– Display the client’s place of business, offerings, and atmosphere
– Extras may be milling about in the background, but no one is speaking directly to the camera

– Often the owner of a business or a leader of the organization pitches the company or cause
– Professional actors or celebrities can act as spokespeople

– People offering endorsements of a product, service, or cause
– Often the people featured are directly affiliated with company, including customers or clients
– Professional actors or celebrities can provide testimonials

– Sometimes called a “beauty shot,” this shot showcases the aesthetics, size, or portability of the product
– The size of the product in the shot will directly affect the cost of the shot—generally, shots will involve a single camera and minimal lighting

– Product shots where the product is “used” to show how it works or performs
– Generally, product demonstrations will involve a single camera and minimal lighting

– Scenes of ordinary people doing everyday tasks or scenes of a neighborhood
– These shots set a mood or capture a theme
– Waivers must be signed by people who appear in the commercial
– The amount of time spent casting/obtaining extras will directly affect the cost

– Showcase the client’s website using moving, high-resolution images
– Motion graphics are often added to simulate a user’s interaction