INTRODUCTION
IDEOLOGY aims to bring to life Oak Street’s “Green Carpet” direct response TV spot, designed to inform older adults about the accessible health care services offered by Oak Street. Our goal is to create an exciting, humorous, inviting narrative that emphasizes ease of access and quality care.
OVERVIEW
“Green Carpet” will be a 3-minute video featuring an engaging spokesperson who guides viewers through various scenes, each highlighting different aspects of Oak Street’s services. With a tone that is both direct and entertaining, the content will communicate essential information with warmth, a smile and a little pep-in-our-step!
Our approach focuses on energy and excitement to keep the target audience engaged, and feel comfortable about the health care options available to them.
VISUAL APPROACH
CINEMATOGRAPHY
Lighting Style
We will shoot on a seamless white cyc stage. The lighting will be clean and bright, reflecting the look and feel of past Oak Street spots.
This approach will keep the overall atmosphere warm and inviting.
Camera Work
The video will be shot on our Alexa LF to ensure full commercial-grade broadcast quality. We will use a mix of locked down wide and tights on the spokesperson and a variety of engaging angles and smooth dolly camera movement for the scene cutaways. This variation in shots will help maintain high energy levels throughout the video. If the client prefers, we can integrate similar flowing camera movement and talent movement in the new broadcast spot.
Specialty Lenses
We will utilize different specialty lenses, such as a ‘probe macro lens,’ for fun and dynamic shots in the cutaway scenes.
This will add a unique visual element and keep the audience engaged.
TRANSITIONS
Setup Transitions
Each transition between scenes will be handled as different setups within a consistent white sweep environment. This consistency ensures that all elements feel cohesive and unified.
Talent Wardrobe + Set Design
Talent will be in full outfits appropriate for each cutaway scene, such as gardening, ballroom dancing, and yoga. These outfits will reflect the activities being depicted, adding fun authenticity to each scene.
We will incorporate elements of Oak Street Health’s green color palette into the wardrobe and props to maintain brand consistency. For example, a green yoga mat, green gardening hat, green ballroom gown, etc. will be used to subtly reinforce the brand identity.
Each cutaway scene will have its own distinct set design that feels separate yet consistent with the spokesperson’s white sweep environment. This approach ensures that each scene stands out while still feeling part of the overall cohesive narrative.
Props and set pieces will include hints of Oak Street Health green to create a mood and feel that is on-brand. This subtle integration of the brand’s color palette will enhance the visual appeal and maintain brand alignment.
TALENT + CASTING
Casting Approach
Local Talent
Our goal is to cast talent local to the Grand Rapids area to maintain budget efficiency. However, we are open to expanding the search to Detroit and Chicago if necessary to find the right fit.
Rehearsal
We will conduct a rehearsal with the talent prior to the production day to familiarize them with the script. This will ensure that all blocking and scene preparation can be efficiently accomplished on the prep day prior to the shoot day.
Teleprompter
A teleprompter will be available for the main spokesperson and support cast if needed, though our aim is to capture natural, charismatic deliveries without. Utilizing the teleprompter as a ‘guide’ versus a script will keep production moving faster.
Spokesperson
Age Range
We will cast the main spokesperson in the 45-60 age range to resonate with the target audience.
Personality
The ideal spokesperson will have strong comedic timing and the ability to maintain high energy throughout the spot. They should convey joyful confidence and naturally exhibit personality, charm, and charisma.
Direct-to-Camera Delivery
The spokesperson should be able to deliver lines directly to the camera, engaging our audience with warmth and relatability. The talent will use comedy to introduce fun and levity to the cutaway scenes, enhancing the overall appeal and keeping the spot lively.
POST-PRODUCTION
Energy and Pacing
To maintain high energy throughout the spot, we will utilize multiple high-energy music tracks, seamlessly changing them to match the mood of different scenes and cutaways.
Sound Effects
Sound effects will enhance the activities in the cutaways, making each scene more immersive and engaging.
Each cutaway will feature sound design specific to the activity being depicted, adding levity and fun. For example, during the dancing scene, samba music will play. For yoga, tranquil sounds of a babbling brook, etc.
Music
Uplifting, energetic music tracks will be used to keep the pace lively and entertaining, supporting the overall tone of the spot.
Graphics and Animation
3D Iconography
All iconography will be rendered and animated in 3D to convey a higher tier of production value. These graphics will be visually appealing and align with the Oak Street brand colors and they will ‘come to life’ on the screen versus being a static image.
Sound design will complement the graphics, bringing them to life and enhancing their impact.
Overlay Graphic Scenes
In scenes with overlay graphics, the main talent will interact with the supporting cast in playful activities underneath the graphics. This interaction will add motion to the scenes.
While the interaction adds movement, the focus will remain on the titles to ensure the message is clear and easily digestible. The balance between motion and clarity will keep the audience engaged without losing the core message.
By incorporating dynamic sound design, high-energy music, and 3D animated graphics, we will enhance the narrative, maintain viewer engagement, and elevate the overall production quality
DIRECTOR
Josh Ralya
As the owner of IDEOLOGY, Josh has been key to the company’s growth, both in business and creativity. With over two decades of experience in commercial production, Josh has seen and done it all, making him a true veteran in the field.
His extensive experience brings unmatched industry knowledge and a sharp eye for detail to every project. Josh’s skill in overseeing and executing complex projects with precision has earned him respect in the creative community. Josh’s dedication to building IDEOLOGY into a creative production powerhouse shows in all his work.
As a director, he takes great care in leading video projects, ensuring each one meets high standards of creativity and excellence. His leadership and vision have driven the success of individual projects and established IDEOLOGY as a leader in the creative production space.Josh continues to inspire his team and clients, fostering a culture of innovation and excellence at IDEOLOGY.
SELECTED WORKS
