Planning, Scripting & Ideas
Logline
Also called: log line, one-line pitch
Borrowed from screenwriting, where a logline names the character, the situation and the complication. For a video it names who this is for, what they get out of it, and the tension that makes it worth their time. The value is entirely in the compression. If you cannot say it in one sentence without a second clause explaining the first, you are either looking at two ideas or at one that has not been thought through yet. A logline that works usually hands you the title and the thumbnail concept almost for free, because all three are answers to the same question.