What is a Controlling Idea?
If there’s one thing I’ve learned from working with hundreds of companies over the years, it’s that businesses don’t feel confident in their messaging. They often want to pack far too many ideas into one video script or commercial shoot. This just creates confusion for the audience. What are we supposed to take away from this? What is the call-to-action?
Imagine an Amazon or Apple commercial you have seen recently. Think about how many different products and services they offer? How could they possibly fit all of their offerings into one commercial? And even if they could, how would it be helpful to you as a potential customer?
We understand that it can be a big decision to produce a commercial ad and it’s not uncommon to feel like you need to pack several ideas into 30 seconds or more when you have their attention. When you need to create a video, whether it’s a Super Bowl commercial or a long form interview, we need to ask ourselves what is the main controlling idea and how do we support that idea?
Start With a Controlling Idea
In video production, a controlling idea refers to the main concept or message that the video is trying to convey. It guides the creative direction and overall look and feel of the video, and serves as a roadmap for the director, producer, and entire production team to follow as they develop the concept, shoot the footage, and edit the final deliverables.
The controlling idea is reflected in the script, the visual style and design, the pacing and editing, and the music and sound design. It is the central theme or the main point that the video is trying to make and it is the foundation that we build on in order to create an engaging and compelling video that effectively communicates the intended message to the audience.
Using a Controlling Idea in Video Production
Here are 5 reasons why it is important to use a controlling idea in video production:
It provides direction: Having a clear controlling idea allows the video agency and client to stay focused on the main message or concept that they want to convey, rather than getting sidetracked by unrelated ideas.
It helps to organize the production: A controlling idea can be used as a guide for the development of the video, from the initial concept to the final edit.
It helps to create a cohesive and consistent video: Using a controlling idea ensures that all elements of the video, such as the script, visual style, pacing, and sound design, work together to effectively communicate the intended message.
It helps to engage the audience: A clear and well-executed controlling idea can help to keep the audience engaged and interested in the video, by providing a clear and compelling message that they can relate to.
It helps to communicate the intended message: It is the main idea the video is trying to communicate and make sure the audience understands it.
Using a controlling idea in your next video can help to make the production process more efficient, and can lead to a final product that is more engaging and effective at communicating the intended message to the audience.
If you’d like to discuss your video project with us, set up a discovery call today.
