Today I continued to edit Lost and Found. Many of the main elements of the advert were put together. I have previously left out music until finishing editing because I feel it can sometimes make the advert look better than what it is. I learned this from last year. I continued using Final Cut Pro and by this point was very familuer with the program. I was using a complex mix of editing techniques including brightness touching and am looking into applying ‘Smooth Cam’ feature to the rendered advert. Basically this will reduce the appearance of a unsteady camera which is necassary providing we were able to use a tripod when capturing the images.
I used my time today to try and experient with the basic advert elements. For instance, we had a shot of Lauren which entailed her moving her head to look at the camera. This was a very good shot composed by Amber and our peers, group and tutor encouraged us to use the partiucler shot. This was a problem which I had to overcome. Amber was keen to place the shot in a ‘random’ place within the movie as she had seen this in other researched adverts yet our advert did not follow this ‘theme’ from the start. I tried to add the piece of footage in at various points throughout the advert but this was difficult. I completed a little research online to the basic features of Final Cut Pro and found an easy tutorial to use the transparency feature. This would mean loading various frames upon video and adding about 13% transparency overall creating an easy yet effective way of introducing this shot to the advert.
Finally, we were able to go out and capture raw content for our film. Our producer, Kim, ensured everything was in order and checked over. An email had been sent to confirm that we will be filming on this date and equipment was collected. We had a Sony DigiCam which recorders direct to hard drive which will be extremely beneficial to me, as editor. Previously, as done last year we recordered on a MiniDV tape which caused various problems. Applying this necessary knowledge from last year we did ensure we recorded on a more time-effective, efficient format. In contrast to last years project, we also did not require any additional sound equipment as previously agreed, we would not be using sound in our final copy.
The image below shows the locations we filmed.
Red: We filmed a shot of both of the characters feet in order to later apply as a connecting shot. Yellow: Final shot. Orange: Step shot.
White: Playing in trees’.
Kim and Christina had previously planned where we will be visiting throughout the day. Having this structure through the day made it much easier to handle and weather conditions were poor.
Today we set a date for recording Lost & Found, after contacting our chosen actors and actresses Kim found that our desired actors could not meet at the required date. Which we decided would be 26 November, (next week). Instead of this we conducted an internal audition within our Media class. We found Ben Slater and Feliz Hassan, they were well suited for what we needed in our production. We got both of them to sign a contract to ensure they have full commitment throughout our production.
I managed to finish the budget proposal http://spreadsheets.google.com/pub?key=t7b_QmRPG9JWBkkJuxJyjZA&output=html it is suited to our film project as I have considered an equal financial commitment. I used various formula in order to do this automatically. Alongside my group I highlighted the main financial areas of spending.
Another area of interest today was the changing of the branding for the bottles. Kim and Christina felt the font was too masculine. To resolve this issue I decided to research further into fonts on the internet. In addition to this, Kim has found another perfume bottle over lunch time. It is circular with a spray top. One of the problems with this is the shape of the bottle limits us in what we can do with a label. From this, Kim recommended that we scrap the idea to use a square label previously made. This was fairly in convienient based on the time and research that has gone into branding of the perfume.
Costume:
I haven’t previously mentioned costumes. This was mainly dealt with direct with actors on the basis of the clothing they personally owned. This was due to our low budget, we was all unable to purchase new clothing. This didn’t prove any problem though. We found our actors and actress’s from Lost & Found had a suitable range of clothing to choose from. We asked that Ben wore black and white, in co-ordination with our black and white film. Especially with the fact I would be adding a tint effect at post production. After shot research I was advised that it was best the acting crew wore basic black and white clothing. A basic outline of our requirements can be view below:
(Lauren) (Ben)
These are only the preferable clothing required. Although in this case, the suit looks to formal on the male. And in addition to the photos, the suit for the male would in fact be black.
Today, we’re holding auditions in a college office room we have rearranged to suit audition purposes. As we got off to a slow start, so Kim decided to go into the food court and gather some potential actors/actress’. We were particularly interested in males as we already have potential females for our production. We’re looking for females with a ‘clean’ and ‘fresh’ look who have enough time to commit to our production.
To ensure they have suitable free-time I have made a form to record these which can be viewed on this blog (below).
A collection of our photos taken can be viewed below.
We took the required details of our auditions’ so we could contact them them following the decision. Shortly after we had finished I took their numbers and placed them into a group within my phone for easy contact. I sent a simple confirmation text to acknowledge ‘Thank you for your time. We’re now looking at the photos in order to reach a decision to who is best suited to our advert production. You will receive another text in the near future stating our conclusion. Thanks again, Perfume advert crew. Please feel free to text back any questions or give us a call on this number.’
Below are the first batch of auditions. We have logged their details on my created record sheet for further reference.
We all viewed and analysed the images taken after the auditions and made comments and filtered people according to what advert they are most suited to. After this we looked cross referenced the times the auditionees’ are available. This become a problem and this project would take a lot of commitment from all parts. This is something we need to consider sometime very soon.
Today, Amber emailed the authorities using the contacts I gathered from the previous Media session. As our conversation with the police officer at Buckingham Palace was relatively informal we decided to email the authorities prior to visiting the place in which hands out permits.
Whilst Amber was inquiring about a permit I had the chance to organise the auditions. As our earlier set date failed to come together I had to edit the posters again in Photoshop and change the date. Another concern over the audtion posters was the use of the text ‘beautiful people’. I was concern this use of language could be interpreted as discriminative, furthermore I changed this to ‘physically ideal’. After required changes were made I then printed them in colour and myself and Kim distributed the posters around the college campus.
Auditions:
With auditions approaching I have created some publicity posters in order to guide possible auditionees to the correct location. I have used initiative as last year auditions turned out very negative, we only had a limited amount of people come to audition. A preview of the simple posters made can be seen below.
Today myself and my media group spend the day in London. We began the day at the college and spoke to our media tutor about our progress and what was on our agenda for the day. Our plan was to use public transport to get to London and look further into an already considered location to see if it is suitable. Our first location to visit was Buckingham Palace, we was all apprehensive about filming in such a ‘risky’ location as we’re aware of the strict guidelines for use of cameras’ in London. (Location shown below).
In order to confirm this assumption we decided to contact the correct authorities. Rather informally, we spoke to a police officer stationed outside Buckingham Palace. He refered us to speak to staff that manage the surrounding parks yet we was unable to find this office. Getting home from London I was able to find http://www.filmlondon.org.uk/content.asp?ArticleID=1158&CategoryID=812. This will enable us to be given a pass providing we’re approved a pass for filming. I will pass this link onto our producer, Kim to deal with the required passes.
To not leave London feeling ignorant other possible locations we continued scouting for a location despite having seen our preferred choice. Amber was concerned that if we didn’t have a back-up location, this could cause disruption later on meaning we must take another day off from academic based work in order to find another location. With this in mind we decided to continue touring London before going home. This was an unfortunate journey and we was unable to find the same suited location.
Today has been of great impact to the development of our coursework as a group. We were able highlight any problems which could come up on location. I can now understand the great need for film makers to view the site in which is due to be used. Visiting this particular site has allowed us to understand the number of pedestrians we will have to film around and the amount of time that the process will incur. We’re also now aware of the route required to get to this location for when we go back to film (providing correct permission is given).
Our tutor mentioned how we should consider the pricing for our perfume. For this completed some research online.
When the consumer buys perfume, much of the time they are unable to smell the perfume, a source online quotes ‘The retail price of a bottle of perfume is largely determined by the environment in which it is sold and its price.’. I can agree with this as much of the time, a consumer would expect a better smelling perfume based upon the price, yet they will not always try the perfume.
Below are statistics gathered to highlight what encourages the consumer to purchase perfume and cologne. I found this image online and found it particularly interesting due to its relation to this piece of research.
Below, you can see what people feel is most important when purchasing a cologne. Price is fairly ‘not important’ yet people still feel there is an influence on the consumer.
Things to consider:
Age/ general demographics: Leading on from our target market, we must consider their budgets. For example, someone aged 13 will be less likely to spend as much on perfume as a 21 year old who is likely to be dating. Point of Sale: If our product is being sold within a budget store then they will not attract those with higher budgets (Patelli). If we choose to market the product within a large department store. Advertising: When pricing a perfume you must be aware of the marketing in which will ultimately decide upon your customers. Looking back to the target audience I must analyse what kind of income they will have.
Application of the above factors:
With the above in mind I then will list each of the factors and apply them to Patelli (our perfume). Our perfume is primarily aimed at those aged 21+. These people would stereotypically be dating or still have a large interest in cosmetics. Alongside this we must ensure we take into account what the current planning has been for the adverts. The perfume marketing (advert) will be made for the classier lady and a upper class man. In order to continue to attract these deomographics to ther perfume, we must price the perfume effectively. This, works in correlation to point of sale. We plan to sell the perfume in a high end department store which would consist of various perfumes. As many of these perfumes would be made for those with more money and marketed with higher prices so must our perfumes. To enforce this point, if we were to place our perfume in ‘Wilkos’ to lower end store on the high street, pricing the perfume higher would mean a greater amount of contrast and the chance of having a a consumer with enough disposible income to be interested in the product to be shopping there would be rather low.
Pricing method that will be used is prestige pricing. This basically means the consumer is lead to believe the product is automatically of better quality due to the higher price. This suits our demographic range well.
Decided price of perfume:
Found 100ml – £30.00
Lost 100ml – £30.00
Bisous 100ml – £45.00
Above are some of my mock ups for the purfume bottle label. I used photoshop in order to design these labels. In order for a agreed design I allowed the entire group to have a say in what I constructed. They provided me with some key words in order to base my design. Kim said ‘lace’ ‘dark’ yet a simplistic design. Below are some mock ups constructed on Microsoft Word as a very first template.
Here, we just played around with colours, fonts and basic layouts. Before later implementing them into Photoshop.
Below are the designs I come up with within Photoshop prior to showing them to my group.
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Designs number 1 and 3 were most favoured across the group. The only negative comment I recieved was the font use on the ‘Found’ poster, i’m going to now apply the same in photoshop.
Deciding on a final design has been very difficult so I will complete a presentation with each of the designs on and gather information from my peers for any further changes to the designs.
In co-ordination with our target audience, I will ask a few of the teaching staff to complete a questionaire. The comment sheet is displayed below.
Today I must compose analysis of various advert which incorporate some kind of sex or sexual atmosphere. I will began my research once again from Youtube.
Purfumes quite often have simuler target audiences. The often portrey sofisication whilst implying a sexual nature.
I can understand what the target audience is for the advert shown above. The advert shows a sexy young female with a high level of confidence. Due to the sexual activity, I can imagine its aimed for anything from 20 years to 30. Maybe the young sexually active young female would purchase this purfume.
This reinforces the impact the advert must have to reflect the target audience. We can achieve this via age of the model, lighting, location, atmosphere, mise en scene and sound.
Our chosen target audience: women 21-25.
“
Found: This man is a confident, striking and self assured man, he is playful and assertive, he knows how to get what he wants.
Lost: This woman is a sauve woman of the world, however lives a hetic life so tends to neglect the romantic side of life, however she is still searching for her soulmate.
Bisous: This woman is feminine and fresh, she is enchanting and innocent.“
Today, Amber emailed the authorities using the contacts I gathered from the previous Media session. As our conversation with the police officer at Buckingham Palace was relatively informal we decided to email the authorities prior to visiting the place in which hands out permits.
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