Commercials that build brand and drive sales – developed, produced and delivered in one house.
A commercial that doesn’t know its target is just a pretty movie.
Commercials are not a genre, they are a discipline. A commercial has one job: to move a target audience to feel, think or do something different than before they saw the movie. If that job isn’t defined before the camera rolls, we typically end up with something that looks great but doesn’t deliver on a business objective.
At Story & Co, we make commercials where the strategy is locked before the first take. This means that every scene, every line and every second is there for a reason – and that you as a customer don’t have to guess if the movie works. You can see it.
This is your gateway to how we work with commercials, what formats we make, and what you get out of choosing an agency that knows both strategy and production.
What makes a commercial that works
The difference between a commercial that converts and one that doesn’t is rarely in the production value. It almost always lies in four things:
A clear goal before we get started. Is it to increase brand awareness, drive direct sales, generate leads, change perception of a product? These four different goals require four different films. This is the most common reason why commercials fail – the goal was never defined clearly enough.
A target audience, not “everyone”. “Broad target audience” is the biggest warning signal in a commercial brief. The movies that work speak to a specific person in a specific situation – even if 100,000 people see them.
An idea that survives. Commercials that are reused for at least 3-6 months deliver significantly better ROI than one-offs. That’s why we always think in terms of format and universe, not single films.
A production that matches the channel. A 60-second TVC doesn’t work as a first contact on TikTok. A 6-second bumper doesn’t work as a flagship on a campaign page. Format, pace and message need to be locked to where the movie will actually live.
Advertising film formats we produce
Most commercial assignments fall into one of four categories. It makes sense to know which one before you ask for a quote:
TV commercial (TVC)
Classic 15-, 30- or 60-second commercials for TV, streaming and YouTube pre-roll. Designed for mass-reach and brand-building. We create TVCs for both B2C brands and B2B companies that want to raise visibility fast.
Social-first commercials
Built specifically for Meta, TikTok, LinkedIn or YouTube Shorts. Sharp opening, text overlays, channel-specific format (9:16 or 1:1). Often produced as a series of 4-8 cuts from one shoot to maximize mileage.
Campaign content in series
When one commercial isn’t enough and you need a whole universe of related content. We develop the concept framework and produce 6-15 films that work together. This is often the most cost-effective way to make commercials because the development time is split across multiple deliveries.
Out-of-home (OOH) and DOOH
Commercials for digital screens in train stations, airports, shopping malls. Short, visually driven, often without sound. Different set of rules than traditional commercials.
How we work with commercials
We have a fixed process from brief to finished film. This means that you as a customer always know where we are in the process, what the next step is and where you are expected to provide input.
It starts with a brief session where we clarify the goal, target audience, channel and budget. Then we develop a concept and a script – not an idea sketch, but something you can read from cover to cover and understand exactly what’s being produced. Pre-production includes storyboarding, casting, location scouting and planning. The actual recording takes place in our own studio in Svendborg or on location, depending on what the story calls for. Post-production is delivered through an iterative process: rough-cut, first-cut, final.
The full process is described on our video production pillar page.
Cases - commercials that have delivered results
Three examples of how strategic approach has made the difference in commercials we have produced:
Case 1: [Customer name] - TVC campaign
Objective: [INSERT – e.g. “introduce new product line to the Danish market”]. Format: 30-second TVC + 5 social-first cuts. Result: [INPUT – e.g. “1.8 million impressions in 4 weeks, +24% awareness lift in target audience”].
Case 2: [Customer name] - Social-first campaign
Goal: [INSERT – e.g. “drive traffic to new landing”]. Format: 6 cuts of 15-20 sec for Meta and TikTok. Result: [INSERT – e.g. “CTR 3.2% against industry average of 1.1%”].
Case 3: [Customer name] - Campaign series
Goal: [INSERT – e.g. “establish brand personality over 6 months”]. Format: 8 episodes of 30-60 sec. Result: [INSERT – e.g. “+38% brand recall, and an average watch-time of 73%”].
How much does a commercial cost?
It depends on the format, level of ambition and scope. A social-first commercial package can start from ~$50,000 – a TVC campaign with more cuts and higher production value typically lands between $150,000 and $500,000.
To get a concrete estimate, we recommend using our price calculator. It will give you a based-on-real-numbers estimate in 2-3 minutes:
If you want a full quote, call or write. We’ll get back to you the same day on business days.
Frequently asked questions
How long does it take to produce a commercial?
From brief to finished film, a typical commercial takes 4-8 weeks. A social-first package can be delivered in 2-3 weeks. A larger TVC campaign with multiple locations takes 6-10 weeks.
What is the difference between a commercial and a brand film?
It’s not the length – it’s the purpose. A commercial sells or moves a specific target audience in the short term. A brand film builds the company’s core story over time. We’ve written a separate article that delves into the differences.
Can you make commercials in English or other languages?
About us. We have produced commercials for clients across the Nordics, UK and Germany. Voice-over, subtitles, cultural adaptation – we handle the entire localization process.
How many cuts do I get from one shoot?
This is a planning we do in pre-production. We plan the recording so we can deliver, for example, one 60-sec TVC + 4-6 cuts of 15-30 sec + still frames for print, if that’s what you need. This is one of the biggest efficiencies of planning broadly from the start.
Do I need to have a script ready before I contact you?
No, we don’t. Script development is part of our process. What we need is the goal, target audience and budget – then we build the rest together.
Can you make commercials with animation or motion graphics?
Yes, we do. We often mix live action and animation, and also create fully animated commercials when it suits the message. The animation is produced in-house by our motion graphics team.
Where was the commercial shot - in your studio or on location?
Both. The studio in Svendborg is used when we need controlled light and sound, or when talent needs to be gathered in one place. On location recordings take place at your location, at customer sites, or wherever the story calls.
