My Two Cents on Crafting Compelling Concepts
Conceptualisation has always been my favourite part of scriptwriting. The thrill of letting my mind wander, getting wild with ideas, and weaving stories makes me feel alive and purposeful. Over the years of crafting stories for videos, I’ve learned a thing or two. Here are my two cents on crafting compelling concepts.
Decoding the brief
I believe the best reference point to start with is the client brief. If it is in a written form, I read it at least twice, thoroughly, word by word. I gather keywords as I look for specific clues — for example, do they want their video to be ‘inspiring,’ ‘thought-provoking’, or ‘fun,’ and ‘vibrant’? Do they want to highlight their features or communicate what their brand stands for? Understanding these elements is essential for creating a concept that aligns with their requirements.
And if it’s a call, even better. I usually record my client calls with their consent so that I don’t miss out on any details. When I start working, I listen to the recording and pause occasionally to write down the keywords that seem important. By closely listening to the call or reading the brief, you get a sense of the client’s pulse — you begin to understand what they want. But sometimes, you don’t, and it feels like groping in the dark. You have nothing to start with — no thread, no premise. So, what do you do then? Roll up your sleeves, because you’re about to dive into some extensive research.
Leave no stone unturned
Whether or not you understand the client's pulse or easily grasp what they want, research is inevitable. I spend a considerable amount of time thoroughly researching the brand or business. I explore their website to understand the design and the language used to describe the brand. Watching their videos online and reviewing their social media accounts gives me an idea of how they portray their brand — for instance, are they quirky or matter-of-fact? Do they sound formal or informal? Do they present themselves as ‘larger than life’ or as having a ‘we’re one of you’ vibe? What is their tagline? Does it resonate or stand out? The concept you create must align with the brand persona and identity they have consistently maintained.
This extensive research also helps you find stories in the most unexpected places. I once worked on a project for OurBus, an intercity bus network in the United States and Canada. The requirement was to create a video explaining how seamless booking bus tickets and traveling with OurBus is. While researching, I stumbled upon testimonials people had left on a travel guidance platform after travelling with OurBus. One particular testimonial had an emotional touch, which sparked an idea — why not create animated testimonial videos that subtly highlight its features? The idea was beautifully developed into a script by my fellow scriptwriter, and the result was this beautiful video
However, this may not apply if the business is relatively new and doesn’t have much to base an impression on. While not everything you find may be useful, thorough research is sure to provide a strong foundation on which you can build your story.
Keywords and references
I maintain a note with all the keywords and information collected about the project. I frequently review these notes and try to make connections between the keywords. These keywords also help me search for references. I browse through videos, posters, illustrations, articles, or anything related to the keywords or the industry the brand belongs to — because you never know what might spark creativity or ignite the thread you’re searching for.
Let your ideas flow beyond the desk
Most of the time, I find a thread that can be developed, but sometimes it feels like I’m stuck in a barren land with nothing to look at. In such situations, I try not to limit my creative thinking to just my desk. While it’s good to maintain a boundary between work and daily life, sometimes it’s fun to let your mind wander and think about the concept while engaged in other activities. Some of my best ideas have come to me while washing dishes or cooking — when my brain is free to wander during mundane tasks. I take a little walk and observe things that are unrelated to my project. Because who knows? The best story might come to me when I’m not looking for it.
Go wild, and if nothing works, get silly
The first tendency any writer or artist might have when working on a concept is to focus on grand ideas and aim for a larger-than-life story — something no one has ever done. We set our minds on seeking only great ideas, getting caught up in the bigger picture and dismissing anything that seems too simple. We often underestimate the power of simplicity.
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But remember, a simple idea can be just as effective if executed with the right techniques and creative twists. To discover those ideas, it’s important to let yourself be silly sometimes. This process is just between you and your mind — no judgments. Let me explain.
A few years ago, I worked on a video for a truck company. It was a live-action video, and the creative team had already decided the visuals. My only job was to write a poetic voiceover that would align with the visuals. The video was meant to be shown to truck owners to celebrate how far the company had come in the past decade. There were no details or specifics in the brief — they just wanted a video to commemorate their success and evoke emotion in the viewers.
I tried to go wild with ideas, but when nothing worked, I got silly. I started typing random keywords into Google — like ‘trucks,’ ‘truck drivers,’ and ‘trucks India’ — and kept scrolling past the first and second pages. Then something caught my eye: it was a documentary about truck art in India. I watched the documentary and discovered that trucks are like second homes for many drivers. They spend days and weeks travelling from one state to another, so they deck out the interiors with small fans, photos of their favourite gods, mosquito nets, and makeshift beds.
This insight gave me the nudge I needed to write a poetry-like voiceover for the video. It has, by far, been my favourite voiceover script because it helped me uncover a story I might not have otherwise seen.
Sleep on it
Ideas that seem very appealing when they first come to me may not appear as impressive later. So, I make sure to sleep on the concepts and approach them with a fresh mind and a completely different perspective the next day. I pretend as if the concept was created by someone else, and I’m just reviewing it. If it still seems impressive the next day, I decide to move forward with it.
Do a reality check
Creating a concept is one thing, but ensuring it’s both feasible and visually compelling is what truly completes the process of concept development. No matter how strong my idea is, I visualize it scene by scene, frame by frame — factoring in technical details like camera placement, cut points, transitions, and more — to ensure it’s not only possible but also seamless to execute, while aligning with the timeline and the client’s budget.
Observe and create
I’m guilty of consuming a lot of visual content, but I’ve also realized that all this consumption has helped me improve my conceptualization skills and contributed to making me a better storyteller.
It’s not just the virtual world; the real world also helps you become a better storyteller. I try to observe everything — even the mundane, random things you might encounter on the road. I believe a storyteller should always be weaving stories in their head, not just when there’s a project to work on or a deadline to meet. Something very random that you see on the road today could turn into a great story tomorrow.
Save every idea
Every idea is precious. Do not discard any thought that crosses your mind; save them all — it could come in handy later. Always have something to build on for the future; it saves you the time of starting over from scratch. I’ve found myself returning to my rough document to look for ideas that may work for an entirely different project. What didn’t work for one project might work for the next.
Embrace the pressure and love the process
After working on many projects with tight deadlines, I’ve found that the deadline is often the biggest source of inspiration. I’ve caught myself coming up with concepts in the eleventh hour, driven by the desperation to meet the deadline. I’ve been amazed at how our minds are capable of creating amazing things — it’s just a matter of listening to them and staying aware. Embrace the pressure; because sometimes, it’s exactly what you need to become a better storyteller.
