What I Learned Editing $100K Broadcast Commercials

After cutting more than $10 million worth of broadcast TV commercials over the last 20 years, I learned something that surprised me early on: stacking more technical skills like color grading or sound mixing didn’t help me land higher-paying jobs. What actually moved the needle were five non-technical skills that high-end clients expect you to have.

Here’s what really matters if you want to break into six-figure agency projects.

1. Know the material inside and out
On low-budget projects, you’re often handed a pile of footage and told to “figure it out.” High-end jobs are the opposite. You get scripts, storyboards, and creative briefs—and ignoring them is a fast way to lose trust. Now, before I touch the timeline, I gather all the creative material, set aside focused time to study it, and make sure I can clearly explain the message and intent of the spot. If I can’t do that, I’m not ready to edit.

2. Focus on emotion, not just clean cuts
Early on, I spent 80–90% of my time obsessing over technical perfection. On high-end projects, that’s assumed. The real work is emotional storytelling. I start by asking what the audience should feel, then choose editing techniques that support that emotion. Technical polish comes last.

3. Bring ideas that elevate the spot
High-end collaborators don’t just want you to execute—they expect you to contribute creatively. The key is having ideas that add to the original vision, not fight it.

4. Know when and how to present those ideas
My approach is simple: the first cut is as scripted, as submitting this version shows respect. Then, in the next round, I’ll include a second cut with my creative ideas. This often leads to a stronger hybrid cut.

5. Learn to lead a post team
Trying to be an all-in-one editor actually lowered my rates. High-end projects hire specialists. What’s valuable is knowing how to collaborate with colorists, mixers, and post teams—and deliver a polished, broadcast-ready edit.

These five skills did more for my career than any plugin or technical upgrade ever could.