Project Constellation: A consumer-focused Dash Explainer Video



This proposal is for a new explainer video aimed at consumers.​

Why this proposal?

Why do we need another?

1.) Concisely and accurately explains what Dash is.

2.) Has limited to no technical language.

3.) Makes an emotional appeal, with a strong call to action.

4.)Appeals to both men and women. Since 90% of people interested in cryptocurrencies today are men (based on our own YouTube analytics), but women make many important financial decisions at home, it is crucial to target women too. The cryptocurrency that wins over women, will rule the world.

5.) Is easy to translate into different languages, and is culture and race neutral.​

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Treatment Document:

Budget Breakdown:

Proposal Details:

About Eralith Studios

The Video Theme: Dash is financial freedom

1.) In our visual communication of the concept of blockchain, we morph the hard edges and rigid lines of physical computer circuits into an image of a star constellation that connects users. The message is that Dash transcends mere technology to become a symbol of common direction, purpose, and hope. We aspire to the stars - and Dash helps us to reach them. This transformation happens when we transition from the purely informational part of the video, to the emotional hooks.



2.) We show ordinary people doing ordinary transactions, in a compelling artistic style.



3.) The Dash Bird signifies freedom: The freedom to transcend traditional borders of institutionalised financial thinking, old financial constraints, and even physical international borders.​

Production partnerships

Localization

Distribution

Production Milestones:

Thank you for your time and consideration. We are very proud of the work this community does and will continue to strive for quality in all our projects.

-Pieter and Thomas​

We believe there is a need for a new explainer video.The existing video is packed with technical language, and is probably difficult to understand for most people. According to this study, only a third of people can complete computer tasks of moderate complexity: https://www.nngroup.com/articles/computer-skill-levels/ The problem is that Dash does not yet have the brand recognition and network effect that competing currencies have.With the help of the DAO, we were able to produce a live action + VFX TV commercial titled “Border-Free Love”, which we are very pleased with, and hope to see flourish into a flagship piece of media for the new Dash brand.What we propose today comes from a place of continued refinement and focus in our existing media production strategy.We propose the production of a new explainer video, which focuses on the end user experience first, and distances itself from the hyped-up “get-rich-quick” hooks of other crypto/ICO marketing campaigns currently on the Internet.This video will explain what Dash is, and why it is superior to other payment systems. It will reference our previous ad, Border Free love, with regards to the use of visual metaphors. It will be exactly 90 seconds long, and will be designed to work alongside the “What is Dash?” explainer video, while being able to occupy the exact same time slots.This will add to the growing catalogue of Dash advertising material, giving DAO-affiliated content distributors even more choices of what they want to put in front of their intended audiences.We started Eraltith Studios about a year ago in order to produce quality advertisements for the Dash DAO. We have successfully completed two projects. Those two adverts have had more than 1.7 million views in total. They are on our YouTube channel here:We have recently finished production on our third and most ambitious proposal, Borderfree Love. Watch it here:You will notice that our work shows a very sharp upward curve in production quality: This is the direct result of the DAO entrusting us with more funds.Eralith Studios will be writing, producing, and directing this explainer commercial. We aim to keep the direction of this explainer congruent to the new Dash corporate identity, as well as our previous commercial, Border Free Love. Eralith Studios has partnered with two of the leading content creators in Cape Town, to bring this concept to life.We are contracting Blink Tower for script and storyboard consultation. They have eight years of experience in the production of infographics, and have have extensive research on what works and what does not for infographics about financial products.Tulips and Chimneys are known for their unique creativity and individualistic art style. As most of today’s explainer videos seem to be cookie cutter productions with the same old style and overall feel, we decided to contract a company that can truly break new artistic ground in the field. It is important that the video’s style supports the information in the script, but it must also provide the strong emotional hooks that are necessary for client conversion. We also want this explainer to speak to both men and women. We believe that Tulips and Chimneys have the unique capability to do just that.We have decided to focus solely on an English version for the initial production of this explainer. We will make future proposals for localization based on demand.We have decided not to budget for distribution during this cycle. The video will be freely available for other DAO contractors to distribute as they wish. Moving forward, Eralith Studios will make separate proposals for distribution.Write and finalize script over the course of several collaborative meetings. Record Voiceover.Produce explainer animation. Mix and master audio.Deliver 90-Second Explainer to DAO for distribution.