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Go Getter helping others succeed

Please follow this link to a musical track we have selected for this project as you review the treatment.

About the campaign “Go Getter”

To create a campaign that encourages potential new distributors to join the Peterson Team. The Peterson Team is one of the most successful MLM distributor organizations in the world. The nutrition products it sells have a reputation of quality and are offered at competitive prices in their respective categories. Susan Peterson is focused on strengthening her organization through the recruitment of new distributors to join her team. “WorkFromhome.com" is the primary tool in this effort. WorkFromHome.com (the website) will be a website that features compelling, interactive content for those who are seeking to create additional income, or build a career, with minimal financial risks.

Deliverables

One 2-3 minute film. One "hero to guide to transformation" story. Delivered in Full HD 1920x1080 archive version and 1280x720half HD optimized web version.

The Approach

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.

Rush hour traffic represents Jane's life. Overwhelmed and stalled.

The Subjects

Jane

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.

Jane is engaged and busy with the family, her current job, with her community — with life!
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".

The Guide

Susan Peterson

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.

The Inspiration

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.

Key Words

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.

Empathetic

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.

Authentic

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.

Self-Motivated

This story should resonate with self motivated women ages 25-45 who feel that life is good, but that could be better.

Empowered

We want the audience to be inspired and feel confident that the Peterson Team will empower them with a plan that leads to success.

Decisive

We want the audience to feel decisive and to click the "get started" link to schedule a call immediately after watching the video.

Style Guide

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's transformation
Color Palette