Each teaser film contains its own unique ideas, characters, and humor – but they do share a similar structure because they’re based on the same concept.
In the simplest terms, our story structure (1) starts grounded in authentic football, then (2) uses a clever visual transition to reveal a Turkish Airlines amenity fitting perfectly into this football setting, which then (3) creates our “best-of-both-worlds” payoff moment.
The opening moment of authentic football is very brief. In fact, it only lasts as long as it takes to establish the illusion that the viewer might be watching coverage of a professional football match – probably around 2 seconds for our shortest versions.
Likewise, the my transition ideas are designed to be quick and effortless – as simple as panning a camera, zooming out to reveal more of the scene, or even simply creating a clever editorial cut. But the transitions should strive to be unique and memorable, so that they communicate that there is something very special about these amenities. (I go into more depth on transition ideas when I talk about the specific scripts in the “OUR FILMS” section below.)
The reason that the opening and transition moments must happen very quickly is that we want to leave time for our payoff – the unique re-mix of the best football and premium airline travel that shares a funny moment of player enjoying a luxury or a playful mix of airline amenities and professional football.
The ending of every teaser film should almost be like a print ad composition for us – something that, in one single shot, combines the best of both worlds into a compelling and creative hybrid.