This document outlines a 15-week project to create a perfume brand and advertisement. In the first few weeks, the student conducted research on branding, packaging, and advertising styles. They created surveys and mood boards. In subsequent weeks, the student planned elements like character, techniques, and logos. Production involved filming, editing, adding sound effects, and creating social media accounts to market the perfume. The final weeks were spent fixing errors and evaluating strengths, weaknesses, and opportunities for improvement.

1. week 1-3/ research
This project is made for people who enjoy sweet smelling and floral fragrances,
it also appeals to people who care a lot about design when buying perfume,
especially pink and cutesy styles. I'm confident about coming up with a theme
and design for the bottle and ad/logo. One thing that I am worried about is my
editing as I want it to look legitimate and professional but not too stiff or
boring. I will be taking inspiration from Dior advertisements as well as ones
from Marc Jacobs. I started by watching a bunch of different styles of perfume
branding/ advertisements and noted down what I liked from each and what
worked well. Some examples were what shots were use, what filters and
colours they were, how to model moved, how the camera moved and how the
narrator spoke and what sounds/songs were used. I also brainstormed
rough colour schemes, sounds, shots, locations and outfits just to get a general
idea of what I want to do. I looked at a bunch of different colours and which
were most popular within advertising and which ones I thought fit my idea
more.

2. week 3-5/ research/ planning
On week two I finished with the general brainstorming and then began
researching into the specific elements I wanted. I found some of my favourite
brands that use a similar style to what I want and analysed all the littler
details such as specific camera shots, filler shots and clothing choices, makeup
choices etc. To get a better idea I then created a survey asking my friends and
peers different things about perfume smells, design and advertisement. After
24 hours I collected the results and there were a mix of responses, however
there were a few that stood out a lot more clearly. These helped me with
furthering my choices and making this project as best as I can for the target
audience. I then started researching individual perfumes. I did 4 perfume
bottles where I spoke about the design and if and what I would incorporate
into my own work, as well as what I wouldn't. I then did the same but with
advertisements. I did 4 of these as well but in these ones, I spoke about the
brand/designer/creator, the shots, the clothing and potential underlying
meanings. Next, I started to create mood boards that consisted of colours, fonts
and rough logo designs to help me narrow down my options for my brand logo.

3. week 5-7/ planning/ pre-production
On week 3 I started planning, I wrote out all of the potential approaches I
could have and then all of the potential techniques I can use. Some ideas were
that I could make the "character" in my advertisement relatable for women. I
planned to make a strong and independent character who was still in touch
with femininity as most women who are seen as strong or independent as
viewed as not "lady-like". I then decided to write down all of the conventions
of my project, key words were feminine, emotional appeal, independent, tells a
story, bright and colourful, flowers, and personalization. This helped me make
my next mood board which was for general ideas to use. Once I had all of my
mood boards and basic gathering, I was finished and created a short summary
for my project. I then made an in-depth rationale and creative concept. All that
was let of planning was to arrange locations, props, costumes, personnel and
voice actors and actors. I then had to create a risk assessment, a bibliography
of all the agreed actors, a schedule and I was done with planning/ pre-
production.

4. week 8/ production
since I finally finished research, planning and pre-production I started my
production, I firstly made a logo as its something I will need to use in both my
social media accounts and my advertisement. This didn’t take too long as all I
needed to do was find a good font as colour scheme, I already had this mostly
done from planning and pre-production. I settled on a cool toned pink and a nice
font that wasn’t overly fancy but still looked clean and professional. I also chose
a layout which made the text layered which I thought looked good. I could now
move onto filming; this was done over a few days as agi was busy and there were
also people at the area we originally filmed at. We managed to get back to the
same area the next day though, so it worked out fine. We filmed a bunch of shots
from different angles just so we would have enough in case something went
wrong. The main shots I used were long shots as it got agi in and also you could
see the background nicely. We started with any scenes where agi was in the
frame as she had to get changed in and out of the white dress and it was quite
cold. The next time we filmed we moved onto filming the area such as grass,
flowers, sun etc. Filming was over with pretty quickly, which was good, so I
could start on editing my advertisement.

5. week 9/ production
Editing went pretty well, I accidentally deleted it at one point but luckily it was
at the start, so I didn’t loose too much of my progress. What took me the longest
was layering sounds in the background, so the music didn’t sound too plain. I
layered animal sounds, wind, little chimes etc to make sure it sounded unusual
and sweet alongside the song playing. I then touched up on trimming any clips
and adding subtle transitions between shots. I was over with most of the editing
after a few days however I still hadn't gotten the voiceover from a friend, so I
was waiting a little longer to complete it. I also has to edit the background out of
a photo of my perfume and also retouch parts where the light hit weirdly. This
part was really time consuming as it was a lot of very minute details which had
to be retouched on my phone without a stylus because I lost mine. Once I got the
voice over, I broke it up into a few separate clips so I could have it play across
the whole ad and match the parts that I want audio in. I also added a very subtle
fade in/ out to the start and end of each voiceover clip to make it blend in more
nicely. I also, at the last minute, tried to use this face tracking effect however it
made it look really strange, so I didn’t use it. Instead I decided to mess around
with the brightness, contrast and saturation etc. In the end the difference wasn’t
huge but I was still happy with how it looked.

6. week 10/ production
this week I finished up my advertisement and began creating my social media
accounts. I started off with Instagram because it seemed like the most obvious
choice. I set the profile picture as my logo and began posting photos from my
advertisement and other perfume related things to create a believable feed.
Some examples are of my perfume, agi with the perfume, the brand slogan,
quotes and colours. Once I did that, I applied the same idea to Twitter and
Facebook. I then linked all accounts together and then also linked the
advertisement in all of the bios. At this point I was pretty much completed, all
I had to do was check up on everything just in case I missed anything. I also
made sure to save everything multiple times so in case one got lost or deleted
etc I would have a backup.

7. week 1-15/evaluation
After production all I had to do was to go through everything
again and check for missing or incomplete slides and make
sure everything was uploaded and in the right spots. Once I
thoroughly went over everything, I realised that I hadn't
completed some slides properly and had even missed some so
I spent the next week and a half filling everything in fully and
just fixing errors. Once I fully finished my work, I began my
evaluation, I spoke in depth about my research, my planning,
pre-production and production and what I could have done
better, what could be changed/ improved, what I'm happy
with and what I don’t like at all/ regret. I also spoke about