广告行业,幕后,专题 2021年11月5日

创造30秒非语言生活故事

Most stories require characters to communicate their journey verbally. 但有时, 手势的非语言交流, 的姿势, 肢体语言, 面部表情, and eye contact is the best way to unite your audience’s goals and feelings about your brand’s products and services. 

当时的加州州立大学, Northridge (CSUN) approached 线上买球App to create commercials for their online master’s program, a non-verbal commercial wasn’t quite what we had in mind. 然而, 线上买球App跟随客户的旅程, which led us to create a brand advertising experience where the characters’ story is communicated without uttering one word, 感觉很好.

球场

CSUN commercial - 坦尼娅 character profile photo collage

坦尼娅 character profile and storyboards from the concept deck

As one of the largest comprehensive universities in the United States, CSUN可以为未来的学生提供很多东西, 尤其是在在线课程方面. 与他们的非营利组织, student-focused, 以及国家资助的在线项目, CSUN stands out from other online programs offered by for-profit or even predatory institutions. To share this stellar reputation and benefits with a new audience, CSUN wanted to make a commercial and make that difference known.

The initial pitch to CSUN was a concept for a 30-second spot called “Follow Me” in which we would create rich character stories to connect with our audience and their real-life situations. The original concept featured three characters and their journeys to change their lives and careers through CSUN’s online program. 以三幕为背景, 线上买球App跟着Eric, 坦尼娅, and Paola as they talked to the camera about their journeys to better their lives by going back to school. Act 1 of the commercial would start with the characters at their individual “day jobs” or current situation in which they were unhappy. Act 2 would see the characters actively taking their CSUN online classes, 不管是晚上还是下班后. Finally, Act 3 would see the characters settled into their new roles and careers, happy and thriving. Who doesn’t love a happy ending — even in a commercial.

CSUN商业拍摄-幕后

坦尼娅 character and extras filming at outpatient clinic location.

事实证明, telling a story of that caliber and size in 30 seconds is nearly impossible, and capturing live audio is why they invented sound stages. 虽然《线上买球App》受到了CSUN的好评, it needed a bit of creative morphing to become commercial-worthy and have a strong impact within the confines of the media purchase. 线上买球App最终创造了一个类似的, 而是更紧凑和非语言, 故事叫做“升级”,” which was broken up into individual commercials; this version showed each character going through a similar arc:

  1. 我对我的情况不满意.
  2. 我需要去CSUN提升我的职业水平.
  3. 我做到了!

完全沉默的角色, 线上买球App更自由地选择在哪里拍摄, allowing us to find the perfect locations to tell each character’s story. We ensured that the story arc was clear and shown throughout the commercial visually, along with a voiceover that would explain CSUN’s mission and benefits.

工作关系

CSUN商业still - Level Up

坦尼娅 character sitting at a desk with a CSUN mug and textbooks provided by the client.

Anyone in advertising knows that a good client can make a job all the easier, CSUN是一个出色的客户合作伙伴. 从写作到拍摄, we worked side by side with CSUN’s in-house team to nail the ad’s messaging and direction, 尤其是当它变成非语言的时候. 有了清晰的视野, CSUN’s staff gave us insight on how to best share their school and programs while we were writing and filming the commercial. They also provided us with fun props like CSUN swag and textbooks to help set the mood visually.

When you think of an agency, 线上买球App is the kind you hope for. 他们灵活、有创造力,而且总是“露面”.’ With their help, we’re expanding our online programs to a national audience.
-卡伦., Interim Director Marketing and Communications, 加州 State University, Northridge

 

的简讯

CSUN商业拍摄-幕后

DP filming the character Eric entering an office.

经过数月的计划, 每天拍摄12小时, 和无数的编辑, CSUN的新商业, “提升你的未来,” launched on platforms like Roku and Hulu in mid-October. Capturing CSUN’s unique spirit, the ads position them as an industry leader in online education. The non-verbal stories explicitly show viewers that an online degree from CSUN can help improve their careers and lives. Review the 30-second commercials and let us know if you feel that we united the audience’s goals and feelings with those of CSUN.

We still have one more customer journey to share for the CSUN brand, so watch the 线上买球App blog or follow us on social media for the next story. If you like this work, take a moment to explore our 客户行程组合 and see how we unite audiences with brands across other competitive markets.

当然,如果你想找 品牌广告公司, let’s have a conversation about your customer’s journey. We serve brands coast-to-coast and globally from our office in Pasadena, 加州, that provides optimal viewing of the Tournament of Roses Parade along Colorado Boulevard on New Year’s Day.

去前