P1(a) initial ideas

P1(a) initial ideas
Meaning The initial ideas are the first ideas i have about my products and what I'm going to do to advertise the product it includes the character breakdown and also the rough outline plus the first ideas i have about lighting locations and also equipment

Its important to do this so that i don't just run head first into a project which could cause the project to not actually have any of the foundations needed to create a professional advert

Working title-Winter works

Genre-Advert

Target audience-The average age of my target viewers will be 18-40

My target viewers will be males the average age of GQs readers is 30

My readers will be the top 30% of earners.

My readers will be upper middle class

My target market will be fashion conscious

Medium-this will be played on a youtube advert before a video because more and more companies are now advertising on youtube because there are millions of viewers daily

my running time will be two min.

Outline

Beginning-The opening scene is a smartly dressed man getting ready to go out. He puts on his shirt does his cuff links sprays his ralph after shave on. He puts his coat on as he gets into his car and he drives his car to the train station(change of clothes). We see this journey externally with a mix of high and side on shots. He gets to the station and gets on the train followed by a mix of internal and external shots of the train.

Middle-He gets into London, steps off the train (change of clothes) followed by a few iconic shots of London including the underground, big ben (change of clothes), walking along the water front / Whitehall Embankment. He gets to his office, walks through the doors (change of clothes) effect changes as he walks through the door. He does some paper work or works on a computer.

End-He looks out over the view of London and walks out of the office puts up umbrella, eagle view comes back down (change of clothes) then text comes up ralph Lauren logo and text then winter collection.

Character Breakdown

Name-Finn Quealy

Age-18

Race-caucasian

Gender-male

Occupation-marketing

Visual Elements

Lighting- I want the lighting in my advert to be mainly mono chromatic because its the winter collection and people link the winter with the dark. There will be no artificial lighting and the lighting will all be done with effects.

Camera movement- I want my camera movements to be smooth as this is a fashion advert for an expensive sophisticated product. You want the advert to represent the product and everyone wants to look smooth in their winter collection and hopefully this will contrast with the high speed rustle and bustle of London

Editing- just like my camera movements i want my editing to be smooth and i don't want it to take any focus away from the clothes he's wearing. The most important part of the editing will be smooth and seamless transition between outfits.

Setting- the setting of my advert will be the commuter journey to London and the office. This is because it will suit my colour scheme and hopefully it will work as a juxtaposition to my smooth clothes and editing

Actors- I only need one actor for this advert and I believe the best person for this ad would be Finn this is because he captures Ralph Lauren’s image and can be made to fit the demographic. He also has screen presence which will allow him to connect with the audience and make it more memorable.

Props- Umbrella with Ralph Lauren logo on it

Costumes- A variety of Ralph Lauren outfits needed for the transitions

Audio Elements

Soundtrack- I wont complain by benjamin clementine

Effects-fade out at the end

Music- I wont complain by benjimin clementine

Rationale

I chose this idea because i have an interest in fashion and adverts and I love London as a city. I have a good knowledge of the city and know which spots will make good locations for the shoot. I'm also a fan of the Ralph Lauren brand. I think this will make a good project because after completing the unit which is based around a music video and shooting video I have learnt the technique of using the camera. This might sound simple but we are using top of the line cameras crammed full with technology and tools to allow you to make the best video. If you don't know how to properly use them the complexity can become more of a handicap thank a help. Also from the previous filming unit I have learnt how to edit video properly. This will allow me to make a professional product. Another technique that will allow me to make this advert is the ability to frame shots well and i was taught this skill for my photography unit.

Primary and secondary research

my cast will be Finn Quealy i have stated above why i believe he is a good choice my crew will just be me.

Equipment

camera

I will be using a cannon video camera. This is a professional level camera which will allow me to capture high definition video and allow me to create an professional advert.

tripod

I will be using a tripod this will allow me to keep the camera level and reduce the shakiness of my footage allowing me to create a smooth finished product

Locations

canterbury west

This location would be easy because it is easily accessible and free to use but I will need to cautious of the weather as it could rain which would cause my equipment to not work.Also a restraint would be the other passengers getting in the way of the shot.

St pancreas

This location would be easy because it is easily accessible and free to use but I will need to cautious of the weather as it could rain which would cause my equipment to not work.Also a restraint would be the other passengers getting in the way of the shot.another restraint would be the cost of getting to the station

trafalgar square

This location would be easy because it is easily accessible and free to use but I will need to cautious of the weather as it could rain which would cause my equipment to not work.Also a restraint would be the other tourists getting in the way of the shot.another restraint would be the cost of getting to the square

London Underground

This location would be easy because it is easily accessible and free to use but I will need to cautious of the weather as it could rain which would cause my equipment to not work.Also a restraint would be the other passengers getting in the way of the shot.another restraint would be the cost of getting to the station

The embankment by Whitehall

This location would be easy because it is easily accessible and free to use but I will need to cautious of the weather as it could rain which would cause my equipment to not work.Also a restraint would be the other tourists getting in the way of the shot.another restraint would be the cost of getting to the waterfront

St Ermins hotel

This location would be easy because it is easily accessible and free to use but I will need to cautious of the weather as it could rain which would cause my equipment to not work.Also a restraint would be the other tourists getting in the way of the shot.another restraint would be the cost of getting to the hotel

Constraints and contingency

Weather

It might rain this would cause me to not be able to film so i would have to reschedule my contingency plan is having multiple free days just incase i can't get all my film in one take

People

People could become a constraint because I'm filming in London which is a busy city this could mean that someone might walk in front of the shot which would means I couldn't use it. contingency would be i am going to take my computer with me which will allow me to see if the shot works and i will give my self enough time to re shoot if my footage is poor

Legal and ethical consideration

Music

I have sent an email to the artist of my music concerning the usage of the music this will allow me to avoid any copy right infringement.

the hotel

i have talked to the manger and he said ti would fine for me to film inside his hotel

Time scale

Filming : Tuesday 6th October - Full Day

Editing : Friday 9th October - Onwards

Equipment

Canon 7D

Rode Mic

Tripod

50mm Lens

80mm