pre producution

1. PRE-PRODUCTION

2. DELETETHIS SLIDE
• This document is set up for the for general visual based still image
production.
• This document is not exhaustive and you can add new elements
and remove elements that may not be appropriate for your chosen
product type. For example:
• Moving image- you do not need to do layout plans but you will need to
conduct storyboard and add them to this document
• Only slides with titles in BLUE can be deleted. Everything else is
necessary for the unit.

3. The general consensus from my survey, was that people would more likely buy
a perfume product if it were in a dream like, or naturistic style, so I am going to
plan for my product to be a mixture of both, which follows on from my Marc
Jacobs research, as well as general things that have inspired me along the way.
Location Scouting
Due to the lockdown, it is unlikely that I will be able to travel far for filming, so i
will have to find an area closer to home for production. Luckily, as my theme is
nature, I live near a lot of wooded areas, and have a good few locations to choose
from.
UnderTreed Pass
• 5 minutes walk
• Nice lighting on an evening
• Urban, yet feels like you are far from
town.
• Green fits in with the naturistic feel.
• Can distance from passers by.
• Good for composition with straight
path as a guide.

4. Location Scouting
Tewwit Well Harrogate
• Good for circular/spinning shots due to buildings
shape.
• Antiquated so adds to the dream like feel, but still
feels naturistic with the trees in the background.
• Nice lighting in the evening.
• Easy to avoid passers by and distance.
• Use the building for photography and filming in
many different ways.
Lake,Valley Gardens
• Very picturesque.
• Circular- HarmonieTheme
• Might have issues with lighting in the evening as
it is surrounded by trees that reduce light.
• Large area with multiple opportunities to take
images.

5. Location Scouting
Valley Gardens, Japanese Gardens
• Interesting area to take images.
• Different plant variety's, adds different colours to the
image.
• A large area with different opportunities for
filming/photographing.
• Could have issues with lighting as it is surrounded by trees
that block sun, may have to film at different time.
Valley Gardens,Wood Carvings
• Fits in with dream like aspects- giant bird
• Better lighting in the evening than other areas,
still filled with trees however it’s a more open
area that lets light in.
• Might be able to enhance the colour of the bird
to make it pop more.

6. Location Scouting
• Knarseborough River- Horse Shoe Field
• A large area- horse shoe shaped- tends to have
large overgrown areas as well as small beach
areas, easy access to rivers, and areas with cut
grass easy for walking.
• Lovely lighting on an evening.
• Many opportunities for photography.
• Leads onto a larger wood with forest path.
• Relatively safe as long as the river isn’t up, and
you don’t swim too deep.
• Very naturistic and secluded area.
• Might not be able to access due to lockdown.
• Very green.

7. Location Scouting
• I think, due to the current situation, it is most likely that I will use
the areas in Harrogate for filming, as it is unlikely I will be able to
travel to Knareborough. I will most likely film and take my images
in the different areas of theValley Gardens, as I can get a good
range of interesting backgrounds and settings in one small area,
however I can always use the stray and the UnderTree Pass for
extra filming if I need to redo some shots do to lighting ect.

8. Style Sheets
Cottage Core
Cottage Core is a type of aesthetic I have
seen growing popular on social media sites
such as Instagram andTikTok. It is inspired
by the romanticized interpretation of
agricultural life, centred around the idea of a
simple life and the harmony with nature. I
like this aesthetic as it is quite similar to my
inspiration for this project, Marc Jacobs first
ever Daisy campaign, and resonates with the
name of my perfume product: Harmonie. It
is also considered very dream like, people
usually fashioned in long floaty dresses in
pastel colours.This style could be something
to consider for my project, however I don’t
want it to feel like a copy of Marc Jacobs
campaign, so I may step away from this idea.

9. Style Sheets
Ethereal Nature
Ethereal is an aesthetic is based
around the feeling of being extremely
delicate and light in a way that seems
not to be of this world. It is a very
dreamlike idea, and incorporating it
with nature gives it a magical feel
that the Cottage Core aesthetic
might not. Cottage Core tends to
focus more on the person in the
video, where as this is more about the
world around them. I like the idea of
using this to enhance the images I
take in the areas I have chosen.
I love this image, and might use it as
inspiration for my still images.

10. Style Sheets
Looking at the images and aesthetics I have chosen, my colour pallet tends to be warm
and sunny, and has a serene relaxed glow to it, so I think MY colour pallet will suit this.
There are also lots of greens and browns, natural and earthy colours, and these will be
added into my colour pallets also.
Using adobe colour, and images found in my style
sheets, I have found certain colour pallets that could
be useful and help me come up with my own.
Cottage Core by the River
I like this colour pallet as the colours
are very earthy and natural, the blue
of the sky, and the deep greens adds
to the naturistic tones.
This pallet, although from the same image, as
a more pastel theme to it. There are no
greens with blue being the highlight, and the
lilac and beiges are quite feminine, however
blue is quite a cold colour, and I would like it
to be warm

11. Ethereal Forest
Unlike the other image, this pallet lacks a lot
of bright colours, mostly being muted greys
and beiges. I like the earthiness of the pallet
and how the colours clearly work together,
however the colours don’t seem bright and
give off a sense of youth and happiness.
Cottage Core- Girl with Basket
These two colour pallets are pretty similar to
each other, with the same colours but in
different tones.
This first image has a mixture of deep purples
and greens, however I don’t think they give
off a feeling of youth, and they perhaps clash
with each other.
The second pallet has brighter colours, with a
more yellow toned green and an earthy
brown. Although the yellow undertones add a
more vibrant colour, I still don’t think it is
youthful enough for my project.

12. Cottage Core- Girl with Flowers
I really love this image and the colour pallet that Adobe created from it. Its highlighted how green is mostly the
background colour and dominates as a base, including the blue of the sky almost as a highlight, and then the white
of the models dress which dominates the foreground. I like how there are different tones of greens, earthy and
bright, how the sky is very blue and striking, and how the white compliments the colours. I think in my own colour
pallet I would like to go forward using a technique like this : Base (green) Highlight (Blue) and Foreground
(white).
Doing this could really help enhance the images and pull everything together. Colour is very important in the
advertisements I have looked at, so I need to make sure that the colours I use are used for a reason, and keep
things cohesive and together. In my research I have found that blue suggests serenity and kindness, both positive
connotations.Also green suggests nature, harmony and acceptance. And finally white suggests youthfulness,
purity and also peace which correlates with the blue. For my younger target audience,16-25 these are colours that I
think associate with them.These are young women who are still finding themselves and are just going into the
world as their own people, and qualities of kindness, acceptance and harmony with things such as nature and in
personal relationships are important in these transitional years. However, I want colours that also empower
women, things such asYellows, seen in this image with the flowers, suggest personal power and taking control of
who you are, and red the colour of passion and physical energy to show that although young women are kind and
accepting, they are also powerful and strong.

13. Storyboarding
In my research, I have noticed that most of the print advertisements for perfume adverts, tend to be
snapshots from theTV ad. For example, in the Joy, Dior print ad, we have an image of Jennifer
Lawrence lying down by a pool, we also see this in theTV advert. Because of this, I plan on filming the
TV ad first and planning for that first, and creating my print ad from that.This allows everything too
look parallel and cohesive, as it is one campaign and 2 mediums, not 2 campaigns.

14. Rip-o-matic
To help me visualise my storyboard, I created
a Rip-o-Matic by using found footage from
online, in a way to help me see how my
advertisement needs to be cut together.
I tried to keep away from using lots of footage from
perfume adverts, as I don’t want my production to become a
copy of already existing adverts, however for shots that
involved physical perfume bottles, I did find footage directly
from brands such as Marc Jacobs and Lancôme.This helped
me quite a lot because it gave me a clearer image of exactly
what I wanted, and ideas how to place a product in a setting.
In my advert, I want to have a specific shot where the
model looks through the perfume bottle that magnifies
her eye slightly, but it was difficult to find something like
this, so I simply used 2 different shots – one of an eye and
the first perfume bottle clip- and pasted them on top of
each other, and made one clip more opaque so you could
see both at the same time, to give some sort of illusion of
looking through a glass.

15. Rip-o-matic
I also used this as a good time to choose some of my music for the advert, as I believe
music is very important to any sort of film, as I can change the whole feel of it, as I found in
my Rip-O-Matic.
To begin with, I found a cover of Santigold's DisparateYouth, as I found it very
dreamy and eerie in a way. I also feel as though the original is a lot about youth
empowerment as well as female, and about the future, so believed it would be
a positive choice. However when I added the cover version to my sequence, I
found it made the tone less positive, and quite sad and melancholic. This is not
what I want at all for my advert, because I want the audience to feel a positive
connection with the product, and not feel negative and sad feelings towards it,
which I think this particular piece of music did.
The next song I explored, wasThe FirstTime Ever I SawYour Face, by Roberta
Flack, as the previous times I have heard this song, I have felt very relaxed,
and in a way it feels quite dreamlike, and since then I have had many positive
connotations to the song.This song definitely works better than my first
choice, and I found that I can match a lot of the lyrics to the clips I plan on
filming: “I thought the sun rose in your eyes” – the eye through the perfume
bottle, for example.The song is also very romantic, a theme that I have seen
in quite a few perfume adverts, and can also be seen in my biggest
inspiration, Marc Jacobs Daisy Advert.

16. Rip-o-matic
Another track I tried out, was All I Wanna Do by the Beach Boys. Again, this track
maintains a sense of romance and positivity, it also is very dream like which fits with
my theme, and is at a slow and relaxed pace, but is fast enough to say its cheerful. I
like how old the sound is and it gives a feel of nostalgia, and of older times, which
could attract the market. Currently throughout social media and youth culture, pop
culture from the early 60’s all the way to the early 00’s are becoming “cool” and the
fashions and music from these times are having a huge comeback, especially within
my target audience, so I have no doubt that this track would entice my target
audience to watch. Again, talking about nostalgia, it may catch older womens eyes,
who remember being young and listening to this song, and persuade them to buy it
for family members such as granddaughters or nieces ect, which is pulling in a wider
audience.
The final track that a tried was an instrumental song called Mary’sTheme.
I had never heard this song before until I came across it on the internet,
however hearing only a few seconds of it I knew that it would be perfect
for my advertisement.The quite prominent harp instrument in the
background gave it a nice pace, and made it feel very dreamy, and the
soft drum beat sort of sounded as though it could be mistaken for
someone walking on leaves, which would fit with my naturistic theme. It
is also only instrumental, so I don’t have to worry about lyrics fitting to
the images on screen, and I don’t have to worry about them taking away
from what's on screen also. It also has an old time feel to it, however not
as much as previous products, so might fit better for the target audience.
It is slightly faster paced than the other tracks, which gives it a cheerful
and positive vibe, which is just what I want.

17. Font Eexploration
M A R C J A C O B S
Corbel (Body)
M A R C J A C O B S
Century Gothic
M A R C J A C O B S
Berlin Sans
M A R C J A C O B S
Grotesque
M A R C J A C O B S
Nirmala UI Semilight
Here I have explored some fonts that
look similar to the font Marc Jacobs
actually uses.The font he uses is a
modified version of Century Gothic,
which I have looked at here. I have only
looked at Sans fonts, as I believe they
look more professional and look better
on things such as posters and
advertisements, as Sans Serif fonts can
look quite romanticised.
I have decided to go with CENTURY
GOTHIC, as it is the closest to the real
font the Marc Jacobs Brand uses, and I
think this is the most important thing.
H A R M O N I E
M A R C J A C O B S

18. Magazine Ad
Layouts
In this Mock Up magazine advertisement, I went away
from my initial plans, and see this advert as a
secondary advert, something to accompany the main
magazine ad. I tried to keep it very warm, using colour
correction and colour balance, and altering the
brightness and contrast of the images ect.Throughout,
the biggest issue I had, was trying to make the
perfume bottle fit into the setting, as it was obviously
taken in a well lit studio with professional cameras,
where as the other images I used had all been taken
outdoors with natural lighting. Although it doesn’t look
perfect, I think that the perfume bottle fits okay into
the image, however it could be improved. I added the
lens flares to keep with the ethereal and dream like
feel, giving the illusion of beaming and blinding
sunlight, and I tried to use natural colours. I think doing
this advert, has helped me learn how to blend different
images into the same image, giving the illusion that
they were taken in the same place, but it has also made
me realise I need to work on skills such as adding
shadows, colour correcting perfectly and to a high
standard ect.This will also help me when I get to the
shoot, as I can show this to my model as an example,
and I will also know what I am doing.

19. Magazine Ad
Layouts
In this mock up magazine advertisement, I stuck to
what I had looked at in my research, and went with
a very naturistic look. I think I will use this as the
main layout for my magazine adverts as it clearly
shows the model, the forest setting she is in, the
clothing she is wearing, and of course the product.
In my previous layout, I got feedback saying that
my text was a little difficult to read, so in this one I
have kept it the vibrant yellow, but made the text
bolder.To show cohesion, I have also added beams
of light and lens flares, to give the feeling of a
warm summer day, as well as peacefulness and
serenity. I used an image of the model Kaia Gerber,
the poster girl for Marc Jacobs Daisy, and liked how
she was posed, and looking directly at the camera,
inviting the audience in. I shall use this technique in
my advertisements, as a way for the audience to
relate to the model and therefore, be more likely to
purchase the product. In this mock up, there is also
a clear theme of yellow, however I think I shall step
away from this, as I plan on changing the colour of
the perfume product, and would prefer the overall
hue of the advertisement to fit around that.

20. Resources
Equipment/ Props/
Costume needed
Locations needed
iPhoneCamera Valley Gardens, Harrogate
Summer dresses- preferably with a
flowery pattern.
PineWoods, Harrogate
Adobe Photoshop The Stray, Harrogate.

21. Contingency Planning
Potential Issue Solution
My iPhone could run out of charge before/
during we get to the set for shooting.
Make sure it is fully charged before I leave, and
also take a portable charger.
The area chosen might be too busy and we
may not be able to stick to social distancing.
I have 2 other locations around Harrogate that
are large and have plenty of space to distance,
even if it is busy.
We might arrive to late to catch “GOLDEN
HOUR” and get the intended lighting I want.
Arrive to the location/s at least half an hour
before golden hour.