High End Film Production
Creative Response
24/05/13
KPMG	
   have	
   reviewed	
   their	
   recruitment	
   strategy	
   to	
   be8er	
   address	
   the	
   challenges	
   ...
To	
  create	
  a	
  single	
  film	
  that	
  gives	
  an	
  overview	
  of	
  the	
  benefits	
  and	
  a8rac?ons	
  of	
 ...
When	
  faced	
  with	
  an	
  audience	
  as	
  broad	
  as	
  this,	
  with	
  a	
  strong	
  diversity	
  agenda,	
  on...
With	
   anima?on,	
   the	
   crea?ve	
   process	
   allows	
   for	
   a	
   great	
   deal	
   of	
   collabora?on	
  ...
We	
  will	
  take	
  as	
  inspira?on	
  for	
  our	
  visual	
  approach	
  three	
  things:
−	
   cu%ng	
  through	
  c...
We	
  will	
  then	
  use	
  a	
  simple	
  white	
  line	
  as	
  a	
  constant	
  thread	
  running	
  through	
  the	
 ...
The	
  tone	
  of	
  the	
  piece	
  is	
  key	
  to	
  engaging	
  all	
  the	
  different	
  audience	
  segments,	
  and...
This	
  crea?ve	
  approach	
  lends	
  itself	
  well	
  to	
  re-­‐versioning	
  or	
  adapta?on,	
  be	
  that	
  to	
 ...
Please	
  bear	
  in	
  mind	
  this	
  is	
  simply	
  an	
  example	
  of	
  how	
  voice	
  and	
  visuals	
  might	
  ...
Textured - Line Forms The KP of ‘KPMG’
Textured - Title Complete
ANIMATION STYLE REFERENCE
Scene: KPMG Opening Textured - ...
Visuals
…the	
  line	
   then	
   becomes	
   one	
   element	
   of	
   a	
   globe	
   being	
  
drawn	
  on,	
  which	
...
…one	
  of	
  which,	
  ‘technology	
  consultancy’	
  grows	
  in	
  rela=on	
  
to	
  the	
  others,	
  ge%ng	
  large	
...
Textured - Lined Trophy
Scene: Trophy Textured - Hollow Trophy
Untextured - Lined Trophy Untextured - Hollow Trophy
ANIMAT...
Visuals
We	
  see	
  our	
  white	
  line	
  split	
  and	
  mul=ply	
  into	
  a	
  number	
  of	
  
lines	
  that	
   in...
Textured - Line Begins To Wave
Textured - Lines Forms A Fibre Optic Cable
Scene: Technology Textured - Line Splits & Inter...
Visuals
We	
  see	
  a	
  fenced	
  off	
  area	
  with	
  a	
  figure	
  standing	
  in	
  the	
  
centre	
  of	
  it.	
  T...
Visuals
We	
  pull	
  back	
  from	
  this	
  and	
  these	
  transfer	
  into	
  the	
  seal	
  
on	
  a	
  cer=ficate	
  ...
Textured - Character Placement 1
Half Textured - Character Placement 2 Untextured - Character Placement 2
ANIMATION STYLE ...
Visuals
…we	
   then	
   see	
   the	
  figure	
   arrive	
  at	
   the	
  top,	
   alongside	
  
other	
  figures.	
  We	
 ...
Crea?ve	
  Approach	
  Two
For	
  our	
  alterna?ve	
  proposal	
  we	
  would	
  like	
  to	
  gently	
  ques?on	
  your	...
Our	
  younger	
  audiences	
  have	
  a	
  very	
  different	
  perspec?ve	
  of	
  the	
  working	
  world	
  to	
  those...
KPMG	
  wants	
  to	
  a8ract	
  strong	
  personali?es	
  who	
  feel	
  they	
  can	
  be	
  themselves,	
  therefore	
 ...
Example	
  Script
Close	
  up	
  on	
  a	
  ?cking	
  clock	
  -­‐	
  establishing	
  our	
  theme	
  of	
  ?me.	
  A	
  y...
The	
  music	
  swells	
  and	
  we	
  see	
  a	
  speedy	
  montage	
  of	
  Jess’	
  and	
  Dan’s	
  introduc?on	
  to	
...
A	
  montage	
  of	
  bu8ons	
  and	
  switches	
  being	
  turned	
  on	
  -­‐	
  drives	
  power	
  up,	
  machines	
  w...
For	
  the	
  Experienced	
  Hires,	
  a	
  different	
  tone	
  is	
  required.	
  One	
  that	
  speaks	
  to	
  them	
  ...
CONCEPT
Fade	
  Up	
  -­‐	
  A	
  neutral	
  modern	
  space,	
  possibly	
  KPMG	
  staff	
  cafe	
  Canary	
  Wharf	
  	
...
What’s	
  it	
  like	
  working	
  at	
  KPMG?
You	
  work	
  with	
  bright,	
  communica?ve...
Professional,	
  fun...
C...
And	
  finally	
  -­‐	
  What	
  the	
  best	
  bit	
  about	
  your	
  job?
I	
  like	
  it	
  because	
  every	
  day	
  ...
...................................................................................................
‘Wilder voted 3rd in 2...
...................................................................................................Clients
...................................................................................................Awards
2010
Bronze	
  -...
Upcoming SlideShare
Loading in …5
×

Kpmg rfp sch 2

663 views

Published on

Published in: Career, Business
  • Be the first to comment

  • Be the first to like this

Kpmg rfp sch 2

  1. 1. High End Film Production Creative Response 24/05/13
  2. 2. KPMG   have   reviewed   their   recruitment   strategy   to   be8er   address   the   challenges   brought   by   the   current   economic  climate.  They  are  looking  to  recruit  capable,  ambi?ous  people  at  different  stages  in  their  careers/ career   planning,   to   fill   posi?ons   across   the   diverse   range   of   professional   services   KPMG   offers.   This   is   a   par?cular  challenge  with  technology  consul?ng,  which  is  a  real  growth  area  for  the  company. To  this  end  KPMG  would  like  to  look  at  commissioning  a  film  that  can  sit  alongside  their  other  recruitment   ac?vity  to  communicate  the  benefits  and  standout  differences  of  a  career  in  technology  consul?ng  at  KPMG  to   the   en?re   range   of  suitable   poten?al   candidates.  This   means   an   audience   that   consists   of   school   leavers,   graduates  and  experienced  hires.  We  must  also  consider  the  secondary  audience  of  key  influencers,  which  for   school   leavers   is   their   parents  and  teachers,   and   for   students   means   both   careers   service   staff  and   KPMG   employees. Introduc?on
  3. 3. To  create  a  single  film  that  gives  an  overview  of  the  benefits  and  a8rac?ons  of  working  at  KPMG  that  appeals   to  all  poten?al  candidates,  whatever  stage  of  their  careers/educa?on  they  are  at.  One  that  reaches  a  diverse   audience  and  encourages  them  to  think  of  a  career  at  KPMG  regardless  of  gender,  ethnicity  or  background;   both  those  who  are  trying  to  choose  from  amongst  the  ‘big  4’  as  well  as  those  who  have  either  not  considered   a  career  in  this  field,  or  for  whom  it  is  only  one  op?on. So  how  do  we  engage  this  hugely  diverse  audience?  They  will  all  have  different  mo?va?ons,  different  barriers,   different  cultural  influences,  even  different  tastes  in  music  and  visual  entertainment.  How  do  we  make  the   prospect  of  working  for  KPMG  a8rac?ve  and  show  how  different  it  is  from  a  job  with  the  others  in  the  big  4?   Importantly  how  do  we  not  only  a8ract  the  right  candidates,  but  also  encourage  those  who  aren’t  suitable  to   self-­‐select  out? And   how  do  we  do  this  in   a  way   that  is  not  only  true  to  the  brand,   but  reinforces  it?  That   sits  well,  both   visually  and  tonally  with  KPMG’s  exis?ng  campaigning  and  digital  estate?  How  do  we  do  it  in  a  way  that  isn’t   self-­‐consciously  ‘cool’   or  alterna?ve,   but   that  is  instead   straighSorward,   that   tells  it  like  it  is?  We  need   an   approach  that  is  at  the  same  ?me  engaging,  crea?ve,  enjoyable  and  even  fun  in  a  way  that  not  only  tells  the   story  in  a  persuasive  way,  but  that  reflects  well  on  KPMG  by  associa?on. The  Challenge
  4. 4. When  faced  with  an  audience  as  broad  as  this,  with  a  strong  diversity  agenda,  one  prac?cal  approach  would   be  to  adopt  a  technique  where  we  essen?ally  avoid  seeing  real  people  altogether.  One  way  we  can  do  this  is   by  using  anima?on  which  has  a  number  of  other  very  real  benefits: −   It  appeals  to  a  wide  range  of  audiences  and  is  devoid  of  issues  of  representa?on. −   By  crea?ng  a  virtual  world,  we  can  have  complete  control  of  the  messages  and  also  include  a  broad  range   of  informa?on  without  struggling  to  contextualise  it  or  link  one  element  with  another. −   It  lets  us  bring  factual,  serious  informa?on  to  life  and  illustrate  abstract  concepts  by  using  memorable,   eye-­‐catching  and  engaging  visual  metaphors. −   It  enables  us  both  to  reinforce  the  brand  and  to  make  the  communica?on  fit  well  within  KPMG’s  digital   estate.   −   It   gives   a   real   opportunity   for   flexibility   and   adaptability   around   changing   needs   or   more   focussed   communica?on  –  cost  effec?vely  and  without  too  much  upheaval  (see  below). Crea?ve  Approach  One
  5. 5. With   anima?on,   the   crea?ve   process   allows   for   a   great   deal   of   collabora?on   between   produc?on  company  and  client.  Key  milestones  are  easily  factored  into  the  schedule,  allowing   input  from  all  stakeholders.  This  offers  the  opportunity  for  elements,  such  as  the  script  and  the   look   and   feel,   to   be   finessed,   finalised   and   then   signed   off   at   each   stage,   ensuring   that   messaging,  style  and  tone  are  exactly  right.  The  produc?on  process  is,  typically: 1.   agreement  of  concept 2.   ini?al  scrip?ng 3.   genera?on  of  visuals  –  key  frames  that  show  principals  of  design 4.   revised  scrip?ng  and  sign  off 5.   sample  anima?on  and  sign  off 6.   music  and  voice  selec?on 7.   complete  anima?on 8.   record  narra?on  and  sound  design 9.   final  anima?on  adjustment,  lay  back  soundtrack. 10.  delivery A  Collabora?ve  Process
  6. 6. We  will  take  as  inspira?on  for  our  visual  approach  three  things: −   cu%ng  through  complexity −   telling  it  like  it  is −   high  performance  people These  will  be  encapsulated  in  a  visual  style  that  also  serves  to  reinforce  KPMG’s  brand;  one  that  embodies  the  idea  of  a   simple  crea?ve  idea,  executed  really  well.  One  that  looks  technological,  professional,  clean,  analy?cal,  but  at  the  same  ?me   is  eye-­‐catching,  amusing,  quirky  and  imagina?ve  (though  not  childish);  one  that  is  not  however  overwrought  or  trying  to  be   too  ‘cool’.  This  approach  will  also  echo  the  sort  of  aesthe?c  and  tone  of  voice  used  in  the  communica?ons  of  those  tech   companies  who  are  key  sector  compe?tors  for  technology  consultancy  talent.   We  will  take  the  blue  of  the  KPMG  brand  and  logo  and  use  it  as  our  background,  the  colour  of  our  virtual  world.  It  won’t  be  a   flat  blue;  it  might  be  textured  to  give  it  more  depth,  but  also  elements  of  the  trapezium  mo?f  will  feature.  These  could  just   be   a  sta?c  element  of  the  background,   or  we  could   otherwise  use   them   as  part  of  the  anima?on   –   perhaps  deno?ng   a   change  of  scene,  or  even  as  part  of  transi?ons  between  them. Crea?ng  An  Engaging  Visual  Style
  7. 7. We  will  then  use  a  simple  white  line  as  a  constant  thread  running  through  the  film.  It  will  not  be  hand-­‐ drawn,  rather  it  will  be  precise  and   constant,  almost  like  that  of  a  technical  drawing,  but  soher,  more   human,  less  formal;  with  more  curves.  It  will  be  used  to  animate  elements  throughout  the  film  that  are   far  from  technical  or  boring;  it  will  be  used  to  ‘draw’  on  outlines  of  buildings,  people,  cars,  even  text  and   numerals.  Our  line  will  provide  a  constant  progression  from  scene  to  scene,  before  finally  ending  the  film   by  bringing  on  and  comple?ng  the  KPMG  logo. This  will  allow  us  to  use  any  imagery  we  like,  without  worrying  about  being  too  detailed  or  specific,  and,   importantly,   without  worrying  about  how  the  pictures  move  logically  from  one  scene  to  the  next.  This   will  let  us  bring  different  aspects  of  what  KPMG  offers  to  life  by  using  a  number  of  quirky  and  engaging   visual  metaphors  (see  rough  script  example  below).  It  will  also  allow  us  to  seamlessly  integrate  text  or   numbers  without  adop?ng  a  consciously  infographic  style.  This  is  not  aher  all  about  sta?s?cs,  or  words.   There  are  enough  of  those  available  on  the  website. The  result  will  be  a  contemporary,  crisp,  clean,  modern  (reflec?ng  KPMG’s  technology  consultancy  work).   It  will  be  grown  up,  but  human;  smart  and  stylish;  approachable  and  engaging.
  8. 8. The  tone  of  the  piece  is  key  to  engaging  all  the  different  audience  segments,  and  to  represen?ng  KPMG   in  the  right  way.  It  will  act  as  counterpoint  to  the  pictures;  an  essen?al,  integral  element.   We  will  use  the  idea  of  telling  it  like  it  is  as  our  inspira?on,  by  telling  the  story  in  a  way  that  is  ma8er  of   fact   and   clear   (and   in   the  process   embodies  the   idea   of  clear   direc=on   from   a   worldly  expert  with  a   personal  touch  and  a  point  of  view).  One  that  uses  unassailable  logic  -­‐  why  wouldn’t  you  consider  KPMG   when  it  offers  all  this?   This   will   define   the   tone   of  the   narra?on   and   be   fundamental   to   the   en?re   narra?ve   structure   and   language  used  in  the  script.  In  an  en?rely  relaxed,  concise,  informal  way  it  will  lay  KPMG’s  cards  on  the   table  –  here  are  the  facts,  the  decision  is  yours.  It  will  be  the  equivalent  of  hearing  all  about  KPMG  from  a   friend  who  works  for  the  company  already. Our  narra?on  will  not  be  voice-­‐over  in  the  sense  of  a  straight  corporate  narra?on.  Rather  we  will  look  to   find  a  voice,  perhaps  one  that  is  well  known,  that  can  add  a  real  sense  of  depth  and  personality  to  the   piece.  Tonally   it   will   be   approachable  and  perhaps  a  li8le  wry;  neither   pompous  nor   taking  itself  too   seriously.   With  a  minimalist  visual  style  such  as  this,  this  will  really  lih  the  level  of  emo?onal  engagement,  as  will   the  use  of  a  dynamic,  but  interes?ng  music  track.  One  that  uses  real  instrumenta?on  and  again  is  far   from  corporate  in  style.  In  a  very  real  sense  the  narra?on,  combined  with  the  music  and  sound  design,   will  be  the  human  face,  the  character  of  the  piece,  helping  to  make  it  richer  and  more  polished. The  Importance  Of  The  Right  Tone  Of  Voice
  9. 9. This  crea?ve  approach  lends  itself  well  to  re-­‐versioning  or  adapta?on,  be  that  to  make  it  more  targeted  at  individual   audiences  or  other  individual  areas  of  the  business,  or  just  to  update  or  translate  into  other  languages:   1.  It  will   be  rela?vely   straighSorward   to  tweak  the   script   and   either   add,   subtract   or   change  individual  visual   elements   without   having   to   radically   rethink   the   film,   and   so   make   it   suitable   for   other   areas   of   KPMG’s   business  beyond  technology  consultancy. 2.  It  will  also  be  possible  to  target  each  individual   audience  segment  by  making  specific  soundtracks  aimed  at   each.  This  could  not  only   include  tweaks  to  the  script  and/or  visuals,   but  could  also  include  choice  of  voice   talent  and  music,  which  would  enable  us  to  change  the  tone  of  the  whole  piece,  whilst  maintaining  a  single,   on-­‐brand  visual  iden?ty. 3.  We  could  also  take  this  even  further  and  create  different  films  in   the  same  style  against  backgrounds  drawn   from  others  in  the  corporate  palate,  should  we  want  to  create  a  dis?nct  visual  differen?a?on. The  real  advantage  is  that  this  is  all  work  that  can  be  done  further  down  the  line,  should  KPMG  wish   it,  without   having  to  factor  it  in  up  front Adding  Value  By  Providing  A  Degree  Of  Flexibility
  10. 10. Please  bear  in  mind  this  is  simply  an  example  of  how  voice  and  visuals  might  work  together.  We  would  of   course  work  closely  with  you  to  refine  the  messaging  as  well  as  the  tone,  not  to  say  the  visual  treatment   –  essen?ally  star?ng  again  from  scratch  should  it  be  needed. Visuals We  open   on   a  plain   blue  background,   perhaps  with   the   trapezoid   mo=f   from   KPMG’s   brand.   A   white   line   animates  onto  the  screen… …   it   brings   on   firstly  a  giant   K.  In   quick   succession   a   P,   then  an  M,  then  a  G  are  added They  disappear,  to  be  replaced  by  a  ques=on  mark. We   pull   back   from   the   ques=on   mark   as   it   transforms   into  one  number  on  what  appears  to  be  a  page  of  double   entry   book   keeping.  As   a   line   is   drawn   along   with   the   totals   beneath   this   disappears   off   screen   to   the   right   again)… Audio Music   –   something   quirky,   interes=ng   and   engaging.   Four  simple  le8ers.  You  probably  know  them.   What  do  they  mean  to  you? Well,   you   probably   know   that   we   are   good   with   numbers. Example  Script
  11. 11. Textured - Line Forms The KP of ‘KPMG’ Textured - Title Complete ANIMATION STYLE REFERENCE Scene: KPMG Opening Textured - Line Forms The MG of ‘KPMG’ Untextured - Title Complete
  12. 12. Visuals …the  line   then   becomes   one   element   of   a   globe   being   drawn  on,  which  begins  to  spin  showing  a  myriad  of  liQle   dots  where  the  regional  offices  are.  The  globe  finishes  on   the  UK  and  we  move  in  closer… …as  we  do  the  perspec=ve  changes  to  a  flat  plane.  Onto   it   is   drawn   the   outline   of   a   cityscape.   As   this   finishes   drawing   across   the   screen   the   middle   four   skyscrapers   grow  much  larger. One  of  these  is   filled   in   with  solid   white,  except   for   the   outline  of  the  leQers  KPMG.  Somehow  it  also  looks  a  bit   different  –  somehow  beQer. The  skyline  then  changes  into  the  word  ‘Audit’.  We  move   back  from  it  so  that  it  sits  much  smaller  in  the  middle  of   the   screen.   Rapidly   all   sorts   of   other   services   appear   around  it,  filling  up  the  screen… Audio You  might  even  know  that  we’re  everywhere,   from  Afghanistan  to  Zimbabwe  –   in  fact  in  151  countries  in  all And  that  we  are  one  of  ‘the  big  4’ But  what  makes  us  different  from  the  other  3? Well,   did   you   also  know  that   we  don’t   just  do  audit   (though   we  do  that   really  well).  We  actually  provide   all  sorts  of  professional  services…
  13. 13. …one  of  which,  ‘technology  consultancy’  grows  in  rela=on   to  the  others,  ge%ng  large  on  screen.   We  pull  back  to  see  that  this  the  words  are  on  the  page  of   an  open  newspaper.  It  closes,  revealing  on  the  cover  ‘The   Sunday   Times’   masthead.   Below   this   is   wriQen,   like   a   headline:  ‘TOP  100  COMPANIES  TO  WORK  FOR’ The   newspaper   then   transforms   into   a   trophy.   On   it   is   wriQen  ‘Global  Firm  of  the  Year’  and  ‘Bri=sh  Accountancy   Awards   2011’.  As   it   finishes,   it  moves  over   and   another   one  appears  alongside  it  –  this  ?me  marked  ‘2012’. Audio …including   technology   consultancy,   which   is   where   we   are  really  growing  at  the  moment. And  did   you  know  that  we  are  consistently  voted  one  of   the  best  places  to  work…   And   that   we’ve   won   awards   for   being   good…two   years   running  now… Visuals
  14. 14. Textured - Lined Trophy Scene: Trophy Textured - Hollow Trophy Untextured - Lined Trophy Untextured - Hollow Trophy ANIMATION STYLE REFERENCE
  15. 15. Visuals We  see  our  white  line  split  and  mul=ply  into  a  number  of   lines  that   intertwine  and  we  see  points  of  data   moving   along   it.   This   then   brings   on   a   series   of   figures   in   succession.   Each   looks   slightly   different   and   is   labeled   with   a   different   job   area:   business   technology,   informa=on  technology,  technology  risk  consultancy  etc. We  pull  out  again  to  see  the  outline  of  a  male  and  female   in  gowns  and  mortar  boards… These   change   into   slightly   shorter   figures   in   school   uniforms  with  school  bags… These  then  grow  again  into  full  grown  adults,  then  more   appear   on   the   screen   with   briefcases,   laptops,   construc=on  helmets,  lab  coats  etc The  line  then  turns  into  a  range  of  different  things  all   in  succession  -­‐  a  car,  a  television,  a  boQle  of  pills,  a  train   etc Audio We  need  all  sorts  of  people,  to  work  in  all  sorts  of   areas…including   some  pre8y   specialised   ones  in   our  consultancy  func?on. We  recruit  graduates,  but  that’s  not  all. If  you  are  just  leaving  school,  we  can  give  you  a  debt  free   university  with  a  job  guaranteed  at  the  end  of  it And  if  you  have  already  worked  to  achieve  a  lot  in   your  own  sector,  you  can  bring  that  knowledge  to   us… …because,  as  our  clients  come  from  a  huge  range  of  different   industries   your   knowledge   can   provide   our   clients   with   advice  that’s  just  right  for  them. And  also  that  we  do  have  opportuni=es  for  you,  if  you  are   the  right  person,  either  right  now  or  in  the  future.
  16. 16. Textured - Line Begins To Wave Textured - Lines Forms A Fibre Optic Cable Scene: Technology Textured - Line Splits & Intertwines Textured - Light Passes Simulating Data Transfer ANIMATION STYLE REFERENCE
  17. 17. Visuals We  see  a  fenced  off  area  with  a  figure  standing  in  the   centre  of  it.  The  word  expert  draws  on  with  an  arrow   poin=ng  at  them. We  cut  to  a  close  up  of  the  same  figure.  The  outline  of   a  telescope  is  drawn  on,  held  to  their  eye.  We  pull  out   again  to  see  a  thought  bubble  with  a  globe  in  it. We  see  a   toothpaste  tube  being  rolled   up  =ll  the  very   last  bit  emerges… We   see   a   large  ‘complexity’.   A   knife  is   drawn   on   and   saws  the  word  in  half. An   office  building   draws  on.  When  it  finishes  we  move   around  it  to  reveal  it  is  a  big  =ck This  moves  to  one  side  and  a  bag  with  a  pound  sign  on  it   is  drawn  on  next  to  it Just  ask  yourself  this… …are  you,  or  do  you  want  to  be,  an  expert  in  your  field?   Do   you   spend   your   life   looking   forward,   thinking   globally? Do  you  like  to  get  the  most  out  of  everything  you  do?   Do  you  like  cupng  through  complexity? If  you  want  to  work  for  a  big  company,  and  you   think   you   are   good   enough,   there   is   no   be8er   place   to  work,   nowhere  where   you’ll   get   more   opportuni?es. The  financial  rewards  are  great. Audio
  18. 18. Visuals We  pull  back  from  this  and  these  transfer  into  the  seal   on  a  cer=ficate  to  represent  professional  qualifica=ons We  then  see  drawn  on  a  building  with  the  word  ‘bank’,   next   to   it   another   with   ‘KPMG’.  The   bank   cracks   and   falls  in  half. The  KPMG  building  grows  larger  in  screen Two  figures  draw  on,  one  male,  one  female... …then   we  pull  back  to  see  the  figure  on  the  side  of  a   mountain,  climbing… And  we  will  help  you  hone  your  skills. And,  let’s  face  it  we  are  a  good  deal  safer  bet   than  banking. Whoever   you   are,   wherever   you   come   from,   whatever  stage  you  are  at  with  your  career. But  not  only  that,  it  really  is  a  great  place  to  work. As   long   as   you   are  up  to  the  challenge,  and  not  afraid  to   work  to  get  where  you  need  to  be. Audio
  19. 19. Textured - Character Placement 1 Half Textured - Character Placement 2 Untextured - Character Placement 2 ANIMATION STYLE REFERENCE Scene: Mountain Base Textured - Character Placement 2
  20. 20. Visuals …we   then   see   the  figure   arrive  at   the  top,   alongside   other  figures.  We  see  a  flag  planted  on  the  summit… …We  cut  to  a  close  up  of  the  flag  to  reveal  a  big  no.1  on   it  (the  horizon  behind  it). The  horizon  then  extends  into  a  white  line  which  turns   and  then   animates  on  through  the  KPMG   of  the  logo   before   finishing   off   the   thin   white   line   boxes   that   complete  the  logo. Audio You  can  share  in  our  success. Don’t  just  be  part  of  the  big  4.  As  a  place  to  work   KMPG  really  is  number  1.  Music  ends END
  21. 21. Crea?ve  Approach  Two For  our  alterna?ve  proposal  we  would  like  to  gently  ques?on  your  brief  and  specifically  the  requirement   for  for  one  single  crea?ve  approach.  You  have  clearly  defined  your  three  key  audiences  and  we  would   recommend  that  a  more    targeted  approach,  focussing  one  film  on  the  younger  audience  of  School   Leavers  and  Graduates,  and  another  on  the  Experienced  Hires  will  achieve  a  more  effec?ve  outcome. SCHOOL  LEAVERS  &  GRADUATES Aims  /  Objec?ves There  are  addi?onal  requirements  within  the  target  audiences: •   To  a8ract  more  female  applicants. •   To  a8ract  candidates  from  a  broader  social  profile.  (state  school  applicants) •   The  primary  target  –  20-­‐23  year  olds. •   Enforce  and  maintain  student  thoughts  towards  KPMG  being  ‘pres?gious’,  ‘excellent   reputa?on’,  ‘excellent  graduate  programme’  and  ‘great  career  prospects’.  And  generate  a   ‘viral’  effect  on  campus  by  word  of  mouth. •   Convince  School  leavers  /  graduates  that  KPMG  is  one  of  the  best  employers,  offering   opportuni?es,  learning  and  s?mula?ng  challenges  in  an  intellectually  fer?le  environment.
  22. 22. Our  younger  audiences  have  a  very  different  perspec?ve  of  the  working  world  to  those  within  it,   and  a  big  part  of  appealing  to  them  will  be  to  clear  confusion,  apprehension,  and  align  KPMG  with   their  ambi?ons. It  is  therefore  helpful  to  get  into  the  heads  of  Graduates  and  School  Leavers:  how  do  they  think? •   Young,  ambi?ous,  compe??ve,  ins?tu?onal  mindset. •   Keen  to  be  an  individual,  to  have  purpose  and  to  succeed. •   Li8le  experience  and  understanding  of  the  reali?es  of  the  workplace  and  working  life. •   Some  team  skills  exis?ng,  but  more  to  develop  professionally  and  in  terms  of   management. •   At  ?me  of  viewing,  they  are  pressured,  but  hungry  for  results  /  a  path  /  a  door. •   They  are  excited  about  their  own  poten?al,  but  also  believe  it’s  more  difficult  than  ever  to   find  work. •   A  desire  to  travel,  explore,  discover  and  excel. •   Idealism,  ambi?on,  dream  of  star?ng  a  business:  KPMG  as  a  gateway  to  a  successful   business  career  /  applicable  skills. Ra?onale
  23. 23. KPMG  wants  to  a8ract  strong  personali?es  who  feel  they  can  be  themselves,  therefore  our  film  needs  to   set  a  welcoming  tone  of  acceptability,  informality,  and  a  desire  to  find  out  who  they  are,  as  they  find  out   who  KPMG  are.  To  do  this  we  must  appear  to  be  welcoming,  honest,  relaxed  and  keen  to  meet  them. Tone Again  the  tone  of  the  film  is  key.  KPMG  must  shake  off  the  ‘bigness’  of  being  one  of  the  Big  4,  whilst  s?ll   maintaining  its  credibility,  and  find  a  tone  where  the  messaging  feels  more  like  a  dialogue  than  a  formal,   top-­‐down  invita?on.  The  film  must  come  across  as  smart,  thoughSul  and  not  trying  too  hard. Empower  the  applicants. Applicants  may  not  be  fully  aware  of  what  how  valuable  their  skills  already  are.  We  must  make  them  feel   empowered  by  the  path  they  have  already  started  to  follow,  and  show  them  its  poten?al  for  the  future.   KPMG  is  not  going  to  scru?nise  the  gaps  in  the  applicant’s  knowledge,  rather  search  for  where  their   strengths  and  passions  are.   Put  a  face  to  the  name. Young  people  want  to  know  what  kind  of  life  KPMG  will  bring  them.  Will  they  change  as  people?  Will  it  be   in  a  way  they  will  be  proud  of?  Key  to  inspiring  applicants  will  be  to  show  them  role  models  –  stories  from   exis?ng  KPMG  staff  that  prove  them  to  be  enlightened,  fulfilled,  driven  and  impressive  characters  across  a   diverse  range  of  disciplines  and  loca?ons.  Viewers  should  feel  that  KPMG  brings  them  the  opportunity  for   impressive  development;  in  character,  in  skills  and  in  business. Be  Yourself
  24. 24. Example  Script Close  up  on  a  ?cking  clock  -­‐  establishing  our  theme  of  ?me.  A  young,  but  confident  girl’s  voice  speaks   clearly  in  our  ear:  JESS.  Similarly,  a  male  voice,  DAN  also  speaks  to  us,  saying  every  other  phrase. Upbeat,  posi?ve  music  develops  -­‐  piano  and  percussion,  soulful  and  expressive.  The  clock’s  second  hand   ?cks  towards  6pm,  with  every  ?ck  we  see  carefully  choreographed  shots  of  what  Jess  and  Dan  alterna?vely   say... Good...  bye...  clock.  Bye  lecture  hall.  Bye  bell.  Bye  uniform.  Bye  6metable  .  Bye  gym.  Bye   lockers.  Bye  bus.  Bye  Uni.  Bye  school. Jess  runs  out  onto  the  top  of  Parliament  Hill  and  surveys  the  city  of  London.  Dan  stops  on  a  bridge  and   surveys  the  river. Hello  world. Both  the  school  leaver  &  graduate  audiences  are  hard  to  reach  and  we  must  keep  our  messaging  swih,  slick   and  to  the  point.  If  we  were  to  dis?ll  our  message  down  to  one  sentence  it  would  be  this: KPMG  has  a  fascina=ng  path  for  you  to  follow  in  Business  Technology  consul=ng  careers. In  its  style,  delivery  and  tone,  it  must  be  eye  catching,  brave,  stylised  and  different.  It  should  wear  its   individuality  in  the  same  way  we  want  our  applicants  to.
  25. 25. The  music  swells  and  we  see  a  speedy  montage  of  Jess’  and  Dan’s  introduc?on  to  working  life.  From  the   small  moments  of  ac?on  we  see,  they  are  dedicated,  posi?ve,  hard  working,  learning  fast  and  making   friends.  It’s  not  easy,  but  the  rewards  are  evident  in  the  challenges  they  overcome. Hi  CV.  Hi  interview.   Jess  shakes  her  interviewer’s  hand  and  says,  ‘Hi  Mark.’  Mark  asks  her  to  take  a  seat,  ‘So  why  are  you   interested  in  KPMG’s  School  Leaver  Programme?’ Hi  day  1.  ‘Hi  everybody’.  Hi  work.  Hi  paycheque.  Hi  long  day.  Hi  Friday!  Hi  weekend.  Hi   Monday.  Hi  deadline.  Hi  skills.  Hi  confidence.  Hi  job.  Hi  team.  Hi  strategy.  Hi  qualifica6ons.   Hello  choices! Another  musical  break,  and  we  see  Jess  is  now  well  on  her  way  at  KPMG.  She  seems  confident,  assured,  on   it,  responsible  and  liked  in  the  company.  We’re  impressed.  Dan  also  seems  to  be  taking  more  of  a   responsible  role  in  his  work,  holding  mee?ngs  and  managing  small  teams  as  well  as  talking  with  clients.   We  see  them  in  a  number  of  technology  contexts  -­‐  server  rooms,  opera?on  rooms,  control  desks  etc...   Hello  technology.  Hello  cuIng  edge.  Hello  structuring.  Hello  maximising.  Hello  streamlining.   Hello  ideas.  Hello  break  throughs.  Hello  new.  Hello  different.  Hello  Singapore.  Hello  Russia.   Hello  Costa  Rica.  Hello  experience.  Hello  success.  Hello  promo6on.  Hello  office.  
  26. 26. A  montage  of  bu8ons  and  switches  being  turned  on  -­‐  drives  power  up,  machines  whirr  into  ac?on,   crea?ng  an  orchestral-­‐like  swell  of  noise.  Suddenly  all  is  quiet.  Jess  switches  on  her  printer  in  her  office,   before  welcoming  a  new  young  applicant,                      Hello  Rachel,  I’m  Jess.  Take  a  seat... Dan  walks  past  her  door  -­‐  for  the  first  ?me  we  see  they  work  in  the  same  place.                    Hi,  Dan                    Hi,  Jess. Jess  turns  back  to  her  applicant.                      So  why  are  you  interested  in  Business  Technology  at  KPMG? A  last  musical  phrase  rounds  off  the  film  and  we  fade  to  black  for... CAPTION:  Switch  on  your  poten?al  with  Technology  Consul?ng  Careers  at  KPMG.   KPMG.  Live.  Learn.  Earn. END
  27. 27. For  the  Experienced  Hires,  a  different  tone  is  required.  One  that  speaks  to  them  in  a  peer-­‐to-­‐peer  tone,  that  doesn’t   oversell  and  imparts  in  a  confident,  calm  way  some  of  the  key  opportuni?es  KPMG  offers  them.  For  this  audience  it  is   the  culture  of  working  for  KPMG  that  is  our  primary  selling  point. This  approach  targets  people  already  accustomed  to  working  with  KPMG,  and  indeed  the  compe??on.  It  aims  to  remind   them  of  the  different  culture  they  can  expect  to  experience  at  KPMG  and  how  business  and  technology  consulta?on  is  a   growing  area  with  great  opportuni?es  at  KPMG. Tes?monial  is  the  most  powerful  tool  for  this  audience,  as  they  will  respond  most  to  peers  and  colleagues  who  can   speak  from  personal  experience.  We  would  aim  to  source  these  interviewees  from  your  real  experienced  hire  staff.  An   example  of  the  sort  of  diversity  we’re  looking  for  is  below.   JANE     A  bubbly,  fun  sporty  girl  in  her  30’s. THOMAS                    A  friendly,  dry  humoured  man  in  his  20’s CHUI-­‐YEE                    A  smart,  well  presented  and  ar?culate  woman  in  her  30’s MARCUS                    An  experienced,  wise  50  year  old. LUCY     A  new  hire  -­‐  just  a  month  into  her  first  role  at  KPMG. EXPERIENCED  HIRES  
  28. 28. CONCEPT Fade  Up  -­‐  A  neutral  modern  space,  possibly  KPMG  staff  cafe  Canary  Wharf    -­‐  in?mate  soh  light,  a  neutral  but   pleasant  background. The  5  interviewees  introduce  themselves  to  camera  in  a  relaxed  and  friendly  way,  as  if  they  were  at  a  drinks   party.  We  intercut  between  them  as  they  answer  the  ques?on. Tell  us  about  your  current  role? I  safeguard  my  clients  data  while  they  make  some  big  changes  to  their  infrastructure,  so  it’s  a  lot  of   responsibility,  but  we  go  carefully,  we  triple  check,  and  we  communicate... I’m  working  with  a  new  client  to  build  a  robust  and  secure  data  management  system.  They’re  bringing   in  some  emerging  technologies  so  it’s  fresh  and  exci?ng  for  all  of  us. This  is  my  first  hire  at  KPMG,  and  I’m  building  financial  models  for  a  number  of  clients  worldwide  -­‐   so  it’s  keeping  me  busy,  definitely! I’m  a  consultant,  I’m  from  a  technology  background  myself,  but  I’m  currently  in  a  short  term   posi?on  in  Hong  Kong  implemen?ng  an  upgrade  to  a  previous  system. They  are  then  asked  -­‐  why  KPMG? It’s  a  global  company,  so  they  offered  global  opportuni?es. They  look  aher  you.  If  you  want  a  change,  or  you  want  to  develop  something  in  par?cular  they   listen.  It  really  feels  like  you  work  together. They  are  one  of  the  Big  4,  but  KPMG  is  totally  different  -­‐  their  aptude,  their  style...  the  culture  here   is  different. They’ve  taken  me  round  the  world  -­‐  I’ve  seen  so  many  places  through  my  work  with  KPMG.
  29. 29. What’s  it  like  working  at  KPMG? You  work  with  bright,  communica?ve... Professional,  fun... Considerate  people... In  Technology  you  are  also  working  across  all  sorts  of  departments  within  KPMG,  and   the  synergy  and  team  spirit  here  makes  that  challenge  exci?ng. The  learning  curve  is  steep,  but  enjoyable.  No  job  is  the  same.  You  can  be  working   with  a  worldwide  organisa?on  one  day  completely  re-­‐designing  their  system,  and  the   next  day  analysing  risk  for  a  SME. What  does  it  take? I’d  say  to  work  well  here  you  have  to  be  a  team  player. You  have  to  have  an  opinion,  be  able  to  make  decisions... You  need  to  be  curious,  inquisi?ve... Fun!  Have  a  sense  of  humour!  Understand  it’s  not  all  work! Strategise.... Love  problems.  Love  challenges,  be  keen  to  solve  them  in  your  own  way.
  30. 30. And  finally  -­‐  What  the  best  bit  about  your  job? I  like  it  because  every  day  is  different. It’s  like  a  huge  strategy  game  -­‐  =ming,  agility,  preparedness  all  feed  into  it  and  it  always   surprises  you. Technology  moves  fast,  and  you  have  to  keep  up  with  it.  It’s  great  being  at  the  front  of  that   race. I  like  seeing  clients  realising  just  how  much  more  efficient  their  business  will  be  with  our   solu=ons.  There  is  a  =me  saving,  and  energy  saving  or  a  personnel  saving  that  we  can   produce  that  gives  them  drama=c  results. It’s  challenging... It’s  a  great  atmosphere. It’s  KPMG... END
  31. 31. ................................................................................................... ‘Wilder voted 3rd in 2013 Televisual Top 50 Corporate Survey.’ Wilder are consistently rated highly in surveys of the best production companies as voted both by independent judges and our peers. The reasons quoted include Wilder’s ‘integrity and creativity’, ‘consistently high production values’ and ‘good reputation’. TELEVISUAL MAGAZINE March 2013 Testimonials from Clients and Peers “Hi, Everybody happy with the new film. The boss loves it! Another masterpiece from Wilder! Thanks to all.” Alexis Coles, Director of Communications - Thomas Cook “A massive thank you to you and your team. Your thinking, insight and as ever your inspired filmmaking made a telling difference” David Magliano, MBE, Director of Marketing - London 2012 “Generating huge buzz – people found it ‘inspiring’ and ‘powerful’ – and it’s been used more broadly than we imagined. From opening Global Client Partner conferences in London and closing townhall meetings in Rio, to dominating an Istanbul trade event and attracting raw talent in Warsaw. It differentiated KPMG and transcended borders.” Joe Waterman, Head of Global People, Marketing & Communication - KPMG ‘I am a great admirer of Wilder’s work - everyone has tried to copy the London 2012 Technical Film it seems. The rugby films you made for the IRB were excellent.’ Terrence Burns, President - Helios Partners ‘Thank you Richard, you and your Team have delivered two great films and contributed to our success. We look forward to working with you in the near future’ Angeline Tan, Communications/PR Manager - Singapore 2010 ‘You and your team played an important part in an historic moment for Rugby and we enjoyed working with you all. Please pass on my thanks to all’. Mike Miller, Secretary General - International Rugby Board
  32. 32. ...................................................................................................Clients
  33. 33. ...................................................................................................Awards 2010 Bronze  -­‐  Best  Direction,  New  York  Festivals The  Football  League  ‘Enjoy  the  Match  2’ Bronze  -­‐  Best  Public  Relations  Films,  IVCA  Awards The  Football  League  ‘Enjoy  the  Match  2’ Highly  Commended  -­‐  Best  Motivational  Training  Film   IVCA  Awards,  The  Football  League  ‘Enjoy  the  Match  2’ Highly  Commended  -­‐  Best  Motivational  Training  Film   IVCA  Awards,  DCSF/COI  ‘Wayne’s  Story’ Highly  Commended  -­‐  Best  Motivational  Training  Film   IVCA  Awards,  DCSF/COI  ‘Wayne’s  Story’ 2009 Grand  Prix  Winner  -­‐  IVCA  Awards The  Football  League  ‘Enjoy  the  Match' Gold  -­‐  Industry  Award  For  Effective  Communication,   IVCA  Awards The  Football  League  ‘Enjoy  the  Match' Grand  Award  -­‐  New  York  Festivals Ripple Silver  -­‐  Best  Public  Relation  Film,  IVCA  Awards The  Football  League  ‘Enjoy  the  Match' Silver  -­‐  Best  Editing,  IVCA  Awards Exchange  Supplies  'Recovery  Position' Silver  -­‐  Best  Health  &  Safety  Film,  IVCA  Awards Exchange  Supplies  'Recovery  Position' Silver  -­‐  Best  Public  Relations  Film,  New  York  Festivals IRB  'Reaching  Out' Silver  -­‐  Best  Editing,  New  York  Festivals ECB  'One  Game' Best  Short  Film  -­‐Mexico  Int’l  Film  Festival Ripple   Audience  Award  -­‐  8th  Silhouette  Film  Festival Ripple Best  Narrative  Short  Film  -­‐  Calgary  Film  Festival Ripple   2008 Best  Comedy  -­‐  LA  Shorts  Fest Ripple 2nd  Prize  -­‐  TCM  Classic  Shorts  Film  Competition Ripple Audience  Award  -­‐  Leuven  Int’l  Film  Festival Ripple Silver  -­‐  Best  Editing,  IVCA  Awards ECB  'One  Game' Bronze  -­‐  Best  Recruitment  Film,  IVCA  Awards British  Gas  'A  to  Z' 2007 Silver  -­‐  Best  Performance,  New  York  Festivals   Thomas  Cook  'Proud' Bronze  -­‐  Best  Motivational  Film,  New  York  Festivals   Thomas  Cook  'Spirit' Bronze  -­‐  Best  Public  Relations  Film,  New  York   Festivals Ericsson  'Unsung  Heroes' 2006 Gold  -­‐  Best  Motivational  Training  Film,  IVCA  Awards Thomas  Cook  'Proud' 2012 Gold  -­‐  Best  Recruitment  &  Induction,  IVCA  Awards Poolia  'Wasting  Your  Talent?' Gold  -­‐  Best  Use  Of  Music,  IVCA  Awards Premier  League  'Get  On  With  The  Game' Silver  -­‐  Animation,  Graphics  &  Special  Effects,  IVCA  Awards Saudi  Aramco  'Energy  To  The  World' Silver  -­‐  Best  Editing,  IVCA  Awards Premier  League  'Get  On  With  The  Game' Bronze  -­‐  Best  Direction,  IVCA  Awards William  Joseph  'Waiting  For  Conkers' Bronze  -­‐  Best  Photography,  IVCA  Awards Saudi  Aramco  'Energy  To  The  World' 2011 Gold  -­‐  Business  Theater,  The  New  York  Festivals UAE  EXPO  'Dream  Journey' Gold  -­‐  Public  Relations,  The  New  York  Festivals UAE  EXPO  'Dream  Journey' Gold  -­‐  Best  Recruitment  Films,  IVCA  Awards Poolia  'Wasting  Your  Talent?' Bronze  -­‐  Best  Direction,  IVCA  Awards Poolia  'Wasting  Your  Talent?' Best  Film  -­‐  The  48  Hour  Film  Project 'Sexy  Tuesdays' The  Audience  Award  -­‐  The  48  Hour  Film  Project 'Sexy  Tuesdays'

×