The elements of a good TV ad? Don’t forget about balance (updated)

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UPDATED, Feb 24, 2012, scroll to the bottom. Let’s pretend I was an art director, and was getting ready to produce a TV ad, what are some of the variables that would be running through my mind? Let’s see: director, casting, location, wardrobe, lighting, cinematography, special effects, camera angles, acting, props, shooting board, editing, pack shot…what else?

It occurs to me that an important element, not usually discussed in most of the of the pre-production meetings I’ve been around, is the notion of narrative balance. I just totally made this term up, by the way. But I would define narrative balance as:

“the relative weighting that each element of the commercial needs to have within the whole to make sure the ad communicates with the biggest possible impact and recall.” Continue reading