Read this article about how to create a good commercial.



Video Production Rubric


Failed to Meet the Standard

Nearly Met the Standard

Met the Standard

Exceeds the Standard


Point Value –>







There is no evidence of a storyboard or script. Sketches are not in a logical sequence and do not provide complete descriptions of the video scenes, audio background, or notes about the dialogue. Sketches include text for each segment of the presentation, descriptions of background audio for each scene,  and notes about proposed shots and dialogue.

All scenes are organized and numbered in a logical sequence.

Sketches illustrate the video presentation structure with detailed descriptions of each scene. Proposed transitions, special effects, sound and title tracks. Proposed dialogue/narration text are included. All scenes are numbered, in a logical sequence.


The content lacks a central theme, clear point of view and logical sequence of information. Much of the supporting information in the video is irrelevant to the overall message. The viewer is unsure what the message is because there is little persuasive information and only one or two facts about the topic. Information is incomplete, out of date and/or incorrect. The content does not present a clearly stated theme, is vague, and some of the supporting information does not seem to fit the main idea or appears as a disconnected series of scenes with no unifying main idea. Information is presented as a connected theme with accurate, current supporting information that contributes to understanding the project’s main idea. The content includes a clear statement of purpose or theme and is creative, compelling and clearly written. A rich variety of supporting information in the video contributes to understanding the project’s main idea.


The graphics and/or animations are unrelated to the content. Graphics do not enhance understanding the content, or are distracting decorations that detract from the content. Some of the graphics and/or animations seem unrelated to the topic/theme and do not enhance concepts. The graphics or animation visually depict material and assist the audience in understanding the flow of information or content. The graphics and/or animation assist in presenting an overall theme that appeals to the audience and enhances concepts with a high impact message. Graphics explain and reinforce key points during the presentation.


The audio is cut-off and inconsistent or overpowering The audio is inconsistent in clarity (too loud/too soft/garbled) at times and/or the background audio overpowers the primary audio. The audio is clear and assists in communicating the main idea. The audio is clear and effectively assists in communicating the main idea. Background audio is kept in balance.

Camera Techniques

Many shots are unfocused and poorly framed. Excessive panning and zooming distracts the viewer. Some shots are unfocused or poorly framed. Most shots are clearly focused and well framed. All shots are clearly focused and well framed. The camera is held steady with few pans and zooms. Close-ups are used to focus attention.



Video completely lacks any continuity. Clothes change, settings change, props change and none of the changes were supposed to happen. Video is lacking some continuity. Clothing or props might change a couple of times, but now scene changes and nothing impressively obvious. Video has continuity for the most part. Clothes, scenery and props do not change, but lighting, sound may fluctuate. Perfect continuity. Everything flows from scene to scene exactly as it should.


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