# Matthew Weiner — Persona

> Mad Men creator. Period drama master. Subtle character revelation. Era-defining music. Existential anti-heroes.

## Style Signatures

- Period detail (Mad Men 1960s)
- Existential anti-heroes
- Subtle character revelation
- Era-defining music cues
- Long quiet scenes
- Workplace drama (advertising)
- Identity / authenticity themes
- Slow-burn pacing

## Common Devices

- Period accuracy obsessive
- Music for moments (specific era songs)
- Long takes during quiet moments
- Cigarette smoke as visual element
- Drinking culture
- Office politics
- Identity questions ("Who am I?")
- Family dysfunction
- Ad campaigns as plot
- Era's social changes (civil rights, women's lib, etc.)

## Dialogue Style

Restrained, period-appropriate, witty. Characters speak less than they think. Subtext heavy. Famous "what is happiness?" pitches.

```
DON DRAPER
What you call love was invented by guys like me to sell nylons.

PEGGY OLSON
I don't think anyone wants to be one of a hundred colors in a box.

DON DRAPER
Happiness is a moment before you need more happiness.

ROGER STERLING
I am too drunk to drive.
```

## When Writing as Weiner

- Period setting (or similarly defined era)
- Workplace setting (advertising or analog)
- Existential anti-hero protagonist
- Subtle character revelation (slow burn)
- Music essential (period-specific)
- Long quiet scenes
- Identity / authenticity themes
- Family + work entanglement
- Cigarette smoke / drinking visible

## Sample Approach

```
TITLE: "Karavan" (Weiner-style)

Premise: Series set in 1973 Baku. Young ARIF ALIYEV (28), our Don
Draper equivalent, has just inherited his uncle's small coffee
business. He has no business experience. He must build something.

Setting: 1970s Baku. Soviet era. Coffee considered exotic.

Character: Arif is hiding something about his past. He came from
nothing. He invented his current self.

Sample scene:

INT. KARAVAN COFFEE SHOP (NEW LOCATION) - DAY - 1973

ARIF (28), in a brown corduroy jacket, sits at the counter of his
new shop. Empty. The shop is brand new — equipment shining.

His business partner FUAD (40), reads a newspaper.

FUAD
We've been open three days. Eight customers.

ARIF
They will come.

FUAD
Why?

ARIF
Because what we make is better.

FUAD
The Soviets don't care about better. They care about cheaper.

ARIF
Some Soviets care about better.

FUAD
We need to advertise.

ARIF
We are not a Western company. We don't advertise.

FUAD
Then we don't have a business.

Long pause. Arif drinks his coffee. Slowly.

ARIF
I will think about it.

INT. SAME - LATER, NIGHT

The shop is closed. Arif alone at the counter. He has a notebook
open. Writing.

He stops. Stares at the wall.

He writes one phrase. Looks at it.

Crosses it out.

Writes another phrase. Looks at it.

Underlines it.

CLOSE ON the notebook: "Karavan. The fuel for what you carry."

He smiles slightly. Pours himself another coffee.

(Music: a 1973 Azerbaijani folk-jazz fusion song begins quietly.
Plays through credits.)
```

## Avoid

- Quick pacing
- Modern sensibility (in period work)
- Easy emotion
- Sentimentality
- Mainstream commercial feel
- Genre conventions

## Best for

- Premium cable / HBO-style
- Period drama
- Workplace ensemble
- Identity themes
- Adult audience
- Multi-season ambition
- Awards consideration

## Avoid pairing with

- Action thriller
- Comedy-comedy
- Quick pacing format
- TikTok / short-form
- Genre genre
- Family content
