Treatment Song Title: Express Yourself Running Time: 3:32 Medium: Music Promo Target Audience: Both genders.

Age range 16-25 The socio-economic scale for our music video is C2,D,E. This expanded into various lifestyle characteristics, one of these being a struggler. The characteristic of a struggler would be able to relate to our dog character through the fact the audience are able to witness the dog struggling with his everyday job. We used comedy to put everything together because of the comedic value. It takes away from the actual song, which in generally for a niche market converting it into mainstream. This factor relates to uses + gratification theory- escapism. Another lifestyle in which it can relate is Aspirer, people can relate to the dog because its clearly shown hes aspiring to do more than his dead ends job offers. One of the main lifestyle characteristics is to do with exploring. This can be seen to lead on from the aspiring quality as our character is seen exploring Brighton Pier after his aspiration to move on from the job he is clearly unhappy with. The final characteristic, which we see in our character, is that of a reformer. With the qualities of personal growth, social awareness and value for time we see the curious enquires the dog has leading to his hope for freedom from restriction easily relatable the majority of our audience. We are targeting our music video at students or young adults that stereotypically dont fit in and people in dead end jobs or are unemployed that want to catch a break in life. Their lifestyle would include; struggling to get by, daily boring routine. The sort of music that our target audience would be mainstream pop and RnB, radio stations would include Capital and Kiss, which are mainly pop/RnB based. Our target audience dont have much originality or much to them. The TV shows theyd watch would be reality shows such as X Factor and Big Brother, which again emphasiss the characteristics of an aspirer. Synopsis Beginning: Set in Brighton. Dog starts handing out flyers, not looking happy. Whilst he is giving out the flyers it is immediately clear that this isnt his ideal job, by his posture and mannerisms. To add to this a child kicks him, and toys with his emotions, making him angrier. Finally this is seen to be the last straw and he throws the flyers down heading in the direction of the pier. As the music picks up so does the action in the scene. Along the way the dog sees the child that tormented him, in an act of sheer madness the dog knocks the ice cream the child is holding out of his hand. Strolling off in pure glee. We begin to see that the dog's emotions are gradually beginning to turn more positive now and he heads down to Brighton pier for a fun filled afternoon. He arrives at the pier and strolls in buying a doughnut; he then explores other aspects of Brighton pier. Finally arriving at the rides he decides to go on the biggest rollercoaster of Brighton and has some, which is then the peak of his enjoyment. Other possible places he will visit on fun filled day include, the pub, various shops and fancy restaurants. Later in afternoon as his fun filled day draws to an end, the dog takes a long run (slow motion) on Brighton beach. Whilst this happens we capture him leaning over so it looks like he has just thrown up from the doughnuts, rides and alcohol. As he finishes throwing up people are captured witnessing this with disgust on their faces. In the final scene he checks his watch to notice that his fun must come to an end. When he realises this he begins to run back to his original spot where he was handing out leaflets, as he is running he swipes other peoples leaflets and returns back to his starting point, again sad and depressed.

Character List: Dog- In a dog suit, with a waistcoat on, face constantly smiling. His emotional state of mind at first is sad and down but when he realises he could be having more fun his mood changes to a more positive one. Boy with ice cream- Normally dressed, an average looking kid. Holding an ice cream His personality is that of an annoying young child out to cause trouble. Other background people Key Scenes The beginning is a long shot of the dog handing out flyers; this is shot as the song starts at a slow pace so the mood is very gloomy and plain. We wanted it to be shot over the road to make the dog look like a normal person doing a normal dead end job. Passers by are constantly ignoring him, and then a young child arrives and begins to pester the dog, by kicking him/hitting him we shoot that in a long shot so we can capture his depression in the fact that the kid wont leave him alone. This is when the song begins with its lyrics I say the same thing twice Im awkward when I speak. We are not going to have the dog sing the song we are just going to have the song play over him, I think this will make it look like the song are his thoughts so hes more relatable to the audience.

As the beat of the song picks up so does the editing and camera work this is known as rhythmical editing. When Labrinth says But being myself is something I do well the dog throws the leaflets in the air, this is when the audience acknowledges his annoyance, the shot then pans as the leaflets drop and you see the dog walking away towards Brighton Pier.
He stops in his tracks he notices the kid from before that was pestering him, a close up on his face to show his innocence and him eating his ice cream and a jump cut between them both. Dog then hits ice cream out of child's hand with sheer pleasure on his face, a long shot of him strutting off towards pier, establishing shot of him going to the pier. We focus a lot on the line of the chorus See its not what you look like when this plays we will jump cut to passers by staring at the dog this is to show that in his eyes hes normal but in other peoples eyes he doesnt fit in this could be relatable to people who dont fit in also, we have a point of view shot of by passers by staring at dog. Whilst on his travels the dog stops off to buy a hot dog and a rollercoaster ticket, and we also view him on the rollercoaster having a great time, through out this scene of him on the ride we will shoot as a point of view shot. On the ride the lighting will differ on the natural lighting as will the lighting will throughout for the rest of our video. This is inevitable on the budget we have. He will also stop off at other locations on his day of fun including places such as; bars, shops and other rides. The song begins to slow down, so we jump cut straight to beach and have an extreme long shot from behind of him running down the beach. When we runs down the beach we notice him about to be sick we capture him bending over, jump cut to peoples reactions, then a close up on his face wiping his mouth. The last chorus plays and we gradually make it go quietly and it ends on background noise and him returning back to his begging position, giving leaflets out again.