How to write a smashing ad film?
Every idea-based ad has a story. These are ads that feel like mini-films. You watch because you are curious to know how it ends. The “big idea” drives the entire execution. What makes them work is curiosity and payoff. You lean in, waiting for the punchline, the reveal, the resolution.
The museum of everyday objects
The first hall belongs to pens. Not the stately fountain pens preserved in velvet, but the kind you borrow and forget to return. The ones with cracked caps, faded logos, and teeth marks on their ends. They stand upright in clear cases, awaiting their next signature.
Naming. Giving a word an identity.
Names are shorthand, and when everyone has limited attention, they do the heavy lifting of first impressions. A name might be the first thing someone sees on a shelf, hears in a pitch, types into a search bar, or remembers long after the interaction is over.
How strange it is to be anything at all
You have felt it before. Not in loud, climactic moments, but in the gentle ones. Like sitting alone after a long day. Or staring at your reflection and realising you have aged, but also that you have been here all along, watching your life happen from inside this strange, breakable body.
“How strange it is to be anything at all.”
A love story with myself
The first movie night alone? I paused the film halfway through, not sure if I should laugh aloud. The first rainy Sunday with no plans? I nearly called someone just to fill the space. But slowly, those moments softened. They were not gaps waiting to be filled, but were pauses to be savoured.
Being a writer in your 20s
It’s alright. Your 20s are not about being a published writer. You experiment. You erase. You edit yourself, not just on the page, but in life. You let your characters be flawed. You let yourself be flawed. You write stories that are half truth, half fiction, and yet fully yours.
Your Inner Critic is a Ding-Dong
This practice makes the critic less jarring and more like a calm reminder. After your first draft, take a short break. Then come back and read your work out loud. Pick three lines you love. These are your strengths. Polish around them. Tidy up weak spots and keep the parts that sing. Think of revision as gentle sculpting, not harsh cutting.
The Mind-Blowing Magic of Tone of Voice
Compare a bland description like, “This lamp brightens up your room,” with, “Change your living space with our elegantly designed lamp—it’s like inviting a gentle sunset into your home.” The second description doesn’t just sell a lamp, but an experience.
The Importance of Emotional Connection While Writing Copy
Centre your narrative around the emotions you wish to evoke. Ask yourself: What do I want my readers to feel after reading this? Joy, hope, empathy? Ensure every sentence contributes to that emotional journey.
Creating that Perfect Playlist
Music’s power lies in its components – the tempo, rhythm, melody, and lyrics. A lively tempo can invigorate, a slow rhythm can soothe, and minor keys can stir contemplation. Keeping these small things in mind can help you set the stage for creating playlists that resonate with your current mood.