Treatment

Title:

Perfume Advert

Genre: 

Advert

Target Audience:

Women aged between 18-30 that can afford an expensive perfume as well as it will be a luxury item.

Outline: 

My advert will start with shots of the "celebrity" walking through a field in semi slow motion with the sunset in the background. It will show some shots of her face in a mid close up to get a sense of her happiness and calmness in the scene. Throughout the video she will be seen being happy and almost whimsical so that it portrays a calming atmosphere. At the end of the video she will be seen pulling out a perfume bottle and spraying it on herself, and facing the camera again smiling. The very end will show the perfume with its name and a small motto underneath, with a voice over saying both the name and motto.

The general feeling I want this this advert is to be calming and whimsical, yet portraying a positive message to encourage my audience to buy the product. By creating a positive message in the advert, it will convey to my audience that this product will bring happiness to their lives and that they therefore need it in their life. 

Character Breakdown:

Name:Tab Kaye

Age:17

Race:White British

Gender:Female

Profession:Student

Visual Elements:

Lighting:Natural

Camera angles and movement:Minilmal:subtle and smooth-gives a calming feeling to the advert

Editing:Minimal as there will be no special effects in it; will just be adjusting lighting etc.

Setting: Set in a field at sunset to get nice natural lighting and calming atmosphere
Props:Simple black dress to be worn by the actress and a perfume bottle

Costume:Black dress

Graphics:The perfumes name and motto etc.

Audio Elements:

Soundtrack:This is the royalty free song that I will be using in my piece

Effects (foley):There will be no a voice over at the end saying the product name and brand. 

Music:No other music will be played

Rationale:

I chose to make a perfume advert as I wanted to set myself a bit of a challenge; perfume ads are commonly known as being a bit wacky and I thought it would be something different for me to do as it's very much outside my comfort zone. It will be challenging for me to achieve I think but I'm looking forward to doing it.

I am able to confidently film and edit pieces of work so I know that that aspect will be easy for me, but I would like to further my editing skills so I can use different techniques within my piece that I haven't used before, such as use of a green screen. I am hoping to improve skills I already know as well to make my piece as good as it can possibly be.

Primary Research:

As part of my primary research I have made some questionnaires and spoken to people to get their feedback and input on my work and ideas. I wanted to see what people thought of perfume adverts and why, and what I could to make one different from other ones they may see on television etc. 

Secondary Research:

As part as my secondary research I watched some videos on YouTube on perfume adverts so that I had an idea of what they look like and how I could potentially incorporate that into my own idea. I have also viewed print adverts to see colour schemes and how the actual adverts are made. 

Requirements and Resources:

I will be the camera operator and director for this advert and my friend Tab Kaye will be the actor. I will be using a DSLR camera for this as I won't need sound and I prefer the quality of the DSLR compared to other equipment that is available to me at Springboard.

The location I will be suing for this will be the playing field near my house in Marham Village as it's a big open space with some nice views, and is never busy which means I don't have to worry about anyone being in the background of the clips.  

There will be no problems with permission/access as it's an open field that any one can use at anytime of day/night. 

Constraints and contingency:

As this is being filmed outside, I will have to be very careful of the weather to ensure that it's not raining/cloudy etc when I film as this will negatively effect the quality of my film as well as putting the equipment at risk of being damaged. 

If it does rain, I will have to rethink my idea and possibly think of something else to do (see idea 2). This wouldn't be too big of a problem as I have a proper plan for what I'm doing for this idea

Legal and ethical considerations:

All footage in my advert will be filmed by myself so will therefore have no copy right issues, and I will be using royalty free music as well to also prevent this issue.

Proposal schedule: 

I'm going to aim to start filming by the 10th of November as this will give me time to prepare for my shoots as well as doing some test shots to see what will work best for the product. The aim is to have all the filming done by the weekend so that I can get into the editing when we come back next weekend can spend time tweaking it and making it exactly how I've envisioned it. This will also give me enough time to do all my other work, such as the evaluation at the end once everything else has been completed.