Promotional Video Screenplay

Going over the treatment I created with my client they requested that I create a script for the promotional videos I have planned to help visualize what the final product would look like.

Promotional Video 1 Screenplay

Int. Busy Dining Room - Night

A diner is being eaten around a diner table, there are six people there: GRANDFATHER, UNCLE, MOTHER, FATHER, SON, DAUGHTER. They are laughing and joking around.

Cutting between shots of family members

UNCLE

(Laughing and Joking)

So that was the time I chipped my tooth and heaven forbid I ever do that again

Family laughs in unison

DAUGHTER

(Still Laughing)

Tell us the story mum about how you and dad met

SON

(In Agreement)

Yes, tell us that story!

MOTHER

(Fading Out)

Well, it all started when...

Dinner Table audio fades out until it is completely inaudible.

Overlay of app

Scrolling through app feed

MALE VOICEOVER

(Confidently, VO)

When you Join DNA you can share stories and experiences with loved ones

MALE VOICEOVER (CONT'D)

(VO)

With the easy to navigate feed, you to can share with your loved ones who may be too far away to speak!

MALE VOICEOVER (CONT'D)

(VO)

Completely free and easy to use! start sharing with your family and friends today!

Fade Out

End

Promotional Video 2 Screenplay

Ext. Sunny Back Garden - Day

GRANDFATHER sits at a garden bench

Cuts to children playing

FATHER walks over and sits at the bench

FATHER

(Looking at children) 

Look at them over there enjoying themselves

GRANDFATHER

Not quite like I used to do when I was their age

FATHER

You tell me all these stories but I wish there was some way to share them with everyone

GRANDFATHER

What, like their cousins over the other side of the country?

FATHER

Exactly! It would be amazing to be able to share them with family we don't get to see often, I really feel like it would help connect us as a family.

GRANDFATHER

I would love to hear from our Georgie again and hear what he's been up to, I think its a really good idea!

Cut to children playing

Fade Out

Interface Showing the app on the left with the company logo on the right of the screen.

MALE VOICEOVER

 (Confidently, vo) Signup today and reconnect with your family!

Fade Out

End

Promotional Video Evaluation

Promotional Video Evaluation

Within this unit, I was tasked with planning a series of promotional videos for a company called Fruit Bowl-Tech, they tasked me with targetting a specific audience following the psychographics of the explorers, mainstreamers, and aspirers with the demographics of 24-60year olds at an ABC1 Social standing. The company asked me to incorporate an overarching feel, visual style, and brand identity between the promotional videos. The company wanted to measure these videos' success through app signups, brand interactions, and press/social media buzz. Throughout this unit, I kept track of my progression through a GANNT chart.

Before planning my promotional videos I first had to take a deeper look at how promotional videos are structured to gain the interest of the audience while conveying ideas about the product. To do this I chose 4 promotional videos, I tried to pick videos that I felt I could learn something from, giving me ideas that I could incorporate into my own videos. The first video I chose was an advert for a stock trading company named "Trading 212" this video was published on Youtube Adsense and maybe other online websites to help raise brand awareness, what this video did unlink others that I looked at was using a unique style to capture audiences attention while telling a narrative that would keep the audiences attention throughout the length of the video. Individual ideas that I took from this promotional video were the direct communication between the video and the audience telling them not to skip the video and also the visuals at the end of the video that show the audience what the app looks like while conveying brand identity and interaction through the use of logos and hashtags. The next video that I analyzed was a Birdseye chicken advert, this advert was the shortest of all that I analyzed but was fit for national television coverage. This advert taught me about how adverts repeat specific messages and undermine their competitions, this video did this through not naming any specific company, however still implementing doubt in the audience's mind. This video also incorporated brand identity by showing off the product and its label throughout the video familiarising the audience with it. The third video that I analyzed was a promotional video for Facebook, this was another Youtube Adsense video that incorporated many features I wanted to use for my promotional video such as the overlay of the apps UI,  it was this feature that I wanted to incorporate into my work allowing me to really show off the app that I am advertising while making it more familiar with my audience. The final video that I looked at was the Sun Life Funeral Plan, I chose this video to analyze over others primarily to see how it targets an older audience effectively. This video effectively used star power to grab and hold audiences attention while conveying brand identity all over the screen through the use of their logo and contact number overlaying the video, another element this video uses to draw in an older audience is the imagery between the man and his granddaughter, this was effective through allowing the audience to connect with this man, helping advertise the product, I knew when watching this video this was an element I wanted to incorporate throughout my promotional videos to help influence my audience.

After researching promotional videos I began planning my work. I planned two videos both sharing a similar feel of narrative while I made sure to try and use strong brand identity, thus conforming to my brief set before me. The first video I had planned was to be set around a dinner table showing the family enjoying themselves and sharing stories (the features of the app but in real life), and then around halfway through the video fades to the company logo and then onto an overlay of the app with a voice-over explaining over some of the features this app contains. My inspiration for this video came from the Facebook promotional video that featured heavily an overlay of the app. I wanted to use this style for this video to familiarise audiences to my app while offering a rundown of what the app could do, thus hopefully persuading more to signup and download the app. My plan for video 2 followed a more linear narrative base with a man and his father watching over the children of their family talking about how they wish they could easily share their stories and experiences with them. The video then fades out towards an overlay, showing how the app would look on a phone while the apps logo and hashtag are on the other side of the screen. This video plan follows more ideas that I learned from my research one of them being the emotional connection between the adults and their children, I did this to help connect audiences emotionally to my promotional video, the second feature I learned was the ending overlay I learned this feature from the Trading 212 promotional video and incorporated it as a way to increase brand interaction and identity. Once I had written up the two plans for my promotional videos I moved on to gathering imagery to use in mood boards and storyboards to help my client visualize my plans easier. Other elements I incorporated into my plans were notes on production details, contingency plans, and an equipment list to keep track of what I would need for production. At this time I also researched legal and ethical issues within video development as a way to find out what sort of legal forms I would require throughout production and ways to keep my work ethically sound for all involved. Expanding from this I also researched standard health and safety procedures on a production set to make sure I am keeping everyone who is working safe.

After developing all these ideas I showed them to my client, the feedback I got was very positive however they requested that I added a few features, these features being overall budget management and a script. Going on from this I extended my research I made during my production notes on pricing and grouped it all together, doing this I explored ways to reduce the costs of the promotional video through every aspect such as editing the video my self or buying bundled equipment rather than separately, doing this I hoped to clearly establish ways I am keeping to the brief on its low budget while also breaking down what costs what during video production. From this, I moved on to writing a full script for my promotional videos helping my client visualize the product easier and helping me when moving into the production phase. When writing the scripts I tried to keep to the standard form of a screen play making it clear what are directions and what are the actors' lines.

Overall I am very happy with the work produced within this unit as I believe I have reached the clients' requirements to the best of my ability. Throughout this unit, I have learned about the different conventions that promotional videos contain while expanding my knowledge on pricing and budgeting for a project. Some strengths from my work this unit are my in-depth plans for these videos, I believe this is my strongest part of this unit as I have looked in-depth at the different psychographics that I would need to target. If I was to redo this unit elements I would like to improve on are researching deeper into health and safety and the legal and ethical, I believe this would improve my work through giving me a greater understanding of how to safely work in a practical environment.