A MOXIES PROPOSAL

From the Mind of Jeth Weinrich

(with imagery by Christopher Wilson)

A proposal
to harvest content for a multitude of
Moxies visual situations including but not
limited to the production of two flms based
on the Animatic that leads of the Moxies content site.

Consider it a Haiku of Visual Delight
Tat also gathers a wealth of content to start not just this adventure but also
build your library of original content you will need
in the coming months


























this maybe the only time I say this but sometimes
its good to put the cart before the horse





















So








This is the story of all things that influence the concept of
We Are Moxies.
Sometimes you just have to start with the first step.
But you also have to start that first step with the same enthusiasm and conviction as the
stampede of whatever it is thats pressing you to perform is coming at you.

The competition isnt resting.
They hate you. And there are many beating their drums of war, not just the Keg. You are
brave though and have conviction, youre even coming to Dallas Texas. How exciting is that?

Heres what I think we know for sure.

We know for sure you want to branch out into the world of proprietary content and
web based media distribution, through social media, your own websites, etc.. But how do you
convince the people who make up your brand not just to move forward but how to understand
what the hell that even means? Try being Edison describing a light bulb way back when.
Try being Steve Jobs and Steven Wosniak and Ronald Wayne trying to explain, in 1976,
what an iPad is or what an iPhone will be. They were in a garage for Petes sakes,
(Pete was a little known computer tech back then who lent them his garage) trying to describe
lightning to blind people.

(Id love to do a short video like you've done, with a powerful message aimed at our servers - for
this I think the images and music need to reect a little more youthful edge but still maintain all
the heart that is part of the current one. I think the current one, is fantastic and it speaks
powerfully to our owners, managers, supervisors, chefs - but we also need something that is
aimed at our servers/bartenders. It's not a wholesale difference but there is a more youthful
slant. More tattooed younger people, images with a little more bright color, fun and still
empowering. )

(Im already on this) ;)







There are so many ways to begin the process of creating the Moxies personality
and the sense of its visual community, and Ive given a few thoughts and examples
from my Via Rail Concept, to my Live at Moxies musically driven content stream. No
matter what the ideas though, the one common thread is this: how to integrate in more
deep and emotionally rich terms, Moxies into the broad populations emotional psyche.

I think we can triple your email stream just by clever cross promotions with prominent
Canadian brands and celebrities and musical artists driven by musical content.
Sponsorship goes a long way to cross motivate a steady stream of clients to your
brand.

Everyone in Canada in centers where there is one, knows what a Moxies is. We are a
visual community we as humans are. Our eyes go to things that move. We relate our
experiences through how our eyes lead us to all we are and all we think we need. So a
visual feast of things that you can control is powerful stuff.

With over 60 Moxies venues to reach out to the however many people it takes to bring
that over 200 million dollars in revenue to Moxies restaurants, there is unlimited
potential to imprint the Moxies brand, not just in literal terms but in every term as
well, the Moxies personality, character, emotional content, passion, belief in good
things, not just through the web (which is a vast and compelling landscape), certainly
not just television which is still important but cumbersome financially, but also in
the stores themselves, through visually enchanting content delivery systems (dedicated
screens big and small)

You guys are your own theater chain, broadcast company, and web content delivery
stream, and the more you deliver to your audience visually arresting content the more
they cant help but consume your brand with their eyes, the more they will embrace
becoming a part of your incredible experience.

http://theworldofmoxies.weebly.com/inspiration-one.html

Our Mission: Create a powerful force of content and ways to
delivery that content that leaves the competition wondering
what the hell just happened and brings new and motivated
buyers to your stores to experience the culture of MOXIES


How to start it all off:

My pitch is this, take a reasonable risk having me go out and collect content towards our goals and start the
momentum towards this incredible adventure. I would love to recruit Christopher Wilson (see pages below) to help us
not just in harvesting the imagery we need but also invite him to bring his strengths as a creative force and a
strategist as well. I think his approach to shooting food could truly elevate the Moxies brand
to a whole new level.

(Lets not just ask Christopher about being part of the process of curating content but also
how he might be able to work with us to develop a powerhouse creative direction. His big
thinking ad agency insights and ideas. I also think we need to discuss the messaging,
along specics of how we speak to an 18 - 25 year old, vs a business man, vs women
who are 30 - 49.)

This journey to create two strong inspirational internal lms, harvest content for the farm to table concepts, including farmers markets,
farms, both dairy and vegetable operations, vineyards, etc., all the way to more content harvesting at Moxies restaurants themselves,
and other ideas related, would take, including editing and post production ve weeks from this Monday onward. It would also include shooting
original content to cover promotion and intentions for Thanks Giving next year, Halloween this year and next year, and a very risk free but
dynamic Christmas push.

This adventure would be lmed in both Canada and the U.S. with our main objective in Canada to to harvest new food and kitchen content as well as
the Christmas script and strategize the ways to push this all into the future.. We would be collecting specic imagery for the inspirational content lms
and webimercials.

This imagery would not be exclusive to motion imagery because our objectives include the still imagery you need as well. The real objective is to
keep a common creative thread though out all of Moxies image content, digital and print.

The emotional lms are based on the animatics both for your internal inspirational needs to your managers and
corporate people, another one for your younger culture at Moxies, the servers and bartenders (as per your description), but not limited
to either and lets think of how to create them to be powerful lms and commercials to your broader audience as well.

As well as the stills and motion imagery in and around farmers markets and related subject matter
focusing on every kind of vegetable and dairy things and anything else we think as relevant,
I will also go and harvest portraiture of people both that relate to the journey of food from wherever it starts to your table,
as well as portraits of people who represent your market draw.

Those portraits will cross address everyone from business people to young up and comers to
women who are 30 - 49. Nothing is as powerful as reecting the world back to itself in ways that
offer it hope and joy. Instead of casting from talent pools I will focus on real people I come across. This is what
makes the animatics powerful, the fabric of real people in the mix.

I will also collect content for a few wonderful long sell documentary style features to show what that means.
(kind of like I showed in my world of Moxies presentation with this stuff. https://vimeo.com/hiut). I think that a portrait
of a kid who grew up on a organic dairy farm, to a woman who has her own vineyard would be pretty cool but Im
open to any ideas you might have as well.

This is not big crew stuff. Much of it will just me going out alone, and harvesting hours of incredible content that can start this thing off. I will shoot
most of the warm weather stuff in Texas although because I have to go to NY for a three day shoot I can also dedicate another three days for you
there. Then I y up to Calgary at the end of the month with what I have with the full intention that we hang out and edit and create and then see, while I
am in Canada, what can we do then to bolster the effort.





http://theworldofmoxies.weebly.com/inspiration-two.html

This is all designed to be cost effective production. Its designed to address specic needs, harvest more
adventurous content, and bring a whole new sophisticated and focused look for the brand, and with
addressing all the age groups and types of people specically as well.

This effort, or safari of content gathering,
would also address needs for anything from cards, to posters, as well as the web
situation youre talking about and I could start that effective immediately with things together rst for this Halloween
and then onward to Christmas. I have included two scripts as well for your consideration. These scripts are designed
towards the women who are 30 to 49, family driven people, as well as touch upon the Christmas spirit that
everyone can relate too. (I can shoot each for a 19 - 30 year old audience as well with double casting). Shooting
this in Texas keeps talent costs down to super manageable.

http://www.christopherwilsonphotography.com/#/home























One More Thing, and Really Important One More Thing to Consider






I love your words and your animatic. I only know from you that Moxies is a restaurant
chain in Canada. Do we have to shoot in one, as I love what you did - shooting
everything outside, and celebrating the community of life and how Moxie's is a part of
that fabric.
-Christopher Wilson-

Christopher Wilson is one of the great minds in the history of American advertising. He was the creative energy
behind all the great jobs I ever did including Subway for the Athens Olympics. His work for Audi was awe inspiring.
His photography is mind blowing. He was also once a dancer in the New York City Ballet. And he has a great
and generous spirit that makes anything he is involved with rise upwards beyond us mere mortals.

Many of the stunning images in the animatic are his. I have invited him to come be a part of our
Moxies family, and I believe he may even do it for a price you can afford. I would love to have a conversation
with all of us in the next few days just to help you get why I consider Christopher one of the great creative
humans I have ever worked with.

Christopher brings the kind of inuence
Moxies should be leaning towards to elevate not just our image but the very essence of how to enchant and
motivate buyers to spend with us.







I would like to bring Christopher Wilson with me to shoot for a few days on the Animatic and the
farmers markets, as well as the pumpkin patch story. Then I would love for you to bring him to Canada for a week with me as a test project,
I think his approach to shooting food could be enchanting and stunning and well, beyond our imagination.

I certainly believe his insights as a creative force and strategist would be priceless to your brand.













Halloween Script: (shoot next week in Texas
for delivery by the 21st of October)

Production of:
A short series of three ve to ten second spots:
One fteen second spot:
One thirty second spot: One 90 second web lm.
(and stills for print ads, cards, or anything at all)

We open on a porch, typical Canadian feeling, nice home, not too over the top.

We see a pumpkin being carried super close up to the edge of the porch.
We see the looks of kids faces all excited in a slow motion, eyes move, mouths open.

We cut to the eyes of a cool mom. And her face She smiles and picks up a knife and begins carving.

Cut to: Beautiful shots of pumpkin being carved, pieces falling to the ground, then the top being cut open,
and a lovely couple of shots of the candle being dropped inside.

Reveal: We see the mom and the three kids holding their pumpkin proudly on the steps of their house
and we see what they carved.

Instead of a face they have carved a perfect Moxies logo into the pumpkin.

Happy Halloween from Moxies

(in the ninety we would put in some fun audio of the kids and the mom talking about
what they love about Halloween).

At the end of the spot would be a six number code. Whoever watches the spot
and brings that number in would then be eligible for something like a special desert.

(I also see a story that starts at the pumpkin patch. At the same time I would collect some great fall imagery
for next years thanks giving to have in the can, leaves falling in slow motion, kids throwing leaves, and other
ideas).














Christmas Script

Much like the Halloween script this would also be harvested content for a multi part
series of lms including stills for print.

A family is walking in the snow in a farm of evergreens. We see them looking carefully all with beautiful
intention to choose the most perfect tree.

The youngest of the kids spots one. We see beautiful details of eyes, and hands raising to point when they
have found one. We see the dad chop at the tree and then wonderful shots as they
drag the tree through the snow back to their car.

The dad puts it on the roof and they tie it down with red rope.

We see a few shots of the car driving back from out in the foothills near the mountains
and to the city. We see the car driving through the city and then nally
pulling up at a Moxies.

This is the manager and his family and they have chosen a tree for Moxies. We see the staff and the kids,
and the mom and dad in beautiful details putting decorations on the tree.

It ends with a beautiful portrait of everyone involved and the tree.

Same as the halloween lm the end could be used to promote a special or a give away.

If we do a cross promotion with Beverley Mahood and her Christmas video there could be a
multitude of fun applications to this. Perhaps we have Beverley Mahood involved in the lm
itself somehow. Moxies promotes on a christmas card not just this lm but an invite to
purchase Beverleys song and video on Itunes. In return you guys get her mailing list for
an emailing announcing your sponsorship to her video.

http://vimeopro.com/redworld/the-beverley-mahood-collection/video/108190065

http://moxiescontentsite.weebly.com/

Beverley Mahood is on both sites here.









For the Animatic (with possible locations to shoot)

Instead of Stills,

Opening shot of sky with clouds slowly beautifully moving (Texas)

Little girl from the second frame much the same but lmed in beautiful slow motion (Texas)

Girl running on the beach, with beach balls oating around her. (Texas)

Kids with tons of red balloons jumping in the air. (Texas)

A woman with tons of yellow balloons walking through the city, same shot then
with her out the roof of a car. (Texas)

portrait of family and kids with rakes and in a garden. (Texas)

Cute girl pulling on her jeans. Same cute girl styled like the vogue girl
spinning and laughing and showing boisterous irtatious attitude. (Calgary - New York - Texas)

Business people walking in a cool slow motion blurred style. (New York)

Super slow motion of cool young crowd throwing tomatoes at the camera. We put up
glass front and in super slow motion let the tomatoes splash against the screen. (Texas)

For the Servers and bartenders animatic

a group of cool young people getting their portraits done for graduation. (Calgary)

a tattoo shop and a cute young girl getting another tattoo. Shes surrounded by a few of her friends. (NY - Calgary)

Same girl from the other animatic puling on her jeans. Show her meeting her boyfriend and hugging him as they
spin around. (NY - Calgary)

a group of friends on a beach at sunset, re burning. later all holding up candles. Love the shot of the candle bags lifting to the
sky. shoot a shot of a young group of friends letting the hot air candle bags go up into the sky. (Texas)













Schedule of Events

October 11th to 16th (Texas)
shoot the pumpkin story in Texas - Shoot the beach imagery, the candle shots,
the balloon shots,
(Texas)

October 17th - 22nd (New York)
shoot city imagery for the animatic in NY
farmers markets - a farm story - fall colors - leaves - business people -
architecture - deliver Halloween content edited - deliver stills

October 23 - 31st (Texas)
shoot vineyards and vineyard story, more famers markets,
vegetables, rest of the motion imagery for the
animatics - location to be determined.

October 31st to November 10th (Calgary - Canada)
Edit and shoot Canadian content in
Calgary.

































The biggest chance you can take is not taking a chance at all