WRITING SAMPLE

Dallas Symphony Association

Sales & Marketing Video Script

GLOSSARY

B-ROLL Film or video shot at a separate location which can be used to illustrate or emphasize a point.
CG Character Generator, a device which makes words appear on the screen.
CUT A transition in which one image is instantly replaced by another.
DIZ Dissolve, a transition in which one image is gradually replaced by another.
DVE Digital Video Effect, a manipulation of the video. Some of the more common DVE's are the "boxed shot," where one image is squeezed down into a box over a person's shoulder. You see this effect frequently on TV news broadcasts. Other examples of DVE's are "page turns," "flips," "tumbles," and "spins."
KEY An effect in which one element, a logo or CG information, is superimposed over another.
MONTAGE A series of shots which dissolve or cut in and out of one another, often used to compress time.
MS Medium Shot.
PAN A side to side camera movement.
POV Point of view.
SOT Sound on Tape.
TS Tight Shot.
VO Voice over. A portion of the video where the presenter is heard but not seen.
VOC Voice on Camera. The presenter is speaking on camera.
WS Wide Shot.
Z Zoom. An effect achieved by a zoom lens. You may Z-in on a subject to fill the screen with it, or Z-out on a subject to reveal more of what surrounds it.

VIDEO	AUDIO
OPENING MONTAGE Sheet music background with half dissolves of closeups of instruments, shots of children tight shot of circuit board dissolves in	MUSIC UP AND UNDER NARRATOR (VO) THE DALLAS SYMPHONY ASSOCIATION... WE'RE FOCUSING OUR VISION ON THE FUTURE... WE'RE BRINGING THE MAGIC OF SYMPHONIC MUSIC TO A NEW GENERATION, USING NEW TECHNIQUES AND NEW TECHNOLOGIES.... WE'RE ESTABLISHING A NEW DIRECTION THAT WILL LEAD US INTO A NEW MILLENNIUM AND BEYOND.
WS of Litton conducting in concert.	WHEN OUR VISION IS REALIZED, THE DALLAS SYMPHONY OF THE TWENTY FIRST CENTURY WILL BE RECOGNIZED AROUND THE WORLD, NOT ONLY FOR ARTISTIC EXCELLENCE, BUT AS A LEADER IN MUSIC EDUCATION AND THE USE OF EMERGING TECHNOLOGIES.
MS of Dr. Bonelli CG Eugene Bonelli/President, Dallas Symphony Association	DR. BONELLI (VOC) "MY DREAM FOR THE DALLAS SYMPHONY IS TO SEE THE ORCHESTRA BECOME INCREASINGLY BETTER ARTISTICALLY AND INCREASINGLY RECOGNIZED LOCALLY AND THROUGHOUT THE WORLD AS ONE OF THE GREAT ORCHESTRAS. WE HAVE THE POTENTIAL TO ACHIEVE THAT.
	WE HAVE ONE OF THE GREAT HALLS IN THE WORLD IN WHICH TO MAKE MUSIC. WE HAVE A NEW STRATEGIC PLAN WHICH FOCUSES OUR ATTENTION ON HOW WE WANT TO GET TO OUR ARTISTIC OBJECTIVES AND HOW WE CAN BROADEN THE OWNERSHIP OF THIS ORCHESTRA IN OUR CITY.
	WE ALSO HAVE SOME KEY STRATEGIES FOR ACCOMPLISHING OUR OBJECTIVES, NAMELY FOCUSING THIS ORCHESTRA ON EDUCATION AND ON THE USE OF TECHNOLOGY AS WAYS TO ACCOMPLISH OUR STRATEGIC VISION. WITH ALL OF THESE ASSETS I THINK WE HAVE A VERY EXCITING FUTURE FOR THE DALLAS SYMPHONY."
MONTAGE WS of the Meyerson	NARRATOR (VO) IN AN ERA WHEN MANY SYMPHONY ORCHESTRAS ARE OPERATING WITH DEFICITS, WHEN GOVERNMENT AND CORPORATE FUNDS CONTINUE TO DWINDLE, COMPLETING THE GOALS THE DALLAS SYMPHONY ASSOCIATION HAS MAPPED OUT WILL PRESENT MANY CHALLENGES. FORTUNATELY WE HAVE STRENGTHS TO BUILD UPON. THE MORTON H. MEYERSON SYMPHONY CENTER ITSELF IS ONE OF THOSE STRENGTHS.
MS of Dolores Barzune CG Dolores Barzune/Chairman Endowment Campaign	DOLORES BARZUNE (VOC 24 SEC) "WE'VE DONE AN INCREDIBLE THING-- WE'VE BROUGHT IN A HALL WITH WONDERFUL ACOUSTICS. THIS ISN'T DONE EVERY DAY. FRANKLY, THIS HASN'T BEEN DONE IN THE UNITED STATES IN MANY, MANY YEARS. SO THIS IS AN INCREDIBLE THING AND I GUESS FROM HERE WE START. NOW WE HAVE A PRODUCT THAT WE WANT TO PUT ON THAT STAGE THAT HAS GOT TO BE EQUAL TO THIS HALL. WE HAVE A VERY GOOD PRODUCT RIGHT NOW.. ...WE HAVE A WONDERFUL ORCHESTRA, BUT IT CAN ALWAYS BE BETTER."
MS Dr. Bonelli	DOCTOR BONELLI (VOC) "...WE HAVE TRULY ACHIEVED A HALL WHICH IS NOW ON EVERYONE'S LIST OF THE TEN BEST HALLS IN THE WORLD. IT'S A PLACE OF GREAT AESTHETIC BEAUTY AND IT'S ALSO A ROOM WHERE THE SOUND OF MUSIC IS THRILLING, WITH DEEP BASS RESONANCE, WITH THE ACOUSTICAL SEPARATION OF INSTRUMENTS WITH ALL OF THE QUALITIES THAT MAKE AN OUTSTANDING MUSICAL PERFORMANCE COME TO LIFE FOR AN AUDIENCE..."
MONTAGE Sheet music, newscasts announcing Litton's appointment, newspaper headline	NARRATOR (VO) ANOTHER ASSET IS THE APPOINTMENT OF ANDREW LITTON AS OUR NEW MUSIC DIRECTOR. MAESTRO LITTON WAS CHOSEN TO REPLACE CONDUCTOR EMERITUS EDUARDO MATA, AND PLANS TO TAKE THE DALLAS SYMPHONY TO NEW LEVELS OF ARTISTIC ACHIEVEMENT.
MS Dr. Bonelli	DR. BONELLI (VOC) "ANDREW LITTON IS ONE OF THE MOST EXCITING YOUNG CONDUCTORS IN THE WORLD TODAY. HE'S AMERICAN. HE'S COMING TO LIVE IN DALLAS. HE'S GOING TO FOCUS THIS ORCHESTRA ON HIS GOALS AND HIS DESIRES FOR ARTISTIC QUALITY IN THE FUTURE."
MS Dolores Barzune	DOLORES BARZUNE (VOC) "I WAS ASKED TO SPEAK IN NEW YORK ON WHY WE DECIDED TO GO AFTER AN AMERICAN CONDUCTOR. THE TREND IS TO GO AFTER A EUROPEAN CONDUCTOR, BUT WE WANTED THIS YOUNG MAN WHO SHOWS SUCH ENORMOUS PROMISE. PROBABLY WE HAVEN'T HAD A CONDUCTOR SINCE LEONARD BERNSTEIN WHO SHOWS THE SORT OF PROMISE THAT ANDREW DOES..."
PAN of Symphony Hall and organ	NARRATOR (V0) IN ADDITION TO THE AESTHETIC AND ACOUSTIC EXCELLENCE OF THE MEYERSON SYMPHONY CENTER AND THE VAST TALENTS OF ANDREW LITTON AND 92 GIFTED FULL TIME MUSICIANS, THE DALLAS SYMPHONY HAS GOOD RELATIONSHIPS WITHIN THE COMMUNITY.
	OUR STANDING WITH CITY GOVERNMENT, OTHER ARTS ORGANIZATIONS, THE MINORITY COMMUNITY, AND ARTS EDUCATORS ADDS TO OUR REPUTATION AND STABILITY.
Endowment wall	WE ALSO HAVE STRONG RELATIONSHIPS WITH OUR PATRONS, VOLUNTEERS, AND STAFF.
	BUT TO BUILD ON THIS STRONG FOUNDATION REQUIRES A STRATEGIC VISION
MS of Andrew Litton CG Andrew Litton/ Music Director, Dallas Symphony	ANDREW LITTON (VOC) I WOULD LIKE TO SAY HOW THRILLED I AM TO BE JOINING AN ORGANIZATION THAT HAS THIS STRATEGIC VISION-- THIS WONDERFUL ROADMAP FOR OUR FUTURE. IT HAS ACTUALLY MADE MY JOB EVER SO MUCH EASIER BECAUSE IT IS EXACTLY WHAT I WOULD HAVE LOBBIED FOR IN THE FIRST PLACE COMING ON BOARD AND THIS WAY WE ACTUALLY HAVE IT OFFICIALLY STATED FROM AN OUTSIDE SOURCE WHICH IS FANTASTIC.
	IT'S EXACTLY THE THINGS I BELIEVE IN AND VERY MUCH THE KEY TO OUR FUTURE SURVIVAL AND SUCCESS. I THINK IT'S STATED VERY CLEARLY IN THIS PLAN AND SO IT HAS MY WHOLEHEARTED ENDORSEMENT AND I JOYFULLY EMBRACE EVERYTHING IT EMBODIES.
Beauty Shots of the Meyerson CG Musical Excellence Financial Stability	NARRATOR (V0) TO ACHIEVE OUR NEW VISION, REQUIRES A NEW STRATEGIC FOCUS. THE TWIN FOUNDATION OF OUR STRATEGY CAN BE EXPRESSED SIMPLY-- MUSICAL EXCELLENCE AND FINANCIAL STABILITY. BOTH OF THESE CORNERSTONES MUST REMAIN FIRMLY IN PLACE.
CG Artistic Quality Breadth of Ownership	ON THIS FOUNDATION WE CAN ACHIEVE HIGHER LEVELS OF ARTISTIC QUALITY AND BREADTH OF OWNERSHIP-- THE FEELING ON THE PART OF THE ENTIRE COMMUNITY THAT THEY ARE WELCOME AT THE MEYERSON AND CAN BE PROUD OF THEIR SYMPHONY'S SUCCESS.
Audience shots	ARTISTIC QUALITY IS MEASURED AS A BROAD CONSENSUS THAT WE ARE CONTINUALLY IMPROVING AND EMERGING AS ONE OF THE COUNTRY'S TOP ORCHESTRAS. THE RELATIVE RANKING IS NOT AS IMPORTANT AS THE PERCEPTION OF CONTINUOUS IMPROVEMENT.
Performance footage	WE FEEL THAT THESE OBJECTIVES ARE MUTUALLY REINFORCING AND CREATE SYNERGY. INCREASINGLY EXPANDING COMMUNITY INTEREST WILL CREATE INCREASINGLY EXPANDING FUNDING OPPORTUNITIES.
Classroom footage	MANY ARTS ORGANIZATIONS RECOGNIZE THAT THE LACK OF FUNDING FOR ARTS AND MUSIC EDUCATION IN PUBLIC SCHOOLS MAY EVENTUALLY CONTRIBUTE TO A FUTURE DECLINE IN PATRONS AND AUDIENCE. TO COMBAT THIS TREND, THE DALLAS SYMPHONY SEEKS TO HELP EDUCATORS REACH THE ADULTS OF TOMORROW THROUGH YOUNG PEOPLE'S CONCERTS.
MS John Hammerle with students CG: John Hammerle/Teacher Marcus Elementary School	JOHN HAMMERLE (VOC) I THINK THAT MUSIC EDUCATION IS EXTREMELY IMPORTANT FOR STUDENTS EVERYWHERE. BECAUSE OF THE OPPORTUNITY IT GIVES THEM FOR THE OPPORTUNITY TO SEE WHAT THEY COULD BECOME IF THEY DESIRE. A CHANCE TO HEAR GOOD QUALITY MUSIC BY PROFESSIONAL ORGANIZATIONS. AND LATELY MUSIC HAS BEEN AN UNDERLYING STUDY TO DEVELOP SPATIAL ACTIVITIES WHICH ARE FUNDAMENTAL WITH ENGINEERING, ARCHITECTURE AND THE DEVELOPMENT OF MATHEMATICS.
MS Andrew Litton	ANDREW LITTON (VOC) WE NEED TO INSURE THAT CLASSICAL MUSIC CONTINUES, AND THE WAY WERE GOING TO DO THAT IS THROUGH EDUCATION. WE'RE GOING TO TRY AND REACH AS MANY NEW LISTENERS AS POSSIBLE AND ALSO REACH THE VERY YOUNG...
MS Valarie Brown CG: Valarie Brown/ Student Mark Twain Elementary	VALARIE BROWN (VOC) THE THING I LIKE BEST ABOUT COMING TO THE SYMPHONY IS HEARING THE PIPE ORGAN PLAYING. AND HOW THEY PUT ON AN ACT WHEN THEY'RE PLAYING THEIR MUSIC AND THE FAMILIAR THINGS THAT I KNOW. AND THEN EVERY TIME I COME TO THE SYMPHONY I LEARN NEW INSTRUMENTS.
MS Tyrone Logan CG: Tyrone Logan/ Student Mark Twain Elementary	TYRONE LOGAN (VOC) WHAT I SAW AND HEARD TODAY WAS EXCITING TO ME BECAUSE THE PIPE ORGAN THAT WAS PLAYED-- IT WAS THE FIRST TIME I EVER HEARD IT PLAYED IN PERSON. AND SOME OF THE INSTRUMENTS THEY USED TODAY I'D NEVER HEARD BEFORE. THEY PLAYED DIFFERENT KINDS OF MUSIC THAT REALLY SPOKE TO ME. I LIKED IT EVEN MORE
MONTAGE Instruments over circuit board	NARRATOR (VO) WE WANT TO BE A LEADER IN THE USE OF NEW TECHNOLOGIES, BRINGING THE CLASSICAL MUSIC EXPERIENCE AND INNOVATIVE EDUCATIONAL OFFERINGS TO THE WIDEST POSSIBLE AUDIENCE. OUR APPROACH WILL RELY ON USING TELEVISION AND MEETING THE CHALLENGE OF EMERGING INTERACTIVE TECHNOLOGIES.
MS Andrew Litton	ANDREW LITTON (VOC) THE WAY WE ARE REALLY GOING TO APPROACH THE YOUTH OF TODAY IS THROUGH THE MEANS THAT THEY MOST EASILY UNDERSTAND-- THE MEANS THROUGH WHICH I'M TALKING TO YOU AT THIS VERY MOMENT, THROUGH THE MEDIA. THE MEDIA IS USED TO SUCH GREAT EFFECT IN ALL OTHER FORMS OF COMMUNICATION NOW AND WE REALLY NEED TO MAKE SURE THAT MUSIC--- CLASSICAL MUSIC, SERIOUS MUSIC, CAN ALSO CONVEY ON THIS MEDIUM.
MS Terry Zavala CG: Terry Zavala/ Teacher Mark Twain Elementary	TERRY ZAVALA (VOC) I BELIEVE THE EXPOSURE OF THE DSO THROUGH TV AND THROUGH THE MEDIA HAS BEEN WONDERFUL. OUR STUDENTS HAVE COME TO ME AND SAID "I SAW THE SYMPHONY ON TELEVISION." I'VE SEEN THIS HAPPEN. THEY'VE BEEN HERE BEFORE TO THE MEYERSON WHICH IS A WONDERFUL FACILITY. AND SO THEY RECOGNIZE AND HAVE SEEN THESE THINGS IN THE MEDIA.
Rehearsal Footage	NARRATOR (VO) THE DALLAS SYMPHONY STANDS FIRM IN THE BELIEF THAT SYMPHONIC MUSIC IS AN ART-FORM THAT TRANSCENDS ALL CULTURAL BOUNDARIES AND INTERNATIONAL BORDERS. IT IS A MUSICAL EXPERIENCE TO BE CELEBRATED BY ALL MEMBERS OF THE COMMUNITY.
MS Andrew Litton	ANDREW LITTON (VOC) WE'RE GOING TO TRY AND MAKE SURE THAT WE MAKE THE MUSIC ACCESSIBLE TO AS MANY PEOPLE AS POSSIBLE. I THINK IN THE PAST IT'S OFTEN BEEN FELT THAT THIS IS AN ELITIST ART FORM BUT IT TRULY IS NOT. IT'S ACTUALLY A VERY ACCESSIBLE ART FROM. IT JUST HAS TO BE PRESENTED PROPERLY.
MS Dr. Bonelli	DR. BONELLI (VOC) WE REALLY WANT TO STRESS EDUCATION NOT ONLY OF YOUNG PEOPLE BUT FOR ADULTS. WE WANT TO ENHANCE THE CONCERT GOING EXPERIENCE FOR ALL OUR AUDIENCES. WE WANT TO PUT CLASSICAL MUSIC INTO THE LIVES OF PEOPLE SO THEY UNDERSTAND THE THRILL, THE EXCITEMENT, THE CULTIVATION OF THE IMAGINATION, THE DEEP EMOTIONAL REWARDS THAT CAN COME FROM CLASSICAL MUSIC, AND TO DO THAT WE'VE GOT TO GET INTO THE BUSINESS OF EDUCATION IN A BIG WAY. THAT'S OUR CHALLENGE, BUT THAT'S ALSO OUR COMMITMENT.
MONTAGE Endowment wall, sheet music, beauty shots of Meyerson	NARRATOR (VO) THE DALLAS SYMPHONY IS IN GOOD FINANCIAL HEALTH. WE HAVE NO LONG TERM DEBT AND OPERATE DEFICIT FREE, BUT OUR FINANCIAL FUTURE IS NOT YET SECURE. TO GROW AND STILL MAINTAIN OUR FISCAL INTEGRITY WILL REQUIRE GENEROSITY FROM OUR PATRONS AND HARD WORK FROM OUR STAFF AND VOLUNTEERS.
MS Dr. Bonelli	DR.BONELLI (VOC) THE BUDGET FOR THE DSO HAS BEEN A BALANCED BUDGET OVER THE LAST DECADE, BUT THE DEVELOPMENT OF NEW ARTISTIC OPPORTUNITIES IS DEPENDANT UPON NEW SOURCES OF INCOME. WE CANNOT INCREASE THE SIZE OF THE ORCHESTRA UNLESS WE HAVE NEW BUDGET RESOURCES.
	WE CAN'T INCREASE OUR OUTREACH INTO EDUCATION UNLESS WE DEVELOP NEW RESOURCES, WE CANNOT REALIZE THE POTENTIAL OF THE EXCITING USES OF TECHNOLOGY UNLESS WE HAVE BOTH THE EQUIPMENT AND THE SOFTWARE TO SUPPORT THESE NEW INITIATIVES. SO ALL OF THIS TAKES NEW RESOURCES AND WE'VE GOT TO DEVELOP THOSE RESOURCES IF WE'RE GOING TO REALIZE OUR DREAM.
MONTAGE shots of hall and instruments	NARRATOR (VO) WE STAND IN SIGHT OF A NEW CENTURY, KNOWING THE DIRECTION WE WISH TO GO. OUR JOURNEY MUST START TODAY. WE INVITE YOU TO EMBRACE OUR VISION, AND SUPPORT IT WITH YOUR TIME, YOUR CREATIVITY AND YOUR RESOURCES.
*C.G. CREDITS:* SPECIAL THANKS TO BOOZALLEN & HAMILTON INC. JCPENNEY COMPANY INC. ADDITONAL VIDEO PROVIDED BY KXAS TELEVISION AND MAYAH PRODUCTIONS
FADE TO BLACK	MUSIC UP AND OUT

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