Before starting, I reviewed Simon Sinek's golden circle concept; the why, how, and what of marketing. This leads to the first step of production, which was forming a mindmap of the key ideas the client wanted to convey. The following is a document I produced during the meeting (the center is the key message):
This mindmap established the foundation for the "what" and the "how" for the golden circle.
This mindmap led us to the production of the first few revisions of the script, which pulled all of its concepts from the first document. You can see the evolution of drafts 1-3 here:
The script establishes the theme, and delivers almost all of the essential elements, including the "why" of the circle.
Around the completion of draft three of the script, I felt that we had a foundation decent enough to start contemplating the visual composition. The following is the first draft of the line-by-line break down I produced during a sync meeting:
Each line refers a line on the script. This was the first step in deciding the order, direction, and content to be presented.
This led to the first revision of the actual video timeline, essentially consolidating all previous work into one document. It went through about 4-5 rounds of revision. Here is the first draft showing all said revisions:
The production speed started to increase quickly around the creation of this document.
To accompany the timeline document, I also produced a line-by-line footage requirement list. The following is the first revision of said document:
The final version of this document (further down) turned out to be quite useful when shooting.
At this point, you may notice that the first version of the script puts a much heavier emphasis on the user than what appears in the final product. The change occured once we returned to the original mindmap document, and noticed that the involvement of people didn't really pertain to the central think of "we execute."
After another sync meeting, I went to work further refining the script & footage requirement documents. The two documents below are the second drafts of both:
The script was also finalized in this process, and I recorded the voiceover with the actor I networked with.
A few days before we shot the footage, I did a once-over of the script and felt the need to change up a few things to help the flow of the video. Having pieced together the voiceover with the music I was creating, I felt that the project took too long to get to the resolve. I asked myself what wasn't necessary, and scene 8 hit the bricks as I felt it was the least-impactful portion.
The following two documents were the final drafts composed of the timeline & footage requirements for the video production:
The layout I chose for the second & third draft made remembering what needed to be shot during production easy.
The shooting only took a few hours to get done, and I was using my DSLR equipped with a 18-200mm lens, although I never went more than 125mm for the first close up. It was very challenging to get smooth dolly tracks with my shopping-cart wheel style setup on the bottom of my tripod, especially since it was used on hard carpet. The first mock-up of all the footage was done in Sony Vegas, then the final was actually all composited in After Effects. The motion graphic pieces were created last, and were made using internal documents as reference.
01 Learn about the production process of an internet ad.
03 Network out to additional talent; learn about working with voice actors.
05 Improve my ability to convey concepts & ideas to clients clearly.
02 Develop a specific workflow to use on future projects to speed up production.
04 Apply the golden circle's why, what, and how successfully.
06 Define a standardized revision process to speed up production.
Evan Guzman is a student of Art Center College of Design studying Interaction Design. His background is rooted in digital environment design, and has been working with Photoshop, After Effects, Vue, and 3DS Max for over eight years. Evan has experience with webdesign and brand identity development, having done work for well-known names in the software industry.
From a technical perspective, he has five years of exposure leading development, recruitment, and team-management for communities within personally hosted servers for massively multiplayer online games, providing personalized services and support.