ChopShop Heartstone

2. BLIZZARD ENTERTAINMENT
HEARTHSTONE WORLD CHAMP PROMO SERIES
CONCEPTS –V1
PREPARED FOR BLIZZARD ENTERTAINMENT
BY CHOPSHOP
07/14/15

3. -ASSIGNMENT RE-CAP
-CONCEPT 1. BEHIND THE BATTLETAG
-CONCEPT 2. THE PATH OF A CHAMPION
-CONCEPT 3. FIRESIDE WITH MAGNI BRONZEBEARD
-ROUGH NUMBERS
-GRATITUDES
CONTENTS:

4. RE-CAP:
Let’s create a beautifully executed video series that
allies with, and enhances the look, feel, and vibe, of
Blizzard Entertainment’s established Hearthstone
universe. The series will help lead us up to the 2015
Hearthstone World Championship, and will focus on
telling the stories of several iconic competitive players
and personalities on the road to the World
Championship.

5. CONCEPT 1:

6. CONCEPT:
There are millions of people from all walks of life that
play Hearthstone every day. Each of these players
has a story. Some are kids just trying to make it
through high school. Some are young parents with
supportive spouses. Some have day jobs that tend to
distract them from their true love, the game. But one
thing is for certain, behind the Battletags are living,
breathing human beings just like you and I; each one
a hopeful champion of the 2015 Hearthstone
Championship. As the days count down we’ll dive
deep into the unique lives and interesting stories of a
handful of the players and personalities, getting to
the heart of who they are outside of the game, and
what makes up the individuals “Behind the
Battletags.”

7. HOOK:
Each video will begin with a player introduction;
An example is;
Behind the Battletag:
FlowrStompr
Because any Hearthstone player with the right
amount of time, dedication, and points, can
potentially make it to the Hearthstone World
Championship, this series will not focus solely on the
stories of the Hearthstone “rockstars.” They will also
pull out and share the unique, personal and inspiring
stories of every day participants. “Behind the
Battletag” is a heartfelt collection of personal stories
with adversity, challenges, and triumph, that will give
the players a genuine face and humanity that we
don’t often get to see, and give fans an authentic
reason to root for them as they compete.

8. APPROACH:
“Behind the Battletag” will be presented with a documentary
style feel, taking the players outside of the game with the
story being told entirely in their own voice. As each video
progresses the viewer will get to know the players and their
stories. We’ll learn more about them, their challenges, and
their triumphs outside of Hearthstone. The camera will
capture moments of emotion, and elements of their
environment and world that might otherwise slip by fleetingly,
but that we will bring an importance to. A nervous twitch, a
worn down button, a walk through the streets they grew up
on, an activity they do to blow off steam, or their day job.
Each individual’s back-story has a different narrative and
tone, and each video will reflect that. The stories might
range from serious to lighthearted, but will never be
manufactured to create drama.
“Behind the Battletag” is an opportunity to engage fans,
veterans and casuals alike on an emotional level, attracting
the viewer through the players passions and their stories.

9. EXAMPLE:
BEHIND THE BATTLETAG: FIREBAT
In this episode we start out exploring Firebat’s home.
He’s showing us around and sharing how much life
has changed for himself and his family since winning
last year’s championship. In a portrait style shot, he
introduces himself as James Kostesich, the first
Hearthstone Championship winner. He continues
sharing a true “rags to glory” story. Showing us
around his hood, where he comes from, filling us in
on who he is... We meet some of his friends with him,
learn about what compels him, what he has to say to
his doubters and detractors, and his hopes his
dreams as he moves forward. And in the end, we
have a more emotional connection and a deeper
understanding as James closes with a last word…
“My name is James Kostesich, and I am Firebat.”

10. CONCEPT 2:

11. CONCEPT:
As we journey toward the 2015 Championship, we’ll
stop along the way to meet a wide variety of
hopefuls. We’ll spotlight a few standout players,
selected as much for their in-game skills as for what
they do off screen to make their story completely
unique and inspiring.
Yes, we’ll learn how they prepare, what inspires
them, why Hearthstone as a game of choice… We’ll
meet them as they practice, compete, earn points,
and advance toward the World Championship. But
we’ll also learn about the rest of their lives. Where
they come from, what their hopes are, and how they
blow off steam and have fun. Getting a much more in
depth picture of the unique Hearthstone player.

12. HOOK:
“The Path of a Champion” series will carry a fictional
“map” device, helping us progress the series toward
the final Championship event at BlizzCon, with each
video representing a stop along the way, and a step
closer to the event.
The videos will be structured a bit like an “up close
and personal” type of human-interest story, with a
Hearthstone twist. It will feel like the personal insights
portion of reality shows, “inside” sports shows, or
event “lead-ups” where we learn more about the
contestant than what we see on the stage or the field,
or, in our case, the screen, the Fireside gatherings or
regional finals.

13. APPROACH:
We’ll use a voiceover to introduce, update, summarize and
provide context within a players story. Perhaps even the voice
of the Innkeeper. With each video presenting one or more docu-
style profiles, We have the potential to explore teams, individual
city Fireside events, or just dive deep into a single player.
We’ll rarely dive into the screen for “game play.” Instead we’ll
capture the intensity, the nuances, and the emotion that the
game stirs in the players. Sometimes capturing angst and
defeat, other times the fun, the joy and the social aspect of the
game. We will always let our viewers “off the hook” with the
feeling that this is all about the fun.
The series will build on itself, developing story threads that grow
and intertwine as the competition progresses. Our path will lead
us toward the final 16 at BlizzCon, and the Hearthstone World
Championship, presenting the excitement and unique paths of
the final players, and concluding with the champion’s story after
they win it all.

14. OUTLINE:
THE PATH OF A CHAMPION POTENTIAL OUTLINE
VIDEO1: The Hearthstone Tribe and the World Championship.
VIDEO2: Fireside event 1.
VIDEO3: First player portrait from Fireside Event 1.
VIDEO4: Second player portrait from Fireside Event 1.
VIDEO5: Team portrait 1.
VIDEO6: First player portrait from Team Portrait 1.
VIDEO7: Second portrait from Team Portrait 1.
VIDEO8: Rivalry 1 profile.
VIDEO9: First player portrait from Rivalry 1.
VIDEO10: Second player portrait from Rivalry 1.
VIDEO11: Portrait of Firebat, last years champion.
VIDEO12: Portrait of up and comer 1.
VIDEO13: Portrait of female challenger 1.
VIDEO14: The Final 16 players
VIDEO15: The lead up, the winner and the aftermath

15. CONCEPT 3:

16. CONCEPT: As the 2015 Hearthstone Championship grows near,
we want to take the pressure off and lighten the
mood for a handful of the potential contestants. We’ll
plan a surprise visit to 15 potentials from Lord of
Ironforge - Magni Bronzebeard.
Magni will break up a players typical day, or a typical
Fireside event, to meet, challenge, and get to know
the prospective player with typical boisterous Magni
character. And even take a moment to get up close
and personal with the players.

17. W
HOOK:
These videos will be part interview, part 1st person
perspective. Much of the “action” and fun will revolve
around Magni’s interaction with the player and his friends
and family. We’ll see Magni show up at player’s house
without warning, and possibly call them to battle from the
front yard. We’ll see the players show Magni around
town, or around their room. Magni sitting in the chair
where they do most of their game play. “A throne fit for a
champion indeed!” Magni running from the players dog,
sitting down to a burger or ice cream with the player,
marveling at the wonders of the players “kingdom.” We’ll
see Magni enter into a fireside event and challenge a
potential player directly. And we’ll have a moment or two
where Magni, and the player get to know each other
“Fireside” with Magni getting a little more “in-depth,” for
a deeper connection between “Blizzard” and their
players. In the end, Magni is “championing” the player,
and wishing them good fortune as he heads off to
encounter the next contestant.

18. APPROACH:
Each video will be presented as “Magni Bronzebeard goes
Fireside with (insert player here)” The stories will primarily be
told from the players perspective while having a “Fireside
Chat” with Magni. Adding an occasional “editorial comment”
from Magni along the way. “Strength, honor. I see them in
you!” “How can the dwarves help you?” “Your meat
sandwiches would please the gods!”
The players will talk about their surprise at meeting Magni,
what their days were like with Magni and about what they
enjoy most about the game. We’ll get to know a bit about
them as individuals, what makes them up, who they are, and
what their challenges have been in life, and how they have
overcome.
“Fireside with Magni” is an opportunity to get to know our
players and fans better, and support them in their quest.
With Magni, we will be able to have fun with our tribe, and
convey the personality of the Hearthstone Universe with a
humor that will keep fans coming back for more.

19. OUTLINE:
A FEW VARIATIONS ON THE “FIRESIDE WITH MAGNI”
THEME COULD BE.
◆ Magni Bronzebeard Goes Fireside with (insert player
name)
◆ Magni Bronzebeard Goes Fireside in LA (or any Fireside
Location)
◆ Magni Bronzebeard Goes Fireside With the Final 16
◆ Magni Bronzebeard Goes Fireside in Europe.
◆ Magni Bronzebeard Goes Fireside with the 2015
Hearthstone Champion.

20. HEARTHSTONE VIDEO SERIES ESTIMATE
Behind The Battletag/The Path of a Champion
• Supervising Producer
• Director Creative Consultant
• Production Crew
• Meals
• Production Equipment
• Voice-Over Talent (The Path)
• Post-Production Supervisor
• Editorial
• Color Correction
• Audio Mix Finishing
• Delivery of Fifteen (15) 2:00 to 5:00 Webisodes
Estimate $250,000 - $300,000*
*Estimate does not include location or permit fees, on-camera talent, music licensing,
travel or accommodations
ESTIMATES INCLUDE:
Fireside With Magni Bronzebeard
• Supervising Producer
• Director
• Creative Consultant
• Production Crew
• Costume Production
• Meals
• Production Equipment
• On-Camera Talent
• Post-Production Supervisor
• Editorial
• Color Correction
• Audio Mix
• Finishing
• Delivery of Fifteen (15) 2:00 to 5:00 Webisodes
Estimate $300,000 - $350,000*
*Estimate does not include location or permit fees, music licensing, travel or
accommodations

21. THANK YOU