A political ad has to make its point in 30 seconds, meet disclaimer rules, and arrive at the station or platform in the right format, on time. This guide walks through how a campaign ad actually gets made, from the first script draft to the file that airs, for Michigan campaigns of any party and any size.
If you're still choosing a production partner or building your election calendar, start with our guide to hiring a political campaign video production company in Michigan. This article picks up once you're ready to make ads.
Step 1: Script and plan before you book a camera
The costliest mistakes happen before the shoot, while the script is still vague. Good pre-production covers:
- One message per spot. A 30-second ad can carry one idea well. If you have three issues, plan three spots, not one crowded one.
- Script and storyboard. Write the voiceover and on-screen text together, and sketch the shots.
- Versions from the start. Decide now which lengths you need (for example 30 and 15 seconds for TV and streaming, and short vertical cuts for social) so every scene is shot to work in each one.
- Space for the disclaimer. Leave time and screen space for the "paid for by" line in every version. Squeezing it in at the end often means re-editing.
- Approvals. Name one decision-maker on the campaign side, and decide who does legal or compliance review. Slow approvals, not slow editing, are the most common cause of late ads.
Step 2: Shoot once, use it everywhere
Campaign budgets go further when one shoot day produces material for many ads. A well-planned day can capture:
- The candidate on camera, speaking to the lens and in natural moments
- Testimonials and endorsements from local residents, business owners, or community leaders
- B-roll of the district: neighborhoods, main streets, schools, workplaces
- Aerial footage, where it's allowed and safe to fly
- Material for vertical social video, shot or framed so it can be cropped to 9:16
Think of it as a footage bank you can draw on for new ads all season.
Directing the candidate matters. Many candidates are great in person and stiff on camera. Short takes, a clear goal for each line, and a calm director make a big difference.
Step 3: Edit for the medium it will run on
The same footage becomes different ads depending on where it runs.
Broadcast and cable TV
TV spots are usually built as 30s, with 15s versions. Stations and cable systems each set their own technical requirements for files, such as format, audio loudness, slates, and how the file is delivered. Your production company should confirm those specs with your media buyer before the final export, not after. Visual Lion has produced many broadcast and cable TV ads and delivers masters to the specs each outlet asks for.
Streaming (CTV/OTT)
Streaming ads play full-screen on smart TVs, so they need TV-quality masters, usually in the same 15- and 30-second lengths, delivered to each platform's requirements.
Social and digital
Social video needs a different edit, not just a resized TV spot:
- Vertical (9:16) and square versions for feeds, Reels, Shorts, and Stories
- Burned-in captions, because many people watch with the sound off
- A strong opening in the first second or two
- Shorter cuts, such as 6-second bumpers and 15-second spots
Most major platforms also require political advertisers to complete an authorization process before ads can run. Start that early so approvals don't hold up launch.
Step 4: Disclaimers and paid-for-by basics
Every paid political ad needs a clear statement of who paid for it, and the exact requirements depend on the race and the sponsor:
- Federal races (U.S. House, U.S. Senate, President) follow Federal Election Commission rules. See the FEC's advertising and disclaimers guidance.
- State and local races in Michigan fall under the Michigan Campaign Finance Act. Among other things, it requires paid radio and TV ads to identify who paid for them. Ads not paid for by a candidate committee may need additional wording, and the Secretary of State publishes rules on size and placement.
- Broadcast stations and cable systems also have their own obligations under Federal Communications Commission rules, including on-air sponsorship identification and public political files.
- AI-generated content. Michigan law also requires a disclosure on paid political ads that were generated in whole or substantially by artificial intelligence.
These rules are detailed and they change. We don't give legal advice. Have your campaign's attorney or compliance lead review the disclaimer on every final cut, in every language version, and check current guidance from the Michigan Secretary of State.
Step 5: Reach voters in their language
In Dearborn and much of Metro Detroit, many voters are more comfortable in Arabic. Other communities across Michigan speak Spanish and many other languages. Multilingual ads work best when they're planned from the start:
- Write, don't just translate. A line that works in English may fall flat when translated word for word. Have a native speaker adapt the script.
- Record on-camera lines in both languages when the candidate or a messenger can deliver them naturally.
- Choose subtitles or voiceover per platform. Subtitles often work well on social. Voiceover or on-camera delivery may work better on TV.
- Translate the disclaimer too, and have compliance review each version.
Visual Lion produces campaign video in English and Arabic, with other languages on request. On the Hammoud for Mayor campaign in Dearborn, we produced ads in multiple formats, including Arabic-subtitled video for Arabic-speaking voters.
Step 6: Build a rapid-response plan
The last weeks of a race move fast. A debate moment, a new endorsement, or an attack ad can call for a same-week response. Campaigns that respond well usually set things up in advance:
- Keep a footage bank of the candidate, district B-roll, and approved graphics ready to use.
- Pre-approve templates for response ads, including the disclaimer, so only the message changes.
- Agree on a fast review path, with one person who can say yes at night or on a weekend.
- Keep the crew on call for events, rallies, and debate nights, with editing ready for same-day social clips.
This is the kind of work we did for the Michigan Democratic Party, producing more than 20 videos, including coverage of the 2024 Democratic National Convention and a rally headlined by President Barack Obama. Read the Michigan Democratic Party case study.
Frequently asked questions
How long does it take to produce a political TV ad? It depends on the script, the number of locations, and how fast the campaign reviews cuts. A simple spot using existing footage can move quickly. A new concept with a fresh shoot needs more time. The biggest factor is usually approval speed, so plan for review time as well as production.
What's the difference between producing for cable and for social media? Cable and broadcast spots are usually 30 or 15 seconds, widescreen, and delivered to each outlet's technical specs. Social ads need vertical and square versions, burned-in captions, and a strong opening because many viewers scroll past or watch muted. One well-planned shoot can supply both.
Do political ads in Michigan need a "paid for by" disclaimer? Yes. Paid political ads need to identify who paid for them. The exact wording and format depend on the race, the sponsor, and the medium, under FEC rules for federal races and the Michigan Campaign Finance Act for state and local races. Have your campaign's attorney or compliance lead review every final version.
Can you produce campaign ads in Arabic? Yes. Visual Lion produces campaign video in English and Arabic, including on-camera direction, voiceover, and subtitles, with other languages on request. We work with campaigns in Dearborn, Detroit, and across Michigan.
Do you work with campaigns from any party? Yes. Visual Lion works with political campaigns of any party, from local races to statewide campaigns.
Plan your next ad with Visual Lion
Visual Lion is a Detroit video production company, founded in 2009, that produces political ads for campaigns across Metro Detroit, Dearborn, and all of Michigan. We handle scripting, filming, editing, broadcast and cable delivery, social cutdowns, and English and Arabic versions, and we stay on call for rapid response.
See our political campaign video production services, or contact us to plan your next spot. Call (313) 442-3633 or email moe@visuallion.us.