THANKS FOR INVITING DINNICK & HOWELLS TO OFFER SOME INITIAL THINKING ABOUT THE DEVELOPMENT OF ADDLAND’S ONGOING CREATIVE PLATFORM. WE’VE SPENT SOME TIME WITH YOUR BRIEF, WITH YOUR CONTENT PLAN, AND THE THEMES WITHIN YOUR LIST OF SUGGESTED ARTICLES/FEATURES/POSTS, AND HAVE A FEW IDEAS/CONCEPTS THAT COULD BE GOOD BE JUMPING OFF POINTS FOR CREATIVE CAMPAIGNING.

WHILE EACH HAVE SOLID BASIS, THEY ARE JUST STARTING POINTS - ONCE WE GET STARTED WITH YOU, WE’D NEED TO HAVE A FAR DEEPER UNDERSTANDING OF THE ADDLAND PRODUCT, HOW YOUR CUSTOMERS USE IT, THE PROBLEMS IT SOLVES FOR THEM, AND YOUR ROADMAP AHEAD. ALL OF THESE INSIGHTS WILL HELP US DEVELOP AND/OR MOVE BEYOND THESE INITIAL STARTING POINTS WITH YOU. WE DO HOPE, HOWEVER, YOU RECOGNISE THE POTENTIAL IN THESE IDEAS, AND THAT THEY GIVE YOU INSIGHT INTO HOW WE WOULD WORK WITH YOU.

IN BUILDING A CREATIVE PLATFORM THAT EXPRESSES ADDLAND’S MANTRA OF “BRINGING LAND TO LIFE” THE MOST OBVIOUS STARTING POINT IS DATA. LEVERAGING THE IMPRESSIVE AMOUNT OF DATA THAT ADDLAND SURFACES WHEN SOMEONE DOES A BASIC SEARCH, AND PARTICULARLY WITHIN THE PRO LEVEL OF SUBSCRIPTION. THIS ACCESS TO INFORMATION, ALL IN ONE PLACE, IS GAME CHANGING, AND TELLING THE STORY OF ADDLAND THROUGH ITS DATA STORY, IS A RICH, CREATIVE SILO.

BELOW ARE TWO VISUAL SAMPLES (NOT OUR WORK) THAT COULD BE A GOOD REFERENCE POINTS. WHILE THE FIRST IS ABOUT SHIPPING, IT DOES A VERY NICE JOB OF EXPRESSING AND THEN VISUALISING THE DATA THAT GOES INTO EVERY MOMENT OF THIS BRAND’S ACTIVITIES. THE SECOND SAMPLE, IS A GRAPHIC SEQUENCE FROM THE FILM “STRANGER THAN FICTION” AND WHILE IT MIGHT SEEM LIKE A REMOTE REFERENCE, THE INTEGRATION OF DATA INTO REAL FOOTAGE, IS BEAUTIFULLY CRAFTED, AND COULD INFORM APPROACHES FOR OUR WORK WITH ADDLAND.

WE HAVE DEVELOPED A ROUGH DEMO HERE AS WELL - FOR ADDLAND, WE COULD INTEGRATE THE DATA THAT IS PART OF A TYPICAL CUSTOMER’S EXPLORATION, INTO DYNAMIC DRONE FOOTAGE OF UK LANDSCAPES, MAKING A CLEAR CONNECTION BETWEEN “REAL” LANDSCAPES, AND THE RICHNESS OF INFORMATION THAT IS AT ONE’S FINGER TIPS WHEN EXPLORING LAND ON ADDLAND. AND THIS CREATIVE SILO, COULD PROVIDE ON ONGOING SOURCE OF CONTENT, WITH SHIFTS OF FOCUS, AND PERHAPS FOCUSING ON SINGLE ASPECT OVER OTHERS, FROM VIDEO TO VIDEO, ETC.

VISUAL SAMPLES

ROUGH DEMO

CONCEPT 2

HUMANISING THE DATA
(ENRICHING & EMPOWERING PEOPLE’S LIVES)

BECAUSE WE ALL HEAR ABOUT DATA ALL THE TIME, ALL AROUND US, IT CAN BECOME DISASSOCIATED FROM OUR ACTUAL LIVES – BECOMING BACKGROUND NOISE. ONE CAN LOSE SIGHT THE VALUE OF RELEVANCE OF DATA TO OUR LIVES. THEREFORE WITH ADDLAND’S LAND DATA, IT MAY BE EFFECTIVE TO HUMANISE IT WITH CUSTOMER PROFILES. THESE COULD BE ACTUAL, OR ‘SUGGESTIONS’ OF ACTUAL CUSTOMER EXPERIENCES, THAT EVOKE THE EMOTIONAL DIMENSION THAT CAN WE CAN ALL MORE READILY RELATE, WHILE ALSO REINFORCING THE ARRAY OF DATA PROVIDED TO ADDLAND’S CUSTOMERS. FURTHERMORE, THE FOCUS ON CUSTOMER STORIES AND EXPERIENCES EXPRESS THE “UNRELENTING FOCUS ON CUSTOMERS” THAT IS ANOTHER PART OF ADDLAND’S MANTRA.

BELOW IS A ROUGH DEMO WE HAVE CRAFTED THAT REPRESENTS A MOCK CUSTOMER STORY, WITH A QUOTE AND ADDLAND’S DATA ICONS APPEARING IN A LANDSCAPE BEFORE HER. THE RIGHT QUOTES, COMBINED WITH THE RIGHT FOOTAGE, COULD REALLY DELIVER THE STORY WITH A HIEGHTENED. EMOTIONAL DIMENSION - BRINGING THE DATA, AND THEREFORE THE LAND, TO LIFE.

THIS DEMO MIGHT BE A SHORTER EXCERPT FOR SOCIAL, DRAWN FROM A LARGER CUSTOMER STORY FILM WE CRAFT.

ROUGH DEMO

DINNICK & HOWELLS: OUR WORK

CRAFTSMANSHIP, CREATIVITY, ATTENTION TO DETAIL

THE SCOPE OF OUR WORK RANGES FROM CONCEPT, TO STORYBOARDING, VIDEO PRODUCTION, MOTION GRAPHICS, EDITING AND POST-PRODUCTION. OTHER SPECIALITIES SUCH AS COPY-WRITING, SOCIAL STRATEGY AND SOCIAL CAMPAIGN MANAGEMENT, WOULD BE EXTENDED MEMBERS OF OUR TEAM, RATHER THAN IN-HOUSE. WE ALSO WORK WITH EXTENDED CREWS FOR OUR VIDEO WORK, INCLUDING CAMERA PEOPLE, EDITORS, SOUND AND POST.

WE PRIDE OURSELVES ON A JOB WELL DONE. ALWAYS STRIVING TO DELIGHT OUR CLIENTS BY EXCEEDING EXPECTATIONS, WE ARE FIXATED ON CREATIVITY AND CONNECTING THAT WITH THE COMMUNICATION GOALS OUR CLIENTS BRANDS. WE ARE A SMALL AND NIMBLE-FOOTED CREATIVE STUDIO. RATHER THAN DOZENS OF PROJECTS HAPPENING AT ONE TIME, WE PREFER A SMALLER ARRAY, SO WE CAN DEVOTE COMPLETE ATTENTION TO EACH.

PAST CLIENTS HAVE INCLUDED BBC, CHANNEL 4, NATIONAL GEOGRAPHIC, DISCOVERY, THE NATIONAL TRUST, HOTEL CHOCOLAT, JOSEPH JOSEPH, AND MANY MORE.

BELOW ARE A FEW REELS SHOWCASING OUR WORK, WHICH RANGES FROM TELEVISION GRAPHICS, BRAND GRAPHICS, CORPORATE VIDEO, BRAND FILMS AND MORE.

COSTS

YOUR LIST OF POSSIBLE CONTENT FOR ADDLAND IS BROAD, BOTH IN TERMS OF POSSIBLE SUBJECT MATTERS, BUT ALSO IN TERMS OF POTENTIAL COMPLEXITY FOR EXECUTION. THIS IS GREAT IN TERMS IN TERMS OF ‘STORIES TO TELL’, BUT IT DOES, HOWEVER, MAKE IT CHALLENGING TO PROVIDE ACCURATE ESTIMATES FOR PRODUCING ONE RELATIVE TO ANOTHER.

ONCE THE SCOPE AND REQUIREMENTS FOR EACH IS ESTABLISHED, AND WHICH ONES MIGHT FIT INTO MONTH 1, MONTH 2, MONTH 3 (ETC), THEREFORE EXPERIENCING SOME POSSIBLE ECONOMIES OF SCALE (SHARING SHOOT DAYS, FOR EXAMPLE) THEN MORE ACCURATE ESTIMATING OF COSTS WILL BE POSSIBLE.

ONCE DINNICK & HOWELLS IS ENGAGED, WE WILL WORK WITH YOU TO DEVELOP THE LIST OF THE PRIORITY CONTENT FOR THE FIRST PHASE. THE FIRST FIRST PHASE WILL BE UNIQUE, RELATIVE TO LATER PHASES, IN THAT THE FIRST PHASE WILL REQUIRE THE DEVELOPMENT OF THE OVER-ARCHING BRAND GRAPHIC STYLES (BUILDING ON WHERE YOU ARE TODAY) THAT WILL DICTATE APPROACHES FOR ALL VIDEO CONTENT. THAT DOESN’T MEAN THAT THE VIDEOS WILL ALL BE IDENTICAL, FAR FROM IT, BUT IT WILL DETERMINE HOW THEY ALL RELATE TO EACH OTHER, WHAT ELEMENTS THEY ALL SHARE IN COMMON, AND ENSURE THEY FEEL LIKE THEY ARE COMING FROM THE SAME BRAND, RATHER THAN EACH BEING DISPARATE, ONE-OFFS.

THIS IS SOMETHING CLEARLY AT WORK IN THE “ARRIVAL” REFERENCES YOU DIRECTED US TO. EACH VIDEO AND MOTION GRAPHIC THEY’VE PRODUCED FITS TOGETHER LIKE BROTHER AND SISTER, EVEN THOUGH SUBJECT MATTERS VARY. THEY ALL SHARE A COMMON BRAND ATTITUDE, AND A COMMON GRAPHIC STYLING. THIS HAD TO BE ESTABLISHED AT THE BEGINNING FOR ARRIVAL, AND THE SAME WILL BE TRUE FOR OUR WORK WITH YOU AT ADDLAND. THAT WILL BE THE START OF PHASE 1, AND ONCE LOCKED DOWN, WILL LEAD ON TO THE PLANNING OF THE FIRST SUITE OF CONTENT, BUT ALL INFORMED BY THE SYSTEMS AND GUIDELINES FIRST ESTABLISHED, UNITING THEM ALL.

IN TERMS OF ESTIMATES, YOU CAN EXPECT THE COST PER VIDEO TO VARY GREATLY, DEPENDING ON VARIABLES SUCH AS:

• DOES IT INVOLVE A LIVE-ACTION SHOOT - IF SO, LOCATION OR STUDIO, AND HOW MANY DAYS?

• DOES IT INVOLVE DRONE SHOOTING - IF SO COVERING HOW MUCH TERRITORY, OVER HOW MANY DAYS?

• IS IT GRAPHIC ONLY, OR A COMBINATION OF FOOTAGE AND GRAPHICS?

• CAN SOME OF THE VIDEO AND PHOTOGRAPHIC REQUIREMENTS BE PROVIDED BY STOCK FOOTAGE?

• DOES IT REQUIRE SCRIPT WRITING, OR WILL ADDLAND WRITE?

• DOES IT REQUIRE VOICE OVER - IF SO A PROFESSIONAL VOICE OF ACTOR, OR AN ADDLAND PERSON?

• DOES IT REQUIRE SOUNDTRACK MUSIC - IF SO DO WE COMMISSION BESPOKE MUSIC, OR USE STOCK MUSIC?

• DO WE IDENTIFY AND BRIEF LOCAL CREWS ACROSS THE COUNTRY FOR SHOOTING CUSTOMER STORIES (FOR EXAMPLE), OR DO WE SEND OUR CORE CREW AROUND THE COUNTY - IF SO, HOW FAR AND HOW MANY DAYS?

THERE ARE JUST SO MANY VARIABLES, THAT IT IS VIRTUALLY IMPOSSIBLE TO PROVIDE ACCURATE ESTIMATES AT THIS STAGE.

WE CAN HOWEVER, GIVE YOU AN INDICATION OF WHAT OUR COSTS MIGHT BE TO PRODUCE SOME OF THE REFERENCES YOU HAVE PUT IN FRONT OF US, FROM BOTH ARRIVAL AND HOLKHAM ESTATE, AS YOU WILL SEE BELOW. THESE ARE APPROXIMATIONS OF COURSE.

THANKS!

THANKS FOR YOUR TIME REVIEWING OUR PROPOSAL. WE EXPECT THIS INITAL TREATMENT WILL YIELD MORE QUESTIONS FROM YOU, SO WE LOOK FORWARD TO OUR NEXT DISCUSSIONS, AND ULTIMATELY, WE CERTAINLY HOPE THAT WE MIGHT BE YOUR CHOICE OF CREATIVE PARTNER. WE WOULD LOVE TO HELP ADDLAND FURTHER ESTABLISH ITSELF IN THE MARKET PLACE WITH ENGAGING MARKETING CONTENT, AND WE’RE CONFIDENT WE ARE THE PARTNER TO HELP YOU DO THAT .