case study video

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Project Main Details

case study video 
A case study that breaks down the making of a TV commercial.
Youthful, middle age preferred.

It needs to come across as a casual, friendly voice.
nothing stiff or "too" professional or serious

For females a slightly raspy voice is cool!

Need an AIFF or WAV file for delivery 
2015-01-15 07:41:38 GMT
2015-01-21 23:00:00 (GMT -08:00) Pacific Time (US & Canada) 
Yes (click here to learn more about Voice123's SmartCast)
0 direct invitation(s) have been sent by the voice seeker resulting in 0 audition(s) and/or proposal(s) so far.
Voice123 SmartCast is seeking 105 auditions and/or proposals for this project (approx.) Invitations sent by SmartCast have resulted in 11 audition(s) and/or proposal(s) so far.

Project Parameters

The Voice Actor should be located in:
Fixed - USD 100
Others (on-camera, infomercials, live announcers, spokespersons)
Via Internet: none. for personal website only
English - USA and Canada
Middle Age Female OR Middle Age Male
• Audio files must be delivered via email
There are no special pre-, post-, or production requirements for this project.
Not defined
The voice seeker is willing to hire either union or non-union talents for this project

Script Details

custom demo required  
Coca-Cola wanted to show how young adults enjoy Coke at home.
but there was a problem,
most of the customers they were targeting with this campaign did not live in... or own homes.

So their messaging did not solve the problem of who they were addressing.

A new generation was now mostly living in apartments or condos... so the visuals and the situations were out of sync with the reality. The persona focus had become too broad in the current script.

With the deadline for the completed video looming just 14 days away, film maker Allen Martinez was brought in to revise the script and deliver messaging that was more in sync with the new direction.

Martinez had shifted the entire direction of the message to give it a different look and feel. In the final commercial he chose to focus on different rooms of the same apartment building, where young adults enjoy their life at home and their Coke. To show how Coke transformed their habitual, everyday moments turn to something more aspirational. So you leave with the feeling that can really enjoy your time in the house with Coke.

Martinez also had re-develop the look from scratch... He was still updating the script literally as he flew in overseas to the location and came straight from the airport and give a new brief to the VPs of marketing of that region of Coca-Cola.

Furthermore, to make the storytelling more interesting, Martinez had suggested everything appear in one fluid shot!

Not an easy task.

Although there was no apartment building, but rather a stage with multiple sets, he was able to use clever camera motion and wipes for an editing techniques that helped all the sets feel like one unified move.

From developing the look and the feel of all the sets, down to the kind of books that may lie on a coffee table, it was very important that all the flats feel very different from each other and help give each story a unique flair.
Martinez cast each person to find a perfect match to the customer personas agreed upon yet still creating variety, through fresh faces and vibrant wardrobe and sets.


Urban Life

The focus was on a younger demographic all in the same apartment.
So instead of simply showing people drinking at home Martinez helped create an idea that unites trends with an in home consumption experience in an intriguing and special way which RESONATED with Coca-Cola's audience.

The final product was a success and served Coca-Cola's agenda for several quarters.

Martinez had taken a situation from red alert to a green light in less than a week and delivered a video that served as a beneficial promotion tools for one of the largest brands on the planet. 
Please note that you should only use the script or your recording of it for auditioning purposes. The script is property, unless otherwise specified, of the voice seeker and it is protected by international copyright laws.

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