Planning

Photography Shoot
• I am going to be using two different location for my photography.
• The first location is the studio, located in York College, which is where I will be shooting close-ups of the model and props, for a
high quality image I can add to my image at the other location, for example the axe (prop). I will also be shooting full body images
of my model (similar to the shots I will take at my other location), incase my images from the location don’t go to plan or they
don’t look very good. Because I will be editing the imagery a fair bit, applying the image of the model from the studio to the
location won’t look too ‘out of place’. This location is accessible with booking, which I have booked for March 14th 2019, this gives
me time to conduct the photography properly before production starts, so I have all of my production time to spend on creating
the products.
• The second location is a wooded area, with a large amount of trees, creating a dense/deep wooded location. The exact location
I’m going to use, that fits this description, is Knavesmire Woods (images below). This location is a short distance for my model and
I, therefore it won’t be a struggle for us to travel there and is also a public place, meaning we can access the location whenever we
want, giving us a lot of time to shoot, if we need to wait for other members of the public to leave the area etc. The problem with
this location is it can be quite dangerous at night (which is when I will be shooting), as it will be hard to see the sticks and branches
we could strip over, or slip in mud, which will be a big deal if carrying equipment, or wearing costume. This means we will have to
take caution when shooting.
• The weather during my photography outside of College may be a problem, as I may not be able to film if it’s raining, due to the
water causing damage to the equipment and props, and it could also cause effects to the lighting and imagery that I do not want
to occur. This is why I have planned to shoot over a two day period and can change if needed (as I have stated the location is
close).

Finance
The equipment and facilities I will be using are quite expensive for individual production work, however the College provides most
equipment and software needed.
Although if I were to fund my production the prices would be as follows:
• Studio (including equipment) - £20.00/hour
• Model (average modeling agencies) - £50-£70/hour
• Photographer (student/semi-pro) - £50-£100/hour
• Photoshop - £9.98/month
• Props; axe - £4.99, shirt - £16.99, black beanie - £3.75, black boots - £17.99, black suspenders - £7.99, Blue Jeans - £15.00
It is very useful that I can use the equipment and facilities that they provide, because otherwise I would be paying around £180
(as I'm providing the props), which would be very difficult to fund for my production, however these prices could differ from
different models/studios/photographers etc.

Time
• (deadlines, availability of equipment, availability of personnel, time scales
for clearances)
• To help with my time management I have produced a production schedule
in my Proposal document, which has proven to be and will be useful, as it
allows me to see when I’m behind on my schedule and if I need to work
harder or more often, to catch up.
• For equipment I have booked my time to use the studio and camera
equipment for 14th March 2019, which will give me a lot of time to
prepare and shoot the photography and because I have booked, this
means I have my planning for my photo-shoot organised.
• The only person I will need for my production is my model, and I know the
model very well, therefore communication will be easy and quick, in case
any changes occur to the original plan. I have spoken to my model and he
is also available for the time I have booked the studio.

Meetings
03/03/19:
• I have met with my model and we have agreed a time
to conduct the photography in the College studio on
March 14th at 11:00 AM. This time was agreed, as the
model and I are both available at this time and it is
before I am scheduled to start production, therefore I
have time to prepare and shoot.
• For my photography outside of College we have both
agreed to shoot on the weekend after the studio shoot
(16th-17th March) depending on the weather.

Facilities
• The production equipment I will be using is the studio and the equipment included
with it (camera, tripod, lights, white screen). I will discuss how I am going to use
the Canon DSLR 600D camera in detail on another slide, the tripod is easy to set up
and I will use the tripod at a similar height to the model’s waist (so he is looking
down on the camera). Lighting will also be discussed in detail on a separate slide
and the white screen is easy to include and useful as it allows you to cut/edit the
model a lot easier in Photoshop (post-production).
• This takes me onto my post-production equipment, with the main equipment
being a computer and the College-provided IMac I will use, which is easy to use
and understand.
• The software I will be using for the majority, if not all, of my editing and post-
production is Photoshop, which I am now fairly experienced in using and believe I
will be able to use this effectively to create a product to a fairly high standard. For
tools/techniques I don’t know how to use/create, I can follow tutorials on YouTube
for help, as this software is very popular, meaning I will be able to acquire help in
my production (online tutorials for example) if needed.

Materials
• My character for my film cover is going to be a killer lumberjack, and for it to look
professional the character needs to look the part, with the use of costume and props.
• I have chosen to make my character look like the stereo-typical lumberjack, to make the
character clear as to what he is and to avoid confusion for the audience.
• The exact costume/props I will be including in my product will be:
• A red and black checkered shirt, a plain black beanie hat, black winter boots, black
suspenders, blue jeans and finally a bloody axe. The costume makes the character seem like a
normal lumberjack, but the bloody axe will imply something different and more sinister,
along with the Photoshop editing I will create after shooting.

Camera
• The setting the I will most likely use for my photography is Aperture Priority (Av). In Aperture
Priority mode, you set the aperture and ISO. The camera picks the shutter speed
automatically but you can use exposure compensation to make the camera underexpose or
overexpose the shots you take, allowing you to create an effective image. If I don’t use this
mode than I will use Manual (M). This mode allows you to make all the decisions for yourself,
choosing which shutter speed, exposure etc., which was good because I could create the
image that fits my needs as best as it could.
• The angle of the camera is going to be straight on and in line with the model as he is going to
be the main element of the cover and the imagery, therefore I want him to be the main focal
point. I will take many different shots from different heights from this same angle. For
example I will take shots from the same level as the model and I will take shots from a lower
perspective, which my Research has shown it makes the character look scarier as it gives the
character more power than the audience because the audience is looking up at him.

Lighting
• My model is going to the main element of the front cover, therefore I want him to be straight on and
facing the camera, with the lighting coming from diagonal angles. An example of how this would look with
the lighting is displayed at the bottom. This was an issue for me before planning, however I worked on this
problem during my ‘Problem Solving’ section of my project, therefore I am much more confident with the
use of the lighting and believe this will make my photography look professional. One of the front lights will
have the most intensity (key light) as this is where most of the focus is going to be, the other front light is
going to be at a symmetrical angle (45⁰) but on a lower intensity (fill light) and finally the light in the
background will be the even out the other lights and make it look more realistic as natural light and this
will also be on a lower intensity (back light). This will also create a slight shadow on the opposite side of
the model, which makes the other side stand out more and brings more life to the image (as shown in my
Research and Problem Solving).
• In the studio, I am using for my photography, in College, there are four lights available similar to the image
at the bottom. These lights are able to be lowered and increased in intensity, allowing me to have all
control over the lighting in the imagery. I can also set these lights up to face any direction I want, therefore
I can create background light, foreground light and main light if I want.

Health and Safety
Risk Severity Solution
Tripping over bag Low Secure bags under desks
Back strain Low Sit appropriately and stretch regularly
Neck strain Low Sit appropriately and stretch regularly
Headache Low Drink plenty of water and/or lower the
brightness on the screen
Wrist strain Low Take regular short breaks giving yourself a rest
Dropping camera equipment on feet/toes Medium Wear the strap with the camera and take
extra care dealing with its equipment
Dropping props on feet/toes Medium Take extra care when dealing with props as
breaking them would also affect the product
Strain from lighting in the studio Low Don’t stand in front of the lights unless
necessary and take regular breaks if you’re
the model
Tripping in the dark (at shooting location) Low Be careful and take a torch/light to allow you
to see where your going
Dehydration Medium Drink plenty of water and make sure to eat
something throughout the day
Becoming cold at shooting location Low Take a coat and hat and make sure to look
after the equipment in the cold
Becoming too hot at College Low Wear appropriate clothing and open a
window/use a fan
Camera damage injuring someone (cracked
screen)
High Wear the strap with the camera and take
extra care dealing with its equipment

Copy - Blurb
• Killer lumberjack
• Thinks he’s doing good, creating an oxymoron-type title
• Location in a wooded area
• Looking for people to ‘get rid of’
• Lives alone near the wooded area
• Alone, angry and dangerous, killer lumberjack seeks to end the people who have
crossed his ‘family’, with a camping trip taking a turn for the worst. It’s dark, it’s
cold, you can’t find help. Is bravery going to save you? Would you hide? Would you
fight? In the killer’s territory, escape for your life.
• Alone, angry and dangerous, killer lumberjack seeks to end the people who have
crossed his ‘family’, with a camping trip taking a turn for the worst. It’s dark, it’s
cold, you can’t find help. Is bravery going to save you? Would you hide? Would you
fight? In the killer’s territory, escape for your life. Prepare yourself for the horror
film of the year. Fright and mystery. Blood and gore. Haase Studios presents AXE
OF KINDNESS

Copy - Taglines
• Reviews about the film
• Intriguing quotes from the film
• “Best horror film”
• “Truly terrifying”
• “Stay quiet, you’re safe”
• “horror film of the year” – Rotten Tomatoes
• “absolutely petrifying” – Metacritic
• “keep quiet, you’re safe” (near the title) (slogan-like tagline)

Text/Font Mind-map
(types of fonts)

Fonts Style Sheet
1
2
3
4
5
6
I want to choose a font for my film cover, that
is unique, interesting and memorable, and
something I can use as a film logo, possibly
for merchandise. Some of these fonts (1, 2 &
3) are quite simple but still include an aspect
of horror, which is a design style some of my
target audience wants (simplicity). The other
fonts (4, 5 & 6) are more unique and more
suited to my ideas at the moment, as they
looked carved (which relates to the axe). This
is good because it makes the title look more
unique, however simplicity can also be very
memorable.

Fonts Style Sheet
• (consider potential ideas and choices for your production- explain choices
and consider alternatives) (must be royalty free)
• On the previous slide are the potential fonts I have chosen for my product
and I have decided to narrow it down to these 3: Insomnia, Downcome
and Who Asks Satan, all from Dafont.

Colour Mind-map
(simple & bright)

Colour For Text (black)
AXE OF KINDNESS
AXE OF
KINDNESS
AXE OF
KINDNESS
This is the first option for the colour of the text
and this colour would be very effective for
different reasons. First of all the main
connotations for the colour black is power,
formality, death, evil, and mystery. These
connotations all link with the Horror genre,
with the supernatural and murderers etc.,
which is very effective because people will
recognise this colour as a horror colour,
therefore horror fans will be attracted to this
colour. As well as horror fans in general this
colour appeals to my target audience (ages 16-
24), as younger generations typically appeal to
darker colours more as they don’t like to stand
out, therefore they look for colours that are
dark and hidden.
On the other hand, the fact that this colour
doesn’t stand out could be a flaw for my film
cover, as it will be much less likely for people
to notice it, as it will be dark and blended into
the dark colours of the imagery/style.
The font I like the look of the most, in this
colour, is Downcome (number 3). This is
because the sketch look/faded look is very
effective in black because it makes it look
mysterious and unnatural, which makes it
appear more scary, therefore would be good
for my horror film cover. Although I am not
very pleased with its appearance and I believe
this colour may not be the best choice and
will experiment with others.
1
2
3

Colour For Text (red)
AXE OF KINDNESS
AXE OF
KINDNESS
AXE OF
KINDNESS
1
2
3
The font I find the most effective and aesthetically
pleasing in this colour, is Insomnia (number 1),
however it was very close with Who Asks Satan
(number 2). The reason for my first choice is, the
colour red resembles blood and danger a lot and the
disruption of the lettering in the font shows this
danger and is like the lettering is sliced, which
creates blood. I also like number 2 because, again,
the style is slicing and carving, and looks like the
lettering is carved with a bloody knife for example,
making it look very spooky and making it suit the
horror style effectively.
This is the second option for the text, which is
red. The colour red is typically seen to
symbolise fire and blood, so it is associated
with energy, war, danger, strength, power.
These connotations are very well suited with
the horror genre. War, danger, strength and
power especially are typically portrayed in
horror movies, therefore fans expect to see
these aspects. Seeing this colour will hint at
the fact that my film is a horror film, however
red also has some contradicting connotations:
passion, desire, and love. These aspects are
not what I want to show in my film cover, as
this would be more suited to a film in the
romance genre. Because this colour has
contradicting connotations I am tempted to
include only part of this colour mixed with
another. On the other hand the horror
connotations are much more likely to be
portrayed through the colour red, with the
imagery, text and style of my film cover, as I
will be portraying a scary/horror appearance in
all of these aspects if my film cover.

Colour For Text (red and black)
AXE OF KINDNESS
AXE OF
KINDNESS
AXE OF
KINDNESS
1
2
3
The font that appeals to me the most with
these colours is Who Asks Satan (number 2).
This is because I like the use of the colour red
on the word “Axe”, as it’s a dangerous object
with dangerous connotations, which red also
represents and it looks like the word is carved
with the ‘axe’. This also applies for the rest of
the title, having a similar appearance/style
and the colour black allows more emphasis on
the “Axe”.
As I mentioned I didn’t like the appearance of
black on its own very much and the colour red
portrayed connotations I did not want to
portray, I decided mix the two colours, and I
am very pleased with how it looks. I have used
the colour red on the word ‘AXE’ because this
is going to be the murder weapon/the enemies
weapon, therefore will be the scariest object
and will be associated with death and blood
throughout the film. I used black for the rest of
the title to give some contrast and diversity
and because the word ‘kindness’ is usually
displayed in bright/happy colours, which black
is not, showing a clear contradiction, creating
mystery and slight confusion for the audience,
which is effective for a horror film. The colour
red with the colour black also makes the word
‘AXE’ stand out a lot more, emphasising the
word, making it more clear of the features in
the film, and what the film is about, as soon as
the viewer’s eye is caught by the bright colour.

Colour schemes Style Sheet
• (consider potential ideas and choices for your
production- explain choices and consider
alternatives)
https://coolors.co

(red)
I believe a full red colour scheme will be unlikely for my film cover, as a lot of red typically resembles a happy
nature, such as romance or love. However small amounts of red usually represent more scary/horror style
connotations, as small amounts of red is like splattered blood rather than an overrun of red on the palette. I
could use red as the background, however I am likely going to use either a green colour or an imagery of the
location for my background, as I want to portray the nature/woodland setting in the cover, whilst not making it
a main focal point, thus having it in the background would be a good idea.
Using Coolors.co, I generated a red colour scheme, using mainly darker reds,
which suit the horror genre more. The shade on the far left is very close to black,
which I will be using for definite (or black itself), then as the shades move to the
right, they become lighter and more saturated. I think I will be using the darker
and less saturated shades of red (shade 1, 2 and 3) in my film cover as, dark suits
the style/tone of my film more and makes it more spookier. On the other hand
for features such as blood (small features on the cover) I may use a lighter red
shade because it stands out more, and would make it look more realistic.
These are images I have collected from Google, following the red colour
scheme. I couldn’t find images that related to my ideas well, however the
use of the shadowing and contrasting is exactly what I had in mind,
therefore I chose these images as the image styles are very similar, just
not the features in the images. This potential colour scheme for imagery
is quite a strong possibility as the aesthetics relate very well to the horror
style and show connotations that I want to portray in my cover that link to
the imagery they are shown on, for example blood, danger and evil.

(black & white)
As I said for the red colour scheme it is unlikely I will have a full colour scheme of just one colour, which is how I
will be planning to use the black and white colours/shades. The reason for this is, black and white on it’s own
doesn’t stand out very much and doesn’t bring a lot of life to the cover (which may be the reason for a horror
film cover), however I want my cover to have aspects that stand out, for example the imagery, therefore I may
have the background, the text or parts of the imagery in black and white but I will not use black and white on
its own for a colour scheme. On the other hand I could use these colour schemes for a poster or merchandise.
Using Coolors.co I generated a black and white colour scheme to show the
potential shades I could use. The far left shade is black, which will definitely be
included in my film cover in some aspect. The middle colour is white and it will
be unlikely for me to use it in my film cover heavily due to its positive
connotations (such as innocence and truce). The other shades included show
the shades of grey I may use in the imagery or text, as these are colours are
quite dark but still light enough to contrast against a black background.
These are images I have collected from Google, which follow this colour
scheme. I have chosen these images because they fit the horror genre
and portray a spooky/eerie setting that I want for my film. Two of the
images are woodlands, which is the location of my film and I am not very
pleased with its appearance in this colour scheme. I prefer the image on
the left, compared to the image bottom right because the shading at the
bottom works a lot better, however for my film cover I think I will include
some slight colour in my location imagery, such as a dark green. I like the
colour of the sky in this colour scheme (as shown in the top right image),
as it sets a gloomy tone for the setting.

(green)
A full green colour scheme is unlikely for my film cover because it doesn’t portray many horror connotations,
however I will most likely use the colour in the background or on the back cover. This is because the location of
my film is in a woods, which is outdoors/nature and the best way to resemble that is the colour green. I will
likely use my own photography of the location, however blur the photo to keep the main focus on the
character.
Using Coolors.co I generated a green colour scheme to show the potential
shades I could use. The far left shade is very close to black, which will be part
of all my potential colour schemes. The middle colour (#1c351b) is the shade I
will be using for my background if I choose this colour scheme for my
background. The other shades included will likely be included in the imagery,
as these are the typical colours (or very similar) to woodland colours.
These are images I have collected from Google, following the green colour
scheme. The first image on the left doesn’t show a similar image style to
the idea for my film cover, however the use of the light green amongst
the dark green is very effective and I may use this style for my imagery.
The two images on the right show a woodland, which is the location I
have for my film. The colour of the sky around the woodland is a light
green (close to blue) which looks very spooky, therefore is a good
possibility for my film cover, as this is type of imagery I want to portray
(especially with this exact type of imagery – woodland).

Imagery Mind-map
(design/style)

Imagery Style Sheet
I will take many different photographs for my
products, for back ups and potential images.
However, to start, I will take an image that will
include the models head and upper torso, as shown
in the diagram to the left. The eye level of the model
will be positioned on the first horizontal line in the
3X3 grid, as this is first area where a viewer usually
looks. The model will be positioned in the centre of
the grid, as there is only one feature in the film’s
front cover, and that is the image of the character,
therefore there is no other feature I will be including
that needs to be of equal importance. This means
that the central position should be very effective as a
main focal point for the viewer. This also allows
enough room for the background imagery, which will
likely be of the location/setting of the film.

Structure
Film Front Cover
This layout plan is for my front
cover of my film and as you can
see it isn’t following the Rule of
Thirds or the Golden Ratio,
however the imagery and most
text is placed central, which still
makes you see it first, as all the
rest won’t be important aspects
(such as dark shadowing on the
edge).
Film Back Cover
This layout plan is for the back
cover of my film and because I
need to include a lot more
information on this section
(compared to the front cover) I
thought the Rule of Thirds would
be effective. I will include imagery
on the lines to the right and the
blurb on the line to the left (as
shown), with the title at the top in
smaller font size. This makes the
viewer notice all the aspects
equally, rather than one standing
out more than the other
(depending on the colour etc.)
Film Poster
This layout plan is for my poster for
my film, which doesn’t need a lot of
information, as it just needs to catch
the viewers eye and make them
notice the product, making them
look at the actual film that is being
advertised. The Golden Ratio (a.k.a
Fibonacci Spiral) is a good way to
make a certain aspect stand out (the
title/tagline on the right) and making
them follow the spiral round (to the
axe/imagery at the top) over to the
main part where they finish (the
imagery on the left), as this is where
they will spend most of their time
looking, at the end.

Structure
What order does information come in- top to bottom, left to right
I will structure my film cover like many professional products have done. The main aspects will
order as follows:
1. Quote/tagline
2. Imagery (covering most of cover)
3. Title (contrasting to imagery)
4. Credits
An example of the structure I will be creating is the film cover for Friday The 13th (as shown). My
other products, such as a poster will be structured similarly to this as well, to keep the similarity
between the products.

Layout Plans – Film Cover
Quote/Tagline
Image of character
Title
Quote/T
agline
Logo
Title
Image of
weapon
Blurb
Credits
Quote/Taglin
e
Logo
Image of
location
Closer
image of
character
Title
Film
logo
Quote/Tagli
ne
Age
rating
Dev.
Logo
Barcode

Layout Plans – Film Cover
Axe of
kindness
“keep quiet,
you’re safe”
Axe of kindness
Alone, angry and dangerous, killer lumberjack seeks to
end the people who have crossed his ‘family’, with a
camping trip taking a turn for the worst. It’s dark, it’s
cold, you can’t find help. Is bravery going to save you?
Would you hide? Would you fight? In the killer’s
territory, escape for your life. Prepare yourself for the
horror film of the year. Fright and mystery. Blood and
gore. Haase Studios presents AXE OF KINDNESS
“horror film of the year” -
Metacritic
Axeof
kindness
“keepquiet,
you’resafe”
Actual images/fonts

Layout Plans – Film Poster
Image of character
(close-up)
(scary effect)
Quote/Tagline
Title
Logo

Layout Plans – Merchandise 1
Image of
character
/weapon
black
red
black
Front Back

Image of
character
/weapon
Title/film logo
black
red
black
Front Back

Quote
Title/film logo
black
red
black
Front Back

Title/film logo

Title/film logo
black
red
black
red
red

Bibliography
• Friday the 13th. (2009). [film] Directed by M. Nispel. Texas, USA:
Paramount Pictures.
• https://www.yorkphotostudio.com
• https://www.adobe.com/uk/creativecloud/plans.html?single_app=
photoshop
• https://coolors.co
• https://www.1001fonts.com/horror-fonts.html?page=3&items=10
• https://www.dafont.com/theme.php?cat=110&page=1&psize=l&l[]
=10&l[]=1&text=AXE+OF+KINDNESS
• http://www.color-wheel-pro.com/color-meaning.html

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