Irn-Bru is Scotland's most popular soft drink and the third most popular in England. As a director of photography, one would be responsible for managing all camera-related aspects of film production including equipment, setups, techniques, and ensuring the visual style matches the director's vision. The role requires long hours, worldwide travel, and a portfolio of past work before being eligible for high-paying freelance positions earning between £50,000-300,000 annually.

1. Irn-Bru
LEAH ELLIS

2. Info-graphic Research:
Manage all aspects of filming- order, oversee equip. recces
(scout)/review footage.
Know all about cameras equip & techniques.
Organise camera set ups – head of dept. – read screenplays-
discuss w/ director for visual styles.
Work close w/ camera crew – operators, grips, assistants.
Sometimes operate cameras.
Work on promos + films.
Long hours – irregular. 12-14 hrs expected. Arrive early, leave
late. Evenings & weekends.
Work w/ gaffer (lighting), pro. Designer. Costume
designer, hair & makeup.
Test - lenses, filters, film stocks. – check fits w/
directors vision.
During shoots – discuss specials tech, blocking, etc.
Need good portfolio.
Work up through cam. Trainee/runner – 2nd AC – 1st
AC – then apply.
Up to £60,000 a production – mainly freelance.
Between £50,000 to £300,000 per annum.
Travel all round world.
Key to visual ideas.

3. Info-graphic Research:
Put your info-graphic research here. Use this space to collate information and write notes. If you prefer to write notes on
paper, then scan those notes and add them here.
Famous DPs –Rodger Deakins & Brandon Trost.
Also known as cinematographer.
~22% pros self employed
1. 22% self employed
2. World travel
3. Long hours
4. Directors vision – colours
5. Work up through industry
6. £££ 50,000 - 300,000 a year
7. Famous peeps
8. Check everything, buy and check locations.
9. Read screenplays and discuss w/ director
10. Organise everything

4. Info-graphic Bibliography:
Anon. (.). Director of Photography. Available:
https://creativeskillset.org/creative_industries/film/
job_roles/759_director_of_photography. Last
accessed 12th Sept 2017.
Anon. (.). Director of Photography.
Available:
https://nationalcareersservice.direct.gov
.uk/job-profiles/director-of-
photography. Last accessed 12th Sept
2017.
Anon. (). Cinematographer. Available:
https://www.allaboutcareers.com/careers/job-
profile/cinematographer. Last accessed 13th Sept
2017.
Anon. (.). The Role of the Director of
Photography. Available:
http://dreamsteep.com/writing/media-arts-
production/131-the-role-of-the-director-of-
photography.html. Last accessed 12th Sept
2017.
David Searls. (.). A Director of Photography's
Duties & Responsibilities During Film
Production. Available:
http://work.chron.com/director-
photographys-duties-responsibilities-during-
film-production-15918.html. Last accessed
13th Sept 2017.
Anon. (). Cinematographer Careers: Salary
Information & Job Description. Available:
http://learningpath.org/articles/Cinematographer_C
areer_Overview.html. Last accessed 13th Sept 2017.
Adam Chitwood. (25th Nov 2016). The 20 Most Exciting
Cinematographers Working Today. Available:
http://collider.com/best-cinematographers/#jody-lee-lipes. Last
accessed 15th Sept 2017.

5. Info-graphic:

6. Research:
Describe how you located, retrieved and stored information:
I located most of my information using the internet. I searched for each bit that I thought may be useful, using the
websites listed in my bibliography. I then copied anything that I found would be useful to my work and saved them on
this pro forma. Where it was sorted into which category it could be used for with screenshots and images to make sense
of my words.
I googled relevant search phrases to what I was after to ensure that I was able to get the information I needed in order
to complete the work.

7. Bibliography:
Anon. (.). All. Available: http://www.irn-bru.co.uk/all/xtra.
Last accessed 20th Sept 2017.
Sean Murphy. (18th Nov 2015). 12 of the Funniest Irn-Bru
Adverts. Available:
http://foodanddrink.scotsman.com/drink/12-of-the-
funniest-irn-bru-tv-adverts/. Last accessed 20th Sept .
Anon. (.). Irn-Bru. Available:
https://en.wikipedia.org/wiki/Irn-Bru. Last accessed 20th
Sept 2017.
Anon. (.). Irn-Bru. Available:
https://yougov.co.uk/opi/browse/Irn_Bru. Last accessed 20th
Sept 2017.
Anon. (.). Irn Bru. Available: http://www.agbarr.co.uk/our-
brands/irn-bru/. Last accessed 20th Sept 2017.
Lauren Thomas. (2017). Coca-Cola's earnings, sales top
Wall Street expectations with more healthy drinks on
tap. Available:
https://www.cnbc.com/2017/07/26/heres-everything-
you-need-to-know-about-coca-cola-earnings.html. Last
accessed 21st Sept 2017.
Tony Connelly. (2016). AG Barr reveals Irn-Bru Xtra as part
of its new marketing strategy following sugar
tax. Available:
http://www.thedrum.com/news/2016/07/24/ag-barr-
reveals-irn-bru-xtra-part-its-new-marketing-strategy-
following-sugar-tax. Last accessed 21 Sept 2017.

8. Client research:
Adverts – Always comedic – often including crude jokes.
Always has colour scheme – orange and blue.
Recurring tag line “Irn-Bru gets you through” at the end
of series of adverts.
“Made in Scotland from girders”
“It’s fizzy, it’s ginger, it’s phenomenal.” that bit is
repeated quite lot over various adverts.
Often a narrative of something shocking, drink a bit, all
fine until the next thing happens.
Very strong Scottish stereotypes underlying.
Quite a lot of Scottish slang throughout.
Very controversial adverts. Many
have been banned due to
complaints from the public.
“Even though I used to be a man”
“Scotland’s other national
drink” – referencing whiskey
to be the first.

9. Client research:
The brand likes to use advertisements in their brank colours – blue and orange, inserting those colours into them at
different points. One way they do it is with dressing characters in these colours as demonstrated below. Or using it to
decorate the background of the shot, as with the roller coaster in their “cheer up goth” video advert.
They also like to include cans of the drink during the advert. Having characters picking up and drinking them to “help
get through” the situation they are involved in.
Generally involving 1 or 2
cans of the drink in the
outro of the video along
with their tag line for the
time.
They use many crude and shocking scenarios to put across that Irn-Bru is as ”phenomenal” as other very rare
and unlikely things, such as streakers at a sports game getting the police to join them. They also twist it so it
seems as though it can help you through embarrassing events such as finding naked parents in the
Livingroom as you arrive home, so they can deal with it and laugh about all the shocking things.

10. Client research:
Soft drink. Branched out into
energy drinks for a short while.
Has “fiery” and “diet” varieties.
Number 1 soft drink in Scotland – it’s
founding country.
Number 3 in England.
Very big seller in Russia as it is similar to
a Soviet era drink. 3rd best selling soft
drink there.
Produced by AG Barr.
They have many other soft
drinks as well, including D’N’B,
Tizer, and Rockstar (energy
drinks, which could link to the
failure of Irn-Bru32, their energy
drink).
Originally called Iron Brew, but
due to complaints in 1946
because it wasn’t actually
brewed.

11. Client research:
Product placement:
There are a couple museums known to contain displays of Irn-Bru, in Scotland. These are the Museum of Scotland and the
Huntarian Museum.
There are also references to the drink in many songs that have been released.

12. Market research:
Irn-Bru is sold in the soft drinks market.
3rd highest selling soft drink in England - 1st in
Scotland.
Competing with Pepsi Co, who produces Pepsi
and Mountain Dew, and Coca Cola, who produce
things like Coke and Fanta.
Coca Cola have the sharing
marketing. Along with major
Christmas ads and their van that
travels the UK in the festive season.
Big with their colour red.
Pepsi is on their “refreshing” tag
line. Used celebrity Caitlyn Jenner
in a recent advertising campaign.
Colour blue.
Fanta have their little characters that
ae in a majority of their adverts.
Making it fun and explosive for
younger children.
Colour yellow.
Mountain Dew is about being able to
achieve stuff. Very hard on their tag
line, using a pun, to make it seem like
it is the main option if you have
something that you may want to do.
Colour green.
Pre-tax profits as of 31st January 2017 is reported
to be £43million on flat sales of £257 million.
For Irn-Bru
Coca Cola has a revenue of approximately $9.702
billion reported in one quarter.

13. Audience research:
Primarily young males – 25-39
Primarily central Scotland.
Working class mainly.
Highly correlated with Dominos
and Glens vodka. Many suggest
that this drink is good for
hangovers, and possibly as a
mixer with vodka, so this would
explain how closely related these
would be.

14. Audience research:
Through a survey conducted in class, I conclude that there were 9 males, 5 females, and 1 other - meaning I should be
marketing my work more towards males. These results line up well with my other results that I required, as they also
suggested a primarily male audience.
From these people there were 4 14-16 year olds, 10 17-19 year olds, and 1 20-24 year old – showing that my marketing
should be towards people of the age range of 17-19, although this does not line up with the results I got from other
sources suggesting that the main age range would be 25-39 year olds. So this suggests it is younger people who would be
interested in this drink, although not any specific young age.
When asked of their favourite soft drink there were equal results for cola and Fanta at 5 each, and equal for Irn-Bru and
those that don’t like soft drinks, at 2 each. This is a fair result as other results suggested that the main drink in England,
where the survey was taken, is Coca Cola, with Irn-Bru being a close second.

15. Audience research:
Further, when the people were questioned on whether they prefer sugar free versions or not, only 4 people suggested
they do, leaving 11 to say that they did not prefer sugar free. This leads me to the fact that I do not need to market any
sugar free versions a lot more than the original.
With these surveyees, 10 of them confirmed that they had in fact tried Irn-Bru in the past, with 5 confirming that they
had never. No one suggested that they may have tried the drink and just not been sure, which helps with the fact that the
drink in question has a very unique taste. This lines up well with other research suggesting that it was not the number 1
drink in England, where the survey was conducted.
14 of those surveyed had seen an advertisement for Irn-Bru at some point in the past, 1 of them had never. – This shows
that the current marketing strategies are quite effective and they must use a lot of different formats to get out there to
extend to everyone.

16. Audience research:
9 had seen an ad on TV, with 6 seeing them on social media. Leaving no one to see any on bus stops or busses/lorries. –
this means that it would be more important to have my adverts on TV and some on social media.
People were finally asked which media they see most often. This lead to vast majority of 14 people selecting social media
as their most viewed type. And 1 person selecting radio as their most viewed form of media. Leading no one to select
posters or TV as their leading form. – This suggests that people mostly view social media and therefore, it would be most
valuable to have advertisements on those platforms.

17. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

18. Idea Generation:

19. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

20. Idea Generation:
Use this space to record your idea generation. Whatever method(s) you use, get it all together here. Remember you are
making three different but linked products.

21. Individual Idea:
Write down and overview of your idea here. What is your is that you want to take to the rest of the group?
You can also add some visual elements to help explain your idea.

22. Group Idea:
Put your groups idea here. Agree on what you are doing. You need to work to this concept from here on.

23. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.

24. Planning Docs (Advergame):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.

25. Planning Docs (Print Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.

26. Finished Stuff:
Finished pieces to be displayed on your blog.