Copywriting for video

Script writing can be an essential part of a video production, and whilst we’re firm proponents of show don’t tell, sometimes creatively written copy is the secret to a video’s success. That was certainly the case when Consumer’s International came to us with a tricky proposition – how could we promote and explain the idea of digital trust to a highly educated audience at a G7 Government Conference. Not only were the viewer a demanding audience but the client needed to get buy in and messaging from several stakeholders within their own organisation.

Our approach was to get creative with the script writing: we spent considerable time with the client, learning about the concept, understanding what they do and focusing on what they wanted their high powered audience to take away from a short video.

Scripting for voice over

We came up with a voice over script that pointed out how trust was an essential element of everyday life yet was rarely mentioned, contrasting this with the huge trust we put in tech giants to look after our data or protect our privacy. The script went through several careful revisions, taking feedback and input from the client’s stakeholders, until we had a piece of copywriting that everyone was happy with.

Creating impact with video – words and images together

With the video script finished, we moved on to creating a series high impact visuals, drawing on striking images from a range of stock libraries. We combined a crisp, punchy edit with a strong sound mix, using music and sound effects to create an attention grabbing promotional video. To bring the script and visuals into even tighter alignment, we created some bold text graphics that pushed the message home.

The client was delighted with the finished product, and reported that it not only grabbed the audience’s attention but attracted positive feedback and comments afterwards.

Working with trade association

Crest is the UK cyber security’s professional association and they provide accreditation and training for the industry. We’ve previously worked with them to create a brand and marketing video that they’ve been using to successfully promote the organisation at trade fairs, on-line and in person. They came to us to create a series of 6 online training videos for police officers, to introduce them to the core concepts of cyber security: topics included firewalls, passwords, network security and types of cyber attack.

Professional training video

The videos form part of the CREST Approved Scheme – a certified level of information security training that’s aimed at businesses. We worked with the client to create a clear structured approach to the online learning programme, sketching out the content and subjects to be covered in each of the videos to ensure that a professional level of training was provided. We then helped them write a script for each video, detailing the content and the graphics needed. This allowed the client to ensure that all information was accurate and comprehensive, well before shooting began, offering them a chance to amend and add to the learning content.

Learning from experts

A key feature of the films is that learning is delivered by experts within the field, with each video featuring the contribution of a number of professionals: participants included senior officers from the Serious Crime Squad and regional police task forces, along with industry leaders from some of the largest cyber security companies in the UK. The project was an excellent collaboration between industry experts, a trade association and the public sector.

Promoting a trade benevolent society

NewstrAid is the benevolent society for the newspaper sales and distribution industry, and the commissioned Magneto Films to produce a promotional and marketing video. They wanted a film that could be used in face to face meetings, at trade conventions and also online. The video has several objectives – to help members learn about the help on offer, to explain the work of the benevolent society to new people, and to be used as a fundraising video too. The video was also seen as an opportunity to re-fresh the image of a charitable institution that’s well over a hundred years old but working in an increasingly digital world.

Working with case studies

We suggested that the most impactful and flexible way to achieve all of these objectives was to focus on the real stories of some of the people they help and the volunteers who work so hard to raise funds and support others. We worked with the client to identify 3 case studies who fitted the bill and who were willing to share their stories. We created a carefully structured film that simply and clearly sets out the mission of the organisation, and then introduces the viewer to different aspects of the society’s work by telling an individual story.

Demonstrating impact with video

Each of the stories had considerable emotional impact – a young mother widowed by an accident at work, a father with a disable daughter, and a volunteer who works hard for the charity – and taken together they clearly show how the society supports and cares for its members.