What I Learned From Producing Two Super Bowl Commercials

Producing a Super Bowl commercial is an unforgettable experience, filled with high stakes, big expectations, and countless moving parts. Having had the opportunity to produce two of these iconic ads, I walked away with some key lessons that transformed not only how I approach big projects, but also how I run my video production business day-to-day. In this blog, I’m excited to share the top three things I learned from creating Super Bowl commercials, and how these insights can apply to any project—whether you're working on a major ad campaign or just starting your own production company.

1. Organization and Communication Are Everything

The first and perhaps most important lesson I learned was the critical importance of organization and communication. With so many moving pieces—different locations, complex logistics, and large teams—keeping everyone on the same page was essential.

For one of our Super Bowl ads, we needed to bring a huge bus into a studio. Not only did we have to figure out whether the bus would even fit, but we also had to coordinate with various vendors and teams to get it there on time. The key to making this happen? Over-communicate and plan every detail.

When everyone shows up on set knowing exactly what to do, things flow smoothly. There’s no guesswork, and time isn’t wasted. People know the schedule, what the story is, and, yes, even when and what we’re eating. This level of organization allows the team to focus on creating the best commercial possible, instead of getting bogged down by logistical hiccups.

2. A Specialized Team Makes All the Difference

When I started out in the video business, I was a one-man band. I did everything myself—filming, editing, lighting, you name it. But producing Super Bowl commercials showed me the immense value of working with a specialized team.

When everyone on set is an expert in their field—whether it’s the cinematographer, the grips, the gaffers, or the art department—the quality of the production skyrockets. For example, one of our art directors added a brilliant touch to a scene by using a special spray to create frosted windows, giving the illusion of ice and winter, even though we filmed it in the fall.

Having a team of specialists not only elevates the final product, but it also allows me to focus on directing and ensuring that all the creative elements come together seamlessly. Letting people do what they do best, without micromanaging, is key to producing something truly amazing.

3. Collaboration Sparks Creativity

The beauty of having a team isn’t just about efficiency—it’s also about creativity. When you bring together minds from different backgrounds and specialties, you get a rich mix of ideas that can take your project to the next level.

Even though we went into production with a clear plan and a detailed shot list, some of the most impactful moments in our Super Bowl commercials came from spontaneous tweaks on set. Whether it was adjusting the lighting or adding a subtle sound effect, these small changes made a huge difference in the emotional resonance of the final product.

Collaborating with a team allows for these creative breakthroughs. When everyone’s working toward a common goal and feels free to share their ideas, the result is something greater than the sum of its parts.

Reflecting on the Journey

These three lessons—organization, specialization, and collaboration—are not groundbreaking, but they’ve been fundamental in shaping how I approach video production. Whether you’re just starting out as a one-person operation or working on large-scale productions, these insights can help streamline your process and elevate your work.