My Work
Alarm.com
Brief: Research the Alarm.com and their market. Write a creative brief and create ads built upon that brief.
Role: Concept, Copywriting and Art Direction.
Insight: Insurance can replace things with a monetary value, but not things with emotional value.
Film: The Hockey Game
SFX: A big crowd cheering.
Black screen
Fade in: A hockey scoreboard: 1 minute left of the game, the standing is 2–2.
Zoom out: It’s a youth hockey game, filmed with what feels like a handheld camera. There are hundreds of people in the stands although the kids don’t look more than 14–15.
A defender from the attacking team fires a shot from the blue line. It’s saved by the goalie and a guy in the defending team picks up the puck and skates of to counter attack.
SFX: Cheers from the crowd grow louder.
The player advances over the red line, he’s all alone with the goalie.
We slow down to slowmotion as he feints the goalie, shoots and the shot bounces of the post and into the net.
SFX: Audience fades out, it’s dead silent. All we can hear is the club dribbling the puck.
Everything speeds back up to normal. As we zoom out we can see the arena going wild.
SFX: The crowd explodes in cheers
All his teammates are leaving the bench, creating one big pile of boys on the ice. Hats are flying in from the stands.
Picture fades to the price ceremony. On the PA we hear: MVP of the tournament, Number 19 John Jackson.
We see the guy who scored the goal skate forwards and pick up his price.
We zoom in as the goal scorer and the distributor of the price shakes hands. As he raises the price above his head the picture freezes and we start zooming out.
VO: Protect what’s irreplaceable.
As we’re zooming out we zooming out through a framed picture and into a living room where a man in his 50s sitting in a comfy chair with his big price next to him.
SUPER: Alarm.com logo
Film: The Teddy Bear
SFX: You can hear three people walking/sneaking indoors: a mom a dad and a boy 6-7 years old.
BLACK SCREEN
Cut to: A single candle fading in and you can vaguely see the cake it sits on top of.
The cake is moving forward, someone is carrying it through the semi darkness.
SFX: The three people start singing happy birthday.
The three people open a door and walks into a child’s room, there’s a slight light coming from the night light next to the bed.
They wake the little girl up and give her a teddy bear with a ribbon.
We zoom in on the teddy bear.
SFX: All sound fade out.
We zoom out from the teddy bear and can see that the environment has changed for a hospital.
The girl is now a few years older. She has a cast on one hand and the teddy bear in the other.
SFX: The Perishers – My Heart starts playing and plays throughout.
A tear runs down her cheek and she uses the teddy bear to wipe it away.
The camera spins around 180 degrees and we find ourselves in a teenage girls room.
The girl is now 14–16 years old. She's holding a heart shaped frame, but we can only see the back of it.
She throws it at the wall and it shatters.
She lets out a scream. She starts crying and sniveling.
She rolls over in her bed and finds the teddy bear.
We zoom in on the teddy bear.
VO: Protect what’s irreplaceable.
SUPER: alarm.com logo
Radio: The Necklace
SFX: Sea gulls and buzz from a crowd of people
Male VO: I bought you this... it’s something remember me by and to hold on to.
SFX: *Kiss*
SFX: An ocean liners siren booms.
Male VO: I got to go...
SFX: Hospital sounds: breathing apparatus and heart monitor.
(old and frail)Female VO: The only thing your grandfather left, before he stepped onboard that cursed ship, was your mother growing inside me. And this…
SFX: Metal chain moving and clasp opening.
Female VO: It’s been in our family for a century and I hope we’ll keep it for another.
Female VO: I want you to have it.
Male VO #2: Protect what’s irreplaceable with a security system from Alarm.com