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Practical guides: marketing, web, e-commerce and AI in Morocco · Practical guide

Producing a commercial video: steps and budget

Producing a commercial video goes through seven steps: brief and measurable objective, a 30 to 60 second script, storyboard, casting and location scouting, shooting over one or two days, post-production (editing, sound, colour grading, versions) and then distribution. Allow four to six weeks of preparation and a budget of 25,000 to 150,000 MAD depending on the production level, excluding media buying.

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A successful commercial video isn't the one that impresses most, but the one that carries a single message on the right medium. The difference between a useful production and a disappointing one almost always comes down to what happens before the camera is switched on. ## The brief before the budget Ask for a quote after writing the brief, never before. A provider who quotes without a brief proposes the film they know how to make; a provider who has understood the objective can propose the most economical film to achieve it. ## The deliverables that change everything The same shooting day produces the website film, the 30-second version for YouTube and the verticals for Meta. If these versions aren't in the contract, you will have to go back to post-production and pay a high price. ## Measuring the return Before producing, set the indicator: full views on YouTube, conversion rate of the page hosting the video, number of enquiries. A commercial film is an advertising investment: it is judged on what it brings in, not on its beauty.

When this guide is for you

  • You are launching a product or a brand and need a video that demonstrates
  • Your existing corporate film doesn't convert on your website or in your ads
  • You are preparing a TV, cinema, YouTube or social media campaign
  • You want to compare several providers with a clear specification

Step by step

  1. Write the brief before the script — Objective (sales, awareness, recruitment), audience, single message, target duration, distribution channels and success indicator. A one-page brief aligned with the provider avoids three rounds of revision.
  2. Choose the duration according to the channel — 15 seconds for a repeated paid ad, 30 to 60 seconds for a website film, 90 seconds for a brand presentation. Write the script for the shortest duration, then adapt it.
  3. Script and storyboard — A sequence of shots with what is seen, heard and said. A storyboard of six to twelve frames is enough to validate the sets, actors and pace before spending on shooting.
  4. Organise casting and location scouting — Choose actors or colleagues, secure the location, check lighting and noise, obtain filming permits. One day of scouting saves one day of shooting.
  5. Plan the shooting day — An hourly schedule, one or ideally two cameras, a boom operator. Allow time for variations and cutaway shots: editing is done with what has been filmed.
  6. Require the complete deliverables — In post-production, ask for: HD or 4K master, 16:9, 1:1 and 9:16 versions, 30- and 15-second versions, subtitles, soundtrack and music rights. These elements cost little in pre-production and a great deal afterwards.
  7. Distribute and measure — Plan the launch for delivery: website, YouTube, ads and social media at the same time. An ad with no media plan is a film that's dead on arrival.

What it costs (in MAD)

ServiceIndicative priceGood to know
Simple commercial video (1 day)25,000 – 45,000 MAD (≈ 2,300 – 4,100 €)Light crew, 1-2 actors, one set, editing included
Mid-range production (2 days, storytelling)45,000 – 90,000 MAD (≈ 4,100 – 8,300 €)Several sets, casting, bespoke music, light motion design
High-end production90,000 – 150,000 MAD (≈ 8,300 – 13,800 €)Full crew, vehicles, effects, studio, multiple versions
Script and storyboard4,000 – 15,000 MAD (≈ 370 – 1,400 €)Included with some providers, to be quoted separately
Music and rights1,500 – 10,000 MAD (≈ 140 – 920 €)Royalty-free music is cheaper, original music more expensive

Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.

Mistakes to avoid

  • Writing the script after choosing the location: the location imposes constraints that spoil the idea
  • Planning a single version: vertical and short formats are necessary and can be filmed at the same time
  • Negotiating the shooting price and discovering the cost of music rights after delivery
  • Delivering without a media plan: the best video is useless if it isn't seen at the right time

Frequently asked questions

How long does a commercial video take?

Two weeks for a simple production, four to six weeks for a film with casting, sets and storytelling. The timeframe is mainly extended by validating the script, not by shooting.

Can you shoot with a phone?

Yes for a social format or a testimonial, with good sound and careful lighting. For a TV or cinema ad, image quality and sound handling require a real crew.

What should the contract with the provider contain?

The number of versions, the duration of each edit, the revisions included, the rights (duration and distribution media), the music, the subtitles and the files handed over. The tenth sticking point is always the use of the footage.

Do I need a professional voice-over?

For a commercial film on a website, yes: a poorly delivered voice immediately gives away amateurism. Allow one voice per language version and per duration.

Where can I save money without losing quality?

Reuse the same character and set for several videos, shoot several formats on the same day, and choose well-selected royalty-free music. On the other hand, avoid saving money on sound.

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Video productionMotion designYouTube AdsCharte graphique All our guides

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