Unit 8 Activity 2 - Pitch

1. Activity 2 – The Pitch
Exam Board Model Answer - The brief
PRESS RELEASE from GO CREATE
GO CREATE is an independent charity. It was started to make young people aware
of the opportunities for creative training and employment across the UK. The UK
creative sector is booming. Government data shows that the number of jobs in the
creative sector has grown four times faster than the rest of the UK job market. In
2013 it contributed £71 billion to the UK economy.
Only one eighth of people working in the creative sector are under 25 years of age.
At GO CREATE we want to use the talent and creativity of young people to help the
sector to grow even bigger. Almost all areas in the UK creative economy are
expected to grow significantly over the next decade. We feel that this gives a higher
proportion of young people the opportunity to gain employment in the sector. We
want young people and their parents/carers to be aware of the opportunities in the
UK creative sector so that they are more likely to choose a career in the creative
industries.
We are an independent charity and rely on donations from a number of creative
industry partners to support our activity. We are commissioning a set of media
products for a media campaign to promote awareness of the opportunities for
young people in the creative industries.
The Model Answer Pitch – 13 marks out of 15
For this commission, my chosen platform of production is a promotional video that
will be 3-6 minutes long, aimed at the target audience of 16-20 year olds. This video
can therefore be shown in schools, through social media and during advertisements
on TV to promote creative careers in a way that will be largely be reached by the
target audience themselves
The idea for this promotional video involves a voiceover from a student discussing
the creative career in architecture that she has desired ever since she was a little girl.
The first shot in the video will therefore show a 4-year old girl drawing a picture of a
house, with close ups of the drawing and her facial expression while she is doing so.
This will not only portray the enjoyment she feels whilst doing her drawing but It will
gradually transition to an older version of herself, with the voiceover continuing,
drawing a professional architectural building in her very own office at a university or
college.
The transition will be through the drawing of a house which is hanging on the wall in
her office. Through the video the audience will see the same close ups and facial
expressions made by the girl, signifying she is the same girl and she has made that
progression. We will also see a pencil that is used by the girl with the name of a
college or university. This aspect of the video is aimed to inspire young people
watching to follow a career path that they love and are passionate about, one of the
main messages that GO CREATE wishes to convey.

2. Once we see the progression made by the architect, the video will continue with
another creative career being shown through a young boy with a passion for
photography. Again an ellipsis will be employed following with a jump in time to a
photography studio in which he still keeps his toy plastic camera from when he was
younger.
By including the iconography of the university pencil, the drawing and the toy
camera we allow the audience to see the progression that has been made by the
students in the video. Hopefully, this aspect will inspire them to strive towards a
career that they will enjoy and continue to be passionate about like the two students
in the promotional video.
I have assured in this promotional video to include two very different creative
careers, male and female students as well as including statistics in the voiceovers.
This will therefore show that gender doesn’t matter to creative careers and that there
are a lot of options available that students may not have heard about yet.
Overall, I believe that this promotional video will convey the messages, that the
commission and GO CREATE wish to put out to the target audience as well as
including a variety of camera shots, editing techniques and fitting into an incredibly
low budget and ultimately promoting creative careers to young people in a way that
will inspire them if our production company is chosen for this commission.
NOTES
1. This is from the old version of the assignment - this is just over 500 words –
you may only have 350 – so your pitch may well be a lot shorter
2. I have highlighted in RED any particular uses of positive vocabulary – there
should be red all over the place if this is really working at being persuasive – I
don’t think there is enough.
3. Avoid using conditional language – don’t say ‘Hopefully it will do this’ or ‘It
could or should do that). Say ‘It will do this’. Be positive and assertive.
4. The first paragraph is a good general introduction. The second paragraph
should say ‘This is why my idea does what you want it to’ – it should tell the
client that and they show them how. It should show you saying ‘You wanted to
convey this message to this audience – my plans will do that for you with real
originality’ – and you then go on and show that. At the moment the ‘this is
why my idea does what you want it to’ paragraph is right at the end you should
come back to it then but you should say it loud and clear at the beginning.
5. I think you need to say more, as you go along, about how this part of the idea
is delivering what the client wants to the audience it wants to target.
6. But the rest of this is good – it gives a very clear idea of what the video will
look like. It isn’t as strong on what it will sound like. It’s a good original idea
with some nice memorable touches and it shows a good understanding of the
need to plan a practical, achievable short film.
7. The brief for this one was to plan a 3 to 6 minute video. My only other
concern about this one is whether what they say would really be three minutes
long – but the exam board don’t have an issue with this, they’ve put it out as a
model answer.