@mytechtoday/augment-extensions 2.3.7 → 2.5.0

package/augment-extensions/writing-standards/screenplay/commercials/rules/commercial-scripts.md

@@ -0,0 +1,531 @@
+# Commercial Script Structure
+
+## Overview
+
+Commercial scripts require precise formatting, timing notation, and clear visual/audio direction to ensure efficient production and accurate execution. This guide covers industry-standard formatting for commercial scripts.
+
+---
+
+## Script Formatting Standards
+
+### 1. Header Information
+
+**Every commercial script must include:**
+
+```
+PRODUCT: [Product/Service Name]
+CLIENT: [Company Name]
+TITLE: [Commercial Title/Campaign Name]
+LENGTH: [15 sec / 30 sec / 60 sec / etc.]
+FORMAT: [TV / Streaming / Radio / Social Media]
+DATE: [Script Date]
+VERSION: [Draft number or version]
+WRITER: [Writer Name]
+```
+
+**Example:**
+```
+PRODUCT: Nike Air Max 2024
+CLIENT: Nike, Inc.
+TITLE: "Run Your World"
+LENGTH: 30 seconds
+FORMAT: TV / Streaming (16:9)
+DATE: March 3, 2026
+VERSION: Final Draft
+WRITER: Jane Smith
+```
+
+### 2. Two-Column Format (Standard for TV/Video)
+
+**Left Column: VISUAL | Right Column: AUDIO**
+
+```
+┌─────────────────────────────┬─────────────────────────────┐
+│ VISUAL                      │ AUDIO                       │
+├─────────────────────────────┼─────────────────────────────┤
+│ What we see on screen       │ What we hear                │
+│ - Scene descriptions        │ - Dialogue                  │
+│ - Actions                   │ - Voiceover (VO)            │
+│ - Camera directions         │ - Sound effects (SFX)       │
+│ - Supers/text overlays      │ - Music (MX)                │
+└─────────────────────────────┴─────────────────────────────┘
+```
+
+**Example - Two-Column Format:**
+```
+┌─────────────────────────────┬─────────────────────────────┐
+│ VISUAL                      │ AUDIO                       │
+├─────────────────────────────┼─────────────────────────────┤
+│ FADE IN:                    │ MX: Upbeat, energetic       │
+│                             │                             │
+│ OPEN ON: Runner at sunrise, │ SFX: Footsteps on pavement  │
+│ city skyline in background. │                             │
+│                             │                             │
+│ CLOSE-UP: Nike Air Max      │ VO: "Every morning is a     │
+│ shoes hitting pavement.     │ new beginning."             │
+│                             │                             │
+│ MONTAGE: Various runners,   │ MX: Builds                  │
+│ different ages, locations.  │                             │
+│                             │                             │
+│ SUPER: "Run Your World"     │ VO: "Nike Air Max 2024."    │
+│                             │                             │
+│ FADE TO: Nike logo          │ SFX: Swoosh sound           │
+└─────────────────────────────┴─────────────────────────────┘
+```
+
+### 3. Single-Column Format (Alternative)
+
+**Used for radio, some digital formats, or early drafts**
+
+```
+FADE IN:
+
+OPEN ON: Runner at sunrise, city skyline in background.
+
+MX: Upbeat, energetic
+
+SFX: Footsteps on pavement
+
+CLOSE-UP: Nike Air Max shoes hitting pavement.
+
+VO: "Every morning is a new beginning."
+
+MONTAGE: Various runners, different ages, locations.
+
+MX: Builds
+
+SUPER: "Run Your World"
+
+VO: "Nike Air Max 2024."
+
+FADE TO: Nike logo
+
+SFX: Swoosh sound
+
+FADE OUT.
+```
+
+---
+
+## Timing Notation
+
+### Timing Marks
+
+**Use timing marks to indicate exact duration of sections**
+
+**Format:** `[0:00-0:05]` or `(:00-:05)`
+
+**Example with Timing:**
+```
+┌─────────────────────────────┬─────────────────────────────┐
+│ VISUAL                      │ AUDIO                       │
+├─────────────────────────────┼─────────────────────────────┤
+│ [0:00-0:03]                 │ [0:00-0:03]                 │
+│ OPEN ON: Product shot       │ MX: Dramatic sting          │
+│                             │                             │
+│ [0:03-0:10]                 │ [0:03-0:10]                 │
+│ MONTAGE: People using       │ VO: "Introducing the        │
+│ product in various          │ future of..."               │
+│ situations                  │                             │
+│                             │                             │
+│ [0:10-0:25]                 │ [0:10-0:25]                 │
+│ DEMO: Product features      │ VO: "With revolutionary     │
+│ highlighted                 │ technology that..."         │
+│                             │                             │
+│ [0:25-0:30]                 │ [0:25-0:30]                 │
+│ SUPER: Website URL          │ VO: "Visit website.com      │
+│ Product logo                │ today."                     │
+└─────────────────────────────┴─────────────────────────────┘
+```
+
+### Word Count Guidelines
+
+**Approximate words per second for voiceover:**
+- **Slow pace:** 2-2.5 words/second (emotional, dramatic)
+- **Normal pace:** 2.5-3 words/second (standard commercial)
+- **Fast pace:** 3-3.5 words/second (energetic, urgent)
+
+**Word Count by Length:**
+- **15 seconds:** 30-45 words
+- **30 seconds:** 60-75 words
+- **60 seconds:** 120-150 words
+
+**Example - Word Count Check:**
+```
+30-SECOND SCRIPT:
+
+VO: "Tired of complicated software? Meet SimpleTask. 
+The project management tool that actually makes sense. 
+No training required. No confusing features. Just simple, 
+powerful task management. Try it free for 30 days. 
+SimpleTask.com"
+
+WORD COUNT: 35 words (within 60-75 range ✓)
+PACE: 35 words ÷ 30 seconds = 1.17 words/second (slow, clear ✓)
+```
+
+---
+
+## Scene Descriptions
+
+### Visual Description Best Practices
+
+**DO:**
+- ✅ Be specific and visual: "Woman in red dress" not "attractive woman"
+- ✅ Describe what camera sees: "CLOSE-UP on hands typing"
+- ✅ Include relevant details: "Modern kitchen, stainless appliances"
+- ✅ Use active verbs: "Runner sprints" not "Runner is running"
+- ✅ Indicate mood/tone: "Warm, inviting living room"
+
+**DON'T:**
+- ❌ Write what we can't see: "She thinks about her mother"
+- ❌ Over-describe: "Woman with long brown hair, blue eyes, wearing..."
+- ❌ Use vague terms: "Nice house" (what does "nice" look like?)
+- ❌ Include camera directions unless essential
+- ❌ Write dialogue in visual column
+
+**Examples:**
+
+**GOOD:**
+```
+VISUAL: OPEN ON: Busy coffee shop, morning rush. 
+CLOSE-UP: Barista's hands crafting latte art. 
+PULL BACK: Customer receives drink, smiles.
+```
+
+**BAD:**
+```
+VISUAL: A coffee shop. Someone makes coffee. 
+Customer is happy.
+```
+
+### Camera Directions (Use Sparingly)
+
+**Common Camera Terms:**
+- **OPEN ON:** First shot of commercial
+- **CLOSE-UP (CU):** Tight shot of subject
+- **WIDE SHOT (WS):** Full scene, establishing shot
+- **MEDIUM SHOT (MS):** Waist-up or mid-range
+- **EXTREME CLOSE-UP (ECU):** Very tight detail shot
+- **PAN:** Camera moves horizontally
+- **TILT:** Camera moves vertically
+- **ZOOM:** Camera lens zooms in/out
+- **PULL BACK:** Camera moves away from subject
+- **PUSH IN:** Camera moves toward subject
+- **CUT TO:** Hard transition to next shot
+- **DISSOLVE TO:** Soft transition
+- **FADE IN/OUT:** Gradual appearance/disappearance
+
+**When to Use Camera Directions:**
+- Essential to storytelling
+- Specific visual effect needed
+- Product demonstration requires it
+- Otherwise, let director decide
+
+---
+
+## Dialogue vs. Voiceover
+
+### Dialogue (On-Screen Character Speaking)
+
+**Format:**
+```
+CHARACTER NAME
+Dialogue text here.
+```
+
+**Example:**
+```
+┌─────────────────────────────┬─────────────────────────────┐
+│ VISUAL                      │ AUDIO                       │
+├─────────────────────────────┼─────────────────────────────┤
+│ WOMAN at kitchen table,     │ WOMAN                       │
+│ looking at phone.           │ "This app changed           │
+│                             │ everything."                │
+│                             │                             │
+│ MAN enters, curious.        │ MAN                         │
+│                             │ "Really? Show me."          │
+└─────────────────────────────┴─────────────────────────────┘
+```
+
+### Voiceover (VO) - Off-Screen Narrator
+
+**Format:**
+```
+VO: "Voiceover text here."
+```
+
+**Types of Voiceover:**
+- **Announcer VO:** Professional, authoritative narrator
+- **Character VO:** On-screen character's thoughts or narration
+- **Celebrity VO:** Recognizable voice talent
+- **Customer VO:** Real customer testimonial (audio only)
+
+**Example:**
+```
+┌─────────────────────────────┬─────────────────────────────┐
+│ VISUAL                      │ AUDIO                       │
+├─────────────────────────────┼─────────────────────────────┤
+│ MONTAGE: People using       │ VO (ANNOUNCER):             │
+│ product in daily life.      │ "Life moves fast. Keep up   │
+│                             │ with TurboPhone."           │
+└─────────────────────────────┴─────────────────────────────┘
+```
+
+### When to Use Dialogue vs. VO
+
+**Use Dialogue When:**
+- Showing real conversations
+- Testimonials (on-camera)
+- Character-driven stories
+- Demonstrating product use in social context
+
+**Use Voiceover When:**
+- Narrating montages
+- Explaining complex features
+- Maintaining pacing (faster than dialogue)
+- Professional, polished tone needed
+- Showing visuals that don't allow for dialogue
+
+---
+
+## Visual and Audio Cues
+
+### Visual Cues
+
+**SUPER (Superimpose):** Text overlay on screen
+```
+SUPER: "50% Off - Limited Time"
+SUPER: Website URL
+SUPER: Product name and tagline
+```
+
+**GRAPHIC:** Animated or static graphic element
+```
+GRAPHIC: Product features list appears
+GRAPHIC: Comparison chart
+GRAPHIC: Social media icons
+```
+
+**TITLE CARD:** Full-screen text
+```
+TITLE CARD: "3 Years Later"
+TITLE CARD: "Based on a True Story"
+```
+
+**LOWER THIRD:** Text in lower portion of screen
+```
+LOWER THIRD: "John Smith, CEO"
+LOWER THIRD: "Results may vary"
+```
+
+### Audio Cues
+
+**MX (Music):** Background music
+```
+MX: Upbeat pop track
+MX: Emotional piano
+MX: Builds to climax
+MX: Fades out
+```
+
+**SFX (Sound Effects):** Specific sounds
+```
+SFX: Door slam
+SFX: Phone notification
+SFX: Car engine revving
+SFX: Crowd cheering
+```
+
+**STING:** Short musical accent
+```
+MX: Dramatic sting on product reveal
+MX: Comedic sting after punchline
+```
+
+**UNDER:** Music plays quietly beneath dialogue
+```
+MX: Soft guitar UNDER dialogue
+```
+
+---
+
+## Complete Script Examples
+
+### Example 1: 30-Second TV Commercial (Two-Column)
+
+```
+PRODUCT: FreshBrew Coffee Maker
+CLIENT: FreshBrew Inc.
+TITLE: "Morning Ritual"
+LENGTH: 30 seconds
+FORMAT: TV (16:9)
+
+┌─────────────────────────────┬─────────────────────────────┐
+│ VISUAL                      │ AUDIO                       │
+├─────────────────────────────┼─────────────────────────────┤
+│ [0:00-0:05]                 │ [0:00-0:05]                 │
+│ FADE IN:                    │ MX: Gentle acoustic guitar  │
+│ OPEN ON: Sunrise through    │                             │
+│ kitchen window. Woman in    │ SFX: Birds chirping         │
+│ robe enters kitchen.        │                             │
+│                             │                             │
+│ [0:05-0:12]                 │ [0:05-0:12]                 │
+│ CLOSE-UP: She presses one   │ SFX: Soft beep              │
+│ button on FreshBrew.        │                             │
+│                             │ VO: "Your perfect morning   │
+│ CLOSE-UP: Coffee brewing,   │ starts with one touch."     │
+│ steam rising.               │                             │
+│                             │ SFX: Coffee brewing         │
+│                             │                             │
+│ [0:12-0:22]                 │ [0:12-0:22]                 │
+│ MEDIUM SHOT: She pours      │ MX: Builds gently           │
+│ coffee, takes first sip,    │                             │
+│ closes eyes in satisfaction.│ VO: "FreshBrew. Barista-    │
+│                             │ quality coffee. Zero        │
+│ MONTAGE: Product features   │ effort."                    │
+│ - Built-in grinder          │                             │
+│ - Programmable timer        │                             │
+│ - Self-cleaning             │                             │
+│                             │                             │
+│ [0:22-0:30]                 │ [0:22-0:30]                 │
+│ WIDE SHOT: Woman at table,  │ VO: "Make every morning     │
+│ peaceful, enjoying coffee.  │ extraordinary."             │
+│                             │                             │
+│ SUPER: "FreshBrew.com"      │ MX: Resolves                │
+│ SUPER: "$50 Off - Use Code  │                             │
+│ MORNING"                    │                             │
+│                             │                             │
+│ FADE TO: FreshBrew logo     │ SFX: Gentle chime           │
+│                             │                             │
+│ FADE OUT.                   │                             │
+└─────────────────────────────┴─────────────────────────────┘
+
+WORD COUNT: 28 words (within range for slow, emotional pace)
+```
+
+### Example 2: 15-Second Social Media Ad (Single-Column)
+
+```
+PRODUCT: TaskMaster App
+CLIENT: TaskMaster LLC
+TITLE: "Get It Done"
+LENGTH: 15 seconds
+FORMAT: Social Media (Vertical 9:16)
+
+[0:00-0:03]
+OPEN ON: Phone screen, cluttered with apps and notifications.
+
+SFX: Overwhelming notification sounds
+
+[0:03-0:08]
+SWIPE TO: TaskMaster app interface, clean and simple.
+
+VO: "Stop the chaos. TaskMaster organizes everything."
+
+[0:08-0:12]
+QUICK CUTS: Tasks being checked off, calendar syncing, team collaboration.
+
+MX: Upbeat, modern
+
+[0:12-0:15]
+SUPER: "Download Free"
+SUPER: App Store and Google Play logos
+
+VO: "Download free today."
+
+SFX: Satisfying 'ding' sound
+
+FADE OUT.
+
+WORD COUNT: 12 words (appropriate for 15-second fast pace)
+```
+
+### Example 3: 60-Second Testimonial (Two-Column)
+
+```
+PRODUCT: SecureHome Security System
+CLIENT: SecureHome Inc.
+TITLE: "Peace of Mind - Sarah's Story"
+LENGTH: 60 seconds
+FORMAT: TV / Streaming
+
+┌─────────────────────────────┬─────────────────────────────┐
+│ VISUAL                      │ AUDIO                       │
+├─────────────────────────────┼─────────────────────────────┤
+│ [0:00-0:08]                 │ [0:00-0:08]                 │
+│ FADE IN:                    │ MX: Soft, reassuring        │
+│ OPEN ON: Suburban home,     │                             │
+│ evening. Warm lights inside.│ SARAH (VO):                 │
+│                             │ "I never thought it would   │
+│ INT. LIVING ROOM - Sarah    │ happen to us."              │
+│ (35) sits on couch.         │                             │
+│                             │                             │
+│ [0:08-0:20]                 │ [0:08-0:20]                 │
+│ SARAH speaks directly to    │ SARAH (ON-CAMERA):          │
+│ camera, genuine and warm.   │ "Last year, someone tried   │
+│                             │ to break into our home      │
+│ B-ROLL: Family photos,      │ while we were sleeping.     │
+│ children's toys.            │ It was terrifying. I knew   │
+│                             │ we needed better security." │
+│                             │                             │
+│ [0:20-0:35]                 │ [0:20-0:35]                 │
+│ MONTAGE:                    │ SARAH (VO):                 │
+│ - Installer setting up      │ "SecureHome was so easy to  │
+│   cameras                   │ install. Within an hour,    │
+│ - Sarah using phone app     │ our whole house was         │
+│ - Kids playing safely       │ protected. Now I can check  │
+│   in backyard               │ on my kids from anywhere.   │
+│ - Notification on phone:    │ And if anything happens,    │
+│   "Motion detected"         │ I know immediately."        │
+│                             │                             │
+│ [0:35-0:50]                 │ [0:35-0:50]                 │
+│ BACK TO: Sarah on couch,    │ SARAH (ON-CAMERA):          │
+│ smiling, relaxed.           │ "The best part? I actually  │
+│                             │ sleep at night now. My      │
+│ CLOSE-UP: Security panel    │ family is safe. That's      │
+│ showing "ARMED - ALL SECURE"│ priceless."                 │
+│                             │                             │
+│ [0:50-0:60]                 │ [0:50-0:60]                 │
+│ GRAPHIC: Product features   │ VO (ANNOUNCER):             │
+│ - 24/7 monitoring           │ "SecureHome. Professional   │
+│ - Mobile app                │ security made simple.       │
+│ - No contracts              │ No contracts. No hidden     │
+│                             │ fees. Just peace of mind."  │
+│ SUPER: "SecureHome.com"     │                             │
+│ SUPER: "Get $200 Off"       │ VO: "Visit SecureHome.com   │
+│                             │ for $200 off."              │
+│ FADE TO: SecureHome logo    │                             │
+│                             │ MX: Resolves                │
+│ FADE OUT.                   │                             │
+└─────────────────────────────┴─────────────────────────────┘
+
+WORD COUNT: 135 words (within 120-150 range for 60 seconds)
+```
+
+---
+
+## Script Formatting Checklist
+
+**Before submitting your commercial script:**
+
+- [ ] Header information complete (product, client, length, format, date, version)
+- [ ] Timing marks included for all sections
+- [ ] Word count verified for length
+- [ ] Visual descriptions are specific and clear
+- [ ] Audio cues properly labeled (VO, MX, SFX)
+- [ ] Dialogue formatted correctly
+- [ ] Supers/graphics clearly indicated
+- [ ] CTA (call-to-action) is clear and prominent
+- [ ] Legal disclaimers included if required
+- [ ] Script proofread for typos and clarity
+- [ ] Total runtime matches specified length
+
+---
+
+## Resources
+
+- **Templates:** Download commercial script templates at [industry resource sites]
+- **Software:** Final Draft, Celtx, WriterDuet (all support commercial formats)
+- **Timing Tools:** Read scripts aloud with stopwatch, use online word-to-time calculators
+- **Industry Standards:** AICP (Association of Independent Commercial Producers) guidelines