Made in Evansville is a wonderful brand and helps support a great non-profit. My favorite products Made in Evansville makes are the t-shirts. I love that they celebrate historical places and events found in Evansville.
I want to create a 60 second commercial promoting the t-shirt designs. I think focusing on one element of what MiE creates can help highlight what the brand is all about, and I see that as celebrating the city we all share.
I'd really like to make a fashion commercial. It would be artful, but not so out there people wouldn't know what the brand is. The story would be told through the use of strong visuals shot in Evansville.
Three different individuals wearing Made in Evansville t-shirts are on their own journeys. The common thread for these three stories is the apparel and the city. Consider both of these elements as characters in the story as well. Locations communicate mood, a sense of place, and can evoke emotion. This is why location scouting will be essential to this project.
The first character is a photographer and she is racing the light to get to downtown to take pictures of a sunset from a tall building. The next story is a runner training for a race. We see him running throughout various locations in Evansville. The final story is of a lead singer of a rock band. We find him in a dressing room preparing for a big show. All three stories are happening simultaneously and are brought together by the Made in Evansville apparel they are wearing.
Each story has it's own journey and tension to resolve. The photographer is racing the sun. The runner is trying to beat his personal best, and the singer is overcoming his nerves before taking the stage. Tension and release are key elements to engaging people in story telling, and will be used as a hook to keep the audience engaged.
Visually the photographer is wearing a satchel and riding her bike through downtown to get to the building she wants to take pictures from. Once arriving she jumps off of her bike and begins to climb stairs to race to the top. As time passes, the pace increases for each character along with the musical score. Her story concludes with taking pictures from the top of one of the tallest buildings downtown.
The runner starts out from his house on First street and begins his run starting his watch. We see cobble stone streets and nice houses. Eventually he's running across one of the pedestrian bridges that crosses the Lloyd. His pace quickens as time passes. His story concludes at the river front as the sun sets. He's covered in sweat, out of breath, but content with his time looking out over the river taking in the view of the end of another day.
The lead singer is pacing back and forth in the green room nervous before taking the stage. His guitarist is in the background tuning his guitar. As the story progresses we see he and his band members standing back stage pumping each other up in anticipation. His story concludes as he takes the stage in front of a packed room
All three stories will intercut with each other in the edit. The pacing will be key as the climax approaches and resolves. Intercuting three different stories helps add a variety of visual elements and keeps people engaged in the story. It keeps them guessing at what will happen next.
I'm proposing a very minimalistic script for this commercial. I want the visuals and music to drive the narrative. I also want these two elements to evoke an emotional response in people that live in Evansville. They are our target audience. Seeing beautiful imagery of the city they live in will help people feel a sense of pride associated with the city. In turn they can feel the same way wearing Made in Evansville apparel.
The voiceover will take place at the conclusion of the commercial. It reads: Made in Evansville, celebrating the city we share.
The final image will be an aerial shot of the sun setting over the Ohio River. As the voice over concludes the MiE URL will dissolve up. This will point people to where they can purchase awesome t-shirts.
Here's an example of a project I directed last year for Proper Coffee. This will give you a sense of my story telling style as a director.