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A Witty Short Film For Those Who Kinda Wish They (Occasionally) Wrote Witty, Short Films

April 29, 2013, by Tom Chandler No comments yet

One of this year’s goals was to play around with more audio and video projects — the kind of loose commitment you make when something seems fun and probably useful from a career perspective (stop learning, start dying).

So it’s the end of April and all I’ve done is write a handful of satirical commercial scripts which were never meant to see the light of day (OK, maybe just this inside joke).

Then I see something like this — a hilarious modern-day take on what I’ll call the Wile E. Coyote fable.

Witty and crafty, it’s so engaging I found myself wishing I’d written it before I was even halfway through (an autonomous robot pigeon?!).

A  pizza delivery franchise should have produced a “branded” version of this short in lieu of another round of coupons.

Somebody would have won a bunch of awards.

Like the hugely successful Clive Owen “The Hire” shorts for BMW or the just released 13-minute long Jaguar F-Type introduction starring Damien Lewis (see below), it’s clear entertainment is not a bad way to sell.

Keep writing (maybe even a little of the stuff you want to write), Tom Chandler.

The Best Outlining Tool For Writers? It Might Just Be Tucked Away In Your Desk Drawer

March 27, 2013, by Tom Chandler 4 comments
The Index Card Outline

Before you reach for that cloud-based, sunspot-powered geniusphone outlining app, consider the low-tech index card.

The Index Card Outline

I broke out the index cards again and now wonder why I ever stopped using them.

 

I used to write a lot of longer pieces where an outline was a necessity, so in the 80s and 90s I test-drove most of the available outlining software. (Almost none of it is still available, illustrating the dangers of investing muscle memory in proprietary software).

Since then, outlining has been integrated right into word processors (typically poorly), or improved beyond recognition (mind mapping, cloud sorting, etc).

Simple linear outlines from your word processor work fine for simple linear documents, but I recently wrote a couple video projects. After hacking my way through scene after scene using only a simple outline, I knew real discontent.

So I did what any intelligent writer would do — I stole from better, more-experienced writers.

I turned to the 3″ x 5″ index card.

Why The Card Is King

Index cards are a natural pretty much anytime you’re dealing with discrete elements of a larger piece. Like scenes from a movie or book. Or pages and spreads of a brochure.

That’s why they’re still commonly used by screenwriters, and why it was so easy to map my video scripts.

(For documentary/AV style video scripts which use a two-column format, I draw a vertical line down the middle of the card and mimic the script style — the left side is for visual ideas and the right is for sound.)

I also mapped the pages and spreads for an annual report project using index cards, saving time and giving me the ability to see the whole layout at once.

I can reshuffle my scenes or spreads in seconds. Quickly scratch out a badly behaved idea and replace it with a good one. Or simply make sure it all makes sense.

More importantly, index cards encourage the right kind of thinking. There isn’t room to write copy, so you work at the level of ideas instead of words.

By contrast, outliners are recognizably word processors and you’re typing, so the temptation to drill down to a concept-killing level of detail — which amounts to writing — remains.

I used index cards at the start of my career (a savvy account person once taught me how to visually map out a coherent campaign strategy using colored index cards), and once again they’re a valuable part of my toolkit.

I shouldn’t be surprised; I’m using pretty much the same letters and words I did back in the 80s and 90s. Why not some of the same technology?

Keep writing (on index cards if necessary), Tom Chandler.

So Much For Planning (or, Consider Writing Video Scripts)

December 3, 2012, by Tom Chandler 2 comments
Video Script

The plan was to dial back the work for a few months to welcome the latest addition to the family, then tidy up my own online presence before I even thought about accepting more work.

You can guess what happened next.

An existing client needed extra hours. A legacy client popped up. A very interesting new project appeared (and I’m tempted enough to respond to their RFP).

So much for careful advanced planning.

Interestingly — and despite the fact I don’t market scriptwriting — I received a handful of contacts about writing video scripts (they came courtesy my screenwriting blog posts).

It seems a lot of organizations — seduced by the ease with which you can post a video online — are dipping their toes in the medium. And discovering the very real (and painful) pitfalls of just winging it.

A million things can go wrong during video production, and shooting without a script (or at least a “talking” outline) means every one of those million things will try to bite you on the ass.

I don’t know if other copywriters are experiencing a similar spike in interest.

Video Script

Hey, this scriptwriting stuff isn’t so hard (uhh, yes it is, actually).

But I learned the hard way the perils of ignoring the market when it reaches out and smacks you on the head.

I’m not about to become a video scriptwriting specialist. But nature hates a vacuum, and I suspect you could fit more than a few copywriters in this particular space.

More to come. Perhaps even a “How to get started” post from someone who isn’t a screenwriter, but apparently plays one on the Internet.

Keep writing (or even scriptwriting), Tom Chandler.

Friday’s Painfully Awful Video Moment (or, Don’t Write Death Scenes Like This)

September 28, 2012, by Tom Chandler 2 comments

Fortunately, corporate video scripts rarely involve death scenes, but in case you write one that does, don’t do this:

Celtx Giving $10,000 To Independent Filmmakers

September 7, 2012, by Tom Chandler 2 comments
Celtx Seeds 3

I use Celtx screenwriting/production software (free!) to write my corporate video scripts, but I love ‘em to death for their willingness to give back to the filmmaking community through their Celtx Seeds program:

Funding Independant Filmmakers

From September 21st to November 23rd, we’ll select one filmmaker each week to receive a $1,000 grant, plus Celtx promotion. It could be you.
Submit your Video

We want to see your single best storytelling video. Share it through your Celtx account with seeds@celtx.com. If you don’t have a Celtx account, signing up is free and easy.

$1,000 probably won’t take you all the way to the Academy Awards, but it might just jump-start a screenwriting or movie-making career, which isn’t a bad thing.

Celtx Seeds 3

Celtx is giving $10,000 to independent filmmakers…

 

Keep writing (scripts, if that’s what turns you on), Tom Chandler.

How To Write A Powerful Video Script (or, The NASA Video I Wish I’d Written)

July 18, 2012, by Tom Chandler 9 comments

UPDATE: Not only has NASA produced an excellent video, but they also released a free “Mars Rover Landing” Xbox game…

Ten seconds into the average online video, 20% of your viewers have already abandoned you. At 20 seconds, better than a third are gone.

As a copywriter, this means you had better open your video with some drama or a powerful hook, or you just said good-bye to a sizable chunk of your audience.

Which is why this powerful NASA video caught my eye. Titled “7 Minutes of Terror: Curiosity Rover’s Risky Mars Landing” it opens with dramatic music and quickly hustles its way into a compelling voice-over: “When people look at it, it looks crazy.”

And it just gets better from there:

Notice how the tension builds throughout the first minute (analogous to the first act of a TV show or movie). Then the music climaxes, and I thought we’d take a breather.

Instead, the writer dialed it back just a little, launching into a concise explanation of the “Seven Minutes of Terror,” and detailing the problems facing the Mars Rover in a way that kept me wondering until the last minute how they planned to pull it off.

By then, you’re probably on board for the duration.

It’s a classic video formula, and if you’re writing a video script, you could do a lot worse than to follow the old TV plan:

  • In Act 1, you put a kitten up a tree.
  • In Act 2, you put him farther up the tree.
  • In Act 3 — after a lot of drama — you get him down.

If you don’t think this formula works for informational videos, re-watch the NASA video. You’ll notice it’s an almost perfect fit.

Keep writing (with drama), Tom Chandler.

Ken Burns On Great Stories (or, +1=3)

May 17, 2012, by Tom Chandler 5 comments

The Ira Glass video on creativity still draws a ton of visitors, so why not documentary filmmaker Ken Burns? In his personable way, Burns helps us understand what makes a great story (1+1=3). Enjoy.

(found via the interesting Brain Pickings blog)

UPDATE: After watching this three times, I realize I had no real idea how powerful a storyteller he is. His movies had always moved me, but listen to the rhythms and intonations of his speech. He’s always in story mode…

If You Thought “I Could Write A Better Oscar Show Than Those Hacks…”

February 28, 2012, by Tom Chandler 1 comment
The Oscars

This piece about writing for the Academy Awards show comes from Ken Levine’s enormously funny blog about writing and Hollywood (and often the two together).

And copywriters think we have it hard because our client passes our copy around the office:

Let’s say you’re writing a bit for two presenters. You have to have the material approved by the producers, the Academy, probably the network, the actors, their manager, agent, and in all likelihood – their hair stylist. And if it’s for two actors, one might like it and the other doesn’t. You change it to suit the one and now the other doesn’t like it. Then they both decide they want to change it. And their hairstylists get into it. Before you know it, what is left is a horrible, grotesque, painfully unfunny bit and you’re still considered the writer. Actors also sometimes bring on their own writers to “work” with you. And by writers, that could mean their Pilate teacher or life coach. You have three Emmys and now you need your material approved by a Yoga instructor.

Ouch. I once literally sat in a campaign presentation meeting — which included a lot of ad concepts and a sample video — and received feedback (they call ‘em “notes” in Hollywood) from the accounting intern. At least I haven’t won any Emmys.

Keep writing (regardless), Tom Chandler.

A Love Letter To A Piece Of Screenwriting Software

February 14, 2012, by Tom Chandler 7 comments
Celtx media production software

I’m starting work on yet another pair of video projects, and as a writer without much in the way of video experience, my Imposter Syndrome is in full effect.

On a surprising number of mornings, I sit down in my office and start writing in Celtx (open source scriptwriting software).

On a surprising number of afternoons, my clients don’t tell me I’m a fraud.

I owe at least some of the credit to Celtx, the open-source (largely free) screenwriting software that makes writing my documentary format scripts so easy, I can actually focus on the writing (given my skill level, focus is critical).

Celtx media production software

Celtx is free, and pretty damn nice.

I [heart] Celtx

Celtx isn’t the sleekest piece of software ever produced, but it pretty clearly is the Swiss Army Knife of the scriptwriting world.

You can write movie, TV, A/V, radio and theater scripts on the thing (it does graphic novels too, though there’s little point in using it for novel writing), and you can keep your script on track using its virtual index cards and notes.

It’s largely free (I feel guilty about that, so I’ve twice bought the $14 version with the extra features I don’t use), and yes, it’s available on Linux, Mac and Windoze.

All of which impressed me — before I heard they were on the verge of rolling out a long list of improvements (some of which gave me a warm, tingly feeling):

  • A new free cloud service that syncs your projects
  • Updates to their iPhone/iPad apps
  • A soon-to-be-released Android app
  • Sync across all mobile apps
  • Updated desktop app
  • Other things I’m too lazy to type

The Rare Rave

I don’t often rave about software, and Celtx certainly has its faults (a sometimes chunky interface being chief among them).

But I remain amazed by its power and how easy it makes this one part of my job. As someone who paid real money for basically every word processor that was built in the 80s and 90s, free and powerful are an interesting duo.

I have few illusions about my video scripting prowess; it’s not a giant part of my revenue stream, but it is something I do because it’s fun and nice change of pace.

Still, I’ve been around long enough to know that when you’re working at the edge of your comfort zone, a little help is never a bad thing.

That’s why I’m taking a minute to support an open source software package (a largely free one) that makes my job a lot easier.

Keep writing, Tom Chandler.

Ridley Scott And YouTube Partner On A Film Festival

February 3, 2012, by Tom Chandler No comments yet

No less than Ridley Scott introduces the YouTube “Your Film Festival.”

YouTube Preview Image

We’re seeing an explosion in video, and little surprise; many of the technical (and affordability) hurdles have fallen, and what’s left is the usual “Great ideas and hard work” stuff that writers have always faced.

It’s not a bad time to be a videomaker…

Keep writing (and filming), Tom Chandler.

Why Don’t Copywriters Ever Fail? (or, Why I’m Reading Screenwriting Blogs)

October 21, 2011, by Tom Chandler 8 comments

Failure’s as much a part of copywriting as it is any other writing endeavor, yet most copywriting blogs seemingly bounce from success to success.

It’s not very real (and a little boring), which is why I mostly read blogs by novelists, sci-fi writers and (especially) screenwriters.

Screenwriters seem less interested in foisting an image of omnipotence on the rest of us, which is probably why screenwriting is the most spectator-friendly arm of the writing universe.

A good example is Ken Levin’s excellent “The World As Seen By A TV Comedy Writer” blog.

In this riveting post he details the downward spiral you experience when writing for a failing television series:

You will know if your show is in trouble before the actors. You’ll discover that it’s harder to break stories than it should be. The flaws in the premise will become apparent. I co-wrote an episode of a new show once and it took two full days working with the producers to come up with a notion. This was for episode three. That show was dead in the water.

Once you see footage you also start to learn the weaknesses of your cast. This can be particularly alarming if the weak links were all people the network foisted upon you.

Still, everything is relatively calm.

Then the reviews come out. If they’re bad, or even mixed, get prepared to go down to the stage and talk your cast off the ledge. And watch. One bad review. Just one. And suddenly the actors stop trusting you.

Now they start questioning things. Every thing. You’re somewhat under siege.

It’s unpretty stuff (it gets worse before it gets better), but at least it’s real.

Facing Forward (It’s Easier to Face Plant)

I’ve been a working copywriter a long time and have made a good living, and I can say with some certainty we will all face plant at some point.

You’ll find a client you can only fight with, or the project will demand skills you don’t have, or everything will change and you’ll end up doing the opposite of what you pitched (and hating every minute of it), or [insert appropriate atrocity here].

Right now I’m struggling with what I thought was a Dream Client — a perfect match of needs and skills and knowledge.

I even just sent that happiest of emails; the “Wow” note detailing an email clickthrough rate 3.5x their norm.

So the numbers are headed skywards, and the delta between where we started and where we are is huge.

Yet the account’s hanging by a thread.

Really?

Yes.

But not their thread.

Mine.

Sweet Gig, Sour Taste

You land a gig that looks bright and perfect and shiny (maybe it was), but someone gets hired or fired, and suddenly you’re miserable, the work sucks, and your hair is falling out by the handful (full disclosure: I don’t have any hair).

It doesn’t happen often, but rather than dive into the details, I’ll offer up a few simple rules.

Rule #1: Things are usually not as bad as they seem, and from the client’s perspective they may look great.

Rule #2: When things are as bad as they seem, you can sometimes fix them if you can get some face time with the right person.

Rule #3: When you’re bumping heads with someone who has far more access to the decision makers than you do, you lose (about 98.5% of the time).

In this case, things are as bad as they look (from my perspective), but one of the benefits of freelancing is you don’t have to crouch in the corner of your office, trembling with fear.

I never walk away from a client easily — especially one this interesting — but I realize I can walk away.

And yes, I am idly looking around for a replacement client.

Who might have just showed up.

In what amounts to absolute proof the universe is an intriguing place, a client I haven’t seen in twelve years called to talk about availability; he’s got a startup going with a fascinating little product.

He’s a fine and experienced businessman who got sidetracked in the VC world (he might disagree), and he likes his marketing with a side of style and attitude.

Talk about your lucky breaks.

If his new product can get some traction, I’ll have a tough decision to make.

Keep writing (because you never know who’s going to call), Tom Chandler.

Are You Writing a Web Video Project — And Could Use $2K To Launch It?

June 7, 2011, by Tom Chandler 1 comment

I’ve been using open source screenwriting software Celtx to hammer out a few video projects, and while I’m not interested in writing a web video project, I figure a few of my readers might be — and could use an extra $2,000 to get their project off the ground (from the Celtx site):

Over the next 60 days, we’ll select 10 different web video projects to receive $2,000 seed funding. Plus, we’ll promote these projects to the million-strong community of content creators on celtx.com, and on the Celtx channels on YouTube and Vimeo.

It’s part of the Celtx Seeds program, and while you have to like the idea of an open source software company supporting its user base, you’ll want to read the licensing agreement to make sure you know what rights you’re ceding.

Keep writing, Tom Chandler.

the underground

For 27 years I've worked as a copywriter. Despite that, I retain a youthful appearance and remain mostly sane.

I'm a copywriter, but the Underground isn't focused solely on copywriting; it's a reflection of one writer's interest in other writers (and writer's tools, text editors, creativity - and everything else that bubbles up).

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