South Beach Diet Commercial Treatment Director James White - "Kung Pao" :30 "Ipanema" :30 "17 Clubs" :15 "Nightlife" :15
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South Beach Diet Commercial Treatment
“Kung Pao” :30
“Ipanema” :30
“17 Clubs” :15
“Nightlife” :15
Director James White
©2006 Miss Information P.O. Box 27814 Los Angeles, CA 90027 www.miss-info.net
The intent of these four spots is to link the South Beach Diet with its namesake, South Beach it-
self. Both the embodiment of international flavor and red-hot, sizzling heat, each spot tells a
story. Collectively, the images shot and stories told will create the much sought after aura that is
Miami’s South Beach. My familiarity with the South Beach scene will help to add a layer of
authenticity to these spots and beautifully and seamlessly translate my photographic imagery into
the motion picture world.
“Kung Pao” :30
As we will see in the other three spots, South Beach comes alive at night, like a beautiful beast
showing her magnificent colors. But during the day, the party people steer clear of the white heat
and blazing sun and opt instead for a refreshing swim or detoxifying spa treatment. This being
the only spot to utilize daylight, we will avoid the appearance of becoming too blown out by us-
ing a cooler, calmer color palette of blue, turquoise and white.
We open music up, on an infinity pool against the sea and
sky; all three are distinctly different hues of blue. (Note: I
know an amazing location where an infinity pool meets the
ocean, pictured in the Polaroid shot to the left). Then quick
cuts to the back of a woman’s head as she gazes out into
the vast ocean, to her relaxed body floating serenely in the
pool.
©2006 Miss Information P.O. Box 27814 Los Angeles, CA 90027 www.miss-info.net
We then cut to another woman lying on a massage table, covered with a white billowing sheet
and maybe a few fresh flowers scattered around her. Cut back to reveal that she is receiving her
treatment outside on a terrace, or in a cabana on the beach set against a deep blue sea and soft
blue sky. Cut to the word “soothing” and a close-up of her blissful face as she receives a treat-
ment.
©2006 Miss Information P.O. Box 27814 Los Angeles, CA 90027 www.miss-info.net
We go to a quick cut of a woman practicing
yoga on the beach at sunset. As the sun
slips into the horizon, the yoga pose grace-
fully becomes a move on the dance floor by
a different girl (or it could be the same
girl), accenting the line “but at night…”
The change of lighting also bridges a shift
in color from day to night; the sunset be-
comes the vibrant yellow and burnt orange
of the disco lights.
We can introduce a sexy guy during the spa section or during the disco to add a bit of “Miami
Heat”. We end with a cut to a couple of quick shots of Miami at night with the Ocean Drive
street sign to reinforce the idea of this being not just anyplace; it is the place where people know
how to live life to the fullest. It is undeniably South Beach.
©2006 Miss Information P.O. Box 27814 Los Angeles, CA 90027 www.miss-info.net
“Ipanema” :30
“Ipanema” is all about beautiful people pouring into South Beach
from exotic (and not so exotic) locales all over the world--and do-
ing it in style. We open with vivid shots of the city to establish
location, with the added streak effect of a long exposure to em-
phasize the constant influx of cars cruising the main strip. Next is
a limo rolling to a stop at a crowded, popular spot. Cut to a
woman stepping with confidence out of a different limo at a sec-
ond location with velvet ropes as a tie-in to the nightclub spot.
A third location shows a sexy
pair of legs emerging from a car.
These shots are all interspersed with images of South Beach at
night, so we never forget where we are. The on camera woman
could be shot on a black background with the defocused lights
we shoot added in post for a flawless transition, as we should do
for all spots. A trace of humor will enhance her delivery of the
unexpected reason for the mad dash to South Beach: “Micro-
wave pizza”. She should be both playful and sexy, exotic yet
approachable. It’s important that her personality shines through
to really pay off the set-up.
©2006 Miss Information P.O. Box 27814 Los Angeles, CA 90027 www.miss-info.net
“17 Clubs” :15
Miami is a city notorious for its nightlife, and home to some of
the hottest clubs in the world. Everything is taken to the next
level in South Beach, including variations on the typical dance
clubs, leaning toward chic, theme lounges and clubs with vibrant
color schemes. We will capture this using a kaleidoscope of a
color palette; the greens and oranges of laser lights, the silver
and purples of a disco ball, the pink lips and glistening skin of a
girl dancing, the luxe red velvet ropes... There are limitless com-
binations of color and texture available to use.
We again open with shots of Miami
at night, and cut to shots inside the
club of the girls dancing. We then
cut to a series of shots that illustrate
what makes a club come to life
every night and keeps people com-
ing back: the velvet rope, exclusive
VIP areas, laser lights, DJ spinning
records, disco ball throwing glitz
across the people on the dance floor,
a girl’s bare midriff, etc. Then cut to
an over-view shot of a club, and
then some of the same girls clearly
dancing in a different club, doing
the circuit. I can really put the talent
at ease here and evoke a sexy, yet
natural, on camera performance.
©2006 Miss Information P.O. Box 27814 Los Angeles, CA 90027 www.miss-info.net
As in the other spots, the on camera dialogue pays off the sexy and exotic feel with both a wink
and an affirmation of the product’s benefits.
©2006 Miss Information P.O. Box 27814 Los Angeles, CA 90027 www.miss-info.net
“Nightlife” :15
It is important to differentiate be-
tween the “Nightlife” spot and the
“17 Clubs” spot, so we will focus
on the action that happens outside
on the street (rather than inside a
club or bar). Again using a kalei-
doscope of color to capture the
intense energy of the night and
juxtaposing the naturally occur-
ring greens of the palm trees,
midnight blue sky and inky black
ocean against the bright neon
lights of the city.
We will introduce Miami with a long shot of
Ocean Drive from above and zoom in to the
crowded tables outside of the Colony Hotel
(or some other iconic South Beach location)
and then on a close-up of four girls around a
table, laughing and conversing with some
equally amused guys around them.
©2006 Miss Information P.O. Box 27814 Los Angeles, CA 90027 www.miss-info.net
A series of cuts will go from some outrageous street
performers such as a flame-thrower or fire spinner,
then back to our four girls and some guys, walking and
talking down the colorfully lit street.
We will insert more recognizable Miami images
such as the causeway over the water to again serve
as a reminder of location. (Note: By reusing some of
the exteriors from the :30 second spots to use in the
two :15 second versions, we can save some shoot
time and allow us to work more with our on camera
talent). Cut to a row of Tiki torches lining the beach
or a pier where a couple, or an intimate group, top
off an exciting night on the town with some dancing.
We close on a long shot of Miami from above at
sunrise, alluding to the words “...We introduce
breakfast.” Day breaks from night and the story ends
where it began.
©2006 Miss Information P.O. Box 27814 Los Angeles, CA 90027 www.miss-info.net
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