Every great video starts with a clearly articulated script. Even those without strict choreography – like interviews and case studies – should be prepared with (follow-up) questions.
A. To kickstart yourself, dig up some inspiration.
Check out the videos of analogous brands, and study them from beginning to end. See what they do right, and take note.
B. Brainstorm for rough outlines.
Now it’s time to sketch the outline for your video. Brainstorm alone or with colleagues about what theme, emotion or solution your video will highlight.
Some questions that may help:
- What emotion should our brand inspire?
- What benefit do you want to convey at a minimum?
- What protagonist will my audience identify with?
- What situations does the audience face?
- Does this outline fit within the constraints of the Brand Identity?
C. Condense your outlines into a script that fits the
The script is nothing more than 3 columns, describing (1) when your audience (2) sees and (3) hears things. Don’t worry, you’re not trying to get Martin Scorsese to frame it on his bedroom wall. Just get the idea on paper.
Don’t forget to have a strong opener (hook) and close with a call to action that tells people to try your brand or visit your store.
D. Subject your script to criticism.
First, ask yourself the hard questions:
- If you act the script out, does it still feel right?
- If you articulate all the text, does it still fit within the time frame?
- Would you watch this video all the way through if it wasn’t yours?
If you answer ‘yes’ to these questions, you are ready to:
Ask your colleagues, clients, and audience to critize the script.
You don’t want to get stoned by your stakeholders once the editing is done. It will be too late to salvage your video.
Start shooting if everything goes well. If not, go back to the drawing board.