Week 8 Assignment for Trailside





WS of the front of Trailside from the right side as the sun begins to rise over the hills in the distance.

Birds chirping


Country twang music begins to play softly in the background (instrumental)




MS of employee (Hunter Bell) behind the bar from his left side putting the final touches on a hot latte. He reaches to his far left to sit the finished latte on the pickup counter and enthusiastically calls out the customers name as the music begins to crescendo.



Maria McGee (owner):

“It’s a social environment delivering a cup of liquid sunshine everyday.”


Music crescendos


CU from above the latte to show the “latte art” in the shape of a heart.

Music continues to play.


MS of the employee (Hunter) behind the bar and the customer in front of the bar. The employee nods to the customer and they exchange pleasant smiles.

Music continues to play.


MS of Maria McGee from the waist up sitting in a chair on the front patio of Trailside. The mountains are to her back. She is looking away from the camera, slightly towards screen right.


Text on bottom of the screen:

“Maria McGee, Owner of Trailside Coffee”


Music playing softly in the background.


Maria McGee:

“Well you know it starts with the beans. Some of the beans we’re bringing in are of the highest quality so that process is a painstaking one that they all go through and then it’s delivered to us.”


MS of Hunter Bell (employee) from the waist up sitting in the large sofa chair by the fireplace inside Trailside. He is looking away from the camera, slightly towards screen right.


Text on bottom of the screen:

“Hunter Bell, Assistant Manager and Barista”



Music playing softly in the background.


Hunter Bell:

“All of our beans come from a direct trade farm. So there’s fair trade, which a lot of coffee shops are and then there’s direct trade. With fair trade there’s a middleman. With direct trade we go straight to the source. Straight to the roaster.   There’s only one person involved.”





WS of Hunter and two other employees working quickly behind the bar to serve the many customers scattered around the store, chatting with one another and appearing to have a good time.

Sound of espresso machine, people chatting, and Hunter calling a customer’s name to get their coffee. Music is still playing softly in the background.


Maria McGee:

“Why I started it was because at the time there were no coffee shops out here and I live and grew up out here and wanted coffee.”



Back to MS of Maria McGee

Music playing in the background


Maria McGee:

“That’s why I started to deliver coffee to Crozet!”

“I’m kind of blessed because we’re in Old Trail neighborhood. I think people want to walk and get the newspaper and enjoy a cup of coffee in the mornings and not have to drive somewhere else to achieve that.”



MS of Stephanie Hicks and her son waiting patiently in line to order.

Music playing in background


Stephanie Hicks:

“Trailside is a huge part of life for many of us in Old Trail and a great, safe place for our pre-teens and teens to stop by for an ice cream or smoothie with their friends. We have many great establishments in Crozet, but having Trailside right here in Old Trail is so much safer than walking or biking across 250 or through the construction zone!   We LOVE Trailside!”


MS of Cindy Moore with her two daughters sitting on the front patio of Trailside. Their golden retriever is lying on the ground beside them.

Music playing in background


Cindy Moore:

“For us, Trailside is the heart of the neighborhood in many ways. My husband and I stop there on the way to work almost every morning and the kids hang out there after school and on the weekends with their friends. Even our dogs enjoy their time at Trailside. It’s really a place for the entire family, including our furry friends.”


Back to MS of Maria McGee

Music playing background


Maria McGee:

“Just come out, give us a try, come hang out, experience the place and let us know. We want to be the community coffee shop, so I don’t have a model of something we’ve been before. We’re certainly not a franchise, so all I can say is let us know what you think and what you want and honest feedback so we can be that.”


Camera slowly zooms out to a WS of Maria McGee sitting at the patio table chatting with someone sitting across from her. As the camera zooms out the outside of Trailside is in full view. The mountains appear in the background with the sun beginning to set behind them.

Music becomes louder


The Paper Edit: Captains Y & Z Interview

WS of CPT Y looking into a mirror while buttoning up his Army uniform. Soft instrumental music plays in the background (1-13)



As Captains in the U.S. Army, it’s a rank. You have to know what your charge is, and as you take that charge, you don’t just feed, you don’t just listen; you nurture. And what you’re going to nurture is that philosophy of the Army values. You’re going to nurture the philosophy of helping each other. You’re going to nurture the philosophy of teamwork.


WS of CPT Z tying up is Army boots and putting his hat on before quickly glancing in the mirror to make sure everything is in place before opening the door to walk outside. CPT Z:

And that saying, leave no man behind, it doesn’t just refer to when you’re on the battlefield. It refers to just as much when you’re back here at home station and your soldier needs help. You just don’t leave him out there on his own. You bring him in and you take care of him.


MS of CPT Y and CPT Z sitting next to each other being interviewed. Both men are wearing their Army uniforms. CPT Y:

There’s no science to it; it’s just a culture that once you put this uniform on, that you’re part of a family. And it’s a grand scheme of taking care of each other, leaving no man behind and that your part is—your small part of the Army is taking care of your family.


WS of CPT Y interacting with the soldiers in his unit while at work. CPT Y:

Soldiers are the—are the heartbeat; they’re the pulse and they’re the tempo of that unit. And if that tends to skip a beat, it’s going to show. If one soldier is hurting, his friends are going to know about it.   His friends are going to suffer from it. It’s going to bring down the morale.



CU of CPT Y being interviewed CPT Y:

Keeping that team healthy is most important.


CU of CPT Z being interviewed CPT Z:

You’ve got to keep them both mentally and physically healthy. And the physical part is usually the easiest way to keep them healthy. It’s the mental part—breaking through that barrier of, you know, “I’m a man. I’m in the Army. I don’t need help,” that’s the toughest part of keeping them mentally healthy.


WS of CPT Z and his unit during drills.   Everyone looks focused and determined. CPT Z:

I think that’s part of the army mentality; that you don’t want to ask for help.


There’s a stereotype that if you’re in the Army, that you’ve got to be a man, you’ve got to take care of your family. And you don’t ask for help. You just drive through that wall and crush it.


Back to MS of CPT Y and CPT Z sitting next to each other while being interviewed. CPT Y:

But when they do need help, having an open door and a sharing ear and it’s, you know, held in confidence, that you’ll be able to help them without them being another case—you don’t treat them like cases; you treat them like people. And you exhaust all possibilities to get him all the help that’s possible. That’s our approach.


WS of CPT Z laughing and having a good time with his unit at work. CPT Z:

So you ask how—how do we do it? Well, we have the support of our family at home, but our unit is a family.


WS of CPT Y helping two of his soldiers with a work task. CPT Y:

We actually, as commanders, live for our soldiers as we do our own families.


Back to MS of CPT Y and CPT Z CPT Z:

And when one of them is in trouble, we all come to their aid.



If a tasking is coming up or a duty coming up, it’s going to come regardless. We’ll find somebody else that can do it.



We will drop training at the drop of a hat to help soldiers out and their families.


WS of a soldier in uniform sitting next to an older gentleman lying in a hospital bed. CPT Y appears in the doorframe of the hospital room. CPT Y:

And it’s not that you’re not healthy enough to do it or that you’re not capable of doing it; it’s the priority that your family and the needs of your family outweigh this simple task.




A soldier is no good without his family. And even when it comes down to single soldiers, if it’s a grandparent or whatever their support system is, you do all you can to support it.


CU of each soldier’s smiling face featured in the video quickly appearing on the screen one after another. CPT Z:

And that’s how we make sure everybody is taken care of.


Black screen with Army logo and font:

Leadership. Teamwork. Family

Black screen with Army logo and font:

Army Strong


Reverse-Engineered Shooting Script for GEICO’s “Spelling Bee” Commercial

  Video Audio

WS of three people in an office kitchen space. An office phone is ringing. We see two people sitting at a table—Man 1 reading a magazine and Woman 1 eating her lunch. Behind them at the kitchen counter we see a second man walking off screen while stirring his coffee.



We hear an office phone ringing.


CU of the magazine Man 1 is reading. The magazine reveals a full-page GEICO ad. The ad shows a large image on the GEICO gecko to the far left margin with blue font to his right: “15 minutes could save you 15%”(followed by small print).



Man 1:



WS of Man 1 and Woman 1 sitting at the kitchen table. Man 1 continues to look down at his magazine and reads the print from the GEICO ad aloud. Woman 1 continues looking down at her food and eating. She is unimpressed. Man 1 looks towards Woman 1 with a confused look.



Man 1:



Woman 1:




MS of Man 1 from his left, allowing us to see Woman 1 sitting beside him. Man 1 looks at Woman 1 and inquiringly addresses her comment. Woman 1 continues eating while he is speaking to her. Still looking down towards her food, Woman 1 responds with a perplexed look on her face and quickly turns to face Man 1. Man 1 shows a half smile while raising his highbrows and gives a slight forward nod.



Man 1:



WS of Old McDonald walking hurriedly up to a microphone on the center of a stage. As he approaches the microphone, Old McDonald looks out and down towards the spelling bee judge (the judge is not shown) who is asks him to spell “cow”. Once he reaches the microphone Old McDonald faces the camera with a puzzled look on his face and begins trying to spell the word. A buzzer sounds when he completes spelling the word.   First startled by the buzzer, Old McDonald responds with frustration, turns to his right, and walks off screen.   “GEICO” appears in large white font in the center of the screen and in front of the stage and microphone as McDonald walks off screen.



Spelling Bee Judge:



Old McDonald:


Microphone screeches.


Old McDonald:



Buzzer sounds.


Old McDonald:






Reverse-Engineered Shooting Script for AT&T’s “It’s Not Complicated” Commercial

  Video Audio

WS of Bennett sitting with four young children at a round table in an elementary school classroom.   The children are all looking towards Bennett. We see two children seated to Bennett’s left—Girl 1 and Boy 2 and two seated to Bennett’s right—Girl 2 and Boy 1.






MS of the two children sitting to Bennett’s left—Girl 1 and Boy 2. Girl 1 excitedly answers Bennett’s question.



Girl 1:




Back to WS of Bennett and the four children sitting at the table.



Bennett (addressing Girl 1): THAT’S PRETTY BIG.


Bennett (addressing Boy 1): HOW ABOUT YOU?



MS of the two children sitting to Bennett’s right—Girl 2 and Boy 1. Boy 1 answers Bennett’s question with a quizzical look on his face.



Boy 1:


Back to WS of Bennett and the four children sitting at the table.



Bennett (addressing Boy 1):



Bennett (addressing Boy 2):



Back to MS of the two children to Bennett’s left—Girl 1 and Boy 2. Boy 2 responds eagerly to Bennett’s question.



Boy 2:



Back to WS of Bennett and the four children sitting at the table.



Bennett (addressing Girl 2):



Back to MS of the two children to Bennett’s right—Girl 2 and Boy 1. Girl 2 enthusiastically answers Bennett’s question. Boy 1 looks perplexed.



Girl 2:



Back to WS of Bennett and the four children sitting at the table.



Bennett (addressing girl 2):




Back to MS of the two children to Bennett’s left—Girl 1 and Boy 2.



Girl 1:




Back to WS of Bennett and the four children sitting at the table. Bennett is speechless.



Back to MS of the two children to Bennett’s right—Girl 2 and Boy 1, reacting shockingly. Girl 2 responds shockingly with wide-eyes and cups both her hands over her mouth. Boy 1 smirks softly.



Girl 2 (as she cups hands over mouth):



Boy 1 smirks softly.


Back to WS of Bennett and the four children sitting at the table. Bennett raises both hands to each side of his head and quickly expands them outward as if his head was exploding.




Makes faint exploding noise





Off-white screen with a large gray image of the United States and font:


Bigger is better.






AT&T. The largest 4g network.







Off white screen with AT&T logo and font:

(AT&T logo)





(AT&T logo)

Rethink Possible




Trailside Coffee Branding Video Concept

Trailside Coffee

Trailside Coffee is a local coffee shop located in the Old Trail Village Center in Crozet, Virginia. The Old Trail Village Center is in the heart of the Old Trail community, which is a large and rapidly growing neighborhood that also features a popular golf course. The Village Center is also home to a local pizza restaurant, a wine bar, a hair salon, and numerous medical and real estate offices.

Aside from coffee Trailside also sells teas, smoothies, and milkshakes plus a variety of baked goods, sandwiches, and soups. The store previously sold alcoholic beverages as well, but recently decided to stick with the non-alcoholic beverages only.


Trailside is seeking a branding video to increase brand awareness among potential customers and to increase awareness of its direct-trade practices among current and potential customers.

The branded video will live on the company’s website and will be launched using Twitter and email.  While Trailside hasn’t posted on its Facebook page since 2010, it has over 500 followers on Twitter and updates the account regularly.  Also, the Old Trail community has a Google group for past and present residents.  Trailside will send an email containing the branded video to all members of the Old Trail Google group.


Trailside is well known within the Old Trail community, but is relatively unknown to people living outside of Crozet.  Moreover, people living in other neighborhoods throughout Crozet seem to have a misconception about Trailside because of its location in Old Trail.  Trailside doesn’t have much of a brand identity or personality. For those living outside of Old Trail the coffee shop is often defined by its prominent location in the Old Trail Village Center.  Old Trail is sometimes referred to as Crozet’s “rich” neighborhood, which can make people living outside of the community feel unwelcome. When people visit a coffee shop they want to feel comfortable and welcome so this perception of Trailside based on its location can be a huge turnoff for potential customers.


The target audience is looking for a place that is convenient for morning stops but is also a great place to work, study or just hang out with friends and family.  The target audience is also health-conscious and needs a place that offers healthy and organic options for the whole family.

Content Points

  • Trailside is locally owned and operated
  • It offers a relaxed and comfortable atmosphere
  • Trailside purchases its coffee from Williamsburg Coffee, which is committed to being a direct-trade roaster.
  • Benefits of buying from a direct-trade roaster


Trailside is a local coffee shop committed to providing its customers with quality products and is an avid supporter of the local community.  Trailside offers a relaxing place to work or study or to just hang out with family and friends.


Bodo’s Bagels Branding Video Concept

Bodo’s is a local restaurant chain with three separate locations spread throughout Charlottesville, Virginia. The menu includes a variety of bagels, sandwiches, salads, and soups and includes options for vegetarians and vegans. Although none of the locations have a drive-thru, Bodo’s is considered a fast-food restaurant due to its low prices and quick service.

Brian Fox founded Bodo’s in 1988 with the idea of creating a restaurant where everyone felt welcome. Prior to opening Bodo’s, Fox successfully ran two other restaurants in New England. Like Bodo’s, these restaurants were created to provide a particular social experience, however, unlike Bodo’s, both restaurants catered to a specific niche market.

While Bodo’s does have a website, it is not regularly updated. The brand has a Facebook with 16k “likes” but does not update the page regularly.


Bodo’s Bagels is seeking a branding video to increase awareness and maintain its relevancy among local consumers. The video will focus primarily on Bodo’s history, growth, and welcoming atmosphere.

A YouTube account will be created for Bodo’s to launch the video. The video will also be launched on local news websites and on Bodo’s Facebook page.


Bodo’s strengths are its welcoming atmosphere, low prices, and quick service. Additionally, the 3 stores are conveniently located in the 3 main areas of Charlottesville, which include the business sector, downtown, and the university.

Although Bodo’s has many strengths and continues to draw in high traffic every day at all 3 locations, Charlottesville and its surrounding areas are beginning to grow at a fairly rapid rate. Countless new residential neighborhoods, apartment complexes, and hotels have been built within the past two years, which has brought in thousands of new residents from places both near and far. Additionally, the university accounts for its own thousands of new residents every year. A new shopping center has also opened this past year and is currently home to four new restaurants and a Trader Joes thus far, with plans for more to come in the near future. With so many new people and places coming to Charlottesville, Bodo’s needs to expand its marketing strategy to include more than just word of mouth. 


Bodo’s audience is anyone who lives in Charlottesville, is visiting Charlottesville, or passing through Charlottesville. It’s the college students, townspeople, and tourists alike. It is for people looking for a quick meal or for those just looking to have a good conversation with friends, family, or other restaurant goers.

Content Points

  • “Charlottesville institution”
  • Social experience
  • Locally owned and operated
  • Low prices, good quality food


Bodo’s is more than just a restaurant; it’s a community.  It’s not just for locals, but for anyone who decides to walk through the door.  The restaurant was created to serve as a social forum where everyone would feel comfortable.

The Persuasive Power of Branding

Coca-Cola: “Security Cameras”

Security cameras can be found around the world in most major cities, small towns, and in nearly every shopping.  Some are visible to passersby and others are initially hidden, but all with the intended purpose to reduce crime.  Because security cameras are most often associated with unlawful and unethical acts, it’s easy to forget that these cameras, which typically film 24 hours a day, seven days a week, capture much more than just  “bad guys” committing crimes.  They also capture a lot of good people committing acts of kindness, heroism, and joy.

For its 2013 Super Bowl commercial, which was originally aired in Latin America in the summer of 2012, Coca-Cola used security cameras across the globe to capture these everyday, feel good moments.  The commercial is set to the song “Give a Little Bit” and features security camera footage of people helping strangers, dancing in the street, kissing, and even sharing a Coke. The commercial is not pushing viewers to buy Coca-Cola products, but because the brand’s image is aligned with happiness and togetherness, showing two people sharing a Coke was a natural fit for the commercial and a creative way to reinforce the brand’s image without being aggressive.

The tone of the commercial is very upbeat and optimistic.  Towards the end, the commercial urges viewers to “look at the world a little differently”. Regarding the commercial, Guido Rosales, advertisement director of integrated marketing communications of Coca-Cola Latin America explains, “We want to remind people that acts of kindness and bravery are taking place around them all the time”.

Brand positioning statement-Everyday happiness

Nike: “Find Your Greatness”

This commercial is in line with Nike’s inspirational brand image. The clip shows ordinary people of various ages, sizes, and athletic ability from around the world being active in some form, whether it’s playing a pick-up game of football or participating in an organized event.  The commercial serves a reminder that celebrating sport is not reserved for championship and professional athletes. In the article Find Your Greatness With NikeGreg Hoffman, Nike VP of Brand Design and Communication explains, “The idea behind ‘Find Your Greatness’ is simply to inspire and energize everyday athletes everywhere to celebrate their achievements, participate and enjoy the thrill of achieving in sport at their own level”.

This commercial does not directly push viewers to buy Nike products, but there is one shot of an athlete wearing a Nike shirt.  However, Nike is a popular brand worn by many athletes and because only one of many athletes in the commercial is seen wearing Nike, the product occurrence seems incidental.  Also, the particular athlete wearing the Nike shirt is running in an organized race with countless other runners, so the appearance of the brand’s product fits the context of the event.

Brand positioning statement-Greatness is in everyone

Axe: “Unleash the Chaos”

This commercial was created for the launch of a new Axe fragrance for both males and females. The spot exaggerates the mayhem caused by uncontrolled attraction on a mass scale. The commercial shows cars crashing, buildings burning, and things exploding while men and women become intensely attracted to one another simultaneously due to the seductive scent of Axe. In the AXE Anarchy Case Study Tim Jones explains, “This disruptive behavior was driven by genuine insight – guys and girls want the same thing (each other) but sometimes hold back. AXE Anarchy for him and for her was positioned as the spark to ignite attraction”.

Brand positioning statement-Fatal attraction