BRAND ANTHEM VIDEO
Director's Treatment
Written by: Taylor Robinson
The concept
When I think about anthem videos, I often times will envision that moment right before a college football game when the teams run out on the field. As the football team runs out on the field, they're usually lead by a big flag that bears their school's logo or mascot. This whole moment before the game happens for one reason and and one reason only: to get everyone jacked up about their team.
In the business world, your anthem video is that flag you run out on the field behind. Anthem videos get your employees, clients, and customers jacked, inspired, and unified behind your brand.
​
The following treatment is my vision for creating an AWESOME anthem video for Milo's Famous Tea.
​
Now here's your obligatory Alabama/Auburn photos to illustrate my point:
​
I propose we create an anthem video that dives into the WHY behind everything you're trying to accomplish with the business. From the few conversations I've already had with your team I already understand that your FOUR CORE values are quality, responsibility, integrity, and safety. We would let those four concepts be the four cornerstones of our project.
This video is about the places, people, and culture that defines Milo's Tea. You can use this to show to new employees, potential vendors, and even grass roots customers.
I'd like to sit down and interview all the important voices. We'd go and shoot all the important places. After we've captured all the content we need for a beautiful piece, we'd cut together a fast paced, inspiring video that everyone can be proud of for years to come.
​
Here's a couple of videos that are in this style that we've made recently:
​​
​
This video was specifically created as an HR piece, but SPOC ended up loving the overall message of it so much that they are also using it for marketing efforts.
Samford's McWhorter School of Pharmacy approached us about creating this short anthem piece for the entire industry of pharmacy.
This is a good ol' fashioned American Printing anthem video. This one doesn't have interviews (like I'm suggesting for your video) but it does give a good example of how we can really add a strong human element to an industry that might otherwise feel all industrial and factory driven.
This videos showcases how we can simply use interviews to really show the DNA behind what makes a company tick.
​
We fight very hard to make the subjects of our interviews look, and sound like rock stars. It takes a ton of practice, but we've perfected the art of doing a great interview. (So if you've got that one person who doesn't always do great on camera, we'll make them shine.)
This video will be evergreen. Keeping this video about the "why" behind your brand, and not diving too deep into the "wheres, whats, and hows" we'll create a video that in essence is evergreen. That you'll get lots of life out of for years to come. Your core values won't change in the next few years, so that's what this video will be about.
​
This video will be very versatile. A strong anthem video like this is the FIRST video asset I think every strong brand should have, if only because you can use it almost anywhere for anything. You can show a piece like this to new hires as part of the on-boarding process, you can show it to potential vendors, or even the end user. We will plan from the onset to create 3 or 4 different versions (a 3 minute version, a 60 second version, a 30 second version, and a 15 second version), that way depending on where you want to show it - you've always got something that fits.
​
The Ingredients
Just like making biscuits, what we do is simple, but it's not easy.
​
And just like biscuits, there are a few main ingredients to making an AWESOME anthem video, and we've mastered them all.
Storytelling
The one thing we pride ourselves on the most is being great storytellers. We do a lot of things well, but we want to be the BEST at storytelling. There's no need to go into much detail about "why" storytelling is important. We all get it. Heroes. Villains. Goals. Wants. Ups. Downs. Underdogs. Cinderellas. We've learned (and now teach) the elements of great storytelling, and we put them to work every single day. From the initial scripting to the final edit, story is our currency.
Attention to detail
They say the devil is in the details, well, "they" don't have a great process. Our whole process (see below) is designed so that we can pay close attention to all of the details. Great planning and great adaptability make for smooth productions.
​
Beautiful Visuals
Telling a story well AND making it visually beautiful is where the magic happens. We bring the highest level of production value to all of our shoots. We’ve become masters at stretching budget dollars as far as we can, while at the same time keeping the quality as high as possible. Milo's Tea is an industry leader in your field, and our cinematography and visual treatment will only help to support that claim. Here's some screen grabs from past projects:
​
​
​
​
​
​
​
​
​
​
​
​
​
​
​
Great Writing
Great scripting is the foundation to any successful video project that is designed to move an audience emotionally. We understand how to take big complicated ideas and/or processes and boil them down to the fewest, most-powerful words.
​
​
 |  |  |  |  |  |
|---|---|---|---|---|---|
 |  |  |  |  |  |
 |  |  |  |  |  |
 |  |
The process
One of our team's greatest strength's is found in the process we take ever client through while creating their videos. We want the process of making a video with us to be as good as, if not better, than the actual video we produce.
​
This kind of experience ONLY happens for our clients if we really take the time to listen and learn as much about their brand as possible BEFORE we start creating a production plan.
​
We are master storytellers. We know the rules behind great storytelling, and how to get people to respond. But as of right now, we don't know the story as well as you do. Therefore our process would begin with us sitting down and guiding your team through a brainstorm session that helps us all see the big picture AND what you want to accomplish with this video.
​
Basically, we try to listen a lot more than we talk at the beginning. That way we really know where the bullseye is.
​
Once we know where the bullseye is...you can sit back and relax as we knock your vision out of the park. We are a full, turn-key production studio. We write, produce, shoot, edit, and deliver everything. You won't have to deal with all the details, unless you want to of corse.
Thanks for your time
From our previous conversations, I believe your team would agree, that the Milo's Tea brand would benefit greatly from having a strong brand anthem video. And I believe our team is uniquely positioned to step in and knock this project out of the park for you.
If you have any questions, please don’t hesitate to reach out to either me or our producer, Audra Whaley. And if you'd like to see more of our work, please let us know and we'll send it over.
​
Thanks again,
​
​
​
​
​
​
Taylor Robinson
205.215.9288
​
Audra Whaley
940.395.1330
​
