Condensing a storyline
Long before we roll cameras on commercial productions, we will script any dialogue and narration along with the visuals we want to show for each section. But the words and shots for this commercial were taken more free form – without a detailed plan. We approached it much like we would for long format documentary – our absolute favorite genre of video production. But whether you’ve got 90 minutes to let the story unfold or 30 seconds – like this commercial spot for Chicano por la Causa – all of them really boil down to being able to tell a compelling story in the allotted time. We’re used to limiting our writing to 30 seconds when highlighting a product or service, showcasing a business or promoting an event but trying to squeeze down even a slice of someone’s personal history and their larger fit into the community was quite a challenge.