A lot of people do not know this but this commercial was actually a class project for my producing class while attending Full Sail University. The commercial was actually inspired by a friend of mine who is actually a rapper/producer. I had mentioned to him that I had needed a 30sec track for a Rock Star energy drink commercial. Within 36 hours he had a track mix mastered and ready to go. I had to have listened to the song about 3 times before writing the treatment below. I actually wrote the treatment four days before actually shooting. With the backing of my team we were able to secure 40 crew members along with talent to pull off one of the Best Commercials the school has ever seen.
Original Concept by
Wes “Wuz Good” Armstrong
11-15-07
ROCKSTAR COMMERCIAL TREATMENT
“Hip Hop is Alive and Well” is the overall consciousness of this commercial. By using a New York setting, stylized fashion in bright colors, break dancing to a DJs musical mix, and bringing the hip hop flavor of each individual to life, Rockstar Energy Drink will represent the widespread phenomenon known as Hip Hop.
We start out on a handsome guy leaning on a bright orange sports car. He is nodding his head to the music and drinking a Rockstar. He looks over to a group of guys and girls break dancing and crunk dancing, and is very impressed.
There is a small crowd cheering around the ‘homemade’ dance floor as performers take turns freestyling their dance moves to the music. Just behind the crowd is the DJ who is playing one of the tightest Hip Hop songs. He is mixing and scratching with his headphones on and is really getting the crowd hype.
Just behind the DJ is a small group hanging on the front steps of an apartment building. A girl is braiding a guys hair while he drinks a Rockstar, and another girl is listening to her iPod and drinking a Rockstar.
Two guys give each other dap in passing and one guy hands the other a Rockstar energy drink. We see a girl roller skate by with her backpack on her shoulder, and a Rockstar energy drink in her other hand.
Lastly, we see a can of Rockstar up close, and all the action of the people are in the background.
This is a tribute to the Hip Hop culture that arose in the 1980s and still has a relevancy to the evolution of Hip Hop. Everyone will bring an energized approach to Rockstar and let the world know Rockstar isn’t complete without the flavor of Hip Hop.