10. February 2023. • PRODUCTION

WHAT IS A STORYBOARD, pt.2

In the first part of the blog, we defined what a storyboard is and why we need it, and this time we talk a little more about one specific version.

Agency storyboard

When a more or less well-known company (i.e. the client) wants to advertise their brand, it will turn to an advertising agency or/and a studio to help them do that. The client will present his wishes, intentions and desires and it is then up to the agency to come up with an interesting and exciting idea (or ideas!) that will present the client’s brand in the desired way.

For the agency to present its idea to the client in the best and most interesting way possible, and ultimately secure the job, among other things hiring an illustrator is the best way to go. He is the key player in visualizing their idea. The illustrator then usually receives a script, a detailed description of the scenes (information about what the agency wants to be presented in certain scenes and frames) and possibly stock photos or clips that should present the atmosphere and look of the advertisement that the client wants as clearly as possible (a mood board).

With an agency storyboard, it’s important to tell a story, but it’s even more important to present the brand as genuine and beautiful possible! Therefore, it is necessary to adhere to the agency’s instructions and wishes as much as possible, and the drawing itself must be of high quality and visually attractive, often in colour, without caricature characters and rough sketchy drawings (unless this is exactly what is requested!)

In the end, the client can get the wrong idea about the final product, and maybe even give up on the whole idea. But if (or when) the idea is approved by the client, the agency then moves to the next phase, which is pre-production. Then they finally hire the director they think is the most suitable to bring their idea into life. But for the director to be able to put it into action, he has to offer the client his visual presentation of their idea (along with some additional information), and that’s why he needs, you guessed it, a storyboard!

Ivica Ico Pustički

Here at Brojka we love to doodle and sketch and storyboards turn into little works of art, which makes us even happier! In the next blog, we will write about the director’s storyboard, the most cinematic of all versions.