Final Project

Client: Comfort LA

Script Type: Nonfiction

Pitch:

Five residents of Downtown Los Angeles are interviewed on the streets of Downtown LA and asked the simple the question, “What does comfort mean to you”. The consumers answer the question and the interviewer lets them know they can find their comfort at the soul food restaurant Comfort LA. The owner welcomes cameras into the restaurant and footage of the food and layout of the eatery. Diners are eating, listening to music, playing board games, and interacting with their friends while enjoying meals from the restaurant. The owners and chef interact with the consumers as a voice over explains why people should visit their establishment for comfort food. The Comfort LA team stands in front of the establishment proudly display their place of comfort in Downtown Los Angeles.

Final Script:

	Video	Audio
1.	WS: Interviewer standing on the sidewalk with microphone in hand	VO Interviewer: We’re on the busy streets of Downtown LA trying to find out what comfort means to people
2.	WS: Back of interviewer walking down the street gesturing for camera to follow	Fade in Music Over: up tempo instrumental
3.	MS: Interviewer holding microphone to mouth	VO Interviewer: What does Comfort mean to you?
4.	MS: Resident standing on busy DTLA corner	VO DTLA Resident: Fun
5.	CU: Close up of resident’s face answering the question	VO DTLA Resident 2: I’d say good energy
6.	MS: Resident standing on sidewalk	VO DTLA Resident 3: Family
7.	WS: Resident walking down the street	VO DTLA Resident 4: umm friends
8.	2-S/WS: Resident and friend standing on busy corner	VO DTLA Resident 5: My comfort is food, definitely food
9.	OTS: Interviewer standing in from of resident asking a follow up question	VO Interviewer: Did you know that you find that at Comfort LA?
10.	CU: Resident 1 (fast cut to next shot)	VO DTLA Resident: Where?
11.	CU: Resident 2 (fast cut to next shot)	VO DTLA Resident 2: Nope, what’s that?
12.	CU: Resident 3 (fast cut to next shot)	VO DTLA Resident 3: No I don’t know what is
13.	CU: Resident 4 (fast cut to next shot)	VO DTLA Resident 4: No, never
14.	CU: Resident 5 (fast cut to next shot)	VO DTLA Resident 5: Tell me more
15.	OTS: People walking into Comfort LA restaurant– Panning shot CU of Comfort LA sign	Fade in Music Over: up tempo instrumental
16.	WS: Owner Mark Waller standing in middle of restaurant	VO: MW: Welcome! Music under: up tempo instrumental
17.	Slideshow of old photos of MW and company with old pop-up shop cut to décor shots of the restaurant	VO: MW: Our restaurant brings comfort to LA. We started as a pop-up shop and living here for year we felt our menu needed a permanent home on the streets of Downtown LA Music under: up tempo instrumental
18.	XCU: Fried chicken being prepared and special sauce being drizzled on top	VO: JM: We bring THAT ACTION Music under: up tempo instrumental
19.	MS: Chef preparing plates and giving thumbs up and smile	VO: MW: Fried chicken cornbread mac and cheese greens, the good stuff Music under: up tempo instrumental
20.	WS: Guest receiving food at table from Chef as he appears to having a good convo with them	VO: MW: it’s all clean too, healthy food that taste great Music under: up tempo instrumental
21.	Panning WS: Guest playing connect four panning to guest looking at music records on the wall and sped up panning shot to guest outside eating and laughing	VO: MW: We love the community the people, our customers. From live music to game nights to parties in the back. Our goal is to make you comfortable Music under: up tempo instrumental
22.	Aerial WS: Comfort LA staff and owner standing in front of building with MW speaking	VO: MW: Your family Music under: up tempo instrumental
23.	CU: Chef JM speaking	VO: JM: Stop by we’re open late! Music under: up tempo instrumental
24.	Title: Black slate with Comfort LA call to action featuring their social handles, contact info and address using their logo font	VO: JM: We bring THAT ACTION Music Over: up tempo instrumental Fade out

“Meet the Doctor “Paper Edit

02:48:13

I am the only plastic surgeon here on Long Island who dedicates their practice to pediatric craniofacial surgery

2:53:17

Life just brings with it its everyday challenges to begin with, and my goal is to allow these children or to help these children enter the world with no more challenges than everybody else has.

2:52:16

There’s a lot that we can do today that we couldn’t do even just a few years ago, whether it’s from a birth defect or an accident.

02:18:06

I meet most of my patients right after they’re born, and then I often take care of them until they’re teenagers and thereafter.

02:20:22

If you see my office, you’ll see that the entire place is just filled with toys and it’s very children friendly. the majority of my exams that I have to do, I can do with them sitting on my couch in my office, and then they can play with their toys and their siblings can play with the toys while I speak to the parents about the nuts and bolts of what we have to do going forward.

02:28:32

Many parents ask me, “Why did this happen?”

02:32:45

one of the most rewarding things is the change that we can bring to these families by treating these children.

02;33;21

the parents hug me and cry and be thankful for the change that was made, but also when the kids are a little older and they can talk to me and they come in and at one point, they come in crying to me saying, “The kids at school are making fun of me,” and then after surgery they come back and they’re smiling and they’re not crying anymore and kids aren’t teasing them anymore.

02:44:43

I currently sit on the board of a pediatric charity, a local charity on Long Island that started on Long Island, and basically its application to my patients is very important which is why I joined

02:48:13

I’m 100 percent dedicated to pediatric craniofacial surgery.

02:56:23

it’s something you need to really dedicate your life to and to really make a difference and really to take the best care of kids

02:20:22

I dedicate my career to this and to children.

Reserve Engineered Shot Sheets

reverse-engineering shooting scripts

HARIBO USA: Gold- Bears Boardroom

 

	Video	Audio
1.	WS-Pan: Corporate employees are sitting in a board room as a woman enters the room and sits	SFX: Heels clicking then the a sound of a chair squeaking as the woman takes a seat
2.	CU: The woman, with a large grin on her face	The says “Lets talk about Haribo”
3.	CU: Bag of Haribo Gold-Bears	VO: “Gold-Bears”
4.	MED 3-Shot: A man pours the gummy bears out of the Haribo Gold-Bears on a sheet of paper, A man rubs his hands excitingly and grabs at the gummy bears	The woman says in baby voice “Aloha!”
5.	CU: Man holding a single gummy bear and staring at the candy	The man says in baby voice  “I can’t stop eating this”
6.	XCU: Orange gummy bear	Man continues in baby voice “orange one”
7.	2-Shot: Two men each holding a gummy bear, one man eats his gummy bear as the other man shows his off	Man showing off his gummy bear says in baby voice “ This red one is more gooder to me because it taste like”
8.	Side Shot: Faded shot of man goes on about red gummy bear and eats it as an another man looks at him	Man continues in baby voice: “berries”
9.	MS: Man holding green gummy bear	Man in holding green gummy bear says in baby voice: “It has a juicy flavor to it”
10.	Cut to CU: Man holding red gummy bear staring at it intensely	Man in holding red gummy bear says in baby voice: “They’re really”
11.	XCU: Red gummy bear being squeezed between a man’s fingers	Man in holding red gummy bear says in baby voice: “Squishy”
12.	2-Shot: Woman playing with gummy bears making walking motions with them on the table as an another man stares at her	Woman says in baby voice: “My bears are like doing cartwheels”
13.	Cut to XCU: Hands of woman holding yellow and orange gummy bear with one being held by her fingers in each hand	Woman continues in baby voice: “and backflips”
14.	Cut to CU: woman staring at gummy bears in her hands	Woman continues in baby voice: “and stuff”
15.	MS: man making airplane motion with his hands	Man says in baby voice: “And I’m going to fly it into my mouth”
16.	Cut to WS: Shot of everyone in the boardroom laughing	Child-like laughing and giggling
17.	CU: Haribo Gold-Bear package	VO: Haribo Gold-Bears theme music

 

 

Verizon Drop the Mic

 

	Video	Audio
1.	Wide-LS: Verizon spokesperson with a mic standing on red carpet in front if an large “unlimited” sign while speaking with crowd	“Today unlimited gets the network it deserves”
2.	CU: Verizon spokesperson speaking into mic	“Verizon” Background music
3.	Pan-LS: Verizon spokesperson drops mic onto red carpet	SFX: mic hiding the floor Background music stops
4.	CU: Verizon spokesperson checking his pockets of suit and pulls out another microphone	Mutters among crowd Verizon spokesperson says “Uh sorry”
5.	Pan-OTS: Verizon spokesperson speaking to crowd as crowd stars at him	“Its unlimited without” Background music
6.	CU: Verizon spokesperson speaking into mic	“compromising reliability” Background music
7.	Pan-MS: Verizon spokesperson speaking into mic	“On the largest most advanced 4G LTE network in America” Background music
8.	Pan-MS: Verizon spokesperson drops mic again	SFX: mic hiding the floor Background music stops
9.	CU: Verizon spokesperson checking back of suit and pulls out another microphone and shakes his head	“Sorry one last thing” Background music stops
10.	WS-aerial: Verizon spokesperson speaking to crowd	Background music begins “It’s just $45 per line”
11.	LS: Verizon spokesperson standing on red carpet with dropped mics near his feet as he proceeds to drop third mic	“forty-five” Backgroud music
12.	CU: Verizon spokesperson	“And that is all the microphones I have”
13.	CUT to Title: Unlimited in black text that flips to “Verizon” that flips to “$45 per line/4 lines” with text explaining conditions and contact information	VO: Unlimited on Verizon 4 lines just $45 per line

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Creative Briefs

Creative Briefs 

Comfort LA Creative Brief:

What do you know about the product and its history?

Comfort LA is a restaurant that specializes in organic southern comfort food. The establishment began as a pop-up shop and recently opened a primary storefront in Downtown Los Angeles.

Whom are we talking to?

Los Angeles County consumers and consumers in surrounding cities who travel to Los Angeles.

What do they currently think?

Consumers are currently unaware of about the restaurant and their offerings. Also, when consumers find out the location they are wary of visiting due to the history safety in Downtown LA.

What would you like them to think?

We’d like consumers to think that Downtown LA is a safe and secure location to visit. We’d also like them to the think that the menu has some of the best soul food offerings in Los Angeles County.

What is the single most persuasive idea we can convey?

Comfort LA is place to visit to good food and good vibes.

Why should they believe it?

Comfort LA works hard to create a great atmosphere for consumers and provide great service.

Tone of voice:

Passionate and Welcoming- Comfort LA is passionate about providing great food and good vibes.

Sugaring LA Creative Brief:

What do you know about the product and its history?

Sugaring LA is a salon that provides an alternative option for hair removal services for men and women in Los Angeles County. The salon uses the sugar waxing method to remove hair. Sugar waxing involves using a gel made of sugar, lemon, and water as a natural method to pull hair from the roots.

Whom are we talking to?

Consumers in Los Angeles County who are interested in hair removal.

What do they currently think?

They currently think that traditional waxing is the only option for hair removal.

What would you like them to think?

We’d like to educate them about sugaring so they begin to think that sugar waxing is a better option than traditional waxing due to the benefits it provides.

What is the single most persuasive idea we can convey?

Using sugar wax is provides healthier benefits to your skin than traditional waxing.

Why should they believe it?

Consumers should believe that sugaring is the better waxing option because there has been testing conducted that proves that sugaring provides more benefits than traditional waxing.

Tone of voice:

Informal and Caring- Sugaring LA wants to educate consumers about their methods and how using their service has added benefits.

 

Pitching the Story

Three men intensely await the fate of a basketball. The ball hits the rim and bounces into the hands of a player, we see all the players are in wheelchairs. The fierce and passion filled game continues. The game ends and all but one man stand up. They chose to play in a way that is accessible to the their friend. They enjoy Guinness at a bar and celebrate the power of friendship.

In a school hallway a boy helps a girl who has dropped something, to say thanks she offers him gum. From first kisses, to dates, and prom night they always have gum on hand for each other. As adults, they depart from each other for some time and when they reunite she finds pictures he’s drawn on gum wrappers of moments in their life. She turns around to find him on one knee proposing.

No Product, No Problem

Many brands use commercials to outright sell, the “here is the product and this why you should buy it” commercials. Those commercials are literal they show the product. For instance, most fast food commercials display the food, show people eating the food, and describe why you should buy the item. However, there are brands that stray away from the literal by choice. These brands have made a conscious decision to show the product; rather they use the ads as a tool for branding. I have chosen three non-literal ads to showcase this concept, what these ads have in common is that they tell a story that ultimately connects you to the brand then lead you to think about the product.

The following commercials are not literal by creative choice:

Always “#LikeAGirl”

Plot: The ad starts out displaying a question “What does it mean to do something like a girl?”. From there we hear a producer telling men and women of all ages to do things like a girl. The producer states “run like a girl” and the participants move in dainty stereotypical motions that correspond with actions of a girl, which continues as different actions are thrown out to participants. The ad goes on to ask young girls to do the same actions and they display strong motions. The ad then shows a statement about how these stereotypes are harmful to young girls and why it should shifted from an insult to a compliment.

Strategy: The ad wants to show that there should be no negative connotation with what it means to be a girl. Always is a brand that sells feminine hygiene products to girls and women. Always is seeking to empower their core customers.

“According to P&G, 76% of women aged 16 to 24-years-old said that the #LikeAGirl video changed their perception of the phrase ‘like a girl’ and they no longer saw it as an insult. Meanwhile, two out of the three men said that the video had made them think twice about using ‘like a girl’ as an insult.” (Contagious I/O, 2015).

Brand Positioning Statement:
Female empowerment.

Dick’s Sporting Goods “The Hoop”

Plot: The commercials shows a father setting up a basketball hoop on what appears to be Christmas then gifting the hoop to his young daughter the next day. The following scenes show the playing with the basketball hoop and the hoop being present throughout the years within the neighborhood, then the girl as an older teen playing basketball with the hoop. The commercial ends with girl going way to college and leaving the hoop behind and the father playing with the hoop alone.

Strategy: Dick’s Sporting Goods showed how one gift can play a role in someone’s entire life and bond people together.

Ryan Eckel, VP of brand marketing at Dick’s Sporting Goods. Stated “From the beginning, we found it compelling to tell the story about a father’s relationship with his daughter, and although life continues to change, the hoop remains a consistent and familiar bond in their lives and for the neighborhood.”

Brand Positioning Statement: Gifts creating memories.

Bisquick “Alive”

Plot: A woman realizes it Friday and that she has left her turkey in the refrigerator too. Realizing this, she panics and rushes the turkey to the hospital. After trying to revive the turkey the doctors tell her it is too late. The commercial ends with “Keep your leftovers alive, get recipes now a bisquick.com”

Strategy: Bisquick chose to show a funny way of how people react when their food goes bad. Bisquick believes that their recipes are so good that people won’t forget about their leftovers and wont have to deal with wasting food.

Brand Positioning Statement: Make food last longer.

References:

Insight & Strategy: #LikeAGirl. (2015, May 21). Contagious I/O. Retrieved from http://www.contagious.com/blogs/news-and-views/26605636-insight-strategy-likeagirl

Smiley, M. (2014, Nov. 7). Dick’s gets sentimental with new holiday ad. AdAge. Retrieved from http://adage.com/article/cmo-strategy/dick-s-sentimental-holiday-ad/295766/

The Numbers Don’t Lie: 2016 Social Media Statistics

Social media is growing and there are statistics to back it up. Remember Myspace? and remember when Facebook was strictly for college students? Social media has changed drastically in the last 10 years and platforms are changing daily. With the introduction of platforms like Snapchat social media as marketers know it is not the same. To get to know where social media is today, here are the top social media statistics of 2016.

According to Brandwatch.com:

• Social networks earned an estimated $8.3 billion from advertising in 2015
• 38% of organizations plan to spend more than 20% of their total advertising budgets on social media channels in 2015, up from 13% a year ago
• Only 20 Fortune 500 companies actually engage with their customers on Facebook, while 83% have a presence on Twitter
• People aged 55-64 are more than twice as likely to engage with branded content than those 28 or younger
• 96% of the people that discuss brands online do not follow those brands’ owned profiles
• 78 percent of people who complain to a brand via Twitter expect a response within an hour
• On WordPress alone, 56 million blog posts are published every month
• A 2011 study by AOL/Nielsen showed that 27 million pieces of content were shared every day
• The top 3 content marketing tactics are blogging (65%); social media (64%); and case studies (64%)
• Facebook now sees 8 billion average daily video views from 500 million users
• Snapchat users watch 6 billion videos every day
• US adults spend an average of 1 hour, 16 minutes each day watching video on digital devices
• 78% of people watch online videos every week, 55% watch every day

What statistics did find surprising?, comment below and share your thoughts.

Smith, K. (2016, Mar 7). Marketing: 96 Amazing Social Media Statistics and Facts for 2016. Brandwatch. Retrieved from https://www.brandwatch.com/2016/03/96-amazing-social-media-statistics-and-facts-for-2016/

No Humans Required

Autonomous driving has been talked about for ideas, but until recently it was just a futuristic idea. Automotive brands like Ford and BMW are putting money behind self-driving to being the idea to consumers around the world. Automonous cars are capable navigating vehicles without the use of human drivers. “BMW, Ford, and Uber have all recently said they plan to have “fully autonomous” cars ready to drive themselves on the road in 2021. Ford says its fleet of vehicles will lack steering wheels and offer a robotic taxi service.” (Simonite, 2016).

Uber has been testing Ford Fusions in Pittsburgh within the past month. With testing Uber has offered customers in Pittsburgh to request self-driving cars. Uber chose Pittsburgh due to its challenging topography, various weather conditions and bridges (Dwoskin, 2016). As the technology to put self-driving vehicles on the road seems to be coming to fruition I want be forth many consumers like myself have, how efficient is this technology? How do we know self-driving cars will be safe? With humans behind the wheel there is the element of control even in unpredictable situations, but now consumer will be expected to put their trust in technology. Automotive companies have a lot of ground to cover to get consumer to buy in the self-driving concept.

 

According to driveless-future.com:

Self-driving cars are a rapidly evolving technology which only a few years ago was still considered science fiction. In such a dynamic context, quick intuitions can be very misleading and misconceptions about the technology, its impact, and the nature of the innovation process abound. In the following we address some of the most widely held misconceptions about autonomous vehicles:

Top misconceptions

• Driver assistance systems will evolve gradually into fully autonomous cars
• The first models of fully autonomous cars will be targeted to the consumer and will be available for purchase
• It will take decades until most of the vehicles on the road are capable of autonomous driving
• Self-driving cars are controlled by classical computer algorithms (if-then rules)
• Public demonstrations of self-driving cars provide an indication of their capabilities
• Self-driving cars need to make the right ethical judgements
• To convince us that they are safe, self-driving cars must drive hundreds of millions of miles

It will be up to the automotive industry to convenience consumers that autonomous driving is safe and not a wacky futuristic idea. Will you be sitting in the passenger seat while your car does the driving?

Simonite, T. (2016, Aug 23). Prepare to be underwhelmed by 2021’s autonomous cars. Technology Review. Retrieved from https://www.technologyreview.com/s/602210/prepare-to-be-underwhelmed-by-2021s-autonomous-cars/

 

Dwoskin, E. (2016, Sept 4). Inside Pittsburgh’s driver’s-seat move on Uber’s autonomous-car testing. The Washington Post. Retrieved from https://www.washingtonpost.com/business/inside-pittsburghs-drivers-seat-move-on-ubers-autonomous-car-testing/2016/09/02/c5d2462a-6fc7-11e6-9705-23e51a2f424d_story.html

Push to Start Cars Are Sooo #TBT

Products with voice commands are taking the market by storm from smartphones to TV devices you can tell you devices what you want and what you are looking for. Amazon has released a product that you get anything with one command “Hello, Alexa”.

This year Amazon released Amazon Echo, a hands-free speaker that consumers can control with their voice. “Echo has seven microphones and beam forming technology so it can hear you from across the room—even while music is playing. Echo is also an expertly tuned speaker that can fill any room with 360° immersive sound. When you want to use Echo, just say the wake word “Alexa” and Echo responds instantly. If you have more than one Echo or Echo Dot, you can set a different wake word for each—you can pick “Amazon”, “Alexa” or “Echo” as the wake word.” (Amazon, 2016). Amazon

Echo provides information, news, weather, music, and can even start your car.

 

Yes, Amazon Echo can start your car. Hyundai announced in August that it has partnered with Amazon to assist Genesis owners with their car. Genesis is the new luxury division of Hyundai; the car brand is enticing users with offering voice command capabilities. From the comfort of their homes owner’s car use the Amazon Echo to perform basic functions for the vehicle. “So, for instance, the customer who wants the car running and air conditioning blasting for a daily commute need only say something like, “Alexa, tell Genesis to start my car at 70 degrees.” Or an owner might bark, “Alexa, tell Genesis to lock my car” from the comfort of their living room.” (Woodyard, 2016).

 

Hyundai and Amazon are showing the world how the internet of things and connected can add convenience to the lives of consumers.

 

What do you think about starting your car from your living room?

 

Woodyard, C. (2016, Aug 18). Amazon’s Alexa can now boss around Hyundai Genesis cars. USA Today. Retrieved from http://www.usatoday.com/story/money/cars/2016/08/18/amazons-alexa-can-now-boss-around-hyundai-genesis-cars/88938220/

Million Dollar YouTube Stars

YouTube has over a billion users and has launched in 88 countries, with accessibility to 76 different languages. YouTube was launched in 2005 and the video platform has since taken off. Last year YouTube’s head of content reported the platform has seen 50% growth annually, (Beck, 2015). YouTube features all types of content from product reviews to daily vlogs. The popularity of YouTube and its content has also launched the career of proclaimed “YouTube Stars”.

“YouTube has transformed the way people watch video. The shift from passive consumption of content to active engagement with that content — and the creators producing it — has enormous implications for entertainment, branding and behaviour. To find success on YouTube, established names in the YouTube universe have plenty of guidance and advice to inspire individuals and brands alike.” (Think with Google. 2015).

YouTube star not only garner millions of videos, but those views translate to dollars. YouTubee make money from ads, sponsored content, and viewer donations. Of all the YouTube creators, there are the top 3 YouTube making millions in 2015.

• PewDiePie: $12 million

Subscribers: 48M
# of Videos: 2K+

• Smosh: $8.5

Subscribers: 22M
# of Videos: 700+

• Fine Bros ENT/ React

Subscribers: 20M
# of Videos: 1.5K+

 

The money YouTube stars are being in is proof that YouTube is more than is a storage platform for video content, it is also a business.

Do you have a favorite YouTube star or channel?

Sources:

Beck, M (2015, Feb 18). YouTube Says Growth Is Still Strong Despite Push From Facebook. Marketing Land. Retrieved from http://marketingland.com/youtube-says-growth-still-strong-despite-push-facebook-118890

Statistics. (2016). YouTube. Retrieved from https://www.youtube.com/yt/press/statistics.html

Berg, M. (2015, Nov 2). The World’s Highest-Paid YouTube Stars 2015. Forbes. Retrieved from http://www.forbes.com/sites/maddieberg/2015/10/14/the-worlds-highest-paid-youtube-stars-2015/#49a6e61e542c