How Pro Video Editors Build Sound Design for Commercials (In-Depth)

Great sound design can make a commercial—but where do you even start? In this video, I sit down with seasoned commercial director Scott Rice to break down how pro editors approach sound design specifically for commercials—and why it’s just as essential as the cinematography.

We talk about how sound design isn’t something you tack on at the end—it starts as soon as you read the script. We share how we think in sound from day one, using it to build tone, theme, and even world-building , especially when budgets limit what you can show visually.

Some key takeaways we dive into:

• Think beyond what’s on screen: Use ambient sounds to suggest scale—like a crowd you never actually see.

• Sweeten the details: From coffee cups to footsteps, layering and enhancing everyday sounds makes scenes feel cinematic.

• Comedy lives in sound: A well-timed slurp or button click can make or break a punchline.

• Use aural motifs: Just like visual callbacks, recurring sounds can support storytelling in subtle, powerful ways.

• Brainstorm first, edit second: Before diving into your sound library, stop and imagine what you want the scene to feel like.

We also walk through a creative sound exercise using a stylized anti-drinking PSA we worked on together—no sound at first, just riffing on what we imagine we’d want to hear. It’s a great way to train your ear and start designing sound with intention.

Finally, I share my process: build your first sound pass right alongside your first rough cut, and revise sound as you revise picture. Treating sound as a living part of the story—not an afterthought—is how you bring your edit to life.

Happy editing!

Austen is an ADDY award-winning film & commercial editor with over 20 years of experience. He has worked with global brands like Meta, KPMG, SAP, and Christianity Today. His PSA work has championed causes like school safety (with Matthew McConaughey), driving safety, and anti-tobacco. A thought leader in the editing field, his online lessons quickly amassed over 100K views after launch.