CASE STUDY: Karren Brady

The brief.

Baroness Karren Brady is a sporting executive, politician, television personality, newspaper columnist, author and novelist. Karren's marketing team approached Full Height Copy to write a series of "How-To" video scripts for a new project called Get What You Want.

Get What You Want is a series of podcasts and videos that aim to help women succeed in their careers and achieve equal pay. Karren needed a script writer to turn her knowledge and ideas into workable video scripts.

Our response.

The most important part of this project was capturing Karren’s voice and insights in a short piece of film. Each video had to fit an introduction, clear and actionable tips and a short summary into just 15 minutes.

How did we do it?

STEP 1: Research and Brief

First, we familiarised ourselves with the series and the subject matter in each video. We then called Karren's co-producer and discussed the brief in detail.

STEP 2: Planning

The best way to capture a presenter's voice and understand their insights is to speak to them. We prepared a list of questions for Karren and scheduled a series of interviews.

STEP 3: Interviews

Interviewing Karren gave us the detail that we needed to write each script and get a feel for her tone and delivery. It was also an opportunity to discuss content ideas and build on the original brief.

STEP 4: First Draft

Armed with a recording of Karren's interviews, we drafted the scripts. We needed a little more material to flesh out the bones, so we researched each topic further and expanded on ideas.

STEP 5: Read Through

Once we were happy with the 'rough out', we read the script aloud and made adjustments. This process is crucial for checking the flow, tone, emphasis and length of scripts. It's where you identify if points come across clearly and if the material is engaging. After several timed read throughs, the scripts were ready for a final edit before submission to the client.

STEP 6: First Draft Edits

It's important to walk away from the scripts for a few hours and return to them with fresh eyes. We made refinements to some and left others alone. After a final read through, they were good to go to the client for feedback.

STEP 7: Video Script Revisions

We're delighted to report that revisions weren't necessary. Karren and her team were happy with the scripts and set to work filming.

Let's get started.

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