SCRIPT STRUCTURE

Scripting these videos took about a month, and involved cross-functional work with our product marketing and solutions consulting teams. Demos were watched. Pitch decks were reviewed. Screenshots were taken. Coffee was consumed.

The biggest win from this process was convincing my team to embrace the “cold open” model; if you’ve ever watched a sitcom like The Office, you know what a cold open is. These little skits before the demo starts aren’t just for laughs, though: they hook you in and establish an important feeling of affinity with the target audience.

I think it worked because I tend to think about things as a brand designer, not just as a writer: if one of our brand values is to be informed, a casual expert, how does that scale to a script? How can we use humor to express that value?