LXFM 740: Visual Narrative for Consumer Engagement Professor Oscar Betancur By: Madison Ottenbacher This process book is published online. Please note that this is an interactive PDF. A viewer guide is provided below. Home Page
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CREDITS CREATIVE DIRECTOR: MADISON OTTENBACHER PHOTOGRAPHER: DANIEL ROA ANIMATOR: NATASHA CÁNEPA
TA B L E O F C O N T E N T S PRODUCTION SCHEDULE HASHTAG SYNOPSIS MOOD BOARD STRATEGY ART DIRECTION STYLE FRAMES SHOT LIST STORYBOARDS MICRO MOVIES OMNICHANNEL STRATEGY
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SEPTEMBER
PRODUCTION SCHEDULE 10 RESEARCH BRAND MARKETING CONCEPT HASHTAG MOOD BOARD STYLE FRAME STORYBOARD PROPS STYLING LOCATION BOOK PHOTOGRAPHER PURCHASE PRODUCTS SHOOT EDITING ROUGH CUT FINAL EDITS WORK ON PROCESS BOOK FINAL GIF FINAL PROCESS BOOK
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SYNOPSIS SHE
DESERVES
LUXURY
SKY
IS
HER
SHE
IS
EMPOWERED
LIMIT
FROM
AND
BY
TO
FEEL
HEAD
TO
DRESSING BOLD
TOE. HER
AND
THE
LASHES
BEAUTIFUL.
MOOD
S T R AT E G Y INTRODUCE
STELLA
MCCARTNEY’S
BEAUTY
BRAND
LINE
EXTENSION TO THE CONSUMER. CREATE EXCITEMENT AROUND THE LAUNCH OF THE LINE BY SHOWCASING THE MASCARA’S UNIQUE CHARACTERISTICS, QUALITY AND ELEVATED STYLE.
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T H E D E TA I L S
LIGHTING
C O LO R
CAMERA ANGLE
STYLING
TYPOGRAPHY
A N I M AT I O N
MASCARA “SWOOSH” ON SCREEN
FLASHING REALISTIC LOOKING LIGHTS IN BACKGROUND OF TEXT
SWOOSH SHOULD SHOW MOVEMENT AS IT COVERS THE SCREEN REFER TO FRAME 4 IN STORYBOARDS
TYPE IN FOREGROUND IS IN AVENIR FONT IN “BLACK” TYPE STYLE (REFER TO SECONDS 40-42 OF VIDEO)
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STYLE FRAMES
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“LENGTH”
“VOLUME”
“COLOR”
SHOT LIST SHOT #
DESCRIPTION OF SHOT
PURPOSE
CAMERA ANGLE
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One mascara bottle closed One mascara bottle closed and one white brush head One mascara bottle closed, one white brush head and one blue mascara brush head One mascara bottle open and one brush head facing up One mascara bottle open, one white brush head and one blue mascara brush head facing up One mascara bottle open and one brush head facing down One mascara bottle open, one white brush head and one blue mascara brush head facing down One mascara bottle and one white brush head tilted toward each other. One mascara bottle centered on screen One mascara bottle centered on screen. White brush head placed above. Both products shift down in straight line. One mascara bottle centered on screen. White brush head placed above. Add a third brush head placed above last. All products shift down in straight line. Add fourth white brush head to screen. Mascara bottle is almost not visible. Products shift down. Add fifth and sixth mascara brush heads to screen. All products shift down. End with three brush heads in view. One mascara bottle closed and centered on screen. Add second closed mascara bottle. Add third and fourth bottles to area. Shoot four closed mascara bottles on screen. Add three mascara bottles to area. Shoot seven closed mascara bottles on screen. Fill screen are with closed mascara bottles. All bottles shown staggered and centered around main bottle. One mascara bottle closed and centered around visual area. One paint drop covered closed mascara bottle. More paint covers mascara bottle. Entire area is covered with paint. Stop motion swoosh to mimic mascara. Capture motion of swooshes going from left to right.
Hero Shot Hero Shot Hero Shot Hero Shot Hero Shot Hero Shot Hero Shot Hero Shot GIF 1 GIF 1
Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View
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Bird’s Eye View
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Bird’s Eye View Bird’s Eye View
GIF 2 GIF 2 GIF 2 GIF 2 GIF 2
Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View
GIF 3 GIF 3 GIF 3 GIF 3 Mascara Swoosh
Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View Bird’s Eye View
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STORYBOARDS
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“LENGTH”
“VOLUME”
“COLOR”
MICRO MOVIES
LENGTH
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VO LU M E
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C O LO R
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HERO SHOTS
O M N I C H A N N E L S T R AT E G Y
I N S TA G R A M
FA C E B O O K
HARPER’S BAZAAR
BEAUTY