Best Video Editing Process Explained (Real Commercial Breakdown)

In this video, I break down my five-step editing process using a real commercial I cut with veteran director Scott Rice. It’s the same framework I’ve used for over 20 years on big-budget TV spots, and I believe that using it will sharpen your edits instantly.

Watch as we unpack each step while showing exactly how it plays out on screen:

• Emotion: We start here because everything else—story, pacing, sound, action—should support how you want your audience to feel. This spot swings between heartfelt moments and horror-movie tension. That emotional contrast? Totally intentional.

• Story: Even in a 30-second ad, we follow a clear three-act structure. Each 7–8 second beat shifts the narrative, guiding the viewer through an emotional arc and delivering the message with a punch.

• Rhythm: Despite the genre shift, the pacing stays consistent; that was key. A steady rhythm tied the two contrasting worlds together into one seamless experience.

• Sound: This spot lives and dies by its sound design—from ambient birds and nighttime crickets to a parrot screaming. We even shot the parrot in slow motion just to stretch the timing for a perfectly timed scream gag.

• Action (in/out points): Every cut matters. When the parrot turns its head before screaming, that tiny bit of movement replaces the need for another shot. Such decisions elevate the rhythm and punchlines.

These five elements are what we use on every commercial. Nail them in this order, and you’ll go from just cutting footage to crafting powerful edits.