The document provides an evaluation of a print ad for the brand Vesi. Key points: - The model, a young woman, reflects the target demographic and promotes inclusion. - The setting and clothing were chosen to represent the brand's colors and target age range. - The product is prominently featured to make a lasting impression on viewers. - Graphics were included to allow viewers to easily find the brand on social media. - The overall design aims to appeal to a younger demographic as specified in the brief.

1. LO3

2. PRINT AD EVALUATION

4. When evaluating my print Ad, I considered the brief’s requirements especially with the briefed target demographic, when
casting the model; working with and shooting a young (reflecting the briefed age of the target audience) women (ensuring
that there is a wide range of positive and inclusive representation that will allow a more mass audience to be able to relate
and feel reflected within the campaign) having her dressed in a navy hoodie and black shorts (navy not only being a more
suitable colour as it fits the Brand’s now established house colours but also stereotypically reflecting a common clothing
choice in the target age range the campaign is aiming to reach) posed with her hands placed on her hips, (the pose reflects
an assertive, confident and aspired effect the product has on its buyers, with Vesi, anything is possible), looking out from a
cliff (symbolic of this escapist and impossible locations line of appeal that will sell the product as a heaven sent product)
onto the lake (reflective of the Finnish lakes the product was developed from- naturalistic imagery again another escape
from the urban settings the print will be displayed within all again pertaining to the brief )
In the foreground, stood up on a mound of grass, a bottle of Vesi (the use of framing to allow the product to take up quite
some room of the print- allowing audiences with photographic memories to first remember what is being sold before its
distinct visual selling point- more so lets the product feel ‘larger than life’, being embedded within the grass embolic of the
brands naturalistic USP, the product connecting buyers back to nature; again reflective of the drinks place of origin; lakes
of Finland ). In the top left corner, the silhouettes of a flock of whooper swan can be seen gliding in the distance, again
ensuring that there is a running correlation between all three ads with the ‘mascot’ of the whooper swan.
I wanted to further use graphics of social media platforms more so to allow viewers to easily find additional media through
recognisable iconography alongside the brands @, all graphics in a simplistic white that is in keeping with the slick design
(again stereotypically appealing to a much younger demographic) I more so included within regards to text for The
additional info looks at sharing benefits towards product consumption ‘Vesi contains all natural electrolytes for that cool,
refreshing taste!’ informing viewers that are engaged of the scientific aspects that sets the brand apart (in keeping again to
requirements set in the brief) ending on an exclamation to again further exaggerate the statement. The additional
information continues to link towards websites and social platforms audiences can reach Vesi on ‘to find out more-’ allows
for more audience interaction and again showcases the brands consideration for its buyers.
The overall use of colour and location complementing the summer release more so, with vibrant and bright colours and
greenery that will encourage target audiences to go out more, Vesi being able to take them anywhere.

5. VISUAL AND AUDIO AD EVALUATION

6. Shot #1: LS of a group of young adults hanging out at a cosy
lake house dock/ SFX:(diegetic) splashing of water, birds
tweeting, laughter (non-diegetic) sampled song: Freedom
by Jurassic 5 (faint)/ Transition: straight cut (in/out)
Shot #2: MCU of our main subject looking out onto the lake
*unfulfilled* whilst others begin pushing each other and
jumping into the lake / SFX:(diegetic) splashing of water,
laughter/ shrieks (non-diegetic) sampled song: Freedom by
Jurassic 5 (faint)/ Transition: straight cut (in/out)
Shot #3: MCU of subject reaching for a fresh bottle of Vesi
from the groups cool box / SFX:(diegetic) splashing of
water, birds tweeting, laughter (non-diegetic) exaggerated
ice cubes shuffling, sampled song: Freedom by Jurassic 5
(faint)/ Transition: straight cut (in/out)
Shot #4: CU on subject intensely drinking from the bottle /
SFX:(diegetic) splashing of water, birds tweeting, laughter
(non-diegetic) exaggerated glugging, sampled song:
Freedom by Jurassic 5 (faint)/ Transition: straight cut
(in/out)
Shot #5: MCU on subject looking content down at the
empty bottle, a friend creeping up on him to push him into
the lake / SFX:(diegetic) dialogue: Main subject “woah-“as
pushed, splashing of water, birds tweeting, laughter (non-
diegetic) sampled song: Freedom by Jurassic 5 (faint) /
Transition: straight cut (in/out)
Shot #6: CU on bottle bouncing off and then landing (rather
than floating) onto the lakes surface/ SFX:(diegetic)
splashing of water, birds tweeting, (non-diegetic) record
scratch/ Transition: straight cut (in/out)

7. Shot #7: MLS on subject sat having landed on the lakes
surface, his friends floating beneath *all in shock* /
SFX:(diegetic), birds tweeting, subtle waves rolling /
Transition: straight cut (in/out)
Shot #8: ECU on subject lifting himself up to his feet /
SFX:(non- diegetic) Freedom by Jurassic 5 fading into full
volume / Transition: straight cut (in/out)
Shot #9: MLS subject running across the lakes surface, his
friends swimming alongside him *all smiling* /
SFX:(diegetic), slight laughter from all (non-diegetic)
Freedom by Jurassic 5 (full volume) / Transition: straight cut
(in/out)
Shot #10: CU on subject grinning ecstatically / SFX:(non-
diegetic) / Freedom by Jurassic 5 (full volume)/ Transition:
straight cut (in/out)
Shot #11: CU on subject’s feet lifting of the water/ SFX:
(non-diegetic) Freedom by Jurassic 5 slowing down (full
volume)/ transition: straight cut (in/out)/ Edit in post:
(slow-motion)
Shot #12: MLS on whooper swan (posing as our subject)
emerging from the water/ SFX: (diegetic) water crashing,
birds tweeting / transition: straight cut (in/out)/ Edit in
post: (slow-motion)

8. Shot #13: LS on a flock of whooper swans flying off towards a golden
sunset SFX:(non-diegetic) wings flapping, sampled song: Freedom by
Jurassic 5 (full volume to a slow fade out), V.O; women’s voice “Vesi.
Spread your wings / Transition: straight cut (in/out)/ Editing in post:
swans in shot, graphic fading in (Vesi’s logo) text (white bold font)
fading in (tagline; spread your wings.)
when evaluating how well my storyboard meets the brief, I believe I successfully
used elements of the required points stated in the brief to successfully develop
the audio/visual ad; by following a group of young adults, I'm again reflecting and
enticing through said reflection the target demographic, having it made up of both
men and women of ranging cultural backgrounds (to ensure there was a clear and
positive diverse representation) and setting it in a naturalistic location e.g. they
are playfully hanging out on and around a small wooden dock above a wide lake
(showcasing Finland’s secluded woodlands to further represent the country and
brands naturalistic charm) and overall using dreamlike and fantasy lines of appeal
to creatively communicate the brands health benefits; having the subject who
drinks the product sitting on top of the lakes surface: the product defying reality
and showing remarkable and impossible effects embellishing the idea that Vesi
can aid in giving buyers complete and utter control of the world around them- his
friends following him reflecting qualities of leadership and excitement that is
brought with the drink. Using whooper swans again to reflect the brands ethos
further exaggerated by a cascade of water splashing over said swans in the shots
that they occur in to emphasize the power of the product, ending the ad of a long
shot of the flock flying across a vast plane of water (extending on the already wide
lake to further install ideas of the product widening your horizons), into the sunset
once again implementing running themes to not only reflect the home of Vesi but
to help distinguish the campaign from competitors.
The use of music too helping attracting (stereotypically) a younger target audience
with the us of Jurassic 5’s Freedom that has a modern lo-fi hip hop type of beat
that can be marketed toward a younger demographic (requested in the brief).

9. AUDIO AD EVALUATION

11. When evaluating the audio Ad, I feel confident I saying I reflected requirements set in the brief to
a successful and effective standard, by reflecting the ideas of health and escapism that the drink
offers. The ad opens, a backing of 93 ‘til infinity-LP Instrumental (a hip and energy driven
instrumental that not only fits Vesi’s ethos but more so helps appeal to a younger demographic-
stereotypically more involved with hip-hop/ rap music) with a busy beach (in keeping with the
summer release briefed by the client), the setting conveying the overwhelming side of summer
at the beachside via loud and irritating sound cues- children crying, shouting adults, screaming
seagulls to sell the environment as an exhausting experience that listeners have been forced into,
having a smooth transition from a baby coughing into the lid opening, all sounds dissipate (
helping to transport the drinker into a completely different world of serenity).
the narrator being a mature woman ( again follows what was prescribed in the brief as it helps
stay inclusive and ensures a more diverse representation) formally trying to empathize with
viewers (use of language should be friendly but formal to keep a level of professionalism as well
as showcase the brands aim to help people).
The ad ends on a sign off from the narrator ‘Vesi, do summer your way’. (When recording there
will be an emphasis on ‘your’ to really call buyers to action and again showcase the drinks
audience consideration- this product was made just for the buyer