The scene opens on a pandemic. Time has an amorphous quality in this soul-crushing isolation. It stretches and contracts at will, making you forget your own name.
As you doomscroll TikTok, you come across a clip from a show called Dimension 20. You have a rudimentary understanding of Dungeons & Dragons and usually think watching other people play games sounds incredibly boring. This clip looks intriguing, though. Shall we roll for initiative*? Normally, you lack the initiative to do new things, but the dice gods are having none of it! You crit*!
That TikTok clip may have been the most wonderful rabbit hole to fall into, as you discover your love for all TTRPGs* (Table Top Role Playing Games) and become a better copywriter in the process. After all, writing copy is just storytelling with a monetary incentive. Copy should support a brand's character arc. A good ad takes you on a hero’s journey, where the protagonist ends up better off after their quest to obtain the brand. This is the brand promise: that it will improve your life in a measurable, substantial way.
If it is still unclear, I am advocating for everyone, especially copywriters, to watch more D & D. An avenue where you can be entertained and thoroughly engaged while your mind subliminally picks up on ways to enhance your writing skills sounds like a great deal!
Still not convinced?
1. Collaboration Is the Name Of the Game
Dungeons & Dragons is a collaborative effort. Everyone at the table has stakes in the tale and impacts the outcome. As a rule, your contribution cannot be overlooked. Each player builds on others’ input, and it all immediately becomes canon. As the most rewarding and hilarious form of group storytelling, the story arc goes in unexpected directions, and the players just roll with the punches.
Copywriters often have to collaborate with designers, supervisors, and clients; it’s not a one-person show, and it keeps our ego in check. As copywriters, we’ve often seen our brilliant ideas and words overlooked or not credited. D & D makes you better at taking feedback and criticism disguised as feedback. You improve your ability to think on your feet, which comes in very handy during brainstorming sessions. The game gives us the courage to become greater advocates for ourselves and our work because we ALL are part of the narrative.
2. The Twist in the Tale
As with all good storytelling, D & D sometimes relies on an unexpected twist that blows minds. There lies an excellent lesson for copywriters: the most memorable ads take you on an unforgettable journey full of surprises and unpredictable turns. When used for the right dramatic effect, the juxtaposition can make an often swept-under-the-rug issue, such as mass school shootings, top-of-mind in our collective psyche again.
You have to come up with new ways of saying the same old thing, new insights, and a novel approach to an old problem. D & D can rewire your brain so that you approach a project from an angle you hadn’t considered before. It can help you crack that brief you’ve been chipping away at for weeks without any success. Because when you discard the obvious and mundane and then shoot down the next 15 ideas, you arrive at a totally off-the-wall idea that gets people to sit up and take notice.
3. The Role of Your Life
Improv actors are also exceptionally good at roleplaying. Created characters that they seemingly have nothing in common with - what characteristics can you really share with a goblin*, an ogre*, or a genasi*? But then the curtain lifts, and they completely embody their creation. Fully committing to the choices their character would make, even when it sounds like a bad idea.
Dimension 20 has some of the most talented improv actors I’ve ever seen, and their roleplaying is absolutely top-shelf. It’s a masterclass in writing realistic dialog that doesn’t come off as hammy or stiff. Whether it’s emotional catharsis, an exchange that turns an antagonist into a sympathetic character, or a very quotable ACAB message, Dimension 20 can really bring the goods. Writing realistic dialog can be the Achilles’ heel for many a writer. The trick is not to overthink it; first thought, best thought. Off the cuff can sometimes be the realest stuff.
Roleplaying is a great tool for becoming a more empathetic person and a better marketer, as you put yourself in your customers’ shoes (imagine a TikTok POV video, but one that actually makes sense because POV is used correctly). Creating a customer profile through industry research - where you define what the ideal customer thinks, likes, and buys, what their interests and hobbies are, and fleshing it out as much as possible—is an important part of any advertising campaign. It lets creatives essentially role-play as the target audience and conceptualize ads that address their pain points.
4. Bring Out Your Inner Drama Queen
Also, where my fellow introverts at? As a quiet person, presentation anxiety is definitely real and probably something other shy people can relate to. D & D has helped me work on my innate confidence. Much like any other form of acting, you are putting on a character, but it also feels like uncovering a dormant part of yourself. I’ve become more comfortable with speaking my mind, and I actually feel excited and look forward to presenting now.
5. Teach Me Your Wonderful Ways
I am not ashamed to admit that Dimension 20, in particular, has taught me many new words and wonderful turns of phrase. Inspiration comes from everywhere. Brennan Lee Mulligan, the DM* for most of Dimension 20 games, is a treasure trove of ideas, concepts, and words I had never heard before.
6. Representation and Solidarity
Both within the game where there are several different races to choose from, and also outside of the game, Dimension 20 and Dropout.tv make a conscious effort to create content that has positive representation for LGBTQIA+, and POC.
In the real world, the time for solidarity is now. We all need to step up in our individual and collective capacities to resist our nation’s descent into full-blown fascism. For their part, creatives and people in the media can advocate for better representation of marginalized groups, they can unionize for fairer compensation and benefits, and create impactful ads that carry a meaningful message.
7. Capitalism Is the Big Bad
Whatever your job, unless you’re one of the filthy rich, this world was not built for your comfort or to help you thrive. Taking a little time for yourself, where you connect with your innate creativity, is one of the best ways to break the feeling of being just a cog in a machine. Cultivating hobbies and interests outside of work is essential. A safe space where you can share some laughs and tears with found community not only adds joy and contentment to life but also gives you something to look forward to every week. Dare I say it makes us feel human? I think I dare!
In Dimension 20 in particular, but D & D in general, there’s an anti-capitalist message, speaking truth to power, and creating a strong bond with people that don’t necessarily look like you. Capitalism is often the big bad in the game, if not overtly, then through subtext. No war but class war, baby. In these unprecedented times, that's a great comfort to know you aren’t alone.
Glossary:
Roll for Initiative
Initiative, Strength, Dexterity, Charisma, Constitution, and Wisdom are all ability scores on your D&D character sheet. Rolling for initiative means you roll a D20 die. Rolling high is ideal because it means you get to be one of the first to do damage.
To Crit
To Crit means to roll a 20 on a D20 die. Most DMs consider it a critical success for whatever you were trying to do.
TTRPGs
There are several different kinds of tabletop games. Each has its own set of game mechanics; Dungeons & Dragons is just one of them. Kids On Bikes is another system that has been used on Dimension 20 a few times.
Goblin, Ogre, Genasi
These and several others, such as Elves, Humans, Tieflings, etc,. are races in the D & D world. Each race comes with its own set of characteristics, physical features, and powers.
DM
DM means Dungeon Master; this is the person who is the game organizer and participant in charge of creating the details and challenges of a given adventure. In games that use a set of mechanics other than D & D, this person may be referred to as GM or Game Master.
Nida Ahmad has decades of copywriting, creative conception, and marketing strategy under her belt. She leads a double life. By day, she is a mild-mannered creative manager and freelance writer, getting paid the medium to small bucks for accommodating clients’ unfair demands. But by night, she is a voracious reader with a penchant for Sci-Fi and fantasy, a reservoir of useless pop culture, and an appreciater of old-school rock’n’roll, blues, and psychedelic rock. She loves D&D, history, and books about revolution.
The scene opens on a pandemic. Time has an amorphous quality in this soul-crushing isolation. It stretches and contracts at will, making you forget your own name.
As you doomscroll TikTok, you come across a clip from a show called Dimension 20. You have a rudimentary understanding of Dungeons & Dragons and usually think watching other people play games sounds incredibly boring. This clip looks intriguing, though. Shall we roll for initiative*? Normally, you lack the initiative to do new things, but the dice gods are having none of it! You crit*!
That TikTok clip may have been the most wonderful rabbit hole to fall into, as you discover your love for all TTRPGs* (Table Top Role Playing Games) and become a better copywriter in the process. After all, writing copy is just storytelling with a monetary incentive. Copy should support a brand's character arc. A good ad takes you on a hero’s journey, where the protagonist ends up better off after their quest to obtain the brand. This is the brand promise: that it will improve your life in a measurable, substantial way.
If it is still unclear, I am advocating for everyone, especially copywriters, to watch more D & D. An avenue where you can be entertained and thoroughly engaged while your mind subliminally picks up on ways to enhance your writing skills sounds like a great deal!
Still not convinced?
1. Collaboration Is the Name Of the Game
Dungeons & Dragons is a collaborative effort. Everyone at the table has stakes in the tale and impacts the outcome. As a rule, your contribution cannot be overlooked. Each player builds on others’ input, and it all immediately becomes canon. As the most rewarding and hilarious form of group storytelling, the story arc goes in unexpected directions, and the players just roll with the punches.
Copywriters often have to collaborate with designers, supervisors, and clients; it’s not a one-person show, and it keeps our ego in check. As copywriters, we’ve often seen our brilliant ideas and words overlooked or not credited. D & D makes you better at taking feedback and criticism disguised as feedback. You improve your ability to think on your feet, which comes in very handy during brainstorming sessions. The game gives us the courage to become greater advocates for ourselves and our work because we ALL are part of the narrative.
2. The Twist in the Tale
As with all good storytelling, D & D sometimes relies on an unexpected twist that blows minds. There lies an excellent lesson for copywriters: the most memorable ads take you on an unforgettable journey full of surprises and unpredictable turns. When used for the right dramatic effect, the juxtaposition can make an often swept-under-the-rug issue, such as mass school shootings, top-of-mind in our collective psyche again.
You have to come up with new ways of saying the same old thing, new insights, and a novel approach to an old problem. D & D can rewire your brain so that you approach a project from an angle you hadn’t considered before. It can help you crack that brief you’ve been chipping away at for weeks without any success. Because when you discard the obvious and mundane and then shoot down the next 15 ideas, you arrive at a totally off-the-wall idea that gets people to sit up and take notice.
3. The Role of Your Life
Improv actors are also exceptionally good at roleplaying. Created characters that they seemingly have nothing in common with - what characteristics can you really share with a goblin*, an ogre*, or a genasi*? But then the curtain lifts, and they completely embody their creation. Fully committing to the choices their character would make, even when it sounds like a bad idea.
Dimension 20 has some of the most talented improv actors I’ve ever seen, and their roleplaying is absolutely top-shelf. It’s a masterclass in writing realistic dialog that doesn’t come off as hammy or stiff. Whether it’s emotional catharsis, an exchange that turns an antagonist into a sympathetic character, or a very quotable ACAB message, Dimension 20 can really bring the goods. Writing realistic dialog can be the Achilles’ heel for many a writer. The trick is not to overthink it; first thought, best thought. Off the cuff can sometimes be the realest stuff.
Roleplaying is a great tool for becoming a more empathetic person and a better marketer, as you put yourself in your customers’ shoes (imagine a TikTok POV video, but one that actually makes sense because POV is used correctly). Creating a customer profile through industry research - where you define what the ideal customer thinks, likes, and buys, what their interests and hobbies are, and fleshing it out as much as possible—is an important part of any advertising campaign. It lets creatives essentially role-play as the target audience and conceptualize ads that address their pain points.
4. Bring Out Your Inner Drama Queen
Also, where my fellow introverts at? As a quiet person, presentation anxiety is definitely real and probably something other shy people can relate to. D & D has helped me work on my innate confidence. Much like any other form of acting, you are putting on a character, but it also feels like uncovering a dormant part of yourself. I’ve become more comfortable with speaking my mind, and I actually feel excited and look forward to presenting now.
5. Teach Me Your Wonderful Ways
I am not ashamed to admit that Dimension 20, in particular, has taught me many new words and wonderful turns of phrase. Inspiration comes from everywhere. Brennan Lee Mulligan, the DM* for most of Dimension 20 games, is a treasure trove of ideas, concepts, and words I had never heard before.
6. Representation and Solidarity
Both within the game where there are several different races to choose from, and also outside of the game, Dimension 20 and Dropout.tv make a conscious effort to create content that has positive representation for LGBTQIA+, and POC.
In the real world, the time for solidarity is now. We all need to step up in our individual and collective capacities to resist our nation’s descent into full-blown fascism. For their part, creatives and people in the media can advocate for better representation of marginalized groups, they can unionize for fairer compensation and benefits, and create impactful ads that carry a meaningful message.
7. Capitalism Is the Big Bad
Whatever your job, unless you’re one of the filthy rich, this world was not built for your comfort or to help you thrive. Taking a little time for yourself, where you connect with your innate creativity, is one of the best ways to break the feeling of being just a cog in a machine. Cultivating hobbies and interests outside of work is essential. A safe space where you can share some laughs and tears with found community not only adds joy and contentment to life but also gives you something to look forward to every week. Dare I say it makes us feel human? I think I dare!
In Dimension 20 in particular, but D & D in general, there’s an anti-capitalist message, speaking truth to power, and creating a strong bond with people that don’t necessarily look like you. Capitalism is often the big bad in the game, if not overtly, then through subtext. No war but class war, baby. In these unprecedented times, that's a great comfort to know you aren’t alone.
Glossary:
Roll for Initiative
Initiative, Strength, Dexterity, Charisma, Constitution, and Wisdom are all ability scores on your D&D character sheet. Rolling for initiative means you roll a D20 die. Rolling high is ideal because it means you get to be one of the first to do damage.
To Crit
To Crit means to roll a 20 on a D20 die. Most DMs consider it a critical success for whatever you were trying to do.
TTRPGs
There are several different kinds of tabletop games. Each has its own set of game mechanics; Dungeons & Dragons is just one of them. Kids On Bikes is another system that has been used on Dimension 20 a few times.
Goblin, Ogre, Genasi
These and several others, such as Elves, Humans, Tieflings, etc,. are races in the D & D world. Each race comes with its own set of characteristics, physical features, and powers.
DM
DM means Dungeon Master; this is the person who is the game organizer and participant in charge of creating the details and challenges of a given adventure. In games that use a set of mechanics other than D & D, this person may be referred to as GM or Game Master.
Nida Ahmad has decades of copywriting, creative conception, and marketing strategy under her belt. She leads a double life. By day, she is a mild-mannered creative manager and freelance writer, getting paid the medium to small bucks for accommodating clients’ unfair demands. But by night, she is a voracious reader with a penchant for Sci-Fi and fantasy, a reservoir of useless pop culture, and an appreciater of old-school rock’n’roll, blues, and psychedelic rock. She loves D&D, history, and books about revolution.
