The ‘one frame’ goal is another form of reductionism. By definition, the simplest ad needs only one cut, or camera set-up (not including the end frame).

This is not a rule you need to place on every script you write, but it is a useful tool because it forces you to keep it simple.

Aim for as close to one frame (two or three is good, too), or at least be in a position to capture the basic idea in a single frame, as if it were a poster, even if the final ad uses more frames to improve the story telling.

Leave a Reply

Please log in using one of these methods to post your comment:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s