Role: EP, W and Ed
The Ask: Create a video for the start of a sales kick off meeting to hype the audience
My Role: Producer, Copywriter and Editor
The Challenges: The agency shared an TV commercial that the client liked as inspiration. The spot featured stock and original footage in a high energy, aggressive style. The agency knew creating something similar was out of their budget and appetite. They indicated, “ours will be simplified and stock-driven, but it’s this energy and approach that we’re looking to emulate in this video.”
From the delivery of the brief to the delivery of a final video would only be 3 weeks. That’s a tight deadline in the best of circumstances given client and agency reviews turnaround. Did I mention the work would occur over the holidays, too?
The agency immediately shared the work they’d done on the entire meeting (tone, visuals, themes, etc.) including some preliminary work on the kickoff video. I digested it all. Quickly synthesizing that work with the inspo video. Thinking of the shape a script might take.
Two days later, I joined the agency on a call with their client. He proudly revealed that he had written a script. He had AI help him write one based on Apple’s “Think Different” campaign and the “To the crazy ones” commercial. The Apple spot was nothing like the TV commercial previously shared as inspiration.
I took what was shared and in one day shared a first draft that simplified the copy. I rearranged it. Threaded a needle thematically. Gave it some narrative thrust. And most importantly developed a list possible and financially feasible stock footage that could literally or metaphorically support the copy.
After a few rounds of feedback, I made some tweaks to the copy and had a second draft 4 days later with more realistic footage based on cost and tone. The approval came quickly and I set to work to bring the video to life editorial to meet the fast-approaching deadline.
Client generated script
My thoughts and ideas
First draft of my script
Approved final script
