The Final Product

Creative Approach

In this branding video to be released on the Pure Barre website and YouTube, we open with Jessie, a Pure Barre client, being interviewed in the foreground of the studio. Pure Barre owner Lori is featured in the spot speaking from behind the check-in counter of the studio. Also appearing are Carol, another Pure Barre client, and Allison, a Pure Barre instructor. The four independently share their Pure Barre journey and its impact on each of their lives.

Video Audio
1. MS of Jessie in the Pure Barre studio (subtitle: Jessie – member of Pure Barre Rocky River) Jessie: Pure Barre, to me, is the epitome of confidence.

(Soft, rhythmic instrumental throughout).

2. MS of Jessie performing an exercise on the barre Jessie: It’s given me strength; it’s given me, you know, the kind of strength that’s both internal and external.
3. MS of Lori in the Pure Barre front studio (subtitle: Lori, owner of Pure Barre Rocky River) Lori: Pure Barre is..is.. just so much more than a workout.
4. CS of Lori Lori: It’s… a lifestyle.
5. MS of Carol just outside of the Pure Barre studio

(subtitle: member of Pure Barre Rocky River)

(Beat becomes more prominent)

Carol: I always had really bad knees, and now I have arthritis. They’ve never liked me running or anything like that, but I’ve always been an active person. So when Pure Barre opened I thought…

6. CS of Carol …”I finally found my place.”
7. MS of Allison in the Pure Barre studio Allison: The technique is incredibly low-impact, so it’s easy on your joints and tendons. But definitely don’t let that fool you. This workout is tough and I promise you will leave feeling like you got a full-body workout.
8. CS of Carol performing an exercise with Pure Barre equipment Lori: Our motto is “Lift. Tone. Burn,” and that is exactly what we do in every class.
9. MS of Jessie Jessie: I first heard about Pure Barre through a friend of mine who had been coming for about a year.
10. CS of Jessie Jessie: Yeah, I guess I was a little hesitant at first. She had already found her place here, which was, like, kinda intimidating since I was brand new to the studio and didn’t know anyone but her.
11. WS of a class performing an exercise with Pure Barre equipment Jessie: But she brought me to class one day and she introduced me to a bunch of the girls and the instructor before class, and everyone was just so welcoming. It made all the butterflies and…apprehension I guess…disappear pretty much immediately.
12. MS of Carol Carol: I’ve met some great friends here, definitely. It’s easy when you’re all here under common circumstances, do ya know what I mean?
13. MS of Jessie Jessie: I’ve made some awesome friends here, which I didn’t really expect to be doing during a workout (laughter).
14. CS of Carol Carol: Really, everyone here is just… they’re just a great support system.
15. MS of Lori Lori: When I opened Pure Barre, I wanted to create an environment that would empower women.
16. Panning CS of Lori Lori: Within these walls, women are able to uncover a confidence that maybe they’ve never had before, or a perseverance or a focus or a center that they didn’t know they had.
17. CS of Allison performing barre exercises Allison: I’ve never seen more energy in a group fitness environment. There’s such focus every class and you can tell these women are as proud of their fitness achievements as I am
18. Shots of Jessie jokingly flexing her muscles, laughing Jessie: Since I added Pure Barre to my fitness routine a few months ago, I’ve already seen some incredible results.
19. MS of Lori Lori: I’m very proud to be affiliated with Pure Barre. I really believe that it can have a powerful and positive impact in people’s lives, and… I’ve really seen that in so many of my clients.
20. Jessie laughing with friends in the Pure Barre studio Jessie: I’m so happy to have found this practice. I’m so thankful to my friend that introduced this place to me.
21. MS of Jessie Jessie: This place really has actually changed my life…definitely for the better.
22. MS of women performing various Pure Barre exercises Jessie: I would tell anyone curious about Pure Barre to just… give it a go. You’re definitely not alone; everyone is there for the same reasons: everyone just wants to better themselves. I can promise you won’t regret it.
23. MS of Carol performing a barre exercise Carol: I really just can’t really imagine my mornings without Pure Barre. I don’t even know how to sleep in anymore (laughter). And I’m okay with that (laughter).
24. CS of Jessie Jessie: (smiling) I’m so thankful for the Pure Barre community and the way this practice has changed me in the best ways… inside and out.
25. Pure Barre logo centered on black background Music becomes very soft, fading.

The Makings of a Branding Video

Creative Approach

In this branding video to be released on the Pure Barre website and YouTube, we open with Jessie, a Pure Barre client, being interviewed in the foreground of the studio. Pure Barre owner Lori is also featured in the spot speaking from behind the check-in counter of the studio. The two independently share their Pure Barre journey and its impact on each of their lives.

Video Audio
1. MS of Jessie in the Pure Barre studio (subtitle: Jessie – member of Pure Barre Rocky Member) Jessie: Pure Barre, to me, is the epitome of confidence.

(Soft, rhythmic instrumental throughout).

2. MS of a woman performing an exercise on the barre Jessie: It’s given me strength; it’s given me, you know, the kind of strength that’s both internal and external.
3. MS of Lori in the Pure Barre front studio (subtitle: Lori, owner of Pure Barre Rocky River) Lori: Pure Barre is..is.. just so much more than a workout.
4. CS of Lori Lori: It’s… a lifestyle.
5. MS of Jessie (Beat becomes more prominent)

Jessie: I first heard about Pure Barre through a friend of mine who had been coming for about a year.

6. CS of Jessie Jessie: Yeah, I guess I was a little hesitant at first. She had already found her place here, which was, like, kinda intimidating since I was brand new to the studio and didn’t know anyone but her.
7. WS of women performing an exercise with Pure Barre equipment Jessie: But she brought me to class one day and she introduced me to a bunch of the girls and the instructor before class, and everyone was just so welcoming. It made all the butterflies and…apprehension I guess…disappear pretty much immediately.
8. MS of Lori Lori: When I opened Pure Barre, I wanted to create an environment that would empower women.
9. Panning CS of Lori Lori: Within these walls, women are able to uncover a confidence that maybe they’ve never had before, or a perseverance or a focus or a center that they didn’t know they had.
10. MS of woman performing an exercise with Pure Barre equipment Jessie: I love Pure Barre because the technique is so simple, but unique at the same time.
11. CS of woman performing an exercise with Pure Barre equipment Lori: The entire class is low-impact and you’re guaranteed to get a full-body workout. Our motto is “Lift. Tone. Burn,” and that is exactly what we do in every class.
12. Shots of Jessie jokingly flexing her muscles, laughing Jessie: Since I added Pure Barre to my fitness routine a few months ago, I’ve already seen some incredible results.
13. CS of Jessie Jessie: and I’ve made some awesome friends here, which I didn’t really expect to be doing during a workout and at my age (laughter).
14. MS of Lori Lori: I’m very proud to be affiliated with Pure Barre. I really believe that it can have a powerful and positive impact in people’s lives, and… I’ve really seen that in so many of my clients.
15. Jessie laughing with friends in the Pure Barre studio Jessie: I’m so happy to have found this practice. I’m so thankful to my friend that introduced this place to me.
16. MS of Jessie Jessie: This place really has actually changed my life…definitely for the better.
17. MS of women performing various Pure Barre exercises Jessie: I would tell anyone curious about Pure Barre to just… give it a go. You’re definitely not alone; everyone is there for the same reasons: everyone just wants to better themselves. I can promise you won’t regret it.
18. CS of Jessie Jessie: (smiling) I’m so thankful for the Pure Barre community and the way this practice has changed me in the best ways… inside and out.
19. Pure Barre logo centered on black background Music becomes very soft, fading.

The Paper Edit

Video Audio
1. CS of CPT Y CPT Y: Soldiers are the — are the heartbeat; that — they’re the pulse and they’re the tempo of that unit.
2. Semi-slow-motion soldiers in an early-morning training Heart beat
3. CS of CPT Y CPT Y: they’re the pulse and they’re the tempo of that unit.
4. Semi-slow-motion soldiers in an early-morning training Heart beat
5. CS of CPT Y CPT Y: And if that — that tends to skip a beat or tend to catch asthma, it’s going to show.
6. Semi-slow-motion soldiers in an early-morning training Heart beat
7. CS of CPT Z CPT Z: Well, there’s a stereotype that if you’re in the Army, that you’ve got to be a man, you’ve got to take care of your family. And you — you don’t — you don’t ask for help. You — you just drive through that wall and — and crush it.
8. MS of CPT Y CPT Y: Soldiers aren’t looking for a handout. They’re looking for, you know, ways that they can help themselves to be self-sufficient.
9. MS of CPT Z CPT Z: I think that’s part of the Army mentality; that you don’t want to ask for help. And I think, as Commanders, I think it’s important that we recognize those soldiers that need help and try to break that barrier.
10. CS of CPT Y CPT Y: Keeping that team healthy is — is most important.
11. MS of two soldiers partnering for an obstacle CPT Z: You’ve got to keep — keep them both mentally and physically healthy… like I said before, breaking through that barrier of, you know, “I’m a man. I’m in the Army. I don’t need help,” that’s the toughest part of keeping them mentally healthy.
12. MS of CPT Z CPT Z: Being there with the soldiers, going through their training with them, it’s — it’s so much easier to find out what — what’s going on mentally with them.
13. Soldier in uniform holding a photo of his family CPT Z: I’ve never seen a unit come together more than when a soldier or a soldier’s family needs help.
14. MS of CPT Y CPT Y: It’s also a domino effect. Once one soldier receives help, he’s willing to help another soldier. That’s the one thing I ask of every soldier.
15. Slow pan of a unit at attention CPT Y: I mean, once they receive help and once you’re able to help, you know, not only you want — you want to help someone else, but at the same time, that soldier is going to be willing to — to dedicate himself more to the Army.
16. Commander having a one-on-one talk with a soldier CPT Y: You have to be motivated. We actually, as Commanders, live for our soldiers as — as we do our own families… So we have to ensure that they have the basic necessities to keep them healthy, and that’s where it starts, with motivation.
17. MS of CPT Z CPT Z: Like CPT Y was talking about motivation, it’s a great motivator to know that you’re helping one of your soldiers.
18. Shot of family photo coming into focus CPT Z: Our chain of command really supports us, and there’s — there’s no such word as no when it comes to helping the family.
19. CS of CPT Z CPT Y: A soldier is no good without his family.
20. Soldiers returning home, hugging loved ones and one another at base CPT Y: The — the essence of family is — is not just, you know, mother, child, you know, husband, wife and — and their children, et cetera. You have so different — many different conglomerates of what we call family. And — and just being able to support that is — is great for us.
21. CS of CPT Y CPT Y: And it’s a grand scheme of taking care of each other, leaving no man behind and that your part is — your small part of the Army is taking care of your family.
22. Soldiers out of uniform socializing and laughing together CPT Z: And that saying, leave no man behind, it doesn’t just refer to when you’re on the battlefield. It refers to just as much when you’re back here at home station and your soldier needs help.
23. Soldiers returning to base, greeting one another with excitement CPT Y: That culture is one that it spreads and is — is — you’ll never read about it. You’ll never see it. There’s — there’s no science to it; it’s just a culture that once you put this uniform on, that you’re part of a family.
24. Soldiers in uniform, saluting their commanders CPT Y: We’re servants to our nation. We’re servants to our soldiers, and we’re servants to our unit.
25. WS of CPT Y and CAP Z CPT Z: So you ask how — how do we do it. Well, we have the support of our family at home, but our unit is a family. And when one of them is in trouble, we all come to their aid. And that’s how — that’s how we make sure everybody is taken care of.

Commercial Reverse-Engineering

Skittles “Bleachers”

Video Audio
1. WS of Billy and Darla under the bleachers Darla: You’re acting so funny.
2. CS of Darla Darla: What’s wrong, Billy?
3. MS of Billy with Skittles on his face, neck and arms, appearing embarrassed Billy: I-I-I should probably tell you, this isn’t just my complexion. My doctor says I have Skittles Pox.
4. CS of Darla Darla: Skittles Pox?
5. CS of Billy. Darla reaches out to pluck a Skittle from Billy’s cheek Skittle torn from the skin.
6. CS of Darla, happily chewing the Skittle.
7. MS of Darla, now with a few Skittles Pox of her own. She scratches the back of her neck as

Billy is visibly uncomfortable.

Darla: Are they contagious?

Billy: (nervously) I don’t think so.

8. Clear sky background with photo bag of Skittles, very fine print underneath. Text emerging from background: CONTRACT THE RAINBOW. TASTE THE RAINBOW. VO: CONTRACT THE RAINBOW. TASTE THE RAINBOW.

Skittles “Cloud”

 

Video Audio
1. MS of Betty following her leashed pet cloud, which is hovering a few feet above the ground. She stops to pet the cloud. Betty: Come on, that’s enough.

Betty: That’s a good cloud.

2. CS of Betty petting the cloud. Betty: (lovingly) There you go!
3. MS of Betty and the cloud. The cloud begins to rain Skittles, and Betty reaches down to catch some. Pelting as Skittles hit the sidewalk.
4. CS of Betty eating a handful of Skittles. George: Hey, little lady.
5. WS of Betty and the cloud as George approaches. The cloud has stopped raining Skittles.

George begins to pet the cloud.

George: Can I pet your cloud, please?

Betty: (reluctantly) Hm, okay.

George: It’s so soft and fluff-

6. MS of George. The cloud turns dark and restless. George raises his hands as if to surrender. George: Whoa..

The cloud rumbles.

7. MS of Betty, the cloud, and George. The cloud shakes and emits a lightning bolt that strikes George, who falls to the ground. George: Easy.

Rumbling and an electric shock noise as the lightning strikes George, who groans as he falls.

8. CS of Betty, who appears unapologetic. Betty: He doesn’t like to be touched there.
9. WS of Betty, the cloud (now white again), and a fried George (who is still on the ground).   Betty walks the cloud out of the shot. George eats some skittles he found on the ground. His shoe falls from the sky. Betty: Well, let’s go home, Freddy.

George: Mmm (eating Skittles)

Shoe hits the ground.

10. Clear sky background with animated rainbow and photo bag of Skittles. Text flies in from background: PET THE RAINBOW. TASTE THE RAINBOW. VO: PET THE RAINBOW. TASTE THE RAINBOW.

A Tale of Two Companies

Cleveland Vegan

Focus

Cleveland Vegan has asked for a branding video for their food services.

Issues

Cleveland Vegan is a small eatery that was opened in November by a local Lakewood couple. Being vegans themselves, the owners have always found it difficult to find places around town where they can actually enjoy a meal without inquiring its ingredients.  They decided to satisfy the needs of this niche market and thus created Cleveland Vegan.

The cafe offers organic, all natural, locally sourced, 100% vegan bites and beverages at surprisingly reasonable prices.  Vegan takes on everyday favorites fill the menu, including everything from brunch to dessert.  The cafe has a laid-back feel, with potted plants, rhythmic music, and eclectic yet sophisticated furnishings.  Local events are advertised on the board at the entrance, and vegan recipes are frequently shared.

Audience

Cleveland Vegan’s audience is somewhat self-explanatory, although the cafe’s target market extends beyond those who identify as true vegans.  Whether they are health-conscious or animal rights-conscious, customers go to Cleveland Vegan for quality nutrition without having to sacrifice flavor.

Customers in this market segment want to enjoy their food without feeling guilty about eating it.  Vegans and vegetarians have long expressed difficulty in finding restaurants that offer vegan-friendly options, and many times those options are less than appealing.  Mindful eaters are aware of the content in most restaurant food; these customers desire a food sanctuary where they know they will find just the right thing to nourish their bodies.

Content Points

The restaurant’s wide-ranging offering and its community involvement make it a local favorite.  It is unlike any other cafe in the area, and it is sure to be the first to jump on the newest health craze.  From chia seed lemon muffins to kale and matcha smoothies, Cleveland Vegan takes a holistic approach to health through food.

The brand does more than feed people, it fuels them.  Guilt does not come into play when dining at this cozy Lakewood vegan bistro.  Customers are doing their bodies, the community, and animals a favor by eating at Cleveland Vegan.  They are the heroes of this story.  Cleveland Vegan feeds the soul.

 

Pure Barre

Focus

Pure Barre has asked for a re-branding video. The brand will exist on the Pure Barre website, YouTube, and will be posted on social media.

Issues

Pure Barre is a boutique studio-style workout program that emanates from the strength training techniques utilized in ballet.  According to the “Story” section on the Pure Barre website, the first studio was started by a dancer and choreographer in the basement of an office building.

The Pure Barre technique originates from conditioning exercises used in ballet. Small movements and isometric holds strengthen from the core of the muscles and provide tone. A series of strategic stretches after each exercise lengthens the muscles and improves flexibility.

A negative of Pure Barre is the lack of distinction between a Pure Barre community and a Pure Barre cult. The brand appears exclusive in an elitist sense.

The Pure Barre brand is already well established, and it has been very successful since becoming a franchise in 2009.  However, there is still much room for improvement in the way the brand presents itself to its audience.

Audience

From primary research, it has been gathered that Pure Barre-goers are between the ages of 22 and 60 with 20- and 30-somethings being the dominant demographic. Though the studio welcomes both men and women, male attendees are quite few and far between.

Early morning classes (beginning at 6am) and evening classes (beginning at either 6pm or 7:30pm) are consistently more full than mid-day classes, suggesting that the majority of women in the class work during the week.  However, many (typically older) women attend sessions during regular working hours. Classes are relatively expensive, so the majority of participants are from higher-income households.

The attraction to this style of workout stems from the desire to shape and tone one’s body without fear of bulking.  An entire full-body workout is led by an instructor and fit perfectly into a single hour, perfect for a woman on-the-go.

 

Content Points

The technique is extremely low impact, and each movement requires a very small range of motion or an isometric hold.  In fact, participants normally complete a session without breaking a sweat, despite their muscles being thoroughly fatigued.

Pure Barre boasts that this fitness routine can change the shape of your body in record time.  The studio clearly defined Pure Barre as a lifestyle rather than just a workout.  Results are seen in as few as ten classes, but for best results it is recommended that one attend class multiple times per week.

Specials are offered periodically, but cost is a major deterrent for many who would otherwise be interested in participating.  Beyond the cost of the classes themselves, the front studio offers high-priced, name-brand apparel, and the product often flies off of the shelves.  This element has given Pure Barre a reputation of being rather exclusive.  It equates it to a sorority that some can’t rush because they can’t pay the dues.

Pure Barre as a brand is empowerment.  This is not your iron-pumping gym workout.  This is a beautiful, powerful, strengthening class that will change you from the outside in.   Pure Barre goers shape their bodies and their self-esteem with each and every class.  It’s a lifestyle.  It’s confidence.

Creatively Lacking Literality

Dreaming With Jeff

Website design service Squarespace released a commercial during the 2015 Super Bowl without ever showing a single webpage in the 30-second spot. The commercial is a single-shot ad featuring actor Jeff Bridges chanting “om” next to a sleeping couple. Bridges’ own website Dreaming with Jeff was built with Squarespace and features an album of soothing sounds meant to help people sleep. The bizarre ad was oddly entrancing and received critical praise. The creative decision to avoid showing an actual webpage in this instance was beneficial to the brand; the ad created much buzz and was considered by several media outlets to be the best ad of the Super Bowl. The ad suggests that whatever its content, Squarespace is the best website design service for the job. “Where ideas come to life.”

Monty the Penguin

Department store company John Lewis released a holiday ad last year that told the story of a young boy and his best friend, Monty the penguin. The animated penguin and his pal do everything together from playing games to watching movies. However, Monty finds himself wishing that he could find a penguin mate, and the boy sweetly wishes for this as his Christmas present. The conclusion of the video shows the boy, with a worn stuffed penguin in tow (Monty), opening an identical penguin that is meant to be Monty’s new love interest. We realize only at the very end of the video that it is the boy’s imagination that brings Monty to life. The story in this two-minute commercial was well received, and the only John Lewis product shown in the ad is in the final few seconds. This creative strategy allowed John Lewis to illustrate how their products bring joy to the holidays and beyond. Purchasing experiences is often more gratifying than purchasing material items, so for John Lewis to convey the idea that their products facilitate these meaningful experiences was a very smart decision. “More than a gift.”

Here’s to the Crazy Ones

Apple’s iconic Here’s to the Crazy Ones commercial features various forward-thinkers as a narrator uses words that society has used to describe them like “crazy,” “misfits,” and “troublemakers.” The empowering commercial encourages viewers to think differently, as Gandhi, Martin Luther King Jr., and Albert Einstein did in their time. The commercial shows no technology or products whatsoever, which may be one reason that the video has remained relevant for almost two decades. The ad was released in 1997, before Macs were part of the technological mainstream. The creative approach inspired consumers to take a chance on their next computer investment and switch to Mac. “Think different.”

Storytelling in Action

Dreaming With Jeff

Website design service Squarespace released a commercial during the 2015 Super Bowl without ever showing a single webpage in the 30-second spot. The commercial is a single-shot ad featuring actor Jeff Bridges chanting “om” next to a sleeping couple. Bridges’ own website Dreaming with Jeff was built with Squarespace and features an album of soothing sounds meant to help people sleep. The bizarre ad was oddly entrancing and received critical praise. The creative decision to avoid showing an actual webpage in this instance was beneficial to the brand; the ad created much buzz and was considered by several media outlets to be the best ad of the Super Bowl. The ad suggests that whatever its content, Squarespace is the best website design service for the job. “Where ideas come to life.”

Monty the Penguin

Department store company John Lewis released a holiday ad last year that told the story of a young boy and his best friend, Monty the penguin. The animated penguin and his pal do everything together from playing games to watching movies. However, Monty finds himself wishing that he could find a penguin mate, and the boy sweetly wishes for this as his Christmas present. The conclusion of the video shows the boy, with a worn stuffed penguin in tow (Monty), opening an identical penguin that is meant to be Monty’s new love interest. We realize only at the very end of the video that it is the boy’s imagination that brings Monty to life. The story in this two-minute commercial was well received, and the only John Lewis product shown in the ad is in the final few seconds. This creative strategy allowed John Lewis to illustrate how their products bring joy to the holidays and beyond. Purchasing experiences is often more gratifying than purchasing material items, so for John Lewis to convey the idea that their products facilitate these meaningful experiences was a very smart decision. “More than a gift.”

Here’s to the Crazy Ones

Apple’s iconic Here’s to the Crazy Ones commercial features various forward-thinkers as a narrator uses words that society has used to describe them like “crazy,” “misfits,” and “troublemakers.” The empowering commercial encourages viewers to think differently, as Gandhi, Martin Luther King Jr., and Albert Einstein did in their time. The commercial shows no technology or products whatsoever, which may be one reason that the video has remained relevant for almost two decades. The ad was released in 1997, before Macs were part of the technological mainstream. The creative approach inspired consumers to take a chance on their next computer investment and switch to Mac. “Think different.”