Part 2. Nothing matters more than the script

When the brainstorming dust has settled, it’s harvest time for a copywriter. The client needs a script. And he will certainly get it.


We’re all up-to-date and with it, but some smart aleck / wise guy still jokes that a copywriter is just a person that works with a copy machine. In other words, he makes copies.

Ok, let’s clear this up for once and for all – a copywriter writes! In particular, he writes scripts. But we’re getting ahead of ourselves here…

First our client receives several concepts generated from brainstorming. His chosen variant becomes a work-in-progress, and after long hours of intellectual labour it becomes a script. During this stage it exists as an open document so that all parties concerned may comment on or edit the script.


The main task at this stage is to confirm the words of the speaker. You cannot make major changes in voice over afterwards – except perhaps some adjustments to intonation. If you want to make more drastic changes, you’ll need to record the voice over again. It pays to get it right the first time!

Picture this!

Check it out! More characters appear on the stage of creation. Enter stage left…. an artist. He makes sketches for a storyboard – an illustrated script with pictures.

In fact, it’s a comic strip. Those sketches provide the key to the future visual content.


Once the storyboard is approved, it becomes an official document for working out the video sequence. Approve it carefully/with caution. Afterwards, it may be too late to change anything.


Terminator 2 storyboard piece

Our long way starts with a storyboard. Further steps of creating video presentation will be described in the near future. Stay tuned!