Promotional Video (3, Draft)

Promotional Video 

Gantt Chart
Firstly I have made this gantt chart to help me stick to guidelines when producing the promotional video, the gantt chart includes the shoot plans, and the second shoot plans to get all the left over bits we might have missed from the first shoot, or if the weather is bad possibly we could rectify this on the second shoot.

I have decided to give my client 2 separate ideas which they can personally flick between and change as they want as overall it is a video for their brand so they get some say in how it will be edited and the main sort of narrative to go with it. They might possibly want to use both, one for a different platform of social media and I have tailored the second plan to be more relative to instagram and quick youtube adverts - for fast viewing purposes rather than a full video with a bigger narrative which would more likely be used for facebook / tv adverts / put on youtube rather than an advertisement on youtube The Plan 1 would be more suited to defy the brand and the brand identity rather than Plan 2. 



Plan 1
As I said above that plan 1 would be the slightly longer advert which will be distinguishing the brand and the main meanings that go with it, it will be a narrative based advert more so than a fact based and will engage the audience in an emotional way and really connect with them through strong nostalgic motifs. The main idea would be to use a mother shopping in waitrose / m&s which first off creates a very affluent feel to it as they are the higher end food shops which are used mainly by the richer more affluent people which targets the specific audience of ABC1 that we were after. Another women who looks very similar to her(or identical twins)they both go to pick up the last item on the shelf, and after talking realise they are connected in some part of their family tree.

Visually I would initially like to start it with mid shots of the woman shopping, maybe pushing around a child in a full trolly with lots of close ups, then in particular a close up of two hands going on the same item, a close up the item dropping on the floor perhaps an apple which is very cliche, creating a slight enigma with gasping sounds from the two women. A dolly zoom of both their faces, then a mid shot of them both standing next to each other looking obviously very similar them then connecting and then the app will then be explained to the people through a voiceover. I would like to use ambient shopping sounds and the natural sounds you get from a supermarket, the faint beeps of the tills etc, then the classical music will begin after the bombshell. I would like to carry on the advert with them connecting from a mid shot (pan across the supermarket), them both getting each others contact details and then a close up of one of the phone screens with the woman opening the app on her phone, and them then connecting on it and arranging to meet up in the future. (There is no actual speaking from each of the actors). They then are pictured 15 years later The idea then moves to a young teenage girl being called down for dinner, the camera follows her down and she opens up the door to the kitchen where the family are shown having a massive party/get together with a loads of different people all different cultures creating the interconnectedness message the app is trying to convey. For the music that I'm going to use depends on what the budget will be, for example if the client is willing to pay a bit extra I would love to use the pice named I Giorni by Ludiovico Einaudi, however if it comes to be too pricey then we might have to think of paying a composer to write up some similar music alike to this piece for a much cheaper price. For the house used I will rent a show home out from new build houses, I'm not too sure on what pricing would be for this. The camera pans round the room of the party and then goes out of the door into the massive garden where the party is still commencing, pans up to the night sky where loads of stars will be slowly flashing which will make up a world map slower and then they all come together, the app logo in the bottom corner and then the subtle slogans that the brief conveyed were the important messages that the audience need to understand. Them being 'Staying in touch is Vital', 'Connecting to the past is as important as facing the future', 'family is as important as friends'. These messages in particular were asked by the brief that we need to get across to the audience, and what better way to do that than to use them as texts. The last thing I want the app to show in some form that that it is free, this could be through using text next to the logo to show that there is no sign up fee or any fee at all. That it is purely to get families to reconnect with their past and their heritage. 
I will be planning to film over a week schedule so that we are able to get the best weather suited for the video as we wouldn't want to use bad weather as it can create sad mementos and a pathetic fallacy type feeling for the audience, we want the vibe to be happy and enjoyable, make people happy and want to be intrigued into getting the app. (Pricing for everything is shown in a different blog post).



Story Board

This is my storyboard I have used for my main plan, I tried to encapsulate the main moments of my plan using stock photos (not my own) obviously but tried my best to explain briefly the main points of my plan and how I will try capture these and edit etc.



Plan 2

The second plan I have which could be more compatible with a short video on instagram or a more quick advert briefly shown to grab attention of the viewer which conveys a type of screen recording of them both texting. This one is of course not as emotional and connects with the audience as much as it is very facts based and more of an explanation of the actual app itself rather than a narrative point of view. The main synopsis will be a brief conversation between 2 people friends/family talking about the DNA app and how they've connected with people over it. For this it will be filmed on editing software rather than filming actual people. The video will contain the whoosh text sounds we are all familiar with and the typical texting sounds. The conversation will outline the following; that it is completely free, the main promotional points the app entails, and lots of non colloquial language used to appeal to the higher audience demographic. So it would be just like a typical conversation you'd have and see on the iMessage app. The ending would use the shots already filmed from the previous video and here we would make the most out of what we have already filmed and by editing this on premiere pro/iMovie which are apps I already have installed it would cost nothing but also be more compatible for instagram and for quick shown adverts where the might not have time to watch and listen to the whole narrative going on. Then showing how they all get along very well and have laughs at the table establishing this homely connected feel not only with family but friends too. This also connects both of the promotional videos, but one will be basically for free as it's editing of stuff we have already filmed and will not cost anything more to do this second video but will be more compatible for certain apps and mainly for the younger part of the target audience we are ranging the app at.

At that point I'll have the slogan appear on a sky coloured background which will also be at the end of all the videos to connect them. Instagram is to target the younger audience out of the 24-60s category so around 24-35 ish, the narrative would be more appealing to this age too.

Contingency Plan

Whilst planning my promotional videos I have thought about possible mishaps on the day of filming and possibilities of thing not going according to plan as certain things may get in the way of production. To counteract possibilities of things not going exactly to plan I have decided to come up with a scheme to have a backup plan if things go wrong. The main possible mishaps could be crew members not feeling well and the weather (raining etc). Whilst encountering these problems, to overcome them I might use under studies for the main parts and to also have the cast clear a whole weekend of their schedule to help battle the weather problem, whilst filming in summer it i normally quite warm in the UK despite some random off and rainy days. Having the whole weekend to shoot could be very helpful and also the next weekend free for any reshoots etc. As the actors will be getting paid I believe it would be in their own interest to save these dates free. Also according to my second plan I have decided to film that mainly on special effects and not using actual cameras more a screen record of a conversation so weather wouldn't even need to be an issue at all.