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Execution:
How the idea is brought to life
Thoughts on TV/Video
What are the advantages of this medium?
• Television and video offer endless opportunities to tell a story, feature a product, bring a
user to life, capture our imagination.
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• You can be serious, provocative, funny.
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• You can convey a feeling, leave an impression or educate the viewer.
!
• But the one thing you have to remember is that every person sitting in front of the TV
set has a remote control within reach.
What makes great?
• Are you interesting enough to watch?
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• Is the idea fresh, original, new, different, awe-inspiring?
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• Are you rewarding viewers for their time?
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• Are you respecting their intelligence?
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• Would you want to watch it yourself?
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• Would you share it with a friend?
What come first?
Strategy
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Audience
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Message
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Concept
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Execution
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Would you want to watch it yourself?
Strategy: client, planner, account team, CD
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Audience: client, planner, media
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Message: planner, account team, CD
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Concept: writer, art director
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Execution: CD, writer, art director, producer, director, editor,
Where do you start?
What do you want to say?
Samsung washing machines are __________
How can you say it?
Samsung washing machines are vibration free.
Be interesting.
Five ways to do video
All are concepts that
you can remember
and tell someone about.
(Stories)
Good advertising is storytelling: it’s magic; it touches some kind of a human, universal
truth; it treats the viewer with respect and intelligence; and it humanizes a product or
company in a way that’s special.
!
Humans respond to storytelling, not just to telling—nobody wants a finger poked in their
chest. Doing that well and telling a great truth about a brand or a product is the secret; it’s
that easy and that difficult.”
Idea
Story
Sequence
Storyboard/shot list (visual references)
Dialog/monolog
V/O
Logo and closing treatment
Canal +
No one can nurture your love of cinema like Canal +
Questions?
Audio:
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Video:
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Video:
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Sequence of shots
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Description/explanation of action
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Dialog/VO
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SFX/Music
FAGE
:45 Launch Television
“PLAIN”
VO: Plain was the same as it ever was the same. Plainly plain... Samely same... But then, someone lit the flame.
Plain went against the grain of plain old plain. It rode away... ...on a lion’s mane. Where plain met fruits with strangely names.
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