How Pro Editors Sound Design $100K Broadcast Commercials

In this video, I break down the exact four-step sound design system I use on broadcast TV commercials with budgets of $100K and up. This is the same process I rely on every time I need sound design to feel polished, intentional, and truly “broadcast ready.”

For a long time, sound design was an afterthought for me. Like a lot of editors, I focused almost entirely on picture and assumed sound would magically come together later. That mindset completely changed after a mentor asked me to watch one of my “finished” cuts with the music turned off. Without the music, the edit fell apart—and that was the lesson. If your cut doesn’t work without it, it’s not ready.

Here’s the four-step system I walk through in the video:

1. Build the ambiance first
Every time I add a shot to the timeline, I ask one question: What is the sound of this shot? I almost always start with background ambiance. Even if production audio exists, it’s rarely enough. Ambiance creates a believable world and gives every scene a foundation.

2. Edit dialog and add room tone
I don’t start with dialog until the ambiance is in place. Once I’m cutting dialog or VO, I fill every gap with room tone. Silence is the enemy—room tone keeps edits invisible and natural.

3. Add specific sound effects to key moments
This is where scenes really come alive. Footsteps, fabric movement, leaves rustling—small, intentional sounds layered together make a huge difference. Individually they’re subtle, but together they sell the moment.

4. Add music with an emotional target
Only after the sound design works on its own do I bring music back in. I always start by asking what I want the audience to feel. Music should enhance the sound design, not replace it.

If you follow this order, your sound design will feel more professional, more cinematic, and far less stressful to build.