Video Campaign Development Speaker: Shahab ZargariAgency: Assurance Advertising

Who am I?What exactly am I doing here in front of you?

Over ten years of experience in Social Media.

Over fifteen years in Advertising, design and video production.

Creator of “Mahtab’s Big Kid Cooking Show”!

Most recent achievement: Luxor Las Vegas “the Comeback Kid video” – concept, script, production.

Two Months after the premiere of the Comeback Kid commercial, Kayak searches for the hotel topped every other local hotel, even the newly opened giants on the corner of Harmon and Las Vegas Blvd, according to a June 2011 article by Vegas INC. While we can’t take all the credit for this spike in Vegas tourism (people are spending more now in 2011 than they have in the past few years, and Las Vegas having lower room rates than any other city on Orbitz.com right now), we’d like to think that the video helped nudge things in the right direction. Especially for the city whose past few summers have felt relatively slow and for a hotel has has yet to do any new renovations to their rooms.

What makes a great video?

Don’t be shy.

Call out your ideas.

What makes a great video?

What makes a great video?

Storyline.

What makes a great video?

Storyline.

Creativity.

What makes a great video?

Storyline.

Creativity.

Budget.

What makes a great video?

Storyline.

Creativity.

Budget—no wait. Not this one.

What makes a great video?

Storyline.

Creativity.

Budget—no wait. Not this one.

Youtube/Vimeo don’t make videos viral. The video content does.

Audi “Vs. Old Luxury”

A storyline makes the commercial memorable

Motorola Xoom “Empower the People”

“Chase Film” IntelThe band OK GO. The Old Spice Guy. Anyone know about these Youtube sensations?

Take the creative OOMPH and meticulous choreography of those videos and couple it with fantastic story telling (a storyline that makes you care about and believe in characters embodied within the 90+ second spot) and you’ve got yourself one hell of a video.

Not only do the “Bad Guys” chase the main character through Prague, they also chase her through iTunes, Youtube, Google Earth, Flickr, Microsoft Office, Adobe Creative Suite, Super Nintendo-style video games…just to name a few.

Next time you think about making a commercial for TV or simply for online consumption, remember this video and the way you react to it.

“Chase Film” Intel

“The Force” VW

“The Force” VWWhy does this commercial work?

Is it the fact that the acting of the little boy is so believable?

Is it the fact that they have the boy walking around in a Star Wars costume?

Is it the fact that they licensed the lightsaber noise and Darth Vader theme?

No. In fact it’s none of these.

The commercial works because there is a story presented in less than a minute. The story is what makes the Star Wars fans giggle with glee, the parents tear up at the end and everyone else remember the commercial even after seeing it only once.

Art & Copy

Documentary: Official Selection Sundance Festival

This film lets you see the process agencies undertake to get a campaign going. Everything from idea creation to the journey of creating approved billboards and TV ads.

Art & Copy

So you want to make a video for your brand?

KEY TAKEAWAYS!

Never forget the importance of clever, responsible and creative advertising campaigns that inspire rather than numb audiences.

“I guess I understand why people trash advertising. Because a lot of advertising is trash. You can do so much more.” So then do it. Get creative, and get inside the hearts of your target market.

Small budget should not equal small ideas or zero storyline. Do you or your team really want what budget you do have to be wasted on a production with no value to your brand voice and recognition?

Google’s 2010 Superbowl Ad

@assuranceagency

www.assuranceadvertising.com