Commission
FruitBowl-Tech has approached me to create a promotional video for their latest product, a mobile-based social media application that allows users to share their family history and family tree to not only allow people to learn more people about their family but to also discover new members that they didn't know they may have had. The app will have basic social media features such as an integrated chat system for family members, a timeline/feed, and many other features seen within modern social media applications. the promotional video should present a very friendly and welcoming atmosphere for the audience. the content within the promotional video must also express the essence of the brand with the main messages portrayed are the importance of keeping contact with members within your family tree. The success of the promotional video will be assessed by app registration, brand engagement, and "buzz" in the press and social media.
Primary Research
For my promotional video, I wanted to gain a lot of information to aid this production and this resulted in me conducting a questionnaire for the main target audience that fruit bowl tech is wanting to cater to, ages 24-60. this questionnaire was distributed through various social media platforms such as Facebook, Instagram, etc, and in the said questionnaire, you can put your age inside which allows me to filter down what category said what. I made a post asking people to participate anonymously on a google questionnaire. this data will consist of qualitative and quantitative data to aid my production in the highest form possible. the quantitative data were mainly multiple-choice questions and the qualitative ones were rather more detailed. the results are based on 100 participants.
The first question I asked was "what main social media allowed you to find this questionnaire". the majority of participants stated that Facebook and youtube ads were the sites that they used for this questionnaire with 40% being youtube and 30% being facebook. as these are the top two results it should be clear that these should be the sites that the promotional video is advertised to.
The second question I asked was "in an advertisement, what is most important to you". we allowed the user to give an answer. with this question, visual appeal, creativity and a clear understatement of what's being advertised are what I was able to gain. this information is very helpful as it will allow me to create a pitch knowing what generally people looked for in an advertisement.
The third and final question I asked was "which ways do use your social media". the answers I found varied quite a bit. however, the majority of people said they use it to promote themselves to other people instead of keeping up with family. this is especially helpful as I can keep the promotional video family orientated as that's the main purpose of the promotional video.
overall I believe the questionnaire has helped as I have gained a better understanding of what I want to do for my production. for example, I've gained what sites I want to post the promotional video to and what I need to include in said video based on people's responses to the promotional video.
Secondary Research
- According to Pew Research’s most recent social media fact sheet, 69% of adults between 50-64 and 40% of those above 65 use social media.
Perhaps more interestingly, 41% of Facebook users are 65+. Furthermore, as of the third quarter of 2019, Statista reported that 58% of adults above the age of 56 use YouTube
YEUNG, C. AND YEUNG, C.
Social Media Usage Statistics By Age: Marketing to Adults Aged 50+
- 1 social media platform for those aged 65 or more years is Facebook, but Facebook is No. 2 for all other age groups (18 to 29, 30 to 49, and 50 to 64). YouTube is the second most popular form of social media among those aged 65 or more years, but it's No. 1 for all other age groups
BOWERS, L. AND BOWERS, L.
Older adults alone in their top social media platform choice - News - McKnight's Senior Living
Competitors
Naturally, big social media companies such as Facebook will be one of the main competitors for the pure sake of the field that fruit bowl tech is entering. according to studies, 41% of Facebook users are above the age of 65. Similar to the product that fruit bowl tech is providing, ancestry also offers similar qualities but lacks the communication and connection that what fruit bowl tech promises to put forth. the demographic will mainly stem from these users.
Audience Research
The audience we're looking at for this video is 24-to-60-year-olds who fall under the ABC1 band.
The purpose of the promotional video is to market an application to an audience of explorers, mainstreamers, and aspires. to reach the mainstream audience I have to ensure that the promotional video is modern. to add to this I can search social media trends and try to implement them within the promotional video without it feeling forced as that will deter the audience. another thing to attract a mainstream audience can be implementing a celebrity endorsement however the only con to this is that to get a recognizable celebrity for the promotional video will be very pricey. to attract an audience of explorers I need to allow them to obtain the sense that the application is globally allowing you to connect to people all around the world. instead of me doing that in a literal sense I can curate scenes that anyone can relate too therefore the promotional video can become universal. to attract an audience of aspirers, I can show the essence of family and hope that it inspires them to go on the app and find people within their family tree.
Location recce
Airbnb -
this Airbnb is a nice spot with a very modern atmosphere within the dining room. it's a large space that will allow all the needed crew members to have a space to live as it has 16 rooms. this will cost a total of £10,699
This location is also in a great position as it is near bristol were we able to shoot footage at a five-star restaurant to shoot at. a letter will be sent to the restaurant to ensure we're able to shoot at the location.
The location is very beneficial as it's quite close to a commercial beach. the only problem we may face is that we either have to find a spot on the beach where there are no citizens or shoot at a time where no one will be there. the only downside is that is too big and will not give the average family orientated feel the promotional/
This Airbnb has a more homely feel yet less space for a production team so we will have to book hotels for the production team close to the location. to be honest this location isn't really suitable as it's too small to give a family feel.
I believe this Airbnb will be perfect as its a great as the location is close to many beaches around the area. it has a modern feel to appeal to mainstream audiences and the size is quite homely to allow it to feel family orientated. the only problem will be that there's not enough space for the production crew to stay
Beach -
as most of these Airbnbs are located in bristol we will have to travel to neighboring beaches and luckily they're a variety of beaches located near bristol and I've picked three we could use.
Weston super mare
this beach has nice scenery that is very fit for a family day out which will be perfect for the shoot. the only problem is it's very commercial so we will have to be careful when we shooting so we don't have any unwanted faces appearing in the shoot. another problem will be the distance from bristol as it's further out than Portishead beach
Portishead Beach
this beach is quite quiet which will mean we won't need to worry about many faces appearing in the shoot. it's quite close to the Airbnb in question compared to the other Airbnbs. water is very clear so it will look very clean in the final production
Final Choice -
My final choice in Airbnb location will have to be the third Airbnb In question as to its a smaller flat however it's the perfect size to replicate the vision that I have in my head. it appears that in the area there are neighboring restaurants for some of the scenes required. the price of Airbnb is also very affordable which will mean our production price has come down subsequently. the scenery in said Airbnb is very modern and this will attract a more mainstream audience. an audience that fruit bowl tech is hoping to attract. the beach we will be using is Portishead beach as it is quite close to Airbnb in comparison to Weston super mare beach. we will have to get a coach there but we've planned to prepare for said decision. Portishead beach happens to be very quiet meaning that we won't have any problems actually shooting here but we will need to send a notice to Portishead council that we are filming at certain times./
Equipment and Software
To capture a perfect image I will be using the "Canon XA11" professional camera, a camera typically used for commercials and professional videos, costing around £992. Most of the received budget will go to equipment with this being the main purchase the reason for choosing this camera is because that it comes with a 26.8mm wide-angle zoom lens with a fast f/1.8-f/2.8 circular aperture whilst providing 1080p footage. also, I will be buying a tripod to mount the camera. Neewer makes heavy-duty tripods for heavy cameras at affordable prices so I will be looking towards there for a tripod. I will hire a cameraman to operate the footage whilst begin shooting for the commercial.
Next, I will need lighting equipment and the equipment I have chosen to buy Neewer 2 Packs Advanced 2.4G 480 LED Video Light bundle. it comes with 2 lights at an affordable price that will aid the shoot. as I plan to shoot indoors I will not need any reflectors for my lighting.
to record the narration Ill be using the Rode NT1. this mic is the studio standard when it comes to recording allowing the advert to be as professional as possible. to record said audio ill be using Audacity as it is free and easily gets the job done with its simple interface. we won't be recording audio on set as I will be using royalty-free music to create a warm feel for the commercial. to edit the final product we will be using is premiere pro. I will be hiring an editor to do said editing to once again allow the commercials to professional. [OLD]
for a lot of this production, I will be renting a lot of equipment instead of my previous idea of buying equipment. This means not only I will save money but also have a larger variety at hand when it comes to renting instead of being wary of what I want and have to buy to save as much money as possible. with that being said. the items that I will be purchasing are stated in the graph below.
total cost =
(Products acquired from hireacamera.com and amazon.com)
after doing immense research on all items listed on the graph, I have decided that these are the most suitable and adequate items needed to make the shoot memorable. the Canon EOS C500 is a camera beloved by many filmmakers for many many reasons and it would be wrong not to use this. I am accompanying this with a monitor screen so we can see what we're shooting and not make any mistakes during production. for the shots on the beach, we will be using a crane for action shots and a standard tripod for the majority of the shots used. the standard will be used of the indoor shots such as scenes in the Airbnb flat and in the restaurant.
Music
When it comes to adding music to my production I have many options to pick from. one of the options will be adobe stock audio. this is free software for anyone with an adobe software license meaning that we won't have to acquire any royalties and use the music freely in the production. youtube is also another alternative that can be used. we would search for royalty-free music and apply it to the production when editing. the music i intended to have in the production will be very welcoming and joyful to allow the production to feel inviting to the audience and add to the theme of the actual video. when it comes to instrumentation I hope to use a piano in an upbeat manner to fit the fast paste montage sequence but hopefully not too fast pace. an option that I hope not to go to is hiring a freelance band or pianist to play over the montage sequence will make it feel more unique and memorable
Costume and props
Clothing - the clothing will vary between many scenes depending on the location. for example, during scenes within the home, the clothing worn will be very casual either outdoor wear such as jeans and hoodie or anything in the casual light and pajamas or anything that indoor manor. clothing will also be fancy during scenes in the restaurant and swimwear will be used and things related to sunny weather such as sunglasses, beach towels, and other accessories will be implemented. a family will dress fancy during the scene of the graduation so a cap and gown is needed
Props - props will be used accordingly and directly to the scenery in the promotional video. an example of this will be candles and food in the restaurant scenes and implementation of the colour red through the restaurant scene. the scene within the beach will include different items such as coolers, beach umbrellas, beach towels, beach balls and etc.
Contingency Plan
Location - when shooting indoor shoots, to acquire a place to shoot an Airbnb will be rented out to allow the promotional video to have more of a homely atmosphere. this will be sorted during post-production however if we are not able to secure a location through Airbnb, we can rent a production studio to allow us to shoot the scenes. This will be more expensive than the Airbnb recordings and more complicated as we can work around the already furnished house when shooting instead of building our own.
Copyright - there's a chance where the BBC and 20th Century Fox won't allow the use of the videos for our promotional video, but a plan has been put in place to compensate for said footage. for the footage of the Simpsons, replica footage will be added where we will take inspiration from the opening credits from the Simpsons as it's very iconic not to use within the promotional video. During the process of coming up with ideas, many ideas did make the final ideal pitch that we want to put forth. For a replacement of the footage of William and Kate's kiss, we will replace this with an idea that didn't make it to the original pitch. we will send out copyright letters so this will disrupt the flow of production.
Travel - travel will be provided to all working members via tour coach hire to neighboring beaches and other locations needed. this means we can carry all heavy-duty equipment with ease to all locations.
Equipment - when it comes to the equipment we may need extra sd cards and batteries to make sure that we don't have any problems whilst shooting to ensure that we won't we shall bring as many batteries and sd cards/have large sd cards on-site whilst shooting. On the odd chance that equipment breaks, as most of the equipment is rented we will have to pay a fine to compensate so a safety check will take place before shooting
Replacement of actors - actors may happen to fall ill or may not be able to come to shooting. in the case of this happening, we will have to rent the cameras out for a longer period and shoot longer to allow us to follow the schedule as closely as possible.
Denial of shooting in requested space - when looking for a location, we had many options to chose from so to ensure nothing un-ordinary happens, we can send notification emails out to the locations to let us shoot there.
Cast and crew
hopefully, we are able to cast a lot of the families needed in bristol to save hassle on our end however we a prepared for the worst. to acquire these roles we will post a job role on job sites such as indeed and even put some on social media to attract more families with the rates were going to pay them and hopefully were are able to get the role done. for authenticity, we would want an actual family but to save time we may have to group ethnicities together and work with that.
Comments
Post a Comment