12d • Water Cooler
Studying short films to make your work more impactful.
One of the things about becoming an "adman" and why I respect the proper titles of creative director, art director and copywriter so much, is because the best of us work to find the quickest way to make emotional impact.
That's not taking shortcuts per se, it's just figuring out what you absolutely NEED to drive your message home within the timeframe you're given (that means clearly understanding what your message is). Unlike a Netflix series, or the movies or a novel or even an extended social campaign, the best work will be that which is compressed without your audience knowing you've cut out the fluff.
For the "veterans", that's cutting your teeth on 30 second TV spots. It's why certain ads stick around as brilliant so many years after the fact, because they had to deliver a MESSAGE/a ZINGER within 29 seconds. And even then, most of us prayed to get a 60 second spot so we could actually "tell a whole story".
This award-winning short film (under 4 min), is a masterpiece. 3 minutes to deliver an unexpected twist that will stay with you a lifetime.
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THE WAIT: Produced by Jason McColgan in 2018
- IMDB lists him as the Writer, Producer and Production Department
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Studying short films to make your work more impactful.
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