Mac 212 casting, direction - dec12
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The document provides guidance for a radio advertising assignment involving writing three 30-60 second commercials for a real client, discussing key aspects of crafting radio advertisements like understanding the target audience, developing a clear message and call to action, and utilizing production techniques to engage listeners without visuals through storytelling, sound design, and voice acting. It also reviews best practices for the creative and technical process such as script formatting, casting voice talent, directing voice recordings, and ensuring a cohesive branding strategy across a campaign.
Mac 212 casting, direction - dec12
- 1. MAC 212 Radio Advertising Part 2 Writing, Creative & Direction
- 2. The Assignment • Assignment – 3 x 30, 50, 50 or 60’ radio commercials – EACH – A real client • Radio as a medium • The Process – Write the brief first – Compliance – Writing & Casting – Direction & Post-Production
- 3. Remember • The Creative Opportunities – Radio as an intrusive medium – Radio as a blind medium – Radio as a friend – Imagination – Character – Surprise – Engagement with the listener
- 4. The brief • Who are we talking to? • What do we want them to do? • Why should they do it? • Remember it’s a campaign – Is there a tag line? – What about branding?
- 5. The RAB’s 5 I’s • Involvement – how do get involved? • Identity – Is there a sonic brand? • Impression – what will listeners think? • Information – Is it clear? • Integration – one campaign, many outlets
- 6. Scripting • Script title / writer / client • (directions) • MVO1 • FV02 • SFX: Sounds / Music / etc
- 7. Casting • Find the right voice for • Ginsters commercial • NSPCC • Hard Sell • Laidlaw • Soft Sell • Character • Accent / Dialect
- 8. Direction • Is it a natural scene? • Super Noodles • Playing for laughs? • Amerada Gas • Movement? • Autotrader • Emotion? Tone? • ITV • What’s happening?
- 9. Campaigns • Common style, tag lines, messages, styles
- 10. Sound Design / Post-Production • Theatre of the mind • Audi – Paint pictures • Vodafone • Use the space • London Zoo – It’s a radio! • Network Rail • Radio is blind – imagination • Microphone technique • Mixing / stereo field • Stand out
- 11. Using Sound / Creativity / Music • Use Sounds • Seatbelts • Use silence • Samaritans • Use voice • Use music • Use humour • Simplicity
- 12. Christmas