What We Will Do

UrbanTribe Cargo Bicycles 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 Urban Tribe Cargo Bicycle to the consumer by showing all of these things.

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.

We bring meaning to the seemingly ordinary. 


 

Audience

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

Deliverables

1x – Two minute 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.

download (3).gif

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.

 

Preface

We've prepared two different concepts for you to look over
differing in scope, scale, and budget.
 

UT-Concept1.png


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 first 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 take what we would usually do in a typical "product walkthrough" and add in a more creative, narrative approach. It leans more towards "show" than "tell", although it's got a good bit of telling as well.
 

Reference Music

(listen while you read)

 

"Your Family, Your Tribe"

 

 

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. They stop in the driveway as her son Jimmy points to something off screen.

JIMMY
(pointing) Yuck!

The camera whip-pans and we see that Jimmy is pointing at their mini-van. 

MOM
Jimmy! What did I tell you about insulting the mini-van?

The family walks over to their Urban Tribe bicycle that's now in frame. The children start to climb in as Mom addresses the camera.

MOM
You don't always need a car to get places. With our Urban Tribe Cargo Bicycle, I can fit all of my children safely and comfortably in the cargo bin, and save gas in the process.

She buckles the kids in as we get a close up of the 3-point seat-belts locking securely in place. Fun motion graphics pop-up showing different features of the bike (seat-belts, two-bench cargo box) 

MOM
No offense to mini-vans.

We cut to a shot of the family riding up-hill on their Urban Tribe Bicycle.

MOM
Urban Tribe is easy to take anywhere, whether it's to the park, the public pool, or even the local grocery.

We see an overhead shot of the dashboard displaying the stats and battery info.

MOM
Heck, since it's got an electric motor, I don't even have to pedal.

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

MOM
(to cyclist as they pass him) Beautiful day huh?

We cut to a shot of a turtle crossing the road. The Urban Tribe stops just short of hitting it.

MOM
It's got fancy
Avid BB5 disc brakes so it doesn't matter if the road's dry,

We cut to the Urban Tribe with the rain cover on braking in front of a turtle on a wet road.

MOM
...soakin' wet,

We cut to the Urban Tribe braking in front of a turtle on a gravel road.

MOM
...or a little rocky. You can stop on a dime and keep your family safe in all conditions.

We cut to the family arriving at their local park. All 3 children are holding turtles as if they saved each one as a pet as they stopped in front of them on the roads.

MOM
It's about the senses– 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.

We see a montage of the things she's saying. Children smiling and laughing in the cargo bin, flowers, a zoom-in on goofy waving neighbors, wind blowing through the mom's hair as if she reenacts a shampoo commercial.

MOM
Enjoy everyday experiences with your family, your tribe.
...Jimmy what are you doing with that turtle?!

Mom runs out of frame quickly as the UrbanTribe graphic and CTA appear on screen.

 

 
 

Reference Images

BRIGHT • BOLD • colorful • FUN • WHIMSICAL

 

 

 

Reference Videos

(click on image to watch video)

WAG: Dog's Best FRIEND (60s SPOT)

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

ROB MILLS ARCHITECTURE

Why it's referenced: Beautiful b-roll of nature and architecture

LACANTINA DOORS

Why it's referenced: Luxury product, similar flow to video with staff interviews and beautiful b-roll

 

Budget

 

Pre-Production

  • ACTIVITIES
     

    • Rent/prep gear and crew
    • Find and secure locations
    • Location Scouting
  • DELIVERABLES
     

    • Production documents

Production

  • Activities
     

    • 3 Days Production
    • Director, DP, Producer, Sound 
    • Camera & Lens Package
    • Grip & Lighting
  • Deliverables
     

    • Principle Production

Post-Production

  • Activities
     

    • 3 Days of Editing
    • Color-Grading
    • Sound mix/design
    • Media management and archiving
  • Deliverables
     

    • 3 minute web video
 

 

Pre-Production
Production
Post Production

 

TOTAL BUDGET

 

$2,800
$19,722
$4,921

 

$27,443

 
UT-Concept2.png

 

Concept #2 takes more of a straight-forward approach to the product walkthrough. This doesn't mean that it has to be boring. With the fun & family centered branding of Urban Tribe we can make it fun and entertaining. This concept leans more towards "tell" than "show".

 

Story

 


We open with a hard cut on a regular bike. A young mom is trying to attach a child bike-trailer to the bike and is having a tough time. Aaron walks into frame and begins to talk to the camera.

AARON
You want to be a parent, not a chauffeur. But when all your kids can see is the back of your head, it’s hard to be anything else.

He walks past the bike as the camera pans with him. He is now standing right behind an Urban Tribe cargo bike.

AARON
Urban Tribe Cargo Bicycles.

The mom that was working on the other bike walks into frame and looks impressed by the Urban Tribe bike.

AARON
The great thing about our bikes is that you can fit four children in the cargo bin safely and comfortably right in front of you, so you can watch them look and laugh and smile in amazement at the world around them. Like it should be.

During his dialogue we see close up shots of the features on the bike. The benches in the cargo bin, the seat belts, the storage. Aaron looks at the mom. He looks at the bike. He looks back at the mom.

AARON
Wanna test drive?

We cut to the mom riding the bike with four kids.

AARON
The Urban Tribe Cargo Bicycle is equipped with a 250w electric motor so you can travel effortlessly. It's even got an all-in-one display dashboard so you can track your everyday adventures.



 

Reference Videos

(Click on image to watch video)

 

PATCH N RIDE "WELL, CRAP"

Why it's referenced: Talking head walkthrough, but stylish and entertaining. Great colors and look.

A SMARTER BIKE LOCK

Why it's referenced: Talking head walkthrough, but stylish and entertaining. Great colors and look.

 

Budget

 

Pre-Production

  • Activities
     

    • Rent/prep gear and crew
    • Find and secure locations
    • Location Scouting
  • Deliverables
     

    • Full production PDF
    • Story outline

Production

  • Activities
     

    • 4 Days Production
    • Director, Assistant Director, DP, Producer, Sound, Grips, PA's, Art director, HMU
    • Camera & Lens Package
    • Grip & Lighting
    • Talent: 2 adult, 2 child
    • Talent agency Fees
  • Deliverables
     

    • Principle Production

Post-Production

  • Activities
     

    • 4 Days of Editing
    • Color-Grading
    • Sound mix/design
    • Media management and archiving
  • Deliverables
     

    • 3 minute web video
    • 3x 15-30sec social teasers
 

 

Pre-Production
Production
Post Production

 

TOTAL BUDGET

 

$4,065
$30,369
$5,779

 

$40,213