The document provides an assignment brief for creating a 30-second viral video advertisement for a charity campaign targeting urban youth aged 16-25. The brief outlines three main tasks: 1) Create a pre-production portfolio including research, ideas, and a proposal. 2) Conduct a video shoot and edit an advertisement. 3) Gather feedback, evaluate the advertisement, and submit a report on fulfilling the brief and technical aspects. The goal is to demonstrate an understanding of video advertising conventions and techniques for appealing to and manipulating the target audience.

1. Assignment brief – BTEC (NQF)
Assignment title Viral Video Ad Production (Don’t Panic Campaign)
Assessor Rich Barton
Date issued December 18th
2015
Hand in deadline February 26th
Duration (approx) 9 WEEKS
Qualification
covered
BTEC L2 First Diploma Creative Digital Media Production
Units covered
3 Digital Moving Image Production
9 Digital Editing for Moving Image
Learning aims
covered
3 – C D
9 – C, D
Scenario
As an intern, you have been commissioned by the marketing consultant agency Magneto Films
http://www.magnetofilms.co.uk to create a proposal for a 30 second YouTube Viral Advert to
promote the ‘Random Acts of Kindness’ Pass-It-On 2016 Charity Campaign. The key
demographic are urban youth 16-25.
Once the client is confident that you understand key conventions and persuasive techniques of
viral ads, you will conduct research into how to appeal to an audience, as well as look at
existing successful charity viral campaigns to be able to generate at least 2 ideas, then refine
and developing them to select the strongest. You will then create a proposal portfolio
summarising your research, your ideas and pitch to the client. You will need to show you can
work reliably, present confidently and collaboratively with others using digital presentation
software, as well as thinking creatively.
Research
Include these illustrative examples in a series of summary reports to the Head of Creative at
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2. the agency via a blog portfolio to convince them you understand the following:
● the conventions of technical and mise-en-scene aspects of Video Ads
● how audience consume digital and non digital ads and on which platforms you would find your
audience
● the use of persuasive techniques to target specific audiences
Pre-Production, Production & Post
The client wants to be kept up to date at all stages of the production process, so you will need
to put together an online portfolio that they can view at any time.
In the portfolio you must produce and post documents to demonstrate how you are following
pre-production, production and post-production processes of the sector you are working in. You
will produce:
● a portfolio of evidence to support your work in the pre-production, production and post-
production processes
● a finished viral video advert campaign that appeals to a youth audience
Pre-Distribution Screening (Evaluation)
Your client wants to test out the advert you have produced, to see if any changes need to be
made before it is distributed widely. You must produce a report for them which includes the
following:
● detailed and comprehensive feedback (self, peer, client, target audience) on the completed
advert
● detailed evaluation of how successfully you have met the brief, in using conventions, how
persuasive it is in manipulating a youth audience, creativity and regulations
● evaluation of the technical strengths of your advertising production and areas for
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3. improvement (Camera, MES and Edit)
● justification of the choices you made during the production of the advert and any changes you
feel need to be made to improve it before it is distributed online
Task 1
Create a Pre-production Portfolio for your Viral Video Advert in Groups of 3, consisting of
research, idea generation, a proposal, a pitch, and planning documentation
Evidence you must
produce for this
task
1. Proposal Worksheet – the idea with images, fonts and colours or mood board (Type,
Psychographic Appeal, Mode of Address, Persuasive Techniques, Creating a Viral Buzz) -
individual
2. Audience Demographic Profile for this product (age, gender, socio-economic, ethnicity,
lifestyle) - individual
3. Pitch to camera (Type, Psychographic Appeal, Mode of Address, Persuasive Techniques,
Creating a Viral Buzz) – individual (commissioning meeting of best ideas in groups of 2)
4. Script
5. Kit, Costume & Prop List & Budget
6. Actors and Crew Roles
7. Storyboard of your advert
8. Location Recce Selfie video, Permission Application & Risk Assessment
9. Shooting Schedule
Criteria covered by this task:
To achieve the criteria you must show that you are able to: Unit
Criterion
reference
Produce appropriate pre- production planning including adequate personal management
skills. *
3 2C.P3
Produce detailed pre- production planning including effective personal management skills.
*
3 2C.M3
Produce detailed and comprehensive pre production-planning including confident personal
management skills. *
3 2C.D3
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4. Task 2 You will now conduct your shoot. You will organise your resources, cast, rehearsals, locations, and carry
out your Music Video shoot both on location and in the green room studio. You will all need to undertake an
individual production role that you will be responsible for – camera operator, director, lighting technician – but
it is likely you will need to multitask (for instance the director may need to playback the synch track or do the
make-up).
Create and maintain a production diary blog that discusses your experiences of working with a
client and with deadlines, and demonstrates your practical contribution towards the completion
of the project. This section will be individual and contain your own individual edit of the final
advert.
Evidence you must
produce for this
task
1. An Blog Diary comprising of images/video of you agreeing & working to deadline with client,
uploading footage, Reviewing Rushes, organising shots, cutting and sequencing, filming pick
up shots
2. Photo evidence of your contribution the video shoot
3. A Rough Cut with sound, effects and titles
4. A Final Video Advert that follows conventions, has a clear persuasive technique and targets a
youth audience
Criteria covered by this task:
To achieve the criteria you must show that you are able to: Unit
Criterion
reference
Shoot and edit basic footage for a moving image production which demonstrates
appropriate camerawork to convey intended purpose.
3 2C.P4
Shoot and edit footage for a moving image production which demonstrates effective
camerawork and mise en scène to convey intended purpose.
3 2C.M4
Shoot and edit footage for a moving image production which demonstrates creative
camerawork and mise en scène to convey intended purpose.
3 2C.D4
Prepare adequately to edit a moving image sequence. 9 2C.P6
Prepare competently to edit a moving image production. 9 2C.M5
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5. Use editing techniques adequately to edit a moving image sequence in a style appropriate
for the selected format and to a specified brief.
9 2C.P7
Use editing techniques competently to edit a moving image sequence in a style
appropriate for the selected format and to a specified brief.
9 2C.M6
Use editing techniques imaginatively to edit a moving image sequence in a style
appropriate for the selected format and to a specified brief.
9 2C.D4
Sources of
information
http://l2media15.blogspot.co.uk/
If you have not achieved the Level 2 criteria, your work will be assessed to determine if the following
Level 1 criteria have been met.
To achieve the criteria you must show that you are able to: Unit
Criterion
reference
Produce basic pre- production planning including minimal personal management skills. * 3 1C.3
Shoot and edit limited footage for a moving image. 3 1C.4
Make limited preparations for a moving image edit. 9 1C.6
Use basic editing techniques to edit a moving image sequence to a specified brief. 9 1C.7
Task 3 This section will be individual
Evidence you must
produce for this
task
1. Create a survey monkey and make use of Facebook, Instagram, Twitter and Flickr as a
tool for gathering feedback from your target audience
2. Leave feedback comments on your peer’s advert on their blog
3. Interview your client and post responses to your blog
4. Report or Presentation (emaze) on success of fulfilling Advertising Brief: Techniques,
Conventions, Appeal to Audience
Self-evaluation, summarising and justifying your conclusions on whether it was
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6. successful in fulfilling the brief/what changes and what impact they would have.
5. Report or Director’s Commentary on success of Technical Aspects: MES, Camera,
Editing
Self-evaluation, summarising and justifying your conclusions (as a video maker and
editor) on whether it was successful in fulfilling the brief/what changes and what
impact they would have.
Criteria covered by this task:
To achieve the criteria you must show that you are able to: Unit
Criterion
reference
Explain strengths of own complete, digital moving image production in relation to the
original brief and purpose.
3 2C.P5
Analyse the extent to which own complete digital moving image production has fulfilled
the brief and purpose
3 2C.M5
Evaluate choices made during the production of a digital moving image product, including
how they have enabled fulfilment of the brief and purpose.
3 2C.D5
Explain strengths of editing techniques in
own moving image edit, with reference to peer feedback.
9 2D.P8
Analyse strengths and areas for improvement
of editing techniques in own moving image edit, with reference to peer and self-
assessment.
9 2D.M7
Evaluate the use of editing techniques to convey meaning in own moving image edit,
with reference to peer and self- assessment.
9 2D.D5
Sources of
information
http://ctkmedial2unit19.blogspot.co.uk/
If you have not achieved the Level 2 criteria, your work will be assessed to determine if the following
Level 1 criteria have been met.
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7. To achieve the criteria you must show that you are able to: Unit
Criterion
reference
Summarise strengths of own digital moving image production. 3 1C.5
Summarise strengths of own moving image edit. 9 1D.8
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