Paste a Video URL
Welcome to The Dawg Pound
Paste a Video URL
The Dawg Pound
Steel City Mafia-Join the Family!
Submitted to:
YouTube http://www.youtube.com/watch?v=oOTwFip-uR4
Facebook & MySpace links to YouTube
SCM Video Production links and resources
Professor Jason Flynn
October 18, 2010
J. Mark Yencha
Assignment 8, Week 8
Links used in production of Steel City Mafia Video
http://www.SteelCityMafia.com – Primary source of information, photos and video images. Site will be used for distribution channel.
http://www.steelcitymafia.com/ssp/bossvault – Additional source of information and private distribution channel to fellow “bosses” of the Steel City Mafia for the purposes of feedback.
http://www.facebook.com/#!/group.php?gid=25217834471 – Steel City Mafia Facebook page, distribution channel and feedback.
http://www.myspace.com/steelerfans – Information and photos, distribution channel. Source for music for SCM video
http://www.myspace.com/imnxtcaboutu – Personal MySpace page for distribution and feedback
http://www.facebook.com/#!/yencha – Personal Facebook page for distribution and feedback
https://yencha.wordpress.com/ – Personal WordPress site for distribution and feedback
http://www.YouTube.com – Distribution channel
http://www.FaceBook.com – Distribution channel
http://www.reelclever.com/register/regfilmmaker – Production software and creative advice
https://studio.celtx.com/ – Production software and creative advice
http://www.deskshare.com/Resources/articles/vem_UsefulEditingTechniques.aspx – Editing techniques
http://www.school-video-news.com/index.php?option=com_content&view=article&id=350:framing-shots-for-better-storytelling&catid=26:pre-production&Itemid=44 – Framing techniques
http://explore.live.com/windows-live-movie-maker?os=other – Primary video production software
https://ecampus.wvu.edu/webct/urw/lc5116001.tp0/cobaltMainFrame.dowebct – WVU ECampus for distribution, feedback and primary source of information for Digital Storytelling.
Steel City Mafia Recruit-Production Schedule
Steel City Mafia-Recruit: Production Report- Production # 1 Oct. 11, 2010
Producer: J. Mark Yencha
Director: J. Mark Yencha
Date Started: September 2010
Scheduled Finish Date: October 25, 2010
Estimated Finish Date: October 21, 2010
Current Status: Process is currently on approved pace and expected to be finalized by Oct. 21 2010
Script: Written and approved, subject to changes or edit
Still images: Taken and approved, subject to changes
Music & Effects: Recorded and approved, may require some editing
Production Software: Windows Movie Maker
Production process: October 11, 2010 – October 15, 2010
Production schedule: First edited version due by October 15, 2010
Public distribution: first edited version via Facebook by October 15, 2010 and email to Steel City Mafia members and officers
Comment and critique period of first draft: October 15- 18, 2010
Production schedule: Second edited version: October 19, 2010
Comment and critique period: second draft via email to SCM Officers: Oct. 20
Production schedule: Final edited version due by October 21, 2010
Submission date: October 25, 2010
Steel City Mafia Storyboards & Script-1st Draft
IMC 693G – Digital Storytelling
Professor Jason Flynn
October 4, 2010
J. Mark Yencha
Assignment 5, Week 6
Storyboards & Script
Storyboard Assignment
Scene: STEEL CITY MAFIA
1.1 
• 1.1 STEELER FANS
Shot Mid Shot
High Angle
Heinz Field – Pittsburgh, Pa.
2010-10-03- 13:00
Hey Steeler Fans!
1.2 
• 1.2 HEINZ FIELD-DAY
Wide Shot
Low Angle
Heinz Field – Pittsburgh, Pa.
2010-10-03- 13:00
Heinz Field shot from Pittsburgh Steelers game. Day
1.3 
• 1.3 HEINZ FIELD
Wide Shot
Low Angle
Heinz Field – Pittsburgh, Pa.
2009-09-10- 20:15
Stadium wide shot, night
1.4 
1.4 SCM Motto
Cut-In
Other
Studio, Ravenswood, WV
2010-10-04 -01:54
Steel City Mafia-One World, One Team, One Family!
1.5 
• 1.5 Godfather offer
Cut-In
Other
Studio, Ravenswood, WV
2010-10-04 – 01:50
Join the family. Shot of (Godfather) making an offer that cannot be refused.
1.6 
• 1.6 SCM Events
Medium Close Up
Eye Level
Strip District – Pittsburgh, Pa.
2010-09-11 – 02:30
Bosses welcome you to the Steelers family.
1.7 
• 1.7 SCM Events II, Bosses invitation to join at http://www.SteelCityMafia.com
Shot Mid Shot
Eye Level
Heinz Field – Pittsburgh, Pa.
2010-10-03 – 02:37
Bosses invitation to join the Steel City Mafia
1.8 
• 1.8 SCM Events III, Hanging with Steeler-great Dermonti Dawson
Shot Mid Shot
Eye Level
Chantilly, Va.
2010-10-03 – 02:39
SCM family events -Steeler-great Dermonti Dawson at Steel City Mafia event
1.9 
• 1.9 SCM Events IV, Hall of Fame Steeler Franco Harris is a made member of Steel City Mafia
Medium Close Up
Eye Level
July 28 – 12:00
Chantilly, Va.
NFL Hall of Famer & 4-time Super Bowl Champion Franco Harris is a made member of the Steel City Mafia.
1.10 
• 1.10 SCM Events V, Tailgate with Louis Lipps
Medium Close Up
Eye Level
Heinz Field – Pittsburgh, Pa.
2009-08-07 – 02:59
Steeler-great Louis Lipps at SCM tail-gate with members
1.11 
• 1.11 SCM Membership package
Medium Close Up
Eye Level
Studio, Ravenswood, WV
2010-10-04 – 03:47
Shot of Steel City Mafia tee-shirt and membership card.
1.12 
• 1.12 SCM Pride with website
Cut-In
Other
Studio, Ravenswood, WV
2010-10-04 – 03:03
Join the Steel City Mafia
1.13 
• 1.13 Conclusion and disclaimer
Cut-In
Other
2010-10-04 – 03:13
Conclusion- Join SCM – http://www.SteelCityMafia.com Disclaimer page
Script-First draft
(Scene 1.1) Hey Steeler fans!
(Scenes 1.2 and 1.3) As a proud member of Steeler Nation, have you ever wanted more?
(Scene 1.4) The Steel City Mafia has graciously opened up the family for you; we are making you an offer you cannot refuse.
(Scenes 1.5 through 1.11) For a limited time, you can become part of our family, the Steel City Mafia. For $25 you become an official card-carrying member of our Steeler family. Membership in our family is for life! You will also receive a special Steel City Mafia tee-shirt.
(Scene 1.12) Go to http://www.SteelCityMafia.com to join today. Becoming a part of our family offers you a chance for meet & greets with current and former Steeler players as well as travel packages for home or away games. Join us today!
(Scene 1.13) Steel City Mafia is devoted to strengthen, enhance and unite all Steeler fans worldwide. We strive to develop fan recognition and fan experience while encouraging a positive fan presence in every community. We recognize the negative connotations associated with the word “mafia”. However, we see it as a metaphor that represents the strong following of the Steeler Nation and the close camaraderie that exists within our Family of fans.
Short Scene Descriptions Steel City Mafia
IMC 693G Digital Storytelling
Professor Jason Flynn
September 27, 2010
J. Mark Yencha
Assignment 4, Week 5
Scene Descriptions
Shooting Locale: Heinz Field in Pittsburgh, Pa. and various Steel City Mafia events across the world
Scene 1: Introduction or call to action.
Without the expressed written permission of the NFL (National Football League) and the Pittsburgh Steelers, we cannot use the likenesses of the Steelers.
The ad will begin with a call to attention:
To accommodate our commercial, we will do an overview (WS) Heinz Field on a typical game-day from high above as not to infringe on league rules.
VO: (Voice-over) “Pittsburgh Steeler fans” the Steel City Mafia has graciously opened up the family to you.
Camera fades from in and out from a stadium level (MCU) shot to an aerial shot high above stadium.
Scene 2:
VO: The premiere fan club of the worldwide Steelers family is presenting Steeler fans an offer that they cannot refuse. For a limited time, you may become a part of our family: the Steel City Mafia for $25. Being a part of the Steel City Mafia family means for life.
Camera shows the Godfather (CU) extending his hands to make an offer.
Scene 3:
Camera cuts to a picture (MCU) of Steel City Mafia member tee-shirt and membership card.
VO: Benefits include an official membership card and tee-shirt. Steel City Mafia graphic logo to be super-imposed in background
Scene 4:
Camera shows slideshow of various SCM family events such as tailgates, book signings, Sit-Down dinners and parties including members of all ages, races and sexes.
VO: Join our family for exclusive access to Steel City Mafia functions which include parties, tailgating, meet & greets with current and former Steelers.
Scene 5: Call to action/Conclusion
Join today for an exclusive SCM bonus, limited SCM sleeve of golf-balls at http://www.SteelCityMafia.com
Tagline: One World, One Team, One Family! Steel City Mafia
Disclaimer: We recognize the negative connotations associated with the word “mafia”. However, we see it as a metaphor that represents the strong following of the Steeler Nation and the close camaraderie that exists within our Family of fans. We love the competitive nature of the sport but understand the importance of respect and sportsmanship.
IMC 693G Digital Storytelling
Professor Jason Flynn
September 20, 2010
J. Mark Yencha
Assignment 3, Week 4
The Marketplace:
The marketplace for our client is Pittsburgh Steelers fans of any age, sex, religion and background. By presenting the Steel City Mafia as the premiere fan club of the worldwide Steelers family, we are welcoming prospective new members into the “family.” We are focusing on the domestic market in terms of our ad market. The project will be available via the SCM website: http://www.SteelCityMafia.com for the foreign markets which are beginning to take hold. There are hundreds of domestic SCM Official Hangouts across the US, with new ones in Italy, Russia and on several military bases in places such as Afghanistan. We will primarily focus our attention to airing our ads during Pittsburgh Steelers games, highlight shows and coach or player interview shows.
Our audience wants to share their passion for the Pittsburgh Steelers, they want to belong, belong to a family, a fan club and a presence. Such a presence or demonstration of team spirit defines the strength of the Steeler Nation, a phenomenon that occurs in virtually every U.S. city on Steeler Sundays. We’ve all seen it and witnessed it firsthand. No matter who you are or where you live, you see them everywhere … Pittsburgh Steeler fans! We are the most passionate, dedicated, knowledgeable, vocal, and widely represented professional fan base on the planet. We live and breathe Steeler football. We believe in fundamental football, a smash mouth style of play, pounding the rock, and making you sore in the morning. We love cheering for a team that is Family owned, that prioritizes a hard work ethic, and that doesn’t overpay the flashy players. We take pride in our players who play as a team and don’t stoop to off- field antics. We fans are not content simply to watch a football game; we want to be involved. Geographical distance does not limit our level of commitment to our team. We take over every bar; restaurant, city, or stadium on Steeler game days like no other team can even hope to do. Steeler bars can be found in every major U.S. city, a claim that no other professional football team can make. We don’t die; we multiply! Fans in rival stadiums just scratch their heads, wondering where all those towels come from. One fact will always remain: all Steeler games are home games!
The target will want to connect with our client for the following reasons:
A. A strong sense of belonging
B. They will want to be a part of a rapidly growing family.
C. The opportunity to meet current and former Pittsburgh Steeler players and coaches.
D. The opportunity to suspend reality and to become a “Made” member or a boss in the Steel City Mafia. It represents a chance to dress the part (In Steelers colors, preferably) at the group’s annual Sit-Down banquet.
E. Sharing a passion for the Pittsburgh Steelers with other like-minded devotees.
F. Making connections with fans from all over the world, connections which include ticket opportunities, travelling to Steelers away games and Steelers SCM events all over the US.
Genre:
Crime & Gangster
Setting 1: Where and when does the typical project take place?
The typical project will kick-off with the opening of the Pittsburgh Steelers annual training camp. Most NFL training camps begin in mid-July. The Steelers’ training camp is based out of St. Vincent College in Latrobe, Pennsylvania. The Steel City Mafia holds an annual “Sit-Down,” or meeting of the bosses which coincides with the first weekend of training camp. In true mafia-hierarchy, the Sit-Down is an elaborate dinner with former Pittsburgh Steeler greats as the keynote speaker. Newly “made” members are then pinned by the guest. The Steel City Mafia is not just a fan club, but more importantly, they also serve as a charitable partner with Jerome Bettis’ “Bus Stops Here Foundation”, the Andy Russell Charitable Foundation and the Mel Blount Youth Home. Due to nature of this client, our project will take place with the onset of training camp (July 15) through the end of the NFL season (Feb 1). This project will be presented as a recruiting genre toting the benefits of the membership and charitable functions.
Setting 2: What visual images are associated with the typical setting?
Our project will feature fancy Italian-style dining to illustrate the “Sit-Down” with members in attendance in pin-striped suits, zoot suits and fedoras with women in dresses or suits. Steel City Mafia logo is silhouette of Godfather. Other visual images to include former Steelers players who are associated with SCM, which include: Andy Russell, Mike Wagner, Frenchy Fuqua, Jerome Bettis and Mel Blount. Recent events also included Hall of Famer, Terry Bradshaw who won four Super Bowls for the Steelers.
Characters 3: Describe the typical heroes or protagonists.
Our hero is the organization as an entity, the Steel City Mafia. SCM is a very rapidly-growing fan club of the Pittsburgh Steelers. Steel City Mafia: One World, One Team, One Family!!! Our hero is portrayed as a family, a family of devoted Steelers fans. The Steel City Mafia’s logo calls itself the premiere fan club of the worldwide Steelers family.
Characters 4: What types of supporting characters would you expect to find?
Current and former Pittsburgh Steelers players who are “Made” members will be our supporting cast.
Characters 5: Are the roles in these generally more masculine or feminine?
Generally, the roles would be seen as masculine. Traditions associated with the mafia feature a strong Godfather and his bosses are also seen as very strong and powerful males. The mafia tradition features women as matriarchal and behind the scenes.
Plot 6: What are the conflicts you would expect to find in this genre?
The negative connotations associated with the word “Mafia, “ which will be addressed with a disclaimer stating: we see it as a metaphor that represents the strong following of the Steeler Nation and the close camaraderie that exists within our Family of fans.
Plot 7: Describe typical plot structures in this genre
Crime and gangster films are developed around the sinister actions of criminals or mobsters, particularly bank robbers, underworld figures, or ruthless hoodlums who operate outside the law, stealing and murdering their way through life. Criminal and gangster films are often categorized as film noir or detective-mystery films – because of underlying similarities between these cinematic forms. (P I Reed, 2010) The nature of our subject, Steel City Mafia will naturally have the undertones of a crime & gangster film; however we are presenting it in a recruiting manner. We want to present it to potential members as an opportunity to join our family, the Steelers family of devoted loyal fans who share similar interests, likes and desires.
Iconography 8: What objects and images do you expect to see in a film of this genre?
Godfather, fedoras, pin-stripe suits amid a large family gathering will be featured. The family gathering in question is a large dining table with an open seat for our potential new member.
Mood/Tone 9: Is the typical project optimistic or pessimistic?
While the mafia undertone will be naturally a bit dark, our project will be presented in a very optimistic manner.
Mood/Tone 10: Light or dark?
This project will be presented in an upbeat and light manner.
Mood/Tone 11: Comedic or serious?
This project will be presented in a serious yet friendly manner.
Mood/Tone 12: Eerie or wholesome?
This project will be presented in a very wholesome manner; we are presenting a warm and friendly atmosphere. We are projecting a familial setting and an offer to become a member of our family.
Cinematic Style 13: What are typical shots (framing) and camera movements?
The opening of this project will be a (WS) wide-shot and will gradually go to a (MCU) medium close-up shot. Once we have established that we are recruiting new members to join our family (The Steel City Mafia family) we will go to a (POV) point-of-view shot of the open seat at the table (our prospective member). For our project we will use a mounted camera pan to allow us move the camera horizontally from left to right so that we may allow the viewer to see more of the scenery and imagery.
Cinematic Style 14: What is the typical lighting like?
Typical room lighting such as windows, lamps and doors will be our choice. We are presenting this as a homey and warm setting.
Cinematic Style 15: What editing techniques are typically used?
A. Removing noise and adding narration and music.
B. Adding Title slides.
C. Adding effects: brightness and contrast.
D. Cropping techniques.
Cinematic Style 16: How is sound typically utilized?
Dialogue or Voice Over, Ambiance, Sound Effects and Music.
References:
P.I. Reed School of Journalism, WVU (2008, August, 23). IMC 693G Lesson 4: Market as a genre. Retrieved on September 20, 2010 from the website: https://ecampus.wvu.edu.
IMC 693G Digital Storytelling
Professor Jason Flynn
September 13, 2010
J. Mark Yencha
Assignment 2, Week
The Premiere fan club of the worldwide Steelers family
Background info
Since its inception in 2005, the Steel City Mafia has blossomed into a thriving fan club that has already surpassed 8,000 worldwide members. The Steel City Mafia takes enormous pride in being the premiere fan club of the worldwide Steelers family. Being a member means you are a part of a family, a family that extends nationwide as well as globally. You can go into any city across the United States and you will find a Steelers bar. The Steel City Mafia helps establish Steelers bars and makes them Official Hang-Outs. Many Pittsburgh natives were displaced after most of the steel mills closed in the 70’s and 80’s, this is why you will find so many Steelers bars all over the country. Being a member of Steel City Mafia gives one access to current and former players.
Geographical distance does not limit our level of commitment to our team. We take over every bar; restaurant, city, or stadium on Steelers game days like no other team. Steelers bars can be found in every major U.S. city, a claim that no other professional football team can make. We don’t die; we multiply! Fans in rival stadiums just scratch their heads, wondering where all those towels come from. One fact will always remain: all Steelers games are home games!
Theme: Be a part of our Steelers family, join the Steel City Mafia!
Logline: Steel City Mafia, the premiere fan club of the worldwide Steelers family
Title: The Steel City Mafia wants you!
The Godfather Waltz plays softly
Opening line:
Your Godfather awaits, the day has come. He has called upon you to do a service for him.
Scene 1: The Godfather motioning to the viewer to come to him, take action.
Line 2: If you are a part of Steelers Nation, the Steel City Mafia wants you. Join the premiere fan club of the worldwide Steelers family.
Scene 2: Group of Steel City Mafia members all decked out in their pinstripe suits, and fedoras. The group is socializing while watching and cheering on their beloved Pittsburgh Steelers.
Line 3: Join today, for a one-time $25 membership fee; you are welcomed to the family. You will receive an official Steel City Mafia Membership Card, Member T-Shirt and exclusive access to Premium content on the website. Membership is LIFETIME. http://www.SteelCityMafia.com
Closing scene: A large family dinner with an open seat for you.
IMC Inside Mark's Cranium 