represent video pitch - Dopamine Productions

REPRESENT
VIDEO PITCH
XAVIER RUFFIN
P R O D U C T I O N S
1206 west Historic Mitchell #220 Milwaukee, Wisconsin 53204
Ph. 414 - 301- DOPE | Em. look@dopamine.pro | www.dopamine.pro
Xavier Ruffin
Dopamine Productions
1206 west Historic Mitchell st
Suite 220 Milwaukee, WI 53204E
Preface:
My name is Xavier Ruffin and I make art. music videos, and motion graphics. I graduated from
MIAD in 2010 but where I’m from it would seem as if I’m the exception to the rule. My hometown,
Milwaukee Wisconsin, has recently been put in the top ten of all the worsts lists in America. We
are the MOST segregated city in america, the 10th most dangerous, and we were just named the
WORST state for black children. I want to seize this opportunity not only to make a dope video
with two legends in the game but to #represent the good my city has to offer. I want to give hope
to those who grew up like me in the nations 9th poorest city that their dreams are still achievable
if they work hard enough for them.
My video concept:
A single take video centering on Nas’ symbolic journey. We use light and dark along with animated hand rendered type and illustrations to create small story vignettes that support the lyrics and
history of Illmatic.
The Treatment:
Start with a black screen with two large white X’s painted on a black wall. A rim light slowly
starts to illuminate a figure standing in the mid ground as the camera dollies in. We hear the
track chant, “REPRESENT, REPRESENT.” A key light begins to shine on the front of the figure and
reveal Nas in all black. As his verse begins the painting on the back wall starts to run and become
drippy. The paint runs and animates into the lyric, “last in the jungle,” as Nas delivers the line.
The camera begins to travel around Nas clockwise while continuing to dolly in slowly reaching a
medium close up. His world is covered in darkness but as he rhymes a spot light begins to shine
over his shoulder in the distance. Nas spits, “The corners is the hot spot full of mad criminals”
and we see a group of 1990’s thugs arguing with modern thugs. The setting looks like a stage play
with very minimal contextual prop clues besides a traffic light and curb. The camera continues
to dolly around Nas and is now at a close up front view of Nas looking to the heavens delivering
the line, “the D’s on the roof tryna watch us and knock us” as another spot light reveals two men
peering through binoculars over the ledge of a roof.
The camera continues its 360 degree revolution pulling back as Nas continues rhyming. It stops
once Nas is facing the camera again. His key light fades leaving just the rim light of his silhouette.
The camera dollies back to show the group of thugs yelling under a spot light positioned to the
right of Nas. Behind him on the left, two squad cars roll up into a spot light with its sirens blaring.
One car is a 1994 model and the other is a 2014 model. Nas’s key light fades to black as the officers hop out and give chase to the thugs in slow motion. Nas is still moving at regular speed.
A light begins to illuminate the background revealing a white wall. On it, in huge black paint, the
phrase “Rebel of the Street Corner” surrounded by words from the first verse written in a graffiti
hand style.
P R O D U C T I O N S
1206 west Historic Mitchell #220 Milwaukee, Wisconsin 53204
Ph. 414 - 301- DOPE | Em. look@dopamine.pro | www.dopamine.pro
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Nas is now a black Silhouette in front of this big white wall showing his back to the camera. As
soon as the camera starts to settle, the start of the next verse begins with, “YO!” In an instant,
without seeing a transition, the spot light strikes again and Nas is now facing us wearing the
green hat and jacket from the, “It Aint Hard to Tell” video.
The camera begins to dolly in and Nas begins to rotate in place on an invisible turntable. As he
spins for a second time, Nas is revealed standing back to back with his early 90’s self. He is wearing H S T R Y. The two go back and forth, cameo style, delivering the second verse. A black 3D line
from a fat tip sharpie marker draws in from frame left. It begins to circle the two versions of Nas
and illustrate several lyrics in both words and pictures. Elevator doors opening and closing, Gazel frames, fat gold rope chains and fly chicks. The camera starts to pull back again and all of the
lights lower. One rim light remains highlighting the back of Nas’ head as the two align in front of
the camera the same way they began the verse. The chorus sings, “REPRESENT, REPRESENT.”
On queue with the first words of the third verse, a projector, seemingly angled right behind the
lens of the camera, cuts on showing a video of the Queens Bridge projects. Instead of the image
being projected on the two versions of Nas we saw before, it’s on the face of a young Nas. Reminiscent of the original Illmatic cover however the video occasionally glitches and shows the two
X’s over each eye.
The lights rise slightly until everything is about 50% gray. The camera slowly dollies in one last
time. Olu Dara walks in from off screen behind young Nas. The camera stops at a medium close
up of young Nas as Olu hands him several records. He takes them and walks over to a 1970s
large wooden turntable and puts one on and starts the record. The camera starts to pull back to a
couch and carpet. Nas sits on the couch and the camera begins another 360 spin around him. In
the distance you see the chaos between the 90’s thugs, the modern thugs, the police, the 90’s Nas,
the modern Nas and Olu playing with a band.
The camera settles after the last 360. The lights go black all except a rim light on young Nas listening to music.
Two big x’s are painted up in the background on a black brick wall. The rim light dims with
video ending the exact way it began.
Forever repeatable, it is a symbolic nod to the timelessness of the classic song and album.
Thank you for your time and consideration.
Xavier Ruffin
.
P R O D U C T I O N S
1206 west Historic Mitchell #220 Milwaukee, Wisconsin 53204
Ph. 414 - 301- DOPE | Em. look@dopamine.pro | www.dopamine.pro
XAVIER RUFFIN
xavier@dopamine.pro | 414.704.7674
ACCOLADES
2013 RADIO MILWAUKEE
Nominated for Best Music Video: “One of These Kids” by Dana
Coppafeel & Speakeasy featuring Proph
2013 THE 48 HOUR FILM PROJECT: MADISON
Best Special Effects: “The Cure”
Motion Graphics
Typography
Video Direction
Video Editing
2d graphic design
Blender (3d software)
Adobe
Adobe
Adobe
Adobe
Adobe
Adobe
After Effects
Photoshop
Illustrator
Premiere
Indesign
Audition
EDUCATION
2013 MTVU THE FRESHMAN - HONORABLE MENTION
The Freshmen” brings five emerging artists each week from all
genres.
2012 MILWAUKEE MAGAZINE
Best Music Video: “On Ten” by Proph
2012 RADIO MILWAUKEE
Nominated for Best Music Video: “Hot Shots Part Duex” by
Action Bronson, Riff Raff, and Dana Coppafeel
2011 RADIO MILWAUKEE
Nominated for Best Music Video: “Jungle” by Proph
Nominated for Best Music Video: “The Missing Piece” Gerald Walker
2006 NATIONAL SCHOLASTIC ART AND WRITING AWARDS
National Gold Key: Photography
Regional Gold Key: Illustration
2005 NATIONAL SCHOLASTIC ART AND WRITING AWARDS
National Silver Key
Painting
2004 OUTDOOR ADVERTISING BILLBOARD CONTEST
1st place
Billboard illustration was chosen to head an anti-drug out
door signage campaign on billboards through out Milwaukee
Group Exhibitions
2013 SXSW DAILYMOTION CINEMA SELECTS - WEB’S BEST CREATIVE VIDEOS
Austin, TX
“One of These Kids” Music Video
2012 UWM UNION ART GALLERY
Milwaukee, WI
Role Playback
3 Music Videos
2011 BEIJING YIZHUANG CREATIVE & CULTURAL PLAZA
Beijing, China
Exhibition of Global College Students’ Graduation Designs
3-D Kinetic type and character animated promo piece.
2006 SMITHSONIAN INSTITUTION
Washington DC
National Scholastic Art and Writing Awards Gold Key Exhibition
Photography
P R O D U C T I O N S
SKILLS + SOFTWARE PROFICIENCIES
MILWAUKEE INSTITUTE OF ART & DESIGN
2006—2010
Bachelor of Fine Arts - Communication Design
Dean’s List
MARQUETTE UNIVERSITY
2006—2010
Minor in Business Administration
JOHN MARSHALL HIGH SCHOOL
2002—2006
Enrolled in the International Baccalaureate degree
program and graduated with honors.
EMPLOYMENT
SPREENKLER CREATIVE
LEAD DESIGNER 2013
161 W. Wisconsin Ave. Milwaukee, WI 414.220.0663
Distils creative direction and creates high level design
concepts for a team of designers to complete.
MILWAUKEE INSTITUTE OF ART & DESIGN
ADJUNCT PROFESSOR 2013
273 E. Erie St. Milwaukee, WI 414.276.7889
Instructs sophmore level students on the history, application,
and anatomy of typography.
DOPAMINE PRODUCTIOINS
PRESIDENT/CREATIVE DIRECTOR 2012—PRESENT
Milwaukee, WI 53203 | 414.301.3673
Leads a production team in the creation of music videos for
nationally and internationally recognized recording artists.
KOHL’S DEPARTMENT STORES
DIGITAL DESIGNER 2008—2012
N56 W. 17000 Ridgewood Dr. Menomonee Falls, WI 53051 | 262.703.7000
Worked to create innovative Graphic User Interfaces
for Kohls.com as well as motion graphics for web
banners and point of sale kiosks.
THE SPANISH JOURNAL
WEB ADMINISTRATOR/DESIGNER 2007—2013
611 W. National Ave Milwaukee, WI 53204
Created kinetic typographical animations
MILWAUKEE INSTITUTE OF ART & DESIGN
COMPUTER LAB MONITOR 2006—2010
1206 west Historic Mitchell #220 Milwaukee, Wisconsin 53204
Ph. 414 - 301- DOPE | Em. look@dopamine.pro | www.dopamine.pro
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XAVIER RUFFIN
xavier@dopamine.pro | 414.704.7674
Published works and interviews
2012 XXL
Directed, filmed and/or edited 4 different music videos featured
on the internationally recognized hip hop magazine’s website.
http://www.xxlmag.com/the-break/
2012 MILWAUKEE DAY FILM FEST
1 of 11 featured short films selected to screen in celebration of
local talent and diversity.
2012 DAILYMOTION
Selected “Motion Maker” for the French-based video sharing
website ranked the 99th most visited site on the Internet (2012)
with several music videos featured on the sites frontage.
2011 IRIDESCENT, VOLUME 1
Featured for a design project and case study inspired by the
Aspen Design Challenge in the first issue of the peer reviewed
online international research journal.
2011 VIMEO
1 of 6 featured director profiles on Vimeo’s staff blog, the
internet’s 2nd most streamed online video provider.
EMPLOYMENT
CONTINUED
273 E. Erie St. Milwaukee, WI 414.276.7889
Supervised 9 on campus computer labs, checked out
equipment and assisted both faculty and students with
technological issues.
EAGLE FLAIR GRAPHICS & PRINTING
DESIGNER 2005—2006
6933 W Brown Deer Rd., Milwaukee, WI 53223 | 414.434.0308
Created print designs and assisted in printing
and collating large book orders.
BOYS & GIRLS CLUB OF GREATER MILWAUKEE
YOUTH WORKER 2005—2006
414.267.8100
Supervised children from 8-18 years old and
monitored the photography program’s dark room.
MILWAUKEE ART MUSEUM
INTERN 2005
700 N. Art Museum Dr. Milwaukee, WI 52302
Lead a group of children aged 6-8 years old in the
creation and performance of an original play with
hand made oversized puppets.
VOLUNTEERING
2011 THE WALL STREET JOURNAL
Filmed and produced a popular viral video titled Green And
Yellow that had over 600,000 Youtube hits and peaked at #1 on
several Wisconsin radio stations that was mentioned in an article
about the Packers and Steelers super bowl run.
http://online.wsj.com/video/307E3761-B0CD489C-BF9F-99D211462F6E.html
ARTISTS WORKING IN EDUCATION
BOARD MEMBER 2012—PRESENT
Advised in the execution of arts enrichment
programs for the non-profit in the Milwaukee
area to enhance human potential, advance
learning and cultivate community.
2010 FOX 6 NEWS WITI
Interviewed about being a mentor in the Onramp program
while completing a service learning course in college.
http://www.miad.edu/newsroom/miad-in-the-news
ONRAMP
BOARD DIRECTOR/MENTOR 2009—2010
Worked to help devise, organize, and implement program
curriculum that introduces the field of design to inner city
youth from public schools.
2010 KANYEUNIVERSECITY.COM
Video coverage of critically acclaimed musician Mos Def
performing live was featured on platinum Def Jam recording
artist Kanye West’s personal blog.
2009 THE DIELINE
Sola’s product packaging design was featured in the student
spotlight of the world’s most visited packaging design website.
http://www.thedieline.com/blog/2009/5/18/student-spotlight-solas.html
2008 MILWAUKEE MAGAZINE JUNE EDITION
Recognized for being the featured speaker in MIAD’s only
fund-raiser of the year and helping raise over $500,000.
2006 NATIONAL SCHOLASTIC ART AND WRITING AWARDS CATALOG
“Self Reflection” 24x36in Black and White Photograph featured
in the annual publication that showcases young artists who have
received national recognition for their efforts.
P R O D U C T I O N S
MILWAUKEE INSTITUTE OF ART & DESIGN
FRESHMEN ORIENTATION MENTOR 2008
Selected to mentor new students and assist them with
moving on campus.
REFERENCES
RUBIN WHITEMORE
PROFESSIONAL FILM DIRECTOR AND PRODUCER
414.285.8539 whitmoreii@gmail.com
ROMKE DE HANN
PRESIDENT - SPREENKLER
4145735192 romke@spreenkler.com
DALE SHIDLER
PROFESSOR/COMMUNICATION DESIGNER
414.276.7889 daleshidler@miad.edu
1206 west Historic Mitchell #220 Milwaukee, Wisconsin 53204
Ph. 414 - 301- DOPE | Em. look@dopamine.pro | www.dopamine.pro
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P R O D U C T I O N S