FMP

1. FMP Evaluation
Samuel Johnson

2. Production Process Evaluation

3. Research
I greatly believe my research supported me heavily in the development of my product. Specifically when I spent a majority of time watching
and breaking down crucial elements of modern day advertisements, trying to find out what made them so enticing, yet so hysterical at the
same time. From this, I found that more so than any other aspect in these advertisements, the spokesperson trying tirelessly to promote
the product at hand, tends to be the most amusing part of the entire production. Their loud, frantic and frankly quite bemusing nature
makes for an entertaining viewing, with the actual product serving no real part in the comedic festivities, other than them being constantly
referred to in a means to try and persuade the everyday consumer into purchasing it. This research was to help make my production the
best it could be, by finding the similarities in all of these existing commercials, I could proceed to weave said elements into my works and
begin to find a way in which to mock these repetitive facets each one of these irritating commercials happen to possess. However, the
pinnacle inspiration for this advertisement which fuelled me with ideas, were the infamous “CILLIT BANG” commercials, they just reiterate
everything I just said to a perfect degree and they included almost everything I needed out of these comedic commercials, including; an
incessantly irritable spokesperson who never stopped shouting, an annoying slogan which stuck to my brain, extras who were quite clearly
acting and giving the most pristine opinion on the product at hand, as well as the clear lack of any negativity surrounding the product at all.
This is exactly what I needed for my advertisement research, I wanted to create something that would resonate with viewers who
constantly see commercials like this throughout their time watching television, trying endlessly to grab the spotlight just for one moment
through any means possible (mainly by shouting, of which can be seen in the finished version of my production). Through watching and
analysing this plethora of commercials, I found countless elements to include in my works of which I could over exaggerate to such a length
that it would be clear to the audience, that I was mocking existing commercials and not creating one, which enabled viewers to enjoy the
production rather than listen intently to the complete lies I strung together about the capabilities of a non-existent product in
”EXCALISPRAY”. Next was the process of creating a questionnaire, which members of my class would answer, giving me valuable insight into
the interests of a younger audience. Although I knew from my first initial inkling when I decided to make this product, that it was going to
be aimed at the older generation (a generation who actually watch television on a far more regular basis when compared to the youths) its
always crucial to try and appeal to a variety over a singular group of people and from what I gathered I knew what I had to change and
what I had to do, as to appeal to this group. However, I found the questionnaire not so useful in the long scheme of things and even though
I previously mentioned that feedback from everyone is of valued importance, I should have given more open questions allowing for more
in-depth answers, with 8 out of the 10 questions given being yes/no orientated; questions such as “have you ever bought a faulty
product?”, “Do you trust online retailers?”, “Do you find shopping channels outdated?” and “Do you watch television?”. Questions which
didn’t allow for a whole lot of insight and therefore this drastic change would have supplied me with feedback I could properly work on to
achieve greater results, of which would have appealed to said audience. On top of that, I wish I had asked the opinion of the primary age
group (40-60) I was actually aiming for, as the opinions of 16 and 17 year olds didn’t majorly impact on any aspect of my work and that
could be down to the restrictive questions, but at the same time many of the answers given were very similar, with very little to change my
mind on any original planning I had for my FMP. On the other hand, I found that my overall strength throughout the research process, was
through the research itself. By finding existing videos and images, I was able to analyse them in depth and pick out particular aspects which
made them what they were, whether that be the funny side or the professional side. From there I found a way to implement them into my
own production, seeing as how effective they were originally.

4. PLANNING
(BOTH EXAMPLE AND ANALYSIS)
1.MIND MAPS
2.EXPERIMENTS
3.STYLE SHEETS
4.STORY BOARDS

6. For my planning I created style sheets, story boards, mind maps and primarily a multitude of mock up logo designs. Firstly, I created a couple of mind maps which set out
the fundamental elements of what my project would entail, including several ideas which never came to fruition and or were put aside for the placement of a better,
more developed one. I initially created a mind-map based around my first thoughts, plans and ideas, whereby I came up with three main headers (Advertisement, Poster
and Magazine) and began to stem off from each one. This stemming enabled me to go in to more detail about how each idea would end up looking, based on colour
scheme and gave me the space to explain how I believed certain colours associate with different products, of which potential buyers will see and automatically know the
field in which that product may be in. Such as yellows and pinks alongside cleaning products, due to their overall vibrancy and pristine appearance, of which cleaning
products try and achieve, or shades of red to match up with video games, with the constant release of violent, gory and scary titles that modern day gamers tend to be
drawn too. Furthermore, I elaborated on how vibrant colours are a must in all advertisement areas, seeing as they capture the attention of possible consumers, therefore
I was sure to mention said element for later use during the production stage of my FMP and evidently that was a good decision, as I ended up with two vibrant final
productions. On top of that I spoke on target audience, as I had to be certain who the products were going to be potentially aimed at, before any further development
could take place. I had to take into account many elements involving, why this particular group of people would be drawn to such a product and who would take joy in
doing so. Therefore for the time being I based the facts upon a mixture of common knowledge, as well as modern day stereotypes, an example of this being the
commercial where I decided upon the 40-60 age range, seeing as a large proportion of the younger generation are taken in by different multimedia based entertainment,
whilst those in the older generation bracket are far more comfortable using technology they fully understand, that being the television where they would end up seeing
my commercial. Whereas my gaming orientated product being the poster, was aimed at a younger audience of 18-30 year olds, seeing as they tend to have more spare
time to do said activities, over those fully committed to a job or craft. This section helped me immensely during the production of my FMP, as I was able to separate many
of the plausible ideas from the difficult ones and I even ended up using the 40-60 age demographic that I initially planned, for my final FMP commercial. Next I wrote
upon my highly influential inspirations, of which fuelled me with a plethora of ideas, more so than any other section previously mentioned. From this I was able to
capture ideas of which to include in my own works, seeing how effectively they were put to use before hand and I managed to analyse each minor detail in depth to find
out what specific element effects the viewer in major ways. With my commercial idea I dedicated a majority of my planning to modern day commercials, that desperately
try, through any means possible to grab the spotlight for only a few short moments, with ”CILLIT BANG” being the pinnacle production atop that pile of desperation. The
“CILLIT BANG” commercial just included a plethora of unintentional comedy gold, that would be foolish not to pick up on and take to new levels of over exaggerated
humour, so that viewers would fully understand the intentions of my production and proceed to laugh at it; all of which were crucial elements implemented into my final
FMP production. Whereas a far more professional product influenced my magazine idea, with the incredibly popular “FOUR FOUR TWO” magazine. This gave me a wide
array of pointers that would greatly increase the intriguing aesthetic qualities of my productions, not just through another magazine, but through each one of my ideas.
Elements including vibrant images and colours, even those not highly interested in the product itself would be intrigued by, as well as unique qualities one cant find any
where else on the market, further increasing the desirability of the product. However, seeing as creating something entirely unique that isn’t already in existence, is
possibly the hardest task on Earth, I didn’t go through with that particular point, besides “FOUR FOUR TWO” is a professional company that attracts the attention of
footballing stars for photoshoots and one of a kind interviews, something I couldn’t possibly achieve at my level. To improve on this aspect if I were to do it again, I would
include a section in the magazine whereby I would interview non-league footballers, with professional footballers difficult to attain the attention of. This would of
allowed readers to hear the unbiased opinions of those not fully integrated into the footballing world, like the readers themselves, with questions surrounding modern
day football stereotypes and outrageous transfer sums, however attracting consumers through these means would have likely proved a challenge, with the shear lack of
big names on the front cover putting people off. Finally I moved on to the more developed stage of the mind map process and created one resolving around my final
ideas, including my advertisement, product, poster and radio ideas. Whereby I spoke upon why and how I would end up creating these during the production process,
which was helpful to know way in advance so that I was aware of the software and or kit involved during each process and to what difficulty level said task may reach to
create. Software such as adobe premier, in which I would create my commercial and radio segment, by editing sampled audio from the internet, including effects and
music, as well as audio created by myself and other course mates using an audio recorder. This was a method used during the production of my commercial and was one
which proved highly useful during said process, as I was already conscientious of several things I had to do before actually creating the commercial segment, including the
collection of a few key outfits and props to be used by myself and others when filming. On top of that, in my final ideas mind map I spoke upon the use of another piece
of computer software in adobe photoshop and to what effect I would put it to, being the creation of my poster/logo. However, this wasn’t entirely helpful during the
latter stages of production, as I didn’t stick to said plan as closely and many points I had previously made were left out when creating it. I did still require the many
resources of photoshop to design the poster/logo, but many of the ideas surrounding said design were based off of my experiments.

8. This leads me on to the stage whereby I had to design my logo and the way in which I did that, was through experimentation. I had
decided on the name ‘EXCALISPRAY’ beforehand after countless attempts of trial and error and rather than sticking to the
relatively mundane name of “Spotless Spray” that I had originally come up with, I wanted to convey features of the legendary tale
of Excalibur (that of which my product is based off) as a way of showing homage and gratitude for the inspiration it gave me. This
inspiration derived due to one specific trait Excalibur owns, that being its power. With every consumer of cleaning products
wanting the best around, as they want the chore of cleaning to be a simple task. Therefore, with the name ”EXCALISPRAY” being in
direct and obvious correlation with the famed sword, my thinking was consumers would automatically associate the two and
instinctively believe this small bottle of cleaning fluid must hold an inconceivable amount of power, non of which others on the
market possess. However, I am aware of how much of a stretch that may be for some people, but I still do believe that the name of
”EXCALISPRAY” has connotations of power, that some may come to recognise from seeing the product label. From then on, I
experimented with logo designs that related to certain aspects of the tale, such as the lady of the lake, who in one of the
renditions of said tale bestowed the sword to King Arthur and another version, where the soon to be King pulled the sword from
an antient stone. These design choices came to be through research I gathered surrounding the topic of Excalibur, by reading up on
such tales on sites like Wikipedia, which contains a plethora of renditions of how the sword came to be, with these two being the
most famous of the group; of which most people would recognise. These experiments were just simple layouts created primarily
using the tools on PowerPoint, with simple shapes building up most every aspect of each design. Although, being that they were
just basic, preliminary designs a few elements of each were taken from the internet, being the nozzle and the hand reaching out of
the bath tub, of which were later scrapped and or re-designed from scratch, as to make the design completely unique for myself.
However, this was good for me, I needed to see my piece in full effect on screen before any further development took place, to see
clearly whether or not it would be a crucial asset to be later implemented in my final product, or a design to be changed and or
improved on. By the end of the development phase, these two initial experiments came to be the most crucial influences on my
final design. I improved on each of their aesthetic qualities using the intricate tools on photoshop and decided that a mixture of
the two would be the best outcome for the final stage of this project. Henceforth without them, or without gathering existing
images from the internet for experimentation, or doing my research on Excalibur, my final design would have drastically differed in
appearance, a difference I would not be comfortable with. As I believe everything that I’ve done has culminated together during
this time and has all been for this design, one of which I’m very pleased with; with qualities from both designs, being the name
(obviously), the nozzle topped sword and the collection of bubbles, plus the mixture in colour scheme being the vibrant pinks and
the dark shades of black. However, saying all that I do believe there was one weakness in this stage of planning, that being the
shear lack of variety in the experiments. Of course I’m very happy with how my product turned out, but based off of my planning I
don’t think it could have conceivably turned out any other way. I didn’t experiment with any other names, I stuck to a similar
colour scheme throughout and each experiment was somewhat similar in appearance, therefore if I were to do it all over again, I
would try and include far more variety in my works, of which may have drastically altered the appearance of my FMP logo;
possibly it may have turned out even better, but I was very set on one specific idea as soon as “EXCALISPRAY” came into existence,
which is both an example of single mindedness (bad) and commitment (good).

10. Speaking on colour scheme, the style sheets helped me decide on the colour way my product would bare and what fundamental elements it would include, to
make the product appear like a cleaning fluid one would see on the supermarket shelves. But at the same time, the style sheet helped me come up with
qualities of which to include in both of my products, that would make them stand out far more from the average cleaning product or commercial, therefore
enticing/entertaining audiences more so than others of its kind. Out of each image I selected, the radiant pink from the “CILLIT BANG” commercial stood out
to me the most and for me it gives off connotations of cleanliness, which others throughout the style sheet don’t possess on the same level. Henceforth, this
was one of my main influences to include pink in my logo design, it draws people in, as well as gives consumers the initial impression of cleanliness. However
as seen in my final logo design, when the tone of pink gets darker and darker, it almost conveys a toxic nature, which is what my product is. So for those
who’ve seen the commercial itself, they will realize the deeper meaning of the logo design, it’s bright and wonderful on the surface, but as you go deeper the
darker side of the product begins to pierce through; a subtle aspect I believe works really effectively. This was an aspect brought forward due to the inclusion
of both the hazmat suit and chemical warning symbols on the sheet, as it automatically gives the impression of danger, of which to avoid at all costs.
Furthermore, it was also a reminder during the production stage of the commercial, to wear a hazmat suit throughout the entirety of the video, which
conveys to viewers that my character is wary of the dangers “EXCALISPRAY” possesses, whilst not caring about the safety of those around him, plus if you loo
closely a hazardous label is stuck to the bottle itself when used in the production, which is another small indication of the hazardous dangers of the spray. On
top of that, I included images of spokespeople and mascots such as ‘Adam Jay’ and ‘Phil Swift’, who all share the exact same trait of unrivalled enthusiasm,
even if they know deep down what they’re advertising is utterly rubbish. This was an element I mocked to the fullest in my commercial and although I may
have been wearing a mask, I was continuously smiling throughout and always gave off a cheerful vibe, which highly boosted the irony of the commercial, as
the product itself left complete devastation in its wake and the contrast in cheerfulness and devastation is what makes the production funny. Furthermore, as
well as trying to convey the emotions each spokesperson was giving off, I tried to replicate some of the shots seen in several images, whereby they indicate to
the consumer themselves to make them feel included within the production. This was an aspect later implemented into my commercial, as I found it quite
humorous when the main spokesperson stared down the camera with complete focus, rarely even blinking during their time on screen; an aspect which also
conveyed insanity, a trait fully engrossed into my character. Finally, I included a plethora of fonts in the style sheet, with each relating to the product in its
own way and my hope was that one would end up being the font used in my final logo design. The first font, being the medieval font, was implemented
because I believed that it related to Excalibur, with the first rendition of the tale being released in the 1400’s. However, due to its intricacy and delicate design
I decided against using it from that point forward, it was a nice relation to the name of “EXCALISPRAY”, but it was difficult to read for those who had no idea
what the product was, nor did it stand out compared to others on the style sheet; a hugely crucial aspect I had to get right, otherwise people wouldn’t be
drawn in. Therefore I included several examples of bubble font, which are thick and clear towards the consumer. I decided to choose these because they
relate to the logo I wanted to create, as they would match with the large clumps of bubbles surrounding each design, which viewers generally perceive as
friendly and harmless and therefore the text itself would also give off connotations of cleanliness, along with the colour scheme. Furthermore, these fonts
were far broader when compared with the medieval font previously mentioned, meaning they were a far likelier candidate to draw consumers in and give off
the first initial impression of power. However, similar to the medieval font, these fonts share almost the exact same trait, of course they are thicker, but at
the same time they’re quite difficult to read from first glance and I didn’t want the consumer to have any amount of problems trying to read an already made
up word, otherwise it could have automatically put them off, therefore once again I decided against these fonts. The next font to be incorporated was quite a
tall font, that had an imposing effect on me from first viewing and therefore I believed it would have the same effect on consumers. Furthermore the font wa
thick, so could draw in people from a fair distance away and was far easier to read, compared to others previously critiqued. However, the font simply didn’t
suit with any experimentation, as yet again it was far too intricate for a cleaning product, all I needed were some thick, bold fonts which didn’t bare any
special features, which leads me on to the next and final font in this collection. This final font was the best of the bunch, it ticked most every box I needed for
the logo. It was thick, bold, striking and didn’t have any particularly intricate aspects which some people may find to be an annoyance. However, in the end I
didn’t end up using it, not due to any bothersome faults or features, but because I found that I could simply create and manipulate fonts far easier using
Photoshop, which I found out when experimenting; a point I should have most definitely of included in the style sheet and a weakness of this particular
planning section, as none of them related to my finished design.

12. Finally, the story boards helped me in the area of filming and recording, whereby it set out the directions and lines of dialogue to be said in
separate stages of both the commercial and radio show. It gave a very simplistic rendition of the story board I later created for my commercial
(as seen in my product reflection), but it was a very crucial stepping stone during the planning process, as it conveyed my basic thoughts and
ideas about what was going into the final production and without it, many ideas would have been forgotten about and or never have come
to fruition. I still believe the story board surrounding my radio segment, would have come to be a reality if I wasn’t spending huge amounts
of time planning and creating other elements of my FMP. The plan was clear and well structured for later development, as was my
commercial story board, with both laying out the 9 highly important scenes which set out the basic processes of each. I had planned so much
for my commercial and logo that I felt, I couldn’t fully invest myself into the radio segment, which was a huge disappointment, as I believe it
could have surpassed my commercial in terms of quality. Furthermore, the process of editing both, especially the commercial, took up a
majority of time as I wanted to make them the best possible renditions of themselves, leaving me with even less time to create the radio
segment. On top of that, gathering a group of people to record with, was a hard enough challenge for the commercial alone and therefore
the waiting game would have eaten up even more of my time, reducing the quality of each of my other productions. However, bar from all of
these excuses, I do wish I had created the radio segment and I think it could have even topped my existing commercial. The plan allowed for
more hilarity and absurdity, as nothing could actually be seen on screen, leaving us only to ingest certain actions to be pictured by the
listeners themselves, which couldn’t be replicated using video footage nor could be edited in without an obscene amount of difficulty, due to
my limited talents in this field. Therefore if I were to do it again, I would carefully structure my time in a more professional way, leaving me
with enough time too finish all three of my initially planned productions, as at times I do think I can over work things. In contrast to this, I
think one of my major strengths during the planning process was my commercial story board, as it worked perfectly towards the creation of
my product. Each stage (as pictured in the previous slide) all featured in the finished production (apart from one slight change, being the
glass smashing which was taken over by the dishevelment of a ceramic surface), from the testing phases to the arrest, therefore proving just
how much of an impact it had on me creatively. Of course I further developed on each stage later, writing a script based around every
sequence and giving context to why and how individual scenes turned out, so that when it came to actually filming the segment every
member of the crew was aware of what to do and say. Yet without the creation of this particular story board, my commercial wouldn’t have
turned out the way that it did, as a lot of stages would have been lost from memory. On top of that, this story board associated with my
audience demographic, even in its basic state. For example my primary psychographic of “needs driven” suited the whole context of the
storyboard, in how it starts off well and then slowly descends into a more notorious realm of advertising, which most sensical consumers
would turn there back on after a few seconds. But due to the instinctive nature of this particular group, they would immediately pick up on
the good qualities from the start and act prematurely in purchasing this utterly useless product. Furthermore, the violence displayed in the
storyboard which then transitioned over to the commercial itself, was implemented to appeal to my primary male audience, whom of which
aren’t as easily offended by such acts, when compared to my secondary female audience. This is what was so helpful about this particular
process of the planning stage, it conveyed so many ideas surrounding my primary FMP production, in the commercial. Meaning all I had to do
from that point forward was develop on them to a further degree, therefore it saved me a whole lot of thinking during the latter stages,
allowing me to manage my time more efficiently around filming and editing my logo. Therefore I don’t believe there are many, if any
weaknesses surrounding this specific stage of planning, unlike those previously critiqued. Nothing put me off, nothing delayed my work,
nothing majorly restricted me in the creation of my production, but In fact everything surrounding this story board helped me immensely,
through many of the ideas it conveyed and the stages of the commercial that it set out, even in such a preliminary state.

13. Time ManagementI believe the time scale in which we had to complete the FMP, was more than enough, with over two months to plan, create and critique a product, it was if
anything gratifying. I felt no need to rush, I wasn’t massively stressed the entire time and everything went near enough, according to my original plans. The only
process which took considerably longer when compared to everything else, was the planning process. For the first time ever, we were given absolute freedom to
create whatever we wanted and therefore it took a while to come up with an original idea and gather information surrounding that topic, as to make it the best it
could be. However, after that point everything went relatively smooth, even more so when you enjoy what you’re doing. I, nor anyone else in the class had
created a video based production (short film) during our time on this course, so it was a new challenge for me. But thanks to the time we had, as well as the
support we were given, obstacles didn’t shroud my path in doubt and most everything was completed up to a good standard and delivered on time. Although,
additional time wasn’t verbally agreed upon, we had the added bonus of half-term, leaving us with over ten weeks to complete this FMP and therefore I believe
I’ve managed to complete my whole production to the best of my (current) ability. It allowed for more written work (like this) to be completed to a higher
standard and gave me more time to plan for the inevitable filming process. However, as mentioned in the previous slide resolving around my story boards, I
didn’t manage to perfectly structure this length of time, with only two of the three ideas I initially planned coming to fruition. Although, that’s not to cancel out
my previous statement where I said that “the time scale in which we had to complete the FMP, was more than enough”, I’m merely stating that during this long
stretch of time, I didn’t factor in every aspect I had to work through, leaving me with limited time to either improve on my finished products to achieve a stronger
grade or begin to work on the radio segment and therefore leaving my other products in a worse condition; I evidently decided on the former. However, I did
write up a schedule surrounding both my radio segment and commercial, which set out the 8 main stages in creating both, although I ended up only sticking to
half of said schedule, as I ended up spending more time developing both my logo and commercial. This meant that the schedule didn’t prove entirely useful
during planning and I decided to go off tangent, as I had put far more effort into the other pair of ideas over my radio segment, meaning no proper script was
ever written for the segment, nor did I collect any sound effects to be implemented amidst the editing process. During this development phase I spent a
considerable amount of time planning for both my commercial and logo, with experiments, scripts and storyboards needing to be created, therefore I was unable
to develop on my radio segment idea further and to a suitable standard that I would be happy with. Once again that’s no fault of the time scale we were given, it
was due to my poor time management skills, of which I would have improved on and spent more time planning if I were to start all the way from the beginning.
However, speaking on planning, this helped drastically in the creation of my finished products. I may have not developed on my radio segment idea, but I
certainly did with my two other ideas, being my logo design and commercial. I put a considerable amount of effort into researching existing logo designs,
commercials and products, trying to find out what made them so enticing, yet so unbearably irritating and or comedic at the same time. This meant that when it
came to the experimentation phase, I knew the ins and outs about each individual product, meaning I didn’t need any additional time to do extra research and
therefore I was aware of what to include in my own production to make it the best, most enticing, most professional and or most hysterical rendition of itself
possible. On top of that, during this time I created storyboards for both my radio segment and commercial, which were so rife with ideas, including many aspects
relating to my audience demographic, even in there most premature state, that when it came to develop on them further (specifically the commercial story
board) I simply had to transition it over onto a larger scale, as to give more context towards each stage of the process. Everything was already there, but for the
sake of myself and the crew that I would be filming with, I needed to explain each process in more detail, with their only being a limited number of pictures and
words on the first stage storyboards; of which I understood well, but probably not someone from a secondary point of view, being my crew. This saved me so
much time, as everything I needed was already there, weeks before the creation of the products themselves took place. I had no difficulty in the creation of these
products, as I was pretty capable with the adobe premier and Photoshop software beforehand, due to all the time we spent using them in the projects leading up
to this one. That’s not to say I’m an expert with such software, but to simply edit together a short video and create a logo, is not an obscenely impossible task to
get to grips with and therefore no significant amount of time was wasted trying to figure out how to use certain elements of the software. Furthermore, luckily I
was able to purchase the software for home use, meaning little to no distractions put me off during the process and no problems arose due to historic software,
halting me in my tracks, with college computers rarely being able to handle such software, especially in the extremely late stages in the production of my
commercial and logo; as the files simply got bigger and bigger. This also meant that I didn’t waste much time waiting for any of my work to load up, on a
computer that clearly couldn’t handle it.

14. Audience Appeal
Each category was decided upon, as if ‘EXCALISPRAY’ were to exist in the real
world, so every single demographic (other than gender) was basically chosen
based off whom would be most likely to purchase such a useless product and I
believe I have appealed to my primary target audience, by sticking to the
demographic I first set out (as seen in the image to the right). I feel that I’ve kept
to my roots throughout this project and not severely altered any of my plans.
Everything I’ve set out to achieve, as a means to appeal to the older generation
was somewhat of a success. Now I know my surveyed audience may have been a
young group, but I had to work with it, because no one should cast out a large
group of people whilst trying desperately to appeal to a different one. I’ve
managed to include an array of aspects in my works that should appeal to both
the young and old, moments of hilarity that hopefully both parties can enjoy.
However, everything that’s been implemented has always been done with my
target audience in mind, but based off my feedback seen later in this PowerPoint,
younger generations still enjoy the humour and irony involved. Furthermore, I still
genuinely believe that the older generation are more likely to watch television
over the younger ones, due to the mass amounts of different media based
entertainment. That was another reason for my demographic, as I created my
commercial to be similar to those critiqued in my research (basically annoying
spokespeople desperately pleading to the viewer to buy their product).
On top of that, I believe the commercial stuck to the psychographic closely, due to
the context involved dramatically contrasting with the actual goings on in the
commercial, such as the quoted benefits of the spray on facial blemishes, but
when in reality it completely ruined the test subjects (Harry Docwra’s) face. What
I mean is that this group “needs driven” would pay more attention to the benefits
being said, rather than the actual outcome and that’s exactly what real world
companies, similar to this try and do. These people are not bothered in the
slightest about the consumer, but only about sales. If it takes a completely
oblivious individual from this group to purchase their product, then so be it, a sale
is a sale to these people and therefore most definitely in the circumstance of my
character, with his almost completely unfunctional product. Furthermore, this
group are quick to react and therefore the instance ‘EXCALISPRAY’ is revealed in
this commercial to replace the old, shoddy product, this group of people are likely
to pounce at the chance to purchase it, without showing any attention to the
negatives; That’s exactly why this psychographic was perfect from the moment I
chose it, all the way up until now. However, for those who are more observant,
they would immediately pick up upon the huge difference between what was
being said and what was being shown and that’s what makes it funny.
The category of gender was simply chosen based off who would find the
production funnier than the other and I believe even now that, males are still
the likelier demographic for this category. I had to choose at least one gender
for my primary audience and I still stick thoroughly by my initial decision and
based off the feedback I later received, my mainly male dominated class
showed more interest in the production over the females in the class. With
some dark humour involved, such as when the test subject is ‘shot’, I believed
that males would not take a great deal of offence, nor be disgusted by the
implication of murder. Although, as I stated in the chart above, that’s not the
same for all women or men, but typically it tends to be the case in these
situations.
The category of social status was decided upon with my first initial point in
mind ‘if EXCALISPRAY were to exist in the real world, who would be the
likeliest candidate to purchase such a useless product’. This made me choose
the middle class, due to them having money to spend (unlike the working
class) but not having vast amounts of money to spend (like the upper class).
Furthermore, the older middle class to my knowledge seem to be the ones who
sit in front of the television far more than the average person and therefore
are forced to sit through countless commercials, which in turn would bring
them to me (if it were to exist).

15. SIMILARITIES:
• Each logo possess a large sword like object running
along the centre of each design.
• Each logo has it’s main name/title across the middle
of the image, in a large font.
• Both logos bare a circular boarder, surrounding the
focal point of the design.
DIFFERENCES:
• EXCALISPRAY has a majorly vibrant, pink colour scheme, whereas Dettol
bares a colour scheme mainly consisting of royal blue and lime green.
• Nothing seeps out of EXCALISPRAY’s thick, black boarder, whilst both the
hilt and the tip of Dettol’s sword pierce the top and bottom of the circular
boarder.
• A large spray nozzle features atop the hilt of EXCALISPRAY’s sword, but
nothing is atop Dettol’s sword.
• EXCALISPRAY’s sword plunges deep into a large pool of pink foam, whilst
Dettol’s sword has a large, white sparkle at its point.
• The font for Dettol’s main title is blue, with a slightly transparent white
outer glow, whereas EXCALISPRAY’s font is pink and casts a dark backing
shadow, with a black outer lining.
• EXCALISPRAY’s font is 3D, Dettol’s font is 2D.
• EXCALISPRAY’s inner circle is white and Dettol’s inner circle is consistently
green, with a slightly darker shade along the bottom edge.
• Nothing features inside the boarders of Dettol’s logo, other than the white
sword, whereas the inner boarder of EXCALISPRAYS logo features a black
sword and many bubbles of different shades, splayed around the main title
and clumped together along the bottom.
Technical Qualities

16. Technical Qualities (each video is hyperlinked)
SIMILARITIES:
• Each commercial has an intensely annoying
spokesperson, in myself and Barry Scott.
• Each commercial demonstrates the products
capabilities.
• Each commercial interviews a member of the public who
has used the product themselves.
• Both commercials have been recorded to some degree,
using the simple hand held technique (evident to see
when interviewing both women in the CILLIT BANG
commercial)
• Both commercials include somewhat offensive material,
as EXCALISPRAY includes mild violence and censored
language. Whilst CILLIT BANG (although unintentionally)
says a female orientated remark “over a million women
are at it!”, which implies that only women clean the
household and not men, therefore it can be taken as a
sexist remark.
• Added sound effects can be clearly heard in both videos,
such as the bang in the CILLIT BANG commercial and the
dissolving sound effect in the EXCALISPRAY commercial.
DIFFERENCES:
• The EXCALISPRAY commercial has far more evidence of the ill effects of the
product, such as the badly run tests and list of highly dangerous substances
included in the product, whereas CILLIT BANG only shows the positive
effects.
• The CILLIT BANG commercial has also been recorded using special camera
equipment to keep the shot steady, whereas everything in the EXCALISPRAY
commercial was filmed by hand.
• The EXCALISPRAY commercial has subtitles throughout, whereas CILLIT
BANG has none (relating to what the person is saying).
• The CILLIT BANG commercial is only 30 seconds long, whereas the
EXCALISPRAY commercial is far longer at over 2 minutes 40 seconds.
• The audio quality in the EXCALISPRAY commercial is quite poor, whereas the
CILLIT BANG commercial is of a clearer clarity.
• No music backs the CILLIT BANG commercial, whilst music runs throughout
almost the entirety of the EXCALISPRAY commercial.
• The character of Barry Scott is quite clearly overdubbed in some scenes
during the CILLIT BANG commercial, whereas I am not at all overdubbed in
the EXCALISPRAY commercial (in any of the scenes of which I am seen).
• Nothing conceals Barry Scott’s face in the CILLIT BANG commercial, whereas
I bare a gas mask during the whole EXCALISPRAY commercial.

17. This final logo design for my FMP came to be, by incorporating elements of all my experiments into one single image. I
decided to do this, as I believe most everyone of my experiments were well thought out and designed to a high standard,
with each one relating to Excalibur (what my product is based off) in some way.
In the end I believe it came out rather well, I managed to incorporate a plethora of aspects from my experiments and
come out with a striking, powerful and vivid logo which won’t go easily unnoticed. Furthermore, I do believe that this
design is creative, as it was entirely based from scratch, with elements of my unique experimentation mixed in, of which
were also based from scratch. My only real inspiration when creating this logo, were the tales of Excalibur. Not pictures,
but words which fuelled my creative outlook, such as the sword in the stone, which this design is partially based off, only
this time the bubbly, pink clumps of foam take the place of the ancient stone of which the sword is buried deep within.
On top of that, the large spray nozzle atop the hilt of the sword is another one of my favourite creative features. As
Excalibur could only be wielded by the worthy, due to it’s almighty power and that’s what the logo is partially trying to
convey, telling the viewer that only the best can use such a mighty product to clean away grime and filth; and that’s what
everyone wants, only the best. The nozzle also gives an obvious hint to those less observant than most, that the product
is a cleaning fluid, as if it wasn’t blindingly clear based off the name alone. I really like the pink colour scheme, it just
screams clean to me, as I tend to associate certain colours with different things, of which pink I associate with cleanliness
and hygiene; I’m not entirely sure why, but I just do, maybe because of its pristine, bright appearance also added to the
fact that there’s bubbles splayed everywhere, another sign of cleanliness. Furthermore, pink is easily one of the most
striking colours and can pick up the attention of countless consumers, therefore it’s inclusion is heavily based off of this
fact alone. However, if I were to change one aspect of this logo, it would have to be the inclusion of some minute warning
symbols, which would ward off the more observant onlookers. My reasoning behind this, is to relate the logo to the
commercial, which displays massive warning signs throughout, such as the long list of highly deadly substances included
in ‘EXCALISPRAY’. I believe it would boost my main goal of mocking existing productions which try to hide any negative
elements of their products, as well as generating hysterics between my target audience, whereas my finished logo design
looks far more professional in contrast with my intentionally nefarious commercial; which displays obvious bad traits of
the product, that of which you seemingly don’t get from looking at this design.
Aesthetic Qualities

18. Aesthetic Qualities
This commercial was created as a means to mock existing productions of its kind, due to their strange hilarity and bemusing traits which seems to be a staple in many
modern day advertisements. Everything seen in this commercial was planned in advance using a storyboard, to carefully lay out the directions and dialogue to be said in
each scene. I think the final version came out very well, myself and my crew managed to follow the storyboard to its exact specifications and stuck to mocking existing
commercials in a comedic manner. Furthermore, that aspect put together with the editing I did on adobe premiere made the whole thing even more enjoyable to watch,
with certain cuts and zooms majorly amplifying the affect it has on the viewer. The whole video was basically created via the inspiration I gained from watching real
world advertisements and infomercials (as seen in my product research), which are so full of unintentional comedic gold, that it was so easy to find different, hilarious
ways in which to mock them. Such as the testing phase, whereby the spray was used in a plethora of circumstances which were said to be it’s main and most effective
area of use. This can be seen in real world commercials, where they test the product over and over again in different circumstances and in some even ask the opinion of a
‘real world user’ of the product, who without fail always gives the most flawless opinion on the product at hand. However, in contrast (and what I believe to be one of
the most hysterical aspects in the commercial) my product works in the complete opposite way to what is being said and actually does more bad than good in each test.
Such as the spray setting fire to a bin, when it was said to leave a wonderfully fragrant smell and also leaving the subject (Harry Docwra) with permeant scaring of the
face, when it was said to clear up facial blemishes and spots. Furthermore, as I said previously some of these commercials ask ’real world users’ for their opinion and they
always give a great one, whereas in mine they ask the permanently damaged subject for his thoughts on the matter and all he talks about is his pain and suffering, which I
comically subtitled with purely positive feedback, as if ‘EXCALISPRAY’ were desperately trying to cover over any negatives of the product; another aspect I found to be
quite amusing during the editing process. Another element of the video I’m quite fond of, were the smaller far less obvious inclusions, of which added to the the
production in its own special way. Such as the dissolving sound effect, when my binds are being melted away by the spray and the swooshing sound effect, when my arm
reaches up and blasts the test subject in the face with a cloud of the volatile liquid. I believe these tiny details relate to a cartoon in that aspect, as they tend to include
over the top wacky effects which add a lot for only a small amount, when in reality these clips were left baron of such sounds. In contrast to this, is arguably the funniest
scene in the entire commercial, whereby a completely generic sound led to complete hysterics whilst I edited this video. What I’m referring to is when the powerful music
unexpectantly cuts off, moments after the user lifts the bestowed spray bottle into the air, in complete awe. The moment the old spray bottle is thrown aside and makes
contact with the ground, the music cuts off and unlike the aspect mentioned previously this noise was not implemented later, but was simply part of the original video. I
just began to work around It and implemented it as a crucial turning point in the commercial, as when that bottle hits the ground the viewer comes to realise that this is
no ordinary commercial, but in fact the complete opposite; and that few seconds of silence after the bottle is thrown, whilst the user paints the ceramic surface in a
disgusting brown liquid, just makes for such a hysterical moment in my eyes. However, the only major change I would make, would be the dialogue audio, because it was
almost utterly inaudible at times and it did affected the viewing experience for some people. Although I must say, I tried to resolve the issue a few times using audio
recorders, but I personally felt that there implementation slightly squandered my efforts, due to there overall clarity not suiting with any aspects of the commercial. Now
that may not sound like a huge problem and if anything it sounds like an improvement, however they simply didn’t fit in with any scene throughout the entire adobe
premiere timeline. It would be so clearly obvious to myself and anyone listening that they had been included after everything had already been shot, which would lower
the quality of the whole production. However, if I were to try and achieve this feat once again, I would either rerecord everything to a better standard as a means to try
and improve the audio quality, or I would implement the audio over the existing video using an audio recorder. But this time, I would capture that dialogue in the space
where the original scene was recorded rather than a confined studio, so that the new audio would suit the essence of the video and it wouldn’t be blindingly obvious to
the viewer that the original take had been overdubbed. Furthermore, I would edit this new audio if need be, to suit with the scenario in which the commercial was taking
place, for example by adding reverb if it were filmed in an open area.

19. Peer
Feedback

20. Feedback: Danny Kaye
• What did you like about the product?
The advertisement about Excalispray was entertaining and joyful. The structure of
the advertisement was great, I enjoyed the story that was being displayed before
my very eyes. It was fun to see all the different side effects of the cleaning spray.
The funniest aspect of the spray was when it set the bin on fire because instead of
creating a clean and fresh bin it set it on fire. This effect was practical which made
it more enjoyable to watch. The text that was being displayed was large and had a
bold and striking font which was also very bright and allowed me as the viewer to
distinctly understand the context of what was being said.
• What improvements could have been made to
the product?
The only issue and I had with the advertisement was the audio, at some points in
the video I couldn’t hear what was being said. However, the text helped me
understand the context of what was being said, but it would have been a lot
better if I didn’t need to rely on the text.

21. Feedback: Matt Grainger
• What did you like about the product?
I like the music used in the final edit because it’s fits well with the
commercial. I the different voice used in the final. My favourite aspect was
the ending scene with the slow-motion effect and the list of chemicals
involve, with also including our names with chemicals.
• What improvements could have been made to
the product?
• I would improve the audio quality at some points during the commercial. As at
times, the lines of dialogue were muffled and without subtitles it would be
hard to understand, what characters were actually saying.

22. Feedback: Reece Boland
• What did you like about the product?
– EVERYTHING, the comedy was absolutely amazing, the perfect blend
of stupidity.
– I especially like the attention to detail that you put into the
advertisement, especially when you were tied up the small dissolving
sound was a very nice touch.
– I personally found that the muffled narration added to the comedy.
• What improvements could have been made to
the product?
– The only thing I would change would be some of the shaky camera
scenes.

23. Peer Feedback Summary
• What do you agree with from your peer feedback?
• The muffled audio wasn’t an intentional implementation and apart from Reece’s flatteringly positive review, I have to agree that it was
of mild annoyance and the subtitles were included for that very reason.
• I also liked how I implemented the names of those who were included in the commercial, into the long list of highly deadly substances.
Plus I liked how I distorted each one, to make it appear like a chemical substance, I just thought it was a great way to credit those who
had helped me during the filming process.
• I like Danny’s comment about enjoying the different effects the spray had on particular areas and people (being Harry Docwra).
Furthermore, I agree about his point on practical effects, specifically when the bin was set a light. I didn’t think the use of after effects
to include a fake fire, would have the same impact on the audience, plus with my obscene lack of skill in that area it would have likely
looked very shoddy.
• I like the implemented music, as it conveys happiness and joy, which contrasts heavily with the horrific happenings in the commercial.
As if its trying to cover over the fact that the product is awful, as well as massively dangerous, which in my opinion boosts the comedic
factor.
• I also agree upon Reece’s point on the small attentions to detail. Although, in fairness there weren’t a lot of them, there inclusion made
the whole commercial all the more believable and comedic. Such as the dissolving sound effect when the binds are melted by the spray
and the swoosh sound effect when I reach up and spray the subject in the face.
• Lastly I think, although the subtitles were a late inclusion, there vivid and striking effect help those understand who can’t tell what is
being said. Plus I believe in certain scenes they up the humour, such as when Harry looks to the screen and smiles, with the large red
transparent font in front of his face reading ‘massively obvious hint’, as if it wasn’t obvious enough already.
• What do you disagree with from your peer
feedback?
• I disagree upon Reece’s comment about the shaky camera, as that was an intentional inclusion, which
was made to amplify certain comedic moments. Such as when I’m being chased by the officer, as it
somewhat shows the camera man’s confusion and worry throughout the transgression. Plus, we’re
not walking tripods, unfortunately the act of standing completely still is not possible.

24. Peer Feedback Summary
The only major change I would make based off my peer feedback, would be the
dialogue audio, because it was almost utterly inaudible at times and it evidently
affected the viewing experience for some people. Although I must say, I tried to
resolve the issue a few times using audio recorders, but I personally felt that
there implementation slightly squandered my efforts, due to there overall clarity
not suiting with any aspects of the commercial. Now that may not sound like a
huge problem and if anything it sounds like an improvement, however they
simply didn’t fit in with any scene throughout the adobe premiere timeline. It
would be so clearly obvious to myself and anyone listening that they had been
included after everything had already been shot, which would lower the quality
of the whole production. However, if I were to try and achieve this feat once
again, I would either rerecord everything to a better standard as a means to try
and improve the audio quality, or I would implement the audio over the existing
video using an audio recorder. But this time, I would capture that dialogue in the
space where the original scene was recorded rather than a confined studio, so
that the new audio would suit the essence of the video and it wouldn’t be
blindingly obvious to the viewer that the original take had been overdubbed.
Furthermore, I would edit this new audio if need be, to suit with the scenario in
which the commercial was taking place, for example by adding reverb if it were
filmed in an open area.