When you watch commercials, music videos, TV programs, or films, do you ever wonder who it is that handles the job of getting them on camera and how they're put together? That's the work of a video production company. There are really two kinds of companies that create video content. A technical production company may target details that the client isn't interested in doing. They may do the things that come after the video is shot, the editing and the post-production. Or they may simply take the finished video and post it online. That's one thing that a video production company may do.

Other companies are full-service. That means they do it all from start to finish, and post-production as well. A full-service company will do the creative development, then write the script. They'll be responsible for locations and casting. They'll produce, edit, and deliver the final product for posting. A company like this is totally hands-on; the client states what they want and the video professionals do the rest.

A commercial production company, as you may expect, has a specific focus. It creates short videos, 30 to 60 seconds, that are oriented toward commercial branding. They are all about promoting a product, a company, or a service; or getting a company's name, brand, and message out in front of the public as widely as possible. A commercial production company creates videos to grab the public's attention and interest, and to create excitement-"buzz," as it's often called. The company creates what are effectively "teasers" to bring in potential customers.

Commercial producers and their creative teams have to get excited about a client's product, brand, or message. In this way they develop ideas that connect with the audience. Their process includes personally experiencing what the client is selling to create an understanding of the market and the customer.