ReThink Documentary Style Guide (1)
Transcript of ReThink Documentary Style Guide (1)
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KEYWORDING EXERCISE
by Stillmotion, based on
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Take the time to do your research, and really listen to your client. Ask deep and meaningful questions to learn moreabout your client and the message of the filmtheir Why.
1. On the following page, brainstormall keywords that come to mind, inspired by what you learned fromlistening.
2. Then, organizeyour words into groupsthose that are conveying a similar sentiment or meaning. You might
also find there are holes, things that should be expressed but havent been. Pull in any other single words thatmight fill these holes in. Ask yourself: What is missing? This should round out your list.
3. Finally, refinethe groups until you have your top five groups. Then, distill the one strong word that bestrepresents the concepts of each cluster.
These will be your 5 keywords that will give your team focus, your client a goal, and you creative control.
Keywording Exercise
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Keywording BrainstormKeywording Brainstorm
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Group 1
Final Keywords
Group 2 Group 3 Group 4 Group 5