University of Southern California
Branded Kinetic Video: One Voice
Running Time :60
SCRIPT
SCREEN
NOTES
Title Card: Cardinal-colored
background with WE ARE SC in bold,
gold lettering (see below).
VOICE OVER:
Open with marching band
drums…
Open on cardinal-colored
background and fade in world map in
USC gold.
Generations ago, a voice was
born in Southern California…
(“We are!!! SC!!! chant begins
very faintly in background)
Fade in text in USC gold:
“Founded in 1880”
A voice that, today, can be heard
in every corner of the world…
(“We are!!! SC!!!” chant slowly
getting louder)
Dissolve previous text.
Fade in: “More international
students than any university in the
U.S.”
A voice made up of hundreds of
thousands, coming together as
one…
(“We are!!! SC!!!” chant slowly
getting louder)
Shot slowly zooming in toward
California. Dissolve previous text.
Fade in:
“Nearly 400,000 living alumni”
Loud, clear and true…
(“We are!!! SC!!!” chant slowly
getting louder)
Shot zooming in fast toward Los
Angeles now.
…to tell the world who we are.
(“We are!!! SC!!!” chant slowly
getting louder)
Shot zooming super-fast now, until it
finally comes to a complete stop on
L.A. Coliseum.
USC is home to one of the world’s most
famous marching bands – a big piece of
its public image.
https://www.youtube.com/watch?v=Ng
w7GXqN86o
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http://about.usc.edu/facts/
Imagery doesn’t have to be an exact
replica – just be sure to include
trademark arches and whatever other
distinguishing characteristics possible:
http://www.stadiumsofprofootball.com
/past/lacol101.jpg;
http://www.stadiumsofprofootball.com
/past/laaerial.jpg
Drums and voiceover stop for one
final chant, loud now:
Dissolve all text and imagery:
In large bold, gold lettering:
“We are!!!
“WE ARE”
SC!!!”
“SC”
(Begin background music –
something inspirational but
reserved/dignified)
USC is one of the world’s premier
research institutions…
Cut to science classroom with
beakers, burners, chalkboard, and a
computer at a desk.
Spell out in chalk on chalkboard:
“$646 million in sponsored research
expenditures in 2012-2013”
…and a leader in online
education, providing advanced
degree programs to professionals
everywhere...
(SFX: typing)
Shift to computer on desk and focus
on screen with blinking cursor.
Type out on screen:
“More than 80 online degree and
certificate programs”
Continue typing:
“More than 7,700 online graduate
and executive students”
Programs that connect you to
endless resources…
Dissolve on-screen text, zoom rapidly
out of classroom to reveal dimly lit,
faded image of a library with two
palm trees (Think Doheny Library).
Fade in in bold over library image
(upper part of screen):
23 libraries and information centers,
plus the USC Digital Library
http://about.usc.edu/facts/
http://online.usc.edu/programs
http://online.usc.edu/about/
(Reference photo: Doheny Library)
http://www.reuters.com/article/2010/0
6/16/us-usa-retail-backtoschoolanalysis-idUKTRE65F4FD20100616)
http://www.usc.edu/libraries/about/do
nor/factsfigures.php
Then (lower part of screen):
More than 5 million total volumes
…and the same renowned faculty
and dynamic coursework that we
offer here on-campus.
Shot shifts to image of campus
buildings with Tommy Trojan at
campus center.
USC online graduates…
*Silhouette of Dean (woman)
handing a diploma to a graduate
(man) in cap and gown.
2
http://en.wikipedia.org/wiki/Tommy_Tr
ojan#mediaviewer/File:Trojan_shrine.jp
g
…become lifelong members of an
exclusive community of Trojan
professionals…
**Silhouettes’ clothing morphs into
business suits and the Dean and
graduate become two
businesspeople. Handoff of diploma
morphs into a handshake.
And when Trojans talk, the whole
world listens.
Zoom out to return to the world
map, spanning across the screen.
Click the “Learn More” button to
find out how an online degree
from USC can help you achieve
your career goals…
Cut to USC Logo and web address.
…and make your voice heard.
Dissolve all text and imagery into
cardinal-colored screen.
Music stops, then audio closes
with one final chant:
“WE ARE!!!
In large bold, gold lettering:
“WE ARE”
SC!!!”
“SC”
---
Alternate call to action to be
included in voice over:
For more information, fill out the
short form on this page and
make your voice heard.
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