creativity and copywriting - video
TRANSCRIPT
Creativity and CopywritingLecture 10 Video
Lynn CS4029 Lecture 10
CreativeThinking
AdReview
CommercialBreak
Lecture(Part 2)
Lecture(Part 1)
CreativeThinking
Activity
Lynn CS4029 Lecture 10
Flickr user Brandon rivera
LECTURE BREAKDOWN
Lynn CS4029 Lecture 10
“Growth”
2 Start with the simplest of the words and then proceed step-by-step to the more complex. Explain the stages of growth and their feasibility.
I’ve chosen four random words: nappy, pebble, massage, lump.1
3 You have 5 minutes to write down your thoughts.
Creative Thinking
Lynn CS4029 Lecture 10
CreativeThinking
Team Ad Review
CommercialBreak
Lecture(Part 2)
Lecture(Part 1)
Ad Review
Activity
Lynn CS4029 Lecture 10
Flickr user Brandon rivera
LECTURE BREAKDOWN
Lynn CS4029 Lecture 10
Ad Review
Lynn CS4029 Lecture 10
Ad Review
Lynn CS4029 Lecture 10
CreativeThinking
CommercialBreak
Lecture(part 2)
Lecture(part 1)Lecture(Part 1)
Activity
AdReview
Flickr user Brandon rivera
Lynn CS4029 Lecture 10
LECTURE BREAKDOWN
Animated Word
Lynn CS4029 Lecture 10
Lynn CS4029 Lecture 10Lynn CS4029 Lecture 10 FlickruserTomMrazek
The Electronic Wheedwhacker Age…is here…[TV ads] will have to be voluntary destinations, as all companies will suddenly be in the entertainment business.
Jeff Goodby“
Lynn CS4029 Lecture 10
Agenda
Evolution of TV ads
Copywriting advice for video ads
Video ad techniques
Story hunting
Lynn CS4029 Lecture 10
Agenda
Evolution of TV ads
Copywriting advice for video ads
Video ad techniques
Story hunting
Lynn CS4029 Lecture 10
TV dominates, but viewing habits have evolved and will continue to evolve rapidly.
Flickr user LG전자
Lynn CS4029 Lecture 10
Evolution
Lynn CS4029 Lecture 10
Today, we see less TV ads…
thanks to ad blockers, torrent services, and subscription models.
Be more interesting so people pull in your ads.
Evolution
Lynn CS4029 Lecture 10
Lynn CS4029 Lecture 10
Today, we have more fragmentation…
Because no longer are larger audiences tuning in to the same show at the same time. There is an increasing number of viewing options between digital and TV.
Be more concise and contextual.
Evolution
Lynn CS4029 Lecture 10
Lynn CS4029 Lecture 10
Today, we have better data. Be more consumer-centric.
Evolution
Lynn CS4029 Lecture 10
Lynn CS4029 Lecture 10
With the ubiquity of data and faster internet speeds, video formats are increasing
exponentially.
Lynn CS4029 Lecture 10
Evolution
Lynn CS4029 Lecture 10
Video = Equal TV
Evolution
Lynn CS4029 Lecture 10
Lynn CS4029 Lecture 10
POP Display Online Video Platforms Mobile Interstitials Rich Media
Evolution
Cinema
Lynn CS4029 Lecture 10
Mobile First
http://bit.ly/2mxIK4K
Evolution
People, particularly in Asia, are using their mobile phone as their primary connected device. They use it to consume content, connect with others, as well as engage in commercial activity.
Lynn CS4029 Lecture 10
Lynn CS4029 Lecture 10
Second Screening
Evolution
http://bit.ly/2lI7fNw
People are increasingly using mobile devices while watching TV; sometimes accessing supplementary content or applications to enhance their viewing experience.
Lynn CS4029 Lecture 10
Lynn CS4029 Lecture 10
On-Demand
Evolution
http://bit.ly/2lcflfl
There is an increasing number of systems that allow people to watch video content when they choose, versus having to watch it at a specific broadcast time.
Lynn CS4029 Lecture 10
Lynn CS4029 Lecture 10
Agenda
Evolution of TV ads
Copywriting advice for video ads
Video ad techniques
Story hunting
Lynn CS4029 Lecture 10
Sense check: Can you write the single idea on a sticky note?
KISS Viewers
Advice
Lynn CS4029 Lecture 10
Brand: Alka-SeltzerTitle: “Mama Mia”Idea: A man, advertising a brand of spicy meatballs, needs Alka-Seltzer after failing to do a perfect “take.”
Brand: GreenpeaceTitle: “Dumb Animals/Fur Coat”Idea: A bloody fashion runway dramatizes the killing of animals for fur.
Aim to capture the basic idea of your add in a single frame.“One Frame Goal”
Advice
Lynn CS4029 Lecture 10
Be Visual First
Sense check: Do you get the commercial with the sound turned off?
Advice
Lynn CS4029 Lecture 10
“The eye will remember what the ear will forget.”
Advice
Lynn CS4029 Lecture 10
- LukeSullivan
Lynn CS4029 Lecture 10
Balance Sight & Sound
Sense check: Does the copy reinforce the visual message?
Advice
Lynn CS4029 Lecture 10
Be a good enough writer to know what words to leave out.
Advice
Lynn CS4029 Lecture 10
Lynn CS4029 Lecture 10
Be Agile
Sense check: Has the final ad improved from the original concept?
Advice
Lynn CS4029 Lecture 10
“You write it when you write it.
You write it when you shoot it.
You write it when you edit it.”
Advice
Lynn CS4029 Lecture 10
- TateTaylor
Lynn CS4029 Lecture 10
Next Steps
Sense check: Do your viewers know what to do next?
Advice
Lynn CS4029 Lecture 10
Sense check: Does your product, or things associated with it, move?
Advice
Create Movement
Lynn CS4029 Lecture 10
Whatever your idea, get to it fast. Then, keep moving.
Advice
Lynn CS4029 Lecture 10
Lynn CS4029 Lecture 10
Sense check: Do I have to show everything? and if not, Will it be better?
Advice
Don’t Reveal, Imply
Lynn CS4029 Lecture 10
“What we imagine in our heads is often more powerful than anything
explicitly shown.”
Advice
Lynn CS4029 Lecture 10
- PeteBarry
Lynn CS4029 Lecture 10
Agenda
Evolution of TV ads
Copywriting advice for video ads
Video ad techniques
Story hunting
Lynn CS4029 Lecture 10
Simple, literal, and objective description of the action, dialogue, VOs and SFX of the proposed ad. It’s often written in 3rd person.
Techniques - Presentation
Script
Lynn CS4029 Lecture 10
Usually hand drawn set of frames, which show the key points of action within the ad.
• “Establishing shot” – 1st key frame, sets up the story and/or location
• “End frame” – last key frame, shows the tagline and/or logo
Techniques - Presentation
Storyboard
Lynn CS4029 Lecture 10
A basic animation that sequences the key frames of a storyboard. It’s typically used for ad testing, which is a highly controversial technique.
Techniques - Presentation
Animatic
Lynn CS4029 Lecture 10
Demonstration
Literally or metaphorically show the product benefit in action.
Techniques - Execution
Lynn CS4029 Lecture 10
Narrative
A story that takes shape from conflict resolution.
Techniques - Execution
Lynn CS4029 Lecture 10
Man Against Nature
Techniques - Execution
Man Against Society Man Against Machine
Know your plot lines
Lynn CS4029 Lecture 10
CreativeThinking
CommercialBreak
Lecture(part 2)
Lynn CS4029 Lecture 10
Lecture(Part 1)
CommercialBreak Activity
AdReview
Flickr user Brandon rivera
LECTURE BREAKDOWN
Lynn CS4029 Lecture 10
Flickr user Leahcim Nhoj
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Commercial Break
Lynn CS4029 Lecture 10
Lynn CS4029 Lecture 10
Factual Emotional
Commercial Break
Lynn CS4029 Lecture 10
Demonstration Narrative
Lynn CS4029 Lecture 10
CreativeThinking
CommercialBreak
Lecture(part 2)
Lynn CS4029 Lecture 10
Lecture(Part 1)
Lecture(Part 2) Activity
AdReview
Flickr user Brandon rivera
LECTURE BREAKDOWN
Lynn CS4029 Lecture 10
Agenda
Evolution of TV ads
Copywriting advice for video ads
Video ad techniques
Story hunting
Lynn CS4029 Lecture 10
Story hunting
Regional Creative Director, Octagon
Lizi Hamer
Lynn CS4029 Lecture 10
CreativeThinking
CommercialBreak
Lecture(Part 2)
Lynn CS4029 Lecture 10
Lecture(Part 1)
ClosingWrap-Up
AdReview
Flickr user Brandon rivera
LECTURE BREAKDOWN
Go get ’em
Lynn CS4029 Lecture 10