2018 CAMPAIGn
VIDEO PRODUCTION
PROJECT OVERVIEW
We’re going to kill eight birds with one stone.
Congressman Palmer is a straight forward, no frills kind of guy. He’s already proven himself a true statesmen, with accolades coming in from all over the country. With his reelection coming up, Palmer is positioned to hold firm inside of the great name and reputation he and his staff have already earned.
We’re going to create a simple, yet crystal clear set of commercials that keep Congressman Palmer and his commitment to The State of Alabama at the forefront of the electorate’s mind. And, we’re going to do it in a way that is tasteful, respectful, and 100% Gary.
When production is complete Palmer’s campaign will have in it’s arsenal two 30 second broadcast TV spots, two additional 60-90 second testimonial spots, incredible still photography, and a ton of GREAT raw footage that they can dip back into for future projects or campaigns.
CREATIVE BRIEF
At Six Foot Five we specialize in telling true, personal stories. We’ve done it for multiple clients all over the world. We’re a lean-mean production team that has a streamlined documentary style process. We push hard. We fight for the best. And we never overcomplicate. Our work is poignant, beautiful, and as close to the bulls-eye as possible.
For the Palmer campaign, we’re going to come at it as if we’re shooting a cinematic documentary. We’ll schedule our shoot around Congressman Palmer’s already busy schedule. We want to capture him in real places, with real people, doing real things. An approach like this will ensure we paint Palmer in his truest light.
Our team at Six Foot Five will do our due diligence for each location that we’re going to shoot in. We want these spots to be real AND beautiful. And in order to ensure that our spots are beautiful, we’ll have to do some good planning an prep for each location.
This will be unlike your typical political commercials, where everything feels canned, staged, and somewhat forced. Our goal at every shoot location will be to put Palmer in situations where he can just do his thing…and we’ll shoot around it.
DELIVERABLES
DELIVERABLES
We’ve worked with Holly and her team to determine our two main target audiences, and we’ve designed a final deliverables list based on those audiences.
AUDIENCE ONE - RURAL, SMALL-TOWN ALABAMA
We’ll spend some time in multiple locations all over Alabama’s 6th Congressional District that are considered rural/small town areas. We’ll be looking for landmarks and imagery that are very recognizable. Our goal is to have footage of Congressman Palmer in each county he represents. Walking with farmers through their fields. Celebrating the peaches during Chilton County’s Peach Festival. We want the viewers who see these spots from these areas to really get a home-town feel from these commercials. Our plan is to interview at least one person from one of these areas, and capture them talking about why they are voting for Palmer. Each
We’ll initially create 2 spots from this footage.
- RURAL TV SPOT - 30 seconds - This spot will feature Palmer in as many of these recognizable rural areas. Shaking hands. Listening. Talking to a crowd. Walking through the rows of a cotton farm. Picking peaches. Playing with a child. Looking at a work site. Etc. The footage will focus on showing Palmer in locations that are very relatable to this demographic. We’ll also work hard to make sure in every single location Palmer is interacting with people.
- RURAL Social Media Spot - 60 seconds - Similar to the above rural broadcast spot, this video will focus on singing the many accolades of Gary Palmer. Except in this video we will also hear a testimonial from a very relatable rural business owner (we’ll call him Farmer Joe). We’ll interview Farmer Joe, and get him to clearly spell out how and why they are voting for Gary Palmer.
This video will be peppered with footage of Palmer in rural areas of all six counties in his district. In addition, we’ll spend some good time shooting footage of Palmer interacting with Farmer Joe, his business, and his family. That way, when the audience is listening to Farmer Joe talk about farmer there will be no doubt in their minds that he is a real farmer, with real concerns that Palmer is helping him through.
This audience will see Gary as a man of industry, a forward thinker, defender of the small business owner, and an advocate for our Great State, and able to go toe-to-toe with any big dog that Washington might throw at him.
Just like our rural spot, we want this audience to see Palmer in locations that look like the places where they live, go to church, work, and play. Railroad Park. Veteran’s Park. Downtown Gardendale. Etc.
- URBAN TV SPOT - 30 Seconds - This spot will feature Palmer in as many of these recognizable urban areas as we can shoot. In a discussion with the skyline behind him. Walking on the street with a few young professionals under a tall downtown building. Walking the isles of a farmer’s marketing in a very urban setting. Talking with doctors inside a HUGE hospital lobby at UAB. Etc. We don’t just want him pointing and looking around, we want to set up situations where he is interacting with real people.
- URBAN Social Media Spot - 60 seconds - Again, just like the above urban TV spot, this video will focus showing Palmer and among people from this urban demographic. However, this video will ALSO feature a testimonial interview from a business owner who is working and living inside this demographic (we’ll call him Chef Steve). We’ll interview Chef Steve, and hear all about why he’s a Gary Palmer supporter.
Just like it’s broadcast counterpart, this video will be peppered with footage of Palmer in multiple locations and situations that are relatable to our urban audience. And we’ll spend some good time shooting footage of Palmer and Chef Steve interacting in Steve’s place of business. So, as we’re hearing from Chef Steve we’ll be seeing Palmer interacting with him inside his place of business.
AUDIENCE TWO - URBAN, BIG-CITY ALABAMA
THE VOICE OVER SCRIPT
The voice over for both broadcast spots will probably be very similar, if not identical. We want to drive home the fact that Palmer IS doing a great job, and that he’s not just another politician hoping to get re-re-re-elected.
A nice, warm, powerful voice over will guide us through the spot. The voiceover will be matched with a few possible visual graphics that drive home some of the most important facts.
The VO will focus on Palmer’s achievements.
Below is an example script for the VO.
Congressman Gary Palmer has proven himself the right representative for Alabama.
While working with the Trump administration to focus on tax reform and roll back unnecessary regulations, Palmer received the U.S. Chamber’s “Spirit of Enterprise Award” for his support of pro-growth policies. He was named “Taxpayer Super Hero” by the Council for Citizens Against Government Waste. And the Foundation for Government Accountability named him Congressman of the Year for his commitment to reform healthcare.
And he co-sponsored bill that protects unborn children from abortion 20 weeks after conception.
Gary Palmer - Authentic Leadership Serving Alabama
RAW STILL PHOTOGRAPHY
All along the way, we are going to have a professional photographer in tow with us. From time to time at each location with Gary, he will step in and take great still photography as we are shooting our video footage. After our shoot is over, all of the photography will be processed and prepped, then handed over to you. The campaign can use these photos however they choose.
This is a win - win situation cause you’ll get great, versatile photography that can work for you anywhere you need it to…in addition all the photography will resemble and match the video campaign footage.
RAW VIDEO FOOTAGE
In order to create the four video deliverables we have listed above, we’re going to have to shoot the lights out. One great thing about shooting in this documentary style is that you come away with a TON of great footage, some of which we won’t be able to use in our short 30-60 second spots. When we’re finished with all of the post-production, we’ll hand over a hard drive that has all of our footage (b-roll, interviews, cinematic stuff) for you to use at a later date. We’ll also archive it all on our end, incase we need it.
Obviously, there’s a great deal that you can do with this RAW footage. Future campaigns. Other videos. Supplementary content. Etc.
FINALLY
We want to knock this production out of the park for you. In addition, we want these spots and all of the RAW assets to be something you need and can really use.
Take the above write-up as a peek into our vision for the project, but know we're great team players and will be happy to alter anything to make it fit your needs perfectly.
If you have any questions or concerns about all of this, feel free to email or call me or our producer Audra.
Thanks again!
Taylor Robinson
Audra Whaley
844-749-3668
Here's a few still grabs from our previous productions
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