S*x Sells - Setting the Scene
The room is very dark that you can only sense it's small size by the steamy confined heat and the short re-verb of the pulsating sounding background beat.
Each beat the sound gets louder.
Through the dark a single light beam shines cutting through the dense smoke. A body lies near naked - a voluptuous and scantily clad woman.
Camera cuts to a man, he's all green, standing over the body.
He pours liquid, much like maple syrup, over her body - she awakens and screams with delight.
The camera zooms onto the jug label - "Create Compelling Content" scrawled across its bright label.
Cut to green man taking a photo with his new Smartphone.
The man laughs loudly and smiles devilishly (even though he doesn't have a mouth) - he looks for a pocket to put his phone but he doesn't have one - fade to black -
title card - "capture the moment".
"Cut", the camera pulls back wide to capture the whole studio. Chisolm explodes!
Note: Reminder to self - need to add something so that potential clients understand this is a marketing vehicle to promote products or services using brand ambassadors. The key to all of this is developing characters and stories that resonate with your audience.
Reflection
OK - maybe the ad concept above is not going to work for most (any) potential client but that ad is not designed for everyone - that's the key message - as guru Seth says "it's about products for customers not customers for products". We explore characters and ambassador authority.
Developing Characters
We finished shooting the last few CLIVE clips this week - Sales guy Ernie Cash, CEO Franklin Un and Creative Director Chisolm Van Schwizer. We'll have the very short, professional corporate CLIVE clip and then a background behind the scenes video where you learn a bit more about the team. As Ernie says "it's people and stories that sell" and Franklyns swear jar rises quickly - I'm not sure how well this will go?
Filming, Scripting and Creativity
We look at the draft edits - they're amazing - you just couldn't write those sort of dynamics quickly (I don't think). Chisolm tells me the sytle is called "Dogma" - yep - I'm sure there is some academic out there who will tell me what the term is for what we've done - the approach we've taken. My thoughts are that by doing we learn - by sharing we understand. There's a continuous cycle here somewhere.
Roll out
I'm still playing with ideas on how to roll the whole new site - the phased roll out gives us the ability to easily add layers more layers and elements as we go. As you know the web is not the big bang media launch but a long tail customer and fan engagement strategy. Don't get me wrong we still need to develop some promotion element at the front end to get word spreading faster. Ideas take a while to cystalise.
