomasvoigt1050]

😊great ideas, top explained, learning a lot from you.

[@KimDiazStudio]

Thank you! this helps alot!

[@danyhoang7131]

Soooo far interesting, good job & just keep going !

[@clinthendricks9608]

Damn, such a powerful powerful video! Thank you for being awesome

[@yarinkaravani1737]

That's the content I wanna see on youtube! Thanks mate

[@SounakRanjanDas]

Wow. This channel is very inspiring. Instant sub.

[@onlyreal.luxury]

Amazing! Thank you 🙏🏻

[@showcaseyakimaadvertising]

Totally agree. I will admit that a product ad needs to spark an emotion and that we should always keep that in mind. I also think that many of us are really just trying to nail down the film techniques, graphics etc for added flare. Ultimately we need to master both the techniques and the story for best results. Cheers😀

[@duelmangaming4729]

That was helpful, thanks a lot!

[@abhyanshuchauhan5818]

Hahaha!😂 Brandon, loved that little skit in the intro! This is probably in my top 3 favourites video of yours.👌

[@figandlight]

Top 3?? hahaha thank you! I really appreciate that

[@MarkMorrow]

Seriously on point 🔥🔥

[@txterbug]

I’ll NEVER forget that Apple commercial where they walk by the person using an android and they look at each other and you just like know. It’s conveying a message without actually saying anything that got me hooked.

[@EltinArt]

Do u believe I need to make and ad right now and this video just popped up? Amazing work!

[@ignaciosernandez7439]

Brilliant content! The fact that it made with static shoots encourage all nikon users to try it 😂 Thanks for this video. I am also sick and tired of transitions and drone ads in social media 😁

[@PrakharOjha]

This is the greatest video of all time that I have ever seen. Great job. Really like your videos. Learning a lot from them. Thank you.

[@figandlight]

Wow thank you!

[@nalarkita847]

ohh mann why i just know your content in 2022, this contents really benefit for people has come to videographer nicee broohh

[@luwo]

dude, I only just found you. great content and you're just so real! 5:28 🙌

[@sennahsenna8289]

Thankssss you open my mind

[@NNCookingStudio]

That was really effective strategies for me💕💕

[@GauravPassiTV]

Thank you for the great explanation. Loved it!... and yes that talking to yourself thing is as cliché as slow mo coffee videos!!!

[@bigvalley3439]

Pepsi commercials live in my head rent free. I don't understand how they do it.

[@70bpmmusic86]

you make a lot of good points

[@WindCivilian]

Thanks for sharing, this is a great point worth to discuss. So it is a commercial that has a meaningful story, or one that highlighted the product features with some eye catching product shots, effects, colour, transition and music... Personally, i like ads that has a story, and they usually stayed in my memory, usually more funny. But when think about the way we consume ads nowadays, who would have time to sit and listen to what you gonna tell? Most of the time it's YT or social media where the ads will present, so something instantly catchy is the way to go. It's only 5 seconds to make people stay or go in YT. Who'd have time to watch tv, have time to think, and if it's not worth, or if there's a cheaper to just to make some noise, I think probably the marketing department will go to the latter. It's just what I think, I don't like how the way the world evolve, but it's the way it is.

[@matiakd]

Love your content!

[@Motshwane.Letsoalo]

great video as always Brandon. very helpful!

[@figandlight]

Thanks Mo!

[@junchen6154]

Hello, I'm here to tell you that I really like your videos. They are very useful and high quality. Even the views might be low, I still have to leave a comment and tell you that some people are still watching and supporting you! Please keep making good videos

[@figandlight]

I appreciate that Jun, thank you 🙏

[@danielcephersjones1985]

this is amazing!

[@thekavehkashani]

Fantastic.

[@babrsbigideas]

Love your intro

[@zpaceclub]

I love how his gears are so simple and use different techniques

[@gabrielkevincarrascalbulat7384]

this is the best video so far, soooooo far

[@Ib3119cz]

Absolutly perfect

[@estreemz4296]

literally most useful video ive watched all my Qs are answered

[@user-qn4gn7kp3g]

it was great . thanks

[@vaydehikhandelwal2785]

love it.

[@danyalvarenga8699]

This is so so so useful

[@Doormendez]

the best video i ever seen in youtube 😍 i learned alot from you sir wish i could have you as a friend

[@ForeverIloveyou2013]

Amaaazing video 😍😍😍