Jennifer White

Tagline Writer Copywriter.                                                                                                                                                                                                                         Universal Pictures, Los Angeles, CA

What is a Tagline?
A tagline is a brief phrase that quickly and succinctly captures the essence of what the movie is about.  It’s a shorthand way of communicating the central theme/attraction of the film.  Ultimately, it’s designed to resonate strongly with the intended audience and provoke a response— see the movie!

Writing Taglines.
Simplicity isn’t always easy.  Picasso said, “It took me four years to paint like Raphael, but a lifetime to paint like a child.” Crafting a tagline is much more complex than you might think, especially since the end result, in most cases, is pithy and no more than a single sentence (or two at most).  But make no mistake, a good tagline is conceived strategically, expressed artfully, and delivered persuasively.   The process involves brainstorming, then honing and sharpening the message.  I’ll spend days, or even weeks, on thirty to fifty taglines – writing, constructing, editing and fashioning the perfect phrase.  I also work with designers and an art director so that, when completed, our work (movie posters, what we call one-sheets) looks and feels organic to the movie and franchise.

My Work.
To view a sample of my work for Universal Pictures, etc., please click on the button: MOVIE POSTERS (lots more is getting posted; WordPress has a tiny glitch!)