Cinematic Shortform Ad FullTreatment
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Branding
OpenScene
2 months
The client is a local Latinx culture and arts organization that hosts various events and benefits with music, dance, etc that they outsource and hire. They wanted to expand their reach to Gen Z.
First problem statement is a social media presence and proper positioning. More specifically: Whenever Gen Z does choose to attend cultural and artistic experiences, it may seem like an anxious step outside their comfort zone into an environment they can't predict, unsure whether they are welcome.
The brands that have caught on and use satirical/modern approaches to advertising are too big and NOT LOCAL like our client. We will change that.
Below is a detailed breakdown provided to client of what was said and a summary of Episode 1 of proposed series.
This campaign should perform well because the humor, setting, + production quality will VET Open Scene as a serious organization that understands and connects with the youth/ mainstream. It uses an episodic structure and can have several installments.
For this specific episode: A boujee coffee shop is a perfect place that social creatives frequent, and those are the real target audience for client: young, expendable income, involved with their network, etc. This will clearly pose a problem and transport audiences into that headspace of... “What if I need to take someone out on a date? | What if my friends ask me to plan something fun?” — it also aligns with the company's mission statement and PowerPoint of desired archetypes of target audience provided to advertising team by client.
Below is the script +pacingnotes of Episode 1, + a breakdown of future episodes in series.
