FMP research

1. Research
Stephen Royle

2. Existing Product
Anthony Joshua
workout motivation
This similar existing product is a personal branding workout motivation video featuring
heavyweight boxer Anthony Joshua. The aim of this product is to show the audience what Joshua
does and how hard and challenging his sport is. It makes the audience want to get up and be
motivated to do more sport and push themselves more. The existing product is shot mostly in a
boxing gym. This reminds the audience who is in this video and that they are from a boxing
background. This type of gym is stereotypically a gritty and dark environment. This shows the
grittiness and pain of the training. It can also show the environment and the feeling of the
location. The existing product uses lots of fast camera movements and fast cutting in post
production. This helps to build up the pace of the product and get the adrenalin pumping. There
are lots of close ups used to show Joshua’s muscles working and him pushing his body hard. This
shows the reality to the audience and makes them want to be like him. They also cut shots to the
beat of the music to make the cuts cleaner and sharp. There are different parts in the music
where a drum sounds. This can help to make a professional looking cut and help to build up the
tension to the climax of the music where the beat will drop. In the video Joshua is seen to be
promoting his boxing brand ‘AJBXNG’. He is wearing an AJBXNG t-shirt in one shot and straight
after there is a close up on him tying his AJBXNG trainers. These elements can tell us that Joshua
is wanting to promote his boxing brand and show off his product. Joshua is a brand icon and an
influencer meaning his target audience will see the clothing he is wearing and they will want to
purchase the products and begin wearing them to feel more like Anthony Joshua. Overall Joshua
is a successful athlete and a big brand icon making his target audience big and vast. He makes
people want to be like him by getting fit and working hard and promotes his clothes and his
workouts as a way to do this. I want to use lots of similar elements in my product to engage with
my target audience and promote the product in the best way possible.

3. Existing Product
Anthony Joshua
workout motivation
Sweat Gym
shows grittiness
and hard work.
Getting up at
early hours of
the mornings.
This shows
determination.
Promoting his brand.
Makes the audience
want to be like him
and buy his products.
Long shot to show
full activity, can help
for a tutorial.
Close up on muscles to
show they are working.

4. Existing Product
Personal branding
This existing product is an example of a personal branding video and it has lots of
elements that I want to take from it and use in my product for various reasons like
how they keep the audience entertained and how they reach out to the audience. The
video starts with a slow build up of the athlete stretching and warming up as the
music is starting and slowly building up. This is good to build the audiences attention
up. There is a tap of the drums hi hat and the workout kicks in with battling ropes as
the first exercise. This immediately hooks the audience as the workout starts tough.
There are lots of close ups and extreme close ups on her muscles to show they are
working hard and can help the audience to see what she is working and how she is
doing it if they want to use it as a tutorial. There are lots of fast cutting shots to keep
the pace of the product up and keep the audience entertained the whole time as the
exercises are changing constantly and there is never an empty or lengthy shot. This
will keep the audience entertained and hooked. The product is set in a modern gym
and there is only the one person in there. This could mean that the gym is private to
her or she owns it. This makes the audience think that the product is more for people
in a higher social class so it will appeal more to them than people in a lower social
class. My product is aimed more at middle class people so I need to think about the
different elements that make this product look higher class and change them to target
my audience more accurately.

5. Existing Product
Personal branding
Close ups to show
muscles working.
Close up on stretching. Shows how to
do it and the importance of it.
Long shot of ropes. Creative shot
that keeps the audience entertained
and shows them strength.
Medium shot. Static camera with
athlete coming in and out of frame.
Creative shot that is entertaining.

6. Existing Product
Under Armour
fitness
This product is a promotional video for the brand, Under Armour. The videos purpose
is to sell Under Armour to the target audience. They use lots of techniques that keep
the audience entertained and give them information about the product. The camera
work and editing is visually entertaining and impressive. For example in one shot the
camera is bouncing up and down to the music and with the athlete. This is an
interesting and unique shot which would immediately hook the viewers and stand the
product out to the rest as the audience will remember unique elements such as this
camera movement. There are lots of close up shots and also long shots to show the
audience the athletes full outfit as that is what is being promoted. There are close up
shots to show the material and the style of the different items of clothing to give the
audience the most information they can get about the product. The video has many
different locations. For example it starts in the outdoors on the main road where the
athlete is jogging down. He then moves to a small beach on the sand and does various
exercises. After this the athlete is running through the forest and finally finishes in a
gym to do various workouts and exercises. This variety of different locations shows the
versatility of the clothing and the capabilities of it. These location choices really help
to show the audience the products best features and really sells the product to the
target audience.

7. Existing Product
Under Armour
fitness
Aerial shot. Gives a more
dynamic range of camera
shots and angles
Medium shot of athlete
kicking sand in a circle shape.
Very creative shot that looks
good and keeps the audience
entertained with a more
dynamic range.
Medium shot of athlete
jumping through a
forest. Creative shot
shows the athletes
versatility.

8. Existing Product
This existing logo is similar to what I am wanting to make. The logo has lots of simple
aesthetic qualities that can really pull the audience in and target them immediately. The
main image is a dumbbell with the metal handle being the personal training brand. This
is very creative and informative as the audience can guess who the logo is for just by
the image. I want to use elements like this to catch the audiences eye and show them
what the product/client offers. At the top and bottom of the logo there are 5 stars. This
again gives the audience good information about how the company could be rated and
helps them to know what they are paying for. This element suggest that the brand is
rated 5 stars and is highly commended. I want to use similar elements to this as I can
really sell my clients product in the best way. The logo uses simple colour schemes to
make the text easier to read as it is a typical white on black theme. This is a lot more
accessible to the audience and can help them to gain all the information they can from
the logo. Overall this logo is simple but effective and informative and has many themes
and elements that I have learned and can apply to my product.

9. Research Analysis
• What common features do the researched
products have?
– All the products are related to fitness.
– All the products are promoting a brand.
– They all target an audience and want to sell a product
or brand.
• What aspects of the research will you include
within your on work?
I will be included lots of aspects from my research such
as, the way the products target their audiences and how
they keep them entertained.

10. Audience research

11. Audience research
Mens Health
media pack
2015-2016

12. Audience research
Hearst website
Men's health
website
The Men’s health magazine gains over a million readers a year and is one of the best
health magazines in the market with one of the best publishers, Hearst. I have
researched the magazines media packs from 2015 to 2016 and looked at different
statistics and analysations in the pack. One thing that I noticed was the difference in
readers from each platform, digital and print. There are significantly more readers
from digital platforms now and less people reading print copies of the magazine. This
can show that the print platform is getting less popular and digital is becoming the
more common platform. The Men’s health magazine has a similar target audience to
the target audience I am going to appeal to. This means that my target audience may
react better to a digital platform rather than a print based platform.

13. Audience research
Dennis publishing
The cyclist magazine is is predominantly focused at 35-55 year olds. My primary target
audiences age range is 25-45 year olds. Although the magazines target audience is
older than my target audience the themes and the aims are similar. Dennis publishing
is using techniques such as aesthetically pleasing imagery to help pull its audience in.
This will help the audience see what they are going to receive from the product and
helps them to visualise there motives. Dennis also expresses its readers as ‘passionate
about cycling’. This shows that the publishers study there audience a lot and shows
that they know how to specifically appeal to there audience better. These techniques
that I have researched can help me to learn how to understand my audience better
and learn how I can interact with them and appeal to them.

14. Audience research
Trainerize instagram
marketing
I have found a website that has given me tips for marketing on social media, specifically
Instagram. The website features tips ranging from what to do with your profile, tips for
posting content and tips for reaching out to people using hashtags and tags. When setting
up a social media account I have learned that you need to pack your profile full of
information. For example you should put links to websites or other platforms in your bio and
also tell people what the account is for and what the audience can expect. Always have a
profile picture that gives the audience something visual to look at so that they can get a
visual idea of what the account is about as well. Another thing that I read when researching
was to post high quality edited photos. This is because if I were to post low quality blurred
photos then the account would look very amateur and sloppy. If I were to post higher quality
images and aesthetic content then more people will want to follow the account and
therefore the brand would grow. One more thing that can help to reach an audience and
grow would be to use relevant hashtags in the comment section. By using a hashtag on your
post it will show up on the feed of people that follow the hashtag or like other posts that use
the hashtag. This is a good way of expanding your brand and also accurately targeting your
audience. Overall this website has significantly helped me to find different ways to reach my
audience and give my audience the best experience and information.

15. Audience research
Trainerize instagram
marketing

16. Audience research
Hearst media
packs
To further develop my audience research I wanted to find out more about Hearst’s,
most recent 2021, media packs. I requested a pack from their website and I got sent
two 2021 media packs for Men’s Health and Runners World. I analysed both packs in
detail to find out more about how their audience interacts with their product and how
I could do this with my product for my target audience, which is very similar.
Other magazines published by Hearst.

17. Audience research
Hearst media
pack Runners
World

18. Audience research
Hearst media
pack Runners
World
After researching the media packs for Runners World I have seen lots of different trends and
styles from the magazines main audience demographic. For example the ABC1 audience
demographic is the audience that interacts the most with Runners World’s print and digital
platforms the most. I can gather from this that the primary targeted audience is middle to
upper class social status and therefore presumed to have a higher level of disposable
income. This target audience could be drawn to the different brands that are featured in the
magazine. For instance the magazine features lots of high profile, luxury running brands
such as Nike, adidas and new balance. This shows that the ABC1 demographic are
predominantly drawn to style and branding and I will think about this and possibly use some
of these techniques when reaching out to my target audience. Running is stereotypically a
middle and higher class form of exercise so this could be another reason that the primary
audience is ABC1. This could be one to the reasons that Hearst has chosen to make running
the main theme and subject of this magazine as it appeals well to the targeted audience. I
will think about this when choosing my central images, logos and thumbnails so that I can
draw in the audience the best that I can.

19. Audience research
Hearst media
pack Men’s
Health

20. Audience research
Hearst media
pack Men’s
Health
The Hearst media pack on Men’s Health has helped me to research my target audience
more specifically and find out some of the techniques and traits that the Men’s Health
magazine uses to target it’s aimed audience. Most of the magazines interaction is from the
digital platform. There are 1.4 million page viewers, compared to the 499,000 readers of
the print platform, the digital platform is becoming the more predominant platform. After
researching these statistics and figures making an online platform and using digital viewing
would attract my audience more and make them want to view my product. Another thing
that I found was that the magazines social following was very high and was interacted with
very well. The magazine has 1.6 million followers over its 3 main social accounts, Instagram,
Facebook and Twitter. Using social accounts like this can help to appeal to a younger and
middle aged target audience. Using social accounts can also help to boost views and
interaction with your product as you can reach a vast range of people using hashtags and
other techniques to spread your product and appeal to more people. I will be using a lot of
these different platforms and techniques to appeal to lots of different target audience
members and use them to show off my product.

21. Audience research Men’s Health social media

22. Interviews

23. Interview with client
What are your main goals?
I want to promote my fitness brand as a fun, safe place where people come to learn to reach their goals and
change their appearance to make them feel better physically and mentally. I myself want to make this brand
as it is something that I enjoy doing and I want to make other people enjoy exercise too.
What do you want producing?
I want to the video to promote my brand and allow people to understand my motivations and goals of
wanting to help people become confident in themselves.
What are your expectations?
My expectations of the promotion video are, to get as many clients as possible and allow myself to frown my
business to make it available to all people in my area.
What would you view as a success?
I would view a success to be building my clients resources up and having a steady amount of income, then
more space to build my business.
How do you want to target your audience?
I would like my target audience to be more adult based, mostly people who are not professional and want to
build their fitness levels and change their bodies to make themselves more healthy.

24. Interview 1
• Observation: I have seen that my client wants to
be the centre of the promotion and that the main
goal is to promote my client as the main brand.
• What this says about my audience: This says that
my audience is attracted to the personal branding
of a product/ person.
• How will your product appeal to this audience:
My product will appeal to this audience because I
will have clear and concise information about the
branding and the product in the video, logo and
the social media pages.

25. Bibliography

26. Bibliography
• Jess Sanderson. (2021) Client Interviews (conducted on 24/03/2021)
1. Almanza, G. (2019). Cinematic Workout Video (With Tiana). [online] www.youtube.com. Available at:
https://www.youtube.com/watch?v=_WO68Y-VBX8 [Accessed 27 Apr. 2021].
2. Lane, E. (2019). Men’s Health UK. [online] Men’s Health. Available at: https://www.menshealth.com/uk/
[Accessed 16 Apr. 2019].
3. Marketing, S. (n.d.). Personal Trainer Logo - Tap the link now to Learn how I made it to 1 million in sales in 5 … |
Fitness logo design, Personal trainer logo, Personal trainer business. [online] Pinterest. Available at:
https://www.pinterest.ca/pin/184858759688647849/ [Accessed 27 Apr. 2021].
4. Medvedev, A. (2019). Under Armour | Cinematic Workout Video | Sony a6500. [online] www.youtube.com.
Available at: https://www.youtube.com/watch?v=t80Od-iIgIA [Accessed 27 Apr. 2021].
5. www.hearst.co.uk. (n.d.). Men’s Health | Hearst. [online] Available at: https://www.hearst.co.uk/brands/mens-
health.
6. www.youtube.com. (2018). Anthony Joshua - Workout Motivation 2018. [online] Available at:
https://www.youtube.com/watch?v=BFWW90G5SGc&list=LL&index=10&t=37s [Accessed 27 Apr. 2021].
7. Dennis Publishing. (n.d.). Cyclist. [online] Available at: https://www.dennis.co.uk/brands/lifestyle/cyclist/
[Accessed 28 Apr. 2021].
8. Trainerize.com. (2012). Trainerize | #1 Software for Fitness Professionals. [online] Available at:
https://www.trainerize.com/ [Accessed 17 Jan. 2020].

27. Production experiments

28. Pre-production:

29. Pre-production:
I wanted to do some colour grading experiments to see what colour designs and pallets I
wanted to use. I experimented with the different temperatures of colours to see which one
suited the style of the video the best. I made the temperature warmer to start with however
the colour felt too warm and took away the grittiness from the workout. I then tried colder
and that added a darker feel to the video however I did not want to go too low as it would
then look too dark and have a more depressing feel. I decided on a 1.1 temperature which is
slightly warmer. I balanced this out with a -5.3 tint to give the initial look a slightly warmer
feel. To balance out the tone, and make the colour look more natural, I put the exposure up
the contrast up, highlights down, shadows down whites up and blacks up very slightly. This
balanced the full colour grade out and made it look more professional. I will be using some
of the skills that I have learned in this experiment as it helped to pick up the flat footage and
bring it to life.

30. Pre-production:

31. Pre-production:
I did some experiments on making a first experiment draft for a logo. This experiment
gave me some basic ideas for making a logo. For example I was able to learn about
layering and the importance of making layers and building your logo up by using them.
When I used a few layers the logo looked flat and boring. When I make my final logo want
to add layers of shape around the whole logo so that it doesn’t look flat and it has a more
professional look. I experimented with some different fonts as well and in the end I went
with a simple serif font. I chose this font because I thought that it was simple but effective
as it didn’t overcomplicate the logo and was very direct to the audience. Overall this
experiment went well and helped me visualise what my final product could be.