The Production Loop
Crew On Set is not a clicker. Every commercial is a real six-stage production, and the four crew roles each own a different failure point. Miss focus, blow a light, botch a cut — the client sees it.
Director
Own the vision. Call the shots.
Read the brief, block the scene, and call action. The Director sets the shot list, keeps the client happy and decides when a take is a wrap.
- Approve the storyboard
- Block talent & camera
- Call takes
- Sign off the final cut
Cameraman
Frame it. Focus it. Nail it.
Choose lenses, set exposure and pull focus live. The Cameraman turns the Director's blocking into usable, beautiful footage.
- Pick body & lens
- Set exposure + white balance
- Pull focus live
- Deliver clean takes
AV Technician
If it hums, you fix it.
Rig the lights, place the boom, watch the levels. The AV Technician keeps the set clean of noise, flicker and shadow.
- Rig key/fill/back lights
- Place boom & lavs
- Ride audio levels
- Kill hum & flicker
Editor
The last rewrite happens here.
Assemble selects, cut to the beat, colour grade and export. The Editor decides which take actually made the commercial work.
- Log & select takes
- Cut to the beat
- Colour grade
- Export the master
Production Mechanics
One shoot, six stages, four crew members
Client Brief
A multimedia brand drops a 30-second spot brief with a budget and a mood.
Pre-Production
The Director locks the storyboard, shot list and call sheet.
Rig & Light
The AV Tech rigs key, fill and back lights and places the boom.
Principal Shoot
The Cameraman rolls take after take while focus and exposure drift live.
Post & Grade
The Editor logs selects, cuts to the beat, grades and exports the master.
Client Review
The client scores the ad. C-Coins, XP and achievements land in your Almanac.
Set Blocking Diagram
Every brief opens with a blocking chart: camera cone, key/fill/back lights, boom placement and talent marks. Get it wrong and the take is unusable.