For as long as we’ve been in the business we’ve fought the idea that a DR spot couldn’t look as well-produced and professional as traditional advertising. To achieve this higher end look, we’ve always invested in state-of-the-art production technology, both in the shooting phase with high-end cameras, lighting and audio gear, but also with cutting edge editing equipment.
But the high-quality look of which we are very proud also relies on the decades we’ve put in to honing our craft and learning how best to put it to use. A key in direct response is showing off a product’s usefulness, and we pride ourselves on a strong understanding of how to create powerful product demos. Being certain the “before and after” shots are strong and convey clear comparatives is another aspect of the “creative” side of production. Other elements like proper casting and location are also critical to your spot’s success.
When it comes to post-production we work in near real time—via on-line digital posting of your commercial—which allows you to be involved in every step of the way. We are proud of our turnaround time. Our standard schedule for a high quality direct response short-form campaign from concept to delivery to the station is six weeks and of course we’ve done far shorter than that when our clients required it.
At the root of all of this is cost. Our efficiency allows us to charge less for a quality product. As one client said, “Sure, I can shoot it on either coast, but why overpay, when Paddock can deliver a great spot for a better value?”