WHY OFFER FILM PRODUCTION AS A SERVICE?

The advertising world is changing with brands and companies needing integrated traditional and online advertising strategies. Video content is in high demand. Businesses of all sizes want to be creating effective and engaging advertising, but don’t know how to get the level of quality or storytelling necessary to share their message through video content. They need professionals in the industry with a knowledge of how to communicate through video with exceptional quality.

- The Demand -

On average, 183 million Americans each view 215 videos online every month.
85% of video viewing is on television, however, online consumption of web video grew more than 30% in 2012.
Online video social engagement jumped from 42% to 70% in 2012.
In Q1 2012, viral reach of video content (vs. non-video content) was 55% of all content that went viral. The reach of video content grew to 77% by Q4.
Completion rates of professionally produced content (72%) are higher compared to user generated content (63%):
For advertisers this means far more return on investment.
It is 3 to 4 times less expensive to get professionally produced video content in front of 1000 people than non-professionally produced video and non-video content.

- The Dollars -

Single commercial costs generally range between $15,000 and $30,000 depending on creative concept. Discount pricing is available if multiple spots for the year are desired and produced at one time. We want to encourage clients to think through their year and maximize production discounts by ordering multiple commercials at a single time to address their various messaging and advertising demands.

We will bill the client on a cost + 20% basis with Avitus Group receiving 5% profit and Capstan Visual receiving the remaining 15%.

- Goals -

We believe by placing emphasis on the quality and execution of the finished commercial rather than lower costs of production, our client’s messages and goals will stand out from the crowd and they’ll be more likely to be repeat service customers year after year.

Ideally, the client is purchasing multiple commercials at a time:

- Yearly or quarterly focus creates a very well-rounded video advertising campaign maximizing reach and conversion of both broadcast and online mediums while maintaining advertising messaging and branding throughout the year.*

- Producing multiple spots at one time can reduce costs up to 45% by utilizing discounted weekly rates and/or producing associated messaging, medium, or market variants of the primary marketing campaign.

- Quality -

The following Avitus Group commercial is representative of what is attainable at a $20,000 budget level. This piece is additionally edited to fit online marketing objectives that require ads to be between :10 and :15.

- Logistics -

Capstan Visual will partner with Avitus Group to provide a while label film and commercial production to clients.
Follow normal Avitus Group sales process.
Billing, 15% up front cost, full payment prior to release of video.

- The Model -

Our model is built around scale-ability. We have the means and resources to produce projects internally on minimal crew and budget and budget as well as leverage outside relationships to meet increased demands. The actual process of production is facilitated by partnerships with directors and independent producers on location around the world.

With resources and relationships in place in most major US markets as well as globally in Asia, Australia, New Zealand and Canada, it’s only a matter of scheduling to acquire tools and talent for productions of all sizes.

- The Principles -

Capstan Visual is a commercial production agency built around the concept that the best ideas are developed in collaboration; the whole is greater than the sum of its parts. We put this into practice by collaborating with a curated roster of exceptional industry talent to execute the highest quality productions.

Jay Friesen

Jay has worked on every level of the broadcast programming and production industry for the past 15 years. He launched Red Futon Films in Billings, Montana in 2009. Since its founding, he has produced documentary projects for non-profits in 8 different countries and spanning three continents. In 2011, he released the award-nominated documentary, Half Devil Half Child. In 2012, one of his short documentary projects garnered over 1.7 million views on YouTube (LINK). Previous credits include Producer on the 2009 documentary; Unheralded and Associate Producer of the award-winning 2010 documentary; Wrestling for Jesus. He is currently Executive Producer and host of the weekly web TV show; Dead Reckoning.

Chris Fenner

Chris has worked for eight years in the film industry, doing everything from producing; to shooting, editing, and finishing. Based in Atlanta, Chris is currently on a team developing two feature films; and recently was the Director of Photography for Grammy award winning artist Lecrae's newest music video, with over 700,000 views to date (LINK). Along with an impressive body of work, Chris has established strong relationships with to talented individuals within the production industry allowing him to produce high quality work; anywhere in the world.

- The Avitus Group Client Process

From Closing the Lead to Finish product -

The Philosophy: Storytelling

So How does this all begin? Hollywood screenwriter, author and award-winning writer suggests it begins with the story:

"Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact. "

The client has a product, a service or a brand, but so does everyone else. What makes things different is the story. And every story is unique. People connect with stories and are moved by stories. People share stories.

Consequently, it should start with the story- the most important aspect of a commercial production. Great commercials tell great stories: some are funny, some are poignant, and others are inspiring. An effective story can be told in sixty or even thirty seconds. How many people watch the Superbowl for more than just the football game?

When customers talk about a brand, a product or a service they typically do so through the story of how it impacted their lives; how it changed them, met their need or solved their problem. Avitus Group clients have more than a product or service; they have a story, and we want to help tell that story with creativity and excellence.

So we recommend the following process to get things going:

1. Presentation of the idea by Avitus Group Sales

Present the product offering
Present the directors and samples of work
Present the costs and production discounts when producing multiple spots at once
Present the production process
Present the client needs analysis (LINK)

2. CNA Received

Client is “handed-off” by Avitus to Capstan
The client works directly with Chris/Jay as part of Avitus Group with the white-label service, for a seamless & streamlined experience for our clients.
CNA is reviewed by Capstan Visual and sent to director
Director develops and submits the Creative Brief
Capstan submits the Creative Brief to client

3. Client Approves of Creative Idea

Capstan creates and submits contract to client
Client signs and returns contract with 15% (of total budget) fee
Director begins production of the project
Client provides Capstan with necessary/applicable branding or artwork

4. Pre-Production

Director submits treatment (script/storyboard and style guide)
Client approves of treatment or necessary changes are made and approved.

5. Production

Locations, talent and crew are acquired
Principle filming takes places over the course of necessary days

6. Post-Production

Footage is Edited
Graphics are designed and animated
Music is composed
Three opportunities are provided for client review. At these points, one edit is considered what the client puts into a single email. (Further edits can be made at industry standard rates.)
Deliverables are provided after any remaining balance is paid in full.

30 Second EXAMPLE Commercial.

20 Second EXAMPLE Commercial.

10 Second EXAMPLE Commercial.

Avitus Group: Film Proposal

WHY OFFER FILM PRODUCTION AS A SERVICE?

- The Demand -

On average, 183 million Americans each view 215 videos online every month.

85% of video viewing is on television, however, online consumption of web video grew more than 30% in 2012.

Online video social engagement jumped from 42% to 70% in 2012.

In Q1 2012, viral reach of video content (vs. non-video content) was 55% of all content that went viral. The reach of video content grew to 77% by Q4.

Completion rates of professionally produced content (72%) are higher compared to user generated content (63%):

For advertisers this means far more return on investment.

It is 3 to 4 times less expensive to get professionally produced video content in front of 1000 people than non-professionally produced video and non-video content.

- The Dollars -

We will bill the client on a cost + 20% basis with Avitus Group receiving 5% profit and Capstan Visual receiving the remaining 15%.

- Goals -

We believe by placing emphasis on the quality and execution of the finished commercial rather than lower costs of production, our client’s messages and goals will stand out from the crowd and they’ll be more likely to be repeat service customers year after year.

Ideally, the client is purchasing multiple commercials at a time:

- Yearly or quarterly focus creates a very well-rounded video advertising campaign maximizing reach and conversion of both broadcast and online mediums while maintaining advertising messaging and branding throughout the year.*

- Producing multiple spots at one time can reduce costs up to 45% by utilizing discounted weekly rates and/or producing associated messaging, medium, or market variants of the primary marketing campaign.

- Quality -

The following Avitus Group commercial is representative of what is attainable at a $20,000 budget level. This piece is additionally edited to fit online marketing objectives that require ads to be between :10 and :15.

- Logistics -

Capstan Visual will partner with Avitus Group to provide a while label film and commercial production to clients.

Follow normal Avitus Group sales process.

Billing, 15% up front cost, full payment prior to release of video.

- The Model -

With resources and relationships in place in most major US markets as well as globally in Asia, Australia, New Zealand and Canada, it’s only a matter of scheduling to acquire tools and talent for productions of all sizes.

- The Principles -

Jay Friesen

Chris Fenner

- The Avitus Group Client Process

From Closing the Lead to Finish product -

The Philosophy: Storytelling

So How does this all begin? Hollywood screenwriter, author and award-winning writer suggests it begins with the story:

"Stories are the creative conversion of life itself into a more powerful, clearer, more meaningful experience. They are the currency of human contact. "

The client has a product, a service or a brand, but so does everyone else. What makes things different is the story. And every story is unique. People connect with stories and are moved by stories. People share stories.

So we recommend the following process to get things going:

1. Presentation of the idea by Avitus Group Sales

Present the product offering

Present the directors and samples of work

Present the costs and production discounts when producing multiple spots at once

Present the production process

Present the client needs analysis (LINK)

2. CNA Received

Client is “handed-off” by Avitus to Capstan

The client works directly with Chris/Jay as part of Avitus Group with the white-label service, for a seamless & streamlined experience for our clients.

CNA is reviewed by Capstan Visual and sent to director

Director develops and submits the Creative Brief

Capstan submits the Creative Brief to client

3. Client Approves of Creative Idea

Capstan creates and submits contract to client

Client signs and returns contract with 15% (of total budget) fee

Director begins production of the project

Client provides Capstan with necessary/applicable branding or artwork

4. Pre-Production

Director submits treatment (script/storyboard and style guide)

Client approves of treatment or necessary changes are made and approved.

5. Production

Locations, talent and crew are acquired

Principle filming takes places over the course of necessary days

6. Post-Production

Footage is Edited

Graphics are designed and animated

Music is composed

Three opportunities are provided for client review. At these points, one edit is considered what the client puts into a single email. (Further edits can be made at industry standard rates.)

Deliverables are provided after any remaining balance is paid in full.