Sample Treatment FORD F150
Content
FORD F150
“DENNIS LEARY RANT CAMPAIGN”
TREATMENT WRITTEN BY SCOTT KENEALLY
[email protected] 415.902.8175
First of all, thanks for bringing us into the mix. It’s an exciting campaign for
a brand we believe in, and we’re happy to mine our imaginations and
present you with some innovative design possibilities. That said, because
the original creative is so damned strong, we don’t see any need to
completely reinvent the wheel. We’re looking to maintain the overall
attitude and staccato pacing of the previous campaign. ONLY in these
spots, we’ll crank the production value up a notch or two on the dial… to
eleven. Yup, you read that right. Eleven.
Our presentation comprises several unique directions. Each one marked
by an exciting conceptual hook – whether it be an infinite zoom, a unique
stop motion collage technique, a living type rant, or just slicker and savvier
camera moves. The goal is to leave no doubt in your minds that King &
Country is that forward-thinking design team you’re looking for. It should
be noted that these directions really just represent an overview. We look
forward to collaborating with you in the next round of the pitch phase.
Without any further ado, let’s get right into it…
DIRECTION 01:
Playing off the idea of 360 horsepower, the camera in this spot will
dramatically rotate around the F150. We spin around and around as if in
orbit, as if the truck is the sun in Galileo’s sky. It’s always right smack in the
center of the action. It has weight. It has gravity. It is gravity in motion.
With the truck always as our central focus, this spot is all about slick,
sweeping camera moves, rather than clever transitions. It’s all about
adventure. There’s never a dull moment. And it’s not until our camera
seamlessly soars high above the scene that we realize that all the action
had unfolded on the surface of a design table, surrounded by some of
Ford’s absurdly bright engineers. Now the hand and pencil make perfect
sense. A key element of this direction is the typography. Elements of the
rant appear in big, BOLD letters. We shouldn’t back away from the type.
Everyone loves it. And not only does it provide a stunning graphic
element, but it powerfully punctuates some of the truck’s badass features,
as well as the entertaining VO.
DIRECTION 02:
The thing about the original rant spots is that they struck the perfect
balance between entertainment and information. It was the best of both
worlds. Like those wild cherry cough drops that taste like candy but
actually make your throat feel better. With this in mind, this direction is
looking to maintain that info/entertainment balance but take it to the
next level. The entire spot takes place within a surreal and highly graphic
CG world that we have full control over. We dynamically move through
this world thanks to an ever-rotating plane/horizon. In one scene the truck
is ripping across the horizon, and a second later, the image flips on its side
and we find the truck in a different scenario with different graphic type.
This twisting and turning of our planes, and the discovery of the truck in
new scene after new scene, will keep the viewer on the edge of their
seats. It’s in this way that our story has a real arc and crescendo.
Because we control every element of the CG world, we can really push
the limits of movement, design and style. The scenes should be more
elaborate than anything that’s come before it. The landscapes more
textural. The type more impressive as it is not an overlay but something
that exists in the same world as the F150. The type is a fluid, living part of
the rant.
DIRECTION 03:
This concept is all about the infinite zoom. We start with one visually
striking billboard-like collage, push in on some part of it, and… zoom!…
shoot through to the next one. Collages into collages. We travel through
a series of arresting scenes, each with a different spirit and theme,
reflecting the truck’s wide demographic appeal.
Construction…
engineering... farming… outdoor adventure… sci-fi futuristic industrial.
There’s something for everyone. And in one figurative billboard after the
next, we find the truck doing what it does best. The goal is to create a
fast-paced visual thrill ride that is every bit as snappy as the ranting VO. In
other words, the imagery should smack the viewer with the same impact
and immediacy of the VO.
The typography will underscore key moments of the VO, and always be
flat to the camera. Tracked in 3D space to the truck, the typography
represents order in the chaos of these collages. Each word will flip out
from the last one, locking up in perfect sync with the VO. It’s also key to
note that we will update the type to make it even more stylized and
iconic. The goal is to create a look that is so distinct it becomes an
integral part of the branded message, and works across many platforms.
People should be able to see just one letter, or even just the top half of a
letter, and think, Oh! That’s from the Ford F150 Rant campaign! In
addition, this infinite zoom approach is extremely versatile and can travel
across many platforms. It would translate well to billboards, interactive
digital content, as well other as in a broader campaign.
DIRECTION 04:
‘Panography’ might not sound very sexy. In fact, it sounds like something
the boring teacher from Better Off Dead might have said. But visually
speaking, the photographic technique - whereby you build an image with
a series of stills – can be every bit as seductive as a swimsuit model.
Especially if you don’t mind bending the rules and taking the technique to
new heights. That said, this direction takes place looking down on a huge
exploratory surface as two buddies drop picture after picture onto the
surface, while the rant sets the tempo. It’s as if they are making collages
of stills. One collage is of the F150. Another is of a rugged landscape,
construction site, or whatever we decide. And the bold typography can
also be dropped down on the surface. But rather than being static
features, some of our collages of images and type quickly come to life – in
an almost stop motion sort of why.
To achieve this, we’ll shoot the F150 in its natural environment – with a
bank of 12 still cameras on rapid fire. No CG. Authentic and real action
shots of the truck bounding over rough dirt and splashing through mud.
The bank of rapid fire still cameras will be synced up to give us thousands
of great images. Images that can be used for print, too. But most
importantly, the effect is dazzling. And now that we are in this dynamic
world, the truck can blaze across this exploratory surface, and encounter
some of the other 3D collages within the environment. One of the key
features of this direction is its sheer versatility. As the campaign moves
forward, the surface in question could always change: a drafting desk,
the bed of the truck, hood of a car, a concrete floor of a warehouse, etc.
Whatever the case, we think panography is a very exciting idea to
explore.
WRAP UP:
Thanks again for the opportunity to develop this project with you. Again,
these directions only represent overviews. Based upon your response and
input, we’ll be happy to flesh them out much further in the next round of
pitches. We hope you see the potential of our design team to create a
truly unforgettable campaign. We look forward to speaking with you
soon. Thanks.
“DENNIS LEARY RANT CAMPAIGN”
TREATMENT WRITTEN BY SCOTT KENEALLY
[email protected] 415.902.8175
First of all, thanks for bringing us into the mix. It’s an exciting campaign for
a brand we believe in, and we’re happy to mine our imaginations and
present you with some innovative design possibilities. That said, because
the original creative is so damned strong, we don’t see any need to
completely reinvent the wheel. We’re looking to maintain the overall
attitude and staccato pacing of the previous campaign. ONLY in these
spots, we’ll crank the production value up a notch or two on the dial… to
eleven. Yup, you read that right. Eleven.
Our presentation comprises several unique directions. Each one marked
by an exciting conceptual hook – whether it be an infinite zoom, a unique
stop motion collage technique, a living type rant, or just slicker and savvier
camera moves. The goal is to leave no doubt in your minds that King &
Country is that forward-thinking design team you’re looking for. It should
be noted that these directions really just represent an overview. We look
forward to collaborating with you in the next round of the pitch phase.
Without any further ado, let’s get right into it…
DIRECTION 01:
Playing off the idea of 360 horsepower, the camera in this spot will
dramatically rotate around the F150. We spin around and around as if in
orbit, as if the truck is the sun in Galileo’s sky. It’s always right smack in the
center of the action. It has weight. It has gravity. It is gravity in motion.
With the truck always as our central focus, this spot is all about slick,
sweeping camera moves, rather than clever transitions. It’s all about
adventure. There’s never a dull moment. And it’s not until our camera
seamlessly soars high above the scene that we realize that all the action
had unfolded on the surface of a design table, surrounded by some of
Ford’s absurdly bright engineers. Now the hand and pencil make perfect
sense. A key element of this direction is the typography. Elements of the
rant appear in big, BOLD letters. We shouldn’t back away from the type.
Everyone loves it. And not only does it provide a stunning graphic
element, but it powerfully punctuates some of the truck’s badass features,
as well as the entertaining VO.
DIRECTION 02:
The thing about the original rant spots is that they struck the perfect
balance between entertainment and information. It was the best of both
worlds. Like those wild cherry cough drops that taste like candy but
actually make your throat feel better. With this in mind, this direction is
looking to maintain that info/entertainment balance but take it to the
next level. The entire spot takes place within a surreal and highly graphic
CG world that we have full control over. We dynamically move through
this world thanks to an ever-rotating plane/horizon. In one scene the truck
is ripping across the horizon, and a second later, the image flips on its side
and we find the truck in a different scenario with different graphic type.
This twisting and turning of our planes, and the discovery of the truck in
new scene after new scene, will keep the viewer on the edge of their
seats. It’s in this way that our story has a real arc and crescendo.
Because we control every element of the CG world, we can really push
the limits of movement, design and style. The scenes should be more
elaborate than anything that’s come before it. The landscapes more
textural. The type more impressive as it is not an overlay but something
that exists in the same world as the F150. The type is a fluid, living part of
the rant.
DIRECTION 03:
This concept is all about the infinite zoom. We start with one visually
striking billboard-like collage, push in on some part of it, and… zoom!…
shoot through to the next one. Collages into collages. We travel through
a series of arresting scenes, each with a different spirit and theme,
reflecting the truck’s wide demographic appeal.
Construction…
engineering... farming… outdoor adventure… sci-fi futuristic industrial.
There’s something for everyone. And in one figurative billboard after the
next, we find the truck doing what it does best. The goal is to create a
fast-paced visual thrill ride that is every bit as snappy as the ranting VO. In
other words, the imagery should smack the viewer with the same impact
and immediacy of the VO.
The typography will underscore key moments of the VO, and always be
flat to the camera. Tracked in 3D space to the truck, the typography
represents order in the chaos of these collages. Each word will flip out
from the last one, locking up in perfect sync with the VO. It’s also key to
note that we will update the type to make it even more stylized and
iconic. The goal is to create a look that is so distinct it becomes an
integral part of the branded message, and works across many platforms.
People should be able to see just one letter, or even just the top half of a
letter, and think, Oh! That’s from the Ford F150 Rant campaign! In
addition, this infinite zoom approach is extremely versatile and can travel
across many platforms. It would translate well to billboards, interactive
digital content, as well other as in a broader campaign.
DIRECTION 04:
‘Panography’ might not sound very sexy. In fact, it sounds like something
the boring teacher from Better Off Dead might have said. But visually
speaking, the photographic technique - whereby you build an image with
a series of stills – can be every bit as seductive as a swimsuit model.
Especially if you don’t mind bending the rules and taking the technique to
new heights. That said, this direction takes place looking down on a huge
exploratory surface as two buddies drop picture after picture onto the
surface, while the rant sets the tempo. It’s as if they are making collages
of stills. One collage is of the F150. Another is of a rugged landscape,
construction site, or whatever we decide. And the bold typography can
also be dropped down on the surface. But rather than being static
features, some of our collages of images and type quickly come to life – in
an almost stop motion sort of why.
To achieve this, we’ll shoot the F150 in its natural environment – with a
bank of 12 still cameras on rapid fire. No CG. Authentic and real action
shots of the truck bounding over rough dirt and splashing through mud.
The bank of rapid fire still cameras will be synced up to give us thousands
of great images. Images that can be used for print, too. But most
importantly, the effect is dazzling. And now that we are in this dynamic
world, the truck can blaze across this exploratory surface, and encounter
some of the other 3D collages within the environment. One of the key
features of this direction is its sheer versatility. As the campaign moves
forward, the surface in question could always change: a drafting desk,
the bed of the truck, hood of a car, a concrete floor of a warehouse, etc.
Whatever the case, we think panography is a very exciting idea to
explore.
WRAP UP:
Thanks again for the opportunity to develop this project with you. Again,
these directions only represent overviews. Based upon your response and
input, we’ll be happy to flesh them out much further in the next round of
pitches. We hope you see the potential of our design team to create a
truly unforgettable campaign. We look forward to speaking with you
soon. Thanks.
