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