Choose one message and one viewer
A film that tries to say three things says none of them. This lesson fixes the message, the viewer and the action you want, in one sentence, before anything is written.
Steps
- Write who will watch, in one line: role, situation and language.
- Write what they should do after watching: click, ask, remember or learn.
- Write the one message that makes that action likely.
- Cut every idea that does not serve that message.
Exercise
Write the sentence: “For [viewer], this film makes [message] clear so that they [action].” Show it to a colleague. If they cannot repeat it in ten seconds, shorten it.
| Field | Your answer |
|---|---|
| Viewer | |
| Action after watching | |
| One message | |
| Ideas left out |
Read more What is an explainer video · Making a promo video
Write a script that can be produced
A script is spoken sentences plus what the viewer sees. This lesson turns the message into a short script with a hook, a body and a call to action, and checks the timing by reading it aloud.
Steps
- Write the hook: the first sentence that tells the viewer the film is for them.
- Write the body in short spoken sentences, one idea each.
- Write the call to action as one clear step.
- Read it aloud with a timer and cut until it fits the length you chose.
Exercise
Write a 45-second script from your sentence of lesson 1. Read it aloud once, time it and cut ten percent.
| Time | Spoken line | On screen |
|---|---|---|
| 0:00 | ||
| 0:05 | ||
| 0:20 | ||
| 0:40 |
Read more Writing a video script
Plan the shots with a storyboard
A storyboard shows each shot before it is made, so changes cost minutes instead of days. This lesson turns the script into a shot list with a frame for each line.
Steps
- Split the script into shots, one idea per shot.
- Describe each shot: subject, framing and movement.
- Mark what text appears on screen and for how long.
- Check the order: does each shot answer the one before?
Exercise
Fill the storyboard table for your script. Count the shots; if there are more than one per three seconds, merge some.
| Shot | What we see | Line spoken | Text on screen |
|---|---|---|---|
| 1 | |||
| 2 | |||
| 3 |
Read more Storyboard template
Choose the formats for each channel
One film rarely fits every channel. This lesson maps the channels you use to the shape each one needs, so versions are planned before production, not after.
Steps
- List the channels where the film will run.
- Write the aspect ratio each channel needs.
- Decide which shots must work in every version and keep them in the safe area.
- List the versions you need: full film and cut-downs.
Exercise
Make a table of channels and aspect ratios for your film and mark the shots that must survive every crop.
| Channel | Aspect ratio | Length | Notes |
|---|---|---|---|
Read more Video aspect ratios · Instagram Reels size
Plan the languages from the start
Adding languages late forces rewrites. This lesson shows how to decide, before production, which languages you need, how each is delivered and what must be adapted.
Steps
- List the languages and markets.
- Choose, per language, subtitles, dubbing or both.
- Flag on-screen text and terms that need adapting, not translating.
- Add the time for each language review to the schedule.
Exercise
For your film, write the languages list and the delivery choice for each, and mark three phrases that need adapting.
| Language | Subtitles or dubbing | Voice | Terms to adapt |
|---|---|---|---|
Read more Translating a video · How to localize · What is transcreation
