3. ARMAAC
2016
INTRO VT BRIEF
ARMA Annual Conference 2016 – Intro VT brief
The Intro VT sets the whole tone and delegate expectations for the Conference so it’s important we get this right. We are again looking for an animated VT (duration 1’
30” max) to introduce our flagship event.
This year's conference theme is ‘Raising Our Voice’ which reflects our ambitions to:
• Grow ARMA membership
• Our influence in the residential leasehold sector and
• Our involvement in shaping legislation.
It is a strategic imperative to grow our membership as the additional revenue stream will enable us to deliver more and improved added-value benefits for members.
This will also enable us to raise our influence in the residential leasehold sector at a time when the leasehold model of home ownership is under increasing pressure to reform in
favour of other forms of ownership e.g. commonhold. Pressure groups have been increasingly successful in influencing MPs and Parliament and existing and new trade associations
are making their voices heard.
ARMA is not seeking to protect leasehold, rather it and its members are in favour of reform. However, we are seeking an increased voice and profile in influencing the debate
inside and outside of Parliament.
Please refer to attached conference graphics which show a microphone radiating sound waves in front of a listening audience. The VT should reflect these elements.
Tone/Style
Up-tempo and vibrant and with the quick pace, along the lines of the 2015 ‘fireworks’ video rather than the 2014 ‘spacecraft’ video.
We would want a ‘Welcome to ARMA Annual Conference 2016’ and ‘Raising Our Voice’ message and feature our 20 sponsors’ logos at the start of the video. Contemporary music.
No V/O required.
Target audience
Our audience is 80-90% ARMA members and therefore property managing agents of residential leasehold blocks of flats. Flats range from small blocks and Victorian conversions
to multi-storey high-end developments. Members range from small family run firms to national companies that manage thousands of units. Approximately half of our members are
based in London & the southeast with the rest dotted around the rest of England & Wales.
Budget
As per 2015.
Timing
Viewing for first draft to be agreed. Completion in good time for Conference on Thursday 10th November.
01 D E S I G N B R I E F
4. ARMAAC
2016 KEY POINTS FROM BRIEF
“Raising Our Voice”
“Grow ARMA membership”
“Our involvement in shaping legislation”
“an increased voice and profile”
“microphone radiating sound waves in front of a listening audience”
“feature our 20 sponsors’ logos at the start of the video”
01 D E S I G N B R I E F
10. IMAGE01
EXTRUDING
BLOCKS
02 V I D E O S T O R Y B O A R D
The video begins with a collectionof ’white clay
rendered’ 3D cubes in varying sizes that extrude
upwards, reflectingboth the concept of a ‘growing’
ARMA membershipand the diversityof its members.
As they grow, the varied width/height of the cubes will
generate the appearance of an expanding 3D
cityscape.
12. 02 V I D E O S T O R Y B O A R D
IMAGE02
EXTRUDING
BLOCKS(WITH SPONSOR LOGOS)
As the camera tracks the extruding blocks skywards,
the twenty sponsor logos appear on the front side of
the extrusions.
13. 02 V I D E O S T O R Y B O A R D
IMAGE02
EXTRUDING
BLOCKS(WITH SPONSOR LOGOS)
14. 02 V I D E O S T O R Y B O A R D
IMAGE03
MAIN BLOCK
EMERGES
A larger block emerges in the background,
acceleratingskywards at a greater rate.The camera
focus is drawn away from the sponsor logos, as it races
to reach the summit of the cube.
15. 02 V I D E O S T O R Y B O A R D
IMAGE03
MAIN BLOCK
EMERGES
16. 02 V I D E O S T O R Y B O A R D
As the camera arrives at the uppermost point, we see an
aerial view of the block, revealingwhat appears to be
an empty 3D gridded landscape atop.
IMAGE04
TILED CUBE
FLOOR SCENE
17. 02 V I D E O S T O R Y B O A R D
IMAGE04
TILED CUBE
FLOOR SCENE
18. 02 V I D E O S T O R Y B O A R D
IMAGE05
ARMA
BUILDING
After aligning with the gridded floor, a solitarytower
becomes visible in the distance of an otherwise sparse
landscape.
Upon closer inspectionit becomes apparent that the
tower is a 3D representationof the ARMA ‘building
logo’
19. 02 V I D E O S T O R Y B O A R D
IMAGE05
ARMA
BUILDING
20. 02 V I D E O S T O R Y B O A R D
IMAGE06
MICROPHONE
EMERGES
From within the inside of the tower a retro
microphone emerges.
The camera zooms towards the microphone as it begins
emittingblue sound waves across the landscape.
21. 02 V I D E O S T O R Y B O A R D
IMAGE06
MICROPHONE
EMERGES
22. 02 V I D E O S T O R Y B O A R D
IMAGE07
SOUND WAVE
RIPPLE
The sound waves travel across the landscape,
displacing the cubes in the floor.
This event causes a chain reaction,spawning new
extrusions that grow from the ground at various points
across the scene.
23. 02 V I D E O S T O R Y B O A R D
IMAGE07
SOUND WAVE
RIPPLE
24. 02 V I D E O S T O R Y B O A R D
IMAGE08
BUILDING
FLY-THROUGH
The camera zooms through a central gap in the recently
formed cityscape,flying upwards as it reaches the
transmittingARMA building.
25. 02 V I D E O S T O R Y B O A R D
IMAGE08
BUILDING
FLY-THROUGH
26. 02 V I D E O S T O R Y B O A R D
IMAGE09
AUDIENCE
ELEVATED
From atop the cityscape,figures can be seen on top of
the 3D structures.
27. 02 V I D E O S T O R Y B O A R D
IMAGE09
AUDIENCE
ELEVATED
28. 02 V I D E O S T O R Y B O A R D
IMAGE10
AUDIENCE&
MICROPHONE
The camera settles on a view of the audience watching
the audio transmissionwith the ARMA building and
microphone now visible.
29. 02 V I D E O S T O R Y B O A R D
IMAGE10
AUDIENCE&
MICROPHONE
