Before anyone rolls a camera, the commercial exists as sketches. A storyboard lays out each shot in sequence, showing framing, action, and camera movement. It gives the director, client, and crew a shared reference for what the finished film should look like.

Storyboards range from rough stick figures to detailed illustrations. The quality matters less than clarity. If the client cannot follow the narrative from the boards, the production will drift.

What boards typically show

• Shot composition and camera angle
• Action within each frame
• Key dialogue or voiceover
• Timing notes

Changes cost far less at this stage. Fixing a problem on paper takes minutes. Fixing it after a shoot day takes another shoot day.