Virtual Connected Campus Video
Proposal by Paul Horton visuals
Hq0 is seeking a video to highlight how Vornado Realty Trust’s buildings and brand exude and exemplify New York.
Locations
NYC and parts of Boston for interiors.
Production team can operate locally across the Northeast.
Deliverables
One approximately 2 minute video.
about the paul horton visuals team
We are a film and photography production studio focused on representing the authenticity in stories and of their subjects.
We have over 25 combined years of creating films and photography with a focus on honest, impactful stories.
We are based out of central Connecticut with teams located in Boston and Brooklyn.
Our entire crew knows how to work with respect, efficiency and good humor. While this may seem like a small concern to many, we believe it is at the core of a successful film project.
Paul Horton Visuals Reel
The Vornado Tenant
Our goal
Our goal for this project is engagement – to reach an audience with content that is intriguing, provocative, authentic, and most importantly, engaging. We are not looking to instruct viewers how to use the app, we instead want them to go on a journey of real NYC experiences. We want the audience to feel excited about the possibilities and opportunities that the app can unlock for them as Vornado has created the first ever connected campus in a major metro.
Approach
This proposal envisions one approximately 2 minute video that will demonstrate multiple NYC experiences which are all connected through the app. We will combine three major pieces to create the full experience and give the audience perspective of the scope of how many pieces of Penn District that Vornado improves. These three pieces include aerial shots of NYC/Penn District to establish our location, renderings of buildings to show what to expect in the future and most importantly, real live action experiences to ground this video into something the audience can relate to.
We will outline a rough storyline further into the proposal to give more clarity to this approach as well as imagery to support this.
There will be three options for how we accomplish this video, in order to provide the most suitable option for the production timeline and budget.
Upbeat, charismatic music will be the driving force behind this video.
character
Our goal is to feature a character(s) that has real experiences in situations that we all can relate to. Although this video is derived from the app and its uses, this character(s) is what the audience will connect to.
Video Treatment Option #1
Storyline
The story opens with a character waking up in their apartment about to get ready for work. The first thing they do is take out their phone and ask “Vornado, how should I get to work today?” The app will appear in a 3D space as it shuffles through commute options. While this is happening, the character is making breakfast, getting dressed and then heads out the door.
As the character closes the door, we jump to aerial shots of NYC to establish where we are. Motion graphics highlight a web of connectivity, then narrows its focus on one section as the aerial shot then zooms closer to the ground.
We are introduced to a new character who is outside and is selecting a ride sharing service in the app. This character hops in the car and we briefly follow their journey inside the car as well as view scenes of NYC from their perspective. We jump back to another aerial shot of NYC looking down at cars traveling.
Another new character is shown entering their building using the app for access. They walk into the lobby and as they pass the lobby, multiple renderings of future spaces appear to demonstrate what it will become. This same character walks into work and greets coworkers as they sit down.
A new character is shown at their work, ordering food on the app. They then proceed to pick it up and after they finish eating, they use the app to leave a positive review.
We have another new character who is on break while working at a coffee shop and is scrolling through activities in the app. They come across a yoga class and book it as well as a yoga mat. We follow them to the yoga class and show them participating.
Our last character is walking the street after a day of work and is looking up events on the app. They come across a networking event at a restaurant and reserve their ticket. We then follow them into the restaurant as they check in and are show meeting multiple new people.
We end with jumping back to an aerial of Penn District, slowly pulling back to a wider shot of NYC. The motion graphics will demonstrate how connected every part of this district is because of the app and Vornado.
Motion Graphics
Motion graphics will play an important role in this video to demonstrate how the app is used and what each character is using it for. It will also be used to show how connected each part of the Penn District is. Below is an example of the style of motion graphics we would employ in regards to how we show the app. The mood board further below includes an image NYC with a connected web graphic, which will be a starting point of inspiration for how we develop this.
Aerials
We will utilize a high-end aerial production company in NYC that will enable us to get perfectly controlled aerial shots of Manhattan as well as the Penn District. This will be our most involved aerial effort of the three options and the benefits include the ability to get as wide or as tight of a shot as needed in the Penn District as well as create truly unique shots of the NYC skyline that will only exist in this video. Below is a sample reel from the production company that we will partner with for this video.
Renderings
We will incorporate several of the illustrated renderings which feature different buildings, lobbies and rooftops. These renderings will be interspersed throughout the video in moments, for example when we come across a lobby as a character enters a building, we will hold on the lobby and introduce several renderings of lobbies in a 3d space overlaid on top of a blurred live action lobby.
Music
This option will include a fully custom song that will be able to musically highlight different chapters and moments in the video, which can not always be accomplished with stock music. This song will also be another element that is unique to this video.
Aerial Reel
Motion graphics app example
Mood board
Below are sample images from online sources to show the types of shots and overall feel we would aim for based on the story. We will blend smooth aerial shots with a mixture of steady handheld shots to add some life into the live action characters.
Budget breakdown Option #1
Elements of the following estimate can be mixed and matched with the other two options to create a more custom approach, if desired.
Video Treatment Option #2
Storyline
It’s important to note here, that we will keep a very similar storyline to Option #1.
The only major change we will need to apply is to reduce the number of characters down to 1 character. This approach wouldn’t be as expansive as Option #1, but we would still very much accomplish the same message of using the app to have various experiences in NYC that Vornado provides through their tenants.
Motion Graphics
Motion graphics will once again play an important role in this video to demonstrate how the app is used and what thecharacter is using it for. It will also be used to show how connected each part of the Penn District is. The same approach of motion graphics we would employ in regards to how we show the app can be seen again under Option #1. The mood board from Option#1 includes an image NYC with a connected web graphic, which will be a starting point of inspiration for how we develop this.
Aerials
In this option, we would use a different aerial production company that would still enable us to get footage of Manhattan and parts of Penn District. We will be more limited to the variety of shots and proximity to the ground as well as camera movements, but we will still be able to accomplish footage that is unique to only this video.
Renderings
We will incorporate several of the illustrated renderings which feature different buildings, lobbies and rooftops. These renderings will be interspersed throughout the video in moments, for example when we come across a lobby as a character enters a building, we will hold on the lobby and introduce several renderings of lobbies in a 3d space overlaid on top of a blurred live action lobby.
Music
This option will include stock music that will still have an energetic, upbeat and immersive sound that will carry the audience throughout the video.
Budget breakdown Option #2
Elements of the following estimate can be mixed and matched with the other two options to create a more custom approach, if desired.
Video Treatment Option #3
Storyline
We will feature one main character and film three key scenes at the beginning, middle and end of their day where they utilize the app. This will help the audience comprehend what the app does to help the user. In between these moments, we will show several renderings of other spaces with light motion graphics weaving over them. In this option, we would explore a voiceover to explain more of what the app will do and what people can expect in the future. The voiceover will occur mostly when we are viewing the renderings as well as at the end to tie everything together.
Motion Graphics
Motion graphics will demonstrate how the app is used and what the character is using it for. It will also be used to show how connected each part of the Penn District is. The same approach of motion graphics we would employ in regards to how we show the app can be seen again under Option #1. The mood board from Option#1 includes an image NYC with a connected web graphic, which will be a starting point of inspiration for how we develop this. Since there will be less scenarios of characters using the app, this video will be a little lighter on the motion graphics, but will still demonstrate key components of it.
Aerials
In this option, we would utilize stock aerial footage of NYC. We will be able to establish the location of our character, but will potentially be more limited to what exactly we can see.
Renderings
We will incorporate several of the illustrated renderings which feature different buildings, lobbies and rooftops. These renderings
Music
This option will include stock music that will still have an energetic, upbeat and immersive sound that will carry the audience throughout the video.
Budget breakdown Option #3
Elements of the following estimate can be mixed and matched with the other two options to create a more custom approach, if desired.
timeline
All three options have similar production timelines.
Option #1: Approx. 1 week for pre-production, 1 week for production and 1 week for post-production. Motion graphics are approximately 2 weeks total, which will occur simultaneously. Please not that aerial filming is subject to minor shooting date changes due to weather.
Option #2: Approx. 1 week for pre-production, 1 week for production and 1 week for post-production. Motion graphics are approximately 2 weeks total, which will occur simultaneously. Please not that aerial filming is subject to minor shooting date changes due to weather.
Option #3: Approx. 1 week total for pre-production and production. 1-2 weeks for post-production, including motion graphics.
Thank you for considering this proposal!
Please reach out if you would like to further discuss this proposal or have any questions.
Eric Leone
860-878-0681