Video Commercial Series
Posted

Student: Tate Moseley
Brand: Apple Watch
https://youtu.be/FGPkpdtQgJM

Student: Collen Layton
Brand: Crocs
https://youtu.be/n8gJUCVpQy4

Student: Allison Polk
Brand: Coke
https://youtu.be/Izyl5UbT25I

Student: Quang Le
Brand: Audio Technica
https://youtu.be/Tg5QA-sFJ7s

Student: Kyle Moore
Brand: DuraLast
https://youtu.be/S0noZ_6dO1c
Educator/s: | Chris Stagl |
---|---|
Institution: | Troy University |
Level: | Junior, Senior, Sophomore |
Duration: | 6 weeks |
Category: | Advertising, Branding, Visual Communication |
Filed Under: | Brainstorming, Client-based, Experimental, Four-year Program, Storytelling, Video |
Bookmark Project |
Project Brief
You will be creating a series of 3 original commercials for one brand in a style of your choosing. Your question to answer is, "how do I create a series for a multi-million (or billion) dollar brand as a college student with no budget"? The answer is simple - tell a good story. Your job will be to figure out how to tell a story in a 30-second time frame that is branded effectively and is succinct across videos.
Students will go through a rigorous 6-week process where they will follow the steps to commercial video production in lockstep:
- Concept
- Storyboards
- Story Writing
- Pre-Production Planning
- Location Scouting
- Talent Scouting
- Production
- Reshoots
- Post-Production
- Audience Testing/Data Gathering
- Presentation/Screening
Learning Objectives
- Understanding and application of pre-production, production, and post-production.
- Creative storytelling in a defined time-frame
- Gaining real-world field experience in all roles of small commercial production.
Deliverables
- Concept Statement
- 3 Written Scripts
- 3 Storyboards
- 3 thirty-second commercials
- 1 ninety-second follow up video
Readings/Resources
https://www.singlegrain.com/marketing/13-best-super-bowl-ads-of-all-time-what-your-business-can-learn-from-them/ (Links to an external site.)
Story Tips:
https://www.xcellimark.com/blog/6-super-bowl-ad-principals-to-creating-the-best-ads (Links to an external site.)
Marketing Tips:
https://insights.newscred.com/the-most-creative-and-effective-super-bowl-marketing-strategies/
Production Demos:
Reflections
Looking back on this project I feel that students, at first, may have been a little reluctant to fully embrace the idea of a commercial. After all, these are design students who tend to lean more towards motion/animation as the only necessary means of a timeline. However, after the screening of everyone's first commercial they were rejuvenated to step up their game to complete the series. Ideally, I would make this a team project moving forward where small groups would compete against one another on the same brand rather than having this be an individual effort.