Chapter 315: Ordinary road
"...
I used to cross the mountains and the sea.
Also through the mountains,
I used to have everything,
The eyes are all like smoke,
I used to lose my disappointment and lost all directions.
Until you see the ordinary is the only answer!
......"
This "Ordinary Road" is a work specially designed by Lu Chen for the Chinese Vision Touring. The typical t-day p-hop chord is decomposed. The whole song has a strong folk style, a slow and lyrical rhythm and its clarity. The voice and the low-pitched singing make the song full of faint warmth and sadness.
In the mv, which was edited by Lu Chen in the morning, the car and the scenery are the eternal theme. The ever-changing scenery in the picture, and his vocal and sing-along sings reflect each other, presenting a strange charm. The mood of the people can not help but rush to the distance with the speeding car.
It allows the listener to feel calm and youthful, and find the future direction in sadness and confusion!
"...
I am just like you like him like wild grass wildflowers,
This is me in the dark,
The only way to go!
Time is speechless like this,
Tomorrow is already in hiahia,
The road that the wind has blown is still far away.
Where did your story go? ”
Surprised and a faint look, solidified in the eyes of Zhuang Jingwei.
Before watching this advertisement mv, the creative director of the Vision Advertising held a strong questioning of Lu Chen’s work. He could not wait to prepare for Lu Chen’s color to let the latter know in the professional field. No one can plug in.
But when mv is played halfway, Zhuang Jingwei is silent.
From the perspective of commercial production, this mv is rough and messy, the editing is very amateur, and the transition of the picture is unnatural, completely new-level works.
If it was made by a technician of the Vision Advertising, Zhuang Jingwei would definitely expel him immediately.
However, Zhuang Jingwei will not be able to take this to attack Lu Chen.
Because this is a demonstration piece in itself, it is like a script for filming. The technology is completely irrelevant. The key lies in the theme of creativity, conception and expression.
At this three most important points, Zhuang Jingwei can't pick up big problems!
The soundtrack is great, the theme song is great!
The target group of the China Vision RV is the white-collar elite between the ages of 25 and 40 in the city. They have a certain economic foundation and career, and they are pursuing spiritual freedom and enjoyment.
Like to travel by car, it is also one of the characteristics of this class of people.
Lu Chen's advertising concept, or this advertisement mv, is undoubtedly able to cut their spiritual point. It is sincere and frank, and it is an extraordinary journey of life.
The lyrics have a deliberately rough taste, and the rap of the song is directed at the heart, truly expressing the voice of the target group. It is a wonderful interpretation of the song of life with rich emotions!
Lianzhuang Jingwei listened and watched, and could not help but have a desire to go out.
Different from ordinary car advertisements, there is no description of the advantages and configuration of the model, and there is no introduction to the product itself. The film reflects a strong feeling.
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Only in this way can you touch the hearts of the people!
Until the end of the film, as the song disappeared, the picture was completely dark, and a slogan was silent.
Who did not move the heart is far.
Immediately after the slogan faded, the logos of China Motors and Prospects quietly emerged.
The picture is frozen!
The meeting room was silent, and the time seemed to solidify at this moment.
After a while, I don’t know who is leading the applause, and then the applause of the screaming screams.
Half of the audience is the manager of the advertising industry. As a practitioner in the advertising industry, even if Zhuang Jingwei thinks so profoundly and meticulously, he can judge the pros and cons of an advertisement.
From the creative point of view, the idea of this advertisement mv is not particularly unique and unique. Even if it costs a lot of money to re-craft it, it is estimated that it will not win any awards.
However, its theme and product have a very high degree of fit, especially the theme song is perfect, and it is definitely an excellent advertising work in the domestic market.
If you count the popularity of Lu Chen, the influence must not be underestimated!
What makes the adverts including Zhuang Jingwei speechless is that the artist who conceived and edited the demo film is actually a singer, not an elite in the industry.
This makes people feel shameless.
After applause, Cai Jin asked Zhuang Jingwei: "Director Zhuang, do you have any opinions?"
Zhuang Jingwei thought a little, Shen Sheng said: "Conceived and well-intentioned, the theme song is first-class, the big direction does not need to change, just re-photographed according to the idea, it must be an excellent advertisement!"
"I have enough confidence in this!"
His eyes looked at Lu Chen, and sincerely exclaimed: "Mr. Lu Chen, it is an honor for me and us to cooperate with such excellent artists!"
Zhuang Jingwei’s words made everyone’s face smile.
People in China Motors have already seen the demos. Now they need professional advice, and they have received praise and approval from the advertising, which proves that their vision is correct and they have chosen the brand spokesperson.
Time is money, and the sooner the commercial is filmed, the better it will be for the new model.
Zhuang Jingwei's colleagues have never seen him so convinced that a layman is so convinced that they are interesting and will be anecdote in the future.
Lu Xi, who accompanied Lu Chen, was even more happy, so that Zhonghua’s endorsement contract would be stable.
She is also proud and proud of Lu Chen.
A song, a clip mv, Lu Chen easily convinced two powerful partners.
Lu Chen smiled and said: "Thank you, it is my honor to cooperate with China Auto and Maxi Advertising!"
There is no tit-for-tat argument, no intrigues, and the atmosphere of the three-party talks is very harmonious. The representatives of China Motors have made a decision on the spot to confirm the creative ideas of the commercials. The following is the specific shooting problem.
Lu Chen's editing uses network materials, most of which are from domestic and foreign movies. The copyright issue cannot be used. In addition to the alternative materials, many lenses need to be shot.
As one of the protagonists, Lu Chen naturally has his participation, and prior communication is very important.
The next day, Lu Chen Studio signed a formal endorsement contract with China Motors.
2 years and 12 million, excluding the compensation for work outside the contract, such as this "Original Road", China Auto will need to pay an additional 500,000 to buy the copyright.
With the first endorsement fee, the financial situation of the studio has improved a lot.
The new TV series was taken on the agenda.
But before that, Lu Chen still has an important event to attend, that is the 72h music festival! ——
The second one is sent, I wish you all a happy Dragon Boat Festival, eat more salty dumplings! (To be continued.)