Fresh Thinking
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Scripting

Scripting is the art of messaging made to be heard. Whether it’s for a 30-second radio spot, a short social media reel, or a long-form video, a great script can move people.

But scripting is more than writing. It’s the framework for a great story. It provides direction for everything else at play. We hear a lot about the importance of establishing a narrative. A script is one way to bring it to life. And when done right, it sounds anything but scripted, evoking emotion through the power of words, rhythm, and tone.

Flipping the Script

A script is meant to eventually be read aloud and heard, so the writing needs to reflect that. We start by understanding the purpose of the script, medium, timing, and audience. Accounting for those aspects might mean throwing grammar to the wind. Maybe we need to write for different people, characters, and voices? And who knows, it might even call for a jingle. From serious to serenade, we can craft it.

Content strategy is the undercurrent to all of it. Starting with a concept, knowing the format, and having a deployment plan keep the script organized, impactful, and on brand.

For video scripting, we work in lockstep with our video team to storyboard. This allows us to picture the script, ensuring the words and visuals are perfectly aligned.

Why Scripting Matters

From first draft to final presentation, a strong script gives direction–to your staff, production team, voice actors, and audience–and ensures your story resonates.

Just think about the places where that would be helpful.

  • Training videos
  • Brand videos
  • Product launches
  • Podcasts
  • Presentations

 

Scripting simplifies complex ideas, product benefits, and jargon with the use of rhythm, flow, and tone.

It keeps your audience engaged and responsive. If you want to drive action, scripting is a powerful tool to communicate with people in the way they speak, making sure nothing is lost in translation.

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