Shooting Scripts/Digital Storytelling

Teresa E. Fayak


West Virginia University

November 30, 2014


Digital Storytelling


“You’re Doing Ok Mom.”

Johnson and Johnson


                           Video                        Audio
1. CU-Female hand turning faucet Music-Slow piano-continues through 33. SFX-Water-continues through 3. SFX-Squeaking faucet continues through 2.
2. CU-Different angle female hand turning faucet
3. CU-Bathwater, out of focus rubber ducky and toys
4. WS pan left to right with baby in tub and a female obscured sitting on tub. Water stops.


5. MS Mother (face obscured) baby in tub covered in bubbles. Announcer: “I think this…”
6. CU baby smiling with mothers hand cupped around head. Announcer: “is a good time to tell you…
6. XCU-baby smiling You’re doing okay Mom.”
8 WS- Mother with baby in floor.
9. CU-Same mother smiling picking up baby.
10. CU-Different Mother playing peek-a-boo with baby. Announcer: “I can call you Mom…”

SFX-Baby laughing

11. MS-Different baby sitting upright in tub, smiling. Announcer: …Right?”
12. CU-Different baby laying down on changing table smiling. Announcer: “I know…
13. CU-Different baby with pacifier laying in plastic tub with mothers hands gently touching Announcer: …we haven’t known each other very long.”
14. MS-Different mother and baby, both smiling, sitting on couch with baby in the air playing airplane. Announcer: “But you seem like a real keeper.”
15. CU-Different baby on changing table making a face while different mother tries to put on its clothes. Announcer: “You’re not perfect. There was ”
16. MS-Different baby sitting in tub, mother touches baby’s nose. Announcer: …that strained carrots incident.
17. MS-Over the head angle with mother breast feeding baby. Announcer: “But you’re trying.”
18. CU-Different mother smiling in bathroom Announcer: “You pick up my bottle…”
19. Cut to CU of baby smiling back at her. Announcer: “…every time I toss it out of my stroller.”
20. WS-of mother in hallway lifting baby to ceiling.
21. CU-of baby sucking on its hand Announcer: “It’s high comedy…:
22. MS-of different mother sitting on couch, placing hair across face to make a moustache with baby on its knees. Announcer: “…to an eight month old.” You…
23. CU-of different baby suds on head while mother gently wipes it away. Announcer: “…you hum the Barber of Saville when you wash my hair.”
24. MS-of different baby walking toward camera as mother and baby giggle. Announcer: “So cool.”

SFX-Baby and mother giggling.

25. MS-of baby laying on bed smiling as obscured mother wipes Johnson and Johnson baby lotion on baby’s feet. Announcer: “And your rub downs are out of this world.”
26. WS-of baby and mother looking in mirror. Announcer: “Anyway.”
27. MS-of mother sitting by bed with baby on tummy looking at her. Announcer: “I want you to know…”
28. WS-of mother with baby on shoulder slowly swaying in living room slowly. Announcer: “…how much I appreciate you.”


29. CU-same mother with baby on shoulder slowly swaying Announcer: “You know right?”
30. CU-of mother looking down next to tub.
31. MS-of baby in bed covered with blankets looking content. Announcer: “How much I love you.”
32. XCU-of mother kissing a baby’s head
33. CU-of same mother looking down at the same baby who is sleeping. Both looking content. Announcer: “You’re doing okay Mom.”
34. Slate comes up saying “Johnson’s Baby”



Kmart Yo’ Mama



                       Video                  Audio
1. WS-Kids on a playground. Kid #1: “Hey…”
2. MS-Kid #1(boy) speaking to Kid #2 on playground. Kid #1: “…did you mama get that hoodie at Kmart?”
3. MS-of Kid #2(boy) and a girl. Kid #2: “Yeah, dog.”
4. MS-of Kid #1(boy). Kid #1: “Well your mama must have a mouth full of cavities.”
5. LS-of Kid #1 (boy) and others on playground. Kid #1: “Cause that hoodie is…SWEET!”

SFX- Kids saying “Oooo.”

6. LS-of Kid # 2 (boy) and others on playground. Kid #2: “You’re mama is so fashion forward. The future called…”
7. WS-Of Kid # 2 (boy) and others on playground. “…they want those high tops BACK!”


8. WS-all kids on playground. All kids say “Ohhhh!”
9. MS-of Kid #3 (boy) talking to a girl. Kid #3: “Well your mama…”
10. Fast Cut MS-of Kid #3 (boy) talking to a girl. Kid #3: “…got so much game that she couldn’t even…
11. Fast Cut MS-of Kid #3 (boy) talking to a girl. Kid #3: “…store it on that tablet.”

All kids say “Ohhhh!”

12. Cut MS-Kid #4 (girl) Kid #4: “Well your mama is so fiscally responsible
13. LS-Kid #4 (girl) Kid #4: “…she got all that on free layaway.”
14. WS-all kids on the playground. All kids say “Ohhhh!”
15. Cut XWS-all kids on playground. Congratulating each other. Still saying “Ohhhh!”
16. Cut MS-of a coach with a whistle neck dressed in gym clothes.

Slate comes up that says: “Shop your way” “Free Layaway for members.”


Coach says, “Shop your way members get free layaway at Kmart. A New school year starts here.”




YouTube. (2012, February 23).You’re Doing OK, Mom! JOHNSON’S® Baby Commercial. Retrieved on November 30, 2014 from:



YouTube. (2014, September 3). Kmart Yo Mama Commercial. Retrieved on November 30, 2014 from:


Creative Briefs-Rockin’ Hair Boutique and Tesori

Creative Brief

Rockin’ Hair Boutique & Tesori: Vintage Home, Fine Art, & Antiques

Teresa E. Fayak

November 24, 2014

West Virginia University

 Creative Brief




Jayna Corns


Client Information:


Rockin’ Hair Boutique

5420 Maccorkle Ave SW

Charleston, WV 25309

(304) 744-1277




Create a short film via YouTube to connect with current and potential customers.


Prepared by:


T.E. Fayak, (555) 555-5555,



Rockin’ Hair Boutique has asked for a branding video of its services for its Facebook and Web page.



Rockin’ Hair Boutique was opened in 2006, which is a relatively new salon compared to many others in the area. Her competition; Regis, We Care Hair, and Hair We Are have been in business in the area for over 20 years. The owner, Jayna Corns, salon is located at 5420 Maccorkle Ave SW, in South Charleston. The Boutique is located on Route 60, which is a four lane highway with a 50 MPH speed limit. The salon looks like a house and has a 25 foot sign located in the front yard, but the salon is located next to fast food restaurants, a tarot card reader and a heavy equipment dealer. She and another stylist, Justin White, are the only staff for the business. Corns explains that her salon is basically a word of mouth operation and acquires clients by referrals and on FaceBook. Her website is a new venture and she believes it’s a waste of time and money. Her marketing budget is extremely small and she would like to market her Boutique to raise its clientele base.



The primary target will be segments of our customer database: male and female, 20 to 45 years old, who are looking for the latest trends in hairstyling and fashion. The target will be approximately 40% married, with combined household incomes of $85k on average.


Audience Insights

“Jayna and Justin have exceeded all of my expectations. I’ve been going to Rockin’ hair for over 7 years now, and I would NEVER go anywhere else! I recently had extensions put in, and I ABSOLUTELY LOVE them! They did such a wonderful job, I recommend them to anyone and everyone!!” -Carissa Elkins


“The only place in West Virginia to get your hair done. Jayna and Justin are up to date on the latest style and hair and makeup techniques. Awesome stylists and atmosphere. You won’t be disappointed. Book your appointment today.” -Crystal Hudson


Beautiful shop, friendly and professional service that is on-time and they do wonderful work! What a salon visit should be.” -Beth Shamblin


Had a great 1st experience w/Justin & Jayna!! Love my haircut! You both are fun and easy to talk to, I will definitely be back!!” -Gretchen Simpkins


(Rockin’ Hair

Content Points


  1. Rockin’ Hair Boutique is Winner of the Herald Dispatch Best for Beauty and Styling Salon in Putnam County 2013.


  1. Rockin’ Hair Boutique stylists continue their education to stay on top of latest cosmetology, techniques and services.


  1. Rockin’ Hair Boutique stylists have over 10 years of working together in the business.


  1. Rockin’ Hair Boutique stylists are both licensed cosmetologists and have many certifications for different styles of cuts and color by reputable vendors; L’Oreal, Matrix and Redkin.


  1. Rockin’ Hair Boutique stylists strive to make every haircut a fun and unique experience.





The audience is comfortable with the latest trends in fashion, hairstyles and cosmetics that make them look hip, fresh and professional and are among the first to try them out. They’re constantly connected to entertainment, celebrities and the latest fashion via internet and magazines. We will call our representative personas “John and Grace”.


John and Grace say, “Rockin’ Hair Boutique will give me the latest style of haircut and hair products so I can look professional while still being on the cutting edge of fashion.”


Creative Brief




Stefano Dipietrantonio & David Riter


Client Information:


Tesori: Vintage Home, Fine Art, & Antiques

418 Virginia St. W

Charleston, WV 25301

(304) 982-5807

Create a short film via YouTube to connect with potential customers and inform them they are open for business.


Prepared by:

T.E. Fayak, (555) 555-5555,



Tesori: Vintage Home, Fine Art, & Antiques has asked for a branding video of its vintage home decor, antiques and biscotti for its Facebook page.



Tesori: Vintage Home, Fine Art, & Antiques was opened in August 2014. Both of the owners, Stefano Dipietrantonio and David Riter, run the store, but, Dipietrantonio also has another full time job. The store is located at 418 Virginia St. W in Charleston, West Virginia. This location was very appealing 20 years ago as it was a hub of business activity, but as of late it has had a number of crime committed near its location. As a “new” antique store in an area of established ones the owners need consumers aware of its location and unique items. The owners confide that Tesori’s competition are other antique dealers and to some extent big box retailers selling similar items. Challenges are convincing customers that items in the store are better priced and of better quality on a small marketing budget.



The primary target will be segments of our customer database: male and female, 20 to 65 years old, who are interested in history and are looking for unique home décor both antique and refurbished. The target will be approximately 50% married, with combined household incomes of $85k on average.


Audience Insights


I went in Friday for the first time. I found my dad the perfect birthday present, a carved walking cane. He loved it. They have a Loy of really great items. Will definitely be going back! Thanks guys for your help!” -Tim Albee



“Such a cool place! Everyone needs to check this place out!” -Brenda Swiger


“EXQUISITE! Love, love, love the shop! Thank you David for being so refreshing today. Wishing you much success! Tesori is amazing.” -Sherri Michele Jackson


“Love these guys – they find the most amazing vintage items and really have an eye for curating collections.” -Celesta Carter




Content Points


  1. Tesori: Vintage Home, Fine Art, & Antiques offers one of a kind beautifully distressed vintage home decor, antiques.


  1. The owners, Stefano Dipietrantonio and David Riter, use the techniques of ‘picking’ to find unique items to sell at Tesori.



  1. Tesori: Vintage Home, Fine Art, & Antiques not only sells antiques but also makes homemade Biscotti in different flavors from a family recipe.


  1. The owners, Stefano Dipietrantonio and David Riter, believe if you offer better prices and quality merchandise than other antique dealers in the area you will gain new customers.



Tesori’s customers are fascinated with history and regaining their youth by finding unique items in the store. They’re constantly looking for a deal and quality workmanship. We will call our representative personas “Jack and Greta”.


Jack and Greta say, “Tesori: Vintage Home, Fine Art, & Antiques always has the most unique items that I have to buy.”




Rockin’ Hair Boutique Website. (2014). Retrieved on November 23, 2014 from:



Tesori Facebook. (2014). Retrieved on November 23, 2014 from:







Non Literal Commercials


Teresa E. Fayak

West Virginia University

November 3, 2014






The following paper will discuss three non-literal commercials. The commercials chose are; Budweiser’s  “Friends are Waiting,” Beyond Blue’s The “Invisible Discriminators,” and Evolve’s “The Playthings.” Each commercial will be broken up in sections. The sections will be separated to discuss the plot of each commercial, the brand’s strategy and will make a brand positioning statement.


Commercial #1

Friends Are Waiting

Created in consultation-Momentum Worldwide, Richmond Heights.

Produced at- The Big Tree

Executive Producer-Larry Israel



The plot of “Friends are Waiting,” tells a story of a young man and his dog and how they need each other.

In the beginning, a young man in his 20’s brings home a puppy. During the puppy’s formative years, the young man bonds with the puppy; they play ball, go for walks, take naps, go on car rides, and go to the lake. They become best friends.

In the middle of the story, the young man goes out with a bunch of his guy friends with a six pack of beer and he tells the dog that he will see him later. The now older dog sits and waits for his “human” to come home. Time passes and dog become more worried since his “human” doesn’t come home. Then a slate comes up and says “For some, the waiting never ended.” Then another slate comes up and says, “But we can change that.”

In the end, the dog, which has been waiting all night laying in front of the door, hears the keys unlocking the lock and he perks up. His human says he’s sorry, but he drank too much and stayed all night with a friend. Another slate comes up and says, “Make a plan to make it home. Your friends are counting on you.” Then the young man tells his dog he’s back and pets him. Then Budweiser emblem comes up with a #friendsarewaiting.


The strategy the company Budweiser uses in this commercial is ingenious. The company knows that drinking beer can impair the consumer’s ability to drive. Budweiser want you to drink responsibly and if you drink always have a designated driver, the consumer will come home to their friends.

Brand Positioning

Budweiser cares about its customers and wants them to drink responsibly, if not have a designated driver, because someone is home waiting for them.

Commercial #2

The Invisible Discriminator

Developed by-Marmalde

Executive Creative Director-Neil Mallet



The plot of “The Invisible Discriminator,” is how people can innocently or not so innocently discriminated against each other.

In the beginning, the commercial displays people in everyday situations; sitting on a bench, going to a store, and riding a bus. But in each situation a man dressed in black appears and places doubt in the persons mind, then that person becomes uncomfortable.

In the middle, an announcer says, “Discrimination leads to depression and anxiety in indigenous Australians. No one should be made to feel like crap, just for being who they are…”

In the end, a slate comes up and says, “Stop, Think, Respect,” then the brand Beyond Blue, Depression, Anxiety logo appears.


The strategy of the brand is to demonstrate how people discriminate against others on small levels without even knowing it and showing how that discrimination affect those they discriminate against.

Brand Positioning Statement

People who are discriminated against can become depressed from constantly being victimized and those who discriminate should realize it.

Commercial #3

The Playthings

Developed by-McCann New York

Director- David Kerr



The plot of “The Playthings,” is a mother comes to pick up her child from his friend’s house and find the boys playing with sexual toys.

In the beginning, Mother #1 asks Mother #2 if her son, Kyle, behaved himself, she says yes. In the background, you can see the kids playing in the house, they then run out of the house dressed up using sexual toys as swords.

In the middle, Mother #1 notices that the boys are playing with inappropriate toys and she is embarrassed. Then Mother #2 looks at Mother # 1 in disbelief.

In the end, the announcer speaks and says, “If they find it, they will play with it. So always lock up your guns.”


The brand, Evolve, is a gun safety organization. The strategy is to show parents, even if you hide a gun, if found, it will be played with by the children.

Brand Positioning Statement

An innocent game could have deadly consequences.



Friends Are Waiting. (2014, October).Retrieved on November 1, 2014 from:


The Invisible Discriminator. (2014, October). Retrieved on October 31, 2014 from:


The Playthings. (2014, October). Retrieved on October 31, 2014 from: