Vol. 27 Want to hum along!? Creating commercials and key visuals that stay in the viewer's mind
"Uni-Cre!" introduces creative topics and unique solutions from a creator's perspective.
This time, we will introduce the web commercial for "TECROWD," a real estate crowdfunding service developed by TECRA Co., Ltd., which we had the pleasure of assisting with.
Want to hum along!? Creating commercials that stay in the viewer's mind
Did it start with a "billboard redesign"? From proposing a catchphrase to commercial production
The project this time was not originally a web commercial production project, but a consultation regarding the redesign of traffic billboard advertisements for which we had a continuous contract.
TECRA requested that the service name "TECROWD" be widely recognized by more people, including investment beginners.
In the previous creative, we developed a design that prominently featured the brand logo and brand colors, but this time, there was a challenge toconvey the brand's characteristics more deeplythan just the service name.
To solve that challenge, we proposed ideas from various angles and held many meetings to determine what kind of expression would be most effective.
And here is the completed graphic ↓
Actually, the deciding factor in this creative production was thecatchphrase.
Teku-teku, Raku-raku, TECROWD♪
"Teku-teku": A sense of security in building assets steadily and surely
"Raku-raku": Safety and convenience that allows you to leave it to the pros and start easily
When we proposed these two meanings incorporated into the service name "TECROWD" as a catchphrase, TECRA deeply resonated with it and adopted it.
Furthermore, from the initial proposal, we suggested this catchphrase as a "project that could be better utilized by producing anoriginal song and developing it into a commercial."
The client also felt the potential, and we were able to propose not only a graphic redesign but also commercial production.
And what we incorporated as the core of the production was "ballet dance." Ballet is attractive for its rhythmic steps and elegant jumps. By incorporating this production, we aimed for a visual expression that makes the theme of real estate crowdfundingfeel more accessible and smarter.
Commitment to creative
To maximize the rhythm of the catchphrase and make it a commercial that stays in the viewer's ears, we focused on three points in particular.
1. Casting through auditions
To pursue an expression with the lightness and reliability of "Teku-teku, Raku-raku" with the whole body, we held an audition gathering people with dance experience.
The selection was difficult until the end because everyone was wonderful, but we cast Nana Tokusei, who has 14 years of ballet dance experience, as she was perfect for the elegant and transparent worldview we envisioned.
2. Location selection to express a bright future
This shoot was divided into two days for the web commercial and the graphics, and took place at each location. The location chosen for the commercial was therooftop of a high-rise building. Under the vast blue sky with nothing to block it, by combining a dynamic location and light ballet dance, it not only became an impressive production, but also expressed that thefuture will be brighter.
3. Production of original music
Because the plan was to convey the service name with a rhythmic rhyme, we produced an original song. We pursued a tempo and melody line that would make the phrase "Tekuteku, Rakuraku, Tecloud♪" feel most comfortable and stick in the ears.
We produced several songs with different impressions, selected one from among them, and repeatedly fine-tuned the lyrics and melody to finish it into an addictive song that you just want to hum along to.
We asked the people involved
We asked Art Director Shimazaki, who was in charge of this CM production.
We asked the person in charge at Tecla.
This project started with a consultation about transit advertising billboards and evolved into a Web CM by drawing out the potential from the rhythm of the words.
Because the client and we faced the same direction and pursued uncompromising creativity, a brand movie was born that sticks in many people's ears and shows results in the numbers.
At Unicri!, we will continue to introduce topics related to such creativity and unique solutions from a creator's perspective.
Look forward to next month too!
Staff Listーーーーーー
Sales: Ozaki/Muta
Planning and Production: Nishikawa/Shimazaki/Ito
Cooperating Companies: OVERA Inc./Masahito Ohno
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Writing/Copywriter Ito