The creative brief is for a video promoting the London School of Makeup. The video aims to showcase the school's inclusiveness by featuring diverse students and demonstrating that makeup is for everyone, not just a certain group. It will follow several characters through their morning routines before meeting at the school. The target audience is women and men ages 18-35 who are interested in fashion, beauty, and further education.

1. CREATIVE
BRIEF
Project Name – Zigzag Brief 2
Client company-London School of Makeup

2. 1. OVERVIEW
We chose to create videos for London School of Makeup because we all have a interest in makeup and due to the
target audience being a specific target audience we know what young women look at. Some members of the group
have done videos for other clients which are smaller and not as well known. In addition, we wanted to educate young
women on the life they will have here and what is on offer.
3. TARGET AUDIENCE
The marketing campaign will target ages 18-35, the videos will be
easy on the eye with a large emphasis on the colour scheme as it
is a make-up and fashion school. Mainly women but also targets
men. Large part of our target audience will be younger women
wanting to apply for further education. They have interests in hair,
fashion and beauty, keeping up to date with new trends by reading
fashion magazines for example. Their lifestyle is that they are
students as they need to have time to attend these courses. They
will be middle-class due to the expense of the courses and live
near London and come from wealthy backgrounds. Spend a lot of
time on social media watching make-up tutorials. They will have
large social groups so that they influence each other and drink in
high end bars. Their motivations are keeping up to date with
fashion trends and products. They will be open minded as the
advert is wide range and explores various fashion trends.
6. TONE
The tone for this video is serious because the school will want to show how they can appeal to a certain aspect of
people and get the intake they want.
5. MESSAGE
The message we wanted to get across was that people from different walks of life wear make-up in various styles and
go to college. The aim is to solidify the inclusiveness of the school so people will apply. By using diverse characters for
our video we automatically widen our audience. It will be distributed on TV and then condensed for Twitter and
Facebook. 2 mins long.
VIDEO PRODUCTION CREATIVE BRIEF
2. OBJECTIVES
TANGIBLE GOAL #1
Promote the London School of Music.
TANGIBLE GOAL #2
Educate people in how the school is open for all.
TANGIBLE GOAL #3
Make-up is for everyone not just a certain group.
4. COMPETITION
London School of Music is competing with other similar schools. Consist of London Makeup School and London
Academy of Freelance Makeup. This is the competition LSOM is against. By trying to create a big social media
presence they will be able to get themselves noticed.
7. VISUALS
The colours of this will be less saturated than our ‘Make-up through the
ages’ as it will paint a picture of normal life along side the college as we
see the characters get out of bed and complete their routine before
college. At the end of the video all the students will walk through the
entrance to the school and greet each other to show the school is also a
place you can build friendships, not just knowledge. At the end of this
video we will have a fade into the logo of the school and the link to the
website.

3. 10. DATES & DEADLINES
PRE-PRODUCTION
❖ Roughly 2 weeks.
PRODUCTION
❖ Roughly 4-5 weeks.
POST-PRODUCTION
❖ Roughly 2 weeks.
DISTRIBUTION
❖ On TV and then Twitter and Facebook
11. STRAY OBSERVATIONS
The equipment needed is a Canon C100 x2, 2 Tripods, a Sound Kit, a Boom Mic and a Tracking Dolly.
The Budget and Dates and Deadlines are a rough idea so this would be changed when meeting the client based on
availability and money availability. This video will be distributed on TV, however there would be a condensed advert for
Twitter and Facebook.
8. SCHEDULING
Gather information based on the target audience and the client. The storyboard ideas and script writing. The finalise the
script. Followed by location scouting. Create a shot list and gain filming equipment and makeup products. Get makeup
artists from LSOM. The filming will take place over a couple of weeks making sure there is enough content for the
video. Then carry out editing which will take just over a week. The screen the product to the client and upload to social
media and TV.
.
9. BUDGET
We would need 2 cameras which could be borrowed from
university. We would need 4 locations which is the bedroom
of a 3 students and the school itself, so we might be able to
get that for free. We would also have to take travel and actor
fees into consideration. We would budget £100 for this and
then £50 for food and drinks.
VIDEO PRODUCTION CREATIVE BRIEF