Toshiba Viral - The Evolution of a Paper Plane -Final

8/8/2019 Toshiba Viral - The Evolution of a Paper Plane -Final

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Toshiba Viral – The Evolution of a Paper Plane

Producer - James O’Donnell


The Idea

The viral starts with a POV shot from a man sitting at a desk looking down at a blank piece of paper.

The desk and décor are very out-dated, suggesting that this is not currently the present. The man

then picks up a pen and writes of the piece of paper “Innovation is a Journey not a Destination”. He

places the pen down and begins to fold the piece of paper into a paper plane. Once finished, he

throws it out the window showing a rural street in the 50’s. At this point, the audience begin to

rotate 360o’s around the plane and the surroundings begin to evolve and modernise; with buildings

getting taller and motorways being built etc. Then, suddenly, the plane itself begins to modernise

and manifest into a commercial passenger plane. Once fully established, the camera moves in

through a plane window and then the audience are inside the plane’s cabin. From here we will show

some of the passengers whilst identifying multiple forms of innovation. Firstly we see a business

woman on her smart phone, showing that on some planes you are able to use your mobile phones.

Next we see two children, seemingly going on holiday, playing with a camcorder. At this point the

audience cuts to the camcorder with one of the children pulling a funny face at the camera. The

camera then pans to a teenager putting his headphones in and listening to a MP3 player, digital

music. Finally we turn to see a man on his laptop with a word document open with the words

“Innovation is a Journey not a Destination. At this point the Toshiba logo and arrows will fade in and

end the viral.

The Crane

Throughout the entire viral I want to add a small aspect. I want to create an origami crane and show

it at different stages through the viral.

At the beginning of the viral I want there to be a scrupled ball of paper next to the blank

piece of paper.

Next, I want the crane to start to take shape and appear on the business woman’s table tray

The crane become more complete when we can see the two children’s mothe r making it inthe background.

Finally we see the man on his laptop adding the finishing touches to the crane’s beak and

place it down on his laptop.

Music

Broadcast 2000 – Get Up and Go





Purpose

I feel that this concept plays heavily on Toshiba’s tag-line, “Innovation is a Journey not a

destination”. This viral shows many different types of innovation, through the paper plane itself, the

surroundings, the electronics and the crane; and I believe it incorporates many of Toshibas ideas and

values. There is also an opportunity for Toshiba’s products to be used inside the plane e.g. the smart

phone, camcorder, MP3 and laptop. When the plane is flying through the sky, it will require some

animation or digital post production, but I feel that this will be what the audience will enjoy the

most.

The Audience

This concept is aimed at the mass audience. The concept has some creativity and originality that

people will like to share with their friends.

Images

Writing on paper

The traditional paper plane – The camera will 360o around this

during flight.





Manifested Commercial plane

Zooming in through a plane window

Example of the character on their smartphone. First character

through window

Kids pulling funny faces at the camera.





“Teen” listening to MP3 player

Man on laptop

Tag Line, appearing on computer screen.

Origami Crane





Key Personnel

My name is James O’Donnell and I am a student at the National Film and Television School. I am

producing this project, and will be enlisting the help from fellow pupils as well as some out-of-school

professionals.

Conclusion

Thank you very much for reading my treatment, I hope the concept is original and exciting and I very

much hope one way or another I will be able to make this viral.

Contact - James O’Donnell – Producer

Country – UK

City - London

Mobile – 07920 192 713

E-Mail – [email protected]





Innovation is a journey not a destination

Toshiba Viral - The Evolution of a Paper Plane -Final

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