• designing and elaborating a creative concept for various contents
• writing a screenplay for a TV commercial
• writing a screenplay for a radio commercial
• writing scripts for online video
• writing a script for an explainer video
• writing scripts for an interactive museum experience

You will find it challenging to produce a good video or commercial if you do not develop a clear concept and story before shooting. The concept must be feasible and attractive to your target audience, and it must fit into the given budget. A professional copywriter has all these essential things in mind when writing a screenplay. The essence of the art of such a way of writing is to tell a story taking into account all the possible requirements of the client and the production.

A video script is a document that starts the video production process. Based on it, a storyboard is created, a kind of comic that connects the story and dialogue from the script with the first sketches of the characters and the video’s visual style.

We are developing the script in cooperation with you in several steps:

• a meeting where we learn about the strategy, your marketing goals and expectations from advertising or video content
• the copywriter announces the creative concept of the video and the first version of the script
• in collaboration with the producer, the copywriter refines the script to meet all production requirements or to ensure a high standard of quality of the final product within a given budget
• presentation of a script or storyboard to you, the client, commenting on the concept and story, talking about the characters and details
• possible corrections and refinement of the script

After the final approval of the script by the client, we start the production process, and here you can find everything about how we create video content in Brojka.

The answer is simple – everywhere! Even in media, there is not much text. A key concept and story that emotionally engages the potential user are needed. If you’re doing an ad without dialogue, you also need a story. Suppose you’re doing an interactive museum experience with no verbal communication. In that case, you also need an umbrella concept and a story that runs through the experience in space. The writer’s primary skill is the ability to convey a story through any medium.

The form and content of a video script depend on its type and purpose. Due to its limited duration, the script of a TV commercial is generally no longer than one page. It includes a short and effective dialogue or voice-over, an effective ending, and descriptions of characters and environments.
For example, the employer branding video scenario is several pages long and includes employee statements in addition to voice-overs. Sometimes, together with the client, we come up with a text that the employees will speak to, and then they rehearse it before recording. Sometimes we record employee statements without a prepared text. Then the copywriter’s task is to devise guidelines and questions that will help the director get meaningful and interesting employee statements on the recording.
We approach the writing of the script extremely seriously. Based on it, we plan other steps within the production.

Imagine how many different types of media and communication channels exist today. Copywriter designs stories and texts for almost all existing communication channels:

• devising an umbrella idea and concept for a campaign or experience
• script for video and advertising
• game script and interactive experience
• texts for the web
• blogs – ideas for topics and writing texts
• posts on social networks – ideas for topics and texts of posts
• event scenario – writing a text for the facilitator and designing experiences for the visitor

The copywriter is usually the first creative you work with, and it’s only when the story and script are set that we meet designers, illustrators, animators and directors.

Each medium has its own laws that a copywriter must follow if he wants to design an optimal message.

When a copywriter writes a script for a radio commercial, sound effects need to be devised to evoke the atmosphere and story of the commercial. If he writes a blog, he must keep in mind the SEO strategy, using the most important keywords, in order for the blog to have as many readers from the target group as possible. If, for example, he writes about an interactive experience in a museum, he has to figure out how the story will “come to life” in space.

Copywriter’s task hasn’t changed since the golden days of advertising you could experience in the “Mad Men” series. The mission has always been to make the product as simple, skilful and efficient as possible with the positive emotions that motivate the purchase. The great copywriters were masters of story and emotion. But what you are constantly changing are the media that the copywriter writes about. Copywriters from the “Mad Men” era wrote print and TV commercials. A modern copywriter writes posts for Facebook today, a script for a YouTube pre-roll video tomorrow, and the day after tomorrow, he will have to develop a story and ad for a digital medium in which he has never worked before.

Good modern copywriters write equally well for both traditional and new media. They are familiar with the laws of all media. Within their framework, they create emotional and inspiring stories and messages.