Alpha Youth Series Launch Pitch
This campaign encouraged youth to "step over the chicken line" by overcoming uncertainty, expressing themselves through dance, and make bold decisions around life, faith, and purpose.
By taking the step to defy any hesitation and fully engage with the Alpha Youth Series, they become part of a new, vibrant community and experience a fresh sense of empowerment and freedom.
We see three friends dancing down the street in a stop-start dance motion or boomerang effect, others start to join in until there is a large crowd. The music builds and there is a beat drop, which ushers in an incredible dance party where everyone is moving freely. We see this symbolizing youth "breaking free” from hesitations, joining an ever-growing group as they journey together as a community, towards newfound freedom and empowerment by expressing what's on their mind and through doing the Alpha Youth series.
Repeat-style dance
Dancers will repeat a dance sequence, symbolising an element of hesitation, before they make a bold move to join the other dancers.
Hip-Hop freestyle
Once the dancers have joined the crowd, they will move freely down the street in a choreographed street dance style followed by a freestyle dance party at the end.
Our hero sits on a couch. We only see her feet and a phone in her hand. Her phone pings with a GIF text. It simply reads “?”. She starts moving her feet, dancing towards the door, but she moves in a jerky backwards-and-forwards motion at first, as if being pulled back. She presses on, exiting the door. SFX: Footsteps kick off an instrumental hip-hop beat, syncing with the to-and-fro motion.
As she leaves home, another young person joins the dance – hesitating at first, in the same stop-start motion. The camera still only shows their feet. SFX: backtrack music with footsteps being main beat.
The camera pans up to reveal a third person joining them. With the same initial uncertainty, he is soon dancing in sync with the others as they freestyle down the street. SFX: Beat continues in loop
The camera pans to the window of a barber shop, focusing on a boy halfway through a fresh cut. He gets off his chair, not too worried about how he looks, to join the movement, overcoming the pull-back he experiences to merge with the group. SFX: Beat continues in loop
The dancers continue past a group of friends, mindlessly scrolling through their phones on a flight of stairs. One girl looks up and is drawn like a magnet to join the dancers as they make their way down the street. SFX: Beat continues in loop
On the sidewalk, skaters move in the opposite direction. One of them is sucked into the same "boomerang effect" as he jumps off his board to join the growing crowd, fighting off any resistance. The tempo starts to build, as the dance loosens up more and more. SFX: Beat starts to build
Having grown exponentially, the crowd dances together down the street, more fluidly now, and there is a sense that something big is about to happen. There’s a flicker… SFX: The tempo of the music continues building.
The beat drops and the dancers are transported into what seems to be the Alpha Youth rec room. They start to freestyle, each unique in their choreography. The walls of the room have a graffiti-style element and you see the red couch. The camera shifts to ant view, with more youth and even the AYS presenters having joined the party. SFX: Beat drops VO/TITLE: FREE YOUR MIND
The camera tilts under the dancers and the hero bends down to spray-paint the Alpha question mark on what appears to be the lens of the camera. SFX: Sound of spray-paint (Music still playing)
In a drop-the-mic style moment, the hero stands up and the music cuts. The camera then follows the soles of her sneakers off screen – this time with no stop-start motion representing a newfound freedom. SFX: Sound cuts and you hear footsteps VO/TITLE: IT’S YOUR MOVE
The camera is fixed on the roof, bits of confetti still falling, and the Alpha Youth logo appears on screen followed by the call to action. SFX: Footsteps fade off VO/TITLE: ALPHA YOUTH SERIES URL
AR PRINT
Scan the QR code on a campaign postcard or billboard and the dancers come to life, using snippets from the commercial.