Video Commercial Series
|Level:||Junior, Senior, Sophomore|
|Category:||Advertising, Branding, Visual Communication|
|Filed Under:||Brainstorming, Client-based, Experimental, Four-year Program, Storytelling, Video|
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:
- Story Writing
- Pre-Production Planning
- Location Scouting
- Talent Scouting
- Audience Testing/Data Gathering
- 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.
- Concept Statement
- 3 Written Scripts
- 3 Storyboards
- 3 thirty-second commercials
- 1 ninety-second follow up video
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.