What happens in post-production of an advertising video?

A few years ago, we filmed a commercial for the smartphone brand Vivo. The video was with the participation of one of the popular football teams.

When we look at the final result, it seems to us that everything was filmed that way. The eye of the viewer does not notice the various post-production tricks.

Are these tricks necessary? Is it possible to get rid of them when planning a project before filming? Let's see the post-production backstage of this project (attached a video to the post) and take a closer look at what we did there.

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Video timing:

1. 0.01 - 0.04 Color correction of the picture is in progress. When planning, a certain reference was chosen for the final color - cold, blue. The colorist leads the picture to this color.

2. 0.05 - 0.08 We are not allowed to display logos of other brands. Therefore, on the close-ups of the sneakers, the brand logo is removed. We made the football kit for the video from scratch, exclusively for the video. But we didn’t dare to sew sneakers, we used those in which it is comfortably for football players to run.

3. 0.09 - 0.11 The client approved one ball for shooting. When the video was at the stage of post-production, it was decided to replace the texture of the ball with another one.

4. 0.16 - 0.25 We add images to the smartphone screen. Shooting of a smartphone shooting is not the best idea, so we combined the frames on the graph.

5. 0.29 Added smartphone camera interface. All elements were drawn exclusively for the video.

6. 0:31 - made highlights on the front camera of the smartphone so that it is visually more clearly displayed. It would be more expensive to achieve such a flare in shooting.

7. 0:56 - 0:58 Removed the black stripe - a structural element of the stadium, in order to highlight the player against the background of the stadium wall through contrast. We also removed the black winding of lighting devices - so it makes the frame cleaner.

Conclusion: sometimes some things in preparation will help reduce the amount of work in post-production, but most often the picture needs to be significantly improved graphically in order to bring it to an advertising ideal. 

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