TV COMMERCIAL ASSIGNMENT

Dramatic Commercial Project* – Students will work in groups of two (maybe three) to produce a
60- second dramatic commercial on HD digital video and submitted on DVD-R. The spot must have a
dramatic conflict with actors portraying real people to promote an approved product. Video is to be
recorded in widescreen, color, with appropriate sound. The spot should end with a product or logo
shot with possible narration. All content must be original with music from production CDs. This
project must be edited using AVID editing software. Final video will be exported with H.264 using
720p settings. Place file on the disc for playback (data disc).

Assignment Requirements:

1. Project must be exactly 60 seconds long, not including color bars (10 seconds), slate(10 seconds), and 10 second countdown (which are required). Should land between :59;15 and 1:00;00.

2. Project must be in color and shot in HD widescreen. No letterboxing should be seen. Make sure the camera is in 16x9 mode when shooting.

3. Project should be turned in on data disc -not a video DVD. Export using H.264 at 1280 x 720, progressive 60 fps (even if shot in 24p) at 8 mbit/s datarate.

4. This is a TV commercial, so it must promote a product, service, or organization in some manner. Public service announcements are allowed for this project. This can be soft-sell or hard-sell. Either way, it must be mostly dramatic. Dramatic refers to the use of actors with dialogue to help set the scene or create a situation. There are various structures for this type of commercial. Here are some examples:
     a. Scene starts with a problem or conflict, the product or service is introduced, the product or service is tried, and the problem or conflict is solved. Ends with a product/logo shot and possible announcer.
     b. Scene starts with a situation that seems unresolved, the commercial switches to a moderator or narrator segment that discusses the project or service. We then return to the dramatic situation until it is resolved. Ends with a product/logo shot.
     c. Spot starts with an announcer or moderator who introduces a situation. The drama then begins and moves through to the resolution. The moderator/narrator returns with product/logo shot.

5. The project must be edited using AVID. To show you did this, a screen shot of your completed Avid timeline must be printed out and turned in with the disc or added to the data disc as another file item. You may use AfterEffects for the logo/product shot if animation is needed. Photoshop is also allowed. All audio and video must be edited in Avid. Audio sweetening is also allowed using other software. Everything should be original, except for the use of product trademarks, etc. You may not use any footage that you haven't shot yourselves. No stock footage. Choose to use products and services that would not be offensive to an Evangel audience or violate the student code of conduct.

6. There are two main areas of evaluation for this project:

     a. Does the project seem to have professional quality in terms of camera work and editing.

     b. Does it seem the actors understood their role and tried to give a good performance based on the group's directions.

This is not an advertising project as much as it is a film (on video) project. Advertising strategy and appeals are not going to be evaluated. However, try to imagine this commercial actually being played on a local TV station.

7. You may use any product, service, or organization for your commercial provided it actually exists, that one would expect it would be advertised, that it does not violate the student handbook, or have any sexual or immodest connotations.

8. You may not act in your own project, but may use friends or other people in the class for actors. Your group is the crew - crew people are not in their own spots.

9. Please turn in a script of your project using standard film-style formatting by the deadline.