Company promotional film planning program (a)
Forms of expression of the promotional film
The promotional film from the content of the main two kinds of film, one is the corporate image of the film, the other is the introduction of the product film. The former is mainly to integrate enterprise resources, unify enterprise image and convey enterprise information. It can promote the audience's understanding of the enterprise, enhance the sense of trust, so as to bring business opportunities. The product direct marketing film is mainly through the field record with three-dimensional animation, intuitive and vivid display of the product production process, highlighting the functional characteristics of the product and the use of methods. This allows consumers or dealers to understand the product in depth, creating a good sales environment.
The technical support required for the promotional film
The launch of a promotional film, and all aspects of the various factors are closely related. Director, cameraman, lighting, beautician, producer, props group, photographic equipment (professional cameras, etc.), auxiliary equipment (track, jib, lamps, related props), clothing, professional recording and dubbing, three-dimensional animation, post-production editing and compositing, special effects production, burning and so on. Any one of these problems will directly or indirectly affect the quality of the promotional video.
Promotional video camera use
How to establish the image in the lens to get a perfect display? This requires a unification of the overall image at the time of shooting. For example, uniform personnel dress, uniform to shoot the environmental style, site layout, all employees to maintain a good spirit, so as to establish a good corporate image in front of the public, so that people feel the vitality and spirit of the enterprise.
If you want to show the scale and grandeur of the enterprise, you can use more distant and panoramic and elevated shooting angles. The field of view is broad, the depth of field is long, can well express the vast natural environment and atmosphere, express emotion. In the shooting angle, more use of the combination of up and down shooting, with the use of wide-angle lens, so that the picture more momentum, thus reflecting the comprehensive strength of the enterprise.
Promotional film post-production
In the post-production of film and television, the use of special effects, background music will also add a lot of color to the feature film. With three-dimensional production, special effects synthesized by special effects throughout the film, the form of expression of special, more prominent in its basic characteristics, the moral is profound. The picture is exquisite, magnificent, strong sense of art. And rely on music to run through the whole, exciting, majestic symphony of this form of expression appears to be the atmosphere, distinctive this is an innovative mode of image publicity film.
The importance of promotional films
With the promotional film to achieve the effect of publicity, technical content is also increasingly expanding, people's visual perspective is constantly changing, and as the development of promotional films for the development of the company must continue to develop, whether it is from the shooting technology or performance methods or creativity, so that we realize that society is constantly evolving, and people's thinking in the continuous development of transcendence. In short, the development of society can not be separated from the promotion of publicity film.
Company promo planning program (2)
First, the project name
Zhongrun Century Center promo
Second, the promo category:
Enterprise project publicity
Third, the publicity content:
The first part of the Shandong Zhongrun Real Estate Co. Development History
1) The development history of Zhongrun and its influence on the city
2) The influence of Zhongrun Century City on Jinan
Part II: Advantages of Zhongrun Century City
3) Zhongrun Century City's location and transportation advantages
4) Zhongrun Century City's general information and unique architectural details
5) The design team of the world's leading Design Team
6) Perfect Combination of Administration and Business
7) Careful Layout of Commercial Area
Part III: Project Prospect and Sales Information of Zhongrun Century City
8) Future Thinking of Zhongrun Century City
9) Sales Information
Groups:
The Public
V. Length of Advertisement:
The length of the advertisement:
The duration of the advertisement is as long as it takes for the advertisers to make the advertisement. p> V. Length of Advertisement:
6 minutes
VI. Creative Concept
"Zhongrun" is not only a construction and development company, but also a synonym for leading quality life, embracing the city of springs and influencing the world, "Zhongrun Quality" should be rooted in people's hearts and minds. "Zhongrun quality" should be rooted in the hearts and minds of the people, and become the leader of the Qilu real estate industry in the future pattern of quality life in the city.
From this, we conclude that the success or failure of this promotional video, focusing more on art, technical means, leading people to appreciate the "China Resources" in the Qilu region's status and international vision, in the future what changes in life, whether it is a change in lifestyle or the enhancement of taste for life, and ultimately show the quality of life of people through the CR in the concept of enhancement of the quality of life. The quality of life for people's concept of enhancement, so as to realize that the brand is not only a real estate brand, but more importantly a quality of life concept, a healthy fashion leader. This is the foothold of our planning and production of this promotional material and the starting point of creative thinking.
Seven, creative framework:
1, the length of the publicity products: set 4-8 minutes, 6 minutes or so is appropriate, because it is too short enough to show the contents of the full, too long will appear sloppy.
2, promotional materials style positioning: atmosphere, fashion, rich international vision, strong visual impact.
3. Components: Organic composition of narration, background sound, static images, moving images, subtitles and music.
4, the basic idea: according to the actual situation of the project, the entire film is divided into two parts of the front and back through the composition.
Overall, the CR Century City project is the main focus, supplemented by the history of the CR Company;
The part of CR World City focuses more on the shaping of the quality of life, and the production unfolds through the introduction of CR Century City's advantages of the location, the details of the building, the design team, the perfect combination of administrative and office areas, as well as the careful layout of the commercial area, and the introduction of the overall layout, interpreting a collection of commercial, residential, Through the introduction of the overall layout, it interprets a living situation integrating commerce, residence and office, and leads a brand-new pursuit of life with an international vision!
The introduction part of the company focuses on the development history of China Resources, the industrial layout, and the determination and courage to build a city complex where the spirit of the city is located and the culture is inherited! Lead the internationalization of the quality of life!
5, the way of expression: animation part of the use of MAYA, 3DMAX, post-effects to complete the individual places using virtual display lens to lead people to experience; video shooting part of the DVW (Shandong's highest level of equipment) machine shooting material, lighting: professional news lights, tungsten iodine lamps, spotlights. Auxiliary equipment: wide-angle lens, track, rocker.
6, the production quality requirements: the use of the company's animation level of the first class A (company animation level: A high-definition film; B, TV level; C building animation level) to achieve a clear picture of the water, play a smooth effect to meet the characteristics of this case the perfect performance.
Eight, creative content:
Zhongrun Century City title plan
Planning ideas:
Screen: by the distant outer space quickly approaching the Earth, the azure blue Earth is first shown in front of our eyes,
quickly approaching, through the clouds, the screen presents the Asian section of the satellite map, the outline of the map of China satellite map flashing, continue to Push close, Shandong outline star map flashes, continue to push close, Jinan outline star map flashes, the aperture retrieval fixed in the Century City, continue to push close, the Century City, the location of the three phases of the rippling aperture continues to flash, the aperture to expand the feathering convergence? Into the title of the CR Century City project. (Creative according to the Matrix, very rich sense of the times and visual sense)
Background music: to the mysterious and mysterious music elements
Creative details
Structure: the entire title is divided into three parts.
The first part -→ magnificent chapter (Shandong Zhongrun Real Estate Co., Ltd.'s development history)
Picture: (aerial photography)
Vision showing the World City, Overseas Chinese Town, CBD Century Plaza (refer to the information of the world's spring city). Computerized 3D production of Jinan Century Square and Qingdao Trestle Bridge in its entirety, with a distant kinetic lens showing. (30 seconds)
Voiceover: Zhongrun Real Estate Co., Ltd. is a listed company, the leader of Qilu real estate industry, more than ten years to create a masterpiece of the city, from Jinan to Zibo, from Qingdao to Wendeng, whether it is to change the quality of life in the city of the Century City and the Overseas Chinese City, or to enhance the image of the city's business CBD Century Plaza, or will soon be marketed in the Century Center in Jinan and Qingdao Trestle Bridge project. Whether it is Century City and Overseas Chinese Town that change the quality life of the city, or Century Plaza in CBD that enhances the business image of the city, or Century Center in Jinan and Qingdao Trestle Bridge project that will be launched soon, the spirit of the city is perfectly inherited in the architecture, and the traditional culture is perfectly blended with the innovative spirit.
Screen: Computerized 3D display and live shooting
(Computerized 3D) panning lens into the first phase of CR Century City, the old city part and the new city part of the diffusion of light, the second ring road and the 10th road one by one growth formation.
Voiceover: Jinan's first million-square-meter international architectural complex in the eastern part of the city ---- Zhongrun Century City Phase I project is located in the eastern part of the combination of the new city and the old city, adjacent to the East Second Ring Road, south of Jingshi Road, occupying the forefront of the new economic circle in the eastern part of Jinan. Zhongrun Century City has created a new benchmark for urban living and has profoundly changed the quality of living in Jinan.
Screen: Computerized 3-D display and live shot combination
Screen: (live shot) Zhongrun Century City's first phase of the cutting ceremony and the signing ceremony of the cooperation agreement,
(3D computer production) Pacific Insurance, China Railway, Shenzhen Development Bank, China National Offshore Oil Corporation, China Petroleum Corporation, Baidu, Ginza Mall logo one by one, flying into the camera from the front to freeze for a few seconds, and quickly fly into the marked Zhongrun Century City, which is located on the east of Jinan. The map with the icon of Century City is quickly flown in.
Along with the completion of the first phase of CR Century City, the business and residential line and the improvement of the soft environment of the policy, in which the Pacific Insurance, China Railway, Shenzhen Development Bank, China National Offshore Oil, PetroChina, Baidu, Ginza Mall and a number of world's top 500 companies, a comprehensive stationed in CR Century Plaza.
Picture: The scene of the sun rising under the backdrop of magnificent music,
Voiceover: Now
China Resources Real Estate brings together more than ten years of wisdom and experience
Committed to building another urban complex --- China Resources Century City Phase III project
The second part of the -→ High-speed Passion Chapter (China Resources) Century City's Advantages)
1. Location and Transportation Advantages (Logo Screen)
Picture: Actual Shooting (Day and Night View)
The fast-flowing traffic and people in the major commercial streets in Jinan make it a vibrant and prosperous scene.
Voiceover: This year is the opening year of the 12th Five-Year Plan, and the "Economic Circle of Provincial Capital Cities" is on the verge of emergence, and the development of Jinan Metropolitan Area has been pushed forward with full force, and Jinan will no longer be the Jinan of Jinan, but the Jinan of the whole province, and the effect of its CBD headquarter economy will be increasingly visible. The CRC Century Center is located at the leading position of the CBD central business administration belt.
Screen: (computer three-dimensional production)
The computer produces a three-dimensional map, through the arrow walking animation marking the Zhongrun Century City to the time and distance required for each place, clear and concise.
Voiceover: Zhongrun Century City is a 3-minute drive from the Olympic Sports Center and the Government Affairs Center; a 20-minute drive from the international airport, Jinan Railway Station, and the coach station, and only 13 kilometers east of the province's longest expressway around the city. Jingshidong Road, East Second Ring Road, BRT, the transportation network in all directions, through the tourist road, 15 minutes into the southern line of the Jinan-Qingdao Expressway.
2, Zhongrun Century Center's profile (logo screen)
Screen: computer three-dimensional production
The production of three-dimensional graphics can be perspective Zhongrun Century Center, the use of panning camera, one by one, to show a few positions, when the position to be shown into the screen, the region into a solid color, and marked with data.
Voice-over: not afraid of the floating clouds, only because of the highest level, to create a new landmark in the East.
China Resources Century Center consists of a super high-rise building with a total height of 134.7 and two high-rise business apartments with a total height of 63 meters and
55 meters.
The total construction area is about 119,400 square meters,
business office is about 76,300 square meters,
commercial is about 11,200 square meters,
the underground construction area is about 31,900 square meters,
the parking space is more than 600 in total.
Screen: computerized 3D production
The growth animation of Zhongrun Century City Phase III is accompanied by the city extension animation of the surrounding area.
Voiceover: As the third phase of the first million-square-meter complex in eastern Jinan, Century Center occupies both the superior supporting resources of the old city and the forefront of the eastern economic zone. The super large-scale volume, international architectural quality, multi-industry product mix, and the convergence of world-class enterprises are all qualities that will have a decisive impact on the economic takeoff of eastern Jinan, and greatly change the urban business pattern of Jinan.
3. Zhongrun Century Center's architectural style (logo screen)
Screen: computerized 3D production
Selection of beautifully designed architectural images with a rapid appearance, highlighting the overall style of Zhongrun Century Center's simple and competent design style
Voiceover: Art-Deco fa?ade style,
Creating a new cityscape that will last a long time. Cityscape
The overall style of the project's fa?ade is simple and competent, further expanding on the basis of the ART-DECO style, utilizing changes in lines and window shapes, and shaping a firm and elegant vertical beauty in accordance with the principle of modern aesthetic proportion division.
4. Zhongrun Century Center's `elegant spatial layout (logo screen)
Screen: computer 3D production
Walking in the space of Zhongrun Century Center, the ingenious design or 360-degree show with a wrap-around lens, or from far and near to look up or look up at the starry eyes, in the soothing movement of the camera to show the beauty of the wisdom of elegance.
China Resources Century Center will be the entry lobby finishes upgraded to star standards, wall-mounted marble and floor materials carefully selected, bright lamps and lanterns row, stone elevator door sets and leather interior, elevator floor, lobby art ceiling, everywhere highlighting the extraordinary style of noble and elegant.
Landscape design is tailor-made for the characteristics and requirements of business activities, and the use of functions and reasonable layout is also carefully crafted, with modern style of paving, lively sculpture sketches, a series of commercial leisure plazas combined with friendly and natural green landscape, the landscape is smooth and natural, pleasant environment.
The single-level planning area ranges from 1000-1200 square meters. The frame and tube structure provides a higher security level, higher area utilization rate and more flexible and reasonable area division, which can be divided into spaces ranging from 35-1000 square meters, which can be used for living and office.
5. The unique design of CR Century Center (logo screen)
Screen: computer three-dimensional production
Simulation of the scenes of the story of each design and simple action
Voiceover: CR Century Center has a special helicopter pad, which is designed to provide business people with top-level transportation convenience and safety protection.
Zhongrun Century Center, as the first high in eastern Jinan, strives for perfection in terms of safety and establishes refuge floors on the 13th and 27th floors. The safety of the owners is always put in the first place.
The first one in Jinan - the whole building exterior wall, using Class A fireproof insulation material (logo screen)
a. Fire level - Class A non-combustible: 800 degrees of open flame burning for a long time, non-combustible, non-incineration.
b, environmental performance - raw materials are all natural minerals, tested nuclide radioactivity IRa = 0.62 (GB ≤ 1.0), Ir = 0.90 (GB ≤ 1.0) better than the national standard, non-toxic, harmless and green.
c, waterproof performance - waterproof performance is excellent, thermal insulation materials through the supporting FS-2 anti-porous waterproofing agent treatment, water repellent rate of up to 96% or more.
d, bonding, compressive strength performance - binder for ordinary silicate cement, compressive strength of 1.0 MPa, high strength, the material of the thermal insulation layer of the body and the material of the wall is similar to the wall, dissolved, to achieve organic combination, the formation of an integral whole, bonded firmly.
e, no cracking, no hollow drum - in the case of temperature change, the thermal expansion coefficient of the insulation layer and the building wall is almost the same, with a flexible release of stress anti-cracking technology, no cracking, no hollow drum.
Eight intelligent systems? Safe and efficient (logo screen)
1) visual intercom system: to achieve a full range of linkage between the residents and the management center and the main entrance enclosure machine and elevator control system, safety, convenience and heart-saving;
2) access control system: each residential unit intercom host embedded in the non-contact IC card access control controller, for the community part of the one-card card, the one-card use;
3) Elevator control system: shared with residential intercom system and community card system;
4) Closed-circuit monitoring system: 24-hour all-round monitoring system;
5) Parking management system: Underground garage IC card management system, as part of the community card card, one card;
6) Home security system: all-around infrared detectors, each household with door magnet One, emergency help button two;
7) voice data network system;
8) electronic bulletin board system: set up in the community at the gate LED display, scrolling display of community property information.
6, first-class design team
picture: real
a group of foreign production team meeting to discuss the scene team (logo screen)
voice: the United States JY international team to bring together the global wisdom to serve the land of Qilu, Zhongrun and the U.S. JY concept has the same architectural concepts - - Architecture is a hundred years of planning, each and every one of which is the same. Architecture is a hundred-year plan, each building will have a long-term impact on the urban environment and social humanity. Understanding of architectural design is a professional service, "strive for excellence, elaborate fine" as a professional purpose.
7. Unique administrative office location (logo screen)
Screen: computer three-dimensional production
The screen presents a geographic location map of the commercial office pattern of Jinan, highlighting the status and influence of the Century Center through the retrieval of the way.
Voiceover: Zhongrun Century Center is located on Jingshi Road to the south and on Pulshuiquan Road to the west, and the Yanshan area of the Second Ring Road East has become a link between the Quancheng Road business district, Honglou business district, Gaoxin area, and the Olympic Sports Area after nearly a decade of development.
Political Affairs Center, Olympic Sports Center, Wenbo Center ...... stars around the arch, the surrounding areas and even the entire east of the increasingly powerful role of radiation, the scope of influence on the eastern region of Jinan has been far more than the geographical scope.
8, Yanshan Business District, Zhongrun Commercial Street ----- Jinan another Quancheng Road (logo screen)
Screen: computer three-dimensional production
The red dot for the logo of Zhongrun Century Center of the surrounding map is presented in the screen, a logo flip into the screen, freeze frame for a few seconds, fly to the map where the location of the dots and flashes of light.
Voiceover: Zhongrun Century Center is surrounded by perfect supporting facilities, dining, schooling, medical care, leisure, shopping conditions are convenient, all the supporting facilities.
First-class catering services: Sheraton Grand Hotel, Jufulin Hotel, Shark's Fin Palace, Ni's Grand Hotel, Jinya Grand Hotel, Heping Road Taoyuan Hotel, True Ruyi Hotel, Tianwai Village Grand Hotel and so on provide high-grade catering services.
Perfect education resources: Shandong University, Shandong Normal University, Shandong Arts College, Shandong Economics College, Shandong Administrative College, Shandong University of Political Science and Law and other famous colleges and universities, it is the most humanistic area in Jinan.
Abundant shopping and leisure: more than 100,000 square meters of Ginza Shopping Plaza, Ginza Home Furnishing, 400 acres of leisure and fitness plaza of Yanshan Interchange, Thousand Buddha Mountain, Yanfeng Mountain, Fuhui Mountain, Banshuiquan, Coiling Dragon Mountain, and so on are densely spread around.
Adequate health care: Shandong Provincial Hospital, Armed Police Hospital, Provincial Maternity and Child Health Hospital, Qianfoshan Hospital, Provincial Traditional Chinese Medicine, and Downtown Hospital can provide all-round health protection.
Picture: Browsing to show the exquisite design of the business circle.
Voiceover: Every region has a top business district, which is inevitably centered on its landmark buildings and top business centers. While creating a window to Jinan's business image, China Resources is also creating a top business district for eastern Jinan.
Zhongrun Century Center's commercial podium is positioned as a luxury goods plaza. With its humanized design concept and imaginative design thinking, it introduces the new concept of landscape commercial street shopping, opens up commercial landscape corridors, and creates a scenario of artistic consumption centers through a meticulous grasp of shopping psychology, color vision, spatial form, and architectural landscapes, creating a richer and more vivid fashion and leisure experience for the high-end commercial centers, and constructing a comfortable and pleasant top-level shopping hall.
The third stage -→ Prospecting for the future (logo screen)
Picture: a voyage ship traveling in the vast ocean, siren loud and clear, the whole sailing to the distant shore of ideals.
Voiceover: we have been working hard and struggling, we are always ready to capture the dream and glory of the peak of the real estate industry, to accumulate the power of a full bow and push the arrow, the horn ahead is loud and clear, we will be full of enthusiasm and high morale to sail away.
Screen: final frame: "Zhongrun Century Center"
Sales phone: *******
Voiceover "Zhongrun Century Center"
Sales phone: ********
IX. Project Production Process and Duration
1. Program Planning - Creative Scripting - Sub-scene Drawing - Animation Production - Dubbing - Non-Linear Editing - Disk Out
Production process: creativity, scripting, communication to determine and reach a cooperative intent, and detailed requirements for production equipment and delivery date.
Shooting and editing, dubbing, special effects, synthesize the finished product.
Determine the production schedule.
From the date of signing the contract, to the date of delivery of the finished film, the period of the work cycle schedule, the two sides in a timely manner with the feature film production process.
Pre-interviews, collection of material, the first draft, and sent to the client for review.
According to the requirements of CR and the content of the feature film, the company's choreographer and director of the camera to conduct a pre-interview, while collecting relevant materials, the first draft of the text, and sent to the CR for review.
Zhongrun reviewed the script from the content, and put forward modifications until the script was passed.
After the passage of the text, the company set up a special filming team, filming team pre-site survey, and further planning and directing of the shooting scenes, need to cooperate with the contents of the CR to put forward a clear layout requirements and time requirements.
The crew includes: director, producer, cameraman, lighting technician, make-up artist, field worker, post-production editor, sound engineer, voice actor.
Out of the sub-shot shooting script and feature film narration, and sent to the CR finalization.
After the end of the survey, the director, according to the actual situation on the scene, on the basis of the first review of the text, artistic processing, the development of sub-trailer script and feature film narration, and sent to CR for review.
CRC reviewed the script and the content of the shooting, and signed to confirm the adoption.
CRC reviewed the script from the screen and proposed changes until the script was approved.
Pre-shooting.
According to the contract, the determined filming equipment for pre-shooting.
The company can provide equipment:
Camera: professional DV, DVW, high-definition equipment, film
Lighting: professional news lights, tungsten iodine lamps, spotlights
Auxiliary equipment: wide-angle lenses, track, rocker, etc.
Post-editing.
By the post-production editor in accordance with the sub-script of the shooting content of the post-production, four stages, each stage sent to the CRC review, in order to put forward timely modifications.
Preliminary cut: according to the content of the organization of the shooting material
Fine cut: in the preliminary cut on the basis of exquisite special effects production.
Dubbing: invite famous hosts to dub the feature film.
Mixing: carefully select the music suitable for the theme of the feature film, with the commentary dubbing and final synthesis of the final cut.
Out of the gross film, Zhongrun preliminary examination.
Within the specified date, the gross film is submitted to CR for preliminary review and modification of the picture.
Revision.
The director makes the final changes according to CRC's comments.
The finished movie.
CRC finalizes the film. And provide different media according to CRC's needs.
2, the production cycle: 60 working days
X, the production team composition:
a director, a camera, MAYA team members 3, MAX team members 3, 2 post-effects, dubbing a voice-over or two (according to the need for dubbing to be determined)
XI, the feature film cost budget:
pre-creative Planning: yuan (program book, narration, split-screen script)
Equipment: modeling, mapping, texture, lighting: yuan
Intermediate animation production: post-synthesis production: yuan (fine-cut, voice-over, and special effects subtitles)
Video Shooting: $
Total production costs: preferential offer: ? Yuan
Total of the above production costs: discount offer: ?