Unit 4 - Strategy & Identity

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Our brief asked us to create a viral campaign for an old-fashioned penny sweet. I was excited by the prospect of creating an advert and learning more about advertising, as it's something that I was interested in but I have had no prior experience. We all started to brainstorm ideas and we researched other popular adverts regarding sweets and confectionary together in class to get us started on the right path. 

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Our initial idea that we wanted to pursue was with strawberry bonbons, we were playing around with the idea that they're very pink and dainty and we wanted to work on something that would be a real juxtaposition to that. We also thought about playing on the fresh ties with the language of 'bon bon' but we didn't like the idea enough to follow it through. 

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Myself and Natasha did some storyboard ideas to get a sense of how we wanted to film and get some footage to edit together. We had a few ideas that we both really liked but in actuality the filming of such was extremely difficult for the amount of time we had together, so we had to come up with a new concept that we both liked and also that we could make successful. 

 

(Credit to Natasha for half the storyboards)

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We decided on this concept that we both really liked with the "Get Pink" line, the idea being that we would have a whole collection of people who were very grungy and gothic, and they'd have these pink bonbons to bring them together. We liked the juxtaposition of the tough vs the pink and dainty. We got in contact with the MA drama students who said they were happy to help so we arranged a day with them to film. 

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Unfortunately we had a lot of hiccups when it came to the day of filming. Firstly we couldn't get hold of strawberry bonbons anywhere, which was really disappointing, and not for lack of trying, and we were really working with limited time so we had to use a different confection to get our project done or risk not being able to hand anything in. We settled on pink marshmallows and they had the same pink hue that had inspired our idea for the advert. Marshmallows also had many connotations with childhood games like one called "Fluffy Bunnies" which we thought we may be able to use as well. 

As well as this, our actors that we had organised all cancelled and so we had no-one lined up to help us and for us to film. So we filmed each other and we begged other students to spare a few minutes of their time so that we could get some footage. 

Our first edit 

So this edit was done by myself, Natasha also did one but she wasn't happy with it and so I had a go. This was my first attempt at editing a video, I'd never used PremierePro before and so considering the amount of things that went wrong on the day, and the fact that the footage we ended up getting was not good at all, I am really pleased with myself that I managed to make this video. It needs a lot of work to suit the brief but if the only thing I take from this project is a new skill I'll be happy with that! 

However, after our final critique with our class and tutor we received some feedback that I noted down to work on, which is always helpful because obviously being sat in front of a laptop for a long amount of time, you stop seeing your work for what it is! So it was great to have some constructive criticism. 

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So the feedback from tutor and peers was such that they couldn't see the correlation between the people and the marshmallows, nor where the line "Get Fluff'd" had come from. I completely understood their thoughts and even thought them myself as obviously our filming day had not gone as we had expected and so we had to work with whatever we had and were happy with. This was just an unfortunate occurrence and we had to make sure we still could produce something to answer the brief.

I decided to work on the video a bit more over the Easter break to try and solve the issues that came up in our crit. Firstly I used some of the footage we had of people actually eating the marshmallows so that the link between people and product was clearer. I didn't like the footage we had but with editing I was happy to have made it fit in with the rest of the video. And secondly I wanted to play around with the line at the end as it wasn't received very well in our crit, which was fine because it did kind of come out of nowhere. Originally we wanted the "Get Pink" line for the strawberry bonbons, and when that fell through we thought something to do with fluffy or soft was more appropriate, but the "Get Fluff'd" line didn't quite get our massage across. 

I did some more research to try and get some inspiration for the tag line, and I remembered a game I used to play as a kid at parties called "Fluffy Bunnies" which is a marshmallow based game. Many people know of it and its alternative names like "Chubby Bunnies" or "Fluffy Muffins", so I used the "fluffy" aspect from that to try to appeal to those and reminisce about the game. 

I am much happier with my final edit of my video and I am pleased that I think I have solved the issues that came up in our crit. This brief definitely had its challenges but it was good experience to remember that not everything goes your way when you're working and that you have to deal with each problem and come up with a viable solution. As well as this I know now to be more assertive with planning days like our filming day to make sure that we have a plan B and that we aren't so heavily reliant on other people. 

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