SlideShare a Scribd company logo
TASKS WEEK 2
DELIVERED BY MARCH 4TH
STORYBOARD
PITCH (INCLUDE YOUR TARGET AUDIENCE DEMOGRAPHICS) – 150
WORDS
ELEVATOR PITCH – 1 MINUTE PRESENTATION – WHAT
DISTINGUISHES YOUR IDEA FROM OTHERS? HOW WILL IT BE
ACHIEVED?
BUDGET – DETAIL COSTS AND INCLUDE CONTINGENCY (15%)
SCHEDULE
SHOOT
CAST LIST
CREW
LOCATION
EQUIPMENT (INC LIGHTS)
FIRST ROUGH CUT DELIVERY DATE
FIND OUT
Aesthetic
Who owns
What company is worth
http://companycheck.co.uk
Where manufactured
Prices
Collaborations
Designs
inspiration
POSITIONING STATEMENT
Product (Company)
Is the one category of product
That provides the target customer
With key benefit
Because reason they should believe
you can deliver the benefit
Choose a company
It can be any company
Write a positioning statement
using the template
Example:
B&Q
Is the one DIY centre
that provides first time buyers
with all their DIY needs in one place
because they have large stores in
most major towns and cities
Arnold Clarke
Is the one vehicle rental specialist
that provides families
with affordable and convenient car
hire options
because they keep a large and
varied fleet of vehicles for hire at a
more than reasonable rate
Creating advertising concept
Learning peculiarities of target
audience
Learning characteristics of
product/service to be advertised
Defining competitive
advantages of product/service
A FASHION FILM IS AN ADVERT AIMED AT:
CUSTOMERS
INVESTORS
SHOPS
DISTRIBUTORS
MEDIA
A FASHION FILM IS AN AESTHETIC
STATEMENT
A STATEMENT OF INTENT
A DEFINING STATEMENT
YOU HAVE BEEN COMMISSIONED
TOPSHOP IS YOUR BOSS
WERE YOU COMMISSIONED BECAUSE YOU’RE CHEAP?
EFFICIENT?
YOU UNDERSTAND THE MARKET?

YOU HAVE BEEN COMMISSIONED
TOPSHOP IS PAYING BUT YOU’RE IN CHARGE
YOU HAVE BEEN COMMISSIONED BECAUSE TOPSHOP
WANT TO BE ASSOCIATED WITH YOUR BRAND

IF YOU STAY TRUE TO YOUR AESTHETIC THEN, WITHIN
REASON, YOU CAN DO WHAT YOU WANT
MOBY
REMIXER
NO ELEMENT OF THE
ORIGINAL TRACK
PAID $10,000 FOR BRAND
ASSOCIATION
http://www.metrovelve
t.com/interviews/fashio
n-films-and-videomaking-an-exclusiveconversation-with-lucafinotti/
what is the
lucafinottibrand?
HOW CAN YOU SELL
FASHIONS BASED ON
ANOTHER ERA TO A
CONTEMPORARY
CUSTOMER
?
WHO IS YOUR CUSTOMER?
TOPSHOP?
OR TOPSHOP’S
CUSTOMERS?
HOW DO YOU PLEASE
BOTH?
TARGET AUDIENCE
ANTICIPATE COMMISSIONER’S
(TOPSHOP’S) REQUIREMENTS
ANTICIPATE WHAT WILL WORK
WITH TARGET AUDIENCE
(MODEL/STYLING/ART
DIRECTION) – IS THERE A
TOPSHOP STYLE?
FIND OUT BY RESEARCH
INFORMATION IS POWER.
RESEARCH ALLOWS
CREATIVITY.
CREATIVITY WORKS BEST
WITHIN BOUNDS:
TARGETED CREATIVITY –
FASH FOR CASH
ART FOR DOLLARS

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Companyresearchetc

  • 1. TASKS WEEK 2 DELIVERED BY MARCH 4TH STORYBOARD PITCH (INCLUDE YOUR TARGET AUDIENCE DEMOGRAPHICS) – 150 WORDS ELEVATOR PITCH – 1 MINUTE PRESENTATION – WHAT DISTINGUISHES YOUR IDEA FROM OTHERS? HOW WILL IT BE ACHIEVED? BUDGET – DETAIL COSTS AND INCLUDE CONTINGENCY (15%) SCHEDULE SHOOT CAST LIST CREW LOCATION EQUIPMENT (INC LIGHTS) FIRST ROUGH CUT DELIVERY DATE
  • 2. FIND OUT Aesthetic Who owns What company is worth http://companycheck.co.uk Where manufactured Prices Collaborations Designs inspiration
  • 3. POSITIONING STATEMENT Product (Company) Is the one category of product That provides the target customer With key benefit Because reason they should believe you can deliver the benefit
  • 4. Choose a company It can be any company Write a positioning statement using the template
  • 5. Example: B&Q Is the one DIY centre that provides first time buyers with all their DIY needs in one place because they have large stores in most major towns and cities
  • 6. Arnold Clarke Is the one vehicle rental specialist that provides families with affordable and convenient car hire options because they keep a large and varied fleet of vehicles for hire at a more than reasonable rate
  • 7. Creating advertising concept Learning peculiarities of target audience Learning characteristics of product/service to be advertised Defining competitive advantages of product/service
  • 8. A FASHION FILM IS AN ADVERT AIMED AT: CUSTOMERS INVESTORS SHOPS DISTRIBUTORS MEDIA A FASHION FILM IS AN AESTHETIC STATEMENT A STATEMENT OF INTENT A DEFINING STATEMENT
  • 9. YOU HAVE BEEN COMMISSIONED TOPSHOP IS YOUR BOSS WERE YOU COMMISSIONED BECAUSE YOU’RE CHEAP? EFFICIENT? YOU UNDERSTAND THE MARKET? YOU HAVE BEEN COMMISSIONED TOPSHOP IS PAYING BUT YOU’RE IN CHARGE YOU HAVE BEEN COMMISSIONED BECAUSE TOPSHOP WANT TO BE ASSOCIATED WITH YOUR BRAND IF YOU STAY TRUE TO YOUR AESTHETIC THEN, WITHIN REASON, YOU CAN DO WHAT YOU WANT
  • 10. MOBY REMIXER NO ELEMENT OF THE ORIGINAL TRACK PAID $10,000 FOR BRAND ASSOCIATION
  • 12. HOW CAN YOU SELL FASHIONS BASED ON ANOTHER ERA TO A CONTEMPORARY CUSTOMER ?
  • 13. WHO IS YOUR CUSTOMER? TOPSHOP? OR TOPSHOP’S CUSTOMERS? HOW DO YOU PLEASE BOTH?
  • 14. TARGET AUDIENCE ANTICIPATE COMMISSIONER’S (TOPSHOP’S) REQUIREMENTS ANTICIPATE WHAT WILL WORK WITH TARGET AUDIENCE (MODEL/STYLING/ART DIRECTION) – IS THERE A TOPSHOP STYLE? FIND OUT BY RESEARCH
  • 15. INFORMATION IS POWER. RESEARCH ALLOWS CREATIVITY. CREATIVITY WORKS BEST WITHIN BOUNDS: TARGETED CREATIVITY – FASH FOR CASH ART FOR DOLLARS