The creative brief is for a music video for the band The And Ensemble. It will reference the movie Grease through outfits and scenes from the 1950s era. The narrative will show the female band member going on a series of Tinder dates, including with band members Joe and Angus. It aims to appeal to students aged 16-23 by addressing online trends. The tone will be lighthearted to match the fun personality of the band. Visuals will use postmodern techniques seen in other artists' videos. Most of the production will use free locations, costumes, and equipment from the band and college to keep the budget low.

1. CREATIVE
BRIEF
Project Name – Music Video
Client company- The And Ensemble
Date- 03/12/2018

2. 1. OVERVIEW
We have decided to intertextually reference Grease in our music video, this means we will include outfits that would be
worn within the early 60s period and mirror some of the scenes and outfits (i.e. Pink Ladies). But, modernise through
technology. The narrative also includes Abby in a speed dating situation and her swiping them away as if she was on a
dating site. She will be faced with several different people, Joe and Angus being amongst them. This will be intercut
with basic shots mirroring some of the scenes seen in Grease.
3. TARGET AUDIENCE
The bands main target audience would be students and the
younger generation within the age range 16-23, as that is
what the band will be able to relate to. Therefore from this
audience research we put the music videos target
demographic within the D/E bracket therefore, establish
certain appealing features for the video.
6. TONE
The song is light hearted and fun. Which reflects the band members personality as they like to have fun when recording
therefore, the band will feel more comfortable also allowing the video to be created in a fun and non serious way.
5. MESSAGE
The song suggests that nobody is perfect, even if they think they are, there will always be some form of flaw/setback
since ‘nobody is perfect’.
VIDEO PRODUCTION CREATIVE BRIEF
2. OBJECTIVES
TANGIBLE GOAL #1
Address contemporary online trends to establish the
bands popular appeal.
TANGIBLE GOAL #2
Urge social media platforms like tinder in the
narrative. Also, not too serious as just have fun
making music.
TANGIBLE GOAL #3
Allow for the band to become more established so
in the future they can have bigger budget.
4. COMPETITION
An article about 10 pop stars to watch in 2018. From doing this we were able to see how we could make the video
stand out and better above the rest. Also, this article allowed us the get the idea of Grease reference as the audience
would be draw in. This would benefit the band as they would then stand out and possibly become more successful.
Certain members in the group have created music videos before therefore they are familiar with what needs to be
included.
7. VISUALS
From research we have noticed post modernistic features seem to
be used. For examples Ariana Grandes ‘thank u, next’ where she
references ‘Mean Girl’ and Iggy Azalea ‘Fancy’ with ‘Clueless’.
By using these post modern techniques it makes it appealing for
the audience to watch.

3. 10. DATES & DEADLINES
PRE-PRODUCTION
❖ First Script Draft ________
❖ Revised Script ________
❖ New Budget ________
❖ Casting
________
PRODUCTION
❖ Shooting Begins ________
❖ Wrap Shooting ________
POST-PRODUCTION
❖ Deliver First Cut ________
❖ Deliver Final Cut ________
DISTRIBUTION
❖ Promote
________
11. STRAY OBSERVATIONS
Language will be represented through the use of moving imagery. Will be using Laura Mulvey’s male gaze theory in
that tilts, zooms and angles focuses more of the figures and assets of the female band member- giving the audience
sex appeal- such as the low angles been used whilst dancing to show off her figure.
Band members will be portraying themselves through narrative so that certain aspects of their personality will come
through via happy, fun and joyful people.
8. SCHEDULING
First day will be the first 3 dates and studio filming of the band members in the pink ladies and T-bird outfits.
Second day will be a meeting to review previous day and plan for day 3.
Third day will be filming the tinder swipes and the opening and closing of the video and re-shoot any missed shots.
day four and five will be editing and organising the footage into categories to create the final piece.
9. BUDGET
Location- will be in the YSJ gym and Studio so will be free.
Costumes- pink ladies jackets around £21, the dates will be
between £15-18, the accessories will be between £5-10, the
male shirts and men and ladies night wear between £5-10.
Hair and make-up- will be by a mutual friend so will be £50.
Props- a car so about £30 and a phone is free.
Casting- will be free from YSJ students and filming company
plus equipment will be us and the YSJ equipment.
Catering- £10 a day for band members.
VIDEO PRODUCTION CREATIVE BRIEF