From an initial idea to a story that works
Sometimes you know exactly what you want to say, but not yet how to say it.
There may already be ideas, people, subjects and perhaps even separate parts of a programme. What’s missing is the thread that brings everything together.
As a programme maker and writer, I help find that core. From an initial concept to a script, speech, interview format or presentation text that sounds natural and connects with the audience.
A good concept provides direction
A strong idea doesn’t have to be complicated.
Above all, it should make clear why you’re doing something, who you’re making it for and what story you want to tell.
That’s where I start.
I ask questions, separate the main points from the details and look for the connecting thread. From there, we can decide which format works best. That way, an event, video, interview series or presentation has more than just separate elements: it has a clear story from beginning to end.
That’s also why good concept development goes beyond a creative idea. Ultimately, the concept shapes the content, format, programme and experience.
• CONCEPT & WRITING
First, understand. Then come up with ideas and write.
After more than thirty years in radio, television and programme-making, I’m used to quickly distilling a lot of information down to what’s truly interesting.
Who is the target audience? Where’s the story? What question should we ask? What can be cut? And what absolutely must someone remember afterwards?
That journalistic way of looking at things helps with both concepts and copy.
I don’t write just to fill the page with beautiful words. I look for a form and tone that make the story simpler, clearer and more human.
In his professional profile, Bas also describes himself as a creative programme maker with experience in presenting, interviewing, reporting, directing and editing. It’s this broad perspective that allows him to look beyond the text itself.
• Zwaanzinnig!
How can I help?
Event concepts
From anniversaries to business events. I help bring the purpose, story and programme together in a concept that suits the organisation and its audience.
Scripts and presentation copy
Text for a stage or camera should sound good when spoken aloud. I write scripts and presentation copy that flow naturally and suit the person delivering them.
Interviews and programme formats
Who do you want to speak to, which questions will move things forward, and how can different conversations come together to tell one story? I can help with interview plans, formats and editorial direction.
Speeches and personal stories
From a business speech to a personal story. I help shape thoughts and memories into a text with a clear structure, an appropriate tone and a character of its own.
• WHAT I STAND FOR
What you can expect from me in concept development and writing
Start with the essentials
Before I start writing or developing ideas, I want to know what the story really needs to say. That avoids copy and concepts packed with information but lacking a clear message.
Natural language
A script should sound right when spoken by the person delivering it. No complicated phrasing just to impress—only words that feel genuine and natural.
Creative and practical
An idea may sound fantastic on paper, but it has to be feasible in the end. My production experience means I consider how it will be delivered from the outset.
Room for a different path
Sometimes, during our conversation, it becomes clear that the original idea isn’t the strongest direction. I’m not afraid to say so, and we’ll find a better solution together.
• Zwaanzinnig!
Just need copy, or the whole story?
Concept development and writing often go hand in hand.
A script is stronger when the central idea is right. An event works better when the presentation copy follows a clear thread. And an audiovisual production usually starts long before the camera rolls.
That’s why I can get involved just for the writing, or earlier in the process too.
For example, do you have a story that you ultimately want to tell as a video or documentary? Concept development, research, interviews and production can all work together under Zwaanzinnig!
Do you have an idea but aren’t sure what form it should take? We can simply start with a conversation.
1. Getting to know each other
We’ll discuss what you want to create or share, who it’s for and what you already have in place.
2. Finding the key message
We distill the purpose, audience, message and key content into a clear direction.
3. Developing the story
I turn that direction into a concept, narrative, script, speech, format or any other text you need.
4. Fine-tuning
We’ll review the result together and refine the content and tone until the story feels right and is ready to use.
• LET’S TALK
Looking to develop a concept or piece of writing?
Perhaps you already have pages full of ideas. Perhaps there’s hardly anything on paper yet.
Both are great places to start.
Tell me what you want to create, organise or talk about. We’ll first find the heart of it, then decide on the right format and wording.
