AS2: Task 3: Requirements for a Production

Requirements for a Production

What will we need?

When planning for something i.e. an event, advertisement, etc, you will need to make sure you have everything you need before production starts. Below I shall be explaining the list of requirements needed for my group's upcoming practical production.

Requirements/Technical Equipment:

• Clothing
• Hair dye
• Accessories
• Camera
• Make up

Clothing:

The product we plan to advertise revolves around fashion. Obviously we would need a variety of clothes for our advertisement. This variety will range from casual wear to smart wear. To save time and having more time to film, our 'models' will be wearing the clothes they will be advertising to the location.

Hair dye:

As I have mentioned in previous blogs, we shall be using red spray-in and washable hair dye to relate to our theme of springtime. To me, the colours that represent spring are red and yellow and this what will be depicted throughout the advert.

Accessories:

Other props and accessories will be included into our advert. These can include hair clips/pins to hold loose strands of hair in place.

Camera:

The camera is the most important piece of equipment. Without the camera, we will not be able to film our advertisement in the first place. We shall be retrieving the camera from the school as we will be filming on the school premises. Due to us filming on the school premises, fortunately our equipment will be free of charge as they belong to the school. Our ideal filming span will roughly last between 1-2 days and this is due to limited time we may have to shoot our advert - we will only have around 1 hour, 40 minutes.

Make up:

Make up is essential because the lighting in certain areas can effect how one can appear on camera. The lighting can make one's face appear to be exposed to too much light, making the brightness overwhelming. 

Although these requirements will be a necessity, due to our plot for our advertisement, we will need to carry out health and safety exercises for one of our 'models'.

Potential Filming Locations:

Our group has agreed to film on the school site (as I have stated previously), however there can be a few complications to using this location, thus why we have thought of other potential filming locations. These include the following:

• All Saints Catholic School - Drama studio 
• Robert Clack School - Field, corridor, classroom 
• Central Park

Corridor - Robert Clack

Field - Robert Clack

If we were going to film in Central Park from the lower school site at Robert Clack School, we may need to travel by bus to get there if we wanted to save time. Moreover, travelling by would be efficient for us as we would be carrying a lot of technical equipment with 

Classroom - Robert Clack

One setting that was considered was a classroom. This is due to the fact that the is a large amount of space that separates the desks on either side of the classroom. This will provide the models with enough spacing to walk to and from the start and ending of the catwalk.

Central Park, Dagenham: Map/location

Shown opposite is a map/location of Central Park, Dagenham. My group and I have decided to use this location for filming because it provides us with an infinite amount of spacing for our models. It is also efficient because we want to relate our filming to the theme of spring and by filming in the park, we will be able to gain the full experience of this task.

Actors and Actresses:

Our advertisement will consist of both males and females who fall into the age category 15-18. The main reason for the actors and actresses falling into this category is because our idea is to sell our product to customers around this age, as well as to customers who are in their mid 20's.

Costumes and Props:

As I have stated previously, in requirements/technical equipment, our clothing will be worn to our filming location in order to save time instead of changing into them.

In terms of props, when one of our models has an accident on the catwalk, to add to our theme of humour our props will consist of crutches and plasters/bandages and will be used when one of the models falls off the catwalk.

AS2: Task 2: Ideas Generation

Ideas Generation

Ideas for the advert:

Form:

As a group, we have agreed to produce our advert as a stand alone advert. We have chosen to do a stand alone advert because it is appropriate for us to film in the limited time that we would have. Due to our advert being shot in a short amount of time, we would definitely have to perfect it on the first try. Our inspiration for our advert came from multiple fashion advertisements.

Style:

Our advert will be humour based. We believed that humour would be the most appropriate style to use for the advert because we believed that the style would be suitable for our target audience as they fall into our age range.

Content:

Our idea is to have to 3-4 models walking down the catwalk, advertising our product - Elite Spring Collection. Model number 2 will then begin their walk on the catwalk and will eventually fall over during their walk (this is where the humour will be added). 

Target Audience:

Our target audience will be aimed at customers who are in their late teens to early adulthood. We chose to target this group of people because (as I have explained previously) we fall into this age range and we would like to sell clothes to people around our own age.

USP/Target Appeal:

Due to our target audience being around our age, our USP consists of our product being sold within the target audience's price range. This is mainly because a lot of customers within the target audience are teenagers who may not have jobs yet to afford something so expensive. This appeals to customers as they are able to purchase great quality clothing for a cheaper price, making customers satisfied all round.

Shown below is the storyboard for our first advertising idea.

1). The first box will contain each model standing in a straight line, presenting the new collection. The mise en scene in this scene will consist of the staging being surrounded by the models, as well as any other decorations that will cover the 'stage'. This scene will be shot using a long shot and medium shot to capture the full shot.

2). The next scene will be filmed the same way as the last scene. This is when the models first begin to walk down the runway. The first model will be classmate, Allegria.

3). The second model will begin to walk down the runway. This model will be Bradley. The shots will solely focus on each model as they start to walk down the runway. The shots will include a close shot of the model when they reach the top of the runway, then a long shot of the model walking away.

4). The next model will be Diana. She will walk down the runway and strike a pose just like the previous models. Again, the shots will focus on the long shots and close up shots.

5). The highlight of the advert will start here as Samuel begins to walk down the runway. He will be filmed through a long shot, however as he begins his walk, he stumbles and falls in front of all the models *insert embarrassment*.

6). After the sheer embarrassment Samuel is going to face, he quickly gets up and continues his walk - pretending that nothing happened at all.

7). After the laughter, I start to walk down the runway, appearing to have a close up shot and a long shot putting the clothes on display.

AS2: Task 1 Part 2: Market and Target Audience Research

Market and Target Audience Research

Target Audience Research:

In preparation for the forthcoming advert my group and I are going to create, I needed to gather information from a specific group of people. This would ensure that I can portray certain items of clothing in the advert that are appropriate for a certain target group. In this case, my group and I specifically targeted people in their late teens to early adulthood. Shown below is the survey I prepared for the advert. For this I used the site www.surveymonkey.com 

Create your own user feedback survey

This survey was example of a qualitative research and overall I received appropriate responses that related to my research. I also printed out the survey for the audience to complete. I plan to gather more responses for a more accurate result.

Creating the survey's enabled me to gather information on the audiences likes and dislikes of our new clothing brand.

Another form of research collected would be in the form of a focus group. The focus group will demonstrate a group of people answering questions relating to our Elite Spring Collection. 

I've recently collected the results of a few customers who have participated in my survey, there results will be shown below.

As you can see, from these results the majority of customers who participated in the survey were female - they dominated this question 20% more than males on this question.

100% of customers fell into the age range of 15-18. Unfortunately this result didn't exactly provide me with an accurate result because the target audience is aimed for those aged 20+ as well, however it does help me to only create clothes for teens in the age range, 15-18.

The majority of people answered that they would shop for their clothes online, whereas the remaining 20% answered that they would shop for their clothes at River Island. These results are able to give me the idea that the Elite Spring Collection should be sold online mainly. Although our product could be sold in shops, the vast majority of people aged 15-18 would buy our product online as this is where they shop the most. 

The survey demonstrates that 80% of people heard about out product through a friend, while 20% of people heard about our product through a family member. 

This question presents which designer shop customers would buy their clothes from. One popular demand was Gucci. 

A lot of customers have not attended a fashion before, however some plan to visit a show in the future. This is beneficial because our collection in the future would be presented at fashion shows and this would give people the chance to have an interest in our work.

This question was included because London, New York and Paris are the three main cities that produce top fashion in the world.












People often tend to buy matching outfits when they go out to shop. As you can see from the results, the majority of customers answered that they would sometimes buy a matching outfit, leaving 40% of customers saying that they would definitely buy a matching outfit when they go out to shop.











The vast majority of people said that they would spend a maximum of £180-£200 or £300+. This would help to provide us all with an ideal price of how much our product would cost if we were to sell it.











Generously, customers have rated our Elite Spring Collection very highly. It is our asset to provide customers with the satisfaction our product.

Market Research:

Below I shall be importing different advertisements that revolve around market research.

Here we see Kendall Jenner advertising the Balmain collection for a recent H&M advert. H&M use famous faces to advertise their clothes and someone as famous as Kendall Jenner is in the limelight right now can influence people towards the younger generation to buy this collection. Eventually this could help lead to the increase in sales in the future.

This is an advertisement for 'Zara Man'. The advert focuses on one specific group of people - men. Due to the advert being targeted towards one specific group, there would be a huge influx of men buying this product as Zara is also a very popular store for clothing.