Idea 1
The scene begins with an establishing shot of a sofa within a living room designed in the style of which a living room will look like within the 1960s. the scene continues forward with a family jumping onto and sitting on the sofa to then enjoy family time. the family will be wearing generic clothing that is usually associated with the 1960s. facial expressions will be very very vibrant and happy to show that they're enjoying the time that they're having. still keeping the same establishing shot, the scene progresses with the family leaving and crew from the production team rearranging the set and creating a scenery of an 80s living room. the same family will return to the set wearing traditional 80s fashion whilst continuing to enjoy quality family time. this scene repeats where the set changes into a traditional 90s and 00s living room with the cast dressing accordingly. the scene then transitions to a shot of a phone where the living room set in the 00s is on the screen then swiping off into the app with narration stating the essence of the following tradition as a family accompanied by royalty-free music. progressing forward this shows the aspect of the app by allowing us to see how the previous families in the family tree lived.
Budgeting
Camera - the "Canon XA11" is the best option when taking productivity, accessibility, and affordability into consideration. with this, I will be able to create an industry-standard advert for fruit bowl tech. this will cost a total of £992.
Lighting Equipment - as we are shooting indoors for this shoot we will need lighting equipment and Neewer provide a bundle of 2 professional lights for a total of £154.94.
Editors - hiring a confident freelance editor will cost around £48.85 and the service provided will be up to a total of a 20 min run time included color grading, audio mixing, and subtitles. some of these services arent necessary however having them there assures that the service will be top tier.
Crew - for this particular idea only one camera operator is needed as it is a very simple shoot. I will be paying the cameraman around £10 to £14 and I believe that we won't go over the 6-hour mark when shooting so the minimum we will pay is £60 and the max being £84
Idea 2
The scene begins with a tracking shot of a daughter/son (will be decided once casting commences) walking to a dinner table. accompanied by soft inspiring royalty-free music, she sits down whilst being on her phone to join her family for some dinner. the camera then slowly pans into the dinner table displaying it through an establishing shot with a standard family preparing to eat. an eye-level mid-shot of the father proceeds as the father begins to pray for the food. the promotional video will then progress into another establishing shot of a family at a dinner table but this family will be noticeably from a different decade because the clothing worn will be from an older generation and an overlay that will make the video older will be added. this shot is then duplicated but added with another family but this time this family be racially different then followed by another duplicated shot but with same-sex parents. this is done to allow diverse relatability within the video. proceeding this will be a screen going black then and word "Family" will be in the center. Accompanying this will be the start of the narration within the film with the use of the word family. Following this will be a mid-shot of a couple at a fancy dinner looking directly at each other whilst enjoying a conversation. the narration will state "from the beginning" during this scene. the scene after this will be an action shot of another family at a beach with the narration stating "The Middle" with an overlay to allow this shot to look older. the actors will dress how a family would dress to the beach from an older generation. next will be a mid-shot of an elderly couple on a traditional American-style porch looking directly at the camera with the narrator saying "To the end". the video continues with a shot of a family taking a graduation picture for either a son or daughter with the narrator saying "To the good times" and following will be an action shot of a teenage daughter storming into her bedroom with the narrator saying the phrase "To the bad times". Footage of old family video preferably from the 80s or prior will follow this with the narrator saying "for the old times" and proceeding this will be a close-up shot of a baby staring at the camera and the narrator will say "for the new times". the promotional video will slowly turn into a montage from this point. the narrator states "for the sweet times" with footage of a viral video where a soldier returns from deployment then cuts into footage of the famous kiss that Prince William and Kate shared with the narrator saying "Royal times" cutting to footage of the opening scene of the Simpsons where the family sits on the couch together with the narrator stating "quiet times". Continuing forward will be old footage of a child on Christmas opening presents. footage will have to be from the 90s or prior and the narrator will say "festive times". the montage will end with 2 more cuts with the first one being an action shot of a daughter bringing her boyfriend home where the camera panning to her parents where they looked concerned. during this shot, the boyfriend will be dressed very rebelliously with the narration stating "Hard times" and the final shot In the montage sequence will be an establishing shot of a wedding where a kiss happens with the narrator stating "and the wish I had my camera times". this shot will have an overlay slowly added on top of it to allow the shot to look like an old photograph. the camera will slowly zoom out and the photograph like shot will become a framed picture on a wall. the narrator will then state "for all the times that we go through family is everything, cherish the memories and discover more". whilst the narrator states this the photograph shot will cut into different photographs taken for example; the day at the beach, the birth, the graduation, and the family dinner. the video will then cut back to the family dinner and with [insert Application name here] in the center of the screen with the app's logo coming next. because many of the shots are very complicated to work with, I want to give us around a month to complete this pitch.
What inspired my Idea
Personal Experience and Internal Feeling
to be completely honest what inspired this idea me the most was internal feeling. Fruitbowltech wants to promote a product that wants to allow families to connect socially through their app and I asked myself when I think of the word family what came to mind. that's what inspired the majority of the shots. I tried to incorporate my own experiences as well and an example of this would be a memory of the feeling that my family had at my sister's graduation or when my mother remarried. I specifically remember the pictures we took that's why I wanted to implement those specific scenes.
Apple
Apple commercials have a sense of class to them. with every commercial, it can be clearly seen that a lot of thought and effort go behind them. I tried to utilise what I saw whilst looking for inspiration. specifically within the newer iPhone adverts, they use quick cuts to show the speed of the phones and with the more experimental adverts, they show how their products can be used in day-to-day life. I wanted to add both qualities but instead of showing how the app could be used, I gave a reason why someone should use the app by showing the essence of a family which will hopefully inspire someone to use the app.
Family sitcoms
Shows like the Simpsons, the middle, Morden Family, fresh prince and so on all came to mind when I was reading the commission. I tried to replicate some scenes from other tv shows within the pitch and even using scenes from the Simpsons. I am aware that I will need to acquire the rights to use this footage within the promotional video and a plan has been put in place so we can acquire the rights to do so.
Equipment needed
total cost = 5,914.74(Products acquired from hireacamera.com and amazon.com)
Crew
Camera Crew - as I will be directing this promotional video we will not need to hire a director which will allow us to save money. but with that being said we will need a cameraman to man the camera and another one to operate the digital screen to allow us to have a great shot every time. we will pay both employees £13 an hour which will mean the max amount we may be paying is a total of £2,184
Makeup and
Costume Crew
Editing Crew - the promotional video doesn't require any heavy-duty editing such as any CGI and anything along the lines of that. with that being said we will pay the editors a
Actors - to allow as much diversity within the promotional video we will require quite a large sum of actors. in total, we will need to hire 12 actors to represent three actors with 2 supporting characters for the dining scene within the restaurant, 3 more actors for the beach scene, and one more male character to act like a boyfriend within the promotional video. this will come to a total of 18 actors. we will pay each actor over the age of 18 a total of £14 an hour shooting for 6 hours over the course of 4 weeks which will result in a max total of £3,528 as we expect to only have 9 actors above this age and we may not use the all the time that we are shooting with. we will pay actors below the age of 18 £10 an hour which will result in a total of £2,520. with the total being 6,048
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.
Gantt Chart
Moodboard
Contingency Plan
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, there were many ideas that 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.
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 are able to 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.
Time Scale
This pitch is quite complicated to get done and I believe that the whole process of completing this promotional video will take around 2-3 months including pre and post-production as well as the actual shooting of the promotional video. 3 months is a long time however it allows us to have enough time for improvement and make any changes if anything goes wrong during shooting, for example for the beach scene, the weather may not meet the standard that we would like for the scene. not a lot of traveling will be done because most of the shots can be done in our initial area however we are considering every location for shooting. for the shoots indoors such as the dinner table, the fancy dinner and so on, I want to give 2 weeks for this shooting and the scenes where families are at the beach i want to also to give 2 weeks. the beach shots won't two weeks however the two weeks are to be sure that the weather will be nice instead of settling for sub-par weather and risking the shoot. editing I want to give a month for refinement to allow the promotional video to be as clean and polished as possible so a memorable experience can be obtained from the audience's behalf.
Adjustments To Pitch After Conversation With Client
Storyboard
Major changes simplified
After the discussion with fruitbowl tech, we agreed that I will make some adjustments towards the initial pitch that I have created. I've decided to bring the main idea where a family will go through different scenarios that an average family would go through and upload all scenarios from unto the app and share the experiences. Doing this will allow my thesis on marketing an emotion to allow an audience to buy it whilst simultaneously showing what the app can offer. to allow diversity i will still need to cast at most 4 significantly different families whether that be by race, same-sex, and/or age so that more people will feel inclined to use the app. another thing that needs to change is the amount of money being spent and a logical thing that we can do is bring down production time from 4 weeks to 2 weeks to substantially bring the production cost down.
New pitch
the video will begin with a black screen then and the word "Family" will be in the center. Accompanying this will be the start of the narration within the film with the use of the word family. Following this will be a mid-shot of a couple at a fancy dinner looking directly at each other whilst enjoying a conversation. the narration will state "from the beginning" during this scene. the scene after this will be an action shot of another family at a beach with the narration stating "The Middle" with an overlay to allow this shot to look older. the actors will dress how a family would dress to the beach from an older generation. next will be a mid-shot of an elderly couple on a traditional American-style porch looking directly at the camera with the narrator saying "To the end". the video continues with a shot of a family taking a graduation picture for either a son or daughter with the narrator saying "To the good times" and following will be an action shot of a teenage daughter storming into her bedroom with the narrator saying the phrase "To the bad times". Footage of old family video preferably from the 80s or prior will follow this with the narrator saying "for the old times" and proceeding this will be a close-up shot of a baby staring at the camera and the narrator will say "for the new times". the promotional video will slowly turn into a montage from this point. the narrator states "for the sweet times" with footage of a viral video where a soldier returns from deployment then cuts into footage of the famous kiss that Prince William and Kate shared with the narrator saying "Royal times" cutting to footage of the opening scene of the Simpsons where the family sits on the couch together with the narrator stating "quiet times". Continuing forward will be old footage of a child on Christmas opening presents. footage will have to be from the 90s or prior and the narrator will say "festive times". the montage will end with 2 more cuts with the first one being an action shot of a daughter bringing her boyfriend home where the camera panning to her parents where they looked concerned. during this shot, the boyfriend will be dressed very rebelliously with the narration stating "Hard times" and the final shot In the montage sequence will be an establishing shot of a wedding where a kiss happens with the narrator stating "and the wish I had my camera times". each family will be then seen uploading these moments to the app to show the use of the app.
Time Scale
After making many adjustments to the video we will need around 2 weeks for shooting and 2 weeks for post-editing with many things from the initial pitch still standing
Gantt Chart
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