One LIFE CHANGED
Video Campaign Treatment by: Taylor Robinson
Greetings!
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Glad you're here.
I created this web page to help explain our (Six Foot Five's) vision for a video campaign for Lifeline. Show, don't tell, right? Bear with me.
For quite a few years I've wanted to pitch an idea like this to Lifeline, and now I'm ready.
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So what's the idea?
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Let's use the art form of "film/video" to do the one thing it's the best at...telling stories of redemption that deliver a big emotional punch.
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This campaign isn't going to teach, inform, list, sell, ask, or describe anything...it's just going to tell Lifeline's incredible stories very well. Your audience is smart. They can fill in the gaps.
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First things first - here are a couple of videos we wrote/directed/edited in the recent past that are in this exact same lane. Start by watching these...then read on and see how we'll accomplish something similar for you guys.
One Girl Can - Compassion International
Hope changes everything - big oak ranch
Narrative approach
At Six Foot Five, we are fascinated with storytelling. How it works. Why it works. What works best. Why people respond to stories the way they do. Etc. This fascination has rendered us expert storytellers. I believe the best way to communicate anything to anyone - is to just tell them a story about it.
This is our wheelhouse.
As we set out to tell a beautiful story of redemption in a young person's life, there are a few things that I will be trying to bring to the surface first and foremost. As we begin to look through possible stories to tell these are the things I would say are the most important.
1. Relatability - We want the audience to relate with our "hero" in as many ways as possible. They may not know what it's like to live in an orphanage in China, or what it's like to worry about being kidnapped every day, BUT they do know what it's like to have a family, and/or what it's like to be terrified. We'll frame the story we're telling in a way that will endear our audience to our hero.
2. High Stakes - 100 times out of 100, the higher the stakes, the better the story. Lifeline is loaded with stories of high stakes. Hunger. Danger. Heaven. Hell. Life. Death. With high stakes comes our hero's high vulnerability. As storytellers we'll really have to dig in deep and help our audience understand how vulnerable our hero is AND how much is at stake.
3. Transformation - We've been telling gospel centered stories for non-profits for over a decade - and I can confidently say the viewers emotion is wrapped up in the "transformation" they see in the story you tell them. That AND transformation isn't just the good part at the end...rather it's the contrast between the good and the bad that make the transformation powerful. So we'll fight hard to make the "bad" as bad as it can be, that way the "good" can be really good.
To effectively knock our story out of the park, I like to spend good time prior to the shoot to get my head all the way around all of the ingredients we'll be working with during the shoot. The above 3 things are our 3 key ingredients we'll be hunting.
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.
Over the past decade, we've become experts at shooting beautiful, cinematic, live-action content all over the world. Most of the time this has to happen in situations less than optimal for high-level production. The secret is having an experienced, talented, and versatile crew. Sound. Lighting. Camera. Direction. Etc. We have a stable full of talented, experienced personnel.
We want to tell the story we're filming as beautifully as possible.
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Below are some images captured from some of our past productions.
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Powerful writing
Good writing is the bedrock of all narrative, live-action storytelling. And although we don't exactly know which story(s) we're going to tell yet, I'm 100% confident Lifeline is chocked full of great stories.
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We want to help you find the perfect story(s) to tell, and then we are experts at boiling down stories into a concentrated form that works well in short video form.
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First we'll need to meet to decide if we want to tell a true story (like the One Girl Can video above), or if we want to make up a story that represents your work well (like the Big Oak piece above). There are 100 great reasons to do it either way, we just need to get in a room and discuss all the options...then we'll start culling through the creative archives.
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the ultimate goal
Yes, this video will be beautiful. Yes, we will tell this incredible story of redemption extremely well.
But, ultimately, we want to arm Lifeline with video assets you can use to explain the WHY behind what you're doing all over the world.
As we are crafting the story we will be paying careful attention to all of the details that help our broad target audience see and understand the role Lifeline played in the story.
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We will even fight for ways for them to see themselves in the story. I call this "putting a mirror in the story." While our audience is watching our video, we want them to see themselves in the story. Somehow. Somewhere. That's where you get'em.
These videos will need to be versatile. They can be played as stand-alone pieces that do all the work, or they'll play perfectly as part of a bigger presentation.
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Thanks for your time
Again, thank so much for giving us the opportunity to pitch on this project. I believe our team is uniquely positioned to step in and knock this specific 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.
Thanks again,
Taylor Robinson
205.215.9288
Audra Whaley
940.395.1330