Oke and co offers to produce, shoot and edit a exciting promotional ident for Urban net. The aim of the ident will be to showcase all the refreshing new content that Urban net intends to air on their website. This ident will be around 15 seconds long and includes stop motion animation and some live action towards the end of the ident. Scripts and concepts will be provided in English by our client.
The target demographic are youth around the age of 16-25, because they would be the ones the would watch urban net most. The ident doesn't target ether gender because it lacks any stereotypical tones (IE loads of blue or pink). Finally this ident seeks to appeal to all ethnicity's with its happy tone and message of travel, however the white demographic seems to be the strongest for this ident.
Idents are clips that are around 15-30 seconds long that are used for advertisement and channel branding. Ident share this length because if they were longer there wouldn't be enough time for other adverts between shows.
A synopsis of the advert
The advert starts with the camera begin static and still with a close up on the urban net logo. Then the logo shall come to living by growing small arms and legs and start to stand upwards while to camera starts to zoom outwards. The logo will walk off screen, then the camera shall be in a long song to the side of the logo while it walks across three locations: The Eiffel tower, the London eye, a orange football post (spray painted orange) before finally arriving at a youth's home. The logo will then be picked up by the youth than splash onto the screen.
Our process
The entire process includes: creating storyboards, setting up the set for filming and prop creation for the ident. Using a storyboard directs our creative team in what to create and what detail to focus on. For our storyboard we shall take some storyboard templates and draw them, drawing them allows the tea to rub out any mistakes that they might make. Setting up both locations (the room with a green screen and the outdoor location) helps the creation of the advert flow easier and prevent any errors that might occur, like a non-member of staff walking onto the set and ruin our filming thus far. Lastly for prop creation will shall be making the logo our self's out of Plasticine. This platercine needs to be both orange and green in colour because those are the chosen colour for the logo.
The ident shall be produced via shooting the clips and uploaded into final cut pro. After the ident has been edited to a satisfactory level, it shall be uploaded onto the mac then put onto YouTube for everybody to see.
Colours
the colours in the ident shall be very bright. Orange is the dominant colour because it's the colour of the logo. Orange also stands out a lot and is a very warm colour. Plus orange will give the channel an identity like e4 and the colour purple. This warm feeling fits with the channels personality of friendly and kind the orange is also very dynamic and bold.
Music
The music that plays in the background will be an upbeat instrumental pop song. Pop was chosen as the background music because my research told me that this was the preferred genre of music that the target audience enjoyed. The name of the song itself is called Water Lily which is copyright free. Plus pop music has a happier and more relaxed tone to it, to make the channel seem more friendly and that anybody can enjoy its content.
filming dates and times
Filming will start on the 13th of May and the final deadline for editing, shooting and adding effects shall be done by the 27th of May. On the 27th of May the ident shall be distributed on three platforms: the video sharing website YouTube, my personal blog and weebly. YouTube was chosen because that's were most of the target audience watch their programs so there would be a higher chance of getting the ident seen.
Locations/Setting
The locations in the ident are the most important part. Most of the ident will be filmed in front of a green screen to get bigger and grander locations like the houses of parliament ad the London eye. The most important is when the logo is outside and in front of an orange football post. The orange is apart of the channels identity along side the fast editing. These would both make the channel stand out far more in comparison to something like e4 and they would leave a impression on the viewer. Plus with these different locations it shows that this channel is for everyone instead of just Londoners
Animation
Editing techniques
The editing will be at a decent pace during the ident. The ident will feature beat editing in order to appeal to the target audience. It was also make the ident much more interesting and plays a part of the channels identity of being very active and hyper. If the editing was too slow and would portray the channel as something very slow and boring. The ident will also feature some beat editing which would appeal to the audience more.
The animation of the ident shall be stop-motion only. This animation would give the ident character and help it stand out more in comparison to the other digitally animated idents. Plus it will be far easier to create with the amount of time given and cost nothing.
Resources
The items required for this advert are: two tubs of plastercine ( £16.00), a medium sized men's housecoat ( £20.00), a medium sized orange t-shirt for men ( £12.00) and running trousers (£8.00).
So the total budget will be around £46 for the items needed.
Grand total: £36
Necessary equipment
We shall acquire a hand-held camera capable of taking still shots for the stop-motion animation. We will also get a easy to read script ready for our team and some rehearsal time.
Thank you
Daniel Oke
Producer
15L1549@ctksfc.ac.uk
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