Angry Goose: New work for Centura Health

Fun stuff from the VJ team and Mike Nelesen at Drive Thru.

Colorado winter: Come to Life

The Making of the 2012 Colorado Tourism Campaign

New work for Colorado

Just one of the pieces of film from our 2012 summer campaign for Colorado. See stories about the work in The Denver Post, Westword, 9 News, Channel 7, and The Denver Egotist. And for the full story of the production, check out the Karsh Hagan blog.

Write better voiceovers

Videos come in all shapes and sizes. Some happen to be exactly 30 seconds long and formatted for a television screen. Occasionally these 30-second videos have voiceovers. Here are some things to keep in mind when you write them.

Write both sides of the script: TV scripts are written with visual instructions on the lefthand side of the page and the dialogue, voiceover or music direction on the right. Write that way from the start. Both sides. Simultaneously. It'll prevent you from writing your voiceover as a paragraph of body copy. And it'll get you thinking about how sight and sound can complement each other, allowing you to communicate more in less time. Screenplay format is ok, too. But it drives me crazy when I see a voiceover laid out like it's a chunk of copy.

Cast before you write: Pick a favorite actor. Someone with a distinct vocal pattern. (Morgan Freeman, Matthew McConaughey, Cameron Diaz, Edward Norton and Kris Kristofferson have all been inspirational for me. Al Pacino might be too unique.) Then write your voiceover. Let the actor's voice echo in your head as you write. This exercise will make sure your script is written to be heard instead of read. And it'll make your tone cohesive and interesting.

Transcribe other people's scripts: I was told that as a boy, David Mamet recorded his parents' dinner conversations and then transcribed them so he could see the way everyday conversation looked on a page. It's a mess. People interrupt each other, repeat themselves, and never speak in complete sentences. Try it. If you don't feel like eavesdropping on a conversation, go find your favorite spot on YouTube and transcribe it. You'll be amazed how sparse and odd it looks.

Read your voiceover out loud: Act it out. Don't just mutter it to yourself under your breath while staring at your monitor. Read it boldly. This will ensure your flow is perfect. And it will also ensure that on recording day, you have a clear idea of how the talent should read your script.

Read books: Two of the most famous spots of all time, Surfer and America, have voiceovers derived from literature. More than radio, more than copy, more than headlines or websites, a voiceover is a copywriter's chance to dream big. To write something that will make people's lives better. Go do it.

[Update: Thanks to the Egotist network, this piece has found a home in Denver, Minneapolis, Des Moines, Toledo, Detroit, Los Angeles, Alberta, San Francisco, Atlanta, and DC and Baltimore.]

New work for Pinnacol Assurance

Advertising stuff of the year, according to me

National ad blog of 2008: I keep thinking about deleting AdPulp from my feeds. And then I notice that I bookmark it constantly.

Denver ad blog of 2008: The Egotist wins this one in a walk. They're so far ahead of everyone else that the only thing I can do is nitpick at the things I wish were different. (I wish the blog's multiple anonymous authors had different pseudonyms, so I could tell them apart. I wish the comments were threaded instead of flat. I wish there was a troll-rating system.)

National agency site of 2008: The Barbarian Group. So rich. So cool. So smart. So useful. So, so elegant.

Denver agency site of 2008: I don't know. The cool ones are hard to navigate. The elegant ones don't capture my imagination.

Local agency blog of 2008: Pure's Pure Thinking. They post frequent and interesting content. At times, they're they only agency that seems to be trying.

Blog I wish I wrote of 2008: Barbarian Group head of planning and strategy Noah Brier writes a blog much better than my own. It's sort of about advertising, sort of about the Internet, and mostly about whatever he wants.

Cool ad-like idea of 2008: See a cnn.com headline you like? One click and it's a t-shirt (not to mention a walking ad for CNN). This genius brought to you by - you guessed it - the Barbarian Group.

Cool spot of 2008: "Fate" is a statement about life's glory and inevitability. Nike, David Fincher and Wieden + Kennedy put a lump in my throat that I don't think will ever go away.

Courage

When Nike named it's new spot Courage, the brand had no idea that it would soon need some of its own.

A few months ago, Speedo built a better swimsuit. A seamless, pricey, high-tech marvel named the Lzr. Nike swimmers put up a brave front. But as world records fell, it became pretty clear that any athlete not wearing Speedo or Tyr will be at a major disadvantage in Beijing.

So Nike finally did what it had to do. It told its swimmers they could switch suits for the Olympics.

It wasn't a move Nike had to make. Few would have noticed if Nike's swimmers had failed to medal. (It's not like they sponsor Michael Phelps, Natalie Coughlin or Ryan Lochte.) But Nike had the courage to admit it was marketing an inferior product. And the beneficiary is the USA and our Olympic team.

It's not the sort of courage showed by, say, a firefighter. But for a brand that makes a living selling stuff to athletes, Nike showed some guts.

Cross-posted at 300 Spartans Gym.

Have I been hanging out with account people too much?

I can't help it. I watch this spot and I just think, "Hey, global warming is awesome! We'll all get these cuddly polar bears as pets!" If an account person said that to me, I'd get exasperated and accuse them of being too literal. Shrug.

2004 Denver International Film Festival spots

Two of my favorite spots from one of my favorite campaigns. It's been three years since this ran. Time just flies. Ray Page, now Associate Creative Director of Interactive at DDB Seattle, was the art director.