This graduate thesis is concerned with the production of a television commercial. The term television commercial can be defined as a concise promotional film, a short audio-visual format, guided by all the rules of film art (film language), whose purpose is to present the public with a certain product, service or an idea that needs to be either affirmed, published or it needs to garner attention from a targeted social group. Since television commercials are still the most popular way of advertising, it’s important that their quality measures up. From the viewpoint of the advertiser that means that they have to increase sales, and from the viewer’s perspective they need to be entertaining and with a fresh angle on a relevant issue for them. The commercial has to convey a message that is of personal importance to the viewer, whether it’s creating a connection to the product or expressing a certain novelty. Apart from the information conveyed in the commercial, the creativity associated with it carries a great deal of weight. It’s difficult to make a final decision based on just information. Other aspects play a role as well, such as product branding. The graduate thesis focuses on the theoretical and the practical process of creating a television commercial, as well as incorporating all the components that are necessary to generate a satisfactory solution; starting with the branding of the product for which the commercial is made. In this case, the product is again&again tote bag.