What are the best practices for creating a storyboard for a successful TV commercial?

1 Know your audience and objective

Before you start sketching your storyboard, you need to have a clear understanding of who you are targeting and what you want to achieve with your TV commercial. Think about the demographics, psychographics, and preferences of your ideal viewer, and how you can appeal to their emotions, needs, and values. Also, define your main message, call to action, and unique selling proposition, and make sure they are consistent and compelling throughout your storyboard.

2 Follow the three-act structure

A TV commercial is a short story that needs to capture the attention, interest, and desire of your audience in a limited time. A good way to structure your storyboard is to follow the three-act structure, which consists of a setup, a conflict, and a resolution. The setup introduces the characters, the setting, and the problem or opportunity. The conflict builds tension and suspense by showing the obstacles or challenges that the characters face. The resolution resolves the conflict and shows the benefits or outcomes of using your product or service.

3 Use the rule of thirds

The rule of thirds is a composition technique that divides your frame into nine equal parts, using two horizontal and two vertical lines. The idea is to place the most important elements of your scene along these lines or at their intersections, creating a balanced and dynamic visual. This helps you avoid boring or static shots, and draw the eye of your viewer to the focal points of your storyboard. You can also use the rule of thirds to create contrast, symmetry, or asymmetry in your storyboard, depending on the mood and tone of your TV commercial.

4 Show movement and transitions

A storyboard is not just a series of static images, but a sequence of shots that show how your TV commercial will flow and transition from one scene to another. To create a smooth and engaging storyboard, you need to show movement and transitions in your sketches, using arrows, labels, and annotations. Movement can be used to show the direction, speed, and intensity of the actions and reactions of your characters and objects. Transitions can be used to show the changes in time, location, or perspective of your scenes, using cuts, fades, wipes, or dissolves.

6 Review and refine your storyboard

Once you have finished your first draft of your storyboard, you need to review and refine it, to make sure it meets your objectives, follows your script, and matches your budget and timeline. You can use feedback from your team, clients, or test audience, to identify and fix any issues or gaps in your storyboard. You can also use software tools, such as animation software, video editing software, or online storyboard platforms, to edit, animate, or share your storyboard. The final step is to prepare your storyboard for production, by adding details, specifications, and instructions for your crew and cast.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?