Production of television commercials (TVC) requires the hard work and collaboration of many creative experts, not unlike moviemaking. Experienced creative industry practitioner Mr. Lim Eng Seong was here to share with The One Academy students ways to present TVC ideas to clients through storyboarding.
True to the “Master Train Masters” teaching ideology, The One Academy once again invited an industry expert to share with the students some best practices in the creative advertising industry. Executive Creative Director of famous local advertising agency Krakatua Sdn Bhd, Mr. Lim Eng Seong gave a talk titled “Presenting TVC ideas through storyboarding”, exploring the endless possibilities of the art of storyboarding, as well as some of its modern adoptions, namely “animatics” and “stealomatics”.
Eng Seong began his talk by saying that the well-admired local director, the late Yasmin Ahmad didn’t believe in storyboarding. However for the rest, it is the most efficient way to illustrate how the video one intends to shoot will probably look like. In the conventional storyboard, artists draw the scenes of the proposed TVC on paper, with the ambience, narration or dialogue marked on the sideline. Done correctly, it will be instrumental in convincing the client that the idea is brilliant, hence production can proceed to the video shooting stage.
Savvys storytelling will amplify the attractiveness of ideas, turning text and figures into dramatic depiction of unforgettable interaction between interesting characters. During the presentation, artists should read out the voice over, and describe the special effects to be applied. Bring along samples of music clips to be included in the commercial too, so the client can feel intended mood, whether fast-paced, puzzling, relaxed or mysterious. To impress the client, the artist would naturally want to explain his intended cinematography technique, in order to assure the clients that the TVC will have a maximum impact on its targeted audience.
Animatics is a variation of storyboards where audio visual is included, while stealomatics is a type of animatics, in which footage from other clips are borrowed to illustrate one’s own idea. With the right music, effects and voice over, it can represent ideas clearly, therefore brings the ideas to life, while capturing the desired mood.
While The One Academy students from certain disciplines do learn about storyboarding in class, sharings such as this and many others prove that The One Academy always goes the extra miles in strengthening students’ appreciation of various practical techniques, equipping students to become the leading talents in the worldwide creative arena.