Idea

Ideas

treatment

working title  ➤  beats advert

genre  ➤  advert

target audience  ➤  ͐16-25   ͐female   ͐15,000 a year ( student )   ͐white    ͐white british

outline  ➤  my advert is a beats advert. Therefore the main focus of everything in the advert will be the beats headphones. The beginning will be set on a mode of transport commonly used by my target audience, whether that's a train, bus or tube. If its a tube for example, the main character, who is a teenage girl, will be seen walking onto the platform at the tube station holding a pair of headphones. The tube will then arrive and she will get on, once she has sat down and the music changes slightly she will put the headphones on. It will then 'zoom in' to the 'B' on the side of the headphones and change scene completely. The middle of the advert will be a montage of many different people. I would like to include every race, age, ethnicity etc to make the advert much more diverse. This will be on a green screen. To finish off, it will then zoom back out from the headphones and it will be a teenage boy in the same seat as the girl was (replacing her) and then the train will stop and he'll get off. The last 'scene' will be of the beats headphones themselves and the branding.

character breakdown  ➤  I will have 2 main characters in my advert. the teenage girl and boy that I mentioned in my outline. The female character is called Meghan, she is 17 years old, white British and my best friend. She is a model and very photogenic, she's also really into her music hence why I am using her for this project as its relevant. Meg has got a very interesting, pretty and captivating face which draws people in - another reason as to why I chose her to be in this. The 'pretty privilege' is a thing and when pretty people are in adverts it draws the audience in as they want to know who they are and they're nice/easy to watch.  The male character is called Jacob, he is 19 years old, white British and my boyfriend. Jacob is also a signed model so therefore has an eye catching face. I feel as if 'pretty' yet 'different' faces are key for anything that is shown on tv as its not the normal. He is really into his music like me and appreciates good ways of listening to it - this is why he is perfect for the advert as he can relate to the audience and wants to hear music in the best form.

Meghan

Age  ➤  17
Gender  ➤  female
Income  ➤  4,500 PA (still in education)
Race  ➤  white
Ethnicity  ➤  white British

Jacob

Age  ➤  19
Gender  ➤  male
Income  ➤  12,000 PA (apprentice)
Race  ➤  white
Ethnicity  ➤  white British


Visual elements

lighting  ➤  The lighting for this project will be as natural as possible. Obviously I won't be able to use natural lighting for the majority of the filming but even when using different types of lighting I would like it to be as simple and natural looking as possible. This is because if I use lots of different types of lights and different effects it will distract the audience and also make it look much higher end. I want this product will appeal to everybody and by making the advert look expensive it will make people with a smaller income think that they will not be able to afford it which isn't ideal.    

camera angles and movement  ➤  The shot types I will be using in my first and last scene will be the same. I will use either a medium long shot or a mid/medium shot for the lift. I feel as if this will be the most effective and will give more detail of all of the cast members faces without being in too much detail that the message of the advert gets lost. For the collage theme in the middle of my advertisement I will use either a close-up or a big close-up, this is because I want the audience to see the detail on the actors faces and their emotions and these shot types allow this. I also want them to see the date of the headphones which I am advertising and they will be able to with a close up.
there will be minimal movement throughout the advert, this is because I want the audience to not feel as if its rushed and too busy which lots of camera movements can do. Instead I am making it look simple and not too full on which I feel my target audience would appreciate.

editing  ➤ I will complete all of my video editing on Premier Pro. The majority of my cuts will be jump cuts as the middle section of the advert will be fast paced and include lots of people, jump cuts will be the most effective for this as they are also quick and will help with the flow of my 'collage'.

setting  ➤  I would like the first setting to either be in a lift or a tube. The second will be in the studio at the college. This is because a lot of the advert will be filmed infant of a green screen.

props  ➤  The main prop for this advertisement is Beats headphones. They will be in every single shot and always visible as they are what the advert is about. There are no real other props just whatever people have with them etc.

costumes  ➤  there are no real costumes/dress code in my advertisement. The whole point of the advert is to show that the headphones are for normal, everyday people so the clothing will be what the person wears on a day to day basis. Whether thats a suit as they work lots of their pyjamas or just a normal t-shirt, I want everyone to be comfortable whilst filming and not feel pressured into feeling like they have to wear certain things.

graphics    There will be graphics in my advertisement. I will have text throughout the advert giving information about the product I am selling.

Audio elements 

Soundtrack  ➤  The soundtrack to my advert will be sleep sound by Jamie xx. I have always loved this song and wanted to use it for something I made one day. I feel as if its a perfect song for this advertisement as you can hear emotion in it which is an element of pathos. The visual elements of the advert will go in time to the audio and its will all come together nicely.

Effects (foley)  ➤  I wasn't originally planning to have any elements of foley in my advert as I wanted it to focus more on the soundtrack. However if the opening scene is filmed in a lift I may add some noise from the lift. Eg - the hustle and bustle of when people get on, the awkward silence when someone coughs etc.

Music  ➤  The music and soundtrack for my piece is Jamie xx - sleep sound. This has always been a favourite song of mine because you can interpret it in any way, there are no words so no main storyline as such. However I feel as if it goes nicely with my idea of the advert as its quite an upbeat song but not too in your face and loud, quite calm and peaceful in a way.

Rationale  ➤  I chose to do my advert on beats because I am so passionate about music. It was a part of my everyday life growing up and has now made me slightly obsessed with it! I go to gigs and events most weekends to see my favourite artists / dj's. I feel as if i have great knowledge of music and the background of the industry - meaning I can make a good advert that would appeal to music fanatics like me. I also own a pair of Beats headphones and use them on a daily basis, I have had them for around 3 years now and don't know what I would do without them. This also gives my good knowledge about the product and I can reflect that in my advert.

Primary & secondary research  ➤  For my primary research I watch 2 adverts that I feel are the most relevant to the one I am creating and analysed them. I spoke about what I liked and disliked about them and how I would incorporate elements of the into my project.  And for my secondary research I looked at reviews of the advertisements that members if the public wrote and saw how they matched my opinions, if they did. This is very helpful because it not only backs up what I think but it also gives me a taste of what the members of the public think about them and how I can adapt that and make them enjoy mine just as much

Requirements and resources  ➤  My cast will consist of a lot of people! There are two main characters who are Meghan Martin-Lewis and Jacob Galley. The rest of the cast are a mixture of people ( some of whom I don't know too well) and will be in a minuscule amount of the advert

Constraints and Contingency    I believe that the main problem for this advert will be the cast. Being able to get so many people together at the same time on the same day will be very difficult as everyone has different schedules etc. I will try my very best to over come this by either splitting them into two groups depending on what day they're free on or changing my cast and using people that are only free on a certain day to make it easier to film. I also may have been a bit ambitious with the amount of work I have given myself and the small amount of time I have to do it all in.

Legal and Ethical considerations

Proposed schedule

3 Ideas

idea number 1

My first idea was for the advert to be set on a tube. There were going to be people dancing and all wearing beats headphones as someone without a pair got onto the tube. They were in black and white and couldn't see he fun everyone was having - until they put the headphones on then the world was in full colour again. This would have been an element of pathos as it suggests that you will only be happy and colourful if you own a pair of Beats headphones. However this idea was very ambitious and almost impossible to do in such a short period of time.

idea number 2

My second idea for my advert was to be purely logos. No actors just beats and lots of graphics - it was going to be very similar to the apple iPhone X advert in the sense it would have been very informative and faced paced. Unfortunately I am not experienced enough yet to do my vision and I also felt as if the advert could have been bring and I like fun adverts.

idea number 3

My third and final idea for the advert is the one I am currently attempting to do. I felt as if this one was the most achievable and realistic one, whilst being a lot of hardworking at the same time. This idea is still very ambitious and I will have to work hard to compete it in the time frame I have. It is going to be part in a lift and part on a green screen. It will be both elements of pathos and logos, there will be facts and statistics popping up on the screen throughout the advert but will also have a message of you will be happier with Beats. This advert is also going to be diverse - I want the message to be that no matter what ethnicity, ages, gender etc you can wear them, also known as plainfolkes.