With so much discussion about AI's ability to produce professional-quality marketing videos, here's a glimpse into how traditional TV commercials are created - and why.
While AI has undoubtedly made video production more accessible and cheaper, I believe the real value still lies in the thinking behind the work. The concepts, strategic insights, creative problem-solving and collaborative decision-making that shaped these productions are what made them successful. AI can help execute ideas brilliantly - but creating ideas that truly connect with people is a very different, human-centric challenge.
On this page I am showcasing some of the many TV commercials I have led from concept to completion, from the perspective of how they were made.
In each TVC featured here, I was the driving creative force behind the production - developing the initial concept, creating the storyboards, presenting and securing stakeholder buy-in, planning the production with the film crew, scouting locations, overseeing casting, selecting wardrobe, hair and makeup, collaborating with the director and DP on set, and supervising post-production, including the final edit, colour grading, and music selection.
Where productions involved brand ambassadors - such as football stars Simon Kjaer and John Arne Riise, or American soap star heartthrob Ronn Moss - my role also extended to working closely with the talent to understand what they were comfortable with, coordinating with their management and PR teams, and conducting market research to assess their appeal and effectiveness with the target audience. Good luck getting Runway or Google VEO to do that...
DANISH SPORTING LEGENDS COMBINED IN LAVISH TVC FILMED IN SEVILLE
This behind the scenes was created over a two day film production in Seville, where we were shooting a brand ambassador TVC featuring Danish national squad captain Simon Kjaer, with a surprise cameo appearance by Danish middleweight world Champion Mikkel Kessler.
As extra material we also filmed a Q&A session between the two sporting legends.
UPTEMPO TVC FOR NORWEGIAN MARKET
This vibrant TV commercial for Nasa Brands was designed to create an energetic and positive emotional response, with every aspect of the production carefully considered - from model selection and colour-coordinated styling to the choice of music.
Filmed at Studio Seven in Malta with a combined Maltese and Swedish crew, the production incorporated parallel film and still photography shoots across two floors over the course of two days. Careful planning and coordination were essential, ensuring each model moved seamlessly through the various stages of preparation, photography and filming while keeping the production running efficiently.
A FOOTBALL LEGEND REFLECTS ON THE GOAL THAT CHANGED EVERYTHING
Created for Betsson in 2019, this emotive TV commercial features Norwegian football legend John Arne Riise reflecting on the single goal that has remained his defining career memory. Through powerful storytelling and cinematic visuals, the film captures the emotion behind a moment that has never left him. Filmed at the Malta National Stadium, with extras from the junior national squad.
THE 'WHY WAIT TO CELEBRATE' SERIES OF NORDIC FOOTBALL TVCS
NordicBet Denmark wanted a series of TV commercials that showcased the speed of its payouts on winning bets. My concept focused on the absurdity of waiting days to receive your winnings after your team had already won, when NordicBet could have the money in your account in as little as 15 minutes - allowing you to celebrate while the excitement was still fresh.
The campaign was developed as a series of four TV commercials and was subsequently adapted for use across the Nordic market.
Each production focused on a different aspect of waiting to celebrate, where frustration was the common denominator for players and spectators alike. In this version, players were kept waiting on the pitch for a VAR decision which never seemed to come, and how they chose to fill their time. Filmed at various football clubs and stadiums around Malta, with a crew comprising Maltese, Italian and Swedish professionals.
The final film focused on how many stadium hotdogs a fan would probably consume if they had to wait for days to celebrate a team win - and how quickly they would tire of the taste. Filmed over 24 hours at Malta's National Stadium and National Football Centre.