Commercials in Gothenburg – How it works
What does the process look like when making a commercial?
Commercials require a different pace than corporate films. They should be clearly planned, but feel easy to handle. For Göteborgfilm, it's about keeping the process simple but sharp — the right energy, the right pace, the right focus.
1. Idea and concept
It all starts with the direction: what the film should say and how it should feel and how the brand is perceived .
Three things govern everything:
• the purpose
• the target group
• the feeling
This is also where it is decided whether the film should be calm, fast, stylish, playful or more documentary.
2. Script and planning
In commercials, the script is often short and to the point — as few scenes as possible, but as good as possible.
The planning consists of:
• choice of environments
• which moments need to be filmed
• logistics
• light and imagery
• any people in front of the camera
At Göteborgfilm, this is often the most crucial phase — a good commercial is almost always the result of choosing to eliminate more than you chose to include.
3. Recording
The important thing here is pace. Shorter, more focused scenes, greater attention to detail and lighting. We often film both main scenes and short micro-details — hands, materials, movements, lighting, textures — things that build emotion without taking focus.
For Göteborgfilm, recording is a balance between precision and ease — capturing the right emotion at the right moment.
4. Clipping and expression
Commercials are cut differently: faster, cleaner and more rhythmic. Here it is set:
• tempo and pace
• colors and contrast
• music or silence
• text tiles
• aspect ratio adjustment (16:9, 9:16, square)
The editing determines the expression, and at Göteborgfilm we always adapt the form to the channel where the film will work best.
Commercials must work in feeds where the viewer decides in a tenth of a second whether the film is worth their time.
5. Delivery and format
A commercial is always delivered in multiple versions — often different lengths, silent variants and formats for Instagram, YouTube, LinkedIn and the web.
It is the versions that make the film effective, not just the main film. That is why Göteborgfilm always delivers material adapted for all relevant platforms.
How much does a commercial cost?
It depends entirely on the scope.
• A short promotional film can be made quickly and effectively.
• A larger launch film requires more scenes, more light, more time.
It's not about big production — it's about the right production. At Göteborgfilm, we always start from what is actually needed for the film to perform in its channels.
How long should a commercial be?
As a basic rule:
• social media ads: 6–20 sec
• promotional film on the web: 10–30 sec
• larger launches: 20–45 sec
Commercials are a format where every second actually counts - something we at Göteborgfilm always take into account in our planning.
Common mistakes in commercials
From experience:
• too much information
• unclear message
• too long movie
• no versions for different platforms
• too similar to a corporate film — loses pressure
A commercial should feel precise, not extensive. Göteborgfilm often helps companies scale down the message so the film gets the right press right away.
Checklist before ordering a commercial
✔ What is the main message?
✔ What feeling should the film have?
✔ What is the most important moment in the film?
✔ Who is it aimed at?
✔ Where will it be published?
✔ What format is needed?
✔ Which scenes are absolutely the most important?
The more targeted, the better the results — and the easier the process becomes together with Göteborgfilm.
Summary
Commercials are a fast, clear and visual tool for driving attention and creating results — especially in a city like Gothenburg where the environments are so varied and the stories so many. When the film is clean, focused and simple in its idea, it works. And when it works, you can feel it immediately. - That's exactly the type of commercials Göteborgfilm produces.
What is a commercial?
A commercial is a short, clear and visually well-thought-out film that has a single purpose: to make the viewer react. It can be a campaign film, a product film, a brand film or an idea-driven story. Unlike a corporate film, which is often broader, a commercial is more concentrated. It should get attention quickly, land its message directly and feel obvious in the context in which it is to be published. At Göteborgfilm, we always work with that focus in mind — clarity first, everything else later.
Why do companies in Gothenburg make commercials?
Gothenburg is a city with many industries that need clear and fast messages — everything from tech companies that want to launch features, to restaurants, retail, industrial companies and real estate players.
Commercials are used when you need to:
• capture attention on social media
• launch a new product or service
• drive traffic to a campaign or landing page
• create a visual expression that stands out
• strengthen the brand in a shorter format
For Göteborgfilm, it is clear that companies choose commercials when they want to reach out quickly and visually, without compromising on quality.
Gothenburg's environments also make the job easier: urban pulse, coast, forest, industry — everything is within 20 minutes.
What types of commercials are there?
Commercials can be many things, but a few formats recur:
• Promotional film – built for advertising and social media.
• Product film – focus on function, quality and feel.
• Brand film – story, mood and identity.
• Launch video – news, updates and “now it's happening” material.
• Experience film – restaurant, store or environment-based content.
At Göteborgfilm we work with all these formats, but based on the same principle: clarity. A commercial shouldn't try to do everything — just do the right thing.
