Dr.Squatch
Harness the Power of the Outdoors
During my time with Rain the Growth Agency, the other interns and I created a back to front campaign for the companies client, Dr.Squatch. Our goal was to increase sales and brand recognition through the medium of Youtube to target men ages 18-44 (which was a predetermined age range that are the primary consumers). Two other interns- one in the media planning department, and the other working in the paid social department- and I embarked on creating this campaign with the knowledge we learned during our internships.
The problem? We were given a short two weeks to pump out everything you see beneath, with me on all creative waiting for other roles to finish their work before I could finish mine. The other problem? I was going to be out of town for urtwo days. The last problem? We had no clue where to start, among our personal piles of client work outside of the project. Nevertheless, we persevered, presenting our final deck two weeks later to a group of 30 coworkers and superiors and receiving nothing but positive feedback on our work and presenting skills.
ROLE: CREATIVE STRATEGIST: PROJECT MANAGEMENT + BUDGET + PRODUCTION SCHEDULE + STRATEGY/CONCEPT DEVELOPMENT + SCRIPT WRITING + ART DIRECTION + DECK BUILDING + PITCHING
animatic for “Harness the power of the Outdoors”
Animatics are a moving storyboard strung together using little pieces of motion to see how the flow of the commercial with audio would look. This is a purely hypothetical video made using AI to show the visual possibilities for what the shoot could look like, given the script I wrote.
I chose to make this concept over the other ones due to the issues AI has with continuity currently. As the first concept was animation, AI had a hard time keeping the style consistent. The second concept was with Bigfoot, which AI also struggled to generate accurately to the non-violent narrative I scripted. When generating imagery for this concept, the AI was far more consistent and could grasp the ideas behind the imagery more accurately.
Things I learned:
AI is a pain in the ass.
Plan what you are going to prompt beforehand and do your research on best prompting keywords and formulas. I wasted countless credits because I used a less descriptive synonym. Trust me, I have it down now to a tee, but it was a process.
Make sure when you get an actor to do VO to not haphazardly let him just do the lines, but time him. I ended up having to cut some of the lines above to make it all fit.
Time your script before anything. My script was too long for a 15 second spot.
Disclaimer: I do not condone the use of AI for anything other than idea creating purposes. I would never create something using AI and send that out into the world for anything other than purely speculative and for quick idea visuals. I used Midjourney and Runway during this process to create everything on the left due to the timeline of this spec project.
Media Planning Intern: Aletha Lengkong
Paid Social/Influencer Intern: Karysma Rivers
