Tuesday 18 June 2013

Commercial demos

I spent the first decade of my career in commercial radio, doing just about everything that a radio station has to offer.

But I spent most of it being a copywriter - writing ads as a part of each station's sales team.

I did this in Canberra at FM104.7 / 2CA and then at Canberra FM.

After that I moved to Sydney, becoming Creative Director at 2WS and then later at Triple-M.

It's a fun job! You talk to local businesses, get a feel for what they want to communicate, and try to write something memorable about them to go on the radio in 90 words or less.

If you're lucky (as I mostly was) you work with clever audio production bods and voice-over people, who help you bring the ideas to life.

I thought I'd share my copywriting demo with you. These ads aren't necessarily all award-winners or the most perfect sales tools, but they're probably the ones I had the most fun making.

Some of them are about clever concepts, but there are also a few included because the execution is good - particularly the movie promos, which have to include a plot summary, some movie grabs, and an invitation to listen, all in 30 measly seconds. It's much harder than it sounds to craft something like that.

When you have so many ads to do, it's inevitable that you'll end up voicing some of them. And if you do it for as long as I did, you become pretty good at it.

This is my voice reel, showing off some of the work I did behind a microphone.

I would actually love to do more voice-over work (hint-hint). Because I'm an ABC employee, I can't really do commercials within Australia, but I'm still available for narration, educational videos, movies, animation, computer games, etc. Get in touch if you'd like to ask me about it.

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