Diploma in Creative Media Production & Technology

Unit 13 Project Proposal 2019/20

Candidate Grace Bailey
Name
Candidate 18039195
Number ULN: 4107527157
Pathway Film & Television

Project Title Advertising campaign: fragrance

Section 1: Review (approx 150 words)

Throughout this year and last, I have gained a substantial amount of knowledge in the
media industry, through both college and independent work.

A new interest this year for me is sound design. I have gained many skills and techniques
that I plan to use in this project. Adobe Audition has been one piece of editing software in
which I have developed my skills immensely. Unlike my last final piece, I am hoping that
this additional knowledge will allow me to have significantly less problems within the sound
sector if my final project.

As well as sound, I feel as though I have thoroughly improved my knowledge with the
technology that we have been using. I am now able to comfortably use a photography
camera as well as just the filming ones that are provided by college. This has come
alongside being able to adjust features alone whilst filming, which I may have needed help
with previously. I am particularly excited to take this developed skill on board with me when
I begin the production phase of my final project.

Section 2: Project Concept (approx 200 words)

I intend to create an advertising campaign for an existing perfume. Advertisement is a

career that I want to be able to go into, and I feel it would benefit my job prospects if I were
to research it, especially target audiences. I would like to explore the stereotypes of
perfume advertising and how I can satisfy them as well as subverting them in order to
produce a unique piece.

To gain as much knowledge as possible for this piece, my main priority will be watching
and analysing existing perfume adverts, researching how they’re filmed/recorded/shot and
the reason for particular shots and props.

As I found an interest in foley sound, I would like to incorporate my own original sound into
the television and radio advert. I feel as though it will give me a further challenge as well as
add a reason for me to research into it, giving me additional knowledge in the industry.

Another main priority will be looking into semiotics. Advertising relies a lot on symbols and
semiotics to appeal to an audience, which urges me to conduct research through primary
and secondary sources in order to make my advertisement campaign as realistic as
possible.

I plan to use minimal actors, so I will definitely need a wide variety of props to ensure that I
produce work that is entertaining and eye catching. To produce the campaign, I am going
to need photography cameras, filming cameras and usage of the radio room. This will need
to be booked out with college, so I will need to ensure that I have organised ahead in order
to use them at the times that are suitable to me and my actors/models.
Section 3: Evaluation (approx 150 words)

To evaluate, I will be taking time to conclude what I have been doing weekly over the
course of the whole unit and completing a full written evaluation towards the end of the
project.

Every week, I will be noting down problems that have occurred and what I did to change
and improve them in order to complete a final written evaluation. This will give me a diary-
like explanation of the entire process of my project, which will come alongside my final
written evaluation that will be done towards the deadline.

For evidence and help for the explanations, I will be screenshotting and taking photos of
what I am doing and the problems that I have overcome. This will give a visual aspect
within the evaluations and help give an informative explanation of the process of my final
project.

Proposed Research Sources and Bibliography (Harvard Format)

Neel Kolhatkar. (2015). How to make a fragrance commercial.. Available:

https://www.youtube.com/watch?v=m33YjRU1s98. Last accessed 06/03/20.

Cool Ads. (2020). 10 best perfume commercials. Available:

https://www.youtube.com/watch?v=kYJCjaSoUKM. Last accessed 06/03/20.

Samantha Scriven. (2020). Beautiful perfume advertising and posters. Available:

https://www.pinterest.co.uk/samantha0140/beautiful-perfume-advertising-and-
posters/. Last accessed 06/03/20..

One direction. (2013). One Direction- 'Our Moment' Fragrance Ad. Available:
https://www.youtube.com/watch?v=7fNuTf76FlE. Last accessed 06/03/20.

Ian McPherson. (2011). Nina Ricci Perfume radio ad - 30 seconds. Available:

https://www.youtube.com/watch?v=Cw_BJR6P24I. Last accessed 06/03/20.

Tim Collins (2014). 100 Ways to Create a Great Ad. London: Laurence King Publishing
LTD. 01-224.

Gabriel Caesar. (2018). The Process of Creating an Advertisement in 9 Simple Steps.

Available: https://blog.bannersnack.com/create-advertisement-online/. Last accessed
06/03/20.

Advertising standards authority. (2020). Home Page. Available:

https://www.asa.org.uk. Last accessed 06/03/20.

Project Action Plan and Timetable

Week Date Week Activity / What you are intending to do - Resources / What you will
including independent study need to do it - including
Beginning access to workshops

1 17/02/20 - Mind mapping ideas. - Computers.

- Choosing an idea. - Internet.
 - Week one evaluation.
- Harvard referencing.

2 24/02/20 - Proposal. - Proposal

- Pitching the final idea to class. document.
- Week 2 evaluation. - Computers.
- Harvard referencing.

3 02/03/20 - Ideas generation. - Computers.

- Week 3 evaluation.
- Harvard referencing.

4 09/03/20 - Research (TV advert). - Computers.

- Filming test shots. - Phone camera for
- Complete final evaluation ‘brief’ test shots.
section.
- Week 4 evaluation.
- Harvard referencing.

5 16/03/20 - Research (Poster) - Computers.

- Test shots. - Phone camera for
- Week 5 evaluation. test shots.
- Harvard referencing.

6 23/03/20 - Research (Radio advert). - Computers.

- Recording test shots. - Phone camera for
- Week 6 evaluation. test shots.
- Harvard referencing.
7 30/03/20 - Final research. - Computers.
- Final idea development. - Survey software.
- Surveying final shots and - Survey results.
choosing shot choices. - Storyboard
- Storyboarding template
- Week 7 evaluation.
- Harvard referencing.

8 06/04/20 - Pre production documents. - Computers.

- Choosing locations. - Contact with the
- Prop ordering. actor.
- Organising shoots. - Actor contact
- Book recording studios and details.
equipment. - Location contact
- Week 8 evaluation. details.
- Harvard referencing. - List of props
- Complete final evaluation section needed.
on ‘pre-production’. - Schedule
document.

9 13/04/20 - SHOOTING POSTER AND TV - Pre-production

ADVERT. documents.
- Week 9 evaluation. - Location
- Harvard referencing (if needed). permission.
- Actor availability.
 - Filming equipment.
- Computers.

10 20/04/20 - RADIO ADVERT RECORDING. - Radio room.

- FOLEY SOUND RECORDING. - SD card.
- Week 10 evaluation - Actor availability.
- Harvard referencing (if needed). - Rifle mic
- Marantz.

11 27/04/20 - Completing any extra shots if - Computers.

needed. - Editing software.
- Editing 3 cuts of each shoot. - Recording
- Week 11 evaluation. equipment.
- Completing ‘production’ section
of final evaluation.
- Harvard referencing (if needed).

12 04/05/20 - Complete editing. - Computers

- Complete ‘post production’ - Editing software.
section of final evaluation.
- Week 12 evaluation.
- Harvard referencing (if needed).

13 11/05/20 - Complete final evaluation - Computers.

reflecting on the whole process. - People to gain
- Gain peer feedback through feedback.
surveys/at college on my shoots - Survey software.
and put in evaluation. - Survey results.
- Go through my website and label
where I have complied to the
criteria.
- Organise final show
posters/prints.
- Week 13 evaluation
- Harvard referencing (if needed).

14 18/05/20 - Go through my website and label - Computers.

where I have complied to the
criteria.
- Organise final show
posters/prints.
- Week 14 evaluation.

15 25/05/20 - Extra work that has been missed - Computers.

to be completed.
- Week 15 evaluation.

16 01/06/20 - Finalising project ready to hand - Computers.

in.
- Week 16 evaluation.