Irn-Bru Pro forma

1. Irn-Bru
JACK ROBERTS

2. Info-graphic Research:
Director of Photography (DoP)-
In the film industry the DoP is one of the major creative roles they provide the film with it’s unique visual
identity, or look. They create the desired look for the project through lighting, framing, camera movement,
etc. the DoP works closely with the camera crew, gaffer, the Production Designer, Costume Designer, and the
Hair and Make-up Department.
Once the DoP has read the screenplay they will meet with the director to discuss the visual style of the film
and then typically:
• visit a location before filming to check its suitability, access to facilities and lighting and sound potential
• order filming and lighting equipment
• test equipment such as lenses and filters to check their effect
• manage all aspects of the filming, sometimes operating the camera
• supervise the camera crew to decide on any special camera moves
• work closely with the lighting team to decide on lighting techniques
• review film footage with the director.
They conduct research and preparation including carrying out technical recces of locations. They prepare a list
of all required camera equipment, including lights, film stock, camera, cranes and all accessories etc., for the
production office to order.
On the day of shoots the DoP and camera crew will arrive early on set to set up equipment. During rehearsals
the director and DoP will block the shots as the actors walk through their actions, discussing any special
camera moves or lighting requirements with the Camera Operator, Gaffer and Grip.

3. Info-graphic Research:
A two or four year degree in film can be an excellent way to start a cinematography career. Many traditional
universities offer these types of degree programs. However, technical schools and film schools typically offer
more specialised training in this field. students will usually take a variety of different courses that focus on
many different aspects of film. For example, students will usually learn about the different types of camera
equipment, like lenses and film, as well as how to use all of it.
According to The Bureau of Labor Statistics, cinematographers made an average annual salary of $48,450 in
2010. The salary of a cinematographer will often depend on a number of factors such as experience, location
(in California the salary is normally higher. The average annual salary for cinematographers in California was
$61,540 in 2010) and industry.
The average annual salary of all motion picture photographers was $52,380 in 2010. In 2011 half of all
cinematographers reported that the annual salary had dropped within the range of $27,590 and $59,430 per
year.
In the British film industry there are still very few female directors and cinematographers, Across 3,452 films
in production in the UK between 2003 and 2015, only 14% of all directors and 7% of all cinematographers were
women, the research shows. Of the 237 films with female cinematographers, 55 had at least one man
additionally working in this role. Only 2% of the films with a male cinematographer had a woman also in this
role.
Film schools in the uk-
MET FILM SCHOOL. LONDON FILM SCHOOL. LONDON FILM ACADEMY. CITY ACADEMY FILM SCHOOL. GOLDSMITHS,
THE SCREEN SCHOOL. RAINDANCE. UNIVERSITY OF WESTMINSTER. CENTRAL FILM SCHOOL.

4. Info-graphic Research:
Director-
At all stages, Directors are responsible for motivating the team to produce the best possible results. Directors
must also always be aware of the constraints of the film's budget and schedule and manage the expectations
of the film's financiers. Directors are responsible for creatively translating the film’s script into the final
product. They are responsible for a film’s artistic and commercial success or failure. During pre-production
directors make crucial decisions such as selecting the right cast, are and locations for the film. They then
direct rehearsals and the performance of the actor once the film is in production. They also manage the
technical aspects of the filming including the camera, sound, lighting, design and special effects
departments. During post production directors work closely with editors to reach the final cut of the film.
You can expect to start your career by getting work experience as a runner on a film set or in a production
office before working your way up through entry-level positions over many years.
In 2017-18, the percentages of women working in key roles behind the scenes declined on television. Behind
the scenes, women accounted for 27% of all creators, directors, writers, executive producers, producers,
editors, and directors of photography working on programs delivered via the various platforms last year.
Overall, programs employed behind-the-scenes women in relatively small numbers, 69% of programs
employed 5 or fewer women in the roles considered. In contrast, only 13% of programs employed 5 or fewer
men.
In 2010, the U.S. Bureau of Labor statistics reported there were 122,500 film directors working in the United
States. Half of those 122,500 film directors earned less than $68,440 per year. This is equivalent to $32.90
per hour.

5. Info-graphic Bibliography:
Anon. (2018). Director of Photography. Available: http://creativeskillset.org/job_roles/759_director_of_photography. Last
accessed 13th Sep 2018.
Anon. (2017). Cinematographer. Available: https://www.theartcareerproject.com/careers/cinematography/. Last accessed
13th Sep 2018.
Time, F. (2018). How Much Do Cinematographers Get Paid?. Available: https://work.chron.com/much-cinematographers-
paid-1804.html. Last accessed 13th Sep 2018.
Anon. (2018). Women remain dramatically unrepresented in the British film industry. Available:
https://www.southampton.ac.uk/news/2018/03/calling-shots.page. Last accessed 13th Sep 2018.
Anon. (2018). Top 8 Best Film Schools in London. Available: https://actinginlondon.co.uk/best-film-schools-in-london/. Last
accessed 13th Sep 2018.
Anon. (2018). Director. Available: http://creativeskillset.org/job_roles/758_director. Last accessed 13th Sep 2018.
Anon. (2018). Boxed In 2017-18: Women On Screen and Behind the Scenes in Television. Available:
https://womenintvfilm.sdsu.edu/research/. Last accessed 13th Sep 2018.
Imani, F. (2018). Typical Salary of a Film Director. Available: https://work.chron.com/typical-salary-film-director-
2669.html. Last accessed 13th Sep 2018.

6. Info-graphic:

7. Client research:
Irn-Bru is a carbonated soft drink from Scotland. In Irn-Bru adverts they use a
linear narrative and use realist narratives more often than anti realist narratives
but do sometimes do anti realist narratives. Irn-Bru usually uses humour to
advertise their product because of the age demographic they aim their product at
is a young demographic. Majority of the humour in the adverts comes through the
facial expressions of the characters reacting to the situation before taking a drink
to help them calm down, for example in the Irn-Bru mum advert and the reaction
from the friends. To advertise their product they use the slogan “Irn-Bru gets you
through.” which makes the drink seem like it can solve your problems and get you
through tough times. The background music in one of their adverts is bagpipes as
it is going off the stereotypes of the Scottish culture also in Irn-Bru adverts they
sometimes use voiceovers but this is when the adverts are being patriotic like in
the Irn-Bru advert for the Glasgow commonwealth games in 2014.
Some of their adverts are quite controversial and other companies such as Coca-
Cola wouldn’t dare put these types of things into their adverts. These surprising
and controversial adverts help Irn-Bru to reach a wider range of people as people
that don’t drink the drink may be told about the advert because of how funny it is
and this gets people talking about the company.

8. Client research:
Irn-Bru will also use strong language in their adverts which their competitors
wouldn’t do. An example for this is in an advert for fiery Irn-Bru the grandma’s say
the start of a swear word but are cut off just before finishing the word but then
cuts to someone else about to say something that sounds very similar.
They don’t just stereotype the Scottish culture and people they stereotype the
English as well to create the conflict between the father and boyfriend in the Irn-
Bru advert from 2013 in which the daughter brings her boyfriend home. Because
this advert is about the clash between the Scottish and the English they on the
advert with bagpipes in the background and a photograph of the father with the
Scottish flag painted on his face to make in clear on the culture but when the
boyfriend walks in and begins talking and his accent makes it clear he is English the
music dies out as the shock/worry becomes clear in the fathers face. The same
thing happens when the boyfriend takes off his coat to reveal his England football
top the father pulls a funny face which is
where the humour is in the advert.
Throughout the advert this shock and worry
slow becomes anger as the dog enters the
room and the boyfriend says it is called
Wembley.

9. Client research:
In the new Irn-Bru “Don’t be a can’t be a can.” series the humour is in the
preinitiation of the word “can’t” with the Scottish accent. The opening of the
adverts in this series are slow and have no background music because it is
opening in a place that none of the characters want to be in so it is quite gloomy
and isn’t very colourful which contrasts with the end of the adverts which have a
lot of colour and there is loud background music which is upbeat music because
the characters are somewhere they want to be now.
In the Irn-Bru advert parents the opening is
also a very awkward and uncomfortable
situation to be in and this makes you as a
viewer also uncomfortable so when it cuts to
the club you feel the relief that the characters
are feeling. These adverts are still using facial
expressions for humour for example when the
mother reacts to the father asking the
boyfriend when he’s going to marry his
daughter.

10. Market research:
Irn-Bru is in competition with other soft drink companies such as Coca-
Cola and Pepsi. All of these companies have the same target audience so
their adverts are also quite similar. In the Coca-Cola adverts they use
humour but it isn’t as intense as in the Irn-Bru adverts, for example in
one of the Coca-Cola adverts an older brother is messing with his little
brother where as in an Irn-Bru advert a son walks in on his mother
sleeping . Pepsi uses celebrities such as Kendall Jenner, Britney Spears
and Beyonce in their adverts to sell their products. Here they are using
star power to influence the audiences decision on what drink to have.
Some of the Irn-Bru adverts push the boundaries on what they show in
their adverts which makes them stand out from their competition as
Coca-Cola or Pepsi wouldn’t dare put this type of stuff in their adverts.
With these other companies like Coca-Cola not being as controversial
they maybe able to reach a slightly wider age range. For example Coca-
Cola’s Christmas adverts appeal to a
wider age range as they a calm adverts.
They also have the sense of Christmas
magic which could help them appeal to
everyone.

11. Audience Research:
Irn-Bru’s audience is very well balanced in gender with it only slightly
leaning towards the male side. There is a very clear age demographic
for Irn-Bru and you can see this through it’s adverts which contain a
lot of humor. Irn-Bru’s audience is also very left wing which means
they support social equality and human equality. As you can see from
the ratings above the majority of people the 1806 people who took
the survey liked Irn-Bru. People who like Irn-Bru also tend to like
things like Domino’s, Frankie & Benny’s and Glen’s Vodka. Irn-Bru’s
main audience is Scottish people so in Irn-Bru adverts they use very
stereotypical Scottish characters or the advert is very patriotic to
appeal to their audience.

12. Idea Generation:
1. Someone is trying to use a printer but they can’t get it to work so they say they can’t out loud when a Scotsman
appears next to him and gives the man a can of Irn-Bru. The person trying to use the printer has a drink then kicks the
printer to get it to work as the Scotsman starts dancing away.
2. A man arrives late into work and runs into his boss who asked him why he is late and he can’t come up with an excuse
on why he is late and starts panicking so he quickly takes a sip of Irn-Bru to calm himself and then says to his boss he
was running late to work so he ran a red light and was running from the police. He then hears sirens from outside so
he takes another sip of his Irn-Bru and begins to run. Or he arrives late into school and is trying to get to lesson before
the door closes and he is late to class.
3. A teenager pours some Irn-Bru into his dogs drinking bowl and the dog running around the room really fast then
disappears out of the door and appears on the moon.
4. A woman comes home from work to see her boyfriend leaving the house and saying he wants a divorce and he is going
to marry her transgender sister. The girlfriend then takes out a can of Irn-Bru and then wishes them both the best.

13. Individual Idea:
A man arrives late into work and runs into his boss who asked him why he is late and he can’t come up with an excuse on
why he is late and starts panicking so he quickly takes a sip of Irn-Bru to calm himself and then says to his boss he was
running late to work so he ran a red light and was running from the police. He then hears sirens from outside so he takes
another sip of his Irn-Bru and begins to run.

14. Group Idea:
Our group idea was to have a western style stand off between an Irn-Bru can and another soft drink brand. We will stick
eyes on to the cans and paper guns. It would open with the two cans standing at a distance from each other as an
establishing shot and then do close ups of the eyes we can stuck on to the cans. we’ll then have the cans fly towards
each other and it will cut the words Irn-Bru on the screen with a picture on the Irn-Bru can.

15. Planning Docs (TV Advert):
Shot list –
Back shot of Coca-Cola can.
Pan to reveal Irn-Bru can.
Close up of Irn-Bru can.
Close up Coca-Cola can.
Close up of gun.
Long shot of fight.
Props –
Irn-Bru can.
Coca-Cola can.
String
Googly eyes.
Paper guns.
Locations –
College class room.

16. Planning Docs (Advergame):