2019 — “Where movement begins” ad
Pre Production Documentation
December 12, 2019
Prepared for Uber for Business, By Inland Film Co.
Film Objectives
First — identify the pain point through a compelling story from an Uber for Business client.
Second — introduce the solution. Through visuals, and narration (talking head) discuss the solutions Uber for Business was able to provide the client.
Third (not least) — help position the client as the hero. Through stories of efficiency (money and time), and simplifying the client’s employees and/or customer’s lives.
Mood
Organic — using our style, and giving things a raw and filmic look to make people feel like they’re part of something, or even like they’re there.
Upbeat — using a song that will elevate the visuals, we plan for this to be moved by a strong beat and to feel big.
Movement — through harmony of wide and tight shots, quick cuts, fast movements, and emotive moments, this promises a film that holds peoples attention.
EXAMPLE OF PAST WORK
Capabilities. Style reference. Color grading. Look and feel. Storytelling.
HOPS TO BEER (4 Minute Cut)
Crafting fresh-off-the-farm brews from the middle of a hop field, Bale Breaker Brewing Company is a family-owned brewery located in the Yakima Valley. Backed by four generations of hop farming experience, Bale Breaker started in 2013, and has grown to become the fourth largest independent craft brewery in Washington.
Hops are in the family's DNA: the great-grandparents of sibling-owners Meghann Quinn, Kevin "Smitty" Smith, and Patrick Smith first planted hops in the Yakima Valley in 1932, the year before Prohibition ended. Now, Meghann, Smitty, Patrick and Meghann's husband Kevin Quinn are crafting brews that celebrate the world-class hops grown in their backyard.
Production Days: 3 Days
Director: Mitch Williams
Director of Photography: Sam McGhee
Producer: Danika Norman
Watch the full length (8 Minutes) documentary short film here.
WHAT WE Loved
Color - We loved the visuals we were able to get for this, and particularly liked the color grade we applied to the visuals. Although this specific color grade is different from much of our other work, and outside of Uber’s brand standards, it’s an example of our ability to match color to brand standards and requirements. Bale Breaker was adamant about the fact that they are not a desaturated brand — we worked hard at making that known through this grade. The hops pop. The colors are bold and vibrant. We wanted you to almost be able to imagine the taste and smell through this film through the visuals.
Variety - We loved getting up close and tight on the subjects, with a wide angle lens — but also loved pairing that with wide shots to show the vastness of the operation. This gives the audience a level of intimacy and understanding. The focus maintains on the subject, or the action — and ultimately the story. There’s a level of care in your heart specifically for the individual’s story when shots are paired like this (appropriately) — and removes all other distractions.
Action sequences - We loved seeing the laborers at work, and the giant machinery — bottomcutters, topcutters, hop trucks, and more. Most people don’t get the opportunity to see what it is these amazing people do, and getting those bits caught on camera help tell that story and open the eyes of the audience in new ways.
some inspiration
The above example (inspiration) was developed as a part of a campaign for Salesforce, and isn’t exactly what we’re thinking — but we liked the interview setups, and found the customer’s journey emphasized how the brand (Salesforce in this case) was able to make them the hero.
Our Vision
A SONG THAT MOVES
Focusing on making the greatest impact, we chose a song that’s a song that moves, and carries a beat that will pair perfectly with fast cuts, wide and tight shots, and visual movement. When we listened to “Where It All Begins” (above), it clicked. We knew this was the song to tell the story of a customer of Uber for Business finding success with the product. Feel free to press that little orange play button, and give it a listen while reading through the rest of this.
Note: the song is not final, and can change depending on the story we tell, but this gives us a basis inspiration. Additionally, we would cut up the song to build in elegant ways and be sure the lows and highs of the song fit with the visuals appropriately.
Movement
By using fast cuts, movement, and natural sound, we’ll be able to tell how Uber for Business moves clients and employees of businesses everywhere — visually.
Tight Shots
We will get tight shots by getting up close and personal with wide angle lenses. The purpose of this will be to keep the focus on whoever, or whatever, is in frame at any moment and/or the action taking place. There’s a sense of intimacy with shots like this, and you don’t risk your audience becoming distracted. Nothing else in the moment (as a viewer) matters.
Polished Interview
We’ll want to hone in on polished and professional interviews that also hold a raw, organic, and cinematic look and feel. Additionally, we pay close attention to the quality of audio we get from each interview and come prepared with a wide array of microphones.
Aerial
For establishing shots, it would be ideal to get gorgeous aerial photography of the landscape — and any vehicles we’ll be highlighting. Our goal with aerials is that they look like they were shot from a helicopter and not a drone (even though we’re using a drone).
Real Scenarios
Ideally, we plan our stories around one or two real life scenarios. Ones that have happened, or ones that are currently taking place. Using real scenarios will keep things more accurate on screen, but it should also help us in planning out our filming schedule — hoping we can get scenes reenacted, or document them actually happening.
Available Equipment
Sony FS7
+ Rode NTG4+
+ SmallHD 502
+ Batteries - (1) BP-U90 & (2) BP-U60
+ (1) 256GB XQD Card & (2) 128GB XQD Card
+ Metabones EF-E & EF-E Speedbooster
Sony FS5 Mk ii + Atomos Shogun Inferno
+ Rode NTG4
+ Atomos Shogun Inferno
+ Batteries (2) 90WH V-Mount
+ (1) 1TB SSD
+ Metabones EF-E & EF-E Speedbooster
Cine Lens Package
+ 18-35mm T2 Sigma Cine
+ 50-100mm T2 Sigma Cine
Wireless
+ Tilta Nucleus-M Wireless Follow Focus System
+ Teradek Bolt LT Wireless Transmitter
+ SmallHD Focus Bolt Wireless Monitor
Stabilization
+ Easyrig Vario 5 + FLOWCINE
+ DJI Ronin 2
+ Kessler CineSlider 40” (Supports 80 lbs)
+ Miller SOLO VJ Tripod Legs (100mm Bowl) (Supports 66 lbs) & Manfrotto 509HD Tripod Head
+ Benro TMA38CL Tripod Legs (Supports 35 lbs) & Manfrotto 502HD Tripod Head
Microphones
+ (2) Rode NT5 Cardioid Condenser
+ AKG Hypercardioid
+ Rode NTG4+ & Blimp
+ Rode NTG4
+ (3) Shure SM7B
+ (3) Rode Boom Pole Pro & C-Stand Mounts
+ Focusrite Scarlett 18i8 USB Audio Interface
+ Zoom H6N Audio Recorder
Grip & Lights
+ Fiilex Q1000 5” Fresnel LED (1500W-2000W tungsten equivalent)
+ Fiilex Q500 5” Fresnel LED (750W tungsten equivalent)
+ C-Stands
+ Backdrop Kits (White & Dark Grey)
what’s it going to Take?
Pre Production — Two Weeks
December 20th - January 3rd
Script, storyboarding, location scouting, casting, scheduling with Uber for Business and Customer
Filming Days — Two
January 13th and 14th
Interviews — Day One
B-Roll + Aerial Photography — Day Two
Post Production: 2.5 Weeks
January 15th — January 31st
Crew
Director
Cinematographer
First Assistant Camera
Production Assistant
Grip and Lighting
Production Sound Mixer
Boom Operator
Editor
Color Artist
Aerial Pilot
Music License
Where It All Begins, By Summer Kennedy
Final Products — Four Films
Included: 4K Versions (for Facebook, YouTube, Presentations and more).
Up-To Three Minute (1x) — Where Movement Begins
60 Second (1x) — Where Movement Begins
30 Second (1x) — Where Movement Begins
15 Second (1x) — Where Movement Begins
Camera Equipment and Gear
Deadline
January 31st
Budget
$55k to $70k
Note: This proposal includes Fully Released Photography (RAW Footage) upon agreement that Inland Film Co maintains the right to use the footage for marketing purposes.
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This proposal was sent with the expectations of only being shared internally at Uber Technologies, Inc., and with no one outside the organization.
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