There have been debates about whether a Christmas advert made for just £50 is better than the John Lewis £7m Christmas advert featuring Elton John. We know that budget doesn’t matter; it’s all about how you deliver story – so we’ve broken each advert down into their five acts.
Perfecting the structure of a story makes the difference between a good idea and a successful piece of screenwriting. In this one-to-one session, the John Yorke Story team work with a screenwriter as she masters some of the core elements of five-act structure: inciting incidents, moments of hope and despair, and the point of no return.
US-based marketing and storytelling expert Park Howell popped in to our virtual classroom for a guest chat with Into the Woods: Telling Stories for Business students. He talked about the use of stories in B2B marketing, convincing skeptics, and what cyborgs could mean for the future of marketing.
Storytelling – it’s not just for drama. Students from our Into the Woods: Telling Stories for Business course have been learning this, and in the second instalment of our chat series with business storytelling strategist Park Howell they get down to the details. Read on to find out how Park developed his unique business, how different cultures react to the same stories, and what the world of business can learn from Hollywood.
Treatments. Agents. ‘The Industry’. These can be daunting words for a budding screenwriter, but things you need to get to grips with to progress. John Yorke Story tutors chat with students about getting their treatments just right, how to introduce themselves to agents, and the benefits of knowing a friend of a friend of a friend.
What role do scenes play in the larger purpose of your story? Aspiring TV drama producer Radica Anikpe has a eureka moment on the Storytelling for Screen course: scenes are the key to propelling a story forward and cracking character, and it’s as easy as maths!