What No One Warns You About When Shooting an Ad

Let’s talk about commercial shoots. Not the final cut. Not the behind-the-scenes Instagram story.The actual shoot. The pre-dawn coffee. The client table. The snacks you will absolutely eat too many of.

This one’s for anyone who’s ever walked onto set as the client excited, hopeful, a little nervous and realized very quickly that things were about to get… interesting.

You arrive early. Smile on. Positive energy. You say hi to the crew. To the talent. To the agency. Even if your caffeine hasn’t kicked in yet. Because here’s the thing: you’re not just representing a brand. Your energy sets the tone. Most people have been there since 6 a.m., already working to make your brand look good.

Friendly advice: don’t get too attached to the schedule. It’s already behind.

Now. Let’s talk about the shirt. Yes. The shirt.

You will, without fail, spend more time than you ever thought possible debating what talent should wear. So let me ask you something.

Do you remember what the person in the last commercial you saw was wearing? Exactly.

I have personally spent more time than I care to admit discussing: • the shade of blue • whether it matched the brand palette • if it felt “too seasonal” • whether it needed a jacket • whether it made the brand feel more approachable but elevated.

Let the stylist do their job. Trust the process. Let. It. Go.

Yes, we changed the shirt. Did it change the effectiveness of the ad? Of course not. But it did kill 40 minutes. And someone’s soul.

Reminder: This is a 6-second pre-roll spot. It will be watched on mute. On a phone. On a bus.

Looking back, what I actually miss.

Not the 14-hour days. Not the approvals in dark locations after pulling an all-nighter. Not the mild existential panic when you’re shooting the Rockies, the clouds drop too low, the sun starts setting before you’ve nailed the wide, or when a random dog runs onto set out of nowhere, steals the sandwich the talent was eating, and disappears back into the park like it was never there.Yes. True story.

What I love is the care. The obsession with getting it right, even when it cost time, sleep, or comfort. The shared tension before the shot. The quiet satisfaction when it finally clicked.

I promise you, something will go wrong.

The product will be delivered late. Someone will ask for “one more take” of a shot that will never make the cut. Batteries will die. Sound will drop. At some point, a turkey sandwich will fight for its life under the spotlights.

What I miss is what happens around the chaos. The quiet coordination. The unspoken decisions. The moment when everyone knows what matters.

On a great set, the message is clear. The team is ready. Egos stay out of the way. Trust does the heavy lifting. And despite the mess, the plan holds. The work clicks. Not every time. But most of the time. And when it works, it really works.

And when it doesn’t? At least craft services usually has your favourite snack.