A commercial presentation I wrote/designed for a client.

1.
Type to enter text
words, visuals, design by
SCOTT KENEALLY

2. HELLO!
First up, thanks for bringing me into the mix. I’m really excited
about this project. Not only is it a cool product, it plays right up to
my passion for people and strengths as a filmmaker. I love
working with real people and have always had a knack for
getting them to open up to me. In part because I’m genuinely
interested in the lives of others. And this natural curiosity has a
disarming effect. My subjects feel comfortable, engaged... to the
point they forget the cameras are rolling. And that’s where the
magic happens. That’s where you get the kinds of real, raw,
natural performances and interactions we’re gunning for. And if
we play our cards right — which we will — our influencers will
champion the Chapstick DUO in an organic, authentic way that
stays true to who they are, and what their followers expect.
And with that said, I’d like to jump into the various elements of
our approach…

3. INDIVIDUAL VIDEOS
One of the reasons influencers are so powerful is that their
audiences trust them. So it’s obviously very important that
these videos are in their own voice and feel totally
authentic. That said, in my experience, the most efficient
way to get what we want – when we need it by – is for me
to be there with them.
I would like to spend 2 days with them on this element, a
half day per influencer. They would still shoot this “selfie-
style,” but I could guide them on what and how much to
shoot, and make suggestions for how the product is used
and referenced.
Ultimately, we want to showcase the playful personalities
that made these girls so influential in the first place… all
while underscoring how naturally the product fits into their
daily routine. It should feel like we’re peeling back the
curtain, giving viewers an honest, and intimate look at
these girls lives. And the viewers should come away
knowing that -- like a new phone or app -- the DUO is a
must-have accessory that makes our influencers’ days
more fun and enjoyable.

4. Once we’ve identified the four influencers, we’ll tailor their “selfie day” to each individual. We want this to be as
authentic as possible, and will work with them to create scenarios and situations that are true-to-life.
Here are a few examples of what we could see…
Meredith takes her dog to a park.Courtney jams out with a friend.
Aspyn goes to the mall.

5. Again, these are just some quick examples. Once I talk to our chosen influencers and get an idea of their daily routines, I’ll
figure out what would make the most sense. The key is that they shoot themselves doing stuff their fans would expect, while
seamlessly and organically incorporating the DUO into their routine.
Adeline goes shopping for sunglasses.
Dacey gets a blowout before a date. Teala records VO in a studio.

6. GROUP DISCUSSION
We start by bringing all the influencers into the room, and shooting
them as they say hello and interact. We don’t have to use this shot,
but I do like the idea of breaking the fourth wall and showing that we
brought these influencers together to talk about their experience with
the product.
Once they sit down we will start by asking them some very simple
icebreaker questions.
•What do you think of the DUO?
•Why/how do you mix and match the flavors?
•What’s your favorite flavor combo?
•What flavors do you use when you are in certain moods?
•What flavors best match your personality?
Our influencers will be encouraged to respond and comment to one
another, creating a fun banter.
Once we have enough general topics covered, we will transition to
the usage side of things. The influencers will talk about how easy it is
to mix and match, showing us in real time how the product works.
This “product demo” shouldn’t feel like a demo at all, but a natural
part of the conversation—further underscoring its easy integration
into our influencers’ lives.

7.
THE CHALLENGES
I love this element of the creative. The challenges you’ve
suggested are fun, and I know they’ll play out well on
camera. That said, I like the idea of tailoring these
challenges based on our talent.
Once our influencers are selected and we get a sense of
who they are, I’d like to collaborate with you and the
agency to ensure we position the talent in the most
impactful way possible. We want to create an
environment in which they can be themselves and shine.
Also, I like the idea of presenting the group with
envelopes to introduce each individual challenge. The
envelopes (and challenge cards) could reflect DUO’s
range of product colors. Not only is this an easy brand tie
in that pays homage to popular reality shows like “The
Bachelor,” but it will create a clean open for cutdowns/
clips.

8. LOOK & FEEL
Our group discussion should look and feel
authentic, with a distinct documentary vibe. That
said, we want our influencers and product to look
absolutely amazing. Think of it as cinematic reality,
and every detail – lighting, composition, wardrobe,
lenses, art direction, etc – will be designed to ensure
we strike that perfect balance between truth and
beauty. The lighting will be soft and flattering… a
hybrid of natural light and beauty light. It should
almost feel like a beauty spot, but not so much so
that the light sources are obvious.
I suggest we shoot the girls around an oval white
table with a white matte finish. This will help the
colors pop, while adding a pretty backdrop for the
close-up shots of the product. It will also act as a
natural bounce for the light.

9.
The room should be clean, stark and
mostly white/neutral, with cement floors.
There will be some accents of vibrant color
that tie into the brand – plants, flowers, fruit
bowl, wall art, etc – but less is more. We
want our focus to remain on the product
and talent.
With this in mind, there should be enough
open space behind the talent so that we
have some depth of field. We’ll see the
décor in the wide establishing shot, and
know what’s in the background, but for the
most part, the art direction will be stylishly
out of focus… strategically placed
flourishes of color that callback to the
product.

10.
I would like to use a dana dolly and jib to
ensure that our camera has some life and
energy. Nothing too crazy. We don’t want to
take the viewers’ minds away from the girls
or the DUO, but at the same time, these
kinds of group discussions can sometimes
fall flat if the cameras are static. Our
cameras should be subtly sliding, drifting
and pushing in.
I would like to use 4 cameras – all with zoom
lenses – to shoot this group discussion. The
C300 would be a good choice as it delivers
great images while keeping the production
footprint contained enough for the dana
dolly and jib.

11. TESTIMONIAL
Since we have the influencers on the day of the group shoot we should
utilize their time by creating another option for the cut downs.
I suggest we shoot each of them talking direct to camera about each
flavor, while framed against the corresponding colored background. The
goal is to get quick soundbites about how it makes them feel or what
mood it puts them in. To pull this off, we’ll use a singular lighting set up
with an interchangeable paper roll or foam core.
In the edit, we can intercut two influencers/two flavors at a time to create
a sort of visual DUO. We can even have them in the same frame via split
screen. (Think Brady Bunch, but with two people interacting instead of
six.) And ideally, we’ll be able to stitch these soundbites together so it
seems like these two influencers are finishing each other’s sentences. Yes,
they are two individuals, but like the DUO, work together as one
awesome team.
At the very least, we’ll get b-roll of them all putting on the different
flavors, and giving us succinct soundbites that could be used in the long
form piece, or as individual break out spots for their own social media
outlets.
Either way, I know we can get a lot of awesome additional content with
just 20 minutes per influencer.

13. IN CLOSING
Thanks for thinking of me for this. Not only do I love the
creative, but this sort of project is right up my alley. I’ve
been creating branded content for the past 15 years —
since before “branded content” was even a thing — and
I’m confident that I’ll be able to draw out performances that
are playful, energetic and authentic… all while staying on
brand message. This is what I do and what I do best. And
I’d be psyched to work with you to create lots of sticky/
sharable content that will celebrate the fun and functionality
of Chapstick DUO.
Let’s talk soon!