The reading room.
Practical reading on film, television, advertising and business pitches.
1,000 articles · Four ways into the work.
1,000 articles · Page 13 of 42
Give Treatment Words and Images Different Parts of the Explanation
Pitch an Audio-Only Commercial Without Describing a Film Nobody Will See
Describe Speed Changes Without Confusing Slow Motion With Slow Pacing
Let Wear, Mess, and Traces of Use Tell the Commercial’s Story
Trace a Treatment Reference Back to Its Source Before You Describe It
Pitch a Commercial Made From Audience Submissions Without Promising the Missing Material
Give an Animal a Story Role Without Promising a Specific Performance
Pitch a Child’s Point of View Without Writing a Small Adult
Build a Song-Led Commercial Without Making the Images Repeat the Lyrics
Review the Treatment With a Producer Without Letting Cost Answer Every Creative Question
Decide What a Look Into the Lens Means in the Commercial
Check the Actual Treatment File You Intend to Send
Pitch a Brand Film That Shows Its Own Making
Show Memory in a Commercial Without Reaching for a Vintage Filter
Show a Product Range Without Turning the Commercial Into a Catalog
Pitch a Services Business Through What Repeats Across Engagements
Problem and Solution Slides: Show the Customer’s Work Before and After
Positioning, Tagline, and Slide Headline Are Different Writing Jobs
Explain a Product’s Pricing Model Without Recreating the Rate Card
Choose a Product Difference the Buyer Can Actually Use
Show the Alternatives Customers Actually Use—Not Just Competitor Logos
Name an Unfamiliar Product Without Sending the Reader to the Wrong Category
Show Who Must Agree at Each Step of a Complex Sale
Write a Sales Discovery Summary the Customer Can Correct