Module 7 - People and instruments Unit 7.4 - Storyboards: Storyboards for commercials
7. Briefly summarise the text on page 292.
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Soluzione suggerita:Marketing’s move towards a visual culture has increased the use of pitch storyboards; moreover, since storytelling is far more memorable than hard facts, storyboards bring narratives to life and can influence audience behaviour more easily. A pitch storyboard typically includes an opening, a problem statement, a solution, and a call to action. It visually breaks a product into fragments, maps the customer journey, highlights pain points and emotions, and helps teams simplify product development and marketing by detailing product ideas with images and text.
8. Put each phase of the making of a pitch storyboard in the correct order.
8. Explain each phase.
8.1. Break down the story
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Soluzione suggerita:Divide the story into different scenes.
8. Explain each phase.
8.2. Draw the frames
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Soluzione suggerita:Create visual representations of each scene, using quick sketches and digital images.
8. Explain each phase.
8.3. Establish a timeline
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Soluzione suggerita:Structure the sequence of events to maintain narrative continuity and an engaging flow.
8. Explain each phase.
8.4. Clarify the goal
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Soluzione suggerita:Define the primary objective of the commercial and the core message you want to convey to your target audience.
8. Explain each phase.
8.5. Include action and characters
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Soluzione suggerita:Describe the specific actions characters are performing and their expressions.
8. Explain each phase.
8.6. Identify key scenes
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Soluzione suggerita:Focus on key moments that drive the narrative forward.
8. Explain each phase.
8.7. Specify camera details
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Soluzione suggerita:Indicate camera movements (pan, zoom, dolly), shot types (wide, medium, closeup), and angles.
8. Explain each phase.
8.8. Write dialogue
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Soluzione suggerita:Place lines from the script directly in the relevant frames.
8. Explain each phase.
8.9. Write the script
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Soluzione suggerita:Develop a clear and compelling script that includes dialogue, voice-overs, and any on-screen text.
Best Commercials Made by Famous Directors In advertising, storyboards are used extensively, not just as a productional 1. , but also to convince the client of a creative concept. For inexperienced people it can be 2. to read a script, but sketching it out makes it is easier to 3. an idea. Since they are much shorter than cinema storyboards and need to persuade people, advertising storyboards are usually 4. in much more detail than those made for feature films and often attract the attention of great directors. Here are a couple of examples. Steve Jobs and an upstart Apple Computers 5. Ridley Scott to help take the world by storm during the 1984 Super Bowl. The spot, arguably regarded as the greatest 6. of all time, is an homage to George Orwell’s novel 1984. It was a shot at Apple’s chief 7. IBM and served as the turning point to Apple’s emergence on the personal computer scene. In a behind-the-scenes look at the commercial, Scott talks about how he’d always viewed commercials as films. Perhaps regarded as Spike Lee’s most iconic 8. to pop culture at large, his 1991 “Is It the Shoes?” commercial helped catapult Michael Jordan and Nike’s 9. into mainstream success (along with Spike Lee’s as well). The commercial was the birth of a series of spots which Nike would revisit with Spike Lee for years to come. It also has strongly tied Spike Lee’s directing 10. to the NBA and hip-hop culture for the rest of his career. Adapted from: ://www.premiumbeat.com/blog/best-commercials-by-famous-directors/#:~:text=The%20ingenuitous%20(Editor’s%20note:%20yes,for%20KENZO%20World%20(below)