The commercial is approved once and delivered in six durations, three languages and several formats. Play organises that chain and keeps every version with its approval.
LITE plan free forever. The agency and the media team join without taking a licence.
Updated: September 2026
This page explains how a commercial gets made and why the work does not end when the cut is approved. One shoot produces versions by duration, by market, by language and by placement, each with its own delivery date and its own clearance. Play has two pieces that work separately or together: Play Platform, where that chain of versions stays ordered, approved and deliverable; and PLAY /Services, the team that produces from the creative to the delivery. You can start free with the platform alone.
The budget is approved for a shoot. The real work starts when twenty different files have to be delivered.
Sixty, thirty, twenty and ten seconds, in several languages, with and without the legal super, in horizontal and vertical. Each with its own naming and its own clearance.
Variants planned from the brief and produced from a single edit.
The legal text is decided late and forces the end cards of every version to be redone, exactly when there is no margin left before airing.
Legal inside the project from the brief, commenting on the piece itself.
Several almost identical cuts circulate by email and by transfer. Delivering the wrong file to a broadcaster is an expensive mistake and a hard one to undo.
Ordered versions with the approved one identified and its history behind it.
Shoot, talent, music, post-production and rights arrive in separate invoices over months, so the commercial's cost appears once the campaign is already over.
Budget, spend and purchase orders charged inside the project.
Play is a Production-Tech company: software and a production team in the same house. In this format the production weighs heavily, and the system keeps the delivery chain from getting out of hand.
Your agency or your production company produces, and you use Play to run the versions, the approvals and the deliveries in one place.
Free on the LITE plan
See Play PlatformYou commission the commercial from start to finish, with creative, shoot, post-production and every version budgeted from the outset.
Per project, on a transparent rate card
See PLAY /ServicesThe platform is your campaign system and our team produces inside it, with the cost and the status in plain view.
Platform included, production per project
Talk to the teamThe three ways are doors into the same place, and you can move between them without migrating anything. Most teams start at way 1 or way 2 and end up at way 3 once the content volume grows.
The line items that almost always get underestimated at the quoting stage.
| Stage | What it includes | Where it usually goes wrong |
|---|---|---|
| Creative | Concept, script, storyboard and key visuals. | Approving the idea late compresses everything that follows. |
| Pre-production | Casting, locations, permits, art and the shooting plan. | Permits and talent availability, which set the real date. |
| Shoot | Crew, direction, the shooting day and equipment. | Set expenses turn up weeks later in separate invoices. |
| Post-production | Edit, colour, sound, motion and music. | Music rights get settled late and hold up the air date. |
| Versioning | Durations, languages, supers and formats per placement. | The stage nobody budgets for, and the one that generates the most deliverables. |
| Delivery | Masters to each placement's spec and naming convention. | Sending the wrong cut, which is an expensive mistake to undo. |
What it takes for the delivery chain not to break.
Each duration and each language is a version with its own history, and the approved one is identified. No more doubt about which master is the right one.
The super and the claim get reviewed on the piece itself, by version, rather than in an email that arrives late.
Which master goes to which placement and when, in a view shared with the agency and with whoever buys the media.
Set expenses and purchase orders inside the project, not when the invoice arrives two months later.
Music, talent and locations with their licence stored next to the material that uses it.
The agency, the production company and the media team join without taking a licence, on every plan including the free one.
Creative, pre-production, shoot, post-production and delivery, with a single Account Manager from start to finish.
Durations, languages and formats go into the budget from the brief, rather than turning up as an extra at the end.
Local talent in more than 20 countries, with permits and logistics sorted, to shoot wherever the campaign asks.
Edit, colour, sound, motion and visual effects, plus hybrid AI production to scale variants.
The flow is the same whether you produce or we do. The only thing that changes is who carries out step 3.
You open the project and describe the need. KAMI AI helps turn it into a structured brief, with formats, markets and dates, so that everyone is working from the same thing.
This is where you pick a way: your team produces it, your agency does, or PLAY /Services does with local talent. If you commission it from us, you get a fixed quote on a transparent rate card before anything starts.
Shoot, edit and versions in the same project. Approvals happen through videofeedback and public links, with no email chains. If PLAY produces, your Account Manager oversees every stage.
The finished piece and the raw footage stay in your library, tagged and ready to reuse on the next campaign.
Recurring shoots across multiple European markets under one coordination system: Barcelona, Rotterdam, Manchester, Oslo, Warsaw, Dublin, Madrid, Istanbul, Lyon and Stockholm, among others.
A centralised system for creating content quickly and consistently across multiple formats, channels and locations in Spain, with a single point of contact adapting each message to its audience and platform.
The full case studies, with the detail of each production, are on the services page. Download the full case studies.
The platform is paid per workspace. The commercial is quoted per project, on a transparent rate card with the versions included from the start.
0 €
149 €/month /workspace
Custom
Access to Play Platform is included at no cost with every PLAY video production service. In other words: you can come in through the platform door and pay only for the software, or come in through the production door and take the software with it.
Annual billing works out at 10 months. Extra storage at 29 €/TB per month. In campaign work, PRO pays off through master volume and through control: 1 TB holds the rushes of an advertising shoot, and cost control stops the commercial's real cost appearing once the campaign is already over. See the full plan comparison.
It depends on the scope: concept, casting, locations, shooting days, post-production, music and number of versions. It is quoted per project on a transparent rate card based on real costs, with the durations and languages included from the brief rather than as a final extra.
Typically several durations, one or more languages, versions with and without the legal super, and formats per placement. It is the stage that generates the most deliverables and the one that gets budgeted least, so it is worth listing from the start.
With the version history and the approved one identified inside the project. The master sent to each placement comes from there, not from an email with three similar files.
As early as possible. If the super and the claim are reviewed on the piece from the first versions, there is no need to redo the end cards of twenty deliverables at the last minute.
Yes. PLAY /Services activates local crews in more than 20 countries with permits and logistics sorted, coordinated by a single Account Manager.
In your workspace library, with the music, talent and location licences stored next to the material that uses them. Reusing a take stops meaning hunting for the contract.
Open a free LITE workspace and put the next campaign's brief in it with the list of deliverables. Seeing the twenty versions written down before shooting changes the budget.
Several accounts, margins and extra capacity in campaign season
The sibling format, with a different relationship to the viewer
Supers, claims and rights, from whoever reviews them
Creative, global production and full post-production
Event filming with a local crew, fast aftermovie delivery and cutdowns for social.
Animated video production: when animating beats shooting, how the process works and what gets decided before starting.
Motion graphics production: explain data, processes and interfaces with templates that update without remaking the piece.
Video production for brands: use the platform free, hire production per project, or have it all integrated with one partner.
Get started
Open your workspace free and put the next campaign's brief in it with its list of deliverables. Seeing the twenty versions written down before shooting changes the budget.
No card required. Unlimited external collaborators on the free plan, and the platform included with every production service.