Appalachian Prison Book Project Shooting Script: Thank You for Believing in Me (Draft 1)

Video Audio
Wide shot of a young prisoner, Sarah, sitting on a bed in her cell reading a tattered and torn book.

Zoom in to see that the book is a copy of To Kill a Mockingbird.

Fade in a very soft version of just the music from Michael Jackson’s Heal the World.
Quick transition to Sarah reading outside in the courtyard that is enclosed by a high gate. She continues to flip through the pages of the book. Sarah says, “I have made some terrible mistakes in my life that have brought me here to the FDC Alderson in West Virginia. I have ruined relationships with my friends, my family, and my former coworkers. But over the past few months, I have found myself back on the right path, and I owe a lot of that to finding a love in reading.”
Another quick transition to Sarah perusing the prison’s library, walking down the aisles. Sarah: “I’m not sure I would have discovered the light to turn my life around if it wasn’t for the Appalachian Prison Book Project and the donors who graciously fund the initiative and send these books that tell me a new story every day. “
Sarah eventually finds herself at a table reading a new book. Sarah: “The stories I have found in these books have inspired me to rewrite and begin to retell my own story. I don’t want to be labeled as a prisoner or a criminal. I don’t want that to be my story.”
A few more women prisoners sit down as if they are involved in a book club. They begin to talk about the books in their hands, flipping through the pages. Heal the World begins to play lightly again. And there is a light murmur of the ladies’ conversation.
The group disperses, and the viewers find Sarah in the hallway walking to her cell. Sarah: “One day soon, I will find myself not walking down these halls, but walking out the front door of this prison.
Eventually she finds herself again back at the cell, but before she steps into the cell, she holds her stare at the camera for a few seconds. She then walks in, sits down on her bunk, and opens up a book. Sarah: “And I will be ready to get back out their in the world, and this time, I will do right by my friends, family and the rest of the world. This will be in large part due to the generosity of the donors of the Appalachian Prison Book Project and how they believed in me. Thank you for believing in me. ”
The background of Sarah in her cell blurs out, and the Appalachian Prison Book Project logo fades in with contact/donation information, and the phrase: “We can’t thank you enough for helping us be the change in the world.” Heal the World fades out.

Paper Edit: Army. Family. A way of life.


Logo retrieved from


Video Audio
1. Slow fade in of a picture of soldiers at a station, but then a quick jump to video footage of Captain Y and Captain Z. Light, soft music fade in for about 3 seconds and remains in the background. Captain Z begins talking at the three second mark.

Captain Z: “…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 — you just don’t leave him out there on his own. You — you bring him in and you take care of him.”

Captain Z: “…I think a lot of the soldiers know that they can come for help. And once they get that help, it — it builds up a pride that ‘Hey, I like what I’m doing. I’m working for somebody that’s going to take care of me, that’s going to take care of my family, and they’ll take care of my battle buddies if they need help.”

2. Wide shot of the Jones family in the hospital with the sick child. Specialist Jones is in his Army uniform. Light, soft music continues to play.

Captain Y: “When a soldier’s child has –has cancer, as in the case of Specialist Jones, anybody that has kids — even if you don’t have kids — it sends something through you. I — I wouldn’t know what I’d be able to do without the love and support of — of my family, especially my kids.”

3. Cut directly back to interview footage of Captain Y and Captain Z with focus on Captain Y. Light, soft music continues to play.

Captain Y: “A five-year-old, cancer,and the child, you know, wouldn’t know the difference between missing cartoons or playing outside. And — and he’s up for the fight every day.”

4. Moves back over to focus on Captain Z shaking his head agreeing with Captain Y, and then cutting to Captain Z and Y meeting with Specialist Jones in their office. Music becomes even lighter.

Captain Y: The unit — within our unit, daily operations still went on. Specialist Jones wasn’t treated any differently. He was even given another job, but he was given support. He — whenever his child had an appointment, there was a never a question.

Whenever, you know, the — the family might have needed something, it was there. And anything that may have come up as an issue, there was no judgment. It was just, ‘Hey, let’s get your family — let’s get them back healthy, whatever we can do.’”

5. Continuing with picture of Specialist Jones talking with Captain Y and Captain Z. Captain Z: “If a soldier takes that step to come ask for help through AER or any other services that the Army can provide, it – you know it’s legitimate.”
6. Quick jump to a close up of Captain Y and Captain Z video footage. Light music still playing in the background.

Captain Y: “Most cases, most soldiers like to keep their own problems personal. But when they — when they

do need help, having an open door and a sharing ear and that 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.”

7. Shoots to a close up of Captain Z. Light music still playing in the background.

Captain Z: “…as Commanders, I think it’s important that we recognize those soldiers that need help and try to break that barrier and let them know it’s okay to come forward and — and ask for the help that the Army can provide them.”

8. Wide shot of Specialist Jones interacting with almost his entire unit with Captain Y and Captain Z in command. Light music still playing in the background.

Captain Z: “…you don’t always have to talk to them from a Commander to a subordinate standpoint. You just talk to them man-to-man, and you learn a lot from your soldiers when you do that.”

Captain Y: Right. Soldiers are the — are the heartbeat; that — they’re the pulse and they’re the tempo of that unit. And if that — that tends to skip a beat or tend to catch asthma, it’s going to show. And — and that — keeping that team healthy is — is most important. 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 morale.”

9. Back to a close up of Captain Y and Captain Z during their interview footage. Light music still playing in the background.

Captain Y: “We actually, as

Commanders, live for our soldiers as — as we do our own families. If one of my soldiers is hurt, it’s — it’s more than personal because if they — if they’re without, then I feel like it’s — it’s — it’s my fault or my First Sergeant, he feels the same way.

So we have to ensure that they have the basic necessities to keep them healthy, and that’s where it starts, with motivation.”

Captain Z: “I’ve never seen a unit come together more than when a soldier or a soldier’s family needs help, and it – like CPT Y was talking about motivation, it’s a great motivator to know that you’re helping one of your soldiers.

And we will drop training at the drop of a hat to — to help soldiers out and — and their families. And that — that is just absolutely crucial.”

10. Quick jump to a picture of Specialist Jones and his family rallied around his sick child in the hospital bed receiving chemo. Light music still playing in the background.

Captain Y: “The — the essence of family is — is not just, you know, mother, child, you know, husband, wife and — and their children, et cetera. You have so different — many different conglomerates of what we call family. And — and just being able to support that is — is great for us.”

11. Another jump to a blue screen with the army logo, and the saying, “Army. Family. A way of life.” Light music fades out.

And it fades out with:

Captain Y: “Not everybody has a problem, but everybody can always use some help, whether it’s personal, professional. It’s only going to make you that much better as a leader.”

Budweiser & DICK’S Sporting Goods Shooting Scripts

Budweiser Gives Epic Lyft Home – 2014 Holiday Commercial

Video Audio
1. Wide shot of landscape of Boston, MA. Light music in the background.
2. Opens to a wide shot of the outside of a bar in Boston with the text “This holiday season, Budweiser (bold) is teaming up with Lyft (bold) to get #HolidayBuds home safe. Same light music in the background
3. Scene moves directly to inside the bar with people. Still light music, but add laughter and sound of movement.
4. Another wide shot of two girls on cell phone. One has Budweiser bottle in her hand, and the other is ordering a Lyft car. Lyft screen is in the background. Same light music.
5. Lyft vehicle with pink mustache on the front pulls up and a male gets in the car. Same light music.
6. Scene moves to two guys with the words, “But we’re bringing a very special ride with us.” Same light music.
7. Camera moves to right to show a horse drawn carriage First guy in plaid shirt say, “What?!” Both laugh. Music still in the background.
8. Clydesdale horses continue to come into the shot. Horses are wearing the Lyft pink mustache, and pulling a carriage. One male asks, “Is that our Lyft?”
9. Quickly moves to shot of the drivers of the carriage. Two men dressed in suits with hats and a Dalmatian. Carriage has Budweiser logo on it. First driver asks, “Did you request a Lyft?” Music is still playing.
10. Wide shot moves directly to a couple from the left. The couple is looking up at the carriage. Both are laughing, and female says, “This is not what we were expecting!”

Music is still playing.

11. Cuts back to the two males with the camera shooting from behind them. Males are looking up at the carriage drivers. Other male asks, “Where do you we get on?”

Music is still playing.

12. Shot from underneath the carriage of the horses hooves walking. Walking noise of the horse and the carriage with the music still playing. Music gets louder, and viewers can now tell it’s a Christmas song.
13. Wide shot of two drivers, Dalmatian and a new couple in the background taking a “selfie” from an iPhone. Holiday music.
14. Moves directly to a close up of the couple face. Both are smiling as if taking a picture. Holiday music continuing.
15. Then moves directly again to another shot of the two drivers with the Dalmatian with two females in the back laughing with each other. Text appears saying, “Round up your #HolidayBuds and make a plan to make it home safely this holiday season.” The female on the left says, “Definitely the best ride I’ve had in a long time.”
16. Moves directly to a red screen with a wooden cooler/case that says, “Budweiser Lager Beer Made in America.” Budweiser glass bottles are sticking out the top of the ice. Budweiser logo is on the right with the phrase “Round up your #HolidayBuds” beneath it. Holiday music continues and fades out.

Dick’s Sporting Goods Presents: Starting Line-Up: Cyber Week

Video Audio
1. Three kids sitting on a couch in a living room, facing a television with a Christmas tree in the background. Two males, one female. Female sits in the middle. Older boy on the left eats a bowl of cereal, while female reads a book. Younger boy is watching television. Noise of the football game on the television.
2. Camera moves to the right to show Dad behind a counter/DJ booth with smoke coming out of a machine. Smoke and laser noises start.
3. Close-up shot on the female, and then goes to the shot of an iPad and back to her. Smoke and laser noises continue with music beginning. She says, “They’re about to get all their Christmas shopping done at
4. Camera moves back to a wide shot of the right with Dad on a microphone and mom coming in a in a track suit. It then moves back to a close up of the female child rolling her eyes, and back to a close up of Dad. Dad says, “Starting with mom, hailing from Green Hill Road, standing 5’9” – Your Christmas shopping MVP. I love her a lot!”
5. Moves to a close up of mom turning around with her head down, holding a towel around her neck. Mom slowly looks up, and moves quickly to close up of Dad, still yelling into the microphone. Dad yells, “MOM!”
6. Moves to a wide shot of outside the house, peering in through the window to see the kids on the couch. Goes quiet for a second.
7. Moves quickly back into the house. Mom runs by the kids on the couch, trying to slap each kid’s hand. The two older children barely pay attention, while the younger boy watches her in amazement. Music is still bumping in the background, and Dad is continuing to yell, “MOOOOMMMM!”
8. Close up back on the young female. Music continues.
9. Shoots back over to the DJ booth with Dad, and Mom comes by to give him a five. Music continues.
10. Close up shot of the young smiling boy’s face. Music continues
11. Wide shot of Dad and Mom. Dad says, “Please rise for your national anthem.” Music continues.
12. Wide shot to the kids as they stand up from the couch. Young female takes off older brother’s hat. Drum roll begins.
13. Shoots to a close up of an iPad, an iPhone and a laptop with the Dick’s website or app up on each. Little boy runs up behind, and the camera gets a close up of his face with the devices. Voiceover says, ‘Shop from any device, anywhere, anytime for our biggest cyber event ever.”

Music still plays.

14. Shoots a green screen with the text ‘Every season starts at” and the Dick’s logo with “Free shipping & returns” below. Music still playing, and the voiceover continues with, “More deals and better values from the best brands.”

Creative Briefs: Dowler’s Tractor Sales & Service and Appalachian Book Project

Dowler’s Tractors Sales & Service

Dowler's little

Logo designed by Blair Dowler.

Focus: Dowler’s Tractor Sales & Service would like a 45 second commercial detailing their upcoming relocation. It will be featured as a television commercial and placed on the organization’s Facebook page. The spot will feature Kathi Dowler, the owner, talking about how the brand’s journey to this spot and the new journey it is about to take by relocating. She will also focus on how the brand values its follower, and she hopes they will follow Dowler’s Tractor Sales & Service to the new location.

• Consumers potentially not following the brand to the new building.
• Seasonable business – will the brand expand with the new location?
• Small staff – will the small staff be able to fit the new image of the brand in the new location?

Audience: Current and potential customers; men in Mid-Ohio Valley 25 years of age and older.

Content Points:
• Dowler’s Tractor Sales & Service is the same friendly, good quality, small town business consumer’s have come to know and love.
• Moving to a new building will allow the business to provide better service.
• New building will reflect the good quality of the service, the brand and the products.
• The brand hopes the consumers will stick by them during the move.

Brand: Friendly and reliable, hometown dealership.

Appalachian Prison Book Project


Photo retrieved from

Focus: Appalachian Book Project would like a two to five minute short video featuring a current prisoner and a former prisoner who were part of the Appalachian Prison Book Project. Both will detail the books they read and how they have helped to rehabilitate them. Donors will see how the former prisoner is a now contributing member of society, and that is due in part to the Appalachian Prison Book Project and the countless books he or she was able to read. The short documentary will be on the organization’s Facebook page and their website. Hopefully, it will go viral.

• The concept overall.
• Donors do not want to send money or supplies to convicted criminals.
• Most people do not see how this project can help society.

Audience: Millennials in the Appalachian region. These individuals would be willing to donate books to rehabilitate and become functioning members of society once more.

Content Points:
• Appalachian Prison Book Project needs donors and volunteers.
• The prisoners really benefit from the books and the stories.
• People make mistakes, but we can help make them meaningful members of our society.
• This Project helps the Appalachian region.
• These prisoners can change their lives and you can help by donating or volunteering.

Brand: Books and stories save lives.

Branding videos: creative, not literal

The following three major brands have mastered how to create a television advertisement in a creative, storytelling manner. They do not have to directly say to the audience, “buy this product” or “this brand is the best.” Their stories are doing that for them, and they are building more of a strong connection with their audiences.

Dove: Legacy

In this commercial, women discuss the things they do not like about their bodies and how these things could have an effect on their daughters. They write these insecurities down on a piece of paper, and their daughters also write a list. The women believe this is a list of things the girls also do not like about themselves. But the audience and the mothers later find out that their daughters’ lists are actually features they do like about themselves. The mothers learn how they feel about their bodies reflects how their daughters feel about their bodies as well.

Branding positioning statement: Healthy self-esteem inspiration.

Nike: Together Lebron James

In this commercial, Lebron James is back in Cleveland. He gives an inspiring speech to his team, the Cleveland Cavaliers. The speech is about how the team owes so much to the city because of how special the city is, how the city stands behind the team. People of the city congregate in the streets, and chant, “Together,” while the team huddles on the court. At the end, everyone yells together, “Cleveland,” and everyone raises their fist in unison, showing their support for James and the Cavaliers.

Branding positioning statement: Together we make dreams come true.

GE: The Boy Who Beeps

In this commercial, a healthy baby boy is born to a perfectly normal set of parents. His parents are told that he will be fine. Throughout the commercial, the little boy becomes older and older. When he opens his mouth to speak, only a beep comes out. He can talk to machines, and mysterious things happen, such as the lights flicker on and off and traffic lights turn from red to green. The little boy meets a little girlfriend, and at night when they are watching the stars, he turns off all the lights in the city. And finally, he speaks to her in English rather than through beeps.

Branding positioning statement: A little insight transforms the world.