Outline proposal

For this assignment I will be creating a 30 – 40 second advert for a new soft drink aimed at 14-18 year old males.  Suffolk new college who have asked for this advertisement have asked for a fizzy soft drink, which after research and questionnaires has been decided as an energy drink, examples of these are monster and red bull.

Synopsis

The concept for my advertisement is to have a alleyway scene with teenagers (within the age range of the target market) playing a game of street football, one team is being beaten the other and no matter how hard they try they just can win, as they pause for a break the losing team they have a drink of ATH-1337 and suddenly have the burst of energy and will to win that they need and go on to easily beat the other team and win, using trick and skills that they did not know they even had, the other team looks on shocked and surprised that suddenly they have gained so much energy and drive to win. The characters in the advert will be wearing casual clothes, and due to the fact of them plying sport slightly scruffy and tired. At the end of the advert there will be a shot of the can on a bench or box in the ally with the can in focus and the background of focus the slogan will then show on the screen with a voice over giving some information and also introducing the product and repeating the slogan

Treatment

To achieve the finally look and sound of the advert there are many things that we need to take into consideration, firstly is the location, an alleyway is where the advert is to be set but due to the issues of lighting and also access  the location will be critical. Also the props within the alleyway, a few cardboard boxes and newspapers as well as empty cups and a poorly marked goal can turn a plain street into a Hollywood styled look that most people expect from one of these adverts. Other props that will be used will of course be the football for the actual game as well as jumpers for goals and also other drinks bottles and props that will be decided by the group when we shoot. These will add to the depth and reality factor of the shot and will not feel out of place within the advert. The time of day and the weather of the shoot will also be an issue due to the unpredictable weather that we have in the UK as so we may require extra lighting as well as a backup plan if the location is ruined, but the added weather effect could give a more realistic feel to the shoot and so gain it would be a group decision on if we go ahead and shot or not during poor weather. For the lighting we will mostly need flood lights and one or two spot lights to highlight key scenes or give effects to certain areas. We can also use lighting effects to make the drinks can stand out by either using lights behind it or adding a lighting effect is post production. The shots will be off different angles of the game play and the advert will start just before the break. The main second of it will be flowing the players with point of view shots as well as sideline shots and possible slow-mo shots if we can get a camera which can shot at a higher frame per second rate. Most of the shots that I plan to use will be point of view shots, close ups of the products as well as medium shots with a few wide shots for and establishing shot

The focus length of each shot will have a bit part in the advert as I feel it will allow the viewer to focus more on the action, but still have the feel of the alleyway and know the location they are in. This will help to allow the advert to flow well without the viewer getting lost in what is happening. Most of the close up will happen when they are drinking the product so they won’t need to be filmed while the action is happening but rather after in the location but well lit conditions.

The sound for the advert will be allot of shouting and action as well as pre-recorded wild track and kicking sounds to emphasise the action. A fast pace song possibly drum and bass or dub step could be used, but again I think that should be up to the group for a final decision. Also in the editing we could add sound effects or enhance sound by adding effects.

For the issue of getting equipment, to and from the location we will try to look at locations close to the college as well as looking at mode of transport. Cast a crew issues should not be a problem as we will have a large group working on the project as well as friends and family who could be available to assist in the shoot.

For the air time of the advert I felt it would be most appropriate to be played before and after football games as well as other sporting events as well as have shortened version which could be featured between programs such as t4 and the Simpsons which also aim at our target audience and demographic.