Elise Erin lee
UAL
Extended diploma
in Creative Media Production and technology.
Pre-Production
Proposal
Objectives of production
What do you hope to achieve?
How will you meet the objectives of your company?
When creating the advert as a team we are hoping to sell the product and to show case the tick as best as we possibly can. We will meet the objectives of the company by using brand awareness to keep the advert as close to the original Nike adverts as we possibly can.
The Product
Which product(s) will you promote and why?
We will not be promoting just one Product but instead will be promoting many Nike items from sports trainers to casual trainers and also some sporting clothing. To showcase what Nike has to offer for all different types of people. All over the world.
Research
How has your research been used to inform this idea?
Nike focuses on the sports element. This means our ad will focus on the sports element as this is who Nikes main target audience are and these are the people who will be most interested in investing in the Nike brand.
Target Audience
Primary target audience (demographics, psycographics , socio-economic status.)
Secondary target audience. (demographics, psychographics, socio-economic status.)
Our target audience is non gender specific however we do have an age gap we would like to address which will be 18-35 year olds as these would be the people that would be able to afford and would be interested in investing in Nike, we would also like to target our advert at people who are sporty and our interested in keeping healthy and fit they should also be working class-middle class as those would be the people that can easily afford different Nike products. Our secondary audience will be teenagers from the age of 14-17 who should also be in the economic status of working class- middle class as these types of people spend a lot of their time on social media and therefore will see the hashtag and will then be interested as it is Nike and everyone knows Nike.
Advertising techniques
Which advertising techniques will you use? How will you use them? why have you chosen them?
The advertising technique that we are planning to use as a group is pathos to accommodate how Nike usually create their adverts and they have a wide fan base which tells us that there adverts work and that the public who watches them enjoy them. We will be doing this by showcasing the products exactly how they are meant to be used this way the target audience will see what we are trying to get across in our adverts.
Viral marketing strategy
What is your strategy to make this campaign viral? Do you have a hashtag or audience content element?
Our hashtag is #Howyoutieyours and our strategy is showing how different people tie their shoelaces as we feel that this is an everyday task that people do all the time but not everyone does it in the same way. Also this is a topic that hasn’t ever really been touched on before by anyone else so therefore it is an original idea and could easily go viral.
Duration
Justify the duration of your viral advert
Our advert will last 30 seconds and most of the shots will last around 5 seconds each shot. We have chosen to make our advert this way so then it isn’t too long but we also get the chance to still include many Nike products and from my research I remember Nike adverts being 30 seconds or longer.
Mode of address
Direct,indirect etc and why?
Direct at the end of the advert to the audience asking them how they tie their laces.
Types of contributions and location required
How many actors do you require? How will you cast? Which specific locations do you require and why?
We require 3 people minimum at the ages of 16-18, the locations we hope to use are Stockwood park running track, the TV studio and hopefully a skate park.
Props/Costumes
Detail all prop and costumes demands for the viral advert
We are going to need different types of Nike shoes, different types of Nike sportsgear. We will also need a football, basketball, boxing bag and skateboard as these are all the different sports we are looking to include in our advert.
Synopsis
Explain the story/content of your viral advert
Our advert will be a montage of different sports being played by different people but we will make sure that there is always shots of them doing their laces. The sports we will be showing is football, basketball, running, boxing and skateboarding
Narrative structure
What narrative structure techniques will you use and why?
We will be using realist, people playing sport.
Production techniques
Which production techniques will you use and why?
The entire advert is going to be a pack shot, we will be using natural lighting and a green screen.
Distribution method
Where will your advert be distributed and why?
Our advert will be distributed on Youtube, twitter, Instagramwith the hashtag and will start trending
Diary entry 13/11/2017
Today as a group we all discussed our proposal and we went through a list of lots of different things to go through and give answers to. After this we spent the rest of the day writing up our proposal and making sure we each new what the synopsis of the advert was inside out as we knew that this is very important to make sure that the production of our advert goes well.
Diary entry 14/11/2017
Today we held a production meeting and discussed how we should plan our pitch for tomorrow morning. I also finished my proposal today which took me some time as I wanted to make sure that it was full of detail, I also had to change some little bits such as the target audience because of the production meeting this morning when we decided to change it to be non gender specific. In the production meeting we also discussed everything that could go wrong while filming and how we can make sure that this does not happen and if it does how to overcome these problems. Overall it was a productive production meeting and we got a lot cleared up and smoothed out.
Pitch
Pitch powerpoint
Evaluation
Today during our lesson my group and I delivered our pitch to the class, we spoke about our idea and how we plan to make the advert go viral. After presenting the pitch to the class there was a few questions regarding our synopsis , such as "could you expand on the synopsis?" when being asked these questions it made our group re think our idea when this question was asked I answered by saying that the original idea did get a bit lost when planning and everyone jumping in with different ideas. After watching the rest of the pitches we came together as a group to discuss how we could've improved our pitch and how we are going to improve our advert because of the unclear synopsis. We then decided to make our narrative way more clearer than before. Our final idea is similar to the other in the sense that we will still be showcasing the Nike brand and the hashtag will stay the same however we are going to focus more on the inspirational side of things we will do this by showing people going from running on the street to running on a professional track another example could be when someone is practising basketball in one of the ghetto courts to playing in the college sports hall which we are going to make look very professional. We have decided to do this because we want to link it to what Nike is kind of about which is mainly trying to inspire the younger generation. As a group we all feel that by completing the pitch we have learnt a lot and gained a lot of knowledge that will help us when creating the advert. I feel that as a group we performed quite well considering for some of the group it was the first pitch they had ever done. The only thing is that I would say next time as a group we should definitely practise more as when we were delivering the pitch to the class one of our slides which showed examples of what inspired us did not work and because we didn't check this and it throw the group off completely so I would say that next time we have to deliver a pitch we need to make sure that everything works before we present it to the class. Overall I do believe that as a group we did perform well but with some changes we can be even better the next time.
Final script
Script draft
Diary entry 20/11/2017
Today in lesson as a group we came together to write our script for our advert, at first we were told that we weren't being descriptive enough and that the script wouldn't make sense to anyone from outside the group. So we changed the script to be way more descriptive than it was before. We then shared our script with different members of the class and got feedback from them. They mainly said that one of our transitions was wrong and that we wrote fade in in the wrong place. We then came back together as a group and made these changes to the script, after this we assigned ourselves what paperwork we would undertake. I will be doing the treatment sheet and alongside two other group members I will be helping out with the shooting list.
Pre-Production paperwork Director
Treatment sheet
Diary entry 21/11/1017
Sound plan
Today the whole group went to Wardown Park in Luton to carry out a location recce, we looked around the basketball court because we are hoping to film a scene there. We listened to the sound that is around the location and how we plan to avoid the loud car sounds. We then came back to class and carried on with the Pre-production paperwork. Tomorrow is the deadline for the paperwork I have managed to complete most of what I need to do which means tomorrow I should not have much work to complete.
Test shots
This is the test shot we did for the running scene, I think it went well and that they way it was filmed reflects the way I as the director had visioned it to look like. When filming I hope to use a similar looking shot, the only improvement I would say we should make is editing out the background sound so we can not hear the cars or the wind in the background. When filming next week the actress will be wearing Nike trainers and nike leggins so that it will fit in with the advert and she will run with more energy so that it will look better for the advert. Doing this test shot has helped me because I now understand the importance of test shots because now we will hopefully avoid somer problems during production.
In this test shot we were practicing the 360 shot of the shoe, in the video the person is not wearing Nike however other than that the shot does not look too bad. We have a few issues with the focus of the camera at first however this is not the camera we are going to be using during filming. When filming the 360 shot the camera angles do look a bit wobbly and therefore do not look very professional. However when filming this will be fixed as we will have a tripod that will help us keep the shot straight. From doing this particular shot it has helped me because it has taught me that we will need to use the tripod when filming to keep it straight.
In this shot it shows the actress practicing with the basketball, the only issue with this shot is that we could not find a basketball and therefore had to use a dodgeball which was not bouncy at all because of this the shot did not look the way we had intended it to look. However the actual camera angle does look very good which is what is the most important. As director I am happy to use this type of shot in the production of the advert. Doing this shot has taught me that in production we need to make sure we have all equipment to ensure we have the best shot possible.
This shot is a close up of the Nike shoe, as director I think it would look better if it is an extreme close up of the shoe as it is the brand that we are advertising and therefore I feel that it should be showcased. I also feel that the shoe should not be stomped down on the ground then zoomed into but the show should already be on the ground then do a 360 rotation shot as I feel that this would look so much better and more professional. When filming as director I would not like to use this shot in the advert because of the reasons I have already stated. Even though I do not like the shot it has taught me how things should be shot to make them look good and high standard.
Diary entry 22/11/2017
In todays lesson we all finished our pre-production paperwork and then took the cameras outside to run some test shots, we took lots of them but used four in total, the shots were running, the 360 rotation shot and basketball. All the shots went really well and they looked really good. Most of them were how I had wanted them to look, there are a few things that need to be changed to make them look and sound better however from doing and analysing the shots I know how to avoid or edit out these issues in either production or post-production. Next week we will be starting to film which should be really fun however we just need to make sure that we have all the equipment and not just technical equipment, we need sporting equipment such as footballs and basketballs to ensure our filming runs smoothly.