P1: Produce a proposal for the original media product to meet the client brief
P2 : Create a sample material to support the proposal
Proposal - Stopover Cambridge
This promotional video will show some of the most cultural spots in Cambridge including Cambridge University. It will also cover the importance of having different cultures and the effect of it on the people of Cambridge. I aim this short promotional video to be around 5-10 minutes. It will be a non-fictional product and it will be a promotional video. As the promotional video is about culture in Cambridge, I researched the definition of culture in the Cambridge Dictionary and the meaning is "the way of life, especially the general customs and beliefs, of a particular group of people at a particular time". I also think that culture is this, therefore, I'll go with it. I aim to make this promotional video suitable for everyone, and I will be targeting it towards people from ages of 16-35, all cultures and all genders. My main target audience will be the judges of the competition, and the promotional video will be tailored specifically for what they want to see in the promotional video. My secondary target audience is the people from all around the world who would like to come to live in Cambridge or know more about Cambridge. |
The goal of this promotional video is to win the competition of culture or be the top preference of culture to the judges. This is what the client wants for their brief.
The other goal is to present Cambridge as a cultured place with many tourist and locations to go around.
The video will be showing wide angles and pans of the city so the audience can see the people and locations I have chosen. For interviews, I will be using mid shots and close up and for the discussions and wide shots and mid shots to capture the people walking down very dense areas of the Cambridge's streets to show a large amount of tourist and citizens. One large convention that most promotional videos use is the use of colour in the city or location that is being promoted. This represents the city as a vibrant and fun place, I will be accomplishing this by showing a large number of people walking down the streets in a sunny environment, the different colour in clothing worn by people will give this effect. I will also put in an editing technique which would be enhancing the colours of the environment to make it look more appealing to the judges and the audience.
For my writing I want it to sound friendly and relatable to a whole family, meaning the voice will have to be young and the writing style will need to sound more laid back but yet formal and fun. For my background music, I want to use music that the judges and the audience won't get bored at, and it still sounds friendly and appropriate for the promotional video.
For my music in the background, I want it to have energy but yet it doesn’t distract my audience like the judges from the promotional video. Therefore it will be relaxing but yet have a nice upbeat. It will also be suitable for young audiences and older audience like parents and elderly people. In terms of narration, I will be asking someone to voice for me as they have a friendly and a nice voice to hear. This is because I want the audience to be focused on what the narrator is saying and have no trouble hearing her voice. The voice of the narrator will also be relatable to a young and teen audience.
I will only need help in the narrating of the video as I am more confident in someone else doing it do to my accent not being British. I will be capable of doing the shooting around town as I have experience with shooting on a camera for projects. I trust that I will be able to do the shooting for myself and the help of one person narrating is enough.
For my equipment during production, I will need a camera that can shoot in high quality, a tripod to hold the camera in position, a lavalier mic to pick up the voice of the narrator, interviewees and interviewer's voice and a smart device to record the audio. For post-production, I will need a computer with the app Final Cut Pro or iMovie. In this promotional video, I will be the director, editor, sound operator, pre-production planner, scriptwriter, story-boarder, researcher, and location scout. I will need help with narrating if possible and camera operating, and either a friend or classmate can perform these two jobs.
The media product can be distributed in several ways, for starters, it can be distributed online by using the Cambridge Council main website and social media like Facebook and Twitter. It can also be distributed through the competition's website and their social media.
I will be creating a promotional video for the upcoming event where judges will decide on the best promotional video which promotes the culture of the chosen city. The video will be showing some specific places like roads with multiple cultural locations for people and tourists to see.
I think that my production video would have a Universal BBFC rating as the promotional video is suitable for all ages and demographics of people. There won't be any material that is not suitable for an audience like children. It will need a BBFC rating as it will be shown in a theatre with a large audience so it important that people know that the video is friendly for all of them.
Inspirations
I will be using this video as an inspiration because of the number of different shots they use the promotional video for Hong Kong. The video shows many locations with many people being shown shopping or doing various activities. 00:19-00:23, the video shows wide-angle pans, I will try to use something similar, and the quick cuts. 01:45-01:50, the video shows a large number of people walking in the streets, I aim to do the same exact thing. |
I took inspiration on how this promotional video uses very upbeat music and the editing style of the video is fast-paced. Also, the use of black bars makes the video more cinematic and professional. I would want my promotional video to be like this one because of the high quality of pre-production. 01:05-01:08, this is another example of a promotional video showing a large number of citizens and people walking down the streets. |
Script first draft
Ideas for audio-visual product
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Font style used for any text on screenFFor my promotional video I will be using the following text, this out of my top 4 choices. I selected the following because of the appearance and impression it could give the audience.
1- The first one seems more normal and nothing unusual about it, I picked this one as people could read the title and not opinionated on the text of the title. 2- The second one seems more suitable for young people as it is the typical text used for American high schools. 3- Compared to the rest, this is the least likely text I will be using as it may give the audience the wrong impression of my promotional video. It gives a child like a vibe in my opinion. 4- The fourth one is the best one as it looks smarter and organised and this is what I am looking for in my video. |
M1 Justify content, distribution and marketing methods identified for the planned production to meet the client brief
My client is the Cambridge City Council, they have requested me to produce a promotional video that demonstrates the different cultures within Cambridge. They will be needing a good quality audio visual promotional video as this will be published most likely on their website and shared throughout the internet. The content I make should show the inner beauty of Cambridge’s mix of cultures and this can be found in the most popular areas of Cambridge such as City centre.
I plan to make a promotional video that will show Cambridge’s cultural varieties by showing different shops, restaurants, architectures, and buildings that can show Cambridge's mix of cultures amongst its people. I will be using locations like restaurants because of the wide range of cultural restaurants that can be found in Cambridge like Asian and South American restaurants. These cultural businesses are often owned by people who are native to the country they are advertising, this supports how cultural Cambridge is because of the number of different nationalities of people in Cambridge.
My material will be realistic as I will be showing everything with a camera and also showing directions for the people who are interested in touring around Cambridge.
My content will also be feasible as I will directly ask for permission to film in most public areas. I will also be leaving the name of the location in case
people desire to visit the location.
I will be required to gather all the footage on my own whilst using cameras and tripods which could make it difficult to carry around the city. Another concern may be the chances of having bad weather, this could ruin the promotional video as if the environment is shown to be cloudy or rainy, it could be seen as uninviting, I will be needing to pick carefully the days I go film as I aim to have a sunny day for filming. I will be needing to gather permission slips from the locations I decide to shoot, some of the complications I could run into like if the restaurant manager or location managers don’t allow me to film. Apart from those three concerns, I believe that the content I have provided is quite feasible all I will be needing is a camera and a tripod for filming, I won’t be needing to hire any actors which means I don’t need to rely on anyone’s schedule. By using the equipment at my disposal such as the high definition camera and professional editing system like Final Cut Pro.
Once the product has been produced, I will be sending an mp4 file that can be distributed digitally using their social media and website and more. Using a digital copy to distribute the product has many benefits today as it can use platforms such as Youtube and Vimeo to distribute videos to a very large audience from all around the world for free. Youtube allows the public to copy links of the video and embed them into other websites, this will be allowing the client to place the same video in different locations depending on the audience, these features make this method of distribution very feasible for the Council to use. Another method of distribution would be making advertisements on several websites where the audience would be required to see advert before watching their content. Some of the services that allow companies and organisations to do this are catchup services like ITV and Channel 4. The audience reach for these two catchup services are mostly middle-aged working individuals, this can be a benefit as people of these ages may already have a family and find appeal towards the promotional video as it is a great location for visiting. Although this method is less feasible due to the higher budget needed for advertising and distribution. One method that could work is using physical copies such as DVD which can be made cheaply, it can be distributed anywhere nationally. This method is typically used less as the digital method offer a bigger audience whilst distributing for free internationally.
I believe I will be able to carry out this production as I have an idea of all the location I will be wanting to use for the promotional video. I have experience using cameras and editing so setting up equipment in town wouldn’t be a difficulty. The skills that will be required of me to carry out this production would be directing, editing and camera work, I feel like I have the appropriate skills for this as I have utilised these skill in previous productions. Carrying out this production on my own will be a new experience for me, but this is good as I won't be relying on anyone to show up for the production days which will give me more flexibility shooting times.
The content I have chosen has been included because it best displays my proposal and plans out clearly with all the headers, what I’m wanting to create, my pricing on this product and how it would benefit Cambridge.
I would recommend the client to market this product through their social media and Cambridge website. Marketing it through these methods is free for the client and would have no difficulty for showing the city of Cambridge to interested audiences. As this video is meant to be for all audiences, distributing it on YouTube would be the better choice as you can reach a worldwide audience and can recommend a video to those who have shown an interest in Cambridge.
One way I would choose to market my product towards the audience in the digital age would be through YouTube, this is because YouTube is worldwide service that is able to show videos to audiences all around the world. Also using YouTube can have many benefits such as for the budget as it is free to use and is the ability to publishing the video on any popular websites by embedding the link of the video. Another benefit from publishing the video on YouTube would be having it recommended to people who are interested in finding touristic areas, typically these people would have a lot of disposable income which would make them suitable to visit Cambridge. Another way that I would use to market my product would be through joint ventures with places like Fitzwilliam Museum, I would ask for my video to be shared on their social media and website which would draw in their audiences to my video.
I plan to make a promotional video that will show Cambridge’s cultural varieties by showing different shops, restaurants, architectures, and buildings that can show Cambridge's mix of cultures amongst its people. I will be using locations like restaurants because of the wide range of cultural restaurants that can be found in Cambridge like Asian and South American restaurants. These cultural businesses are often owned by people who are native to the country they are advertising, this supports how cultural Cambridge is because of the number of different nationalities of people in Cambridge.
My material will be realistic as I will be showing everything with a camera and also showing directions for the people who are interested in touring around Cambridge.
My content will also be feasible as I will directly ask for permission to film in most public areas. I will also be leaving the name of the location in case
people desire to visit the location.
I will be required to gather all the footage on my own whilst using cameras and tripods which could make it difficult to carry around the city. Another concern may be the chances of having bad weather, this could ruin the promotional video as if the environment is shown to be cloudy or rainy, it could be seen as uninviting, I will be needing to pick carefully the days I go film as I aim to have a sunny day for filming. I will be needing to gather permission slips from the locations I decide to shoot, some of the complications I could run into like if the restaurant manager or location managers don’t allow me to film. Apart from those three concerns, I believe that the content I have provided is quite feasible all I will be needing is a camera and a tripod for filming, I won’t be needing to hire any actors which means I don’t need to rely on anyone’s schedule. By using the equipment at my disposal such as the high definition camera and professional editing system like Final Cut Pro.
Once the product has been produced, I will be sending an mp4 file that can be distributed digitally using their social media and website and more. Using a digital copy to distribute the product has many benefits today as it can use platforms such as Youtube and Vimeo to distribute videos to a very large audience from all around the world for free. Youtube allows the public to copy links of the video and embed them into other websites, this will be allowing the client to place the same video in different locations depending on the audience, these features make this method of distribution very feasible for the Council to use. Another method of distribution would be making advertisements on several websites where the audience would be required to see advert before watching their content. Some of the services that allow companies and organisations to do this are catchup services like ITV and Channel 4. The audience reach for these two catchup services are mostly middle-aged working individuals, this can be a benefit as people of these ages may already have a family and find appeal towards the promotional video as it is a great location for visiting. Although this method is less feasible due to the higher budget needed for advertising and distribution. One method that could work is using physical copies such as DVD which can be made cheaply, it can be distributed anywhere nationally. This method is typically used less as the digital method offer a bigger audience whilst distributing for free internationally.
I believe I will be able to carry out this production as I have an idea of all the location I will be wanting to use for the promotional video. I have experience using cameras and editing so setting up equipment in town wouldn’t be a difficulty. The skills that will be required of me to carry out this production would be directing, editing and camera work, I feel like I have the appropriate skills for this as I have utilised these skill in previous productions. Carrying out this production on my own will be a new experience for me, but this is good as I won't be relying on anyone to show up for the production days which will give me more flexibility shooting times.
The content I have chosen has been included because it best displays my proposal and plans out clearly with all the headers, what I’m wanting to create, my pricing on this product and how it would benefit Cambridge.
I would recommend the client to market this product through their social media and Cambridge website. Marketing it through these methods is free for the client and would have no difficulty for showing the city of Cambridge to interested audiences. As this video is meant to be for all audiences, distributing it on YouTube would be the better choice as you can reach a worldwide audience and can recommend a video to those who have shown an interest in Cambridge.
One way I would choose to market my product towards the audience in the digital age would be through YouTube, this is because YouTube is worldwide service that is able to show videos to audiences all around the world. Also using YouTube can have many benefits such as for the budget as it is free to use and is the ability to publishing the video on any popular websites by embedding the link of the video. Another benefit from publishing the video on YouTube would be having it recommended to people who are interested in finding touristic areas, typically these people would have a lot of disposable income which would make them suitable to visit Cambridge. Another way that I would use to market my product would be through joint ventures with places like Fitzwilliam Museum, I would ask for my video to be shared on their social media and website which would draw in their audiences to my video.