Behind the Scenes: How Storyboard Artist Nicolas Sanchez Creates the Advertisements You See on TV

In an era where digital media is king, the power of a compelling advertisement can turn a brand from obscurity to household name overnight. Behind every memorable ad lies an intricate process of creation, often invisible to the public eye. Among those pivotal in bringing these visual narratives to life is Nicolas Sanchez, an award-winning illustrator whose storyboards’ craft many of the biggest advertisements we see on TV today.

Storyboarding is an art form in itself, but it isn’t as prominently recognized outside industry circles. Storyboarding, as we know it, is an art form that conveys visual storytelling with advertising objectives. It’s here that Sanchez, winner of two Best Spanish Storyboard Artist in 2021 and 2023, excels, wielding his pen and imagination to interconnect scripts and screens. His work, respected among the industry’s top directors in countries like France, the United States, Spain and Italy, begins with a script received from an agency or director, a document that serves as the blueprint for his creative journey.

The meticulous process Nicolas employs in understanding a script is paramount. For him, reading the script once barely scratches the surface. The initial reading helps him grasp the story’s essence and its various layers, an essential step in ensuring that no detail goes unnoticed. However, it’s during the second reading that he delves deeper into understanding the tone of the story. This nuanced comprehension allows him to visualize not just what happens but how it unfolds emotionally and cinematically.

“The first thing is always to try to understand the tone of the film and the filming style of each director,” says Sanchez, highlighting his dedication to aligning his storyboards with both directorial vision and production expectations. This alignment is crucial; it ensures that when viewers watch these advertisements, they’re not just sold a product but are also told a story that resonates.

Collaboration plays a significant role in Nicolas’ workflow. While he can navigate through a script independently, working hand in hand with directors often brings additional clarification and perspective, two elements vital in transforming their words into visual sequences. This partnership ensures that every frame Sanchez sketches moves seamlessly with the director’s vision, creating a cohesive and engaging narrative flow from start to finish.

Understanding directors’ expectations isn’t merely about following instructions for Sanchez; it’s about embodying their vision through his illustrations. He immerses himself fully in this collaborative art form, using his skills not only as an illustrator but as a storyteller who speaks in shadows and lines rather than words.

Once armed with his insights into both narrative structure and directorial tone, Nicolas embarks on crafting shots and sequences that bring ideas into reality. Herein lies his expertise: translating abstract concepts into tangible visuals ready for production teams to bring to life on screen. This translation isn’t straightforward, it requires creativity matched with understanding and comprehension.

“I love the process of understanding the tone of the film and the filming style of each director to try to develop a storyboard according to the expectations of the director and the production company,” said Sanchez.

Every frame must serve both aesthetic appeal and narrative function, ensuring viewers are engaged yet informed by what they see unfolding before them. It’s this balance that makes advertisements memorable beyond their immediate impact; they linger in minds long after screens have dimmed.

Nicolas’ work extends beyond mere illustration; he engages actively with evolving trends within both advertising and cinematography at large. His ability to adapt stylistically while maintaining narrative integrity allows him to create storyboards that feel timeless.

As audiences continue to crave authentic connections within commercial content, artists like Nicolas Sanchez play an indispensable role in shaping how brands communicate visually. Through each frame drawn and scene envisioned, he doesn’t just sell products; he crafts experiences designed to resonate deeply with viewers worldwide.

His versatility across projects spanning various industries, from automotive giants seeking high-octane thrill rides for their latest models to tech startups aiming for heartwarming simplicity in introducing new apps or services.

Nicolas Sanchez represents more than just talent behind scenes, he embodies dedication toward understanding stories meant for sharing far beyond TV screens or digital displays. In doing so, he illustrates not only ads but aspirations; not just products but possibilities, reminding us all of storytelling’s power regardless of medium or message conveyed.

Check out Nicolas Sanchez’ work on his website nicosrstudio.com.