copywriting
Script must include connection among images, words and sound elements
Moving pictures, spoken elements, music and effects must be integrated
“Audiovisual fusion”
Build around key visual
Creative planning
Length: 15, 20, 30, 60 seconds
Scenes: usually four to six scenes
Pacing: rate at which action develops
Key frames: single image, core concept
Execution elements: set, location, talent, cast, costumes, makeup, graphic design, etc.
Developing a script
Two to three words per second (90 words/30…
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