Behind the Scenes of Commercial Production in Miami: From Idea to Final Cut
- Rislanca Isophe
- Sep 1
- 3 min read
When people see a polished commercial, they rarely think about what it took to get there. The planning, the team building, the hours of making sure every detail lines up. That’s the real magic of commercial production.
As an Executive Producer based in Miami, my role is to take an idea, put structure around it, and guide it from concept all the way to delivery. Recently, I had the opportunity to do just that with a product launch campaign. Let’s break down the process I use to make sure every project not only gets done but gets done right.
Step 1: Listening First 👂🏾
Every commercial starts with a conversation.
The client explained their vision: a product they believed in and wanted to showcase in a bold way.
But they also shared something deeper: past experiences where creatives didn’t fully deliver.
That’s where I knew my job wasn’t just about production. It was about trust. Before a camera ever came out, I made sure the client could see that I understood what they wanted.
Step 2: Turning Vision Into Paper ✍🏾
Ideas are powerful, but they have to be translated into something everyone on the team can follow.
I created storyboards and vision boards to visualize the look and feel. I drafted a shot list to guide the production day. I even used AI-generated mockups and Canva layouts to give the client a clear preview.
By showing the plan instead of just saying “I get it,” I turned the vision into something tangible.
Step 3: Building the Right Team 🎥
Great commercials don’t happen solo. They happen when the right people are in the right roles.
For this shoot, I brought in a director with an extensive commercial portfolio. We secured a studio space and transformed it into a sleek, blacked-out infinity room with fog for atmosphere. I also had additional hands capturing BTS, setting up lighting, and keeping the production on schedule.
As the Executive Producer, my responsibility was to assemble the pieces and make sure everyone stayed aligned on the vision.
Step 4: Execution on Set
Once everything was in place, the production day flowed smoothly. The team locked in each shot, the visuals matched the storyboard, and the client could actually see their idea come to life in real time.
This is the part most people picture when they think of commercial production. But the truth is, execution only works when the foundation has already been set.
Step 5: Final Cut & Delivery
After reviewing the footage, approving edits, and polishing the visuals, the final commercial was exactly what we set out to create: a product launch video that told a story, captured attention, and left the client feeling proud of their brand.
That’s the result I aim for every time, because production isn’t just about delivering files. It’s about delivering confidence.
Why This Matters
Commercial production is more than cameras and lights. It starts with listening to the client. It requires translating vision into a plan. It depends on building the right team, executing with precision, and finishing with results that feel bigger than the budget.
That’s the standard I hold for every project, whether it’s a product launch, a brand story, or a creative campaign.
Final Thoughts
Behind every commercial is a process that starts with trust and ends with transformation. If you’re a business owner in Miami looking to take your brand from idea to screen, know that the right production team can make all the difference.
So here’s my question for you: If you could launch one creative campaign right now, what story would you tell?
Drop your thoughts in the comments. I’d love to hear what visions you’re ready to bring to life.
Want more behind-the-scenes looks into creative production? Subscribe to my YouTube channel JustRislanca for insights, tips, and real stories from the world of content creation.#JustRislanca
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