Set Design for Commercials: A Behind-the-Scenes Look from Portland
When you watch a finished commercial, the set feels seamless—like it’s always existed that way. But behind that final frame is a design process full of planning, building, adjusting, and a little bit of magic.
As a Portland-based production designer and art director, I’ve worked on everything from major campaigns to indie shoots across Oregon. Here’s a peek behind the scenes at what goes into designing sets for commercial work here in the Pacific Northwest:
1. It Starts with the Script
Before we source a single item or sketch a layout, I study the script. What mood are we creating? What story are we telling visually? I collaborate closely with directors and DPs to align on tone, texture, and color early on—so the design supports the narrative, not just the frame.
2. Moodboards, Samples, and Sketches
I build a visual world through reference images, material swatches, and quick renderings. This helps clients, agencies, and crew understand where we’re headed. From there, I refine details until the look feels intentional and production-ready.
3. The Build Process
Depending on the project, we might build from scratch, modify an existing space, or combine elements of both. I work with trusted local fabricators and prop stylists to bring the design to life—keeping everything on budget and on schedule.
4. Location Meets Set
Portland’s locations can be wild and wonderful—lofts, forests, train yards, farms. I often design around what the environment offers. That could mean accentuating natural texture, carving out negative space, or anchoring a brand’s visual identity within the real world.
5. Details Matter
Even the smallest element on set—the mug on a desk, the color of a curtain—affects how the scene reads. I’m always looking for the details that make the set feel lived-in, authentic, and tonally on-brand.
Set design is part story, part logistics, and all collaboration. If you’re looking for an art director who understands how to shape a space from start to finish—with deep Portland roots and hands-on experience—I’d love to chat.
