CREATIVE DIGITAL MEDIA

PRODUCTION
FIRST AWARD
NAME: Grace Clements
CLASS:10E
ASSESSOR: Miss Kelly

Theme

Advert Idea

Our theme is confidence and how you should never give up on being confident because when
you find your inner confidence ,it will help to boost how you feel and make you happier which
is what our perfume should do
Another theme is love as the perfume is surrounded by love and that normally love is
associated with happiness so therefor when people buy the perfume they will fall in love or
either feel loved.

Songs
Lily Allen Somewhere only we know
We thought of this song as it sounds angelic and is along the theme of being with someone
you love and in a secret place which adds the sense of mystery and therefor relates to the
theme of advert.
Gabrielle Aplin - Power of love
We also thought of this song as it has a similar style of beats to Lilly Allen somewhere only we
know however this one seems more sad about love which maybe could put off our audience
due to it being more sinister about love so we then decided to go for the first song

Narrative
A young girl who is a believer of love and has low self confidence however when she has the
perfume it boosts her confidence and makes her feel more comfortable with who she is.

Style
Style of the
video
Drama
Romance

Why I chose
this style?
I chose drama and romance due to it best suiting the advert as we are
advertising perfume daisy it is associated with romance due to the
perfume being seen as flirty and the actor themselves. This is also
represented due to the advert saying jadore which means love which is
why the style of the advert is romance. My group felt as though we could
all connect with the theme of drama and romance more. Compare to
genres such as horror, due to us not experiencing it we would find it more
difficult to create a sinister atmosphere and have the effect that we want.
Therefore we chose romance due to it being more relatable and easier to
create due to past experiences

Pace
Pace
Slow
Medium

The pace of the advert is majority slow as it shows more emotion compare
to faster scenes. The slower scenes emphasize that the perfume has more
meaning than just a perfume. The pace emphasis the slow beauty and
confidence of the female in the clip. We will use a medium pace length on
the less meaning full scenes such as when she is walking through the field,
however when we zoom in we will use a slower pace to emphasize the
product and to show the actors emotions. We will use a extreme close up
shot due to us wanting to make it clear to the audience of the actors
emotions. However we most likely wont be using fast pace scenes as we
want the product to appeal to the audience.

Semiotics
Semotics

Clothing/style

Colours
We our going to use semotics such as clothing we will mostly focus on the
colours. We are going to use clothing that is white or pastel colours as white
which usually represent purity and pastel colours may represent innocence.
The style of the clothing will also help to represent the perfume as the
person will be either wearing a dress or skirt as these are stereotypically
seen as girly clothing these semiotics will help to add
character to the perfume and to also help reflect a image on the perfume.
Whereas
if we dressed the actor in black clothing it would have a sinister effect which
is not what we want whereas white is seen as happiness and purity which
then relates to the perfume

Imagery
Happy

Imagery

Light
White

We are going to include happy images this can be portrayed as it is in a field and
being around nature usually makes people happy as the are close to nature, fresh
air etc.. Birds flying in the sky also helps to support the idea of happiness and
freedom due to the bird being able to fly when they want. The sound of laughter
echo in the background, which helps to create the imagery of enjoyment and
having a good time. Another way of creating imagery is by having good weather as
this often represents happiness whereas if it was raining it would make the advert
seem depressing and not happy due to rain being associated with sadness

Narrative
Narrative

Daisy
Perfume

Marc Jacobs

The plot of the story is to sell the product to the customer and the product
is the perfume that we want to advertise to the customer. Even though we
are trying to sell our product we still want out audience to gain something
from our advert. One of our targets is to boost the viewers confidence. The
plot of the story is a girl who is represented as being delicate and gentle
and in love with this perfume. As
she sprays the perfume it is almost as though her confidence increases.This
is going to be represented in scenes such as by spraying the perfume

Ideas
Ideas

Girl
Field
Perfume

The focus of the advert is to persuade the target audience to buy the
fragrance daisy. Our main idea is to connect with the audience to make
them feel connected and envious of the actors and therefore are more
willing to buy the product. The main ideas are the perfume and the ideas
that have to be included is the girl due to her representing the product. The
field is also necessary as it is the background which emphasizes the
innocence and freedom of the perfume. The perfume is also needed as it is
the product that is being advertised. We considered that the Girls will be of
all ethnicities so we can boost the viewers confidence. If we cannot find the
actors we will use other techniques to help boost the audiences confidence.

props/costume/makeup

This is perfume by Marc Jacobs it will be featuring in our advert by close up

shots and the perfume being sprayed. We will also be using 5 other small
daisy bottles which include different colour lids such as purple, pink, white
and nude. We used this perfume as it is surrounded by pastel colours which
then symbolise happiness which is what we want our audience to feel which
is why we used this specific perfume

This is a white dress from boohoo this will be used in the advert throughout
due to the girl needing to wear something white due to it symbolising purity
which then reflects the perfume which is why it is being used.

Props/costumes/makeup
Flowers from a local florist shop these will be used to help decorate the scene and
make it appear more appealing to the audience and add a more feminine feel to
the advert as flowers are commonly associated with love and one of the two of our
main themes is love. By the use of flowers it also helps to reinforce the idea of love
which is our theme so therefor will need to be reinforced throughout the advert

Good weather will be needed to suit the style of the perfume as the perfume is
daisy they grow in a field and therefor needs good weather to add better
lightning to the shots. Whereas if the weather is bad we will be unable to film
due to rain being associated with darkness which is not what we want due to
us wanting our advert to be associated with happiness which is then
associated with sun which is why we need sun

Props/costumes/makeup
In this advert we will use natural makeup which is
Displayed in the image beside this text. We will
try to use Makeup similar to this due to it looking subtle .The makeup used
from what I can see is
foundation,concealer,eyebrows,mascara,eyeliner,blusher,bronzer,highlighter
and a nude lip. We are going to try to imitate this makeup look due to the face
makeup looking natural. This is shown through her rosy cheeks. We will use a
nude lip due to the colours relating to the perfume and the setting also by the
use of a wing it adds a bit of character to the actor and will hopefully intrigue
the audience to watch the advert by the use of edginess .
In the advert we will use a pair of sunglasses to help add character to the actor
and represent her as being more feminine. The sunglasses we will be using
are from boohoo due to it being a easy brand to access. The sunglasses have a
faded lenses as it helps to symbolise the sun which is what is needed for our
advert to create a happy atmosphere therefor these sunglasses help to enforce
that due to the colour white and then the faded lense.

Storyboard
8-10
second
s

12
second
s

storyboard
10
second
s

10
second
s

8
second
s

Production Schedule
11/07/201
6
11;30am

14/07/201
6
12;15pm

17/07/201
6
11;45am

Production schedule
20/07/201
6
1pm

22/07/201
6
12pm

Personnel Required

Risk Assessment

Equipment

This camera is needed due to it having the certain mega pixels therefor
it provides the quality that we need for our video therefor this will attract
the audience more due to people expecting higher quality videos

The fan is needed as it will help to blow the actors hair therefor we dont
have to rely on the wind making it more reliable and convenient to
achieve the look that we want for our advert.

Equipment
This is needed as it helps to provide better lighting and provide a
more professional look for our video which is what we need if we our
to attract the target audience that we want. Therefore we need to
keep up with new technology which will increase how many people
eventually watch our advert

We will need a tripod to balance the camera on therefor enabling us

to create better quality video and be able to have a variety of camera
angels and shots.Therefor making the advert seem more interesting
due to the use of different dimensional shots.

Permission Form
I give permission to be used in the film Daisy. I understand that
this film will
not be published on any internet web page or social networking
site and will be
purely used within the context of the Edexcel BTEC Creative
Digital Media
Production course.
Name-Grace Clements
Signature.
I give permission for Grace clements to use the following
locations on the following dates to complete their video for their
Edexcel BTEC
creative digital media production coursework:
Location: Goffs school and a park

Contingency Plan

Absence of cast/crew
If someone was absent we would film part of the video where you wouldnt use her
face such as by filming her walking across the bridge no face was needed or either
film where no person was needed such as zooming in the perfume. If we were unable
to do this we would have to not film and plan how we could prevent this in the
following session.

Weather conditions means we were unable to film

If it was not good weather we would not be able to film due to us needing sunlight to
reflect of the water of the bridge and the perfume
school is unexpectedly closed

If the school was closed we would then film the sections that do not need the schools
location such as filming the scenes of walking across the bridge which would be done
at a local park.
Equiptment is unavailable or broken
If we didnt have the equipment we would try to borrow the equipment from friends
and family however if they didnt have the correct equipment we would try to film a
different section which did not need that specific equipment
Lesson is cancelled
We can carry on with filming as we would not need the classroom therefor we
wouldnt need a teacher to supervise as we are using the field

PRODUCTION WORK

Footage Log
Dates

Detail of shots continued

11/07/2016

We had to complete the scenes of the zoom in

daisy's we done this in the school field as they
had a variety of small and large daisys. Following
this we then took shots of the perfume in detail so
we could have a variety of shots and decide
which shot of the perfume looked the best and
had the sun reflecting back off it we also did this
at school due to the weather being good

14/07/2016

We went through and selected the scenes that

best suited our advert. After this we then done
the scene of me walking through the grass we
completed this at a local park due to it having
small daisys located around the park and tall
large trees which helped to suit the location that
we wanted

17/07/2016

On this day we filmed the scene of me walking

over the bridge due to the bridge having a
lake/river underneath it and had a variety of
lillies and ducklings .We decided to film this
section on this date due to the weather being
good.

20/07/2016

On this day we filmed the scenary to include into

the scenes. We filmed a variety of sections such as
the sun, river, grass and animals as the birds could
be included in the advert

22/07/2016

We gathered together on this day and selected all

the clips we wanted to use and then edited them
using iMovie and made them seamlessly go into
eachother. After watching the advert through once

Diary of Production
techniques
Date of filming

11-22nd of July
Production log

Have you worked well as a team today?

Yes we worked well as a team together due to us discussing what
scenes we would do and why.We also improvised when one of us was
unable to help film which made our co operation skills increase which
overall made us work better as a team
Did we achieve all we set out to do today?
Yes and no as did manage to complete all the scenes in the advert
however if we had more time we could of improved the quality of the
scenes.Also if we had more time we could of spent that time wisely
editing more to make the quality improve

Diary of production techniques-part

2
Did we film each scene more than once and from different
angels?
Yes we filmed each scene a number of times so we could achieve the
look that we wanted for our advert .We also included a wide variety
of angels such as front facing,sideways and zoom as it helps to add
more dimension to the advert

Was the location correct and did we make sure that there
wasnt anything in the background of the shot that shouldnt
be there?
Yes the location was correct as we used the school field and a local
park which provided us with the background and setting that we
needed to suit the advert such as the field having even grass and
daisys which was needed.Also the park had a lot of greenary and
flowers such as lillies it also had a bridge with a river underneath it
which helped to add more dimension to the advert

Diary of production techniques-part

3
Did our actors wear the correct costume?
Yes the actors wore the correct costume as she wore a white dress
which best suited the advert
What message was we trying to convey? Did this come
across?
The message was that a perfume is more than just a perfume and
can boost your confidence because if you smell good then you feel
good which will therefor increase your confidence which is what we
was trying to get across to the audience that its all about confidence

How could be improve the advert?

We could of spent more time on the editing and quality of the advert.
We could of done this by being more prepared so therefor we would
have more time to improve the advert

Personal evaluation

1
In my opinion I believe that our video has fulfilled the brie due to us planning ahead
properly enabling us to create the advert that we wanted with a specific theme that is
relatable to the audience which was focused on love and confidence with this video it
will hopefully influence our audience to make decisions that will increase their
happiness of their current situation. Our target audience was young female adults as
we believe females are affected most my confidence issues. Our plot was that a young
girl was to be walking about in a local park which includes a river, lillies and wildlife
therefor representing that the young girl feels free whilst walking through the wildlife.
When the girl sprays the perfume she almost feels empowered by the scent of the
perfume which then increases her confidence. This perfume is also associated with love
which is then shown through the perfume and background. For the majority of the video
we stuck to our original plan however we changed camera angels so they best suit the
shot. Following this we then changed the background scenary that we would use such
as instead of a plain field to walk through in selective scenes we changed it to walking
over a bridge surrounded by wildlife and small animals as it creates empathy towards
the audience and also adds dimension to the video. This then suits the theme of love
and confidence which also relates to our chosen song of somewhere only we know
2
Also we used a variety of camera angels such as front facing,extreme close up and long
shot as it helds to add dimension to the video.We used more establishing shots so we
could display the setting to the audience clearly.However when we was trying to the
show the emotion of the girl we used more close up shots this was shown in shot 2 of
our storyboard when we used a front close up to show the emotion of the girl holding
the perfume.Following this when we wanted to display the perfumes in a line we used a
extreme close up shot due to the perfume being the item we are trying to advertise
therefor we wanted the audience to recognise that straight away and be intrigued to
the item.

Personal evaluationcontinued pt2

2a
On the last shot we decided to once again have a extreme close up of the
perfume due to us wanting to echo the importance of the perfume and
once again try to entice the audience. We edited the brands name onto the
perfume, therefor people know who the brand is so they can familiarise
themselves with it.
2b
We used two different locations such as the school field due to it having
large and small daisies this therefor made it the ideal setting also due to
the grass looking clean and crisp it also helped to represent the perfume
itself. Another setting we used was the local park due to it having a large
area for filming purposes such as the greenery, bridge and wildlife this
then made it a good location to film due to the bridge and wildlife which
was necessary for our video. Due to the wildlife it also made the advert
have a pleasant feel due to wildlife representing happiness and freedom
which then relates to the theme of our advert which is why we chose it.
2c
For the props/costumes and makeup we decided to go for pastel colours as
they are similar to the perfume itself. For the costumes we allowed me to
wear a white angelic dress as white symbolises purity it then helps to
reflect the perfume. Following this the I had to wear neutral makeup which
mainly included pastel pink eyeshadows with a winged eyeliner to add
more character to the girl. I also had a pastel pink lipstick on as all these
colours represent innocence which then once again reflects onto the image
of the perfume. The only prop we needed was the perfume as it was the
item we was trying to advertise.

Personal evaluationcontinued pt3

2D
Within the actors we only had one actor due to us wanting to concentrate the
audiences attention on the perfume and not want the other actors to be a
distraction.This also helped us to focus on the one actor.Due to me taking
drame GCSE it then made the acting more realistic and helped the audience to
relate to the advert more.Due to the me taking drama I had a lot more skills to
apply to the advert compared to someone who hadnt had any practise.
2E

In most of our scenes the lighting was our main focus due to us not wanting
the scenes to come out too dark as it would affect the whole focus of the
advert.To avoid this we had to change different angels or change the direction
of the camera to access more sunlightl.Such as on the scenes where the girl
was walking across the bridge we wanted it to be a lot more light as this then
opens up the space which then represents freedom and freedom then links to
happiness which is the theme of our advert which is why the lighting was so
important as it can change the atmosphere of the advert depending on the
lighting. Due to us wanting a good atmosphere we then needed a lot of natural
sunlight .
3

Throughout our filming we changed some shots due to the logistics of filming
such as when the weather was bad e.g raining we were unable to film due to
rain being associated with sadness which then does not suit the theme of our
advert which is why we were unable to film on bad weather days.However when
we had good weather we were able to film due to people normally being in a
uplifting mood when the weather is good which is associated with the theme of
our advert.Therefor when the weather was good we had to film straight away

Personal evaluationcontinued pt4

3
Following this when someone was unable to attend filming we had to continue
due to our time schedule which then made our filming sessions suffer however
they were still productive due to some people being able to attend
4
To improve our advert we could of added more characters into the storyline to
make it more entertaining to the target audience rather than just one
person.Another way we could of improved could have been to create more
empathy to the character we could of done this by including more of a general
background about the actor in the advert such as portraying her to have a
poorer lifestyle and less luxuries,if we did this it would then create a lot more
empathy for the actor making the audience feel almost sorry for the
character.Also to improve our advert we could have been more prepared
therefor we would have more time to edit our advert.This would then make our
advert appear a lot more professional and increase the quality dramatically as
the scenes would slide into each other naturally
5.

I feel as though my weaknesses was having enough confidence to feature in

the advert and this may have shown through the use of my facial expressions
however I feel as though the more I filmed the more I overcome this.However
when I wasnt being filmned I felt as though I helped a lot with the filming and
adjusting due to me constantly checking if the lighting was correct and suited
the look we was going for.If I was to do my advert again I would be more
prepared with filming by spending more of my free time filming however I felt
as though I did this but not enough to feel confident enough that I had
prepared properly