MAC 212  Radio Advertising Part 2 Writing, Creative & Direction
The Assignment• Assignment  – 3 x 30, 50, 50 or 60’ radio commercials – EACH  – A real client• Radio as a medium• The Proc...
Remember• The Creative Opportunities  – Radio as an intrusive medium  – Radio as a blind medium  – Radio as a friend  – Im...
The brief•   Who are we talking to?•   What do we want them to do?•   Why should they do it?•   Remember it’s a campaign  ...
The RAB’s 5 I’s•   Involvement – how do get involved?•   Identity – Is there a sonic brand?•   Impression – what will list...
Scripting•   Script title / writer / client•   (directions)•   MVO1•   FV02•   SFX: Sounds / Music / etc
Casting• Find the right voice for   • Ginsters  commercial                             • NSPCC• Hard Sell                 ...
Direction•   Is it a natural scene?   •   Super Noodles•   Playing for laughs?      •   Amerada Gas•   Movement?          ...
Campaigns• Common style, tag lines, messages, styles
Sound Design / Post-Production• Theatre of the mind     •   Audi   – Paint pictures       •   Vodafone• Use the space     ...
Using Sound / Creativity / Music•   Use Sounds    • Seatbelts•   Use silence   • Samaritans•   Use voice•   Use music•   U...
Christmas
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Mac 212 casting, direction - dec12

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Mac 212 casting, direction - dec12

  1. 1. MAC 212 Radio Advertising Part 2 Writing, Creative & Direction
  2. 2. The Assignment• Assignment – 3 x 30, 50, 50 or 60’ radio commercials – EACH – A real client• Radio as a medium• The Process – Write the brief first – Compliance – Writing & Casting – Direction & Post-Production
  3. 3. Remember• The Creative Opportunities – Radio as an intrusive medium – Radio as a blind medium – Radio as a friend – Imagination – Character – Surprise – Engagement with the listener
  4. 4. The brief• Who are we talking to?• What do we want them to do?• Why should they do it?• Remember it’s a campaign – Is there a tag line? – What about branding?
  5. 5. The RAB’s 5 I’s• Involvement – how do get involved?• Identity – Is there a sonic brand?• Impression – what will listeners think?• Information – Is it clear?• Integration – one campaign, many outlets
  6. 6. Scripting• Script title / writer / client• (directions)• MVO1• FV02• SFX: Sounds / Music / etc
  7. 7. Casting• Find the right voice for • Ginsters commercial • NSPCC• Hard Sell • Laidlaw• Soft Sell• Character• Accent / Dialect
  8. 8. Direction• Is it a natural scene? • Super Noodles• Playing for laughs? • Amerada Gas• Movement? • Autotrader• Emotion? Tone? • ITV• What’s happening?
  9. 9. Campaigns• Common style, tag lines, messages, styles
  10. 10. Sound Design / Post-Production• Theatre of the mind • Audi – Paint pictures • Vodafone• Use the space • London Zoo – It’s a radio! • Network Rail• Radio is blind – imagination• Microphone technique• Mixing / stereo field• Stand out
  11. 11. Using Sound / Creativity / Music• Use Sounds • Seatbelts• Use silence • Samaritans• Use voice• Use music• Use humour• Simplicity
  12. 12. Christmas

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