For a communications class that I am currently taking, we were tasked with making a video. Specifically, a video for a promotional campaign for a chosen company, I picked Nike. I have experience creating simple advertisements and chose for my video to be a voiceover alongside photo and video elements.
As you’d expect, I had to create a script!
To start creating a script, it's helpful to have a clear idea of your concept, tone, and the brand's message, if you are representing one. Having a video with a tone different from the brand you represent will feel fake and be less successful. I knew I wanted to create a video that didn’t have too much going on. I was aiming for simplicity and the focus being on Nike products, not individuals. I figured that displaying the products would be more appealing than someone talking about them.
As for the scriptwriting, my goal was to encourage people to purchase Nike products from Nike, rather than knockoffs or third-party sellers. A detail I wanted to encourage, without directly stating it multiple times, was purchasing Nike in stores. I felt that the best way to do that was to show the shoes on shelves. I didn’t want to target just men, women, or children, so I made sure the words I chose didn’t close off other demographics. My main line was “Choose right, choose Nike.”
After all of that, what did I learn?
I learned how important it is to align your message with the brand’s identity and tone. Yes, you can make whatever video you want, but simplicity is powerful with creation. I didn’t have to develop a complicated 10-person ad with a targeted reach. There will always be a specific demographic for each brand, but you can choose words that will not exclude other potential demographics. This has taught me to create content that will share the brand’s message through words and visuals.
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