Telling a Story That Motivates On the Web

DEADLINES

  1. Step one: Concept_statement_template due (in class and in your student folder), due Sept. 8
  2. Step two: Storyboards and script, due Sept. 17
  3. Step three: Work on films in labs weeks of Sept. 22 & 29
  4. Step four: Web design specification and wireframe, due Oct. 6
  5. Step five: Present your completed campaign, Oct. 6 & Oct. 8 (Due Oct. 6 for everyone)
  6. * Confidential team evaluation form, due by Oct. 6 , email to class I.A.

What Are You Going To Do?

This first project has two objectives:

  • You will work with your team to create an original public service campaign consisting of three 40-second spots.
  • You will integrate your team’s public service announcements into a web architecture that will help the mission of your campaign.

To prepare for this project, read:

  • Handout articles
  • Bare Bones book
  • Self-guided web research

What’s the Objective of the Project?

Assume an original non-profit company hires your team to create a campaign of public service announcements that will persuade people to change their behavior. Your team will agree on a campaign concept that each of three 40 second short films express.  Remember you are creating an ecosystem to help get your message out there, each piece must fit together and at the same time stand by itself.

  • Your spots can include still photographs, video, music, graphics and sound effects. No narration.
  • You will edit and mix your images and sound in Final Cut X.
  • You will produce a web page and accompanying functionality document
  • Note that at least 90 percent of your spots must be made from original material that you capture/create.

Choose Your Topic:

  • Pro-Gun Control or Anti-Gun Control
  • Pro-Gay Marriage or Anti-Gay-Marriage
  • Pro Marijuana Legalization or Anti-Marijuana Legalization
  • Pro-Choice or Pro-Life
  • Climate Change or Climate Change Skeptic
  • Pro-Fracking or Anti-Fracking
  • Free Speech or Censorship
  • Privacy or Security (think on that one!)
  • Got passion? Use it and present your alternate idea for approval.

 

Websites & Resources

Adcouncil is a great source of inspiration. There are multiple campaigns to examine that will hopefully spark up some ideas.

STEP ONE: CONCEPT STATEMENT, DUE IN CLASS AND ON SERVER(10 points)

Each of you will write a concept statement for this campaign based on one of the organizations (see above) that interest you. You must use the concept statement template that is Concept Statement Example PDF.

Your concept statement must include:

  1. A log line that succinctly sums up your concept.
  2. A concise description of your target audience
  3. The name of the organization and the objective(s) of the campaign you are producing. For example: “The Salvation Army seeks to increase awareness and financial support for their new ‘work here/live here’ initiative.”
  4. One well-written paragraph that describes your idea/concept. This should cover the goal of the campaign (increase awareness, encourage people to contribute, increase membership, etc.) and what you expect anyone who watches it to understand or experience. Why do you think your concept will meet the campaign’s objectives?
  5. A concise description of the website; if your site was a person how might you describe them?
  6. How you will use social media and gorilla marketing tactics.
In class you will pitch your concept to the other members of your team. The team will then choose one of the concepts as the basis for the campaign’s three spots.
It is highly recommended that each member of your team would produce a different PSA for your chosen organization. However, they all must form a cohesive campaign.
For Example: if you were to choose an environmental issue, one member of your group would do a video on the human impact, another would do the environmental impact and another would do society’s impact.

 

STEP TWO: STORYBOARDS AND SCRIPT DUE ON SERVER

Each member of the team will write a split-page script and storyboards (Download Supporting Materials ) that indicate the images and sounds you will use to create one of the spots in the campaign the team has agreed upon.

 

STEP THREE: GATHER, EDIT AND MIX YOUR IMAGES AND SOUND ASSETS, IN LAB THE WEEKS

You will use your lab time during these weeks to finish gathering the audio and video assets for the teams’ three spots and edit them.

Your individual video will be evaluated on the following criteria:

  • Is the finished film true to your script?
  • Is the finished film of a high enough quality to persuade the campaign’s audience to respond to its appeal?
  • Do the shot compositions support and complement the story?
  • Does the sound design support and complement the story?
  • Does the editing create a sense of pace/rhythm that helps tell the story?
  • Do the graphics (titles, credits, etc.) complement and support the story?
  • Did you control all aspects of the visual language to complement and support the story?
  • Did you get a release form signed by each person that appears in your PSA (located in the project download folder)?

 

STEP FOUR: WEB DESIGN FUNCTIONALITY AND WIREFRAME DOCUMENTS ON THE SERVER AS A .PDF DUE

(10 points)

Your team will have decided on a campaign (see step one) and now you will design a web site that reflects the themes and objectives of your campaign. Websites are about presenting information in an appropriate way that speaks to your target audience. They are also about order and representing your brand.

Whats Due

  • You will write a functionality document describing, you guessed it, the way every aspect of the site functions (on the class server)
  • You will create a wireframe prototype of this web site in lab using Photoshop.

The design specification includes:

  • The name/log line of your campaign.
  • Short description of what will make it compelling and complement the objectives of the campaign.
  • Color palette you will use.
  • Font(s) you will use.
  • Images you will use.
  • Navigation icons you will use.
  • The size of each element of the site.
  • Detailed description of functionality such as slideshows, menus and anything else the user interacts with.
  • See the Apart From War example in the project package (on the class server)

Your team’s website will be evaluated on the following criteria:

  • Did you use the provided 1140 grid template
  • Did you design within the grid ?
  • Is the website professional looking?
  • Does the website take advantage of graphics, text, interactivity?
  • Is the navigation on the site intuitive and consistent?
  • Does the site reflect the identity and objectives of your campaign?
  • Do the graphics (titles, navigation icons, menus, etc.) complement and support the various elements of the site?
  • Is the functionality document detailed?
  • Did the production team work collaboratively and professionally?

 

STEP FIVE: PRESENT YOUR COMPLETED WEB CAMPAIGN DESIGN AND VIDEO IN CLASS (40 points)

  • Be prepared to present your web design and PSA’s in class
  • When you are finished with your projects please post them to the PSA folder in the class folder on the server.  Do not post your final videos within your keynote presentation of your web site, use a poster frame instead.
  • Please post your video separately within your project folder, labeled as such:
    • yourlastname-psaproject.mov.
  • Please name your project folder: student1lastname-student2lastname-student3lastname-PSAProject
  • Each member of the team will fill out a confidential team evaluation form.
    • This form is available in the project supporting docs download folder.
    • Please label the peer evaluation the following: yourlastname-PSA-peer.pdf in the dropbox or as described by the professor.