Portfolios : Copywriting, Scriptwriting, Production
|
A few well-chosen words hit hardest. As an agency copywriter, I write as few words as possible. Most of the time, I'm listening carefully to clients, developing and honing concepts, and doing topical research.
Over the years, I've developed skills particular to every medium. Each of these portfolios represents some of my work in one medium. In all the portfolios except marketing, words represent maybe a third of my work. Beneath the surface are hours spent honing concepts and laying foundation for the few words that show up in the final pieces. In the case of interactive production and writing, I was on the front line in the nineties. As part of Bridge Worldwide's transition to an interactive agency, I was instrumental in devising the creative-development triad (designer, programmer, writer) and principles of user focus. At agencies around the world, these were evolving simultaneously, and the triad and user focus became standard practices. |
| When I write a script, I'm telling a story. I need to entertain, communicate, and imprint a positive memory of my client's message. I also have to weigh my audience's tastes, the environment in which the piece will appear, and the volume of information I have to communicate. All these, plus time and budget restrictions, bear on the tone and pace of the script I write.
I've written a whole lot of radio, a lot of TV, and some video for various presentations. I've also worked with "real people," non-actors whose presence gives my client's message credibility. Working with non-actors requires me to be a deft interviewer. I ask the right questions, keep my subject at ease, and keep them talking without intruding. Because I'm also an agency producer, I negotiated with and joined in selection of all vendors and was the client's advocate on the scene during production. I produced all audio and directed all voice talent. |
| As an agency producer, my role in production is to negotiate with and direct vendors. Making a positive imprint of my client's message is the only goal of my production jobs. On a video shoot, with busy, expensive people running in every direction, I keep everyone focused on that message.
Apart from staying on message, my production style is highly collaborative. I assume everyone I work with is as good at what they do as I am at what I do, or better. I demand − and reward − their best and most creative work. |