Best Video Ad and Commercial Creators

What a good video ad package includes

Video ad gigs range from animated product ads built from your photos to filmed commercials with actors. Before ordering, check that the package states:

• Length of the finished ad, and whether shorter cut-downs are included.
• Sizes: vertical, square, horizontal, or all three.
• Style: motion graphics, product footage, live action, or a mix.
• Script and storyboard: who writes them, and whether you approve them before production.
• Music, voice-over and captions, and whether each is licensed for ads.
• Revisions and delivery time.
• Usage rights: paid ads, platforms and duration.

How to brief a video ad creator

1. Where the ad will run, so the creator can choose sizes and length.
2. One message: the single thing a viewer should remember.
3. The first seconds: a problem, a surprising result, or the product in use. Say which approach you prefer.
4. Your offer and call to action, exactly as it should appear on screen.
5. Brand assets: logo, colors, fonts, product photos and any existing footage.
6. Ads you like, from any brand, with a note on why.
7. Claims you may and may not make, especially for health, finance or beauty products.

Many people watch ads with the sound off, so ask for burned-in captions or large on-screen text for the key message. Also ask the creator to keep text and logos away from the edges of vertical videos, where app buttons and captions can cover them.

If you plan to test several ads, say so at the start. Filming extra openings or product shots in the same session usually costs far less than going back for them later.

What drives the price

• animation built from your assets versus filmed footage
• actors, locations, props and product shipping
• script writing and storyboarding
• professional voice-over and licensed music
• number of sizes, lengths and versions
• scope and duration of usage rights
• rush delivery

Red flags

• No mention of music licensing, or "free music" with no source.
• Usage rights that are vague, or that exclude paid advertising.
• A portfolio with only one format, when you need several.
• No script or storyboard approval before production, so problems appear only in the final cut.
• Promises of a specific number of views or sales.

If you want ads that look like a real customer review, read our UGC video guide. To run the finished ad, our paid social media guide covers hiring someone to manage the campaign.

Quick pre-order checklist

• I know where the ad will run and which sizes I need.
• I have one clear message and a call to action.
• I will approve the script or storyboard before production.
• Music, footage and voice-over are licensed for paid ads.
• The usage rights cover the platforms and period I plan to use.