Script & screenplay

Brands don't keep paying for ads that don't sell. An ad still running after a week is almost always making money.

One doc in one Project means every script starts from what already works. Take the structure, angle and feeling, never the words or the brand.

Word counts change with language; syllables per second don't. Over budget? Cut lines, never speed up the voice.

Small speed changes are fine. Big ones sound unnatural, and voice notes set the emotion, not the pace.

The script locks what you hear. The screenplay decides what you see, and keeps every line exactly as written.

UGC is shot by the creator on a phone. A push-in or an orbit tells people it's an ad.

Fix the plan with a note, not a redraw. A sketch costs about ten cents to fix; a video clip costs a few dollars.

Nine is as many as one image draws clearly. Chaining keeps the faces the same, and the fixed shape keeps every shot in its place.