The Hero of our story is Jane. We will tell the story through the lens of Jane, who feels that life is good, but it could be better. She knows she has not found what it is she is supposed be doing in life. Jane's Villain is feeling "stuck". She feels she has "hit the ceiling". We will introduce Susan Peterson as the Guide who shows empathy to all the Janes out there. Susan will present subtle authority to provide social proof of success. (Too much authority can come across as self aggrandizing and could jeopardize our connection with Jane.) Susan will present the Plan that leads to success. Finally, Susan will impart belief that the Peterson Team has the solution to the problem our hero is facing and communicates what life can be like if Jane commits today. Susan will also give a reminder of what life will be like if Jane does not commit. The video will close with the realization that Jane has been transformed from, (afraid, not sure, doubting, ill equipped, unskilled, frustrated) to what she is now, (skilled, equipped, strong, brave, confident). With Peterson Team's guidance, Jane has now challenged herself and grown through the process.
The hero of our story is Jane, a hard-working, self-motivated, stay-at-home-mother between the ages of 25-45 who feels that life is good, but it could be better.
She knows she has not found what it is she is supposed be doing in life. Jane's Villain is feeling "stuck". She feels she has "hit the ceiling".
Susan Peterson is the guide who shows empathy to the all the Janes out there. Susan will present subtle authority and present the plan that leads to success.
This piece is done with natural soft colors to capture the real authenticity of the Hero of our story. We want to convey a feeling of warmth and sincerity. The composition and camera movement is cinematic and somewhat kinetic in style to capture the feeling as if the viewers are actually there. The lens choice is 35mm-50mm to continue that illusion. Also worth noting is the way the shot’s production elements lend themselves to a down-to-earth, authentic feel — as if these were real moments, captured with real people.
We've pared down the "Adjective List" in the Communication Blueprint to five "Keywords" which represent the purpose and intent behind the story. The 5 Keywords represent the purpose or intent behind the story. They represent the inspiration, tone, audience, action, and uniqueness of the story. In defining the purpose of the story as a series of single words, we ensure that we’re getting at the essence of the story in the clearest way possible. The Keywords are developed and agreed upon at the beginning of a project so that we have a tangible filter for all of our creative decisions moving forward. By doing so, we're ensuring that the content we create delivers the right results in the right way. We arrive at the Keywords by looking at a series of prompts and brainstorming all the relevant, single-word answers for each. While we considered many iterations of each Keyword, what we've presented here is what we’d recommend as the purpose behind this story.
Susan has been there. She understands what it is like to feel stuck in a rut and she wants to help others find the success she has found.
Susan has lived through the struggle. The Peterson Team truly cares about helping others and wants to connect personally with every prospect. You're not going to get a call center.
This story should resonate with self motivated women ages 25-45 who feel that life is good, but that could be better.
We want the audience to be inspired and feel confident that the Peterson Team will empower them with a plan that leads to success.
We want the audience to feel decisive and to click the "get started" link to schedule a call immediately after watching the video.
The video will close with the realization that Jane has been transformed from, (afraid, not sure, doubting, ill equipped, unskilled, frustrated) to what she is now, (skilled, equipped, strong, brave, confident). With Peterson Team's guidance, Jane has now challenged herself and grown through the process.