Final Shooting Script

Below is the final draft for a 2-minute image piece about Choosy Kids, LLC. Appendices have been included to explain certain creative choices.




1. [Scenes 1-11 have duller colors]WS of 4-year-old boy sitting at a kitchen table, with an almost empty plate in front of him, except for broccoli remaining. His mother is standing nearby, with her hands on her hips. Television white noise (a show playing, but can’t understand the words) in the background, distant noise, through 3.Dragging, slow music in background, quietly playing through 10.
 2. CU of the boy grimacing slightly while pushing the plate away from him.(Product placement: a Choosy coloring book on the kitchen table, next to the boy) Sound of plate being pushed along the table.
 3. CU of mom’s discouraged/frustrated reaction to her child refusing to eat broccoli. Mom gives subtle sigh.
 4. WS of boy in the living room, watching the television while also playing his gameboy. Television white noise louder, still muffled as background noise, through 7.
 5. MS of mom in the background looking at the boy playing his gameboy in the foreground. Her face looks frustrated, hands on hips. The window outdoors shows a sunny day with green grass, etc.(Product placement: a Choosy backpack sits in the corner of the screen on the floor of the living room, against the wall).Mom turns her back to the camera, leaving the room. A long sigh from the mom as she turns to leave the room.
 6. Brief, black screen transition clockwise to show time has passed. Same MS screen as scene 5, with mom reentering the room with the sunset coming through the window (reiterating time passing). Mom: “Time to brush your teeth. Bed time in 20 minutes.”
7. MS. Boy glances up, puts his gameboy down, stands up and scurries out of the room.
 8. MS of mirror, showing reflection of boy in bathroom. The boy picks up his toothbrush, ignores the toothpaste, rubs his teeth for two seconds and puts his toothbrush back down.(Product placement: a Choosy cup sitting on the bathroom counter)Then the boy runs out of the bathroom. Television white noise very distant. Sound of boy picking up toothbrush and brushing twice quickly (sound of bristles on teeth).
 9. WS. Mom is still standing in the living room and sees the boy run back and sit back down on the floor to play his game.(Same product placement as 5: a Choosy backpack sits in the corner of the screen on the floor of the living room, against the wall).Mom walks out of the room into the kitchen. Television white noise goes back to muffled, louder level.
 10. MS of mom sitting at the kitchen table, facing the door into the living room, so the son is visible in the distant background. Mom looks discouraged, “given up.”(Same product placement as 2: a Choosy coloring book on the kitchen table, next to the mom) Television white noise more distant.As mom sighs, she mutters to herself, “I wish I had some help…”
 11. CU of mom. Music starts playing, mom glances around, looking for the source. Instrumental Choosy music starts playing, continues through 16.
 12. [Scenes 12-31 have brighter colors]Screen zooms in to coloring book. Shows animated Choosy start to move (still in 2-D) – waves to the mom and hops out of the coloring book. Still in 2-D form and only a few inches tall, the animated Choosy goes to the edge of the table and jumps off.
 13. MS. Small animated Choosy “disappears” as he falls, with green smoke everywhere, and he “lands” on the ground as the human-sized Choosy mascot. His name, “Choosy,” is easily visible on his body. [Appendix A]
 14. Brief, black screen transition clockwise to a WS with boy sitting at kitchen table with mom (to show time has passed).
 15. MS of 4-year-old boy sitting at a kitchen table, Choosy (human mascot) sitting next to son at the table as the son happily eats the broccoli. His mother is standing nearby, with her hands on her hips, looking amazed, smiling. Son (matter of fact tone): “Mom, did you know Choosy loves broccoli?”
 16. MS, boy finishes broccoli, then shouts excitedly as he runs out of the room. Son (tone of voice stating a fact for the immediate future): “Mom, I’m dancing with Choosy.”
 17. MS of mom looking out the window (can’t yet see what she’s looking at). She looks happy, satisfied, and relieved.
 18. MS of Choosy mascot playing with son in the backyard – a sunny day, bright green grass. Choosy song, “I’m Moving I’m Learning,” in background through 20.
 19. CU of boy looking up at the house, shouting to his mom, motioning for her to join him. Son: “Come on, Mom!”
 20. MS of boy, mom and Choosy mascot doing specific dance moves together. [Appendix B]
 21. Brief, black screen transition clockwise to show time has passed.
 22. MS of boy, mom and Choosy doing more dances. Mom picks boy up playfully (boy laughing, smiling) and says her line. Then mom puts boy back on the ground, as he starts running into the house. Music lessens, fades to quiet.Mom: “Okay. Time to brush your teeth. Bed time in 20 minutes.”
 23. MS of boy running into bathroom. Choosy “Brush my Smile” song playing in background, through 25.
 24. MS of mirror, showing reflection of boy actively brushing his teeth with toothpaste, with the Choosy poster close by on the wall.(Product placement: 1) From previously, a Choosy cup sitting on the bathroom counter; 2) A Choosy oral health poster on the bathroom wall next to the mirror.)
 25. CU of boy brushing. His head turns to acknowledge his mom’s line. He spits into the sink, wipes his face, and turns to walk out of the bathroom. The Choosy poster on the wall is still visible in the background. Mom: [off stage] “Time for bed!”
 26. MS of mom tucking boy into bed. Instrumental Choosy music quietly in background, through 30.
 27. CU of boy in bed, sleeping with a Choosy stuffed doll tucked in his arms.
 28. MS of mom softly shutting bedroom door behind her. Click of door being closed.
 29. WS of mom entering kitchen smiling, sees Choosy (human mascot) and gives him a high five. Mom: “Thanks, Choosy!” [Appendix C]
 30. CU (dirty single) of Choosy giving a thumbs up to the mom, then partially salutes/waves to her, as if to say “goodbye.” Back of mom’s head is in the foreground.
 31. MS. Mom in foreground waving goodbye to Choosy. Choosy jumps up and slightly backwards, and disappears (with animation, and some green smoke), and “reappears” in the form of the Choosy poster “Choose Healthy Options Often and Start Young” hanging on the wall in the kitchen. Choosy music gets louder (same music as when Choosy first appeared in the kitchen). Music continues through 32.
 32. White background with phrase “Health Needs a Hero.”Beneath the tagline: “Call Choosy Kids to bring Choosy home today!”Image/logo of Choosy Kids




A. The human-size, non-animated version of the Choosy mascot will be the primary representation of Choosy in this spot for several reasons. First, this costumed character is the version of Choosy that parents and children will actually see in person during real-life Choosy events. Parents even have the option to rent or hire Choosy Kids to have the Choosy mascot show up at a specific event. This will make the image of Choosy more consistent with what Choosy looks like in real life. Second, using the human mascot is easier for the actors to interact with on the set, and it will be easier to show the child interacting with him (particularly related to touching his green, textured fur and playing interactive games). Finally, primarily using the human version of the Choosy mascot (some portions of the commercial will incorporate animated effects) will have a more reasonable budget than if it were strictly animated.

B. This scene will show that while a child can interact with Choosy on their own, Choosy also encourages the development of parent-child relationships, interactions and activities. This scene also demonstrates that adults enjoy the Choosy music as well.

C. The mom’s transformation is from a discouraged, frustrated individual unable to encourage healthy habits for her son, to a happy, satisfied and relieved mom that teamed up with Choosy to develop and instill healthy lifestyle habits in her son. Choosy’s help in motivating the son brings peace of mind and a feeling of empowerment to the mom (i.e., the “what’s in it for me” piece that rewards the audience). The audience is seeking help to educate their children early on, in a fun way, and Choosy fills this need. The mom’s transformation will reflect the transformation of the viewing audience.

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Choosy Kids Creative Approach #2

Below is a second, different creative approach for Choosy Kids. Enjoy!

Creative Approach: Worried, nervous parents, with their 18-month-old son, have a meeting with Dr. Linda Carson. The scene starts partway through the conversation, with the parents expressing concern in finding ways to help and ensure healthy brain development for their child. Linda introduces Choosy and explains and demonstrates how Choosy is used in several different classroom settings. The husband and son become engaged with each Choosy activity, while Linda and the wife look on. Linda provides the parents with some Choosy-related material to bring home and use with their child. When the parents leave, they bring Choosy with them.


Draft Shooting Script:



1. Zooming in close up of an internal door, with a blurred window pane; the pane reads “Linda Carson, Ed.D.”
 2. Screen zooms into the window and “enters” a small, office room, comfortably furnished, showing two parents nervously sitting on two chairs, with a 18 month-old boy sitting on the wife’s lap, with Linda Carson sitting at her desk. It is apparent the audience is entering the scene midway through the meeting. Husband: This is our first kid. We’ve read so many books…
 3. Close up of husband, worried look on his face. Husband: … and we try to be good role models.
 4. Close up of wife, also worried, affectionately patting her son on the back while holding him close. Wife: But we both work, and we’re not quite sure if what we’re doing is best for him.
5. Close up of Linda. Linda: You’re not alone. Every parent is anxious about their new adventure. From birth to age 5, in particular, it’s a learning process for you and your child.
 6. Middle profile shot of Linda facing parents. Linda: That’s why I’m here. That’s why Choosy’s here.
7. Close up of husband. Husband: What’s Choosy?
8. Middle shot of Linda pointing to Choosy poster on the wall. Poster reads: Choose Healthy Options Often and Start Young with Choosy mascot. The poster is next to a door different from the entrance door to the office. Linda: Choosy’s actually a who – he is a healthy role model for the kids—a health hero in fact! His name stands for: Choose Healthy Options Often and Start Young
 9. Middle shot. Linda stands up, opens the door. Linda: Let’s see him in action!

Sound of door being opened.

 10. Middle shot. Parents stand up, walk behind Linda into the door. Husband is carrying son. Their backs are facing the audience. Sound of people walking through door.
 11. Wide shot. Showing group enter a classroom setting with children and a teacher. Children are ages 2-5. The setting is like a set seen for movies or television. Muddled noise of music, kids laughing in the background.
 12. Wide shot of Choosy (a human in a Choosy costume) dancing with schoolchildren and teacher to the song. Linda and parents (husband placing son on the ground) standing to the side of the scene. Choosy song “I’m Moving, I’m Learning” in the background. Through 15.
 13. Middle shot. Husband looks at kids dancing with Choosy mascot, then his son, then wife (with pleading eyes), wife smirks and nods, as husband excitedly runs off with his son to join the dance.
 14. Middle shot of Linda standing with wife, while husband and son are in the background dancing with the group. Linda: Choosy loves to move his body to music, and the kids dance with him daily. All of his music talks about healthy choices.
 15. Wide shot of Linda and wife starting to walk through another door (similar to walking from set to set in a television studio). Wife motions to husband and son to follow. Husband and son, smiling, hurry to catch up.
 16. Middle shot of Linda, parents and son walk through the door into another scene that is another classroom. Dancing scene music lessens, as they leave that room to enter another room.
 17. Wide shot of different teacher sitting on chair, with different group of children sitting on floor looking up at her. She is using a Choosy puppet to show how to brush your teeth. A pile of plastic fruits and vegetables in on the floor next to the teacher. Linda, parents and son are looking on from the side.
 18. Husband looks at scenario with Choosy, then his son, then wife (with pleading eyes, again), wife smirks and nods, as husband excitedly runs off with his son to sit on the floor and listen in. Linda: Choosy focuses on healthy choices for food, physical activity, and oral health.

White noise sound of teacher explaining how to brush while using the puppet.

 19. Middle shot of Linda and wife talking while husband, son and other children are listening to the teacher. Linda: We also talk about what Choosy likes to eat and drink.
 20. Wide shot of teacher now holding up fruits and vegetables to the group. Husband and son are still seated. Linda and wife are in foreground watching. Linda: I’ve never seen more kids so excited about eating broccoli. Even when parents don’t like it, because Choosy likes broccoli, that trumps everything.
 21. Middle shot of Linda and wife walk through another door into another scene that is another classroom. Wife motions to husband and son to follow. Husband and son, smiling, hurry to catch up.
 22. Middle shot of Linda, parents and son walking through another door into another scene that is another classroom. Linda: We really work with parents on touch, communication…
 23. Wide shot of another scene of 0-1 year olds (with some other parents) practicing sign language with a different teacher and Choosy. Linda and wife to the side talking. Husband and son in the background looking at the scenario with Choosy. Linda:…pre-language learning, since sign language allows six-month, eight-month, nine-month old infants to communicate without having to make full sentences. Some parents feel that if they do sign language it might delay verbal language, but it doesn’t.
 24. Wide shot of Linda and wife talking, classroom setting in background, husband and son in foreground trying to practice a sign, following what Choosy is doing.

Linda motions to move into next room.

Linda: I can remember times when baby’s first sign was during class time, and the whole class could applaud it and clap.
 25. Middle shot of Linda, parents, son walk through another door into another scene that is back into the original office. Quiet Choosy background music through 27.
 26. Close up of Linda and wife talking, towards end of statement, Linda glances over to husband and son, scene cuts. Linda: Choosy always makes the healthiest choice. That’s probably one of his signature attributes. He knows how to make a healthy choice, and…
 27. Cut to close up of husband and son dancing like Choosy to the music in the background. Linda: … everybody, children and grown-ups, can really learn from that.
 28. Wide shot. Wife smiling, husband holding son’s hand, both smiling. Linda: Here’s a Choosy poster and a CD, plus some reading material with Choosy’s messages…

Background music lessens to white noise.

 29. Close up of wife accepting poster, CD and other materials. Linda: … should you think of other questions about early childhood development.
 30. Middle shot of all four people standing, the family starts to walk towards the exit door. Linda: Kids love Choosy in class, so bringing Choosy home will give your son yet another positive role model to learn from on a daily basis.
 31. Close up of husband glancing over at wife, with a joking smile on his face. Wife smiles, Linda laughs. Husband: Well I guess we’ll have to make another spot at the dinner table!

Linda laughs.

 32. Wide shot of parents leaving office, husband holding son’s hand, with the Choosy mascot holding the son’s other hand, and Choosy holding the wife’s hand (their backs facing the screen), Linda in foreground in profile position, waving. Linda: See you soon!
 33. Choosy mascot turns to wave back; with a slight delay, the son turns around and waves too to imitate Choosy. Husband and wife glance sideways to watch their son wave.
 34. Solid colored background (preferably white), with phrase “Health Needs a Hero.” Beneath the tagline shows “real” people representing the individuals that play a part in shaping a child’s development: a teacher, a doctor, a dentist, a coach, parents, grandparents – and Choosy standing in the middle in the foreground. Instrumental Choosy background music through 35.
 35. An animated image of Choosy and the Choosy Kids text icon appear. Along with the website URL and the company’s Twitter name.
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Choosy Kids — A Shooting Script

Per this week’s assignment, below is the creative approach for Choosy Kids, which serves as the final element of the concept paper developed a few weeks ago. Following the creative approach is the first draft for a fiction shooting script. As a reminder, the target audience are parents, as an attempt to raise awareness about Choosy and how he helps young children learn and adopt healthy lifestyles.

Creative Approach: This image piece shares the story of a young boy who grows up hating broccoli, constantly playing video games and watching television (rather than playing outside), and doesn’t brush his teeth correctly – basically, poor lifestyle habits related to staying healthy. The target audience (i.e., parents) connect with both the frustrated mom looking on and the boy with poor lifestyle habits. Time zooms forward showing the boy now as an adult, and a father of two young children. Encouraging healthy habits in his kids is now his primary concern, and is faced with the same challenge as his mom. Viewers see how the Choosy mascot helps the boy (now adult) and his wife instill healthy habits in their two children, including eating healthy food (e.g., broccoli), doing physical activity and brushing one’s teeth correctly.


Draft Shooting Script:



1. [Scenes 1-13 will have a slightly grainier image with duller colors, as if from the 90s]

Wide shot of 4-year-old boy sitting at a kitchen table, with an almost empty plate in front of him, except for broccoli remaining. His mother is standing nearby, with her hands on her hips. Boy is wearing a distinct shirt.

Television white noise in the background, distant noise, through 3.
2. Middle shot of the boy grimacing slightly while pushing the plate away from him. Sound of plate being pushed along the table.
3. Close up of mom’s discouraged/frustrated reaction to her child refusing to eat broccoli.
 4. Wide shot of boy in the living room, watching the television while also playing his gameboy. Television white noise louder, still muffled, through 8.
 5. Middle shot showing mom looking further frustrated as the boy stares at his gameboy in the background. The window outdoors shows a sunny day with green grass, etc. A long sigh from the mom.
 6. Wide shot of boy in front of television, with mother leaving the room in the background.
 7. Wide shot of mother reentering the room with the sunset coming through the window (showing time has passed) “Time to brush your teeth. Bed time in 20 minutes.”
 8. Middle shot. Boy glances up, puts his gameboy down, stands up and scurries out of the room.
 9. Middle shot of mirror, showing reflection of boy in bathroom. The boy picks up his toothbrush, ignores the toothpaste, rubs his teeth for two seconds and puts his toothbrush back down. Then he runs out of the bathroom. Television white noise very distant. Sound of boy picking up toothbrush and brushing twice quickly (sound of bristles on teeth).
10. Wide shot. Mother is still standing in the living room and sees the boy run back and sit back down on the floor to play his game. Television white noise goes back to muffled, louder level, through 13.
11. Close up of mother’s face, looking discouraged, “given up”
12. Close up of boy playing his game. The television screen reflects on his eyes. Screen zooms into his face, into blackness.
13. Screen shot zooms back out to show the boy as an adult, in shirt similar to the first scene. The shot is in a photo with a wife and two kids.
14. Shot continues to zoom out to show the same adult male (former boy) in the kitchen preparing meal. Cheerful, upbeat music plays quietly in the background through 22.
15. Middle shot. Screen switches viewpoint to show two kids, a 4-year-old boy, a 2-year-old girl, and the wife sitting at a table next to the open kitchen. Husband brings last two plates to the table for the children. It contains a variety of food, with broccoli clearly visible on the plate.
16. Middle shot of husband sitting down, looking at his kids, smiling.
17. Close ups. Screen spans across family as they start to eat. Spans across husband, wife, then two kids. Two kids are both eating the broccoli while smiling.
18. Close up. Screen spans to a fifth chair, with Choosy the mascot sitting there with his dinner.
19. Middle shot showing family smiling back at Choosy.
20. Jump to middle shot of two children playing outside in the sun and grass with Choosy. Choosy song “I’m Moving, I’m Learning” starts to build up. Plays through 21.
21. Wide shot of two kids and Choosy dancing to a Choosy song. Parents standing in the background looking on. One parent is even slightly bopping to the music.
22. Jump to middle shot of two children in the bathroom brushing their teeth. Sound of faucet turning on and off. Sound of toothbrush bristles with toothpaste on teeth through 25. Choosy song “Brush My Smile” playing in background; continues through 25.
23. Middle shot moves over to show the Choosy mascot next to the kids giving them a thumbs up as they brush.
24. Close up of kids brushing.
25. Close up screen spans across to show that the Choosy mascot is no longer there, but a Choosy oral health poster is in its place on the bathroom wall.
26. Wide shot of parents tucking in both children into their beds. Music softens, fades to slow, heartwarming music. Plays through 31.
27. Close up of little girl in bed, being tucked in by a parent, sleeping with a Choosy stuffed doll.
28. Middle shot of little boy in bed, parent tucking him in, with Choosy posters on the wall behind him.
29. Middle shot of husband and wife, looking down at their children. They look up at each other, smile.
30. Middle shot. The screen moves to show a third bed, with Choosy asleep.
31. Middle shot. As the wife leaves the room first, the husband turns to Choosy; then turns out the light. Husband: “Thanks, Choosy.”
32. Solid colored background (preferably white), with phrase “Health Needs a Hero.” Beneath the tagline shows “real” people representing the individuals that play a part in shaping a child’s development: a teacher, a doctor, a dentist, a coach, parents, grandparents – and Choosy standing in the middle in the foreground.
33. An image of Choosy and the Choosy Kids text icon appear. Along with the website URL and the company’s Twitter name.
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Ready and Resilient: US Army’s Interview Story

This week’s assignment requested a paper edit for the interviews with Captain Y and Captain Z from the US Army. This paper edit has recommended B-roll shots to pair with the audio extracted from the interview.

It touches on the following content points (in this order):

  1. Soldiers often pride themselves on their ability to take care of problems on their own. But it doesn’t always work.
  2. Families are a soldier’s best support. But when there’s a problem in the family, the soldier’s work is going to suffer, and the unit may suffer as a result.
  3. An Army unit is a very special thing. It’s like a family.
  4. That’s when the leader needs to step in. Being a leader means caring for other soldiers, being aware of the stresses they’re under, and doing something about it.

The length runs at approximately 3:07 minutes.



 1. Wide shot of army soldiers in a strong pose, determined facial expressions Z: There’s a stereotype that if you’re in the Army, you’ve got to be a man, you’ve got to take care of your family.
 2. Close up of Captain Z with neutral background color Z: And you don’t ask for help.
 3. Close up of Captain Y with neutral background color Y: Soldiers aren’t looking for a handout. They’re looking for ways that they can be self-sufficient.
 4. Close up of Captain Z with neutral background color Z: You’ve got to keep them both mentally and physically healthy. And the physical part is usually the easiest way to keep them healthy.
 5. Wide shot of men in Army fatigues doing a drill, breaking through a physical barrier Z: It’s the mental part — like I said before, breaking through that barrier of,
 6. Close up of Captain Z with neutral background color Z: “I’m a man. I’m in the Army. I don’t need help,” that’s the toughest part of keeping them mentally healthy.
 7. Wide shot of soldiers in uniform, huddled Y: If one soldier is hurting, his friends are going to know about it. His friends are going to suffer from it. It’s going to bring down morale.
 8. Close up of Captain Y with neutral background color Y: When a soldier’s child has cancer, as in the case of Specialist Jones, it sends something through you…A five-year-old, cancer…
 9. Close up of Army unit doing PT Y: Specialist Jones wasn’t treated any differently. He trained, he came to PT.
 10. Middle shot of Army unit doing physical team activities Y: He did his part as a soldier, but he was given support. Whenever his child had an appointment, there was never a question.
 11. Middle shot of soldiers in uniform doing non-battle, service activities. Y: They have a confidence to understand that the unit will do all that’s possible to give that soldier all the support necessary.
 12. Middle shot of Captain Y with neutral background color Y: It’s also a domino effect. Once one soldier receives help,
 13. Wide shot of a soldier leaning down to help another soldier stand up; rows of soldiers in background jogging in formation. Y: he’s willing to help another soldier… it becomes contagious.
 14. Wide shot of an Army unit in fatigues smiling, laughing, as in a conversation Z: You like hearing the soldiers talk about other soldiers that received help.
 15. Middle shot of an Army unit encouraging each other and working together to climb a wall Z: It’s a great motivator to know that you’re helping one of your soldiers. Only the Army could provide this type of help.
 16. Middle shot of Captain Y and Z next to each other with neutral background color Y: It’s just a culture that once you put this uniform on, that you’re part of a family. And it’s a grand scheme of taking care of each other, leaving no man behind and that your small part of the Army is taking care of your family.
 17. Z: And that saying, leave no man behind, it doesn’t just refer to when you’re on the battlefield. It refers to just as much when you’re back here at home station and your soldier needs help.
 18. Wide shot of soldiers and commanders saluting the American flag Y: As Captains in the U.S. Army, we’re servants. We’re servants to our nation. We’re servants to our soldiers, and we’re servants to our unit.
 19. Close up shot of Captain Y with neutral background color Y: Soldiers need to see that you’re human also…I may be a Commander, but I’m a man, I’m a husband, I’m a father, and I’ve — made my fair share of mistakes and had shortcomings.
 20. Wide shot of a Commander saluting his unit Y: At the same time, somebody was always there to help me.
 21. Close up shot of Captain Z with neutral background color Z: And you don’t always have to talk to them from a Commander to a subordinate standpoint.
 22. Wide shot of a Commander talking to a soldier, standing with a more comfortable stance; other soldiers in the background; everyone in fatigues and/or casual wear Z: You just talk to them man-to-man, and you learn a lot from your soldiers when you do that.
 23. Close up of Captain Z with neutral background color Z: Once in command, I had 92 soldiers that I took command of. But I also know that I had, with those 92 soldiers, about 50 or 55 families that came with it.


 24. Wide shot of Commander talking with several soldiers in uniform and their families; more families in the background Z: And a good amount of my time is spent dealing

with family members.

 25. Middle shot of a Commander taking oath, being awarded his rank Y: You have to know what your charge is, and as you take that charge, you don’t just feed, you don’t just listen; you nurture.
 26. Wide shot of army unit standing at attention Y: And what you’re going to nurture is that philosophy of the Army values.
 27. Close-up of Captain Y with neutral background color Y: You’re going to nurture the philosophy of helping each other. You’re going to nurture the philosophy of teamwork.
 28. Close-up shot of soldier’s face, male, non-white Y: Not everybody has a problem,
 29. Close-up shot of soldier’s face, female, non-white Y: but everybody can always use some help,
 30. Close-up shot of soldier’s face, male, white Y: whether it’s personal,
 31. Close-up shot of soldier’s face, male, non-white Y: professional.
 32. Close-up shot of soldier’s face, female, white Y: You don’t treat them like cases;
 33. Middle shot of a variety of soldiers’ faces, looking forward, upwards at a slight angle to the camera Y: You treat them like people.
 34. Close-up of Captain Y with neutral background color Y: It’s only going to make you that much better as a leader.
 35. Black screen, U.S. Army logo, with slogan “Ready and Resilient”

“Walk in Fridge” and “Healing Grandpa” Shooting Scripts

The following two commercials have been reverse-engineered into shooting scripts: Heineken’s “Walk in Fridge” commercial, and Doritos’ “Healing Grandpa” commercial. Both are 30-second spots and have been broken down into the video and audio content.

If you’re interested, here are the original commercials:

Heineken, “Walk in Fridge”

Doritos, “Healing Grandpa”

Heineken, “Walk in Fridge”



 1. A wide shot of a party in an individual’s living room, a hostess is escorting a few other women through the room through the crowd of people, clearly giving a tour of the house while the party is going on. Hostess saying, “And now we’re back in the living room.”
Low-volume party music in the background.
2. Group of women continue to walk, enter another space (i.e., a wide hallway going from one room to another). Hostess is holding her friend’s hand to continue to escort them through the crowd. Low volume party music continues in the background.
Hostess quietly says, “And now…”
 3. Wide shot of small group of women entering another room, identified as the bedroom. Hostess: “Bedroom”
Other women: “Wow”, mumbles of approval.
 4. Close up of hostess, about to open two doors to an unknown space, turning back to her friends with a huge, excited smile on her face. Hostess: “And!”
 5. Hostess opens closet. Wide shot from inside of closet looking back at the four women entering.
 6. Middle shot of all four women, the three friends screaming excitedly about the large closet and its contents. Lots of women shouting excitedly.
 7. Wide shot of all four women still shouting, one friend gives the hostess a hug. Continued female shouting.
 8. Close up of camera moving across all four women’s faces, women pointing excitedly, hands against cheeks, still screaming. Lands on hostess at end, smiling hard, excited that her friends are so excited. Continued female shouting.
 9. Close up of hostess and friend to her left. Screaming subsides as they perk up their ears to hear other screaming in the background, from another room. Female shouting subsides, male shouting is heard in the distance.
 10. Middle shot of four women, shot looking from bedroom into the closet (looking at their backs), as the women start to slowly turn to listen more carefully to the sound they hear. Hostess leans back a bit to listen. Several men shouting in the background, can’t determine location or distance.
 11. Wide shot of four men in a refrigerated closet full of Heineken beer. Shot looking from inside the closet out to the men. Room full of beer, with fog everywhere, as if they walked into a huge fridge. Man on the far right clearly the host, showing his friends his closet. Men shouting excitedly.
 12. Middle shot of all four men, the three friends screaming excitedly about the closet and its contents. Continued male shouting through 19.
 13. Close up shot of all four men still screaming, one friend gives the host a hug.
 14. Wide shot of four women in closet, listening to the male screaming, looking confused. Male shouting continues in the distant background.
 15. Close up of one male friend looking at a shelf full of Heineken’s, eyes bulging with excitement, hands shaking, screaming.
 16. Close up of one male friend and host. Male friend with wide eyes, looking shocked, amazed, and excited. Pointing into the closet (unseen by viewers). Host next to him laughing and enjoying his friend’s reaction.
 17. Wide shot outside of fridge closet, looking in; closet located in house basement, four men still inside the closet (two doors wide open) shouting. One man shouts “Oh yeah! Oh yeah!”
 18. Women slowly peak around the corner, as they enter the main basement area, seeing men shouting excitedly.
 19. Black screen with text “Heineken. Serving the Planet.” Sound of beer bottle being opened.

Doritos, “Healing Grandpa”



 1. Wide shot of inside an apartment. Mikey (white guy) walking down stairs to front door with a shoulder bag. Suitcase already in front of the door. Mikey standing in front of the door. Roommate (black guy) sitting on a couch, eating Doritos, watching a television the viewers can’t see. Fish in fishbowl at the forefront. Plant with white flowers near feet of roommate. Television white noise in background.
Mikey: “Hey Dude. Feed the fish. Water the plant.”
 2. Head-on, middle shot of roommate, still eating Doritos. Without saying anything, gives a salute to Mikey with eyes still on the television, acknowledging what Mikey said. VO of Mikey: “I’ll see you next Thursday.”
 3. Back to original wide shot of apartment, as white roommate closes the door behind him and the black roommate continues to watch television and eat chips. Sound of door closing, and chip crunching in roommate’s mouth.
 4. Screen transition clockwise to head-on middle shot of roommate still sitting on the couch eating from a Doritos bag. His ears perk up as he listens to the newscaster, realizing it’s Thursday. Newscaster in background saying “Welcome back on this beautiful Thursday morning. Next up…”
 5. Close up of roommate looking into fishbowl, camera shot through fishbowl showing the cloudy water and a dead fish at the bottom. Roommate looks frazzled, concerned. Fast-paced upbeat music starts playing, through 15.
 6. Middle shot of roommate, with a desperate and concerned look on his face crumbles Doritos in his hand and drops it into the fishbowl. Large Doritos bag sitting to left of fishbowl.
 7. Close up of roommate’s hand dropping Doritos into the bowl.
 8. Close up of roommate’s face looking shocked, confused. Top of fishbowl visible in shot, but can’t see inside fishbowl.
 9. Close up of fishbowl, with roommate’s shirt in the background. Water is clean and fish is alive and swimming.
 10. Fast transition across room to plant sitting on coffee table, dead. Dead leaves all over table.
 11. Close up of roommate crumbling Doritos onto the plant. Plant blurred in forefront of screen.
 12. Middle shot of roommate sitting on couch, leaning over plant, alive with beautiful white flowers while he holds Doritos in left hand. Roommate smiles at the plant and nods approvingly.
 13. Screen jumps to close up of empty Doritos Cool Ranch bag on floor. Roommate’s hand comes to slide it across the floor (implying he will pick it up). Sound of Doritos bag being dragged across the floor.
 14. Close up of empty pizza box, roommates arms picking it up. Sound of pizza box being closed.
 15. Wide shot of roommate standing in front of fireplace, with a broom in hand, smiling at a now cleaned apartment. Roommate briefly leans on the fireplace, and accidentally knocks over an urn that was on the mantle. Roommate backs up (back facing camera) to get out of the way. Upbeat music plays until sound of metal urn jingling and falling onto the ground; contents spill.
 16. Close up shot of urn on the floor, with contents (i.e., ashes) spilled all over the floor.
 17. Middle shot of roommate looking at photo on the mantle piece of an old, white man. Roommate’s back of head facing the camera. Roommate glances down at the floor, and then looks forward (profile now visible) with mouth gaping, eyes wide, realizing he just knocked over his roommate’s grandfather’s urn and spilled his ashes everywhere. Eyes glance above the photo and away from the camera, in a questioning, hopeful stare. At end of scene, sound of door opening.
 18. Middle shot of Mikey entering apartment with bag and suitcase, drops shoulder bag as he enters, face looks astonished, surprised and confused. Door opening sound followed by sound of shoulder bag being dropped on the floor.
Mikey: “Grandpa?!?!”
 19. Wide shot, profile of couch on left with grandpa sitting on the left side of couch, and roommate on the right, with a Doritos bag in hand. Grandpa has ashes on his face and is holding the urn. Mikey is a blurred back of head/neck in the far left side of the screen. Apartment is clean, healthy fish in background, healthy plant with white flowers on coffee table. Grandpa: “Mikey?!?”
 20. Black screen with Doritos and logo, Grandpa voiceover: “Mikey!!”
Upbeat music starts again.
 21. Wide shot looking in apartment, at the couch. Mikey and Grandpa are hugging awkwardly. Roommate sits contently, watching Grandpa and Mikey hug while eating Doritos. Mikey: “Grandpa! I missed you.”
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Concept Papers: Choosy Kids, LLC and Bonnie’s Bus

With frequent, in-depth discussion in this course, I have narrowed my final project topic down to two final options. Both locally grown out of Morgantown, WV, these two organizations are quality candidates for a creative digital story. The following partial concept papers identify the focus, brand, audience, and concept points for Choosy Kids, LLC and the Mary Babb Randolph Cancer Center’s Bonnie’s Bus Mobile Mammography Program.

Choosy Kids, LLC

Focus: Choosy Kids, LLC is seeking an image piece focused on raising awareness about Choosy’s healthy lifestyle messaging and its benefits. Children are currently exposed to Choosy at school, but Choosy Kids, LLC wants to bring Choosy into the home. The video will be a 1-2 minute piece distributed through YouTube, Choosy Kids’ Facebook page, and the Choosy Kids website.

ImageBrand: Choosy Kids’ three areas of focus are: healthy eating, physical activity and oral health. The Choosy Kids games, activities and products not only inspire healthy choices, but also work to stimulate and challenge the sensory, perceptual, and motor development of children ages 0-5. One of the most successful elements of Choosy Kids is the Choosy character. Having a fun, relatable character that children perceive as real sets the company apart from its competitors. Another popular product is Choosy’s music, which is catchy and entertaining for kids and adults alike. Choosy Kids is also recognized for its expert-driven training sessions, to inform parents and professionals about age-appropriate opportunities for young children.

Some of Choosy’s products, namely the comprehensive packages, can be costly, but the company does offer its products by piece meal as well. Also, if a school or health clinic is endorsing another “health-conscious” campaign, a parent may not be interested in starting from scratch with a new concept like Choosy.

The newest tagline for Choosy Kids is “Health Needs A Hero.” The Choosy mascot serves as a positive role model who represents and encourages healthy lifestyles and responsible decision making.

Audience: The audience is parents of children between the ages of 0-5. The parents are typically between the ages of 20-40. Most are tech-savvy, or have become more so because their children pick it up.  Parents are seeking a role model that provides expert feedback for their benefit, as well as educational, fun activities to positively impact the early childhood development of their infant and/or toddler.

Content Points:

  1. Choosy Kids is committed to healthy, educational activities to effectively promote early child development, including sensory, perceptual and motor skill development.
  2. Choosy Kids’ training sessions and material is created and conducted by early child development experts.
  3. Choosy’s activities are entertaining for children and adults alike, with music being one of Choosy’s specialties.
  4. The character, Choosy, is a health hero and role model for children.
  5. Children see the Choosy mascot as “real,” and respond remarkably well to Choosy’s healthy choices and fun activities.


Mary Babb Randolph Cancer Center

Bonnie’s Bus – Mobile Mammography Program

Focus: The Mary Babb Randolph Cancer Center’s (MBRCC) Bonnie’s Bus Mobile Mammography Program, is seeking a commercial that will encourage women around West Virginia to utilize the program’s free and convenient mammography screenings. The piece will be 30-45 seconds long and will be distributed on all local television channels around the state, as well as on the Center’s YouTube channel and Bonnie’s Bus website.

ImageBrand: The MBRCC is West Virginia’ state-of-the-art facility that provides the best possible tailored treatment plans to patients. Although the Cancer Center witnesses many miracles, not all patients beat cancer. This negative inspires the Center to raise awareness about and provide services for preventative care.

Bonnie’s Bus provides services to women who have private insurance, Medicaid and Medicare as well as uninsured women who participate in the West Virginia Breast and Cervical Cancer Screening Program. Grants and donations cover the cost for women without insurance coverage, so no woman over age 40 is turned away. Bonnie’s Bus provides convenient services in a comfortable, mobile environment that are otherwise unattainable so women receive quality preventative care and breast cancer can be detected early.

Audience: Bonnie’s Bus targets women ages 40 and over that live in West Virginia. Women in this age group are encouraged to receive mammograms every 1-2 years. Most women at this age have families and are focused on raising a family, which often results in less attention given to their own health. When faced with the task of an annual mammogram, these women mainly desire quality, comfort, and most importantly, convenience.

Content Points:

  1. The MBRCC’s Bonnie’s Bus provides convenient and state-of-the-art services to women throughout West Virginia.
  2. The MBRCC is committed to improving health in West Virginia, namely for women.
  3. Bonnie’s Bus travels statewide and offers mammography screenings to all women over 40 in West Virginia.
  4. Women should be aware that breast cancer is a common cancer and can be life-threatening. However, it can be treatable if detected early.
  5. Women should be regularly informed of the importance of receiving annual mammograms after age 40.
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At a Glance: Character Transformations in Patton, Platoon, and It’s a Wonderful Life

Stories are used to educate, entertain and influence an audience. Movies, in particular, are great examples of well-articulated stories that give the audience freedom to simply enjoy the entertainment at face value or reflect on the deeper meanings.

Stories typically follow central characters, and while doing so answer the following questions for the audience: What is at stake? What is the character’s personal journey? How is the character transformed? And what good reason does the character have not to act?

These questions do not request a plot summary, but rather an in-depth analysis of the central character’s role in the story, their journey from Point A to Point B and their ultimate transformation. The following three segments address these four questions for three of the top 50 films: Patton, Platoon, and It’s a Wonderful Life.

Movie #1: Patton (1970, Franklin J. Schaffner)Image

The 1970 film, Patton, is the biographical story of General George S. Patton Jr., following his personal and professional journey during World War II. General Patton is an extremely gifted egomaniac, and his belief in reincarnation drives his obsession with history. Patton believes he has lived in the Roman and Napoleonic times, among others. General Patton’s mantra: “Always take the offensive, never dig in.”

Patton’s strong military family history paired with his egomania seeks only one thing: glory. Nothing more, nothing less. In the film, glory is at stake. At first, glory is won, then lost, then won again, and ultimately, General Patton is stripped of his glory and acknowledges that he has little chance for redemption.

Throughout the film, it is apparent that General Patton is a skilled general, and General Eisenhower keeps him on board despite the headaches his frank, obscene, and tactless interviews cause his superiors. Patton balances his thirst for victory and glory with his religious commitment to God. But prayers seeking forgiveness do not save Patton from scrutiny and reprimand when he slaps a soldier that suffered from battle fatigue. His personal animosity toward Russia materializes during his welcome speech to the Club Doughnut Dugout when he does not reference Russia’s allied role; again, Patton was in trouble with his superiors. Patton believes he is destined to achieve something great, and the political drama surrounding his speeches and actions is deemed trivial from his perspective. Following an additional demotion, Patton admits he’s a prima donna and loves war more than his own life. After the war, the egomania continues when General Patton tells the media he refuses to de-Nazify his workers, and wants war with Russia.

Patton began as an egocentric, unforgiving bully, and transformed into an egocentric, forgiving, albeit crazy, old man. While Patton’s frustration with his superiors to let him focus on what he was good at (i.e., war), and avoid the political drama (i.e., talking to media and giving speeches) never faltered, he did learn to understand why he was reprimanded for his actions. Patton could have decided to continue to strive for glory and “take the offensive” until he died, and thus not acted upon the order to be relieved from his one, true supporter, General Eisenhower. Instead, Patton recognized his glory days had passed, and showed gratitude to Eisenhower and his colleague, General Bradley, for their support. In the last scene, Patton recites Roman lore about how generals were treated when coming home victorious from war: Amidst the fanfare, treasures, and prestige, a slave stood behind the Roman general, holding a gold crown, and whispering “All glory is fleeting.” Patton learned this through his experiences, and in the end, glory was lost.

Movie #2: Platoon (1986, Oliver Stone)Image

What does it mean to have humanity at stake? What does a person do when they can no longer differentiate between right and wrong?

Meet Chris Taylor. Chris is a naïve, young man that wants to become something, be something, learn something. Having left college because he wasn’t learning anything, Chris believed that giving back to his country by volunteering to fight in Vietnam would fill an inexplicable void. His physical journey in Vietnam represents his own internal moral conflict to differentiate between right and wrong.

Through narrated letters to his grandma, Chris begins his story wondering why he is in Vietnam. Wanting to be something, Chris soon becomes anonymous, working with a group of people that have and are nothing. His fear translates into anger when he yells at a disabled Vietnamese boy. Over time, Chris struggles to maintain strength and sanity, and his platoon is mentally divided between the two sergeants, Barnes and Elias. What is ethical in Vietnam? What are the rules, if there are any?

Barnes represents the unethical, demonstrated when he kills innocent Vietnamese citizens to acquire information through intimidation for the safety of his platoon. For Barnes, there are no rules in Vietnam. Elias, on the other hand, is the morally conscious character that fights for humanity and moral rightness, and confides in Chris that he is no longer sure he believes in the war. Elias eventually dies when Barnes fatally wounds him (yet another unethical act). Chris battles with himself when thinking about these two role models. To him, Elias’ death seemed wasted, and Barnes making his own rules didn’t feel right. When faced with an opportunity to kill Barnes, which would vindicate Elias’ death, Chris kills him with no hesitation. Chris has embraced Barnes’ unfeeling, unethical attitude.

Chris could have maintained his moral compass and chosen not to kill Barnes, yet the “devil side” of his internal moral conflict won out, at least in that moment. Chris completes his journey by reflecting on his obligation as a survivor to build again, teach others, and do his best to find humanity in life, with whatever is left of it. An innocent, reserved, rich white boy transformed into a blood-thirsty, unforgiving, risk-taker, who ultimately recognized his commitment to humanity following his involvement of inhuman acts of cruelty committed during wartime.

Movie #3: It’s a Wonderful Life (1946, Frank Capra)Image

This heartwarming film follows the life of George Bailey, a man with big dreams and aspirations who makes unselfish decisions when inconvenient, uncontrollable life events happen. His father’s death, the possible dissolution of his father’s Building & Loan office, and a bank fiasco set aside his dreams to travel to Europe, go to college, and go on his honeymoon, respectively. These decisions built up into feelings of frustration, resentment, discouragement, disappointment, and anger. George felt he was never able to live up to his dreams, had not become anyone of worth to his family, and everyone around him seemed to be content and happy with their lives in comparison.

After accidentally losing $8,000, George was ready to commit suicide, when an angel showed him a world without George Bailey. This journey showed George how he had positively impacted so many lives, and taught him that money was fleeting compared to the wealth that came from the love, support and commitment of one’s friends and family. George had lost sight of how wonderful and meaningful his life was, as well as how fortunate he was to have so many friends and family. George’s happiness was at stake, and the angel reminded him to appreciate what he’d been given in life by showing how important George’s role was in the world and how it impacted so many people.

George could have chosen to not listen to the angel and not open his eyes to what he was witnessing in a world without him. He could have continued to mope and ultimately commit suicide. But the journey reminded George to appreciate life for what it offers, not for what it takes away. George began as an inspirational, optimistic young man, who over time became frustrated and angry for the cards he’d been dealt in life. Fortunately, George transformed back into his loving, grateful, optimistic self with a greater appreciation for his life, his community, and his family.

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A New Beginning

In the IMC program, every nine weeks represents a new beginning. A set of textbooks has been read, discussed, and placed on a bookshelf; the final assignment has been turned in. Earlier this year, this “Tangled” blog was created, maintained and completed. Now, it’s time to start over again, but with a  different IMC focus.

To mark this auspicious event, I am officially christening this blog as reincarnated, with a newfangled focus on digital storytelling (courtesy of the IMC course 634: Digital Storytelling).


The blog’s name, Tangled, will remain as is, since stories can be just as tangled, complex, and interwoven as the web of social and emerging media. The key for marketers is weaving a story that is openly embraced by its viewers, complex or not. However, the subtitle, to better align with the purpose of the next nine weeks, will change from “organized chaos in emerging media” to “spinning stories in the marketing sphere.”

This blog will explore the elements of storytelling, its role in our daily lives, and how marketers can effectively use this valuable tool to connect with their customer audience. Enjoy!

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The Ethical Quandary of a Tweeting Pope

Even though I am not Catholic, the following post is in honor of the search for a new pope. Today, 115 cardinals entered the Sistine Chapel to start the conclave to elect a new pope.


To refresh everyone’s memory, the pope is the leader of the Church, the center of Christendom, and the overseer of all matters on religion and faith. In modern times, his responsibilities have shifted from a practical ruler of Catholic morality to more of a divine  sovereign – followers seek his spiritual guidance.

On December 7, 1965, His Holiness Pope Paul VI defined the common good as:

“The sum of those conditions of social life which allow social groups and their individual members relatively thorough and ready access to their own fulfillment, [which] today takes on an increasingly universal complexion and consequently involves rights and duties with respect to the whole human race. Every social group must take account of the needs and legitimate aspirations of other groups, and even of the general welfare of the entire human family.”Image

As stated by Michael Novak, the George Frederick Jewett Chair in Religion and Public Policy at the American Enterprise Institute, “the common good is not achieved until human persons are free to reach their personal callings, and the person is not complete until he or she turns in service to the common good.

So how does this all connect to social media?

Social networking sites connect groups of individuals with similar interests and values. Can personal fulfillment be achieved through these online activities? Pope Paul VI foreshadowed the complexity and prevalence of social media and recognized the call for certain “common good” rights and duties to continue to show respect. How can online communities demonstrate common good to their members and others? What moral rules apply to social media?

Moreover, the security and privacy concerns in social media go against the moral law to live one’s life by responsible action. Also, when interacting with fellow humans, relationships are formed through mutual trust. Is the same amount of trust and honesty achievable when people have avatars and screen names like “cutiepie22”?

Anything can be used to do both good and bad. Look at our society’s medical advances; medications cure diseases but also are the source for addictions. So let’s  focus on the good things that social media can accomplish (the addictive element of social media clearly qualifies as a bad thing). The younger generations can (and do) use social media as a tool to communicate with each other and their community to share stories about collaboration for the common good. Peace rallies, community clean-up efforts, food drives and other positive human experiences are nurtured in a way never previously imaginable through social media and open communication.Image

Conclusion: The new pope should embrace social media, and use it as a tool for common good. Besides, he’ll be able to reach his community more frequently. Look at the Dalai Lama – he tweets! He has over 6.5 million followers. The new pope better jump on the social media bandwagon!

One final comment…since it’s March Madness, I couldn’t resist posting the “Sweet Sistine: March Madness Vatican Edition.”


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Wake Up And Smell (Or Rather, Watch) The “League of Legends”!



I’d like to take a moment to give an enthusiastic shout-out to my spectacular Duke Blue Devils who dominated over our Carolina rivals last night, winning 69-53!

So with March Madness upon us and the baseball season leading off, I’d like to share an entirely new type of sport, with their overzealous fans, that may very well change the course of sports as we know it: eSports.


(Kids at Arcade) + 35 years + Internet = eSports

Think of the neighborhood children competing to be the best at a certain arcade game at the local soda shop, but on a hefty amount of steroids, growing at an exponential rate…and maybe put millions of dollars at stake too.

For those of you that are like me (i.e., also in the dark about this cyber world of professional leagues, games, tournaments, and fans worldwide), let me take a moment to introduce you to one in particular, the League of Legends.

As of July 2012, League of Legends (also called LoL – not to be confused with “laugh out loud”) claimed 32 million registered users, with an average of 12 million users playing worldwide each day. About 1 billion hours of playing is logged each month, awarding League of Legends with the claim to fame as the “world’s most played video game.”

I won’t get into the details of how the game is actually played, because to be honest, that doesn’t interest me. What I find most fascinating is that fans log in from around the world to watch highly competitive tournaments. Similar to a company or brand sponsoring a NASCAR racer, companies sponsor a LoL Team to compete – with the winning team walking away with $1 million! All of the combined prizes add up to nearly $5 million.

ImageTen years from now, a majority of the population will no longer be going to stadiums to watch a football game, basketball game, or even a boxing match. They’ll be sitting in an arena watching people sit at computers and fight ‘til the death – online at least. This bodes well for the host, since they will no longer have to depend on in-house attendance or even television distribution for fans to watch. Fans will be able to (and actually are able to now) watch in real-time via the Internet. The League of Legends Season 2 World Finals match boasts the most watched e-sport event of all time with 8.2 million unique viewers through Internet streaming and Korean and Chinese television.

This use of the Internet, streaming video, and video games will change our gaming industry – not only its net worth, but its pervasiveness in our society. Get pumped. Which League of Legends “clan” will you root for?

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