Direct Response Scripts, Written to What You Can Shoot

A thirty-second script that also has to live as fifteen and six is three scripts, and we write it that way from the outset rather than trimming afterwards. The claim lands by second four in all three, because every cut-down eventually loses its ending, and the ending is where amateurs keep the reason to buy. Before we write: We ask what footage exists. A script written for material you cannot shoot is an invoice for a rewrite. So the first exchange is your asset inventory, the shoot budget, and whether you have talent, a location and the product in hand. For manufacturing accounts that usually means a day in the plant with the constraints named: what can be filmed running, what cannot be stopped, what must stay out of frame. For sports and fitness it means who is on camera and what their contract permits them to claim. We have declined briefs because the product had not arrived — writing without having handled the thing is how you end up with a line any competitor could also say. What a script looks like here: Timecoded rows: action, voiceover, on-screen text, and the shot the editor needs. Subtitles written as text rather than left to auto-caption, because auto-caption in Spanish mangles product names and units. A caption and a first comment where the platform uses one. And a shot list a producer can price without calling us, though they usually call, and we take the call. Spanish and English are written, not translated: The same content read aloud in Spanish takes longer, so a thirty-second Spanish script carries less than the English and has to surrender something. We decide what goes, in writing, rather than letting an edit decide it at three in the morning. On-screen text is set separately per language, because the line breaks fall in different places. Claims: Every claim is tied to a source before it is shot. In sports and fitness, health and nutrition claims in the EU are limited to what is authorised under Regulation 1924/2006 — if a claim is not in the register it does not go in the script, and we will offer the version that is. In kids and family in Spain, scripts go to AUTOCONTROL Copy Advice before the shoot. Industrial performance figures are tied to a test report and their conditions are stated out loud, because a figure without its conditions is the one a competitor's sales team will use against you. Not included: Production, casting, editing, media. We will attend the shoot as author and rewrite on the day when the location argues with the page, which it will. Not for you if: You want a creator to imply ownership of a product they were sent, or a testimonial from somebody who has not used it. You want the script to promise a result that depends on the customer's own effort, or on a landing page we have not seen. Or you are buying scripts in batches to feed a posting schedule — that work exists, it is cheaper elsewhere, and we would be a poor choice for it. What we will tell you for free: If the offer is the problem, no script fixes it. We say that at kickoff rather than four weeks and one shoot later.