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CREATIVE BRIEF SUMMARY

Client: Milk-Bone
Product: Dog Treats

Market Competitors:
Purina
Pedigree
Beneful
Meaty Bone
Bocce’s Bakery

Strategy: Emphasize how dog treats play a big role in the relationship between dog and owner

Execution: A hard working man is having a stressful week at work. His dog notices that he is always coming home late and exhausted. One night, the man arrives home from a long work day. He sits down to watch tv and his dog jumps up to greet him. The man pets his dog and gives him a treat. 

Shot List: (click to enlarge)

Storyboard: (click to enlarge)

Story:
One snowy winter night, a family enjoys dinner together in the dining room of their home. Unbeknownst to them, a candle burning in the living room is knocked over by a gust of wind coming from a nearby window. The candle’s flame expands onto a pile of books, causing the onset of a small fire. As the flames grow, the family continues to eat dinner.

The mother of the family gets up from the table to get something from the living room. After ten minutes pass, the father and sons start to panic when they notice billowing smoke pour into the dining room. The father of the family rushes into the living room to save the mother while the sons jump out of the dining room window. A short while later, the father runs out of the house without his wife.  

Shot List: (click to enlarge)

Thumbnails: (click to enlarge)

Story:
One snowy winter night, a family enjoys dinner together in the dining room of their home. Unbeknownst to them, a candle burning in the living room is knocked over. The candle’s flame expands onto a pile of nearby books, causing the onset of a small fire. As the flames grow into a large blaze, the family continues to eat dinner.

The mother of the family gets up from the table to get something from the living room. Shortly after, the father of the family leaves to use the bathroom. Another ten minutes pass when the two sons start to wonder where their parents have been. They suddenly start to panic when they notice billowing smoke pour into the dining room. 

Shot List: (click to enlarge)

Thumbnails: (click to enlarge)

A Day in the Park

One day, during her daily morning jog through the park, a woman notices an attractive man reading a newspaper on a bench. She slows down a bit to get a closer look at the man. Suddenly, as she is caught off guard, the woman loses her balance and falls face first onto the concrete. Before she can even get up, she feels the hand of a stranger trying to help. As she looks up to thank the stranger, she sees the man from the bench smiling at her.

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(click to enlarge)

A Day in the Park

One day, during her daily morning jog through the park, a woman notices an attractive man reading a newspaper on a bench. She slows down a bit to get a closer look at the man. Suddenly, as she is caught off guard, the woman loses her balance and falls face first onto the concrete. Before she can even get up, she feels the hand of a stranger trying to help. As she looks up to thank the stranger, she sees the man from the bench smiling at her.

CHARACTER DESCRIPTIONS

the woman is a 35 year old journalist from the Upper East Side

the man is a 40 year old European art collector

CHARACTER SKETCHES (click to enlarge)

SHOT LIST (click to enlarge)

STORYBOARD THUMBNAILS (click to enlarge)

The scene illustrates a man mourning the loss of his girlfriend. The scene opens with him reminiscing over old times they’ve shared and ends with the viewer’s realization that she is actually gone.

List of Shots

1. Eye-level close up of couple holding hands

2. Medium profile shot of girlfriend

3. Low angle insert shot of girlfriend’s headstone

4. 3/4 medium shot of boyfriend crying

The characters are two romantically involved people in their mid-twenties. The girlfriend, Deena, was a young, beautiful and charismatic blonde with a slightly cynical nature. The boyfriend, Tim, is passionate about his relationship and deeply in love with her. He is a tad gullible but very sweet and sensitive.

Character Thumbnails

Storyboard Thumbnails