Posts Tagged ‘television’

writing tips for the criminally inclined

May 2, 2013

Great writing takes guts and danger and an edge of crazy. Not for the faint of heart. If you want to plunge into that world, here’s what you need to know.

1.     WRITE DRUNK

Hemingway said, “Write drunk. Edit sober.” Martinis aside, he meant don’t hold back in your first draft. Dump every insane, half-baked, inspired, stupid idea onto the page. Later you can carve it up with the exacto knife.

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 2.     STEAL

In his book, “Steal like an Artist,”  Austin Kleon claims that no original ideas exist. So seek inspiration everywhere: from that pop song, to the Chagall exhibit, to that trailer that blew you away. Don’t be afraid if something’s been done before. Steal, then transform.

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 3.     PUNCH

Forget soft, wimpy words. Seek out action verbs. Make your sentences brief and direct. Use short words—they get into the brain faster. If your sentence starts with “there is” or ‘it is” then, pal, your punch lacks power.

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 4.     FAKE YOUR IDENTITY

Engage in identity theft. Try on other personalities in your writing. Personality inspires word choice, cadence, and can transform something dull into entertainment. Just ask Randall, the guy who turned a film on Honey Badgers into 59 million YouTube hits (and counting)!

  5.     MURDER

Once you’ve spilled your guts onto the page, go in for the kill. Axe those extra words. Strike out adjectives. Murder those ideas that you love, but don’t fit the goals this time. Kill your darlings. Only the strong survive.

What are some of your favorite writing tips?

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in the mood

April 28, 2010

The villa was lovely with its view of the beach and heated pool.  I could have remained on the porch indefinitely watching coffee cups, wine glasses, and olive pits pile up. Instead, a morsel of motivation prevailed.

We piled into the mini van and, after an hour of wrong turns and Google maps, found the village. A castle rose from the top of the hill, guarded by a statue of a 12 foot tall knight in full armor. Did someone say M’lady?

We passed through the gates and entered the 13th century.

It took me a moment before noticing the music.

No apps. No guided tours. Just the sounds of classical guitar filling up the courtyard and mingling with the ruins. We climbed ramparts and looked over the turrets. Easy to imagine busy markets or peasants below.

Sometimes, in advertising,  we get so caught up in embellishing moments with a special effect or over-the-top visuals that we forget the simple power of music to move us. It weaves an atmosphere and helps tell a story.

In this spot below for Che Men’s Magazine, I love how the music puts us in the mood.

What music puts you in the mood?

good morning, sunshine

March 15, 2010

We love spring.  Crocuses nosing up from the earth. Sunshine spilling onto the sidewalk when you leave work.

But up in Inuvik, the Canadian Artic, sunshine has an even greater power. For sixty-six days of winter, they’re encased in darkness. Which makes this documentary style spot, from Tropicana Canada, so charming. And their message about brighter mornings so meaningful.

Find a story. Or make a new story that meshes with your brand. Tell it honestly. You invite people to experience your message, instead of bracing themselves for your sell.

What story is waiting for you?

our favorite un-app

December 2, 2009

We love how, when everyone’s going in one direction, someone chooses to head in the other.

Like this spot for the Florida Keys. Simple. Memorable.

What’s your favorite twist?

our favorite ‘lil spot this week

November 10, 2009

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Life these days is all about first impressions; 5-10 seconds and you’re summed up. That’s what the researchers, psychologists, and HR directors across the country will tell you. Everyone does it – we can’t help ourselves.

Our fave spot this week suggests things aren’t always as they appear.

uncorking ideas

October 15, 2009

It’s spring in Johannesburg and if that’s not enough to put a smile on my face, new friends and fantastic wine does.

Preparing another session of Write With Balls, this time for Promax/BDA Africa and I turn on the TV. What’s on in the southern hemisphere? Plenty of channels and a familiar line-up; Discovery, Nat Geo, Cartoon, and CNN. But I watch for the ads.

So, how does Coke talk to its customers? With music of course. There’s a detergent for doing laundry in a bucket vs a washing machine.

Plus ads for a very special kind of bra. Well, not exactly a bra — something you wear over a bra. These print ads show you what you need to know.

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More from Jo-burg in a day or two. In the meantime do you ever turn the TV on when you travel, if so what do you like? I once saw a game show in Italy that was over the top. You?

SouthAfrica

your happy spot

August 25, 2009

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Is that optimism I smell in the air?

Here’s a little happiness from Passat. And if the singing doesn’t lift your mood, look for the smiling sheep near the end.

What do you think–is the tide turning?

our favorite ‘lil spot this week

June 15, 2009

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Axe doesn’t mince words, only genders.

More great spots coming in our Promax session, Write with Balls.

10:30 Thursday June 18th in NYC