For BRILLIANT BEAM producing a 30" (" = seconds) commercial is an art. It requires distilling the most salient idea (relating to a product or service) into a powerful and enticing mechanism that salivates the imagination and results in moving the consumer to taking an action to buy. And it must do so using emotion, and visuals and sounds that have perhaps not been yoked together before.

If the advertisement is surprising, the viewer may reward the client with a purchase either in product or in future loyalty. The Assignment of BRILLIANT BEAM is to develop, produce and deliver to the viewer a creative splice unlike anything they have ever seen before. Though the internet has become the primary consumer of 30" Commercials (70%), Television still pays for about 30% of all 30" Commercials produced.