Winning Commercial Briefs with Detailed Bid Packages
A successful commercial production is a mix of art, and science. The perfect bid package is a compliment of creative ideas paired with a thoughtful production approach. The bid should accurately reflect the resources needed to bring that vision to life.
As a whole, the bid package is compromised of four key documents:
- Directors Treatment
- Bid
- Bid Letter
- Bid Calendar
What is the Director’s Treatment?
Simply put, the treatment is the creative vision. A collection of ideas and images outlining the vision for the campaign.
A detailed treatment will include:
- Casting References
- Cinematography Ideas
- Lighting Outline
- Location Ideas
- Script Suggestions
The treatment is what sets creatives apart. Don’t be afraid to be bold.
How to Craft Your Bid.
Spend time on your bid. Your cost outline should be a true reflection of the creative your team has shared.
In commercial & advertising production, most agencies and clients expect the bid to be shared using the AICP (Association of Independent Commercial Producers) template. Of course, some liberty can be taken between line items, however this template is a useful device for outlining and actualizing your costs. Included in the bid, you’ll estimate:
- Labor, prep days / wrap days + shoot days
- Pre Production Expenses, including casting and location scouting expenses
- Location Expenses, which may include location fees, trucking, catering & craft service
- Props / Wardrobe / Set Dressing, along with any ancillary costs one might encounter, such as trucking for those items, or kit rentals
- Studio Expenses, if shooting in studio, outline the costs for the rental along with any power charges or studio manager day rates.
- Art Department Labor
- Equipment, including camera, lights, grip, production supplies and any other general equipment need
- Creative Fees, which may include director rates, or photographer rates and usage.
Be sure to apply a markup (production fee) to applicable sections. Some clients may require certain categories to be marked-up at different rates. These varying production fees should be discussed with the client or agency.
Writing Your Bid Letter.
The bid letter is the blueprint to your shoot. It’s an opportunity for the production to outline how they will execute the creative vision of the director or photographer. Details should include:
- # of Shoot Days
- Location Information
- Art Department Approach
- Technical Approach (including # of Cameras or Specialty Equipment)
- Casting Plan
- Travel, if Applicable
Your Bid Calendar.
A successful commercial shoot is all about collaboration. Drafting a detailed bid calendar ensures that all parties involved in the production are in sync and working toward the same goal.