Shoestring Budget TV Commercial

In this session, I’ll walk through the process of creating an effective commercial with no budget — using entirely existing footage — and how I ultimately got it aired during university football games.

I’ll start with the strategic foundation: defining the goal, identifying the target audience, and shaping a message that would resonate in a high-visibility setting. From there, I’ll break down how I developed the concept, built a compelling narrative from archival and existing video assets, and structured the edit for maximum emotional and visual impact.

I’ll share practical insights into scripting, pacing, music selection, and editing decisions that elevated the piece without requiring new production resources. The session will also cover the distribution strategy — how I built internal alignment, navigated approvals, and secured placement during football broadcasts.

The format will combine short talk segments, clip breakdowns from the commercial itself, and interactive discussion. Attendees will leave with a practical framework for turning existing content into high-impact storytelling — and a roadmap for getting that content in front of large, meaningful audiences.