

CC MEDIA FRAMEWORK 3.0
-----------------------------------------------------------------

1. presentation piece (6 min)
	- intro (2.5 min)
	- 3 profiles (3 min)
	- outro (.5 min)
	
2. web piece (3.5 min)
	- intro (2.5 min)
	- signature animation (.5 min)
	- outro (.5 min)

3. public cc slate (3 sec)

4. five profiles for the website (5 min)


-----------------------------------------------------------------

Creative Commons provides a simple, legal way to share,
reuse, and remix cultural and educational works.



I. STRATEGY

	A. parent/child media
	B. 7 minute video piece made of components
	C. media assets archive for remixing
	D. usage/style guide

II. MATERIALS TO CREATE


	A. script (eric)
		1. design the first show
			a. the website piece 
			b. the presentation piece 

	B. video components
	
		1. interviews (eric)
			a. VIDEO davis guggenheim
			b. AUDIO brazilian/african students (franny?)
			c. IMAGES adam stacey and london subway pic
			d. ONLINE WORLDS second life
			e. TEXT/EDUCATION plos

		2. conceptual components 
			a. intro to creative commons?
				1. describe copyright
				2. describe commons
				3. describe licenses
			b. license details
			c. state of the commons (stats)
			d. how to
			e. inspirational wrap up
				1. green circle cycle
				2. tender wise poetic narrator

		3. motion components (animations, transitions, and bumpers)
			a. animations
			b. transitions/wipes
			c. bumpers/slates
			d. titles
	
		4. third-party contributions

	C. design components that could cascade to child media
	
		1. images
		2. sounds
		3. conceptual approach
		4. information design



III. SCHEDULE (april and may)

	A. brainstorming
		1. script
		2. interview criteria (questionnaire, style, etc)

	B. design & composition & storyboarding

	C. asset gathering
		1. interviews
		2. cc content

	D. editing
		
	E. archiving
		

ADDENDUM

	A. sample script
	B. sample interviews
	C. sample design
	D. sample mockups of reuse across cc media
	

-----------------------------------------------------------------

CC "SIGNATURE" ANIMATION (TRT:36)

1. the cc logo hangs in the distance just above the horizon;

2. it dissolves into a full saturated green dot;

3. an illustrator looks up at the sky and sees the dot;

4. he is inspired to draw a green dot on a piece of paper;

5. the paper ends up on the wall at a gallery party;

6. a dj's eyes turn green when she sees it;

7. she looks down and one of her records turns green to her utter delight;

8. out of the nearby speakers, dozens of notes in shades of greens and whites;

9. a note gets plucked out of the air by a filmmaker guy

10. he merges the note with a reel of film which turns green;

11. he loads it into a projector and presses start and the room goes dark;

12. a grayish grainy screen is filled with an action hero who says something in charlie brown speak and large green quotes appear around him;

13. an author in the audience reaches up and grabs the green quotes;

14. as the theater falls away the author places the quotes into a open book;

15. the book is held by an educator who reaches into the book and pulls the green dot off the page; 

16. he stretches the dot out in front of him and is standing in front of a classroom of young bright eyed children who are eager to learn;

17. notions of the green dot appear above their heads like lightbulbs in an array of colors;

18. the most foreground green idea dot rises up into the sky;

19. video loops...


-----------------------------------------------------------------





the NEW creative commmons story...
	
	ERIC
	- its about regular people
 	- its about community
 	- REGULAR PEOPLE and PROFESSIONALS
 	- a simple story that anyone can understand
 	- cc is founded on law and technology intersect
      and how they effect the culture being made
 	- get thru the density of copyright
 	- let people feel like they are part
 	  of the everyday story
	- people still don't understand
		problem about learning cc let alone USING it

	

 	RYAN
 	- no brainer to use
 	- inspirational
 	- GOOD thing
 	- the CC "feeling"
	- not passive 
	- rock cache but its really smart



	
winning






aesthetic ideas
	- layers of different video textures
	- tip of the iceberg
	- green
	- circles
	- lens to see how things are made
	- artists list their sources
	- right time and right place
	- permits deconstruction to media in a way that only the web affords
	- copyright is so last century
	- its a new creative shuffle that was prohibitive only a few years ago...
	



-----------------------------------------------------------------

To: ryan junell <ryan@texasmonkey.com>
From: Eric Steuer <eric@creativecommons.org>
Subject: Messaging requirements
Date: Mon, 10 Apr 2006 12:22:35 -0700

Some starting points ...

Flexible
1) The media piece should be comprised of components, so that we can easily swap in new stories when they are produced.
2) It should be remixable, meaning that all of the pieces are available to the public in such a way that people can take them and make their own versions (in other languages, with other stories, etc.)

Reusable
1) It should include strong graphics/images/visuals that can be used in other marketing/messaging materials (shirts, flyers, web site, corporate presentations, etc.)

Remixy!
1) It should look like a remix -- it should have a clean, consistent style at the top level, but should also nod to cut and paste design by including images, sounds, video from other CC-licensed projects

Clear
1) The messaging should communicate what CC is/does/etc. in very simple language.
2) It should communicate that CC is the "no brainer" option.

Focus on stories
1) It should tell compelling stories that involve real people and how they have found value in CC.
2) These stories should suggest how CC can be used generally and should suggest broader themes (viral content is good, CC helps digital distribution, etc.)
3) It should explain how the unprecedented power to share/collaborate with the world benefits the global community

Tone
1) Should be enthusiastic and show the EXCITING depth and breadth of content that is available to the world for sharing, reusing, and remixing


-----------------------------------------------------------------

kqed's spark:
- http://www.kqed.org/arts/archive.jsp?program=11712
- http://www.kqed.org/arts/people/profile.jsp?id=5800

apple's profiles, stories, and features
- http://www.apple.com/pro/archive/
- http://www.apple.com/education/profiles/
- http://www.apple.com/business/profiles/

food network's unwrapped
- http://www.foodnetwork.com/food/show_cw/episode/0,1976,FOOD_9955_42621,00.html
