Guest Blog! Spitballing - Old School

Script Whisperer friend Gary Bayer (the man who coined "This Bud's for you" among many other memorable advertising accomplishments) happens to be an extremely gifted screenwriter and has valuable experience to share with Rouge Wavers. Gary was kind enough to take some time out to throw some advice our way today and the Wave-inatrix thinks this is some seriously helpful advice. And so, the Rouge Wave presents: Gary Bayer!

*****

You’re stuck. The first 30 pages were fantastic. But now you’ve written yourself into a corner.

Or …

You have a concept that’s almost there. It’s on tip of your mind but you just can’t get it to gel.

Or …

The script is finished. It felt so perfect as an outline but something seems off. The big ending just doesn’t feel so big any more.

What’s a writer to do? Well, one thing you might try – something that’s worked for me as an advertising creative director and writer – is synectics.

“Whassat?” you ask? It’s a fancy name for brainstorming. It comes from the Greek word synectikos, which means “bringing forth together” or “bringing different things into unified connection.”

It’s used in the world of advertising and marketing to develop new product ideas and come up with new ad campaigns.

It’s spitballing unleashed. It’s the same format – two or more people interested in a project tossing ideas around – but with a cool set of instructions that can lead to much, much better, faster results.

Interested? Here’s how it works:

The following assumes your group has read your script.

You start the process by presenting your group with your problem. Don’t be vague. It’s a good idea to write it down for them. Be as specific as possible. For example, “I think the ending is a let down.”

Then, overload them with input. Give them a crash course on your script: Who’s the intended audience? What’s the genre? What existing films are like it? Is it big or small budget? Do you have actors for roles in mind? This forces people to mix your script idea in with all the other stuff already in their heads. And, it brings your issue into sharper focus.

Then, tell your group this one, all-important rule: Only positive things can be said during your brainstorming session. Yes, everyone has to check his/her built-in critic at the door!

If people are allowed to comment on stuff they think is lame, they cut off the process. A lame idea sometimes leads to a great one. So, your group can play it deadpan or excited. But, they’re not allowed to groan or laugh soda out their noses! In effective brainstorming, there’s no such thing as a bad idea!

Next, start people thinking and reacting by throwing out stimulus questions. With good stimulus questions, ordinary ideas can be turned into extraordinary ones; the familiar or prosaic can be turned on its head. The idea here is to transform ideas and information at hand into something new.

What makes a good stimulus question? That depends on your specific issue and the problem you’re trying to solve. But, here are some thought starters for mind-opening stimulus questions:

ADD – What would happen if you built up a character or added a new one? Would the plot boil differently if you changed the setting?

TRANSFER – What would happen if you moved scenes around? Moved the big climax to the opening frame? Would this script work better with a different social class? (Instead of suburbia, how’s it feel in a ghetto?) Maybe this plays better if it’s set in France! Maybe the protagonist should become a fish-out-of-water – same storyline, in a place your hero feels lost.

SUBTRACT – What would happen if you removed parts of your script? What if you compressed it? Have your group brainstorm what could be taken out. How might you simplify?

EMPATHIZE – Ask your group to put themselves in your hero’s shoes. Is this how they’d act? How would they act differently?

CHANGE THE SCALE – Let’s say your story takes place during one month of your character’s life. What if more time passed? Could this story cover a lifetime? What if everything had to happen in 20 minutes?

DISTORT – Twist the story out of its current shape. Imagine it with an over-the-top antagonist. What if the hero were a heroine? If it’s a drama, brainstorm how it would play as comedy – or vice versa.

ANALOGIZE – Spend some time drawing associations with this script and films everyone knows. How are they similar? Different? Compare ‘em. Make logical and illogical associations.

PARODY – If all else fails, take off the non-critical hats and have at it! Ridicule it. Mock it. Turn the story into burlesque. Roast it. Joke it. Draw a cartoon of it. This can be painful but can also shake some mighty ideas out of the tree.

A good synectics session often has interesting side effects. You might solve your current problem and come up with some other great concepts. And, because it’s freewheeling and nothing is out of bounds, it loosens everyone up – including you, the writer. You might just come away with a fresh perspective on stuff you hadn’t even been thinking about changing.

And, a good session isn’t really hard to pull together. Like a lot of writers, I work alone. So where’s the group come from? I have writer cohorts in the U. S. and abroad. When we can’t get together, I e-mail my script. Then we get on a Skype conference call (free of charge!) and brainstorm by phone. Not as fun as in person with a few friends and a few beers, but it works.

A couple closing thoughts:

It’s a good idea to put a time limit on your session. That way, people will keep their enthusiasm and energy up, knowing this won’t go on all day.

If you can find a volunteer, have someone take notes. If not, do it yourself. It’s frustrating to come out of a great session and say, “I love that idea! (BEAT – WITH SHOCKED EXPRESSION) My gawd! I forgot it!”

The beauty of a synectics session is that it’s really just spitballing among friends – but organized. And, it can lead to really good stuff.

Have fun.

Gary Bayer was an advertising writer, producer and creative director on Budweiser, Gatorade, AT&T, Red Lobster, Cap’n Crunch Cereal and many other famous brands. He created the “Pitch In!” anti-litter symbol and campaign, now seen worldwide. He recently sold his ad agency and now writes full time.

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