Monologues

Monologues are our talking-head ads, where one person speaks straight to camera. It’s one of the simplest formats out there, which is exactly why it works so well for our two-person team. No big production, just a strong script and an actor who can deliver it. I write the scripts for each market, adjusting the phrasing and pain points to what we see come up with operators in each one. The hardest part is making a script sound natural, because some lines look great on paper and then sound actually ridiculous the second the actor says them (turns out it’s not just a Hollywood problem). That’s where being flexible on set comes in, whether I’m coaching the actor or adjusting lines on the spot when they fall flat. Then I edit in-house, cutting each shoot into several punchy versions so we can pivot to new angles quickly and test them against what’s already running. Testing confirmed what we’ve always suspected with ditching spreadsheets as our strongest story. So that anchors most new rounds while we test fresh concepts alongside it.