04/06

Product + Lifestyle Ad

 

Writing

 

2019

starbucks
Lifestyle Ad Writing Example Look Page
INTRO

Starbucks Bottled Frappuccino.

Instantly iconic, even as a graphic silhouette.

 

And that’s awesome, because it frees us up to be creatively adventurous.

 

It dares us to have fun with it and to get playful in the ways we connect the bottle’s form to the different ingredients, the flavors, and people that enjoy it.

 

That’s the key. These films need to feel fresh and unique, and we do that by surprising and delighting the audience…many times over.

 

Thanks for thinking of me for this project. I feel like if it were possible to blend and bottle all of my design and film work over the years, it’d taste a lot like the ingredients in this campaign.

 

I love directing exciting talent-driven live action and lifestyle, just like I love bringing soul to photo-real CGI and visual effects. Same with stop-motion, hand-drawn animation, and crave-able product cinematography. I dig it all.

 

And here we get to mix them all together to create a suite of films that are:

 

Fun, Fashionable, Lighthearted, Confident, Distinctive, Bold, Iconic, Premium, Minimal and Striking.

 

Seems perfectly aligned.

 

This project also feels like a great fit with our approach to filmmaking here at POST + PRODUCTION COMPANY X. We love keeping the entire process collaborative and inter-connected - from production through post. That methodology will be a real bonus in terms of creating an exciting and cohesive tone.

APPROACH

Balance is everything.

 

We know we want a fast-moving pace, cutting less than every 2 seconds. That calls for a thoughtful methodology and rigorous pre-visualization.

 

Our plan is to shoot one action-packed 12-hour location day for our lifestyle vignettes.

 

Then another 12-hour studio day. Here we shoot on a green screen stage with TWO units. One focuses on food and graphic elements. The other captures lifestyle vignettes.

 

There are four distinct elements, each occupying roughly the same amount of screen time.

 

FOOD + INGREDIENTS:

Beautiful ingredients – mocha, almonds, caramel, vanilla, chocolate, coffee -  always with hypnotic movement and interesting ways of evoking the shape of the bottle.

 

GREEN SCREEN:

In-studio, we will shoot using 2 separate units. This one captures talent on green-screen, allowing us to comp the background in. This can include activities like jumping in the lake.

 

LIFE STYLE & STOCK:

For this shoot day, we’re following interesting characters on location, creating the bottle alignment with the help of additional CG and matte painting.

 

GRAPHIC:

This is where we create a wide range of hip graphics and looks using 3D, 2D, and hand-crafted animation styles.

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starbucks
Lifestyle Ad Writing Example Look Page
INTRO APPROACH
04/06
starbucks
Lifestyle Ad Writing Example Look Page
INTRO APPROACH
Who is the Best Treatment Writer in Los Angeles?
04/06
starbucks
Lifestyle Ad Writing Example Look Page
INTRO APPROACH
Who is the Best Treatment Writer in Los Angeles?
starbucks
04/06
Lifestyle Ad Writing Example Look Page
INTRO APPROACH
Best Treatment Writer Los Angeles Sample
Best Treatment Writer Los Angeles Sample Page
Who is the Best Treatment Writer in Los Angeles?
starbucks
04/06
Lifestyle Ad Writing Example Look Page
INTRO APPROACH
Best Treatment Writer Los Angeles Sample
Best Treatment Writer Los Angeles Sample Page
Who is the Best Treatment Writer in Los Angeles?
starbucks
04/06
Lifestyle Ad Writing Example Look Page
INTRO APPROACH