H&R Block Video Project
A Short, Introduction-level Video Project
by Chris Gargiulo
This video project is a simple, short video promo for H&R Block. Using stock video footage and stock audio, it is designed to introduce the basics of video editing in an applied, pseudo-commercial context to highlight the full time-based broadcast production process of pre-production, production, and post-production.
Commercial advertisements are one example of how video footage can be used and combined with motion graphics and audio to help communicate a message. Effective broadcast ads/commercials are typically short, clear, and engaging. They are not easy to create and there are multiple different forms, styles, and ways to produce them across a wide range of budgets. Concepts are typically determined by each project's goals and objectives (ie. client needs, target audience, content, etc). Regardless of the client-specific details, all commercial video ads can be broken down into individual pieces and parts, which is a helpful exercise when learning how to produce one from scratch. For example, this H&R Block video can be broken down into the core elements used, the principles applied, techniques used, and the production documentation used to create the promo.
Elements Used:
- Elements of Film (image, editing, sound)
- Elements of Sound Design (music, sound effects)
Techniques Covered:
- Basics of Non-Linear Video Editing
The Process:
Below are links to the main sections for each of the major stages of the creative process. Within each section you will find all client documentation, project assets, and deliverables that were created:
Learning Resources:
At the bottom of this page you will find a Learning Resources section that contains all project-related lessons, including video lessons and exercise files, for each step of the process with an emphasis on the production and post-production phases.
Pre-Production
There are several client deliverables that are helpful to view when breaking down any motion graphic design project. Even though this H&R Block project is for a fictional H&R Block client (a school project for learning purposes), we can learn a lot from looking at the pre-production client documentation that would typically be used to develop the story and concept for commercial promos.
Project Brief
A project brief is a practical and useful tool used as a first step in summarizing creative projects. It is used as foundational framework for developing strategic creative solutions to real-world project challenges.
H&R Block Video Project Brief:
- Client: H&R Block
- Summary: A short, video ad for H&R Block using stock video and audio.
- Primary Objective: To communicate a short and engaging story that demonstrates a need for viewers to go to H&R Block.
- Target Audience: Tax-paying adults
- Assets needed: Video (stock), logo (image), and audio (music, sound effects)
- Deliverables: One short (15 seconds) video.
H&R Block Logline:
A short video ad for H&R Block highlighting how H&R Block can help to alleviate typical frustrations when filing taxes.
Logline
The logline is short, one sentence summary of the main story, providing a brief introduction to the context, main concept, and underlying themes.
Synopsis
A descriptive yet brief, one-to-two-paragraph summary of the full narrative. As an exercise in creative writing and storytelling, the synopsis is a helpful tool to help explore different concepts, to experiment with thematic undertones, to develop the narrative arc to be dramatic and effective, and to communicate to clients a concise summary of the story.
H&R Block Video Project Synopsis:
Using only stock video and audio, the video starts off with a well-dressed working man and business women working on their taxes and struggling, with playful music playing in the background to set the general tone and mood to be comical in nature. Next, a core question is asked to engage the viewer (inciting incident) in the form of text on screen, "Frustrated with your taxes?"
Next we see the man and the woman working together well, successfully making progress on their taxes, before the ad ends with the closing logo/title of the company "H&R Block."
H&R Block Video Project Outline:
- ACT I: INTRODUCTION
- Scene 1: Man Puzzled (video)
- Scene 2: Woman Frustrated (video)
- Scene 3: Core Question: "Frustrated with your taxes?" (text on screen) * INCITING INCIDENT
- ACT II: MAIN ACTION
- Scene 1: Woman and Man Working Together (video)
- ACT III: RESOLUTION
- Scene 1: Closing Title/Logo (text)
Outline
The outline is a systematic breakdown of the narrative structure. Often times used to create a shot list for production purposes, outlines are helpful organizational planning tools when broken down by Act, Scene, and Shot.
Storyboard
The storyboard is a series of sketches that visually tell the story. Often times used as a pre-visualization tool prior to production, storyboards are helpful when planning the composition, layout, camera placement, and scene transitions. Often times storyboards include directional cues, such as arrows, to visually indicate key actions and camera movements.
H&R Block Video Project Storyboard:
H&R Block Video Story Reel:
Story Reel
The story reel is a video that consists of storyboard elements set to time to communicate the full story with stand-in audio. Used as a pre-visualization tool prior to production, the story reel is helpful in deciding the overall timing, pacing, and general "feel" of the story.
Timeline Markers
As a reference that will be helpful during production, a table of key timeline markers is a list of timecodes for the main parts of the story, such as the duration of each shot, scene, and act.
Lorem Ipsum Project Timeline Markers:
| Act / Scene | Time in | Time out |
|---|---|---|
| ACT I | 00:00 | 08:15 |
| A1 - Scene 1 | 00:00 | 02:15 |
| A1 - Scene 2a | 02:16 | 05:00 |
| A1 - Scene 2b | 05:01 | 06:00 |
| A1 - Scene 3 | 06:01 | 08:15 |
| ACT II | 08:16 | 12:00 |
| A2 - Scene 1 | 08:16 | 12:00 |
| ACT III | 12:01 | 15:00 |
| A3 - Scene 1 | 12:01 | 15:00 |
Production
The primary goal of the production stage is to create all of the assets that are needed at full production quality. Depending upon the project, this stage can consist of the final design of all graphical elements, principle animation, on-set photo/video/film shoots, and audio gathering/recording.
Visuals
All individual visual assets and imagery need to be produced at final quality level before they can be assembled together to form the final product. The type of visuals will vary depending upon the project and often times will require multiple, iterative rounds of imagery production, such as multiple rounds of design revisions, multiple photo/video/film/audio takes to get to a final quality level.
H&R Block Video Project Video:
Man Alone:
Woman Alone:
Text on Screen:
Man & Woman Together:
Logo:
H&R Block Video Project Audio:
Stock Music:
- High Wire Clown:
Stock Sound-effects:
- Synth Vibe Hits And Slides:
- Whooshes:
Audio
All final quality audio and sound components are gathered and/or recorded during the production phase. The types of audio vary depending upon the product, common examples include music, voice overs (narration, dialogue, etc.), and sound effects (foley).
Post-Production
The primary goal of the post-production is to put everything together and refine it to produce a polished, final-quality end product. Through an iterative process of revision consisting of multiple drafts, the finished product is rendered and exported for final display on targeted media.
Final
The final version.
Learning Resources Detailing the H&R Block Video Step-by-Step Process:
Exercise Files:
Download Starting Source Files
Download More Stock Video Files
Video Lessons
H&R Block Video Project - Intro to Premiere: