Sunday, March 28, 2010

Working in Small Spaces

From the archives, an assignment for a suite hotel with three major benefits: amenities, size and location. Rather than listing the three benefits in one small space ad, running three ads in rotation and highlighting one benefit per ad proved more effective.

Saturday, March 20, 2010


Creating the illusion of the improbable is the art of many who are far better than I. Photoshop offers talented artists the opportunity to change the visual story from one that is "everyday" to one that may help deliver a message by prompting both interest and retention. (If you're interested, I've added the original photo below...)

Wednesday, March 17, 2010

Saturday, March 13, 2010

Turtle Time

Wednesday, March 10, 2010

Storyboarding the Message

While looking though the archives I came across these two 30 second television spot storyboards: one for the Red Cross and the other for Health Canada/Family Service Canada.

The purpose of a storyboard is not to be a work of art (a good thing in my case) but to sketch out the concept, and to present how the audio and visual elements can work together to deliver the message. Once approved by the client, they are used to invigorate the production process from accessing talent, planning locations, lighting, prop and sound needs, and act as a script and a visual guide to shoot and edit through to the final product.

Kudos to mentors and team members Steve Williams, Stephen McGill and Michael Hicks, amongst many, many others...

Tuesday, March 9, 2010

Scripting Radio - Tell a Story

From the archives: a draft script for a thirty-second radio spot for a telephone company which draws on the history of the country and highlights the efficiency of modern services – in this case, the Bermuda telephone company, Quantum.

Radio is an opportunity to tell a story in 30 seconds. If set up properly at the outset, a spot like this, by subtly mixing in an ongoing, consistent flavor of sound effects and character roles, can be taken over the long term, and be spun off into a long term "brand personality" for the client in order to present updates to the benefit messages.

Thursday, March 4, 2010

The Whoosh You Hear...

Reaching people in order to 'plug' (sorry) a good cause and enlist support and donations does not necessarily mean a picture of a woeful child with tears in their eyes. That tactic got old decades ago but remains a mainstay for charities. Fresh approaches can look past that and break through the charity clutter to demonstrate to target audiences 1) the need, and 2) that the viewer can be a part of the solution. Here, hard statistics from a reputable source provide the impact. Imagery provides a depiction of issue/solution.

All that's missing in this rough concept is the contact information. Or maybe it's not missing and is just an overall thought meant to give people the opportunity to choose their own path... hmmm...