Video Commercial Series

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:

https://www.filmriot.com/

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.