0:00intro text montage
The scene opens with a series of rapidly edited, blurred video clips overlaid with animated white text. The initial clip shows a young Caucasian girl with blonde hair, smiling softly, her face slightly out of focus. This transitions to a wide shot of children walking in a bright, modern indoor space with large windows and white pillars, also blurred. A close-up follows, revealing a white sign with blue text reading 'Check-in Hope to Dream 8th Year Anniversary' against a blurred background. Next, two young women with festive red and green elf headbands are seen looking down, possibly at a table, their faces partially obscured. The montage continues with a shot from behind two children, their heads bowed, appearing to be focused on an activity. Another clip shows an adult with a child, both engrossed in a craft activity, with a small pink triangular paper in view. Finally, a child is shown drawing on paper, with brightly colored stationery nearby. The overall color palette is cool blue due to the overlay, with hints of the original warm, festive event colors bleeding through. The text overlays initially state, 'HOPE TO DREAM CELEBRATED ITS 8TH ANNIVERSARY AND REACHED A MILESTONE: GIFTING 80,000 BEDS TO CHILDREN.' This text animates and dissolves into further text: 'IN PARTNERSHIP WITH THE BOYS & GIRLS CLUB OF THE SUNCOAST AND THE GLAZER'S CHILDREN'S MUSEUM, 100 BEDS WERE DONATED TO LOCAL CHILDREN IN NEED.' The scene concludes with the 'Hope to Dream' logo, featuring a heart design within the 'h' of 'hope', against a softly blurred background of a modern city street with palm trees and buildings, with 'Tampa, Florida' displayed below. The atmosphere is warm and hopeful, despite the stylistic blurring.
0:26madeline brown interview
A medium shot frames a Caucasian woman with long, straight brown hair, aged approximately 30-40, speaking directly to the camera. She wears a light grey t-shirt adorned with cartoon-like drawings and text, including '80,000 KIDS' and 'hope'. A white name tag with 'Madeline hope' is pinned to her shirt. She has a warm, friendly expression and gestures occasionally with her hands to emphasize her points. The background is a brightly lit, bustling indoor space, softly blurred, featuring a variety of colorful children's activity stations, festive decorations, and numerous people, including children and adults, engaging in activities. The dominant colors in the background are yellow and red, with some blue and green accents. A white lower third graphic with blue and grey elements identifies her as 'MADELINE BROWN, STORE MANAGER AT DALE MABRY HOMESTORE'. The overall lighting is bright and even, suggesting an indoor event setting. The atmosphere is joyful and engaging, reflecting the positive nature of the event.
0:34smiling boy close up
A low-angle close-up shot captures a young African American boy, approximately 6-8 years old, smiling broadly and looking directly at the camera. He wears a white short-sleeved t-shirt with a colorful graphic design featuring small drawings and the text 'Deontae hope' on a name tag. His facial expression is one of pure joy and excitement, with bright eyes and a wide, open-mouthed smile, revealing a missing front tooth. His dark hair is short and neat. He is positioned in the center-right of the frame. In the blurred background, other children's legs and feet are visible, along with parts of a colorful activity area. The lighting is bright and natural, highlighting his cheerful demeanor. The overall mood is uplifting and energetic.
0:36boy dancing cheerfully
A medium shot focuses on a young Caucasian boy, approximately 7-9 years old, with short, light brown hair, smiling brightly and turning towards the camera with a playful, almost dancing movement. He wears a white and black long-sleeved raglan shirt with 'Carter hope' written on a name tag. His expression is genuinely happy and full of energy. To his left, an adult's arm and torso are visible, wearing a dark blue shirt and a smartwatch. The background is a brightly lit indoor space, blurred, revealing a festive pink Christmas tree adorned with white lights and a green wall. The dominant colors are vibrant pink, green, and the boy's cheerful attire. The lighting is soft and inviting, contributing to a warm, celebratory atmosphere.
0:38child coloring on floor
An overhead shot captures a young African American child, approximately 5-7 years old, with dark curly hair tied back, deeply engaged in coloring a drawing in a coloring book. The child is wearing a dark blue long-sleeved top with small, colorful embellishments. Their hands hold a green crayon, meticulously coloring an image of a cartoon character. The coloring book shows outlines of a character and a spaceship. Next to the book on the light brown floor, there are brightly colored boxes of crayons or erasers, one pink and one yellow, and a white smartphone. The child is focused and quiet, concentrating on the task. The lighting is soft and even, highlighting the activity. The color palette is earthy brown from the floor contrasted with the bright colors of the crayons and the child's clothing. The mood is calm and studious.
0:42people playing jenga
A medium shot captures three individuals playing a giant Jenga game. To the left, a person, likely an adult, wearing a white t-shirt with a name tag, carefully stabilizes the wooden blocks. In the center, an African American girl, around 8-10 years old, with her hair in braids and wearing a white t-shirt, reaches out to extract a block. To the right, another African American girl, also around 8-10, with short, dark hair, wearing a white t-shirt, observes intently. The large wooden Jenga blocks are prominently featured, bearing the 'Ashley' logo on some pieces. In the background, a festive Christmas tree decorated with colorful ornaments and lights is visible, alongside other blurred elements of the event space. The lighting is bright and cheerful. The color palette includes the natural wood of the Jenga, white shirts, and the vibrant colors of the Christmas decorations, creating a fun and interactive atmosphere.
0:45boy waves at camera
A close-up shot features a young African American boy, approximately 8-10 years old, looking directly at the camera with a wide, friendly smile, revealing his front teeth. He has short, dark hair and is wearing a white t-shirt with a colorful design and a name tag that reads 'Antonio hope'. A reddish-brown towel or blanket is draped over his shoulders. He raises his right hand in a cheerful waving gesture. The background is softly blurred, showing hints of an indoor setting with chairs and light-colored walls. The lighting is bright and even, illuminating his face and warm expression. The dominant colors are the white of his shirt, the reddish-brown of the towel, and the subtle greens and browns of the blurred background. The mood is friendly and inviting.
0:47aaron leroux interview
A medium shot captures a bald Caucasian man, approximately 40-50 years old, with a short grey beard, speaking directly to the camera. He wears a white long-sleeved t-shirt with colorful, whimsical drawings and the text 'Aaron hope' on a name tag. He has a warm, engaging smile and gestures with his hands as he speaks, conveying enthusiasm. The background is a brightly lit, festive indoor space, softly blurred, filled with people, colorful decorations, and what appears to be a pink Christmas tree with lights. The environment suggests an active children's event. A white lower third graphic with blue and grey elements identifies him as 'AARON LEROUX, DIRECTOR OF SALES - KWF'. The overall lighting is bright and even, highlighting his features. The atmosphere is positive and energetic, aligning with his message.
0:51man carrying box
A dynamic medium shot features an African American man, approximately 30-40 years old, with a short beard and an excited expression, wearing a red and green elf hat. He is wearing a white t-shirt with a colorful design, black long-sleeved undershirt, and jeans. He is carrying a large, light brown cardboard box, branded with 'Ashley Sleep' and a red triangular logo, out of the back of a moving truck. The truck's interior is dark and empty, with visible metal shelving. The background to the right is a bright, modern building facade, indicating an outdoor or semi-outdoor loading area. The lighting is bright and natural, casting some shadows. The dominant colors are the vibrant red and green of the elf hat, the light brown of the box, and the contrast between the dark truck interior and bright exterior. The mood is energetic and busy, conveying the delivery of items for the event.
0:53volunteers at check in
A medium shot focuses on two Caucasian women, both appearing to be in their 30s-40s, at a check-in table. The woman on the left wears a Santa hat and an orange t-shirt with a logo. She is actively engaging with unseen individuals, her mouth open as if speaking or laughing. The woman on the right, also wearing a Santa hat, is smiling warmly towards the left side of the frame. She wears a dark blue polo shirt with a logo. In the blurred background, other adults and children are visible, along with festive decorations, suggesting a lively holiday event. The table surface is white, with papers and a drink cup visible. The lighting is bright and festive. The color palette is dominated by the bright red of the Santa hats and orange shirt, contrasted with the dark blue of the other shirt, creating a cheerful, holiday-themed atmosphere.
0:56children entering event
A medium shot captures a group of diverse children and adults moving through a lively indoor event space. In the foreground, several children, including an African American girl with braids and an African American boy, are visible, many wearing white t-shirts with a colorful logo. They appear to be entering or moving within a crowded area, looking around with curiosity and excitement. Adults are also interspersed among the children. The background is a vibrant blur of colors and movement, hinting at festive decorations and activity. The lighting is bright and ambient. The color palette is diverse, reflecting the mixed group of people and the colorful event environment. The overall mood is bustling and joyful, conveying the excitement of a special occasion for the children.
0:58children look at camera
A close-up shot captures two young African American children, approximately 6-8 years old, looking intently at a digital camera being held by an adult's hands (whose body is out of frame). The child on the left, a girl with braids, leans in with a curious expression. The child on the right, a boy with short dark hair, has an open-mouthed, excited expression, eyes wide with wonder at the camera's display. Both children are wearing white t-shirts with colorful graphic designs and name tags ('Ja'Nee hope' on the girl's, 'Deontae hope' on the boy's). The adult's hands, with some tattoos on the arm, hold the black Canon DSLR camera. In the blurred background, hints of other children and the colorful event setting are visible. The lighting is bright and focused on the children. The scene conveys a sense of playful interaction and genuine childish curiosity.
1:00todd wanek interview
A medium shot frames a bald Caucasian man, approximately 50-60 years old, with light skin and a friendly smile, speaking directly to the camera. He wears a white long-sleeved t-shirt with a black collar and colorful, whimsical drawings, along with a name tag. He has a warm, sincere expression. The background is an indoor, festive space, softly blurred, featuring a man in a green elf costume clapping enthusiastically behind him to the left, and two women in red and green elf costumes clapping on the right. All are smiling. The environment is bustling with holiday cheer. A white lower third graphic with blue and grey elements identifies him as 'TODD WANEK, PRESIDENT & CEO - ASHLEY FURNITURE'. The lighting is bright and even, highlighting his face. The overall mood is one of positive community engagement and holiday spirit.
1:04elves welcoming children
A wide shot shows a group of excited children being escorted into a bright, open event space by several adults dressed in vibrant red and green elf costumes. The children, predominantly African American and Caucasian, are seen walking through a doorway, many wearing white t-shirts with a colorful logo. They look around with expressions of anticipation and happiness. The adults in elf costumes (including two women on the left and one on the right, and a man further back) are smiling and guiding the children, some holding small flags. The background is a brightly lit, modern indoor setting with white walls and a green accent wall. The overall color palette is dominated by the festive red and green of the elf costumes and the children's bright white shirts. The lighting is clear and vibrant, creating an atmosphere of joy, welcome, and organized fun.
1:08children rush into party
A wide shot captures a large group of children running excitedly into a spacious, brightly lit room, greeted by a crowd of cheering adults. The children, a diverse mix, are mostly wearing white t-shirts with a colorful logo. Their faces are alight with joy and energy as they rush forward. The adults, some wearing holiday-themed accessories like Santa hats or reindeer antlers, are clapping, cheering, and smiling, creating a lively and welcoming tunnel for the children. The background features white walls, bright lighting, and hints of festive decorations including balloons and banners. The flooring is a mix of carpet and a lighter-colored path. The dominant colors are the white of the children's shirts, the varied colors of the adults' casual clothing and holiday accessories, and the bright, festive balloons. The atmosphere is overwhelmingly joyful, energetic, and celebratory.
1:10elf volunteers clapping
A medium shot captures five adults, predominantly Caucasian, dressed in cheerful red and green elf costumes, standing in a line and clapping with smiles on their faces. From left to right, a man with dark hair, three women with various hair colors, and a blonde woman. They are all wearing pointy elf hats, red and green tunics with white collars, and red and white striped bottoms. They are smiling and clapping in unison, showing enthusiasm. In the background, to the left, a festive Christmas tree decorated with blue, white, and red ornaments and lights is visible. To the right, a large array of red, white, and blue balloons, some with heart patterns, forms a festive backdrop. The lighting is bright and celebratory. The color palette is vibrant, dominated by the red, green, and white of the costumes and decorations. The mood is joyful and energetic, conveying a strong sense of holiday cheer and camaraderie.
1:12adults with children on floor
A wide shot captures a diverse group of young children and several adults gathered on the floor in a brightly lit indoor space. The children, of various ethnicities and ages (approximately 5-10 years old), are mostly wearing white t-shirts with a colorful logo. They are sitting cross-legged on a carpeted floor, attentively looking towards an adult woman who is partially visible, engaging with them. One African American girl in a bright pink hoodie is prominently in the foreground. In the blurred background, other adults and children are visible, along with hints of festive decorations. The lighting is bright and even. The color palette includes the white of the children's shirts, vibrant pink, and the warm tones of the blurred background, creating a comfortable and interactive atmosphere, focused on engagement and shared activity.
1:16girl with balloon runs
A medium shot follows a young Caucasian girl, approximately 5-7 years old, with long blonde hair, running cheerfully through a bright hallway. She is seen from behind, wearing a white t-shirt with a colorful graphic. A pink balloon with white heart patterns is tied to her wrist and bounces behind her as she moves. To the right, a vertical white railing is visible, adorned with twinkling white Christmas lights, creating a sparkling effect. To the left, a purple and orange wall section is partially visible. The lighting is bright and festive, with a slight blur due to motion. The dominant colors are the white of her shirt, the pink of the balloon, and the sparkling white of the lights, creating a lighthearted and energetic mood, capturing a moment of childish joy.
1:18kids play with balloons
A wide shot captures a large group of diverse children and adults in a spacious, brightly lit event hall, actively playing and interacting with large white balloons. The children, wearing white t-shirts, are scattered across the room, some reaching up to bat the balloons, their faces full of laughter and excitement. Several large white balloons, designed to look like snowmen with orange carrot noses, are being tossed in the air. Adults are also present, smiling and observing the play. The background features high ceilings, large windows letting in natural light, and festive decorations including balloons and banners. The flooring is a light-colored carpet. The dominant colors are the white of the balloons and children's shirts, contrasted with the colorful elements of the decorations and people's clothing. The atmosphere is vibrant, joyful, and full of playful energy.
1:20group photo
A medium wide shot captures a large, diverse group photo of numerous adults and children standing closely together, smiling at the camera. All the children, and most of the adults, are wearing white t-shirts with a colorful logo. Some adults wear festive Santa hats. They are positioned in front of a white backdrop densely covered with the 'hope to dream' and 'Ashley HomeStore' logos. To the left, a decorated Christmas tree with blue, white, and red ornaments is visible. To the right, a large cluster of blue, white, and red balloons adds to the festive ambiance. The lighting is bright and even, creating a celebratory feel. The dominant colors are white from the shirts and backdrop, accented by the blue, red, and green of the decorations. The mood is joyful and communal, showcasing the participants and organizers.
1:21freddy williams interview
A medium shot captures a large-framed African American man, approximately 40-50 years old, with short dark hair and a clean-shaven face, speaking directly to the camera. He wears a grey short-sleeved polo shirt with the 'Boys & Girls Clubs of the Suncoast' logo on the left chest. He has a warm, sincere smile and maintains eye contact with the camera, conveying earnestness and passion. The background is a modern, brightly lit indoor space, softly blurred, featuring festive decorations including white and pink balloons, and other people in the distance, indicating a lively event. A white lower third graphic with blue and grey elements identifies him as 'FREDDY WILLIAMS, PRESIDENT & CEO - BOYS & GIRLS CLUB OF THE SUNCOAST'. The lighting is bright and even. The atmosphere is professional yet warm, reflecting his commitment to the cause.
1:26child coloring close up
A close-up shot focuses on a young African American girl, approximately 4-6 years old, with dark curly hair, sitting at a table and diligently coloring. She wears a white long-sleeved t-shirt with a colorful graphic design and text, and a white name tag. Her small hand holds a yellow crayon, coloring a pattern in a book. Her facial expression is initially one of deep concentration, then she looks up directly at the camera with wide, curious eyes. The background is blurred, showing parts of a table and a red chair, suggesting an activity area. The lighting is bright and soft, highlighting her focused activity. The dominant colors are the white of her shirt, the yellow of the crayon, and the warm browns and reds of the blurred background. The mood is quiet and absorbed, then shifts to a moment of direct engagement.
1:29child coloring medium shot
A medium shot captures a young African American girl, approximately 7-9 years old, with her hair in neat braids, sitting at a table and concentrating on coloring. She wears a white long-sleeved t-shirt with a colorful graphic design and a name tag that reads 'Miayr hope'. Her hand holds a blue crayon, meticulously filling in a circular pattern in her coloring book. On the table, various crayons in bright colors (yellow, pink, green) are scattered, along with another white name tag. The background is softly blurred, showing parts of red chairs and other activity tables, suggesting an active indoor environment. The lighting is bright and even, highlighting her focused activity. The dominant colors are the white of her shirt, the bright crayons, and the muted browns and reds of the background. The mood is calm and focused, reflecting her engagement in the task.
1:32boy playing with cards
An overhead shot captures a young Caucasian boy, approximately 5-7 years old, with light brown hair, sitting on a grey carpeted floor and playing with colorful cards. He is wearing a white t-shirt with a dark collar and dark shorts. He holds up one card, a goldfish image, and looks at it with interest. Several other cards, some with colorful geometric patterns and others with various images (like a tree), are scattered around him on the floor. A distinct yellow-green stripe is visible on the carpet. The lighting is bright and even, illuminating the child and the cards. The color palette is varied, with the grey of the carpet, the bright colors of the cards, and the white of his shirt. The mood is playful and engaged, showing a child engrossed in a simple game.
1:34girl playing paddle ball
A medium shot focuses on a young African American girl, approximately 8-10 years old, with braided hair, playing with a paddle ball toy. She wears a white t-shirt with a colorful graphic design and a white name tag that reads 'Sanai hope'. She is holding a round paddle, half bright green and half vibrant pink, and appears to be concentrating on hitting a ball (unseen). Her eyes are looking upwards, tracking the imaginary ball. Her expression is focused and determined, with a hint of enjoyment. In the blurred background, other children and adults are visible in a brightly lit indoor space with white and green walls. The lighting is bright and even. The dominant colors are the vivid green and pink of the paddle, the white of her shirt, and the bright, diffused colors of the background. The mood is active and playful, showcasing her engaged participation.
1:36child at toy checkout
A medium close-up shot focuses on a young African American girl, approximately 6-8 years old, with her hair styled in elaborate braids, playing at a toy grocery checkout. She wears a white long-sleeved t-shirt over a teal long-sleeved shirt. Her hands are busy with a cardboard box, possibly a toy food item, placing it on a green mat that serves as a price list for various imaginary grocery items. A red and blue toy cash register is visible behind her. Her expression is one of engaged concentration, as if she is a real cashier. The background is softly blurred, showing other colorful elements of a children's play area. The lighting is bright and even. The color palette includes the vibrant red and blue of the cash register, the green of the mat, and the white and teal of her clothing. The mood is imaginative and playful, depicting a child engrossed in role-playing.
1:38girl holding paper to camera
A close-up shot captures a young African American girl, approximately 5-7 years old, with her dark hair tied up in a bun, looking directly at the camera with a confident, joyful smile. She is wearing a white t-shirt with a colorful graphic design. She extends her right hand towards the camera, holding out a small, folded piece of white paper, as if presenting something. Her eyes are bright and her smile is wide. The background is softly blurred, showing hints of an indoor activity area with warm lighting and wooden cabinetry. The lighting is bright and highlights her cheerful expression. The dominant colors are the white of her shirt, the warm brown of the background, and the bright colors of the graphic on her shirt. The mood is cheerful and interactive, conveying a sense of pride or sharing.
1:40children playing with balloon
A medium shot captures a diverse group of four young children, approximately 6-9 years old, sitting on a grey carpeted floor, playing together. They are all wearing white t-shirts, some with colorful graphics. In the center, a bright green balloon is being gently pushed around by their hands. The children, including a Caucasian girl with glasses and another with curly hair, and an African American boy, are focused on the balloon, their expressions a mix of concentration and soft smiles. The background is softly blurred, showing parts of other children and adults, and light-colored walls, indicating an indoor event space. The lighting is bright and diffused. The dominant colors are the grey of the carpet, the white of the shirts, and the vibrant green of the balloon. The mood is calm, cooperative, and playfully engaged.
1:43girl receiving balloons
A close-up shot focuses on a young African American girl, approximately 7-9 years old, with dark hair and a joyful expression, receiving a cluster of balloons. She wears a white t-shirt with a colorful graphic and is wrapped in a red, blanket-like fabric resembling a cape, which holds several orange and purple balloons. Her eyes are bright and her smile is wide as she looks towards an adult, whose arm and pink sweater are visible on the left. On the right, a Caucasian woman with dark hair, wearing an elf costume, smiles cheerfully, her face partially visible. The background is softly blurred, showing other people and festive decorations. The lighting is bright and festive. The color palette is vibrant, with the red of the fabric, the orange and purple of the balloons, and the bright smiles. The mood is one of excitement and generous giving.
1:45children lined up
A medium wide shot captures a line of diverse young children, approximately 6-10 years old, standing side-by-side in a brightly lit indoor space. They are all wearing white t-shirts with colorful graphics. The children are turning their heads, looking and smiling towards the right side of the frame, showing a sense of anticipation and excitement. Their expressions are cheerful and engaged. In the background, two festive Christmas trees are visible, one adorned with white lights and ornaments, and the other further back. Adults are also present in the blurred background. The flooring is a grey carpet with colored stripes. The lighting is bright and even. The dominant colors are the white of the shirts, the green and red of the Christmas trees, and the warm tones of the blurred background. The mood is lively and joyful, suggesting they are about to participate in an activity or receive something special.
1:47elves dancing with children
A medium shot captures a lively scene of adults dressed in festive red and green elf costumes dancing and interacting with a group of diverse children. Two elf-costumed women are prominent on the left, clapping and moving rhythmically, smiling at the children. The children, wearing white t-shirts, are also dancing and laughing with bright, joyful expressions. One African American girl with long dark braids and glasses is particularly animated, her hands up in the air. In the background, a decorated Christmas tree adds to the festive ambiance. The lighting is bright and celebratory. The dominant colors are the vivid red and green of the elf costumes and the white of the children's shirts. The atmosphere is energetic, fun, and full of holiday cheer, with everyone clearly enjoying the festive activities.
1:49boy blowing balloon
A close-up shot focuses on a young African American boy, approximately 7-9 years old, wearing a red long-sleeved top, intently blowing up a yellow balloon. He is surrounded by other blurred children and adults, some wearing Santa hats, in a festive indoor setting. His cheeks are puffed out as he concentrates on inflating the balloon. A white balloon is seen to his left, held by another child. His expression is one of playful effort and determination. The lighting is bright and natural. The dominant colors are the vivid red of his shirt and the yellow of the balloon, contrasted with the muted colors of the blurred background. The mood is engaging and lighthearted, capturing a simple, joyful activity at the event.
1:51crowd walking through event
A medium shot captures a large, diverse group of adults and children walking through a bustling indoor event space. The crowd is moving from left to right, creating a sense of dynamic energy. Many adults wear casual clothing, some with Santa hats, while children are predominantly in white t-shirts with colorful logos. The man who was previously interviewed (Freddy Williams) is visible in the center, wearing a grey polo shirt and smiling. The background features bright white walls, large windows, and festive decorations including balloons, suggesting a spacious and well-attended event. The lighting is bright and even. The dominant colors are the white of the children's shirts, the varied clothing of the adults, and the colorful balloons. The atmosphere is energetic, lively, and filled with positive interaction.
1:53girl smiles at camera
A close-up shot focuses on a young African American girl, approximately 7-9 years old, with long, dark curly hair, looking directly at the camera and smiling sweetly. She wears a white t-shirt with a colorful graphic design and a name tag that reads 'Destiny hope'. Her facial expression is gentle and warm, with soft eyes and a slight smile. The background is softly blurred, showing parts of brightly colored furniture (yellow and red) in an indoor setting, possibly a play area. The lighting is bright and natural, highlighting her features. The dominant colors are the white of her shirt and the warm, vibrant hues of the blurred background. The mood is calm, friendly, and inviting, creating a personal connection with the viewer.
1:55outro logo
The scene features the 'Hope to Dream' logo, prominently displayed against a softly blurred background of a modern city street with tall buildings and lush palm trees under a bright, sunny sky. The logo consists of the word 'hope' in large, elegant white serif font, with the 'h' cleverly incorporating a dark blue and magenta heart-shaped design that resembles two figures embracing or reaching out to each other. Below 'hope', the words 'to dream' are written in a flowing, handwritten-style script. Underneath the logo, the location 'Tampa, Florida' is displayed in a simple white sans-serif font. The entire scene is bathed in a cool, bright blue overlay, giving it a soft, ethereal quality. The overall color palette is a blend of the muted city tones and the vibrant logo, all unified by the blue filter. The atmosphere is optimistic and serene, serving as a concluding brand statement.
