For many brands, the cost of producing a commercial can seem mysterious. How can a 30-second spot run into the tens of thousands—or even hundreds of thousands—of dollars? The answer lies in the complex ecosystem of commercial production, where multiple phases, specialized talent, and resources all contribute to the final product.

In film and commercial production, the spotlight often falls on visuals — stunning cinematography, dynamic compositions, and polished editing. Yet, sound design is just as critical, if not more so, in shaping audience perception and engagement. A beautifully shot video with poor audio feels unfinished or unprofessional, while even modest visuals paired with excellent sound can captivate viewers and leave a lasting impression.

The way brands tell stories is changing rapidly, and TikTok is at the forefront of this evolution. Traditional commercials — polished, meticulously produced, and often lengthy — are being challenged by short-form, engaging, and authentic content. Audiences now crave entertainment that feels real, relatable, and immediate, pushing brands to rethink how they connect with viewers.

In commercial production, casting is far more than picking someone who can read lines convincingly. The right talent embodies the brand, connects with the audience instantly, and brings the story to life. A well-cast commercial can transform a 30-second ad into an experience that resonates, inspires, and drives action. Conversely, the wrong casting choice can feel inauthentic, undermine the message, and reduce audience engagement.

Scroll through any social media feed, and one thing becomes immediately clear: video rules the platform. From Instagram Reels and TikTok to YouTube Shorts and Facebook Stories, video consistently outperforms static images, carousel ads, and text-based posts. Users engage longer, algorithms prioritize video, and brands that leverage it effectively see higher ROI.

Color grading is often overlooked by viewers, but its impact on storytelling and branding cannot be overstated. The subtle manipulation of color influences mood, emotion, and perception, shaping how audiences interpret the visuals on screen. In both film and commercial production, color grading transforms raw footage into a polished, cinematic experience, guiding viewers’ emotional responses and reinforcing a brand’s identity.

Las Vegas has long been known as the entertainment capital of the world — a city synonymous with live shows, dazzling lights, and nightlife unlike anywhere else. But in recent years, another story has been unfolding behind the scenes. The city is rapidly emerging as a serious player in film and commercial production, attracting attention from major studios, independent filmmakers, and creative agencies alike.

A director in commercial production wears two hats — that of an artist and a strategist. Their task isn’t just to make something look beautiful; it’s to craft a message that inspires emotion, drives engagement, and fulfills a brand’s goals. Unlike film or television, commercial directing requires merging creative vision with marketing precision, where every second counts and every frame serves a purpose.

The best commercials don’t just sell a product — they tell a story that reflects the heart of a brand. Behind every successful campaign is a strong partnership between the brand and its production company. These collaborations go far beyond simple transactions; they’re built on trust, understanding, and shared creative vision.

Drones have fundamentally transformed the way filmmakers and advertisers tell stories. Once, capturing sweeping aerial shots required helicopters, cranes, or expensive rigging—all of which came with high costs, logistical headaches, and safety concerns. Today, compact drones equipped with high-resolution cameras allow creators to achieve cinematic shots that were previously out of reach for many productions.

Short-form video has become the dominant force in today’s digital media landscape. Platforms like TikTok, Instagram Reels, and YouTube Shorts are no longer optional channels—they are where audiences spend their time, scroll endlessly, and engage with brands in authentic, bite-sized ways. For marketers and advertisers, understanding this shift is crucial for creating campaigns that resonate and deliver results.

In short-form commercials, the conventional rules of storytelling still apply, but they must be executed with heightened efficiency. The objective remains to connect with viewers on an emotional level, but you must do so quickly and succinctly. This involves narrowing your focus and stripping the story down to its most compelling elements.

• Clarity Is Key: Your message needs to be crystal clear. Viewers should understand the core idea within moments of watching.

• Creativity Sparks Engagement: With limited time, inventive visuals, hooks, and innovative concepts become essential to stand out.

• Precision Matters: Every frame should contribute to the story — no wasted shots, no superfluous dialogue.

Video is no longer optional in marketing — it’s the most powerful way to connect with audiences. But for businesses, the question always comes back to ROI. Is branded video content really worth the investment?

The answer is a resounding yes. Studies show that video increases engagement, boosts conversion rates, and builds stronger brand recall compared to static ads. A 30-second branded spot can generate long-term value if distributed strategically across platforms.

When people think of motion capture, they imagine blockbuster films like Avatar or Marvel’s superheroes. But today, this technology is moving far beyond Hollywood epics into commercial production, gaming, and even training simulations.

Motion capture (or “mocap”) records the movement of actors and translates it into digital characters. This allows for incredibly lifelike animations, whether it’s a creature in a fantasy film or an athlete in a sports commercial. What’s exciting is that the technology has become more affordable and accessible.

Virtual production is revolutionizing the way filmmakers tell stories, and at the center of this shift are LED volumes. These massive, high-resolution walls replace green screens with fully rendered, photorealistic environments. Instead of imagining a scene, actors and directors can see their world in real time — from alien planets to downtown cityscapes.

“At In Color Studios, we believe Las Vegas isn’t just a destination—it’s the next frontier in cinematic innovation, where immersive venues and bold storytelling converge to reshape how film meets audience.”

“We champion smart, forward-thinking investments in creative infrastructure—because building a thriving film industry isn’t just about lights and cameras, it’s about policy, access, and the bold vision to keep storytelling local.”

Assembly Bill 238, dubbed the “Nevada Studio Infrastructure Jobs and Workforce Training Act,” was introduced on February 17, 2025, by Assemblymembers Sandra Jauregui and Daniele Monroe‑Moreno. It aimed to spur the creation of a 31‑acre “Summerlin Production Studios” campus in Las Vegas—including a film infrastructure tax credit program and a new entertainment district with workforce training

How AI is Transforming the Film Industry

“At In Color Studios, we believe that AI should empower filmmakers to tell bolder, more authentic stories—enhancing creative vision from concept through post-production, without replacing the human artistry that makes each film unforgettable.”

The different types of commercial videos and how they can be used effectively

Are you looking to create a commercial video for your business, but unsure of which style fits best? You're not alone. With the vast array of video production techniques available today, it can be difficult to understand how each type will benefit you and your company. Here we discuss the different types of commercial videos and what each can do for you when used effectively in your marketing strategy.

This was a very busy two days for the In Color Studios Las Vegas Team! Our production studio got to travel to Salt Lake City to shoot for Square at the Black Cat Barber Shop.

Half of the team traveled by van with all of our camera and equipment gear and the other half flew out the same day of the shoot. This shoot started out at 9:30am at the barber shop to set up.