Multimedia Best Practices

All The Words A Stage …

Scriptwriting for Video-Production

By Vera Burianek

Good video production is always scripted.

I can guarantee you that nine out of ten times a good quality production has been carefully scripted. Many companies, pressed for time, insist that a production house bypass this important step. It is possible to shoot a commercial without a concept or script, but this approach requires a skilled producer. As he shoots, he plans the action, sees the company’s correct objective or selling point, and arranges all the components harmoniously, while he is constantly considering the best way to promote the given company. Such producers are very rare to find.

CEOs interested in purchasing a video from a huge production company will often first talk to a salesperson. Later they’ll be referred to a production person, but they’ll rarely meet a scriptwriter. In many instances you need to be your own scriptwriter. You need to ask yourself what it is you want to sell and at what your company is best, and stick to this easy “story board”.

Scriptwriting is specialized.

There are many different genres of writing, such as poetry, novels, reports, business, and advertising. And yes, there is also scriptwriting, which is often the most difficult to grasp. If you write for any print media, you have to describe all the action. It is up to the reader to use his own imagination to fill in the details. Journalists use pictures that catch attention and “speak a thousand words”. In video and film, the visuals can be so powerful that they can stand on their own. Think of the silent movies and Mr. Bean. Both do very well without words. In the best video or film, however, some well-chosen complementary words are necessary. In fact, in some difficult situations, words can give clear meaning to an ambiguous situation.
Should we shoot now and script later?

There are two approaches to making a video: you may shoot and then add words – which works well in documentaries; or you may prepare a story board with some key words, which works well for commercials and infomercials. Training videos rely heavily on words. Their text can become highly technical and hard to understand. Remember to simplify. In this type of video it is necessary to insert graphics into the long passages, thus restating what the trainer is teaching. Illustrate many points with pictures and video clips.

What Words to use?

The words you choose will often dictate what you will shoot and where you will point your camera, which people you will interview, what time of the day, how long, how many, and so on. The words must complement the pictures. Use words to describe some characteristics that are not apparent in the video. When you use words, be certain that they describe the pictures you are showing in a timely fashion.

Voice-Overs must flow.

Some of the script will be spoken as a voice over (VO). Remember that spoken words have to flow. You need to write for the spoken word or else the VO will sound stiff or awkward and you will lose the audience. Not until I read a written passage aloud do I find out which words flow and which do not. Many combinations of words and long sentences sound awful when read.

Personally, I love companies that provide me with the facts and rely on my skills to put the script together. Many experienced grand writers and CEOs will insist upon writing their own scripts, and although they are capable writers, chances are they have never written a script before. I find it hard to cut their scripts, not because I can’t do it, but because I don’t want to hurt their feelings. Sometimes a producer is faced with a dilemma: produce an inferior video or risk losing a client.

Timing is everything.

Video timing is hardest to explain. A thirty second commercial takes about 120 rapidly spoken words. You might only need 300 words of concentrated information for a three minute video. Remember that a three minute video does not mean three minutes of talking. Pauses are essential and testimonials might fill as much as one minute of the video’s content.
There is one area that I will never script, and that is original testimonies. Scripting testimonies kills spontaneity. It is best to tape several interviews, asking just the right kinds of questions, and then find the testimony that is best suited for the situation. Don’t get stuck with one unenthusiastic customer who has difficulty putting two coherent words together.
The above information is intended to help companies work more effectively with a production house, see the difficulties producers face, avoid embarrassing situations, and ultimately create a successful production!

Vera has assisted hundreds of companies to project their best image on video. She owns VBPS TV and VERA Multimedia. To contact her, e-mail Vera@vbpstv.com .

back to top