Storyboards help reduce risks during production, by providing a prototype of sorts. They give an idea of how all the complicated pieces will come together in the final shot, and whether a concept is on-message, without actually spending a whole heap of production budget on experimentation.

Many of us got into this industry to create great content for our clients and their customers.

Some of us love to work on the editing because it’s the final cuts that lead the viewer through the story. Some choose to direct because they know how to relate to actors and work with camera operators to get a great shot.

Others choose script writing because they are good with words and know how to write great dialogue the audience will relate to.

Storyboard artists belong in the middle. They are the bridge between creative and production and they can make production and post-production a whole lot smoother. Here are 9 ways in which they contribute to the entire TVC production workflow.

1: Does the concept work?

There might be a few great ideas and floating around. But which direction or treatment should you actually take to the client?

It’s always a good idea to flesh out a few of the concepts which you can present to the client. A storyboard artist will help draw out the details of your ideas, and you can quickly narrow down which concepts work, and which ones might be off-message. Your client will also have a better understanding of your vision and be able to make more informed choices.

2: Does the action work?

Working with the director and editor, a storyboard artist can draw and note all the pauses and actions in a scene. This gives everyone a good idea of how the commercial will flow as a whole. The storyboard itself works as a blueprint once you get on set, and can also help guide the editor once you get to post production.

3: Get the most out of your time

Timing is a critical part of TVC production. In 15 or 30 seconds, how do you get your key message across? Are the important visuals onscreen long enough for your audience to get the whole message?

Storyboards show you just how long certain details need to be on screen, whether it’s the latest offer as text, important actions that the actor is doing, or a longer product shot.

4: Are your punch lines funny?

Jokes or visual punch lines are a great way to get increased engagement with your TVC. But as every comedian knows, there is a certain amount of risk in trying to be funny.

With a storyboard, you lower the risk of the joke falling flat, since you can show it to the stakeholders or a test audience in a visual manner to make sure they are coming off as you expect.

5: Character choices

Sometimes you just need a particular character to really nail the concept. You’ve told the client that the character needs to be a fully moustached cowboy wearing a ridiculous hat. The client is hesitant because they just can’t see why it works. Use a storyboard artist to draw out the character, so your client can really see how it all comes together.

6: Experiment and pre-plan camera angles

What’s the visual difference between a high budget video and a low budget video? Camera angles. Use your storyboard artist to try some camera angle ideas.

Using a low angle is cheap because you just need to set the camera close to the ground, but it can add a ton of drama to a scene. Figure out the angles before you get on set, and you can even save on equipment hire: no need to hire a boom if you aren’t going to be using it!

7: Is the action too subtle?

It’s a fine line between obscurity and subtlety. Sometimes an action is too subtle for a commercial and you need to figure out if it’s going to work before you commit to it in the script. Your storyboard artist can draw these actions out and to help with the visualization of the scene. The actor can also examine the storyboard and make modifications to their acting or help you make modifications to her blocking so that the audience really sees what’s important.

8: See how the big-budget parts will work out

Your script calls for a race between two motorcycles through a downtown city. This is going to be complicated and very expensive, so you will need to get the most out of the allocated time. A storyboard helps you visualize it before you get on set, revealing any complications that may call for extra cuts, angle changes and extra equipment to really get the action across.

9: Lighting simulation

Dramatic lighting can ratchet up the production value without requiring a lot of money. Storyboards are more than just sketches: they can portray how the lighting will work on a scene.

Is the setting too mundane? Properly lit, it can be transformed into something magical, something sinister, something exciting. Keep your audience mesmerized, and use your storyboards to strengthen every frame of your TVC.

Storyboards aid in the planning of TVC production, as well as the process of creative negotiation. To get the most out of your storyboards, treat storyboard artists as partners. Bounce your ideas off them, and let them get to work in bridging the divide between the ideas in your head, and real-world execution.