Producer

1. Producer Rachel West

2. Contents • Idea Generation Format/Medium Genre Market/Audience • Idea Development Mood Boards Sketches Character Profiles Synopsis • Pitch/Further Development Pitch Documents Chosen Idea Intended Audience Market Narrative and Plot Characters

3. ‘You have been commissioned to produce 30 - second promotional video for the HND media course.’

4. Idea Generation

6. Format/Medium Taking into consideration the medium as to which I wish my advert to be placed upon – I have researched into different mediums and what types of adverts are successful and where. It is stated in the brief that the advert will be targeted for a competition to be shown at the Cineworld Chesterfield. however I have decided to research into other different mediums also to gain a better understanding overall. It’s obvious that some adverts/promotional videos are made for the big screen as we see it time to time at the beginning of film screenings. These adverts are specifically made for this type of audience as if they were released to TV and the internet and DVD then it doesn’t quite achieve the same effect on the viewers as it originally did. ‘the medium is the message’. The target audience for my video will be very specific with the viewers having either completed Level 3 media and be looking to Uni or parents that didnt know the HND course existed.– comparing this to other places to put up the advert such as on Youtube, the audience is a lot broader and there is more variety. Some viewers online will not have patience for a boring corporate video - and can simply just turn off the browser whereas at the cinema it will be played infront of their eyes. The video needs to grab attention from the moment it starts.

7. Market & Audience To start with I have undertaken research into trends and themes that have been common in Promotional videos recently as these are obviously successful. Promotional videos are slowly becoming the main way to promote a business or service. Video marketing in particular. People, in todays day and age are becoming more aware and have an online presence. The need for visual content for marketing is increasing in popularity due to it being engaging for the viewer and it is easy to share between people. It has been reported that promotional videos will become the normal and will be the host of the most traffic for organisations by the end of 2019. (http://marketingland.com/7-tips-launching-video-marketing-strategy-128972) Some trend in Marketing videos this year tend to follow branding and promotional videos that are embedded into the companies website and social media - this proves that video reaches a wider variety of people when compared to text. The most simple way to create some ideas for a promotional video is to basically reproduce the written information about the product or service you are offering into a video. Despite having the location of our video written in the brief it is good to understand that other marketers may use their social media platforms to embed their videos in with a link to the home page. By creating a promotional video in this way it builds up trust and credibility with the viewer. Its important to remember that you are trying to sell a story. I will have to identify what story I wish to be told through the promo video and what I want the viewer to know about the course. I will do this by not just showcasing an interview supplemented with footage of equipment etc – no, instead I will include people. It has to be straight to the point as viewers will not have a long attention span so will need to keep the sequence short – especially towards the beginning of the video. Another important aspect to remember will be the call to action at the end of the video – remember to never just fade to black.

8. Idea Development

9. Idea 1 • My idea is where we feature one main character who will perform a piece to camera. He will begin by saying ‘Listen up’ and from here we will see a series of events that will flash up in a very quick montage. The final switch will be a shot of the character as he stands in front of lots of photographers as they take pictures of him. ‘Somebodies going to make themselves a star, make it on TV. Somebody is going to do it – so why not you?’ Updated Idea: • My idea is where we feature one main character who will perform a piece to camera. He will begin by saying ‘Listen up’ and from here we will see a series of events that will flash up in a very quick montage. It then flicks back to the opening shot again where the character continues to say ‘youre only here once’. Inbetween each statement there will be a series of events such as a behind the scenes shot of a film crew and then the individual roles. The final switch will be a shot of the character as he stands in front of lots of photographers as they take pictures of him. ‘Somebodies going to make themselves a star, make it on TV, this is your chance, so take your shot. Somebody is going to do it – so why not you?’ • The video will end with a title screen that gives information on chesterfield college, contact deatils and the course details.

11. Synopsis • My idea is where we feature one main character who will perform a piece to camera. He will begin by saying ‘Listen up’ and from here we will see a series of events that will flash up in a very quick montage. It then flicks back to the opening shot again where the character continues to say ‘youre only here once’. Inbetween each statement there will be a series of events such as a behind the scenes shot of a film crew and then the individual roles. The final switch will be a shot of the character as he stands in front of lots of photographers as they take pictures of him. ‘Somebodies going to make themselves a star, make it on TV, Steal the show. Somebody is going to famous, theres no second place – this is your chance, so take your shot. Somebody is going to do it – so why not you?’ The video will end with a title screen that gives information on chesterfield college, contact deatils and the course details. Audience Profile This idea has a very specific target audience due to many of its features and traits. It focuses to more a ‘techy’audience – those people who are interested in media, film and cameras. By using a male protagonist it will more than likely appeal to a more male dominated audience – so this means I will have to consider and make sure that the cast is not all male dominated.

12. Focus Group I have pitched my idea to a different focus group as well as my class. This focus group however isn’t really a very stable one as there isn’t enough variety between male/female. The results were mainly female dominated. None the less. My results were interesting. I pitched my synopsis and it was commented that the idea seemed very simple however one of them said they didn’t understand what I was trying to get across – whether this was from the way I want there to be a montage and it may seem a little confusing to fit this into 30 seconds or not. The response has overall positive, when I asked what type of character they see the main character to be like they said they imagined him to be your stereotypical director – so quite confident. This is something to consider as I hadn’t really though about how he would come across to the audience or what costume for him to wear for example. This is something to develop from here.

13. Treatment/ Step outline – Drafted/Unfinished ‘My idea is where we feature one main character who will perform a piece to camera. He will begin by saying ‘Listen up’ and from here we will see a series of events that will flash up in a very quick montage. It then flicks back to the opening shot again where the character continues to say ‘you’re only here once’. In between each statement there will be a series of events such as a behind the scenes shot of a film crew and then the individual roles. The final switch will be a shot of the character as he stands in front of lots of photographers as they take pictures of him. ‘Somebodies going to make themselves a star, make it in TV, Film, Steal the show. Somebody is going to famous, there’s no second place – this is your chance, so take your shot. Somebody is going to do it – so why not you?’ The video will end with a title screen that gives information on Chesterfield College, contact details and the course details.

14. Proposal Introduction This video will be a short promotional video for the HND Creative Media Course.. It will be a 30 second promo featuring a main star who is basically challenging the viewer to come on to the course as they are good enough. Project Description The video is a promotional video so will need to follow this theme throughout. The video is going to be part of a competition and the winning video will be shown at cineworld. my intended audience, is either to persuade, raise awareness or entice people to the course. Audience The video will be mainly intended towards with and age of around 18-25 years old. I chose this kind of idea based on the stereotypical audience that would be attending or looking for alternatives for university. However as this video will be placed online it will hopefully be abl to reach a much wider audience such as parents for example that have students in Year 11 who are looking at their career path and didn’t know that there were alternatives to University. The video is also going to potentially be shown at the Cineworld for all the graduates and other students that are currently studying Media so it will be a good sized audience of the target age range I initially set out for.

15. Resources • For my idea to work there will be a number of resources needed. For example; • Equipment – Equipment, will shoot a lot of the video in the studio as well as in the editing suite. As for this it requires very minimal location changes as most will be done in college. I will prefer to use to ronin and a 60d due to most of the shots having some element of movement. This will allow for more freedom of movement. Again, this will be sourced from college and if needed then as it will be filmed at college if we need help then we can always ask a member of staff to assist if needed. • Locations; - The majority of the scenes will be shot in the studio or a similar environment so I am confident I would be able to locate locations with these characteristics with relative ease. • Costumes & Props; - The budget for this production is fairly minimal – due to ease of locations there isn’t any travel needed that wouldn’t normally be made so this reduces transport costs also.. As for costume and props this is where the most money will be spent as it will be about getting the correct actor to play the main character as they have to draw the audiences attention. Without this then there isn’t going to be a very good audience reach as the audience will get bored. • Key Personnel • Rachel West – Director/Producer • Luke Walker - Cinematography • Mark Dale - Gaffer • Will North - Sound

16. PitchFurther Development

17. Unit 59 Project Pitch Rachel West

19. My Idea • My idea is where we feature one main character who will perform a piece to camera. He will begin by saying ‘Listen up’ and from here we will see a series of events that will flash up in a very quick montage. It then flicks back to the opening shot again where the character continues to say ‘youre only here once’. Inbetween each statement there will be a series of events such as a behind the scenes shot of a film crew and then the individual roles. The final switch will be a shot of the character as he stands in front of lots of photographers as they take pictures of him. ‘Somebodies going to make themselves a star, make it on TV, Steal the show. Somebody is going to famous, theres no second place – this is your chance, so take your shot. Somebody is going to do it – so why not you?’ The video will end with a title screen that gives information on chesterfield college, contact deatils and the course details.

20. Style

21. Audience • The video will be mainly intended towards with and age of around 18-25 years old. I chose this kind of idea based on the stereotypical audience that would be attending or looking for alternatives for university.

22. Existing products • https://www.youtube.com/watch?v=kBkzAHuScd8

23. Existing Products • https://www.youtube.com/watch?v=7kVhgKBP1vg

24. Existing PRoducts

25. Resources • Equipment, Locations, Budgets, Transport, Costume and Props

26. Equipment • Equipment: • Cameras: • Canon 600D • Canon 60D (x2) • Lights - LED • Lenses/Filters: • Multiple • Mics/Audio: • Shotgun Mic • Røde DSLR Video Mic Shotgun

27. Market I decided to review and look into the way different advertisers attract their audiences. These videos may be a stray away from the type of promotional I am planning myself however it gains me a good understanding. Dollar Shave Club: https://youtu.be/ZUG9qYTJMsI This promotional video is one that is quite different and generally attracts a different audience to that I am intending my video to however this video is a good example of a GOOD promotional video. Despite the swearing in the video, it successfully manages to address itself across to its target audience by proving that it knows its target audience well . They were trying to attract a younger demographic in men who spend lots of money regularily on razors or shavers. The video has comedic elements to it to maiantain audience attention – despite the simplicity of the video it gained 11 million views online.

28. Market Again, the most successful promotional videos are those that attatch a personal story or life event to it. A good example of this trait is the series of promotional videos that Google released. ‘Google Chrome’: https://youtu.be/p3K88ZufHdI This video is simple and shows off just how Google Chrome has become a part of our everyday lives. The video bases itself on personal experiences – the complete opposite to what some people may argue. The company makes software – to put it simply. But instead of pushing their technology onto us as a viewer we feel a connection with the character portrayed on screen as we will all more than likely use the software subconsciously.

29. Graphs and Charts - Feedback • One thing noted that would benefit my idea would be if I made sure it followed conventions of current competition – however put my own twist on it. Ive decided to set up my framing and subject as though it is an interview however the main charcter then steps out of frame and says ‘ listen up’ • As a viewer I would need to really engage from the second it starts – a lot of the promotional videos I have looked at have just considered of some archive footage of the building and a showcase of the equipment and a couple of interviews. Technically as well, they have been edited together poorly and the sound has been off – to me this doesn’t give off the best impressions. • I wouldn’t want my video to look unprofessional as this will be representing the course and advertising.

31. Equipment Budget - Equipment *The prices in the above table are for if we were sourcing our equipment for an external source. Due to all our equipment being sourced from college, our crew and the studio it means no cost is incurred in this case. However for future reference I have included this information within the document.