2020 — “Montana Mountain Horses” ad
Pre Production Documentation
July 4, 2020
Prepared for White’s Boots. By Inland Film Co.
We’ve been following the process of working new horses at a Montana mountain ranch. Out there they hunt elk, deer, bear, wolf, coyote… they raise Highland cattle, and grow commercial grass Timothy hay. Montanans are rough, rugged people and their boots tend to be a point of emphasis for everyday tools to meet the demand of their work. There are many visceral stories to tell out at this ranch; from the everyday work fixing irrigation pipes and bailing hay, to repairing sections of wood fence with skid-steers to protect the cattle; but there’s one particular person we’re interested in for this first story. Our cinematographer, Sam’s wife.
Shayla has been working horses and training young people to ride since she was in middle school. Now she’s training new horses to respect the subtle commands for work and trail rides, while also training new riders. It’s a real Yellowstone (the tv show) kind of situation. The visual of a strong woman commanding these big animals with such authority could be harnessed to set a serious tone for a brand. This nation is churning in so many big ways and now is the time to utilize this powerful visual story of women working hard on the gritty Montana backdrop.
She’s also unhappy with her “One size fits all” roping boots. None of the mainstream boot brands have given her the support and comfort she needs for these long riding sessions, and she’s fed up. She needs a new boot that is custom fit for her and for the rugged work. The story we’re proposing is a short documentary, show casing the process of sizing and making a boot, and that boot in action, in the Montana dirt. This could be cut in a few different ways for maximum internet impact; documentary short in the ball park of 2 to 4 minutes, 30 second quick cut “trailers” as ads for sponsored use on YouTube, Facebook, and Instagram, and finally even shorter 15 second versions for Instagram Stories, along with countless images for web ads, banners, social media posts… we would make the pillar piece of content (the documentary short) and pull out countless other marketing assets.
On this page, you’ll walk through the pillars of the story we want to tell, along with inspirations from other rugged brands like Carhartt and Yeti.
Film Objectives
First — emphasize the lifestyle of the woman wearing the boot through showing the boot in action on the ranch. Use fast cuts and closeup detail shots to emphasize the boot’s necessity in that lifestyle.
Second — show-off the authenticity of the boot construction. Dark, aesthetically beautiful shots of the leather being worked by hand to craft the boots that make this lifestyle possible.
Third (not least) — built for the worst of conditions. The construction of these boots stands up to the toughest use.
These boots match the strength of the women working in them. We’ll show the process of making the boots, the people who make them, and the final product themselves in the dirt. White’s Boots are built to last, and built for the heaviest of use.
Mood
Gritty — using our style, and giving things a raw and organic look to make people feel like they’re part of something, or even like they’re the ones working the horses, wearing the boots.
Upbeat [BIG] — using a song that will elevate the visuals, we plan for this to be moved by a strong beat and to feel big.
Aggressive — through tight shots, quick cuts, fast movements, and raw power, this promises an action packed film made to get the heart racing.
EXAMPLE OF PAST WORK
Style reference. Color. Look and feel.
Hops to Beer - Bale Breaker Brewing Co (2018)
Director: Mitch Williams
Director of Photography: Sam McGhee
Producer: Danika Norman
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.This look and feel helps represent the seriousness the job and tasks the staff are challenged with — while being elegant and conveying the beauty of the gritty work.
People - Focusing on people’s face and details of their movement clues us in on emotions and helps us put ourselves in their shoes. We can really imagine ourselves enjoying a life with their product in it.
Action sequences - We loved seeing the workers performing the gritty work. It pulls the audience in. It also connects the dots between the product, the job, and the actual person performing the tasks that produce the product they see and/or use on a daily basis.
some inspiration
The above example (inspiration) was for Carhartt. We really liked the look and feel of it. The color. The grittiness. The wide range of scenery. All of this made for a compelling video showing where Carhartt helps people in their careers and daily lives — in a wide range of conditions.
The Carhartt + Hurley “The Last Wave” campaign is amazing. These videos inspire us a great amount for what we’d like to do in telling the “Working Montana Horses” story.
The second half of this one shows how we can use story, raw visuals, tight shots, and action to tell an authentic story about a White’s Boots use case.
Our Vision
By using fast cuts and natural sound, we’ll be able to get the heart racing. We’ll be able to convey the grittiness of the job, while also showing off how White’s Boots are the way they are getting that job done right.
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 is in frame at any moment and/or the action taking place (production, casting, etc.). 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.
We’ll want to get shots of very specific things happening, and gather the natural sound from them. In order for the fast cuts and tight shots to work to their fullest potential, we’ll need to be diligent about talking through all the possibilities for the best action sequences.
In order to fulfill all potential in a film like this, we’ll show as many rough textures in skin and leather and objects around horseback riding that give this lifestyle a sense of authenticity and genuine spirit.
what’s it going to Take?
NOTE: These dates are not concrete. They are up for discussion and could change based on scheduling conflicts.
Pre Production — Two to Four Weeks
Filming Days — Five Days (estimated)
Post Production: Three Weeks
Talent
Shayla McGhee
Ranch Workers
White’s Boot Makers
Crew
Director
Cinematographer
Production Assistant
Grip and Lighting
Production Sound Mixer
Aerial Photography
Editor
Color Artist
Music License
To Be Determined
Final Products — 1 Film, 7 Versions
Included: 4K Versions (for Facebook, YouTube, Presentations and more), as well as Instagram specific versions (tall/vertical).
2-4 Minute - Montana Mountain Horses (Main)
30 Second - Horse Work Focused Ad (Condensed 1)
30 Second - Boot Making Focused Ad (Condensed 2)
15 Second - Horse Work Focused Instagram ad (Condensed 3)
15 Second - Boot Making Focused Instagram ad (Condensed 4)
5 Second - Horse Work Focused YouTube non-skipable ad (Condensed 5)
5 Second - Boot Making Focused YouTube nonskipable ad (Condensed 5)
Additional Assets
We will be able to provide high resolutions still photos with graphics for White’s Boots to utilize on social media.
Camera Equipment and Gear
The first point of contact at your organization agreed to the following terms, therefore you are bound to the following as well. You agree all vision and scope for this series of films belongs to Inland Film Co, you agree the proposal is confidential and will not be shared with anyone outside of your organization (White’s Boots).