How long does it take to make a commercial? For most brands, the answer is 4 to 8 weeks (about 2 months) from the first call to the final cut. A simple social ad can be ready in 2 to 3 weeks. A large campaign with several locations, actors, and versions can take 2 to 3 months.
The shoot itself is usually the shortest part. Most of the time goes into planning before the cameras roll and finish the film afterwards.
This guide walks through the stages of video production, how long each one usually takes, and what you can do to keep your project on schedule. Use it to plan realistically, whether you have a launch date to hit or simply want to know what to expect.
The 5 Stages of Video Production and How Long Each Takes
Every commercial move through the same five stages. The time spent each depends on the size of the project, but the order rarely changes. This section focuses on timing; for a closer look at what happens inside each stage, see our guide to how video production works.
1. Discovery and Brief: 2 Days to 2 Weeks
Everything starts with a conversation. The production team learns what you are selling, who the commercial is for, where it will run, and when you need it.
From there, the team turns your goals into a brief and a quote. This usually takes a few days. It can take up to two weeks if several people on your side need to agree on the budget or the creative direction.
A clear brief at this stage saves time. Many delays in the later stages trace back to questions nobody answered here.
2. Pre-Production: 3 Days to 4 Weeks
Pre-production is where the commercial is planned in detail, and it is usually the longest stage. It covers:
- Developing the concept and writing the script.
- Creating a storyboard or short list.
- Choose and book locations.
- Casting actors or selecting people from your team.
- Arranging crew, equipment, wardrobe, and props.
- Building the shoot-day schedule.
A simple product video with a ready script might need less than a week. A commercial with actors, several locations, and a custom concept can need three or four. Script and storyboard approvals often take the most time, because each round of feedback adds days.
3. Production: 1 to 3 Days
This is the shoot itself. Most commercials are filmed in one or two days. Larger productions with several locations, moving vehicles, or aerial footage may need three days or more.
The shoot feels short because the planning has already been done. A well-prepared crew arrives knowing every shot, every setup, and every location to move. That preparation is what keeps a shoot day on schedule and on budget.
With a full-scale production service, one team handles this stage as part of a single plan, from crew and equipment to ground and aerial footage. The shoot follows directly from pre-production, with nothing lost in between.
4. Post-Production: 1 to 4 Weeks
Post-production turns raw footage into a finished commercial. The main steps are:
- Editing the footage into a story.
- Color grading for a consistent, polished look.
- Sound design, voiceover, and music.
- Motion of graphics, titles, and on-screen text.
- Exporting versions for each platform.
A single 30-second commercial may take one to two weeks. A campaign with several cuts, such as a 60-second hero film, 15-second ads, and vertical social versions, takes longer. Teams that handle editing, color, and sound in-house usually move faster, because files do not travel between separate vendors.
5. Review, Revisions, and Delivery: 2 Days to 2 Weeks
You will see a first cut, give feedback, and receive a revised version. Most productions include two or three rounds of revisions.
How fast this stage moves depends mostly on you. A team can often turn changes around in a day or two. Waiting a week for feedback from several stakeholders adds a week to the schedule.
Once you approve the final cut, the team delivers the files in the formats you need for TV, web, and social platforms.
Typical Commercial Timelines at a Glance
The table shows typical ranges for three sizes of commercial. Your project may fall somewhere between them.
| Stage | Simple commercial | Mid-size commercial | Large campaign |
|---|---|---|---|
| Discovery and brief | 2-3 days | About 1 week | 1-2 weeks |
| Pre-production | 3-5 days | 1-3 weeks | 3-4 weeks |
| Production | 1 day | 1-2 days | 3+ days |
| Post-production | About 1 week | 1-3 weeks | 3-4 weeks |
| Review and delivery | 2-3 days | About 1 week | 1-2 weeks |
| Total | 2-3 weeks | 4-8 weeks | 2-3 months |
What Makes a Commercial Take Longer?
Most delays are predictable, which means most of them can be avoided. These are the most common causes:
Slow approvals
Each round of script or edit feedback that waits a week adds a week to the schedule.
Too many decisionmakers
When several people review separately, their comments often conflict and need another round to settle.
Scope changes
Adding a scene, location, or version after planning is finished means planning parts of it again.
More moving parts
Every extra location, actor, or vehicle adds coordination time before and during the shoot.
Availability
Popular locations, talent, and crews often need to be booked weeks in advance.
Extra deliverables
Each additional length, format, or language version adds editing time.
Weather can also move outdoor shoots. If your commercial is filmed outside, plan a backup date from the start.
How to Keep Your Commercial on Schedule
Good work cannot be rushed, but most delays can be removed. Five habits make the biggest difference:
Start with a clear brief
Share your goals, audience, key messages, platforms, and deadlines at the first meeting.
Name one decisionmaker
One person collects feedback from your team and gives the production company a single set of notes.
Agree on the timeline up front
Put review dates into the schedule so everyone knows when feedback is due.
Lock the scope before the shoot
Decide on scenes, locations, and versions during pre-production, not after filming.
Plan every version together
If you need social cuts or shorter ads, say so early so they can be filmed in the same shoot.
If you have a fixed launch date, work backwards from it. For a typical commercial, allow six to eight weeks, including a little buffer for the unexpected.
So, How Long Does It Take to Make a Commercial?
For most brands, it takes 4 to 8 weeks (about 2 months) to make a commercial, from the first call to the final cut. Simple projects can be finished in 2 to 3 weeks, while large campaigns can take 2 to 3 months.
The shoot is only a day or two of that time. The rest goes into planning and finishing, and that is where clear brief and quick feedback saves the most time.
Planning a commercial around a launch date? Contact us and tell us about your project. We will map out a realistic timeline that works backwards from your deadline.