This course walks students through the commercial process from start to finish. The class will examine commercials from a production standpoint with a focus on investors, sales, demographics, slogan, color palette, product and brand history, casting and the pitch process. Preproduction planning, idea, pitch techniques and look books will play a large role early in this course. Mixing art and business, creating eye-catching visuals and defining a clear message will be discussed and exemplified in commercial planning, shooting and editing. Students will also dissect professional commercials for television and web markets and discuss the future of sales, persuasion, archetypes and ethics within the field.