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1. INITIAL PLANS
Madeleine Ross

2. Initial Reaction
• My initial reaction when we were first told the brief was mostly excitement as we
have a completely clean slate and told we could do mostly any ideas we wanted,
which means that I have a lot of room for exploration and discovering where my
strengths and weaknesses lie with this project. It makes me feel positive that I can
fully focus on the things that I enjoy such as video and print, and see what I can
come up with within them genres, as they provide such a broad range of topics.
• My first thoughts were to immediately do something involving video, as this is
something I’m very passionate about and would hopefully like to continue into a
future career. I have always been mainly interested in cinematography and making
the video look “pretty” and “striking”, and I have always enjoyed editing, so I would
like my project to centre around that, so I can build my skills in that area. I think this
is a good focus, as I do enjoy editing, but I also thinking I'm quite good at it and have
skills in observation and timing, and previous projects such as the MusicVideo
production, I have focussed a lot on editing.
• Some initial ideas that came to my head when we were first told the brief was to
explore marketing of products I like and use everyday, such as perfume and makeup
brands, and thinking about how they advertise to a target audience. As I do enjoy
film, I also had ideas about possibly making a short film of some sort, however I
think for my first FMP I would like to do something I feel more confident in, before
jumping straight into something that can be quite demanding and difficult to
accomplish well.

3. Mind Map

4. Mind Map

5. Mind Map

6. • I have decided to go with the marketing campaign for a perfume brand for my
FMP, as it was the idea that most excited me and I feel like I can do a lot with this
project, in way of research, planning and the development of my ideas
throughout. As a young adult, products such as perfume, make-up and fashion
brands are advertised to me constantly, so I understand a bit already about how
companies entice us to buy, and I understand the market that these companies
are advertising towards. I feel this knowledge will help me understand how to
create and research properly what I need to. Also, within the perfume brand
market, I can have a lot of freedom with what I can create, as perfume adverts,
especially female brands, rely a lot on visuals and meaning within their ads, that
might have no connection to the perfume at all, and I think I also have a good
range of knowledge already to be able to do this in my own work, weather it be a
print advert for a magazine, or for aTV advert. I always initially wanted to work in
video as it is what I'm most passionate about, however I don’t think I am confident
enough yet to work in longer pieces that are for example 3-5 minutes long, so I
think a video advert forTV that doesn’t have to necessarily be really long, but I can
create shorter versions that are all slightly different in editing style and visual
style, that are still clearly linked and advertise the same product, will help me
develop my skills and help me understand what I am more passionate about
within the video medium. As well as video, perfume brands also rely on print
advertising that are shown in different magazines such asVouge and other
popular fashion magazines, so I also think this project will be a good chance for
me too look at how brands advertise for print and how that might be similar or
contrasting to theTV ads. I will also be able to build my skills in things such as
photography and photo editing.

7. Mood Board
The Marc Jacobs perfumes are light
fragrances generally targeted at younger
women mostly teens and young adults.
This is evident in the names such as
“DREAM” and “LOVE” which are quite
romantic and feminine.The colours are
also typically feminine colours.
All of the adverts feature younger
models, again determining the
target audience. All very natural,
natural clothing, quite innocent in
contrast to other adverts. All in
naturistic settings.
Magazine Ads
Yellow sunflowers are similar to
the accent of yellow on the
perfume bottle.
A darker tone,
however still is very
naturistic, fairy tale
like and “romantic”
could explore more
in planning.

8. Mood Board
A classic bottle shape- tells us its
popularity, the bottle hasn’t
needed to change for decades. Not
about packaging. Sophisticated.
Modern magazine ads
Blackandgoldsuggests
wealthandsophistication.
A lot more “GLAM” in contrast to Marc Jacobs adds.
A-List celebs such as Nicole Kidman and Lily-Rose
Depp suggest expensive price tag and high class.
Timeless ads for a
timeless perfume.
Vintage adverts from when
no.5 released, Black and
White could be an approach
I take.

9. Inspirations

10. Inspirational Locations
DoctorsWood – Grosmont
• Serene and relaxing environment.
• Long winding rivers and streams- lots of
areas to film and take photographs.
• FairyTale like setting- little bridges, stepping
stones, woodland paths ect.
• Easy location to access.
FountainsAbbey Moon Pools
• Greek setting against British woodland
• Large river and man made pools of water.
Interesting to take images off.
• Lots of different areas that are enchanting
and individual to produce in.
Ancient Greek Art-
Mix Greek art work into
project, still feeding into
fairy tale and naturistic
state and locations

11. Mood Board Analysis
Is there any repetition in the images you have collected? Repeated
colours/images styles/fonts/tone/mood.
• In the mood board with images collected and inspired by Marc Jacobs, there is a
definite tone of happiness, summer time and freedom, with all the photos for the
magazine adds taken in open spaces such as grassy fields and on long beaches.The
bright tones of blue and yellows in the images that inspired me all give off a tone of
warmth and youth, attracting their demographic. In contrast, the images collected
from the Chanel No.5, all give of a darker and more sophisticated tone of wealth and
womanhood.The outfits the girls are wearing in the Daisy ads are all white and
summery, suggesting innocence and youth, where as in the No.5 ads the outfits are
more provocative with Kidman wearing a backless, low cut dress, and one model
wearing nothing.These ads give off a sense of maturity and womanhood that the
Daisy ads, leading people to believe that they are targeting an older audience.
Marylin Monroe was also a big influencer of No. 5 and she was one of the biggest sex
symbols in the 1950’s, further solidifying the older and mature audience.
How will your mood board influence your final product?
• I think I will lean more toward Marc Jacobs approach to advertising as
I am planning on targeting my perfume more towards teenagers and
young adults, and will be using this age group within my production, I
think it will be more appropriate than Chanel No.5’s branding, as it is
possibly too mature for the younger audience.