D2: Justify the changes you made to your original plan

 

D2 Justify the process you have taken against your original plan

 

I have included screenshots from different frames of the completed advert for the Powerbeats Pro. I created a storyboard and script to help the production of the advert. I have since change the plan since starting the advert so I will discuss this.

 

 

 

Here are my storyboards. In the advert the character wakes up in the morning and begins to have a terrible day. They hit the ‘cancel alarm’ button then wake up realising they are late. They accidentally stand on a plug socket that had been left there from the night before then stub their toe on the wall. Then they rush downstairs to make some breakfast and they burn their toast. After this they rush around for their keys to get out of the door. They stand at the bus stop amazed because they were late there but then there bus didn’t turn up either and they get frustrated that they have to wait around even longer and they have to try and untangle their old earphones which makes them angrier. They finally get to school, and press the headphones to talk to siri and find out what assignments they have, which was a subtle way of showing the feature.

Since pre-production, my team and I have adapted the original narrative , such as adding new scenes and shot types. I chose to use the soundtrack ‘Cloudy Day’ by Tones and I, which I got permission o use in my advert to ensure I don’t go against copyright laws. I used cloudy day as it represents the character as at the start it begins slow and sad but the chorus is fast paced as the narrative of the character gets happier suxh as when the lyrics state ‘find the sun on a cloudy day’, which is a reference to the fact that the earphones will instantly improve the day.

In the advert, the character starts the sequence by waking up to an alarm before hastily snoozing it and falling back asleep. I used an extreme close up of the characters face and the alarm to capture their expressions as they panic when they wake up late. They rush out of bed to get dressed and they stub their toe on the wall, quickly make some toast using a bust shot of the bread going into the toaster and toast pops up as a close. Then they run to grab their coat and bag and keys and open the door. That is the entire house scene we decided to go with. We decided to remove the plug scene as it could be harmful to the actor if not performed safely, which might have made it less realistic. The home scene was the first section to the narrative of the subject having a bad day.

We did a bus stop scene because we felt that doing a scene on a bus was pointless as we had a strict time limit and wouldn’t have been fully legally cleared to use the footage, such as a filming permit, consent forms for everyone on board and then also the time between each bus. The scene starts with a bus driving past the bus stop with the subject running after it after missing it. The subject gets agitated and starts to tap their feet on the floor with a low angle close up shot of the feet. This scene is drastically different from our original plan as the original plan was for the character to miss the bus but then get angry and untangle the earphones but get eve more upset and throw them away. I am satisfied with the footage filmed as it served the same purpose and was so much effective for time and copyright as we didn’t have to worry about copyright issues.

We filmed the ‘school’ scene in Danum Library, where we got a signed release form to shoot this scene. Although, this scene is different to our original plan because our first idea was that we were going to film this scene in Doncaster UTC however as a group we agreed that the scene would look better in the Library. This worked perfectly though because we used books and computers as props to looks like a study and work area.

Firstly we see the subject walking into the library, which then fades into a pan to the right of the earphones on a stack of books. There is then a medium shot of a stressed subject until they finally notice the Powerbeats on the pile and realise the solution to all of their problems. This is message of our advert showing how the consumers problems can be faced when using powerbeats. The character puts in the Powerbeats with a close up shot. The character receives a call and answers by pressing the button on the Powerbeats. The subject then flies through the work without any sturggles in a timelapse of the books going down. Then the subject leaves happily. The character leaving is filmed using aa medium shot, POV shot and close ups. At the very end it shows a clip of the Powerbeats in the case where the advert then fades to black. Overall, I am very happy with the changes we made as we made the advert work even when faced with issues in such a short amount of time.

Hook

(Capture Attention → Excite: You have 6 seconds before they can skip the ad to capture attention. What will they learn?)

Relatability: The character wakes up having a bad day, and we added a little bit of humour in the start and added exaggeration to show just how a day can go from bad to even worse. This is relatable because at some point everyone has a bad day, so it will catch the attention of our target audience.

The advert is dark and at times monochrome to reflect the sad mood of the character.

 

Educate

(Why You?)

The advert could use show not tell to make sure the advert is not annoying to eatch. The character take the Powerbeats out to help the mpower through their work and make everything in their life a little easier. They show how to answer calls, talk to siri, manage assignments and how happy they make you. We are thinking of using Beyonce Love on top with the tag when she says “bring the beat in”.

 

First Call To Action (CTA)

All before 29 secs

We can show this website in the advert when the subject opens the app on their phone. This is an indirect way that I can tell the audience a way to purchase the earphones, and the camera can zoom in when this is showing.

Educate again: More in depth

(Talk direct to you the viewer) - 20 seconds/min

I use show not tell, as I can show the voice assistant feature support and show how you can answer calls with these earphones with ease. After the cahracter arrives at school they sit and ask siti what assignments they have. This is shown by holding the button on the side of the earphones. After this the music begins to play and they power through the work that they have.

Second Call To Action (CTA)

Create Urgency

We can talk about celebrity encorcement in other Powerbeats adverts  and how pro level athletes like Anthony Joshua, Serena Williams and Lebron James, which can give a description under the Powerbeats Pro ‘Unleashed’ spot highlights sporting potential of wireless earphones.

 

 

Educate more

(Talk direct to you the viewer OR other footage that explains more) - 20 seconds min

The subject could get a call in the middle of class and then every could be fascinated by the Powerbeats and start researching them and buying them on the website. The teacher could then change the lesson into one about Powerbeats and their hidden features on both IOS and Android. They can mention battery life for both the earphones and for the case. The end of the advert could be the student taking the Powerbeats out where it fades into a graphic made on photoshop.

 

Final Call To Action (CTA)

(Final Call to Action - last push)

The graphic at the end is the final push to get customers to buy the Powerbeats. The Powerbeats graphic will contain a price, website, select retailers, different colours. There will be a voiceover at the end to urge people to get themselves a pair of Powerbeats.

 

Powerbeats pro Audio-Visual Promo Script 

 

 

SCENE 1: 

 

INT. BEDROOM, EARLY MORNING 

  

Its dark, dismal and monochrome morning 

 

Extreme close up of the phone, high angle, zoom in, phone lighting 

 

Alarm noise plays, character Snoozes alarm and falls back to sleep. 

 

Cuts to black abruptly.

 

 

 

SCENE 2: 

 

Extreme close up of the phone, high angle faster zooms in 

 

Alarm noise plays again, phone lighting 

 

character wakes up looking panicked and presses stop on the alarm.

 

 

 

SCENE 3: 

 

Extreme close up, ground level angle, truck camera movement (left) 

 

Light bulb ceiling lighting 

 

Character walks and steps on a phone charger plug.

 

 

CHARACTER (quietly) 

 

Ouch! 

 

 

 

SCENE 4: 

 

Over the shoulder camera shot, shoulder level angle

 

Character puts some bread in the toaster and leaves. Toast pops up burnt (the noise) and the character returns (still over the shoulder shot) to see this. 

 

 

 

 

SCENE 5: 

 

Point of view camera shot, eye level angle

 

Character runs around for their keys and bag then they rush out of the door.

 

 

 

 

SCENE 6:  

 

EXT.BUS STOP, DAY 

 

 

Medium camera shot, truck movement (right) 

 

Lighting from the sun 

 

Character is at the bus stop and is getting annoyed trying to untangle earphones. They sigh angrily and put the earphones back in their pocket. The bus is late and passes the character which infuriates them.  

 

 

 

 

SCENE 7:  

 

INT.BUS, DAY 

 

Medium camera shot, shoulder level angle 

 

Noise from the bus and outside, possibly from other passengers 

 

The character gets on the bus and takes a seat.  They are getting more and more annoyed because of the sounds. They take out the Powerbeats Pro from their other pocket or bag. 

 

 

 

 

SCENE 8: 

 

Extreme close up of the Powerbeats Pro Earphones, high angle 

 

Noise gets quieter (in editing) 

 

The camera does an extreme close up of the Powerbeats Pro case when the character opens it. There is a slight pause to let the viewers look at the earphones and then the character takes them out of the case. 

 

 

 

 

SCENE 9: 

 

Medium camera shot with shoulder level angle 

 

The character puts in the Powerbeats Pro earphones. 

 

 

Extreme close up and overhead angle of the phone

 

On the phone, they will use Bluetooth to link the earphones to the phone. The beats app will also show the percentage of the earphones. 

 

 

 

 

SCENE 10: 

 

Close up camera shot of the phone, overhead angle

 

The character searches for a song that they like on the phone and clicks the play button on their earphones.

 

 

Close up camera shot, shoulder level angle

 

They use the volume button on the Powerbeats Pro earphones to turn the music up.

 

 

 

 

 

SCENE 11: 

Medium shot, shoulder level angle 

 

Noise from Beyonce Love on Top song 

 

The advert goes from monochrome to colourful; the character looks happy while they are listening to music with their Powebeats Pro earphones.  

 

 

 

 

 

SCENE 12: 

Over the shoulder camera shot, low angle and zoom in on the phone 

 

The character searches up the Powerbeats Pro on the Beats website on their phone. This is the call to action.  

 

 

 

 

SCENE 13: 

 

INT.UNIVERSITY, DAY

 

Fade in, medium shot and shoulder level angle

 

Character sits down wearing the Powerbeats pro still. They long press the middle button on the earphones which then activates the Google voice assistant. 

 

 

CHARACTER

 

Ok Google, what lessons do I have today?

 

Google responds.

 

 

 

 

SCENE 14:

 

Medium shot, shoulder level angle

 

Phone call noise

 

Character answers the phone call from their SO by clicking the button on their Powerbeats Pro. 

 

CHARACTER

 

Hi how’s your day been?

 

 

 

SCENE 15:

 

Medium shot, zoom out, a little background blur

 

Noise from a voiceover 

Powerbeats Pro image is shown on the screen, the background of the character blurs a little and a voiceover can be heard 

 

VOICEOVER

Lots of celebrities use Powerbeats Pro, amazing sports athletes such as Serena Williams….

 

 

 

 

 

SCENE 16:

 

Over the shoulder, zoom in

 

Character gets a Microsoft Teams call on their phone that their Powerbeats Pro are linked to.

 

TEACHER

 

 

The Teams Call changes from a class to information about the Powerbeats Prov earphones. The teacher talks about the specs of the earphones.

 

 

TEACHER

 

The earphones are sweat resistant, they last for over 24 hours, and they have automatic ear detection.

 

 

 

 

SCENE 17:

 

Full shot, zoom out

 

The character ends the Teams call and walks out of the door, we have a slight pause and zoom out at the door and fades to black.

 

 

 

 

SCENE 18:

 

Cuts to scene

 

Noise from Beyonce Love on Top song

 

Our own designed background with Powerbeats Pro as the title, only £219.95 as the next largest text to draw attention to the price. Available on the Beats website or at selected stores with store logos where you can buy the earphones. We will have someone do the graphic design for this.

This is the original script for the advert, which shows the original ideas and narratives that I had and how the storyboard was based on this script sheet. The script shows the dialogue that I wanted my character to say to keep the audience entertained. In the end I didn’t use the script in the final version of the Powerbeat's Pro advert because the music and the performance alone was enough to tell the audience how the character was feeling. I decided having too much dialogue and too little actions may have been less engaging and I wanted it to more accessible to people who struggle retaining information so I used a show not tell technique.

 

Here us my moodboard, which I collated using a collection of images and sample materials and colours to show a certain theme. On the moodboard you can see a beats logo and the beats product because I wanted to show what the advert was going to be promoting. There a 2 pictures of people: graduates who are graduation college and going into the world of work. There is a Microsoft teams logo because the original plan was to have the character show off the microphone quality and show how to accept and decline calls using the headset, however this changed in the final version and we decided to have the person talk to Siri and ask what assignments they have, which was a subtle way of showing the microphone. There is a picture of a bus in Doncaster because we have scenes which show our character missing their bus and a bus stop scene. The selective mono-chrome colour image shows how we wanted the earphones to make their appearance on the the advert as this would draw immediate attention to the earphones. Overall, this was my original plan for my Powerbeat's Pro advert.

There were some things that I adapted for my complete version of the advert. The target audience has remained the same throughout because we decided to still target explorers both male and female between the ages of 18-30. We stuck with the beats app being a part of the advert as it shows how the app links with the Powerbeat Pro earphones. This app shows the battery percentage and health and how you can rename their Bluetooth name and show what the Powerbeat Pro’s are capable of. I changed the narrative as instead of using teams, we decided to use Siri and a phone call by showing the earphones’ long press feature. We chose not to film on a bus as it would have been impractical and wouldn’t have helped the narrative in any way and it could have been difficult to film and get legal rights to film, and if any mistakes happened like dropping a camera it would have been expensive. To replace this I used close up shots to show the audience what was being promoted so that It was clear what the intentions were.