A commercial is not a long ad cut down, and a short film is not an ad stretched out. Both are easier to make when the shoot is planned from the edit backwards.
Start from the edit
Write down how the finished film should feel, then list the shots it needs. Everything else on the day is in service of that list.
Shot lists and lighting continuity
A good shot list keeps every setup purposeful. Matching light between shots saves hours in the grade and keeps the film looking like one piece.
Audio
Capture clean sound on set, even when the final track will be music. It rescues more edits than any plugin.
Deliverable formats
Decide the formats before you shoot: horizontal for the site, vertical for social, and cut-downs for ads. Frame for all of them.
A one-page production checklist
The goal of the film, in one sentence.
The shot list, in order.
Locations, permits and access.
Crew, kit and call times.
Audio plan.
Deliverables and dates.