The magic of

film
Your film must
have an idea
before magic
happens
You must spend the
money to get it right:
if there isn’t
enough money,
change the idea
 The best films are
those in which you
have a 1 lakh idea and
spend 30 lakhs
on execution.
There are things
you can plan.
And things you
cannot plan for
 Director
The right choice
can make the
difference between
success and disaster
The right director can
make a film look
longer, more stylish
and more beautiful
than the script.
The wrong director can
make a film look
rushed and waste the
clients’ money.
 Casting
Right casting
can make a simple film
magnificent
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 Music
People respond
to music, people
remember and sing
music
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 Humour
The first and only rule
is: be funny
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 Detailing
If it involves villagers,
let them look real. If
the setting is futuristic
it must look real. The
less fake, the better.
 Performance
Great performances are
critical - even if you
have a solid idea
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 Celebrities
Celebrities get high
noticeability. But have
to be used with care -
give them something
that plays off their
personalities.
 The lucky accident
The Hutch commercial was originally
planned with a labrador. But the dog
couldn’t make it. Which led to the pug...
and history.
The Cadbury girl was never as inspired in
the rehearsals.
Evaluating films
Is it saying what it
should?
Will it stand out from
the clutter?
Is it consistent with the
previous ad?
 Here are a set
of films that
seem to violate
those rules when
seen collectively.
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 No consistency,
executions not
sufficiently unique,
changes of direction
frequent.
 Now here are a set
of commercials that are
built around the same
theme: infidelity.
But each makes
its point differently
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And last, here is one
brand that got it
right for nearly 30
years - so much so
that it’s ads
are collectibles.
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Four thoughts to
leave behind
 Muddled
thinking still
means
muddled results
 The idea
still rules.
 You can play it
safe by taking a
risk.
Or take a risk
by playing it safe.
 The best
directors
still can’t rescue
lousy scripts.
Thank You