If you've got a TV spot and you want the track to sound like a Danny Elfman version of a gospel hymn, or a fully orchestral Buckwheat Zydeco, what words do you use to make sure the music house gets it?
If you're a copywriter on a radio commercial, quite often you'll also be the director. How do you tell your voice talent, "Can you make it a little brighter?" or "Let's really hit the word 'and' in this next take," so they give you exactly what you want?
And when your actors aren't delivering their lines or facial expressions exactly the way you imagined, how do you explain to the director what you're hoping to hear and see?
It's a lot trickier than it sounds. And it takes practice.
Below are two files. The first is an agency creative trying to explain what he wants from the music house. The second clip is not what the music house gave him. It's just what they did with his direction.
I had to upload them as movie files, but you're going to want to listen to and learn from both of these. Trust me.