Maker Table

Bunch Bikes - Treatment

bunch-bikes.jpg
 

What We Will Do

Bunch Bikes are a lot of things.

(1) Fun.  (2) Comfortable.
(3) Safe.  (4) Community focused.
(5) Energy efficient.  (6) Easy.

Our goal is to create a beautiful video that will entertain the viewer and introduce the Bunch Cargo Bicycle to the consumer by showing how the bike can improve your lifestyle and help you have more fun with your family.

Why We Do It

As a whole, our culture and our world is consuming incredible amount of film and video. At the same time, they're inundated with thousands of ads every day.

Our niche is in our ability to cut through all that clutter and get straight to the hearts and minds of a brand's target audience.


 

Audience

The audience for this video is young, upper-middle class families.
Hip moms and the such.

Deliverables

1x – 90-120 second brand video.
5x – 15 second social videos.

 

Our Process

LET THE IDEAS FLOW.

We start the process by working with you to come up with a creative concept that fits your brand and accomplishes your goals.

MAKE MOVIE MAGIC.

From development all the way to lights, camera, action. We take the idea and make it reality.

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CHOP, CHOP.

Post production– this is where your story starts to take shape. We come to the table with a highly-creative editorial approach.

SIGNED, SEALED, DELIVERED.

The film is completed and delivered to you. We work with you to strategize the most potentially successful rollout.

 
 "RIDE WITH YOUR BUNCH"


Nowadays, people expect more from online content. And businesses are trying to go that extra mile– they want to create video content that serves it's purpose but also has the chance to go viral. Our concept accomplishes our goals for the video but does so in a creative way that will also entertain and be shareable to people who may not even have interest in purchasing a bike.

The goal for this concept is to introduce the Bunch Cargo Bike brand. We need to make an entertaining video that describes the product but more importantly shows what kind of lifestyle your family can have once you buy a Bunch Bike.

If we separate this 90-120 second concept into 3 acts it would look a little like this:
 

  • ACT 1: Intro/Theme Stated

- Characters introduced
- Bunch Bike is presented as an alternative to your standard motor vehicle.
- THEME: Problem presented, Bunch Bike is solution (How do I turn everyday errands into family adventures?)

  • ACT 2: Lifestyle/Family/Features

- This is where we see the "family fun"
- Family riding around town to different locations
- A "showing" of some of the unique features of Bunch Bikes (rather than the "telling" of the original concept)
- Creating memories with your family (creating an aspirational feel to the video)

  • ACT 3: Theme Restated/Call To Action

-THEME RESTATED/INVITATION: "Turn your everyday errands into family adventures with Bunch Bikes"


The updated script is below. Hope you enjoy!

 

Reference Music

(listen while you read)

 

"Ride With Your Bunch"

 

 

The video opens in an entryway of a nice suburban house. A young mom waits by the door. 

MOM
Everybody ready?

Her 3 young children run towards her and out the door as she opens the front door.

The youngest son Jimmy runs towards their mini-van and reaches for the door handle.

MOM
Hey Jimmy!

He turns and looks towards her.

MOM
I think we’ll take the bike today.

The camera whip-pans and we see that Mom and the other two kids stand next to a beautiful looking cargo bicycle.

Jimmy walks over to the Bunch bicycle that’s now in frame with the rest of the family. The children start to climb in as Mom addresses the camera.

MOM
I always wanted a way to turn my everyday errands into family adventures. Then I got my Bunch Cargo Bicycle. I can fit all of my children safely and comfortably in the cargo bin, and save a bunch of gas in the process.

She buckles the kids in to the bench. Looking back to the camera:

MOM
No offense to mini-vans.

We cut to a shot of the family riding their Bunch Bicycle. They pull up to each location as she talks.

MOM
Bunch Bikes can take your family on an adventure anywhere, whether it’s to the park, the public pool, or even the local grocery.

We cut to a shot of the kids laughing and having fun up front.

MOM
And unlike most cargo bikes, the Bunch's cargo box is placed in the front. So you can talk and laugh with your kids while you ride!

In a wide shot they easily pass a cyclist who is working up a huge sweat trying to make it up the hill.

MOM
Beautiful day huh?

Mom turns to the camera.

MOM
Did I mention it has a motor?

The camera is front of the bike now, tracking back as they ride. Mom continues to address the camera.

MOM
But we don’t just use our Bunch Bike to travel from A to B. Since getting the bike we’ve had all sorts of journeys in our community.

We cut to a shot of a turtle crossing the road. The Bunch Bike approaches.

We cut to Jimmy in the Cargo box, screaming and pointing.

JIMMY
TURTLLLEEEE!

We see a blitz of closeups: mom's hands clenching the brakes handles, the brakes on the wheels, and the Bunch bike stopping just short of hitting the turtle.

MOM
Nice work Jimmy.

Jimmy gives a thumbs up.

MOM
(turning towards camera) It’s about the memories you’ll create with your family–

We see a montage of shots over the mom’s voice.

MOM
–the sound of your children’s voices, the smell of blooming spring flowers, the look of waving neighbors, the feel of the wind rushing through your hair, and the taste of freedom as you ride.

In slow motion: Children smiling and laughing in the cargo bin, flowers blooming, a zoom-in on goofy waving neighbors, wind blowing through the mom’s hair as if she reenacts a shampoo commercial.

We cut to the family at their local park. Mom unbuckles the children as she talks. The children get up and run towards the park (Jimmy lifts the turtle in the air as if it’s some sort of magical gauntlet).

MOM
So turn your everyday errands into family adventures with a Bunch Bike. It’s sure to be a bunch of fun.

Mom walks towards the park as the Bunch graphic and CTA appear on screen.

 

 
 

Reference Images

BRIGHT • BOLD • FUN • WHIMSICAL • FAMILY

 

 

 

Reference Videos

(click on image to watch video)

WAG: Dog's Best FRIEND

Why it's referenced: Similar tone, bright/colorful visuals

PATCH N RIDE: WELL, CRAP

Why it's referenced: Informative and funny