The creative brief is for a 1-minute promotional video for the London School of Makeup. The objectives are to promote the school, educate people on makeup styles of the past and present, and help the school gain more students through increased social media popularity. The target audience is women and men ages 18-35 who have interests in fashion, beauty, and pursuing further education. Inspiration comes from iconic makeup styles of the early 1900s. The video will have a bright, saturated look to catch viewers' attention on social media and feature the school's logo throughout. It will be distributed on Instagram, the school's website, and other platforms.

1. CREATIVE
BRIEF
Project Name – Zigzag Brief 1
Client company-London School of Makeup

2. 1. OVERVIEW
We chose to create videos for London School of Makeup because we all have a interest in makeup and due to the
target audience being a specific target audience we know what young women look at. Some members of the group
have done videos for other clients which are smaller and not as well known. In addition, we wanted to educate young
women on the life they will have here and what is on offer.
6. TONE
The tone for this video is serious because the school will want to show how they can appeal to a certain aspect of
people and get the intake they want. We wanted to promote to school the best we could by showing what is on offer
and what can be achieved.
5. MESSAGE
The message of this video is to educate potential students of what can be achieved if they come here and that they will
be able to carry out any makeup style that is possible. Also, educate the students in the makeup history by showing
what has been created.
The images that will be on the screen will be bright and saturated in order to catch people who are scrolling Instagram.
The aim is create a warm and inviting feel through the videos colour palette. The video will be a montage because it
allows us to show as much as possible in the 1 minute. The logo of the school will in the corner throughout. At the end
there will be a link to the schools website and in the bio.
VIDEO PRODUCTION CREATIVE BRIEF
2. OBJECTIVES
TANGIBLE GOAL #1
Promote the London School of Music and for people
to research the school to gain a wider knowledge of
it.
TANGIBLE GOAL #2
Educate people in the various styles of makeup that
have been and gone.
TANGIBLE GOAL #3
Let the school gain popularity on social media so
they gain students.
4. COMPETITION
London School of Music is competing with other similar schools. Consist of London Makeup School and London
Academy of Freelance Makeup. This is the competition LSOM is against. By trying to create a big social media
presence they will be able to get themselves noticed.
7. VISUALS
The images and makeup styles that inspired
our idea was the 1900’s which is seen in the
pictures on the right. A huge icon that
inspired us the most was Marylyn Monroe
because she was such a big icon not just for
modelling but for makeup styles.
3. TARGET AUDIENCE
The marketing campaign will target ages 18-35, the videos will be easy on
the eye with a large emphasis on the colour scheme as it is a make-up and
fashion school. Mainly women but also targets men. Large part of our
target audience will be younger women wanting to apply for further
education. They have interests in hair, fashion and beauty, keeping up to
date with new trends by reading fashion magazines for example. Their
lifestyle is that they are students as they need to have time to attend these
courses. They will be middle-class due to the expense of the courses and
live near London and come from wealthy backgrounds. Spend a lot of time
on social media watching make-up tutorials. They will have large social
groups so that they influence each other and drink in high end bars. Their
motivations are keeping up to date with fashion trends and products. They
will be open minded as the advert is wide range and explores various
fashion trends.

3. 10. DATES & DEADLINES
PRE-PRODUCTION
❖ Roughly 2 weeks.
PRODUCTION
❖ Roughly 4-5 weeks.
POST-PRODUCTION
❖ Roughly 2 weeks.
DISTRIBUTION
❖ Placed on Instagram and the schools
website.
11. STRAY OBSERVATIONS
The equipment needed is a Canon C100 x2, 2 Tripods, a Sound Kit, a Boom Mic and a Tracking Dolly.
The Budget and Dates and Deadlines are a rough idea so this would be changed when meeting the client based on
availability and money availability. This video will be distributed through social media platforms especially Instagram,
but then converted for Facebook, Twitter and YouTube.
8. SCHEDULING
Gather information based on the target audience and the client. The storyboard ideas and script writing. The finalise the
script. Followed by location scouting. Create a shot list and gain filming equipment and makeup products. Get makeup
artists from LSOM. The filming will take place over a couple of weeks making sure there is enough content for the
video. Then carry out editing which will take just over a week. The screen the product to the client and upload to social
media.
9. BUDGET
Low budget. Only two actresses/actors who has the makeup
on. A few LSOM students who will do the makeup. Would
only need to feature a green screen back drop. We wouldn't
have to worry about filming in any awkward locations/public
places.
Will roughly cost about £100. Due to food allowances for the
actors/actresses and the students doing the makeup. The
equipment would be borrowed from York St John University.
The location would be scouted when the idea has been
agreed by the client.
VIDEO PRODUCTION CREATIVE BRIEF