Who Writes the Script?

Marketers often ask: “Am I supposed to write the whole video script?”

Short answer: No. Long answer: You co-write it—strategically.

Here’s how it works:

• You bring the brand goals, audience insights, and messaging priorities.

• Together you decide on the type of video, runtime, and the plan for deployment.

• The production team drafts the script structure based on your input.

• You review, refine, and approve. You’re the voice of the brand, not the screenwriter.

For case studies, they’ll interview your clients and shape the story. For commercials, they’ll pitch concepts and iterate. For “about” videos, they’ll help you articulate your mission in a way that feels human, not corporate.

The best scripts feel like your brand—but tighter, clearer, and emotionally resonant.

You’re not writing alone. You’re collaborating with storytellers who know how to make your message land.

I’ve found that many clients are pleasantly surprised once the pre-production process begins. What often feels intimidating at first quickly turns into an engaging, collaborative experience.

On set, most people genuinely enjoy watching the production come to life—seeing professionals in action while they “sit in the control room” enjoying a coffee or yummy snack, offering real-time feedback and creative input to the video director. It’s both exciting and rewarding to watch their vision take shape right before their eyes.

In the end, you should feel amazed at how well your video partner guided the process, took a load off your plate, and a strong sense of ownership over your new marketing asset!

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