Digital Storytelling -- Commercial Concepts

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Lecture on Commercial Concepting for My Digital Storytelling class.

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Digital Storytelling -- Commercial Concepts

  1. 1. Digital Storytelling<br />Commercial Concepts<br />
  2. 2. Commercial Concepts<br />What makes an effective commercial? It depends upon the goal of that commercial. <br />Informational<br />These commercials are aimed toward providing information about a specific company or program<br />Mattress Ranch<br />Visual Media Group<br />Extreme Example – Red House Furniture<br />
  3. 3. Branding Commercials<br />Branding<br />What is branding?<br />These types of commercials are aimed toward providing an image of a particular brand to an audience<br />They contain little by way of message and focus on evoking a certain or emotion towards a brand<br />Coke<br />iPod<br />The Happy Medium<br />Julian Acosta: 360 Electrical , UMLA<br />
  4. 4. Group Exercise: Find a commercial<br />I want you to spend a moment searching for a commercial on the internet<br />Decide whether the commercial is aimed more towards providing information, or branding the product. Then depending upon your answer think about 1 of these 2 questions.<br />If branding: What kind of feeling did the commercial give you about the product? Do you think the commercial was effective?<br />If informational: What kind of information was the commercial giving you about the product? How effective was it in its goal?<br />Share your commercial with the person next to you and be prepared to share with the class<br />
  5. 5. Parts of a Treatment<br />A treatment is what you present to a client to let them know what your vision of a particular commercial is. Richter in “The 30-second Storyteller” lists the different parts of a treatment<br />Title Page<br />Concept – How the commercial or the story will help or affect the brand<br />Story – A written description of the plot of the story<br />The Look – What you want the commercial to look like. Here you can place a few screenshots of different films or show video clips that would help the client visualize what the commercial will look like<br />The Sounds – Any music that you think would go along with the commercial<br />Casting – What should these characters be like. Evoke the name of specific actors and actresses to help the client understand your vision of the cast.<br />
  6. 6. Commercial Workflow<br />Commercial Director Cole Webley’s typical workflow<br />Boards from the Ad Agency<br />Conference call from the Agency – they pitch you the spot<br />Director writes the treatment and gives to agency<br />Another conference call<br />Recommend you as director to the client<br />Client picks you as the director and you pitch the commercial<br />
  7. 7. Case Study: Cole Webley<br />Cole’s Portfolio<br />Now we are going to take a slight detour and take a deeper look at his process<br />Take a look at Cole’s Treatments<br />How do these translate into the finished piece?<br />
  8. 8. Commercial Scripting<br />Scripts for commercials adhere to the two column format<br />The left column describes what the viewer will see at any given time.<br />Directors also may choose to include descriptions of actors or shots used<br />The right column describes what the audience will hear (music, SFX, dialogue, etc)<br />Script Example<br />
  9. 9. Using Celtx to write your commercial<br />In scriptwriting, formatting is essential!<br />If you haven’t done so, download Celtx at www.celtx.com<br />Open up a template AV script (Day at the Races) to get an idea of what a commercial script will look like when we are done<br />Tab through to get to the right layer<br />Scene Heading > Shot > Character > Dialog > Parenthetical <br />Practice on a commercial from Saint Cloud: <br />Drug Free America<br />
  10. 10. Group Project: Creating a Pitch<br />For our next project you will be working with a group to create a treatment/pitch for a commercial. Together you will develop an idea, write a script, and develop storyboards for your project.<br />When finished your group will do the following:<br />Pick a brand or product that you want to develop an idea for (could be a local or national brand)<br />Decide what aspect of that brand you want to develop or focus on:<br />How should the company be branded?<br />What themes or aspects of the company do you think you could bring forth?<br />Pick a few pieces of media that will act as an indicator for the look and feel of your project<br />Write a brief summary of the story that you will be telling in your commercial<br />Develop a storyboard for you commercial<br />Write an AV script for your commercial<br />
  11. 11. Work for this week<br />Writing Assignment: Using Celtx, you are going to translate a commercial that you find online into a printed document.<br />CLOSAT Journal<br />Discussion Post: Take a look at treatments for videos on keithschofield.com. Discuss one of the following:<br />What kind of information does Schofield include when he is pitching a music video? <br />What surprised you most about the information that he includes?<br />Compare the final video with the treatment.  How was the treatment translated?<br />

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