COMMERCIALS
Concept, production and post on one schedule — generative and practical craft mixed until the seam disappears.
THIRTY SECONDSSOMEONEDOESN’T skip.
PlayLab produces commercials and campaign films for brands — concept, direction, production and post in one studio, with a generative pipeline that makes impossible or uninsurable images achievable on a real schedule.
A commercial is not content. It is a small film with a job, and the job is easier when the film is worth watching twice. We write, direct and finish it inside the studio, so the idea never gets diluted on its way through four vendors.
Hero film
One film that carries the idea. Written, boarded, art-directed and graded as a single authored object.
Campaign platform
A visual language that survives being cut to fifteen seconds, six seconds, and a still frame in a feed.
Cutdowns and variants
Regional, product and channel versions produced from the same grammar, without the look drifting.
Impossible production
Locations that do not exist, scale that cannot be rigged, weather that will not be scheduled. Made anyway.
Idea
One sentence a client can repeat from memory. Everything else follows it.
Board
Frames before pixels. We agree on the film before it is expensive to change.
Direct
Generation is a camera department, not an author. Every frame is chosen.
Finish
Grade, sound, cutdowns, delivery specs. The part nobody posts about.
The claim
One thing the spot has to make people feel. Written before anyone opens a moodboard.
Concept
Two or three real routes, each with its own image logic — not the same idea in three colourways.
Production
Generative and practical production run together on one schedule, with one director's eye across both.
Post
Cut, sound design, grade, versioning. Six-second, fifteen-second and full-length are cut as one job.
Roll out
Platform masters, captions and a usage kit so the campaign holds together after we leave.
NO DECK.NO PITCHTHEATRE.
- Campaign or single spot
- 3 – 8 weeks
- A media plan and a date
- What size of brand do you work with?
Independent companies through to funded ventures and established brands. The constraint is the ambition of the idea, not the size of the logo.
- How fast can a commercial be delivered?
A generative pipeline removes the location, crew and weather dependencies that set most schedules, so campaign films typically land in weeks rather than quarters.
- Do you handle the whole campaign or just the film?
Either. We can deliver a single hero film or the full set — hero, cutdowns, verticals, stills and the site the campaign points at.