This is the only book that explores a process and technique for developing creative ideas for short format video, whether online, in-store, or any other form of distribution. Learn to navigate the pitfalls and potential of briefs, treatments, concepts and scripts to ensure your creative idea is as strong as it can possibly be. Deep discussions of genre, form, medium and distribution offer a useful method of categorisation and insight into the creative implications of each. A must-have for anyone writing for video.