I want people to imagine a green apple when I talk to them about an apple.

Often I am asked if it’s necessary to write a script for small videos that are created for social media and I end up asking them if it’s ok to call an apple - orange. This always instantly creates a confusion in their minds and their response would be…an apple is an apple it cannot be called by a different name. To this I have a counter question for them. Imagine you are on a phone call with your friend and you tell him that this year your farm produced some great apples and he responds by saying that green apples happen to be his favorite. Now you are surprised because your farm produced some beautiful & juicy red apples & your friend is imagining green apples. The issue here is that you are talking about red apples whereas your friend is talking about green apples. This is exactly what happens when you shoot without a script. In your head you have explained well but while shooting it came out different and the audience perceives it in a different way, what a script does is that it streamlines your thoughts in a much focused way and gives your mind as well as your team to plan the film properly. In an apple scenario this is not hurting much but when it comes to your brand image this could be damaging.

A script is designed to communicate a brand's message, its mission to their target audience. The brand's identity & tone is reflected in the script. It often has direct messaging and a call to action. It also includes product demonstrations, testimonials authenticating the credibility of the brand. Creating any kind of film without a script is not something an experienced film maker would ever do. Shooting with a ready script allows you to see the film/video on paper before going into production. What this does is, it prepares you for any unexpected situations in advance. If you know a certain scene might require you to shoot in the kitchen for example, you will be prepared beforehand so that the cooker’s whistle doesn't blow during the shoot. In short, a script helps you to systematically produce a film.