Production Estimate
Where'd That
Come From?
Farmer Focus · 2027 Brand Spot · Prepared for Vokal
Three production tiers
Ed, Emily, and the Farmer Focus team,
Thank you for bringing this opportunity to us. That trust means a great deal.
We love this brand. A company that puts a farm ID on every package so people can see where their chicken came from is a company that cares about the same things we do: honesty, and doing the work properly. Helping tell that story once was a privilege. Being asked back is better.
This concept is a genuine pleasure. It is funny, it is warm, and it earns its message instead of announcing it. We have read the boards more times than we would like to admit.
What follows is our honest read of what it takes to make it well. We have been direct about every choice, because you asked us to be, and because that is how we would want to be treated.
We would love to make this with you.
Toby
This is a national commercial with a fixed story, four performers, a dog, live dialogue and a finished master. We would rather explain each department now than defend it later.
Why Indianapolis. We first priced this in the Chicago suburbs and the fully protected version landed well into six figures. Moving the shoot to the Indianapolis north suburbs brings it back inside a number we can stand behind without cutting what the film needs. Indianapolis crew and equipment rates are lower than Chicago's, we have strong working relationships in that market, and Indiana's rules for working with children are simpler. The location, the look and the creative do not change. What changes is the cost of getting there.
Talent. Four principals cast through Indianapolis and Chicago talent agencies, with a year of national connected television use.
Children and animals. A child and a dog on camera take extra care and extra hands, and the budget carries them. Indiana requires a parent on set for every minor, and that is built into the day.
Crew. A dedicated Director of Photography so the director can direct. A producer and a First Assistant Director to run the floor. A sound department, because every line is spoken on camera. Hair, makeup, and an art department that dresses the house to the light and bright brief.
Post. Finished masters for connected television, with cutdowns for digital and social.
The production fee covers overhead, contracting and payroll administration.
The creative does not change between these. What changes is how much of the day is protected, and how much depends on everything going right the first time. We recommend the fullest version and have priced it honestly. The other two are here so you can see, plainly, what comes out at each step down.
One shoot day. The approved boards, executed with the minimum that still finishes properly.
The leanest execution that still finishes properly. A dedicated Director of Photography, so the director is with the client and the performers instead of behind the camera. The items below are where this version stays lean.
| A1Director - Creative Development & Pre-Production Treatment, shot list, boards breakdown, creative calls, casting direction | 1 × 2 | $2,200 |
| A2Director - Shoot Day On-set direction, performance, client liaison | $3,000 | |
| A3Director - Travel Days Evansville to Indianapolis and home | 1 × 2 | $1,200 |
| A4Producer - Full Engagement Owns casting, deal memos, insurance certificates, schedule and the floor | $5,550 | |
| A6Production Coordinator Production book for client and agency, call sheets, comms, talent logistics | 1 × 2 | $1,100 |
| B1Director of Photography - Shoot Day Dedicated DP | $2,000 | |
| B2Director of Photography - Travel Days Out and home | 1 × 2 | $1,600 |
| B3First Assistant Camera - Shoot Day | $800 | |
| B4First Assistant Camera - Kit FIZ, monitoring, wireless video | $750 | |
| B5Gaffer - Shoot Day | $750 | |
| B6Grip Truck - 3-Ton Package Indianapolis rental house, frames, stands, rigging | $450 | |
| B7Key Grip - Shoot Day | $700 | |
| B8Grip / Production Assistant - Shoot Day | $450 | |
| B9Location Sound Mixer - Shoot Day Live diegetic dialogue capture | $1,100 | |
| B10Location Sound - Kit Multi-channel wireless, boom, recorder | $750 | |
| B11Hair & Makeup Artist | $850 | |
| B12Hair & Makeup Kit | $150 |
| C1Principal - Mother (lead, dialogue) Allowance. Session plus one year national CTV, digital and social. Reconciled at cost after casting. | $4,000 | |
| C2Principal - Father Allowance, same term | $2,800 | |
| C3Principal - Tween Allowance, same term | $2,200 | |
| C4Principal - Child (3-4 yrs) Allowance, same term | $1,800 | |
| C5Talent Agency Commission 10% on principal talent | $1,080 | |
| C6Child Wrangler On-floor performance support for the youngest performer | $450 |
| D1Trained Dog & Handler - Shoot Day Cast and trained to the approved action | $1,700 | |
| D2Animal Prep & Training | $600 | |
| D3Travel & Contingency Allowance | $700 | |
| D4Transport, Crates & Holding | $500 | |
| D5Animal Safety Monitor On-set welfare compliance and sign-off | $545 |
| E1RED Komodo Cinema Body + Media Hitchcock Visuals owner-operator package | $600 | |
| E2Athena Prime Cine Lens Set Full T-stop prime set | $650 | |
| E3Easy Rig + Flowcine Serene Arm Handheld documentary movement - core to this creative | $175 | |
| E4Dana Dolly + Track Package | $225 | |
| E5Cinema Lighting Package Window blow-through, interior daylight balance | $1,400 | |
| E6Grip & Modifier Package Frames, diffusion, flags, negative fill | $600 | |
| E7Camera & Lighting Expendables | $175 |
| F1Location Fee - Private Residence Shoot day, Indianapolis north suburbs | $2,000 | |
| F3Location Agreement & Clearance Commercial use, COI, homeowner terms | $400 |
| G0Art Director - Design & Prep Day Designs the house to the brief, sources and dresses | $900 | |
| G1Art Director - Shoot Day On-set styling, resets, continuity | $900 | |
| G2Props & Set Dressing Purchase Kitchen dressing, groceries, practical dressing | $1,500 | |
| G3Tuba - Rental or Sourcing | $250 | |
| G4Hero Product & Consumables Farmer Focus SKUs, popsicles, perishables, multiples for takes | $400 |
| H1Crew, Talent & Guardian Meals - Shoot Day | 16 × 1 | $800 |
| H2Craft Services | $300 |
| I1Hitchcock Visuals Crew Travel Two vehicles and trailer, Evansville to Indianapolis | $550 | |
| I2Director of Photography Lodging Private room | 1 × 2 | $320 |
| I3Crew Lodging | $650 | |
| I4Crew Per Diem | 5 × 2 | $750 |
| J1Short-Term Production Insurance General liability, equipment, location damage | $1,200 | |
| J2Animal Action Rider Animals are excluded from base production policies | $500 | |
| J3Data Management & On-Set Media Handling | $250 |
| K1Editorial & Finishing Assembly, director's cut, two rounds of agency revisions, three cutdowns, end card conform | $5,850 | |
| K2Colour Grade Feature-grade finishing pass in a calibrated suite, supervised review | $5,500 | |
| K3Sound Design & Broadcast Mix Dialogue edit, sound design, connected television loudness master | $1,800 | |
| K4Masters, Captions & Delivery Spec transcodes, caption files, archive | $500 |
| L1Production Fee Overhead, contracting and payroll administration | $10,350 |
A second day is the most direct way to take pressure off the schedule and give the performers and the dog room to work. It costs roughly 45 percent of a first day rather than double, because pre-production, casting, scouting, props, travel and the whole of post do not happen twice. The deliverables are the same either way.
| A2Director - Shoot Day | $3,000 |
| A4Producer - Full Engagement | $1,942 |
| A6Production Coordinator | $363 |
| B1Director of Photography - Shoot Day | $2,000 |
| B3First Assistant Camera - Shoot Day | $800 |
| B4First Assistant Camera - Kit | $750 |
| B5Gaffer - Shoot Day | $750 |
| B6Grip Truck - 3-Ton Package | $450 |
| B7Key Grip - Shoot Day | $700 |
| B8Grip / Production Assistant - Shoot Day | $450 |
| B9Location Sound Mixer - Shoot Day | $1,100 |
| B10Location Sound - Kit | $750 |
| B11Hair & Makeup Artist | $850 |
| B12Hair & Makeup Kit | $150 |
| C1Principal - Mother (lead, dialogue) | $1,800 |
| C2Principal - Father | $1,260 |
| C3Principal - Tween | $990 |
| C4Principal - Child (3-4 yrs) | $810 |
| C5Talent Agency Commission | $486 |
| C6Child Wrangler | $450 |
| D1Trained Dog & Handler - Shoot Day | $1,700 |
| D4Transport, Crates & Holding | $500 |
| E1RED Komodo Cinema Body + Media | $600 |
| E2Athena Prime Cine Lens Set | $650 |
| E3Easy Rig + Flowcine Serene Arm | $175 |
| E4Dana Dolly + Track Package | $225 |
| E5Cinema Lighting Package | $1,400 |
| E6Grip & Modifier Package | $600 |
| F1Location Fee - Private Residence | $2,000 |
| G1Art Director - Shoot Day | $900 |
| H1Crew, Talent & Guardian Meals - Shoot Day | $800 |
| H2Craft Services | $300 |
| I3Crew Lodging | $650 |
| J3Data Management & On-Set Media Handling | $250 |
| --Additional crew per diem, five people | $375 |
| --Additional DP lodging, private room | $160 |
| --Additional local mileage and runs | $150 |
| L1Production Fee | $4,700 |
One shoot day. Every department staffed.
A properly produced version of the film. A First Assistant Director runs the floor. Casting sessions source a family that feels true. An Art Director dresses the house to the light and bright brief. Post carries a cleanup pass and a product beauty pass.
| A1Director - Creative Development & Pre-Production Treatment, shot list, boards breakdown, creative calls, casting direction | 1 × 2 | $2,200 |
| A2Director - Shoot Day | $3,000 | |
| A3Director - Travel Days | 1 × 2 | $1,200 |
| A4Producer - Full Engagement Owns casting, deal memos, insurance certificates, schedule and the floor | $6,200 | |
| A5First Assistant Director Runs the floor and the clock as a dedicated role | $1,000 | |
| A6Production Coordinator Production book for client and agency, call sheets, comms, talent logistics | 1 × 2 | $1,100 |
| B1Director of Photography - Shoot Day | $2,000 | |
| B2Director of Photography - Travel Days | 1 × 2 | $1,600 |
| B3First Assistant Camera - Shoot Day | $800 | |
| B4First Assistant Camera - Kit | $750 | |
| B5Gaffer - Shoot Day | $750 | |
| B7Grip Truck - 3-Ton Package | $450 | |
| B8Key Grip - Shoot Day | $700 | |
| B9Grip / Production Assistant - Shoot Day | $450 | |
| B10Location Sound Mixer - Shoot Day | $1,100 | |
| B11Location Sound - Kit | $750 | |
| B12Hair & Makeup Artist | $850 | |
| B13Hair & Makeup Kit | $150 |
| C1Principal - Mother (lead, dialogue) Allowance. Session plus one year national CTV, digital and social. Reconciled at cost after casting. | $4,500 | |
| C2Principal - Father Allowance, same term | $3,200 | |
| C3Principal - Tween Allowance, same term | $2,500 | |
| C4Principal - Child (3-4 yrs) Allowance, same term | $2,000 | |
| C7Talent Agency Commission 10% on principal talent | $1,220 | |
| C8Child Wrangler | $550 |
| D1Trained Dog & Handler - Shoot Day Cast and trained to the approved action | $1,800 | |
| D2Animal Prep & Training | $600 | |
| D3Travel & Contingency Allowance | $700 | |
| D4Transport, Crates & Holding | $500 | |
| D5Animal Safety Monitor On-set welfare compliance and sign-off | $545 |
| E1RED Komodo Cinema Body + Media Hitchcock Visuals owner-operator package | $600 | |
| E2Athena Prime Cine Lens Set | $650 | |
| E4Easy Rig + Flowcine Serene Arm | $175 | |
| E5Dana Dolly + Track Package | $225 | |
| E6Cinema Lighting Package | $1,400 | |
| E7Supplemental Window Sources | $400 | |
| E8Grip & Modifier Package | $600 | |
| E9Camera & Lighting Expendables | $200 |
| F1Location Fee - Private Residence Shoot day | $2,200 | |
| F3Location Scouting & Sourcing | $600 | |
| F4Location Agreement, Permits & Clearance | $500 |
| G0Art Director - Design, Prep & Shoot Designs the house to the brief and leads the art department on the day | 1 × 2 | $2,000 |
| G3Set Dresser - Shoot Day | $450 | |
| G4Props & Set Dressing Budget Kitchen, entry, hallway and stair dressing | $1,800 | |
| G5Tuba - Rental or Sourcing | $250 | |
| G6Hero Product & Consumables | $600 |
| H1Crew, Talent & Guardian Meals - Shoot Day | 20 × 1 | $1,000 |
| H3Craft Services | $400 |
| I1Hitchcock Visuals Crew Travel | $550 | |
| I2Director of Photography Lodging Private room | 1 × 3 | $480 |
| I3Crew Lodging | $800 | |
| I4Crew Per Diem | 5 × 2 | $750 |
| I5Local Production Mileage & Runs | $250 |
| J1Short-Term Production Insurance General liability, equipment, location damage | $1,400 | |
| J2Animal Action Rider | $600 | |
| J3Data Management & On-Set Media Handling | $400 |
| K1Editorial & Finishing Assembly, director's cut, three rounds of agency revisions, online conform and cleanup, product beauty pass, three cutdowns, end card conform | $6,500 | |
| K2Colour Grade Feature-grade finishing pass in a calibrated suite, supervised review | $5,500 | |
| K3Sound Design & Broadcast Mix Dialogue edit, sound design, dual loudness masters for connected television and social | $2,200 | |
| K4Masters, Captions & Delivery | $600 |
| L1Production Fee Overhead, contracting and payroll administration | $11,600 |
A second day is the most direct way to take pressure off the schedule and give the performers and the dog room to work. It costs roughly 45 percent of a first day rather than double, because pre-production, casting, scouting, props, travel and the whole of post do not happen twice. The deliverables are the same either way.
| A2Director - Shoot Day | $3,000 |
| A4Producer - Full Engagement | $2,170 |
| A5First Assistant Director | $1,000 |
| A6Production Coordinator | $363 |
| B1Director of Photography - Shoot Day | $2,000 |
| B3First Assistant Camera - Shoot Day | $800 |
| B4First Assistant Camera - Kit | $750 |
| B5Gaffer - Shoot Day | $750 |
| B7Grip Truck - 3-Ton Package | $450 |
| B8Key Grip - Shoot Day | $700 |
| B9Grip / Production Assistant - Shoot Day | $450 |
| B10Location Sound Mixer - Shoot Day | $1,100 |
| B11Location Sound - Kit | $750 |
| B12Hair & Makeup Artist | $850 |
| B13Hair & Makeup Kit | $150 |
| C1Principal - Mother (lead, dialogue) | $2,025 |
| C2Principal - Father | $1,440 |
| C3Principal - Tween | $1,125 |
| C4Principal - Child (3-4 yrs) | $900 |
| C7Talent Agency Commission | $549 |
| C8Child Wrangler | $550 |
| D1Trained Dog & Handler - Shoot Day | $1,800 |
| D4Transport, Crates & Holding | $500 |
| E1RED Komodo Cinema Body + Media | $600 |
| E2Athena Prime Cine Lens Set | $650 |
| E4Easy Rig + Flowcine Serene Arm | $175 |
| E5Dana Dolly + Track Package | $225 |
| E6Cinema Lighting Package | $1,400 |
| E7Supplemental Window Sources | $400 |
| E8Grip & Modifier Package | $600 |
| F1Location Fee - Private Residence | $2,200 |
| G0Art Director - Design, Prep & Shoot | $800 |
| G3Set Dresser - Shoot Day | $450 |
| H1Crew, Talent & Guardian Meals - Shoot Day | $1,000 |
| H3Craft Services | $400 |
| I3Crew Lodging | $800 |
| J3Data Management & On-Set Media Handling | $400 |
| --Additional crew per diem, five people | $375 |
| --Additional DP lodging, private room | $160 |
| --Additional local mileage and runs | $150 |
| L1Production Fee | $5,250 |
One shoot day, fully staffed. Nothing doubling up.
The version we would put our name on without a caveat. A boom operator joins the mixer. The director and DP scout the house before the day. The art department runs across prep, shoot and wrap. Post carries cleanup, a beauty pass and a dialogue replacement allowance.
| A1Director - Creative Development & Pre-Production | 1 × 2 | $2,200 |
| A2Director - Shoot Day | $3,000 | |
| A3Director - Location Scout Walk the house with the DP before the day | $900 | |
| A4Director - Travel Days | 1 × 2 | $1,200 |
| A5Producer - Full Engagement Owns casting, deal memos, insurance certificates, schedule and the floor | $7,150 | |
| A6First Assistant Director | $1,000 | |
| A7Production Coordinator Production book for client and agency, call sheets, comms, talent logistics | 1 × 2 | $1,100 |
| B1Director of Photography - Shoot Day | $2,000 | |
| B2Director of Photography - Location Scout | $800 | |
| B3Director of Photography - Travel Days | 1 × 2 | $1,600 |
| B4First Assistant Camera - Shoot Day | $800 | |
| B5First Assistant Camera - Kit | $750 | |
| B6Second Assistant Camera | $500 | |
| B7Gaffer - Shoot Day | $750 | |
| B9Grip Truck - 4-Ton Package with Distro | $500 | |
| B10Key Grip - Shoot Day | $700 | |
| B11Grip - Additional | $500 | |
| B12Grip / Production Assistant | $450 | |
| B13Location Sound Mixer - Shoot Day | $1,100 | |
| B14Location Sound - Kit | $750 | |
| B15Boom Operator Four performers on live dialogue across four spaces | $600 | |
| B16Hair & Makeup Artist | $850 | |
| B17Hair & Makeup Kit | $150 |
| C1Principal - Mother (lead, dialogue) Allowance. Session plus one year national CTV, digital and social. Reconciled at cost after casting. | $5,000 | |
| C2Principal - Father Allowance, same term | $3,500 | |
| C3Principal - Tween Allowance, same term | $2,800 | |
| C4Principal - Child (3-4 yrs) Allowance, same term | $2,200 | |
| C7Talent Agency Commission 10% on principal talent | $1,350 | |
| C8Child Wrangler | $550 | |
| C9Wardrobe Allowance & Fittings | $600 |
| D1Trained Dog & Handler - Shoot Day Cast and trained to the approved action | $1,900 | |
| D2Animal Prep & Training | $600 | |
| D3Travel & Contingency Allowance | $700 | |
| D4Transport, Crates & Holding | $500 | |
| D5Animal Safety Monitor Certified monitor with end-card sign-off | $900 |
| E1RED Komodo Cinema Body + Media Hitchcock Visuals owner-operator package | $600 | |
| E3Athena Prime Cine Lens Set | $650 | |
| E5Easy Rig + Flowcine Serene Arm | $175 | |
| E6Dana Dolly + Track Package | $225 | |
| E7Cinema Lighting Package | $1,400 | |
| E8Supplemental Window Sources | $400 | |
| E9Grip & Modifier Package | $600 | |
| E10Camera & Lighting Expendables | $250 |
| F1Location Fee - Private Residence Shoot day | $2,400 | |
| F3Location Scouting & Sourcing | $900 | |
| F5Location Agreement, Permits & Clearance | $600 | |
| F6Crew Basecamp & Parking Mitigation Separate holding - the location does not double as crew space | $400 |
| G0Art Director - Design, Prep & Shoot Designs the house to the brief and leads the art department across prep, shoot and wrap | 1 × 3 | $3,000 |
| G4Set Dresser - Shoot Day | $450 | |
| G5Props & Set Dressing Budget | $2,200 | |
| G6Tuba - Rental or Sourcing | $250 | |
| G7Hero Product & Consumables | $700 |
| H1Crew, Talent & Guardian Meals - Shoot Day | 22 × 1 | $1,100 |
| H3Craft Services | $450 |
| I1Hitchcock Visuals Crew Travel | $550 | |
| I2Director of Photography Lodging Private room | 1 × 3 | $480 |
| I3Crew Lodging | $900 | |
| I4Crew Per Diem | 5 × 2 | $750 |
| I5Local Production Mileage & Runs | $350 |
| J1Short-Term Production Insurance General liability, equipment, location damage, cast cover for minors | $1,600 | |
| J2Animal Action Rider | $700 | |
| J3Data Management & On-Set Media Handling | $450 |
| K1Editorial & Finishing Assembly, director's cut, three rounds of agency revisions, online conform and cleanup, product beauty pass, four cutdowns, end card conform | $7,000 | |
| K2Colour Grade Feature-grade finishing pass in a calibrated suite, supervised review | $5,500 | |
| K3Sound Design & Broadcast Mix Dialogue edit, sound design, dialogue replacement contingency, dual loudness masters for connected television and social | $2,800 | |
| K4Masters, Captions & Delivery | $800 |
| L1Production Fee Overhead, contracting and payroll administration | $13,300 |
A second day is the most direct way to take pressure off the schedule and give the performers and the dog room to work. It costs roughly 44 percent of a first day rather than double, because pre-production, casting, scouting, props, travel and the whole of post do not happen twice. The deliverables are the same either way.
| A2Director - Shoot Day | $3,000 |
| A5Producer - Full Engagement | $2,502 |
| A6First Assistant Director | $1,000 |
| A7Production Coordinator | $363 |
| B1Director of Photography - Shoot Day | $2,000 |
| B4First Assistant Camera - Shoot Day | $800 |
| B5First Assistant Camera - Kit | $750 |
| B6Second Assistant Camera | $500 |
| B7Gaffer - Shoot Day | $750 |
| B9Grip Truck - 4-Ton Package with Distro | $500 |
| B10Key Grip - Shoot Day | $700 |
| B11Grip - Additional | $500 |
| B12Grip / Production Assistant | $450 |
| B13Location Sound Mixer - Shoot Day | $1,100 |
| B14Location Sound - Kit | $750 |
| B15Boom Operator | $600 |
| B16Hair & Makeup Artist | $850 |
| B17Hair & Makeup Kit | $150 |
| C1Principal - Mother (lead, dialogue) | $2,250 |
| C2Principal - Father | $1,575 |
| C3Principal - Tween | $1,260 |
| C4Principal - Child (3-4 yrs) | $990 |
| C7Talent Agency Commission | $608 |
| C8Child Wrangler | $550 |
| D1Trained Dog & Handler - Shoot Day | $1,900 |
| D4Transport, Crates & Holding | $500 |
| E1RED Komodo Cinema Body + Media | $600 |
| E3Athena Prime Cine Lens Set | $650 |
| E5Easy Rig + Flowcine Serene Arm | $175 |
| E6Dana Dolly + Track Package | $225 |
| E7Cinema Lighting Package | $1,400 |
| E8Supplemental Window Sources | $400 |
| E9Grip & Modifier Package | $600 |
| F1Location Fee - Private Residence | $2,400 |
| G0Art Director - Design, Prep & Shoot | $1,200 |
| G4Set Dresser - Shoot Day | $450 |
| H1Crew, Talent & Guardian Meals - Shoot Day | $1,100 |
| H3Craft Services | $450 |
| I3Crew Lodging | $900 |
| J3Data Management & On-Set Media Handling | $450 |
| --Additional crew per diem, five people | $375 |
| --Additional DP lodging, private room | $160 |
| --Additional local mileage and runs | $150 |
| L1Production Fee | $5,800 |
Tell us which tier feels right and we will build the schedule, the shot list and the crew around it. If the number needs to move, tell us where and we will show you honestly what moves with it.