Creating a script for an animation project is not just about writing dialogue and action. It's also about crafting a story that resonates with your target audience and reflects your brand identity. In this article, you'll learn how to create a script that aligns with your goals and vision, and how to avoid common pitfalls and mistakes.
Before you start writing, you need to know who you're writing for. Who are your ideal viewers, and what are their needs, preferences, and expectations? How do they consume and respond to animation content? What are their pain points, challenges, and desires? Researching your audience will help you tailor your script to their interests, emotions, and values. You'll also be able to avoid topics, tones, or styles that might alienate or offend them.
Then again, sometimes shying away from topics that might be painful or offensive might hinder your artistic vision, or prevent you from shining a light on injustice. Satirists have also found that ironically poking fun at toxic topics can be an effective way to strip them of their power to inflict further harm. If you want to write a script with your audience in mind, that can certainly be a way to reach your target demographic, or to create special resonating moments. Sometimes you can also identify whether you have written a script for a children's movie, or something geared toward mature audiences as you're writing it. Sometimes it's fun to write scripts that appeal to everyone. Sometimes not. Write scripts you can love, too.
Your script should also reflect your brand identity, which is the unique personality and voice of your animation project or studio. What are your core values, mission, and vision? How do you want to position yourself in the market and differentiate yourself from competitors? How do you want to communicate with your audience and build trust and loyalty? Defining your brand identity will help you create a script that is consistent, authentic, and memorable.
If you want to cultivate a brand-specific style, I suppose this is true. For scripts, I prefer to ask myself whether I have written something I would enjoy watching. That's a good way to represent your personal brand with authenticity. For artists who do want to craft a recognizable visual aesthetic, crafting a script that includes shot-specific instructions that echo your past work can help cast and crew to adhere to your unique vision. Again, though, if you write for genres, characters, and stories you would love, your personal style will emerge organically on its own. Sometimes it's good to get your first script or two written before pinning your brand to a specific genre or style. You'll want to know it's something you have a knack for.
Once you have a clear idea of your audience and brand identity, you can start outlining your story. A story outline is a brief summary of the main events, characters, and themes of your script. It helps you organize your ideas, structure your narrative, and identify the key elements of your plot. A story outline can take different forms, such as a logline, a synopsis, a beat sheet, or a storyboard. Choose the format that works best for you and your project.
A lot to unpack here. I think it's helpful for writers to lead with their themes rather than their brand identities unless a studio has called for their specific style, or the writers have so much experience that their brand has become a recognizable part of who they are, or they have a strong sense of what they always want to write or convey right off the bat. Every script should have a logline and a synopsis. Beat sheets and storyboards can be written or crafted depending on when they're needed. Sometimes they're created by the screenwriter, sometimes—such as in animated movies—a storyboard artist creates the storyboard. A writer may be a storyboard artist as well. It depends on the genre you're writing for.
Now that you have a story outline, you can write your script. A script is a detailed document that describes the dialogue, action, sound, and visual elements of your animation. It should follow the standard formatting and conventions of the animation industry, such as using software like Final Draft or Celtx, dividing your script into scenes and shots, and using proper notation and terminology. A script should also be clear, concise, and engaging, using natural and effective language and avoiding clichés and jargon.
Some good tips here, but sometimes it's okay to write clichés and jargon. It depends on the tone you're shooting for. "Who Framed Roger Rabbit?" was packed to the brim with clichés and jargon. Sometimes it's funny to find humor in something everyone instantly recognizes, or having a character roll their eyes at an old trope. In this case, I'd say it either depends on the studio you're writing for, or you can go ahead and write what you want and then shop it around and see who likes it and who doesn't.
Writing a script is not a one-time process. It requires multiple revisions and feedback to improve its quality and clarity. Revising your script means checking for errors, inconsistencies, and gaps in your story, dialogue, and action. It also means ensuring that your script aligns with your audience and brand identity, and that it conveys your message and purpose effectively. You can revise your script by yourself or with the help of others, such as peers, mentors, or professionals.
I agree that writing a script requires revisions. Sometimes it's a good idea to even write somewhat poorly, but quickly, just with the goal of finishing a script, and then revise and edit it for clarity after the fact. I don't know if a writer should fixate on brand identity. That sounds like a good idea for someone who works in advertising. I suppose in animation it can be helpful if the goal is to sell easily recognizable merchandise. Core to the writing should be story, plot, theme. You can think about how to include personal touches to convey your personal style or brand, but for that to hold up, you need a sturdy foundation of good writing.
The final step of creating a script is testing it with your audience. Testing your script means getting feedback from real or potential viewers, and measuring their reactions and responses to your animation. Testing your script can help you validate your assumptions, identify strengths and weaknesses, and make adjustments and improvements. You can test your script by using methods such as surveys, focus groups, interviews, or online platforms.