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Concepts Video Productions: “Deadly Scorpion” for Drug Free NJ

Up until now, Creative Director Collette Liantonio thought the most challenging animal to film was the cat.  Cats don’t listen!  But then our company was challenged to brainstorm an original concept for the 2023 anti-opioid campaign for Partnership for Drug Free NJ. 

What is the most terrifying, venom filled creature that is the perfect metaphor for the toxins in the killer opioid Fentanyl?… A deadly Scorpion! Drug Free NJ’s mission is to educate and get everyone talking about the dangers of opioids. The NJ creative team at Concepts Video Productions developed a “killer” concept certain to attention of parents and children alike. We knew our message would get eyeballs on TV, social media, highway rest stop kiosks, mass transit signage, in classrooms and on a Times Square billboard. 

“A scorpion’s sting can kill your kid. Fentanyl can kill all the kids in your neighborhood.” 

Where did we find our “star”, the Scorpion?  Executive VP Jon Calderaro had lived in Costa Rica where scorpions abound, but our budget limited us to the environs of NJ, so he and producer Marissa Ciancitto scouted NJ Exotic Pets in Lodi, NJ, where they found an abundance of scorpions and other venomous creatures. 

Stock footage was not an option given the need for movement following the riveting storyboard created by Art Director Scott English. Thanks to the superb skills of scorpion handlers Megan Betracca and Salvador Galdamez, we were able to film a large scorpion on a white cyc and green screen in the Exotic Pet store. While the scorpion was initially shy, we like to think it warmed up with our DP David Kaptein’s jokes. Soon the scorpion was creeping our greenscreen runway just like a true movie star.

Senior Editor James Nolan and our Post-Production team started Pre-Viz. While we had some success with Blender animation renders, we determined there’s nothing like the real movement of a scorpion.  Their unexpected movement leaves you on the edge of your seat. Our post-production team was able to “cut out” the scorpion and graphically superimpose it on the tombstones containing the likenesses of the young opioid victims of the deadly toxin Fentanyl.  

To pick the right scorpion performance, it meant leaving a treasure trove on the cutting room floor. These predatory arachnids are fascinating and deserve a long-form show. For VFX Compositing we employed the Maxon and Adobe Suites to light wrap the scorpion in the cemetery environment.  Although the topic is heavy, creating scenes from scratch is a post-production pleasure. 

The percentage of overdose deaths due to fentanyl is alarming. No one should lose a loved one to this. We wanted to make sure we hammered this home. The scorpion embodies the scary public health emergency, fentanyl, and we connect it to the somber imagery of teen gravestones. 

Between the detailed filming in an exotic pet store and the remote location of the Boonton cemetery, it was a most intense experience.  Given the lifesaving message, it’s one of the most gratifying ones. We sincerely hope this video can prompt discussion and raise awareness about the danger of fentanyl. 

CLICK TO WATCH CAMPAIGN

www.conceptstv.com | 973-331-1500 | jonc@conceptstv.com

Concepts Video Productions | 90 East Halsey Road, Suite 105, Parsippany, NJ 07054

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The Convergence of Digital Marketing & TV

Video and digital marketing has exploded over the past few years. As brands attempt to reach various demographics, video advertising on all video platforms is key to sales. 

It’s critical for your company to create video assets that perform well on all social media platforms. In the digital world, peers' recommendations are trusted more than celebrities; user generated testimonials have proven to be extremely effective.   

Consumers identify with the real users. User generated testimonials give the consumer honest, unfiltered feedback from peers who share personal experiences and opinions. 

The challenge is to create professional video content with a limited budget. If you’re a brand that markets primarily on digital platforms and are planning for a future TV campaign, you may already have great content for a successful TV commercial. User generated content and social media testimonials often convert into perfect assets when launching a TV commercial. Using these sound bites and/or visuals alongside professional video content will add compelling credibility for your audience. 

Seamlessly blending these video assets is not an easy task to do. It’s important to have the right team of video producers who understand the requirements of the individual platforms to produce your digital marketing needs.  

 

www.conceptstv.com | 973-331-1500 | jonc@conceptstv.com

Concepts Video Productions | 90 East Halsey Road, Suite 105, Parsippany, NJ 07054

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SCRIPT OR STORYBOARD?

I am a seasoned commercial TV copywriter with thousands of scripts to my credit. I am also a fervent believer that a well written script is a crucial element necessary when creating TV commercials. However, the saying, “a picture is worth a thousand words,” is very true. No matter how well written a script may be, the storyboard serves as a much better blueprint for understanding visual content.  

The layout of a commercial script typically appears as two columns. The audio dialogue or voiceover appears in one column and the visual descriptions, graphics and logos appear in the second column. A detailed script may also include music cues, sound effects, descriptions of animation, text graphics of salient features, prices, ordering information and director’s notes such as CU (close-up), MS (medium shot), WS (wide shot), Zoom In or Zoom Out. The timing of the script should adhere to the varying media buy lengths, such as 60, 30, 15 or 10 seconds.  

However, as detailed as any commercial script may be, it is subject to individual interpretation. Since many persons find it impossible to "visualize", the written script is often subject to misinterpretation.  

A good, detailed storyboard can avoid many issues that occur during the pre-production process. Graphic treatments, supers, logos, and animations are more easily understood. Colors come alive. The proposed wardrobe, props, sets, and talent can be illustrated and agreed upon prior to filming. A great storyboard will save time and money and help create a more cohesive team effort.  

In conclusion, storyboards can help the marketing and creative teams agree on the direction of the creative approach and visual details. Surprises can be exciting but are very expensive when creating visual content.

Collette Liantonio

90 East Halsey Rd, Suite 105, Parsippany, NJ, 07054 

conceptstv.com | jonc@conceptstv.com | 973-331-1500 

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The TV Renaissance

As Geoffrey A. Fowler of the Wall Street Journal said, we are going through a television renaissance right now. Channels are blurred, shows are binge-watched, and streaming is king. Hulu has been around for a few years now, but they’re about to shake up the market again with their Live TV.

Too Many Choices

In the digital age, choosing a TV station is a lot like trying to find a quality piece of clothing in H&M; it’s in there, but you may not have the patience to find it. Fowler continues, ‚“Hulu isn’t the only service to recognize we need fewer choices, not more. YouTube TV, the Google live service that launched last month, puts search, trending shows and personalized suggestions front and center. Sling TV’s home screen has evolved to include the stuff you watch most. Even Comcast is leading traditional cable companies to adapt with a new X1 cable box that offers 'for you’ recommendations, plus a voice-commanded remote.”

night-television-tv-theme-machines

Advertising During the Renaissance

With the shift to streaming and digital content, advertisers have an opportunity: adapt and advertise on various platforms. For example, big brands like Johnson & Johnson and AT&T have advertised on YouTube. If a brand is looking to advertise on Hulu, they can opt into choice-based ads where the viewer has the choice of what type of ads to see. If you’re a pharmaceutical company or car company, this is key for targeted marketing. Another benefit of advertising on Hulu is the direct click through for users to purchase a product instantly. Unlike the days of traditional TV commercials, this gives customers and advertisers the ability for instant transactions.

Sources: https://www.wsj.com/articles/the-new-hulu-looks-a-lot-like-the-future-of-tv-1494433910

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