Your SlideShare is downloading. ×
0
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
McKee's 10 Commandments of Story, and why they matter for Brand Strategy
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

McKee's 10 Commandments of Story, and why they matter for Brand Strategy

2,886

Published on

A work-in-progress presentation connecting Robert McKee's 10 Commandments of Screenwriting (copyright Robert McKee) to Brand Strategy.

A work-in-progress presentation connecting Robert McKee's 10 Commandments of Screenwriting (copyright Robert McKee) to Brand Strategy.

Published in: Education, Technology
0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,886
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
70
Comments
0
Likes
9
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Transcript

    • 1. McKEE’S TEN COMMANDMENTS of SCREENWRITING ) stra tegy d b ran e r for y matt y the (and wh
    • 2. 1. THOU SHALT NOT TAKE THE CRISIS ORCLIMAX OUT OF THE PROTAGONIST’S HANDS (OR, NO ‘DEUS EX MACHINA’ ENDINGS).
    • 3. 1. Deus Ex Machina = NO FOR SCREENWRITING: If the world’s about to end, let it. No “And then I woke up.” FOR PLANNING: Your PRODUCT is your protagonist, and IT must be responsible for any benefit/conflict you’re inciting. Don’t pull something completely foreign or disparate out of thin air.
    • 4. 2. THOU SHALT NOT MAKE LIFE EASY FOR THE PROTAGONIST (OR, NOTHINGPROGRESSES EXCEPT THROUGH CONFLICT).
    • 5. 2. Conflict makes the world go ‘round. FOR SCREENWRITING: Your hero has to overcome hardship, and if it’s going to be interesting to your audience, it can’t be easy. FOR PLANNING: Easy is a cop out. Yes, you can check a box, but without some conflict, your content’s not going to resonate.
    • 6. 3. THOU SHALT NOT USE FALSE MYSTERY OR SURPRISE.
    • 7. 3. Keep it real. FOR SCREENWRITING: Your payoff has to be a real PAYOFF. FOR PLANNING: Know your target well enough to know what’s going to resonate. If it’s something that’s NOT, don’t do it.
    • 8. 4. THOU SHALT RESPECT THINE AUDIENCE.
    • 9. 4. R-E-S-P-E-C-T FOR SCREENWRITING: Your audience isn’t dumb. Don’t treat them like they are. FOR PLANNING: Know exactly who your target is, and learn to love them (or at least appreciate them).
    • 10. 5. THOU SHALT HAVE A GOD-LIKEKNOWLEDGE OF YOUR UNIVERSE.
    • 11. 5. Be the master of your domain. FOR SCREENWRITING: It’s about knowing 1. the fictional realm you’re creating as well as your hometown and 2. understanding your audience’s reality outside of a darkened movie theater. FOR PLANNING: It’s all in the details. Do your research and know the minutia of your target’s existence.
    • 12. 6. THOU SHALT USE COMPLEXITY RATHER THAN COMPLICATION.
    • 13. 6. Why’d you have to go and make things so complicated? FOR SCREENWRITING: Just because a lot’s going on doesn’t mean your story’s compelling. There’s more to it than simple action. FOR PLANNING: Live and die by your key idea. A strong one can be the difference between complex and complicated.
    • 14. 7. THOU SHALT TAKE YOUR CHARACTERS TO THE END OF THE LINE.
    • 15. 7. FIN FOR SCREENWRITING: The story isn’t over until your hero has faced the gravest challenge possible (within the realm of your story) and a final, IRREVOCABLE conclusion has been reached. FOR PLANNING: Complete the circle across all touchpoints. Don’t leave questions unanswered.
    • 16. 8. THOU SHALT NOT WRITEON-THE-NOSE DIALOGUE.
    • 17. 8. Cornball cliches need not apply. FOR SCREENWRITING: Show it, don’t say it. FOR PLANNING: Show it, don’t say it.
    • 18. 9. THOU SHALT DRAMATIZE THINE EXPOSITION.
    • 19. 9. Start with a bang. FOR SCREENWRITING: Start big and immediately. Your inciting incident should be, ideally, on the first page of your script, but can be no later than the third. If you haven’t figured out a way to grab ‘em by then, you’re screwed. FOR PLANNING: Make your mark at the start.
    • 20. 10. THOU SHALT REWRITE.
    • 21. 10. Writing is rewriting. FOR SCREENWRITING: If your first draft’s the same as what you see on screen, you’re doing it wrong (or you are possibly in an alternate universe because that has never, ever happened in the entire history of cinema). FOR PLANNING: Let your idea sit, and come back to it. Collaborate, get feedback. Tweak.

    ×