Promotion

This is where the storyboards will come into play.
Visualizing an ad for television begins with a storyboard. A storyboard is a series of drawings, sketches, or photographs of key shots of a planned television commercial, accompanied by text, used to visually explain an idea. A storyboard illustrates and narrates the key frames of a television ad concept (224).

The scenario for the commercial is as follows:

You see a "retro colored" Kia Soul pull up to a Studio 54 looking club while a generic disco grove with no words plays. A funky guy in a lesiure suit walks right up to the front of the line, slips the bouncer a $100 bill, then glides in. As he's making his way through the club, the camera angle is in front of him, traving backwards, as we see the crowd part for him. He spots people he knows as he goes, slapping hands, hugging girls, and giving the "black power fist" to a guy dressed in all back, as he gives him one back. Then suddenly, he stops, mouth agape.

The camera switches to a stage, where a sexy girl with and afro hairstyle is dancing on a lit platform. The camera switches back to the man, zooming closer to his face. Then back to the girl, who smiles and waves for him to come dance. Then back to the man, the camera is close enough at this point, to where we can only see his eyes, which blink in slow motion.

Suddelnly, you hear a car door slam shut. The camera angle is above the same man, who was sleeping in the driver's seat of a modern-day Kia. He is dressed modern as well, and the Kia is now the modern neon green color. We realize he was dreaming. He looks over to see who just got into the car. It's the same woman who was beconing him in the club. She grins while holding a pair of fuzzy dice, which she then proceedes to hang over the rear view mirrow.

The the camera angle is now outside, far enough to show the car drive off screen, while at the bottom of the screen, the slogan appears- "The Spirit of Soul, Can You Dig It?" As soon as the car starts to drive off, the Mark Ronson song "Uptown Funk" begins to play, until the end of the commercial.

The idea is that the Kia helps us to keep in touch with the soul from the past, but in a fun and modern way. It also helps you get the girl, as she is seen in reality after the dream. When creating a commercial, you want to tell a captivating story.

Your story should illuminate something about the nature of a person, subject, or situation. The story starts with a problem or conflict and should demonstrate the ability to understand and find a solution to a problem. To look for the insight, we start by mining for something common to us all in human nature: our needs, hopes, aspirations, and desires. (193)

I tried to still keep the theme of a youthful and fun car for the urban city dweller to drive.

Related to storytelling is theme. A theme is a distinct conceptual or pictorial, topic-based element that might be derived from nature, society, politics, or religion—freedom, poverty, or empowerment, for example. Variations on a theme also can work as a platform for idea generation. (56)

I tried to convey a time change with color, music and the clothing.

The two overarching purposes for differentiating visual elements are to create visual variety (or dynamics) and to compare dissimilar elements, thereby enhancing the uniqueness of each, to show its differences and to make distinctions. For example, if you contrast saturated colors with muted colors, then the viewer is treated to variety. If you contrast small graphic elements with big graphic elements, then there is dynamic scale. If you contrast a sans serif headline against a serif body copy, then readers will be able to more easily distinguish the copy. (168)

I also tried to keep a flow and rhythm going throughout.

Rhythm, in part, is about a sense of movement from one element to another. Major vertical, horizontal, and diagonal movements help structure the composition and thus guide the viewer. Elements should be arranged so that the audience is led from one element to another through the design. Flow is also called movement and is connected to the principle of rhythm. Position graphic elements to promote flow from one to the other.(172)

The commercial is a minute long, and would air on all basic channels, during shows like "The Voice" and Fox's "Empire." For cable, it would air on channels like MTV, Spike, AMC, Discovery, Travel Channel, Oxygen, BET, VH1 and TLC.