![]() If your TV commercial has these basic story elements in place, you're in good shape.Īsk yourself these questions - will it fit into the duration you have to work with? Can it be funnier/scarier/more dramatic/whatever? Can I withhold some information from the audience until the end to give them a surprise? Is the main character appealing enough? Raise the stakes - what will happen if he can't get what he wants? Will the audience connect with him/her/it? Could I add a prop or setting that makes the story more interesting? What about the technique and visual style - how can I make it look original/quirky/retro/ whatever. Cue the logo and park it for the last second. Finally the story resolves and the character is much happier now that (thanks to the product) the problem is solved. Then a problem or incident moves the story to the middle part, where obstacles are overcome. The beginning is where the character is introduced and the setting is established. Finally there should be CONFLICT - an obstacle to the character getting what she wants, which must be overcome. The character should have a GOAL - he/she/it wants something. In a spectacle the audience is a spectator, unlike story where the audience is a participant. Story doesn't need visual extravagance to engage the audience - but if you're not telling a story then each shot has to be more interesting than the previous one to keep your audience on board.Īll stories must have a CHARACTER that the audience can identify with. If it's spectacle there is no story - the ad is eye candy that relies on attracting the audience's attention with appealing visuals and sounds. The objective of story is to engage the audience with a plot that resolves at the end with the advertiser's message embedded. If it's story then it should have a beginning, middle and end, with at least one character. Find out if it's gonna roll out on social media as well - this may influence your storytelling. Find out what the client likes - and doesn't. While at the other extreme the agency will have one of those "no idea" briefs that's gonna rely on your creative chops to flesh it out and make them look awesome. Some briefs will be very specific, with little room for additional creative input. This is important - the amount of creative freedom you have on a TVC can vary. Try to gauge how flexible the agency is about the story and visual style. It's your opportunity to show that you totally understand the advertiser's requirement and that you are able to deliver it in the most compelling way.Īsk a lot of questions so that the brief is crystal clear. A Treatment is a pitch - a selling document to win across the agency and client to your vision for their ad. The agency likes what you do - that's why they've called you in to take a brief, but they need to be confident your vision for their TV commercial is aligned with what they want. Here's an older post that still gets a lot of views - thought it was time to polish it a bit and put it on top of the pile.
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