Every advertisement targets a particular customer. And obviously, there are at least formal and informal products to advertise. When I begin a new project, I try to gather as much information as possible about the video's potential impact on the audience.
First things first, I must read the script or a concept and explore similar works and references by surfing the internet and social media platforms. I try to figure out the general vibe, purpose, mood, and rhythm of the animation video. If I or the client need the storyboard, I draw it and provide it. However, if I'm working with very short format video, I don't need any storyboards. I simply start to compose and animate.
After the visual part is done, I add sounds and music (if needed). As soon as all animations, colors, and compositions are clean, I add final video adjustments and post effects. After all, I do some renderings to double-check everything. Finally, I deliver to the client the first draft, and most of them are happy. If they are not, I do my best to achieve their satisfaction with my job. When a client is happy, I'm happy!
I use such tools and programs as Adobe After Effects, Adobe Illustrator, Adobe Photoshop, and Blender.