From Good Writing to Great Storytelling

Great storytellers use emotion to ignite audience interest. Great promo writers conceptualize story arcs to create big emotions that captivate and drive audiences to tune in. Learn from master storyteller, Scott Edwards, how to write robust emotion into promo.


Scott Edwards

Executive Vice President, Creative Advertising, Fox Entertainment

I love entertainment marketing. It doesn’t matter if it’s a drama, comedy, movie, reality show, video game, or otherwise. Making compelling campaigns for entertainment content, while working alongside the most talented people in the industry, is a true privilege. Hands down, the best part of our days is the talent pool in which we get to swim. When we’re clicking in harmony and firing on all creative cylinders–that’s magic.

In my current post, as EVP of Creative Advertising, I witness, on a daily basis, the unpredictable process and mind-bending convergence of art and commerce. Whether we’re cranking out first-look trailers, launch promos, current-show episodics, key art one sheets or billboards, custom social content, or otherwise, the formula-free process of solving creative challenges is never boring. Add to the great people and energetic environment hits such as 9-1-1, Bob’s Burgers, Family Guy, Last Man Standing, The Cool Kids, The Masked Singer, The Passage,The Simpsons, and an array of Gordon Ramsay shows, and you’ve got all the ingredients for an awesome ​"day at the office."

(And I thought theatrical marketing was unique in its own special brand of high-octane engagement.)

Prior to my five-year stretch as SVP of Fox On Air Promo & Operations – where I was lucky to help launch 24: Live Another Day, Beat Shazam, Empire, Gotham, Grease Live, and the return of The X-Files – I served two decades worth in theatrical tours of duty at four top-tier agencies (BD Fox & Friends, BLT AV, Crew Creative, and AV Squad), with a memorable run at New Line Cinema thrown in for good measure.

If you’ve read this far then I now consider us friends, which means we don’t have any secrets. So, I cop to the likelihood that I owe you ten bucks for convincing you to see a movie that didn’t really deliver. It happens. After all, that’s the gig.

Besides entertainment marketing, music is a great passion. Don’t tell anyone but I DJ’d through college at various social events and nightclubs, which means I am familiar with the significance of the number “1200.”

I was voted Best Dressed in my graduating High School class, which my friends won’t let me live down, and to which my wife gives a fabulous eyeroll.

In closing, I’m advised to share where I got my smarts, but I’d say more important than my education (BA double major, Theatre/Telecom, Indiana University; MFA w/high honors, Film/Advertising, Art Center College of Design) is the annual opportunity to teach short-form storytelling at Santa Monica College as part of the Promax Promo Pathway program. That’s where I really see how much more advanced the storytellers of tomorrow already are. Let’s all agree to pay it forward and inspire them to reach new heights. Here’s to an amazing future in this amazing industry! (See me later for the $10.)

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