You can go about producing a Branding Intro video by designing on the fly, but this approach can drag you through pitfalls you hoped to avoid, and before you know it, the happy Hollywood ending you expected to create in spectacular cinematic style ends with an unexpected plot twist – and not the edge-of-your-seat suspenseful kind of ending that you go raving about to your friends. If you’re not careful, your Act III will be more like a bad horror film you watch that makes you wish you could get back that time. What can be worse than that? If you don’t plan your production properly, it can all go wrong fast, before you realize it’s happening. That Grand Finale you imagined can quickly become the Final time your client hires you to do a job.

If you don’t write exactly what you want to express, that lack of precise direction will result in your drifting, like a ship without a rudder, subject to every shift in the ocean’s tide. This will alter the results in ways you did not anticipate, which can effect the delivery [of the message] and even the story itself. In fact, if you seek out a freelancer to do work for a project, on marketplace portals like fiverr or upwork (formerly elance), chances are their process is likely to be sort of * helter-skelter

* Learn more about the music origins of the term helter skelter and its use in American vernacular.


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Stage 1 | Story Structure

Whether it is a new concept that requires a story or a script outline which has already been established, the first stage in my process starts with the structure of the story. Rewriting a script that has already been provided to me may seem redundant, but there is a purpose for doing this. The rewriting of a script is not necessarily meant to change the story or message (unless it is specifically requested). It an effective way for me to describe to the client precisely how I will portray the story including the logic and the intended response of the viewers to each scene of the intro.

Don’t get it twisted.  I am not suggesting that anyone go and write a technical manual. That’s the last thing anyone wants to read. I prefer to write my version of the story in cinematic fashion – that is, in screenplay format, using all of the screenwriting techniques i have adopted from my training and experience. In my opinion, this is the most efficient way to convey what I am able to produce with the resources available to the project, and in such a way that is engaging and even enjoyable for the client to read, and not at all technical, so it’s easy for anyone to understand…And who among us doesn’t understand and enjoy movies?

Read the script I wrote to pitch a video intro for Honor Code High Precision BBs. The data specifications, features and benefits that needed to be emphasized as selling points in the extended version of their intro were based on their company Brand Book – a design style guide which had been prepared by another company that designed their logo and corporate identity.

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