Few things are as confounding to an actor as trying to interpret commercial copy. So often the text can seem unnatural, “selly” or just plain ridiculous. The specs that you get, if you get any at all, tend to add more pressure than clarity. The good news is there are a number of clues for interpreting commercial copy within the copy.
Join commercial casting director and former advertising creative John McKinney as he shares the secrets to proper copy decryption. Using each actor’s in-class performance as a springboard to broader rules and principles, John will demonstrate how actors can immediately improve their reads and help them to translate those silly, sounding scripts into the kind of nuanced, layered performances ad agencies are looking for.
Every Participant will get an opportunity to read and receive feedback. Seating is very limited so please only RSVP if you are certain you can attend. Copy will be provided morning of the session by instructor. This is an advanced level class. For members with 2+ years experience doing voiceover at a professional level. This class is not appropriate for beginners. Please do not RSVP if you are new to voiceover.
As owner of John McKinney Casting, John routinely casts and directs voiceover talent for national TV and radio spots as well as occasional film and animation. Recent clients include Volvo, Coty, The Hartford, Anchor Steam Ale, Sony, Bismarck Industries, Dr. Pepper and Illinois Lottery. Prior to that, John worked as Casting Director for Pomann Sound where he worked on Verizon, Heineken, Castro, Fisher-Price and Michelob. John has also spent over twenty years as a copywriter writing and casting national TV and radio campaigns for major New York ad agencies, including Grey, McCann Worldwide, Grey Entertainbment and Gotham. All the while he kept a hand in doing voiceover work himself, voicing commercials for General Foods, Verizon and other national megabrands. John also works as a voice coach and voiceover demo producer. This diverse background gives John a unique ability to translate ad copy with subtlety and precision and to help other actors do the same.When not casting commercials, John pursues his “other calling” which is writing for the stage. As a published playwright John is used to working with seasoned stage actors and often draws from the theater world when casting commercial projects, and vice versa.