[Pro forma] corporate - live project

ROBERT RYAN
PENDING
UNIT 28:CORPORATE AND PROMOTIONAL
PROGRAMME PRODUCTION
LIVE BRIEF

CLIENT
COMMUNICATION
Insert screenshots of any early discussions or development
with your chosen clients.
If a phone call has been made, make a written log of the date and time, what
was discussed, and any agreed actions.
I have managed to contact my client (who is the venue manager) through
email and we are aware of each other. It has been a while since we have
contacted because she has been very busy with business and because of
this communication hasn’t been easy but she is aware of what I want to do
for her and now she is waiting for me to giver her some kind of brief. At this
very moment I am still arranging for a meeting before to shooting the video.

CLIENT
COMMUNICATION
At the moment I myself have not been in contact with the
client but other students who are also making a video for the
client have been in contact and they have written a brief that
the owner of the company can get behind and thanks to that I
will use that as instructions for making the video. The brief
goes through all of the details such as budget, product
information, Company background, communication strategy
and the production requirements. These details are enough
for me to go on in order for me to make a video for the
company.

BRIEF
What structure of brief have you received?
Is there any room for negotiation or consultation?
What opportunities are there for self-development in the given
brief? (new skills you will learn as a group, multi-skilling)
When this shoot is complete I will have learned about blocking
and how to block a scene involving realistic sets and locations
or sets that have already been so when I shoot for another shoot
so in future videos I will have now know how to stage a scene
with the either the general public or a scene with actual actors.
Another thing I will have learned from this shoot is that I now
have further knowledge on how to communicate to a client of a
business properly in a professional manner. This shoot will be a
perfect stepping stone for me communicating and getting
through to anyone who has hired me to make a video or film for
them. At the end of this shoot I will now have a better
understanding of how to make sure me and my client are on the
same page and what to say to them to make them warm to my
ideas as well as me understand what ideas they have.

BRIEF.
My brief for this company is going to be a formal brief. This is
where the client of my chosen brand/company gives the
freelancer (i.e me) or any other production company a brief
and the terms that can be negotiated. This will mean that I
will have to comply to the brief and include all the
components they want even though I don’t fully agree with it.
However it does mean I have a basic structure of what type of
video they want and I can use that to help me throughout my
production.

CLIENT
Identify who the client is
What services do they offer?
Where are they based?
My client is the venue manager of the everyman cinema in
Harrogate. Which is also the business I will be advertising. She
is the one in charge with what time the films play and is also in
charge with certain events that the cinema occasionally. She is
also the person you turn to if you ever want a job. They give you
a card with her email address and telephone number if you ever
want to contact her for a job. They also provide food and drink
for people to have during the film as well as to give the
costumers their tickets when they book them. Unlike most
cinemas they have ushers who tell the viewers to talk to the
audience to persuade them to turn their phones off and be
respectful for other people in the auditorium. Which will be a
great selling point to use for the video.

CLIENT
Research the current client and/or their brand. Analyse both
their offline and online materials
The everyman cinema has a chain in certain towns and cities
across the UK. Including Oxford, Birmingham and Leeds. So
even though I am contacting the manager of this particular
venue I am advertising this person isn’t in charge of the cinema
chain as a whole. They release monthly broachers to their
members that give details of the films they are showing in this
particular month. These members of everyman attend previews
and are given a discount for the food and tickets they pay. The
broachers are also on display for the public to read in the
lounge. Their website includes where their venues are and
where you can find your locally as well as the films they are
showing as well as the show times. As well as their contact
details, parking/location details as well as the phone number for
your local venue. They also give you the option to communicate
through email about certain aspects of your venue where they
can improve upon.

CLIENT
Build a profile of your client’s audience using the analysis
carried out.
My client’s business is something intended for people of all
ages and people of different ethnicity. There are a few
exceptions however. If a film is too violent for a demographic
much younger they may not permit that younger audience to
enter the auditorium where the film that is not intended for them
is playing. They might also not permit babies into a screening
because they are not aware of the rules of the building and wont
be able to stop crying when they are asked to. Its best to wait
until they are at a certain age where they are more
understanding to comply to the rules they are told as well as be
more respectful to others. The staff may also face certain issues
when it comes into premating disabled people to see a film.
These problems however are easier to overcome as there’s
always a spot prepared for someone limited to a wheel chair to
sit down on.

EXISTING PRODUCTS
FROM SIMILAR CLIENTS
Link the video. https://www.youtube.com/watch?v=Sg6RiJU8XTw
Discuss similarities and contrasts
Discuss the conventions (voice overs, company logo, titles, selling point, shooting
techniques, interviews, music, graphics, video/audio transitions, language and script)
One of the many conventions I have noticed in some promotional videos as the opening
wide angle shot of the place the videomaker is promoting. This type of shot usually
exists to give the viewer some context about where the video is taking place in and
more importantly establish what type of building/brand is being promoted. This type of
shot is usually very still and movement is at best very slight but with the case of this it’s
a panning shot moving down from the sky to the actual building being promoted. Either
way regardless how you shoot it this type of shot helps the audience to know where
they are at. In terms of music its often very instrumental based and used with classical
instruments with the old piano and strings. Often used to give the viewer a warm and
calm welcome to this place being shown to them. Another convention for promotional
videos is that the makers often bookend the video with a graphic for the logo of the
brand. I feel this choice In editing is so you remember the name as well as their brand
cover. Having it at the start helps to establish to the audience about the brand that is
about to be promoted for them and if they like what they see showing it again at the end
will help them remember the brand and logo name further so they might consider
buying or going to that particular place. All promotional videos have a selling point and
this video has a couple. One of them is that this school has a elite development
program for 60 pupils across all levels so any kid interested in sports can take part in
this particular school and program and they receive qualified coaches

EXISTING PRODUCTS
Link the video. https://www.youtube.com/watch?v=umdTmKRmBYA
Discuss the conventions (voice overs, company logo, titles, selling point, shooting
techniques, interviews, music, graphics, video/audio transitions, language and script)
Another convention I have noticed within promo videos is that the person being
interviewed is often of screen but you hear their narration throughout the video where
the camera is showing something important as a selling point. Some videos choose to
show the person being interviewed but others let the footage of the establishment take
over most of the visual presentation. These types of videos often us the technique
called the teaser/trailer technique where the video maker does not show everything with
in the business they are promoting. Mainly keeping it to a few close ups of the staff
working as to not show everything in a wide shot but shows enough in order for them to
by hyped enough to where they want to go and visit the business. Another convention
is that the videos sometimes open with a drone wide shot of the certain town that this
business is set in just to give viewers know a bit more about which town is set in. So if
they ever decide to visit the business this is where they can find them. They also have
the person who is doing the voiceover tell a story of how they entered the coffee shop
from their point of view. That way it creates a video that conveys more emotion then just
showing shots of the business and not conveying anything. By having someone
conveying small little words of someone's point of view of the business you are
promoting that is a better selling point as people prefer to hear from the public then the
owner.

EXISTING PRODUCTS
Link the video.
https://www.youtube.com/watch?v=nK90Sa9pbwk
Discuss the conventions (voice overs, company logo, titles, selling point,
shooting techniques, interviews, music, graphics, video/audio transitions,
language and script)
When it comes to promotional videos from bigger corporations they tent to
include a few facts and statistics explaining how big the company’s business has
expanded. The start of this video tells the viewer right from the get go that the
company has 17 operating sights, and 15,000 employees. Sometimes they use
motion graphics to help display and visualise theses statistics better for the
viewer. By displaying these facts very early on it gives the viewer a sense of
comfort that the business that is being promoted to them is something that they
should consider and is something that they wont regret buying. An editing
convention that comes to play in some corporate videos is that the editors often
choose to speed up the footage to often show the everyday workings of the
business without having the shot linger for a long time. This video for example
shows a ship coming in but they speed up that footage to make the shot go faster.
Most corporate videos often have a selling point and with the case of this one
they have a slogan which reads “we care” Implying unlike most oil companies
don’t really care about their employees and the public which is something you
hear very little off when it comes to most oil companies. So to hear that gives a
sense of understanding and care from the owners that you can use to win over
your audience.

CLIENT
COMMUNICATION
Insert screenshots of any further discussion or development

INITIAL IDEAS
Produce a physical brainstorm/mind map of potential ideas.
You should do this as an entire group. (You should consider the
elements you researched when analysing existing products)

INITIAL IDEAS
Develop a mood board of screenshots of camera shots,
visual styles, colours/grades you are aiming to achieve

IDEAS
List the core ideas you have generated as part of your team’s
idea generation.
1. The teaser trailer technique where you show some
highlights but don’t show everything in a wide shot to
hype the audience of the place you are advertising.
2. Have the person you are interviewing voiceover over the
footage I’m filming.
3. Have a wide still establishing shot of the building at the
beginning
4. Shots the staff serving the public.
5. Company logo that book ends the video.

IDEAS
Discuss the strengths, weaknesses and constraints of each idea
1. It can be difficult to find the right shot to use in your video. It can
take a while until you find something that can be used as a selling
point. But if you manage to get the right shot the results are
outstanding.
2. While the manager is perfectly accepting with being interviewed it
may take some doing to convince other members of the staff
3. There are some construction workers outside so it might not be
possible to get that show because the construction Is covering
parts of the building.
4. Getting a shot of the staff serving the public can be a great selling
point but the staff and public you are filming might take issue with
filming them.
5. The graphic for the company might be hard to convert into the edit
but using it might be perfect for your viewers to know what their brand
looks like.

PROPOSAL
Discuss what you intend to create
Provide a content outline.
The proposal (slides 20-23) is to be discussed with your client so they understand your
intentions.
I intent to create a 3-5minute promo video for the Everyman cinema in Harrogate.
Highlighting some of the luxurious and high quality aspects of the complex from the
sofa’s both in the lounge and in the cinema and even being sold some healthy cooked
meals while you watch the film. I also want to highlight the caring and hardworking staff
that’s present in the building and how dedicated they are to the public and doing their
job right. I will make this video by using a technique in video making that I learned
about a few days ago called the “teaser trailer technique” This is where the structure of
the video where up close shots of important aspects of a business only to fade out to
another shot that shows something important. This technique is perfect for making the
public aware of a business they are not aware of while also not showing every little
detail of the building to a point where the audience feels like they have just visited it. It
shows enough important and relevant to get them hyped to visit but shows them
enough to where they want more. By the end of this shoot I hope to create a video that
will express the same emotions I feel when ever I pay a visit. I feel excited and uplifted
on what I’m about to experience so I want to make a video that’s both exciting and
uplifting. If I am able to translate that tone into a short video that’s a success for me. I
want to create that video to create that feeling as well as to promote this business that I
feel has done very well to earn my respect and recommendation to others. Which is the
main reason why chose this as the business to promote in my video.

TARGET AUDIENCE
Who is the intended audience? How will your video appeal to them?
Provide examples.
I am probably going to aiming my video at film fans (especially the ones
who are very committed and not just into the mainstream) who go to the
cinema regularly and want to have the best experience possible when
ever they go to the cinema. Whether if we are talking about sitting in
comfortable seats or sitting with people who are very respectful. Which
is something you don’t see in mainstream cinemas but because the
everyman cinema has some luxurious seats with people who attend
actually respect the movie experience. I have attended this cinema
many times and a lot of the time the people attending are very
respectful, That can usually sown to the film you are seeing but if it’s a
high quality film you are more then likely to have the best experience
because the people are quiet, the seats are respectful and the film plays
perfectly. All of this I will be highlighting in my final product and will
probably be the ultimate selling point. The everyman often show films
that you would not see in a mainstream cinema. They show a good
range of independent and foreign films and that will be a highlight and a
selling point for committed film fans. There is an audience of film
fanatics who are not into the mainstream releases but are committed to
supporting independent filmmaking. This will immediately grab their
interest if that is mentioned in the video.

RESOURCES
What resources are required for the intended video? Consider
hardware, software, personnel, locations, budget
I have the location booked. The only thing that needs to be put into
consideration is the necessary equipment needed to film everything needed.
I will need a Cannon DSLR camera in order to gain good quality footage and
a tripod to keep everything still and not shaky as well to allow the camera to
move in a smooth panning shot. Another important resource will be a light
panel. Because the building will not have great lighting for the camera to
pick to in order to create a clear image a light panel will help fill that gap and
create an image that’s bright so that the viewer can see everything in the
video. I will also require a assistant to help me with the technical aspects
because I can’t handle everything on my own. I have already hired one and
he is very experienced with camera and lighting. In terms of editing I will
require a good editing soft where like Adobe premiere which includes a lot
of editing recourses which will look impressive on the final project. I may
also require assistance to help me utilise it probably. Budget is already
sorted. I have booked my camera equipment and I haven’t required any
money to book to film the location.

PROJECT SCHEDULE
Consider a brief schedule of your shoot, edit and delivery.
Your shoot should be formalised with your client soon.
Shooting and editing is intended W/C 26th Feb/5th March respectively.
I have discussed with the assistant manager of the cinema a
date, time, and what are the plans I have to make the video
and how to present the building and business in a positive
light. I am planning to film the video on Tuesday 13th March
from 11:15 to 2:00. My brief is going to be a formal brief. I
have decided to make this my brief mainly because it
provides great understanding and communication between
me and my client so that we are both on the same page. I will
start editing on Wednesday to be finished on Monday the
week after.

CLIENT
COMMUNICATION
Insert screenshots of any further discussion or development
What was the client’s reaction to your proposed idea? Any amendments or
changes? What was the agreed content?
The initial reaction from client was that she was more than happy for me to have
a
meeting with me about the shoot and when to shoot. We did face some
scheduling conflicts thanks to recent weather conditions and the fact that she
was very busy but we did manage to settle for a date in the end. Proving that we
are on good terms.

ROLES
Identify the agreed pre-production and production roles and
associated responsibilities. (What is your task? Specific deadline?)
I am the one in charge with pre production, planning as well as the one who
is directing the video and editing it. It is my job to make sure the video turns
out the way I want as well as the way the client wants it and to make it one
that’s appealing to the mainstream. I only have one other crew member who
is in charge of setting up the camera as well as getting the best shots
possible. Because he is experienced in media and the technical aspects in
media such as the camera and how to get some good images that look
professional and pretty. It is his job that the shots work look nice aswell as
making sure that my vision for what I want in the video translates to my final
product.. He is also in charge in doing everything that I can’t do when
operating a DSLR camera.

SHOT LIST
Shot # Location Shot Type Camera
Angle/Move
ment
Description
(subject,
action,
lighting etc.)
B roll footage Everyman
Harrogate
Establishing
shot
Slow pan Outside the
building
Harrogate
Medium close
up
Slow pan Lift/film
posters
Harrogate
Medium close
up.
Slow pan Coffee cups
Harrogate
Birds eye
view
Still shot Coffee/tea
other meals
on a tray
Harrogate
Eye level Still shot Staff working.
Harrogate
Panning shot Slow
movement
Sofa’s in
lounge
Harrogate
panning
shot.
Slow moving Cinema lobby
Harrogate
Panning shot Slow moving Auditorium
B roll footage Everyman Panning shot Slow moving Auditorium

SHOT LIST
Shot # Location Shot Type Camera
Angle/Move
ment
Description
(subject,
action,
lighting etc.)
Harrogate
High angle
shot
Mild pan Everyman
Logo
billboard in
the outside
Harrogate
Low angle
shot
Mild pan Sofa’s and
tables from
waiting room
Harrogate
Medium
Close Up
Mild pan Posters
outside the
building
Harrogate
Eye level Mild pan Staff member
at the desk
Harrogate
Low angle
shot
Mild pan Lounge/Bar
area.

CONTINGENCY
Create a contingency plan to consider resources, personnel,
logistics, time frame etc.
I have already got recourses planned as well as the timing of
filming and post production. But there is a good chance that we
may go above the intended schedule. That is why I have pre
planned a back up deadline which is 30 minutes after the
intended one in case if we shoot ahead of schedule. Another
issue that might come into play is that my crew member will not
be able to show up in time. If that should happen I am going to
be taking the equipment with me so if he shouldn’t turn up on
time I will have the opportunity to film the shots by myself
instead. That way I wont have to worry about having him not
bringing the equipment on time. Another issue that might occur
in the shoot is the fact that we could potentially get in the way of
the general public. We are going to sort this issue by going
through the building and blocking the building and finding out
what areas of the building we can’t shoot and where we can
shoot without getting in the way of others.

RISK ASSESSMENT
Risk
Slips, trips and falls while using equipment/looking through viewfinders.
Control Measure
Ensure you are familiar with your surroundings, any planned movements and that the location is safe.
Risk
Equipment may be too heavy to carry. .
Control measure
Don’t hold the equipment beyond your comfort level. Request help from others.
Risk
Equipment gets lost or stolen
Control measure
Do not leave any equipment unattended
Risk
You gain a electric shock from the equipment
Control measurement
Don’t touch equipment tat appears faulty. Report it to a tutor or technician

RESOURCES
What resources are required for this project?
Consider time, budget, physical (equipment, location, properties, people,
crew, your talent/actors)
For time you need a schedule for when you should start and when you
should finish. That way you will be able to arrange a time that your crew can
be happy with attending to whilst also structuring your time where you don’t
go overboard and don’t overstay your welcome. When it comes to location it
is important that you consult with the owner or manager of the business you
are promoting instead of wondering in and filming what ever you please.
You can do this through email contacting him or through a phone
conversation. Maybe planning a meeting to discuss your ideas to promote
the business. For equipment you will require a good DSLR to get some crisp
images. A DSLR has a lot of range of the type of footage you can film. You
can even film a video in black and white. You will also need a tripod in order
to make sure all the shots are still and the movement you do have is smooth
and controllable. Something that you would not be able to do if you just film
the video handheld. It will be shaky and awkward if you film it handheld. You
do have to make sure that you bring the equipment back if you do book it.

SCRIPT
Provide a script if this is required as part of your video.
Identify questions/answers/reactions you expect from your talent and/or
interviews
There isn't any script for my project. The closest thing there is for a script is
the parts of my footage that are staged. Where the camera follows my
actor/Crew member into the cinema running up stars to have a coffee before
sitting down to watch a film. For my interview I decided to keep this part of
the video non scripted so to make this video feel genuine when it came to
the promotion for the business. I feel that by having it scripted it would feel
obvious and fake but by having it non scripted I felt that I would get a more
genuine speech from the manager showing how true and genuine his
intentions are in running a good business. The only questions I asked him
was “why people should come and visit the venue” Along with a minor
question about customization and the cinema experience which he
responded well, going in depth about the quality of the cinema and how
satisfied the costumers will be if they go and visit.The rest of the video is
filming a lot of nice establishing shots of the venue highlighting the high
quality seating as well as the bar as well as the seating in the venue.

SCHEDULE AND TIMESCALE
Day Activity
Tuesday Filming the video
Wednesday Editing begins. Sequencing the clips.
Thursday. Colour correction, extra editing.
Friday Audio and music.
Saturday. Weekend break.
Sunday Weekend break
Monday Finished.

UNIT STILLS
Include images captured of your shoots

QUALITY CONTROL
Discuss how you managed the shoot.
Did you abide by the original shot list? Did personnel act professional and
with respect? Did you stick to the roles?
The shoot went very well. We mostly stuck with the original shot list with
some exceptions. During the shoot my partner and I decided to include a
story element by adding a few shots following a man going into the building
ordering his ticket and coffee before sitting down to watch a film before
leaving. These shots where not in my original shot list and where done
without any planning before we started. I stuck mostly with my role as
director aside from one shot where you see me reading a magazine. That
was staged just to show the audience that there are costumers who come
here and it isn’t completely deserted. My one and only crew member became
the customer you see in the video attending a showing of a film whilst
ordering a coffee. The staff remained respectful and professional
throughout not getting in the way of any aspect of the shoot and went about
their jobs this made things a lot more easier and less stressful. The manager
was practically respectful and kind when we did the interview.

[Pro forma] corporate - live project

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