For this piece I wanted to try my hand at creating a proposal for a 30 sec commercial and take it through the concept frame stage. Below is a proposal to get Red Sox fans to come out to Opening Day at Fenway Park.
The Red Sox is owned by Fenway Sports Group. The Principal Owner is John Henry and other owners are Tom Werner and Larry Lucchino. The General Manager is Ben Charington.
About the Red Sox
The Red Sox is a Major League Baseball team in Boston. They have won 8 World Series Titles and are one of the American League’s eight charter franchises. Veteran players are David Ortiz and Dustin Pedroia. New players to the organization are Hanley Ramírez and Pablo Sandoval. Rising Stars are Mookie Betts and Jackie Bradley, Jr. They won the World Series in 2013 and finished last in 2014. Fenway Park is the oldest park in baseball. Red Sox have the record for most consecutive sold out home games at Fenway Park.
The purpose of the advertisement is to sell tickets to the home games and to get people to watch games on television especially for away games. A secondary purpose to use name recognition to sell merchandise such as hats, jerseys and memorabilia.
Confident, Nostalgic, Fun and Motivated
The audience for the advertisement is Red Sox fans, baseball fans and tourists of Boston. Age Demographic wanted is 18 to 35 year olds who are watching NFL and NBA instead. Though 35 to 65 year olds are still more likely to watch, retention is needed. This can be achieved by mentioning Red Sox legends and ballpark.
Come out to support the Red Sox at Fenway Park. Where you can see the rising stars and veterans out to prove last year’s bad season was just a fluke. Fenway Park is baseball’s oldest ballpark
I plan to employ the team’s colors of red, white and grey. Red can be used for background while grey and white can be used for text. In order to add texture to the red background and out of focus crowd shot can be used. I want to incorporate footage of players making amazing catches, clutch hit along with shots of the iconic ballpark. To combine the footage with the background a feathered mask can be applied. To make the text visually interesting, kinetic type can be utilized.
Video: Ortiz running around the bases
Text: “Come to support the Red Sox” appears on the screen
Animation: Each word scales and alphas on to reveal.
VO: Come out to support the Red Sox at Fenway Park.
Video: Pedroia stops a line drive from going into the infield, gets up and throws to first base in time to get the runner
Text: “See Rising Stars and Veterans” appears on the screen.
Animation: Each word rises up and hits their mark by the time pedroia catches the ball and throws to first.
VO: Where you can see the rising stars and veterans
Video: Buchholtz hangs his head in shame from last year
Text: “Ready to prove last year was a fluke” appears on the screen
Animation: Each word in the phrase push out left from the behind a mask.
VO: out to prove last year’s bad season was just a fluke.
Video: A panning shot of the Green Monster
Text: “in the League’s oldest ballpark” appears on the screen.
Animation: Text zooms in as the camera pans.
VO: Come out to Fenway Park, the league’s oldest and most historic ballpark
Video: A crane shot of the Fenway Park of the first pitch from the perspective of home plate
Text: “Come to Opening Day on April 13th” appears on the screen
Animation: Text becomes bigger as a whole while Opening Day doubles in size.
VO: and support the Red Sox. Opening Day is April 13th, 2015.