Loctite Construction Materials
Loctite is a construction material brand that includes products such as adhesives and sealants. Loctite is well-known in Europe, and is trying to create a bigger splash within the North American market. When I got involved, Loctite asked us to help them build a bigger online presence, through digital campaigns as well as having a more impactful presence on Social Media. Below are some examples of paid social ads.
15 Seconds OLV Storyboards
Below are 3 scripts we’ve developed for Loctite Perfect Finish, an easy-to-use sealant aimed towards the DIY audience. Production was halted due to COVID19, but I wanted to include these scripts here since I think the scripts tell fun stories about the pains of a DIY project in relatable ways.
FRAME 1: Opens on an over the shoulder shot of a man standing at the doorway to his bathroom as he flips on the lightswitch. Shadow frames the doorway.
FRAME 2: Cut to a shot of his bathroom, a complete mess--parts of the bathroom has caulk flaking away, parts have turned to black mildew. It’s terrifying.
FRAME 3: Cut back to the man’s facial expression. He is intimidated and paralyzed by fear. Dolly zoom (vertigo) effect helps enhance the drama of the scene. (VO: Say NO to fearing the start.)
FRAME 4: Suddenly, a cartridge of Perfect Finish flies towards him from offscreen, he catches the product instinctively, like Thor catching his hammer. (WOOSH SOUND EFFECT).
FRAME 5: Camera quickly cuts to Perfect Finish cartridge in his hand. Camera then punches closer into product and lingers for a moment. (product shot)
FRAME 6: Camera moves to low, heroic angle of man as he whips container around and reads content of label. His expression changes to one of confidence. (VO: Say YES to finishing with confidence)
FRAME 7: Another quick cut of camera to application of Perfect Finish along tub. Camera punches in closer to application process.
FRAME 8: Another quick cut of the camera punches in to the bathroom, now looking sharp with pristine caulk lines.
FRAME 9: Cut to a wider shot of the man, standing heroically in his completed bathroom. Has a demeanor of just accomplishing a daunting task and defeating his fears.
FRAME 10: Man then turns and walks offscreen, flipping off the lightswitch as he leaves.
FRAME 11: Cut to graphic End Card with Super on the left side of screen while both Perfect Finish products (House & Home and Kitchen & Bath) appears over white background and slowly rotates to fixed hero position. (VO: Say YES to Loctite.)
FRAME 1: Camera opens on a close up shot of a man’s eyes. His brow is furrowed. A feeling of tension hangs in the air.
FRAME 2: Camera does a quick cut to the kitchen counter. A blatant problem is seen in the close up frame of the counter. A section of caulking is loose where the counter meets the backsplash.
FRAME 3: Another quick camera cuts back to the man, this time at a wider angle. We see our DIY’ers full face now. A confident grin spreads across his face. (VO: Say NO to backing down.)
FRAME 4: A quick camera cuts to a cartridge of Perfect Finish that the man has pulled from his side.
FRAME 5: Camera punches closer into product. (product shot)
FRAME 6: Another quick cut of camera to application of Perfect Finish along kitchen counter. Camera punches in closer to application process.
FRAME 7: Another quick cut as the camera punches in to the kitchen counter now looking sharp with pristine caulk lines.
FRAME 8: Camera cuts back to a wide angle. We see our DIY’er spin his Perfect Finish cartridge and put it into the side of his tool belt. (VO: Say YES to winning the day.)
FRAME 9: Clearly confident in his accomplishment he turns and looks out the kitchen patio doors. His legendary silhouette framed against the blazing sun setting outside.
FRAME 10: Cut to graphic End Card with Super on the left side of screen while both Perfect Finish products (House & Home and Kitchen & Bath) appears over white background and slowly rotates to fixed hero position. (VO: Say YES to Loctite.)
FRAME 1: Camera opens on a Light DIY’er couple with their backs to camera, standing in the middle of a kitchen remodel project. They seem lost as they're staring at the daunting project in front of them. (VO: Say NO to getting in over your head.)
FRAME 2: Camera does a match cut of couple, still lost and confused but now standing at shelf in store in front of a sea of sealants. They search the shelf in front of them.
FRAME 3: Suddenly, a light glows from a row of Loctite Perfect Finish cartridges (imagine a bar shelf where bottles are back-lit by modern looking lights). They look to each other confidently and instantly reach towards that area of shelving.
FRAME 4: Camera cuts to close up of man confidently taking a cartridge of Perfect Finish Kitchen and Bath from the glowing shelf. Camera punches in closer to application process.
FRAME 5: Another quick cut of camera to application of Perfect Finish along a new kitchen backsplash. The phone can be seen on the counter playing a DIY instructional video. Camera punches in closer to application process.
FRAME 6: Another quick cut of the camera punches in to the kitchen now looking sharp with pristine caulk lines. (VO: Say YES to a picture-perfect finish.)
FRAME 7: In continuous shot, camera pulls back from backsplash to reveal the man posing proudly in front of their completed project. The camera continues to pull back to reveal the man posing is actually a photo on the woman’s phone.
FRAME 8: Camera cuts to an over the shoulder shot of the couple looking at the photo of their new backsplash they just shared on social. A few likes begin to appear on their post. They smile to each other as the Super appears over the far left side of screen,
FRAME 9: Cut to graphic End Card with Super on the left side of screen while both Perfect Finish products appear over white background and slowly rotates to fixed hero position. (VO: Say YES to Loctite.)