Hailey Sanders - Step 4

TITLE: University (name will be chosen later)

LENGTH: 3~5 min

WRITER: Hailey Sanders

University is a commercial created to spread the word about the University while simultaneously bringing awareness to the gradual decay of individualism in society. It has become so easy to customize oneself overnight that identities and individuality are becoming a thing of the past. 

The style will be simplified vectors combined with kinetic typography; as the narrator speaks, his words will pop up on the screen in an artistic fashion. The presentation will be very clean and minimalistic.

The narrator is like a motivation speaker, sending the message of individuality to the audience. The commercial starts out by reminiscing about the past, showing people with their unique identifying characteristics, whether it be colorful hair or an uncommon clothing style. The people are extremely simplified, similar to the people shown in bathroom signs. Their articles of clothing and hair, etc. are simplified and minimalistic as well.

“It used to be so easy to stand out. Look at this group of people. This person stands out because of their unique hair color, and this person over here stands out because of their fashion choice. It was easy to have an identity and to separate yourself from the masses.”

“Fast forward 100 years and we find ourselves in the present.” A person is shown wearing flashy garments and they have a ridiculous hair style, along with many other flashy accessories. “This person on their own would stand out absolutely no problem 100 years ago.”

The camera pans out to show a lot of people, of not necessarily similar style, but they are just as exquisite and “unique”. “It’s difficult to pick out our person from the others, as we are now looking at a conglomerations of overwhelming style and so-called ‘individuality’.”

The camera pans out until the screen is full of people, then it fades to black.

“Let’s find out way back to our original person. Let’s find our way back to you, In a society so bent on making themselves seen, how can you stand out? How can you be so different that when an employers sees you they see individuality? How can we make an employers say ‘now there’s someone who goes against the current. There’s someone SPECIAL!’? A degree from University sets you apart from everyone. Our degree says ‘I am a smart and capable individual who is ready to make a name for myself.’ Choose from a wide variety of degrees that cater to your specific tastes and will impress the job market. Visit our website at www.university.edu or calls us at (insert catchy punny phone number). Stop blending in with the crowd and make a name for yourself today!”

While the narrator is speaking, the kinetic typography is in action, drawing the viewer in with motion blurs and bright colors, but is still simple. The commercial ends with a black screen donning the University logo and their information. In the background an upbeat, instrumental song is playing, enough to give the commercial a less boring feel without overpowering the speaker and becoming the main attraction.

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