Lead Launch Commercial

The Story

I got to work with Century Interactive to create a commercial for their new product called Lead Launch. Century Interactive is a company based out of Dallas, Texas that specializes in call tracking/analytics. Their methods, in comparison to their competition, have brought them great success and recognition.

Here's the final product.


The Process

The Script

Matt, one of the marketing managers at Century Interactive, already had a script written out that they wanted to use. So I just tweaked the wordage a little bit, got to work on finding a location, and designing the set. Thankfully I was able to get in Matt's head early on so that we shared the vision for the commercial from the get go.

We decided to shoot in the studio at WELD. Since I office at WELD, getting the access we needed to the studio was very easy.

We were very close to hitting the nail on the head with the first cut and only had minor tweaks to tighten everything up. I wish every project would be as smooth and pleasurable as this one.


The Workflow

AV Sync

As I do with every project, I started out with organizing all of my files in a proper hierarchy (read about it here). Once I was done with this, it was time to sync up the audio and the video.

It was then time to start culling through the different takes to pick the ones that were the best. I then took those shots and lined them up to get a rough idea of how long the video would be. And as expected, it was right around the one minute mark.

Using Reason For The First Time

Up until this point, I have always purchased licenses for the music that I use in my videos. The main problem with this is that I love to make music just as much, if not more, than I like making videos. So I decided to spend the music budget on buying Reason instead of a license. I then composed the music myself.

Now, this was a little more challenging, though not much, than it would usually be because I had never used Reason before. But I know a lot, and I mean a lot, of editing software (photo, video, and audio). This made it easy to start composing almost right away. I've noticed that the more software I am familiar with, the easier it is to pick a new program because there are a lot of similarities between most editing programs. At least that's been my experience.

Amplifying Dialogue

Once I finished composing the music, I bounced it and dropped it in my Premiere sequence. Fun fact: exporting video is referred to as exporting (makes sense right?) but exporting audio is referred to as bouncing. Only after I had all my clips lined up where I wanted them did I edit the dialogue audio because what's the sense in spending time to edit audio I might not use right?

I will usually amplify audio using Audition and then do my equalizing, compression, and whatever else in Premiere.

Just A Little Tweaking Of The Color

The only thing left is a little mastering of the music to make space in the frequency range of the dialogue for the dialogue to sit into, a little color correction, company logo at the end, and then export.

Check out some of the behind the scenes photos, courtesy of Jordan, at the bottom!


Gear Used

Lumix GH4
Sigma 18-35mm 1.8 DC HSM
Røde NTG-3
Zoom H6
Manfrotto Tripod w/ Bridging Technology Head
Kino Flo 4' 4-Bank Flourescent Fixture (2x)
Kino Flo DIVA-Light 401 Dimmable Fluorescent Fixture

27" Apple iMac
Boom Pole
C-Stand

Dolly Track Made From PVC Piping
Tripod Dolly Wheels