IDEAS
PERSONAL MOODBOARD
Showcasing my influences.
I love to travel with my family and consider Cyprus my 'home away from home' because we go so often. The island inspires me in so many ways; with the people, the culture and the landscape.
My childhood self.
I wear Black Opium almost every day. It smells gorgeous and the bottle is so visually stunning - an example of selling a feeling as well as a product, inspiring me to be more confident.
If I have spare time in the city I like to read magazines. A favourite of mine is Sight and Sound, where I find films to watch and general inspiration for my personal projects.
Dita Von Teese is a huge style inspiration to me.
Heathers has been my favourite musical since I was 12 (and I love the film too).
I went on a trip to Paris and fell in love with the city.
This led me to watch films inspired by Paris like Moulin Rouge, which then led me to other films that involve cabaret style performances like Chicago and Burlesque. I love the glitzy look from these films and the soundtracks are so fun to sing along to.
I love the signature Baz Lurman look! He has mastered the art of directing films that make me never want to look away with the fast-pace and stunning aesthetics his films often showcase.
Two words: Sophia Coppola!
I have a huge amount of appreciation for her films due to how I can relate to them. Particularly her latest film about Priscilla Presley had me gripped. I was stunned with the captivating visuals as well as the tense emotions.
I was a huge Daft Punk fan in my early teen years, going on to discover what the two members have been working on outside of the duo. This led me to find the soundtracks of films directed by Gaspar Noe, an Argentinian director who has worked on a multitude of visually stunning films with shocking plots. From the mise-en-scene to the editing to the soundtrack, I could write a mile long list about his films and why I love them.
​
Specifically, I take huge editing inspiration from his films. The way that the credits are always displayed in a striking way that grabs the viewers attention is so interesting to me and I love the idea of having fun and being creative with what is usually a mundane element of a production.
IDEAS GENERATION
All three of my primary ideas are promotional productions, keeping my research focused and specific.
IDEA ONE:
BELL GROUP
ABOUT BELL GROUP
Bell Group is one of the largest property services contractors in the UK in terms of both directly employed workforce and geographical locations. Founded in Scotland, it is a family owned and operated company with 37 branches nationwide and offers a full spectrum of property services from painting and decorating to flooring or roofing. Their success is a result of differentiating themselves from competitors by operating with a strong social conscience that is reflected in their philosophy - Believe, Be Better, Be Bell.
THE BASIC IDEA AND STYLE
As a consequence of how high profile Bell Group is, they already have many existing promotional videos. I would like to set myself apart from these videos and find an existing issue that Bell Group is working to resolve. This way I can advertise to a specific target audience and cater towards this.
After looking further into the trades of property services, I noticed a trend in that the demand for female painters and decorators has risen, and yet in the UK only an estimated 7.2% of employees for the painting and decorating sebsector are women (www.insightdiy.co.uk). These incredibly low rates mean that aspiring female painters and decorators are likely to feel discouraged from seeking out the job they wish to take on. Additionally, many clients wish to see more females in this trade, with the number of homeowners searching for ‘lady painter & decorator near me’ increasing by 125% in 2023. Comments on the survey from mylocaltoolbox.co.uk reveal that many homeowners would feel 'more comfortable' and 'safer' hiring a female tradesperson.
​
The basic idea for this promotional video is that I would like to advertise towards young women that are interested in starting a career within the construction and property services trades. The family essence that Bell Group has to offer can provide an encouraging working environment that pays great attention to corporate social responsibility. I would like to feature an interview with the Chief of Staff - Tracy Brescia - who can give insight into what the company can provide to young women from a viewpoint of somebody in a senior position. I would also like to feature an interview with a female employee or even a past/present apprentice who works in the painting and decorating sector of Bell Group, who can share her own experiences.
​
I would like to potentially incorporate clips of this employee at work to provide the viewers with a better understanding of what their working experience would be like. I want to feature close up shots of the Bell Group logo that is proudly displayed outside their offices and on their uniforms along with their iconic tagline: Believe, Be Better, Be Bell. I would like to stick to the editing style of their previous promotional videos to keep this promo on brand, while also experimenting with my own skills to broaden my editing knowledge.
TARGET AUDIENCE AND MEDIA PLATFORM
I would like to primarily target women between the ages of 16 and 30 for this promotional video. This is because women this age are taking their first steps into starting a career and are more likely to look into introductory educational courses that will be the foundation for the start of their careers. In contrast, the majority of apprenticeship starts were actually taken on by those slightly older, with 48% of the apprenticeships started in 2022/23 by people aged 25 and over (commonslibrary.parliament.uk). I would plan to deliver the promotional video online to the social medias in which Bell Group have the most following, including Facebook and Instagram. My target audiences are very likely to be active on these platforms, as the biggest demographic of Facebook users are women between the ages of 18 to 34 (22.2% of the platforms total users - napoleoncat.com). In addition, Instagrams largest user demographic is between 18 to 24 (sproutsocial.com), which is within the age range for my target audience. I would additionally want to upload the promo to the Bell Vimeo account, the company uses this platform to publish all promotional videos as a place to keep them together and easy to find.
PROMOTIONAL IDEA MOODBOARDS
IDEA TWO:
THE BROKEN EGG CAFE
ABOUT THE BROKEN EGG CAFE
The Broken Egg Cafe is a small farm cafe located in Harleston that specialises in breakfasts, lunches, light bites and cakes. It is open seven days a week from 8:30 to 3pm, offering a breakfast option all day. The cafe is homely and leans into the countryside theme that comes with being located in a small Norfolk town. They also sell free range eggs from Hill Farm - the farm that the cafe is situated on. Customers can sit inside as well as outside to watch their four pigmy goats that roam around the surrounding field.
THE BASIC IDEA AND STYLE
I would like to produce a lighthearted promotional video for The Broken Egg Cafe that advertises the cafe as well as promoting the authentic country style that the cafe represents. I would like to feature an interview with the owner of the cafe as well as a couple members of the waitressing staff to give an overview about how the cafe came to be as well as what the customers can expect. There are plenty of opportunities to film suitable A roll and B roll footage because the general area is rather scenic with its farmyard motif - examples include the outside seating area, the surrounding farm with the pigmy goats as well as the inside area with its rustic interior design. The general aim of the production would be to highlight the high quality food and excellent service that the cafe can provide.
TARGET AUDIENCE AND MEDIA PLATFORM
My target audience is slightly variable for this idea since the customers of The Broken Egg Cafe along with the population of Harleston is consisting of a range of different people. However, most customers have the local area in common as well as the background of living in a rural area. After doing some research of the reviews available online on websites such as TripAdvisor and Facebook, many of the customers are families. In addition, most of these reviews are completed by women. For this reason, my primary target audience will be women between the ages of 30 - 40, who have family members that are both older and younger, and may introduce this cafe to their relatives as an easy day out. To reach this target audience, I would plan to deliver the promotional video to social media platform Facebook. There are proven statistics that support this decision, including the fact that 75% of consumers have used Facebook to decide on what restaurant to eat at, and videos posted to the platform get the highest rate of engagement.
PROMOTIONAL IDEA MOODBOARD
ABOUT KONGA
Konga is a high intesity dance set of routines to upbeat music as a form of exercise. Anyone can take part and sessions are available locally in Harleston Sancroft Academy in the main hall provided by instructor Donna. Konga is one out of eight programs provided by a brand by the name of The Jungle Body, a global exercise & movement-to-music company. During the hour long session of Konga in Harleston, the overhead lights are off and the disco lights are on, creating a super positive and fun atmosphere for those taking part.
THE BASIC IDEA AND STYLE
I would aim to reflect the energetic and upbeat tone that these classes supply to its clients. To do this I would film a class in session and capture the active dance moves with the multicoloured disco lights. I would partner this with an interview with the instructor Donna, along with another interview with a regular participant, asking questions about how the sessions work and what makes them so successful. I have the vision of using dance music similar to the music used during a class to create a sense of authenticity and to recreate the feeling of what a session is like for viewers that have not yet participated in one.
​
I would also like to touch on the topic of attitudes towards women's exercise. Taking inspiration from the This Girl Can campaign, I would like to explore how classes of this nature raise the spirits of those involved and contribute to women's positive outlooks on exercising in general.
​
There are some media techniques that I would like to experiment with during the production of this promotional video, an example being slow motion. This can really emphasise what the classes can provide while also creating an artistic effect. Camera movement would also be interesting to play with, trying varied angles and perspectives to cover as much of the session as possible.
TARGET AUDIENCE AND MEDIA PLATFORM
As a regular to Konga classes myself, I have a good grasp as to what type of person would be interested in taking part. Most participants are women, and ages tend to be broad with the youngest being around sixteen and the oldest being in their sixties. I would like to celebrate this diversity by highlighting the fact that all ages and levels of fitness can take part, but I also understand that there may be a majority of women of a certain age that are interested that I am not yet aware of. To support my own primary research, here are some statistics that explain who is taking part in dance based exercise.
This profile of participants explains that the majority of participants of dance fitness are women between the ages of 26 to 34. I will aim to advertise towards this group to attract as many new clients as possible, and will do so by delivering the promotional video to Facebook and Instagram, where the Jungle class has already got an established account that will reach those that may be interested through connections with other accounts along with the algorithm.
PROMOTIONAL IDEA MOODBOARD
