Find out why things go where they go. Find out why particular scenes in a particular film sequence are edited together or in the fashion they are or in the time that they are and the way that… Read More

The final twist. The approach of ‘sending a person in one way then pulling the rug from under them’ is a perfect, popular technique in TV commercials. In fact, it’ a tried and tested method. Advertising Concept Book… Read More

A lot of directors make mistakes in (filming videos) when you shoot too long and don’t get your ass to the edit. Lil Jon – All-Star Celebrity Apprentice 2013 Episode 9

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… Read More

When you create any idea for (video), ask yourself honestly: will this stand up to repeat viewing? Avoid anything that might quickly annoy and irritate (either the entire concept, or part of the idea such as dialogue or… Read More

Leave it to a director to (not) understand your idea. Be open minded to suggestions, but remember: your job is to make the ad communicate; to make sure the main idea isn’t getting ‘lost.’ Advertising Concept Book (Second… Read More

You can always argue about it in post-production – but you can’t argue about footage that isn’t there! Advertising Concept Book (Second Edition) by Pete Barry

Seven key ingredients that determine whether a message will be passed on by people: 1.) An immediately outstanding story 2.) Stickiness (in people’s minds) 3.) Relevance 4.) Portability (how free the idea is of barriers) 5.) Shareability (how… Read More