#longcopy

Gigaset – Dune

Ah, Avis. 

Ryan called it a "brain dump" the other day. The long copy game.

For someone who has historically seen herself as an AD, it was an interesting turn of events when I looked over my first batch of roughs and discovered that the majority of them were copy-driven. I have always respected what CW are able to do. Expressing human truths in a succinct way that hasn't been done before without sounding contrived--now that's difficult. For me, the visual part comes much easier. But as I find my legs in Portfolio, I've come to the realization that, well, you kind of have to be good at both. 

After class, I started noticing long copy everywhere. This is shocking because they always drill it into our heads that our audience will sooner eat their own toe-jam than spend more than a couple of seconds reading an ad. I noticed the copy on my Philosophy shampoo bottle. I noticed long copy on the back of my moleskin notebook. These are all things I've read time and time again without really noticing that I was reading long copy. 

I think that's the art of good copy: make people forget they're reading...copy. Make them read a story. Engage them. Inspire some sort of emotion or action.

So I’ve got myself into this slightly weird arrangement where I occasionally write short films about pottery for a man named Keith…

Keith Brymer Jones is a popular ceramic designer whose work is available in places like Habitat, Heals and Barneys NY. He’s also a judge on the BBC2 show The Great Pottery Throwdown where he’s become famous for regularly bursting into tears every time he sees some pottery he likes. He’s also really likes singing. 

With that in mind, I wrote this film for him featuring his celebrity mate Noel Fielding to promote Keith’s new glassware collection.

Previous to that, Keith decided he wanted to make his own version of Adele’s Rolling in the Deep music video… but with pottery! Excitingly, it’s had over 200,000 views on YouTube. Not bad going because, again, pottery…