4 Simple Editing Tricks That Made This Commercial Work

Great editing isn’t about one massive choice—it’s about stacking a bunch of small, intentional ones. In this video, I walk through four subtle but powerful techniques that made a recent commercial work. I’m joined by veteran director Scott Rice, and together we break down how we approached this project from the edit bay.

1. Reaction Shots That Land the Joke
We went big with the wife’s reaction in the spot—not subtle, not medium, but big. And that’s because reaction shots, especially in comedy, often carry the real punch. It’s not just the joke—it’s how the other character reacts that gets the laugh. We tested multiple takes and picked the boldest one because it worked best in context.

2. Sound Design as World Building
The commercial opens with the family watching a war movie. We used sound effects—like distant explosions—to build that TV world without ever showing the screen. Later, cricket sounds quietly signal that time has passed. These small choices ground the scene and give it texture.

3. Smart Use of Music
We dropped in classic war-era score music to match the TV’s vibe. But the clever part? We timed a dramatic swell right when the wife reacts, shifting the music from background (diegetic) to score (non-diegetic). It helped elevate the comedy and emotional impact of that moment.

4. Comedy-Driven SFX
Lastly, we added a subtle couch squeak when the wife scoots away from her husband. It’s simple, but it punctuates the awkwardness perfectly. Little sound effects like that can give a scene just the right comedic edge.

And note these tricks aren’t just for commercials—they can enhance your own edits too.