Specification for videos

I have spoken to the client Linda from Fizzy drinks Inc and have found out
the client requirements which are:

Explain scenario
Work for fizzy drink Inc
Client decision final
Work for fizzy drink Inc
Produce advert for new energy drink
Ad between 30 and 60 seconds long nearer to 30 seconds
Mind map name for drink
Design ideas for logo/label
Research competitors
Identify essential items that need to be on label
Identify a secret ingredient/buzz word e.g. red bull gives you wings
Target audience
Design suitable logo and can label.
Film and edit footage 1 minuet max video/advert
Limit amount of raw video
Decide what camera to use
Use build and transition effects in premiere
Can use after effects
Convert to suitable format
Show at festival
Later date milestone reviews and client meeting

I wrote these out in bullet point as I didnt have time to write out full
sentences.
Website advertisement
The client wants a video advert, the requirements say the video must be
between 30 and 60 seconds long, because of this I will try and get the
video as close to 30 seconds as possible without missing out any
information.

Drink name
I have created a brainstorm of all the different
names I could think of, from there I picked one out, I chose the name that
appealed to the target audience most and the one that was the most
memorable. I chose the name rush for my energy drink and the slogan will
be a rush of energy.

Can design
In the client requirements I have to create a label for the can, in this label
I will have to make sure that everything follows the same theme/style, I
will also make a simple label, the logo, strapline and nutritional
information only on the can. The can has to include a lot of different
elements including:

Logo
Company details eg Aldi, address, contact details
Name of drink
Text ingredients / what the drink is eg Carbonated mixed flavour
energy drink with added Taurine, Caffeine and Vitamins
Use by date/best before date
Storage details
Exclusions allergies, mums to be etc.
Warnings eg High Caffeine Content
Recycle logo
Aluminium logo
Barcode
Product code
Liquid amount + e

 Calorie details
Serving details serve chilled
Web or email details
Buzz line = eg Red Bull gives you wings
CAN DETAILS - Possible details
Competition
Magic ingredient

Price

Brainstorm name
When brainstorming name ideas for the energy drink I opened a Wikipedia
page with all of the energy drink names on, every time I thought of a
name, I looked through the list and added any that werent on the list. In
the end I used google to search the names individually to see if Wikipedia
had missed out any names by accident. I chose the name Rush in the end
as it is short and memorable.

Standard expectations
I have researched what is normally on cans, for example company logo,
drink name, nutritional value, recycle logo etc. I have also found out which
of these are expected on cans and which ones I will use. Normal cans
include elements such as barcodes, price tags, best before dates,
nutritional value information
on ingredients etc.

Standard logo expectations

I have researched different logos and seen what key features they all
have, most of them are bright and eye catching, I will try and add some
colour to my product, I will have to use colours that suit the style/theme of
the drink. Most logos are bright and colourful and eye catching, so I am
going to try and use some colour to make my logo stand out. The logo is

normally the biggest thing on the can and the thing you spot first, this is
so people will recognise the brand/logo and buy it.

Slogan
I have to create a slogan/strapline for the drink, an example of the slogan
is Red bull, Red bull gives you wings. Because the drink will be called
Rush, I am going to make the strapline a rush of energy as it includes the
products name and it informs people that it is an energy drink.

Storyboard
Before I created my logo I went online and found some ideas that I could
use in my logo, from there I decided to create a bubble writing logo with
the drink name Rush, I also decided to make the R different from the
rest of the other letters, I wont have much colour on the logo but I will try
to put as much as I can on it.

Target audience
Before starting to design the logo, label strapline and other items I
decided on my target audience, this is because I needed an audience to
sell to, this way I can Tayler the new energy drink around the audience;
the best way to do this is to conduct surveys to find out certain
information so that you can style your drink better and better
price/budget the advertisement based off of potential income.
Legal and ethical
While making the advert I will need to keep a note of the sources I use
online and tell the client all the work that is mine and the work I got online
as it would be illegal to tell the client I did all the work if I copied 10
images and some text off the internet. I will also have to make sure that I
havent used any copied material in case of copy rights, I can use under
30 seconds of a song so it is royalty free.
Consider on screen text/music/voiceovers
In this advert I will use music in the background, I dont think I will use any
voiceovers and I will use text at the end to give additional information.
There will be around 15-18 seconds of music, therefore it is royalty free
and wont be violating any copy right laws.
Target audience
The target audience I have chosen to aim the drink at is 16-25 year olds, I
am not sure what my video will have include but the energy drink would
be unsuitable for under 15s due to the high caffeine content. In the advert
there will be game ply of a game with the same target audience, this is
supposed to make people watch the advert, it also shows someone who is
terrible at the game changing into someone who is great at the game
because they drank the energy drink.
Advert
Game play of game aimed at same target audience. At start cant play,
drinks energy drink, can play game then end on additional information
and image of can. The only problem with this idea is the screen as it gives
out light, I will have to use a well light room to get good results because if

I use a poorly light room there will be glare from the monitor and it wont
look good, when its a well light room the glare will be non/low or barely
visible. I have chosen to make the advert an mp4 format, this is accepted
in most tv channels and websites, this is better than using a less accepted
format as it wont be shown as much and less people will be able to see
the advert and know about the drink.
Storyboards
I will draw out some dope sheets, this is like a story board, I will use these
to create a few different advert ideas, from there I will ask people which
they think is better, will then chose the most popular and create it digitally
using software like Photoshop, Adobe and premiere. The dope sheets will
include things like what is going to be on screen, what text and what
music/audio will be playing. I have drawn and scanned in my dope sheets,
these are illustrated and show what is happening throughout the advert,
the dope sheets also have information on them like camera angles,
camera movement, time per scene, what is happening per scene etc.

Technical consideration

Platform and file format

The client wants a short (between 30-60-second-long) clip/video, therefore
I will film a lot of footage, render it down, crop out the bad/ unimportant
parts and edit it to make a 30 second advert. To make sure that it is
compatible with both tv and websites, I will use mp4 format as it is
one of the most popular and is the most widely used in TV and
website. Due to the content (game on screen) there will be an age
rating/warning at the start of the advert.
I havent been given a file format to use specifically in this project, I could
use a number of different formats such as: SWF, MPG, MPG4, FLV or mp4.
MP3 is audio only therefore I wouldnt get video as well as sound, so this
format would be useless, I have chosen to use mp4 format as it is widely
used and would be compatible with both TV and internet. If I used a
different file format there is no guarantee that it is as widely accepted, if it

isnt the advert wont be played on as many tv channels or web pages,

this means less people will be able to access/watch it meaning the
audience is lower and the drink will get less sales because less people
know about it.
File size
I wont be able to give an exact file size, the advert will be quite large as
this will be a HD video with around 30 fps, it will hopefully have HD/good
quality sound as well, however the video is only around 30 seconds,
therefore at most the advert will be under 1GB. It will be something like
200/350 MB, but if the advert is 60 seconds long this data estimate will
double to 400/700 MBs. The amount of editing will also effect the data size
as a HD heavily edited video will be a much bigger file than a minimal
edited video as there are less things in the video meaning less data.
However, with lossless compression I might be able to lower the file size
without getting rid of data, I wont compress the file normally because this
takes away detail and will turn the HD footage into pixelated SD, if I were
to compress it I may as well have used my phone camera and not
borrowed a HD camera to film.
Compression
Even though the video could be up to 1 GB I will try and compress it as
little as possible or not at all if possible as I would rather have the quality
stay high than turn it to SD to save a tiny amount of data. By compressing
the video, it will get rid of the smaller details in the images and sound so
that it will reduce the amount of data, however unless you compress the
file a lot compression wont make much difference in file size, other than
quality. A high compressed video would be reduced in data a lot but
become very pixelated and the sound would become low quality,
therefore it is not worth giving up HD video and good quality audio just to
save a small amount of data.
Although, lossless compression is a compression method that saves data
but doesnt delete small details to save data, if I can use this method of
compression I will compress it down as much as I can without effecting
with quality, as soon as it effects the quality I will stop compressing as I
dont want to lose any of the quality.
I might use normal compression as well as lossy compression if after lossy
compressing the file it is over 1GBB, anything lower than that and I wont,
but if its over a GB I will need to get it back down to MB, even if its 1020
MB.
Streaming method
The advert is going to be an mp4 format which is capable of being
streamed via TV and the internet, meaning it will be able to go on TV and
websites, if it wasnt compatible the website/TV station wouldnt be able

to air it and just refuse, if this happens I will be able to go into movie
maker and change the format to a more suited one. If I used a different
file type it might not be as accepted and only reach a limited audience
causing the product not to sell as well as it doesnt reach a big an
audience. However, I could find a different format that is more widely
accepted (by everyone) then I will make the video that format so that
when it is aired, it could be aired on practically every channel, meaning a
wider coverage and a bigger audience. The only downside to advertising
on multiple channels is that it costs a lot, this is why instead of having a
minuet long advert I will only have a 30 second advert as this is the
shortest the advert can be because the client told me so. I did this
because on bigger/more popular TV channels you have to pay per second,
therefore a smaller advert is cheaper.
Streaming this advert might buffer mobiles/tablets/older laptops and
consoles, this is because it is going to have a large file size and is going to
need a large bandwidth and decent/up to date CPU to run, if I can use
lossless compression I will but I wont lower the quality to save data

Media player
The advert will be a mp4 format which is an accepted format for most/all
media players, meaning it will be able to air on lots of different stations
meaning there will be more coverage for the advert and more people
would be able to view it. As well as stations, online mp4 is widely
accepted so the ad will be able to spread easily and websites like Google
video, YouTube, Twitter, Facebook and Yahoo video will accept mp4. If I
chose a less accepted file format it would reach as many people and sales
wouldnt do as well because there would be less potential customers as
they wont have seen the advert. After a couple of weeks, the advert
might get shortened like most other adverts, this is to save costs, the
advert will become shorter but with the same facts.

Legal and ethical

Legal copyright
The copy right law was passed in 1988, this was created/made so that
other people couldnt copy someone elses work and use it as their own.
This was made to stop people stealing work, whoever makes the work, for
example a band making a new album have it copy righted so that people
cant take the album and use it elsewhere as their own work. In the UK all
work is automatically copy righted, meaning people dont have to file for a
copy right, in other countries, they will have to get a copy right or patent
on their work, for example from the patent office, or you could go online
and file one, this is an example website:
https://www.gov.uk/government/organisations/intellectual-property-office.
By using an exact copy of someone elses work it will be breaking the
copy right laws (and the law) meaning you could be prosecuted, taken to
court, fined or worse, this can all be avoided by not stealing other peoples
work. The only way you can use other peoples work is if you ask
permission from the owner of the work or agree to pay them royalties, this
is common for people buying the rights to use certain music tracks. After I
create the advert I would have to copy right/patent it before it aired so
that no one else could steal/copy it, by taking out a copy right/patent I will
be able to protect the advert and make sure no one is stealing/coping the
advert and presenting it as their own work.

Legal Liable
Liable means to say or write something that isnt true to damage
someone elses reputation, an example of this is someone blogging or
posting a statement taking about someone else trying to insult them, this
is liable because it will damage the other persons reputation. Libel
exposes people to public hatred, damage to his/her business/profession
and can cause the person to be ridiculed. Liable will help with the advert
as it prevents people from posting/writing false statements about the
drink/company, meaning one of the bigger energy drink brands wont be
able to post false accusations against Fizzy drink Inc as it is illegal.

Legal ASA
ASA or authorising standard authority monitor media channels to see if
anyone is breaking copy right laws, this website has a lot of information
on the ASA: http://www.swimming.org/asa/clubs-and-members/legalinformation/. On this website it talks about legal information, this website
was made to keep everyone informed with current laws and regulations of
the ASA, this includes publishing and ASAs jurisdiction. Everyone has to
keep up to date with the copy right laws or they could be sued as legal
business could suddenly be changed to be illegal, without keeping up to
date the business wont know the changes to the copy right laws.

Ethical Confidentiality
Confidentiality is all about keeping information away from the public, a
great example of this is at a doctors where there is patient confidentiality,
this can only be broken when the patient is a risk to someone elses
wellbeing, apart from that no one else can know. Basically, confidentiality
is a set of rules that stop certain people getting hold on certain
information just like patient confidentiality.

Ethical privacy
Privacy is very similar to confidentiality, it is keeping information away
from certain people, information like identity etc. The definition of privacy
differs in different countries though, but they all share the common parts
of privacy, theorist Edwin Lawrance Godkin said nothing is better worthy
of legal protection than private life, or, in other words, the right of every
man to keep his affairs to himself, and to decide for himself to what extent
they shall be the subject of public observation and discussion. Meaning
that people should be able to keep their personal life to themselves.

Ethical decency
The minimal decency is a requirement according to the philosophy of
Immanuel Kant, it is basically about the minimum amount of
kindness/decency people should show, for example in a business/company
not allowed to pay under the minimum wage, have to have
confidentiality, not allowed to post liable about staff etc.

Ethical representation
Mainly used in film/game/multimedia, an age rating is an example of this
(12, 15+, 16+ 18+ etc.) These are put in place to stop younger people

accessing inappropriate content, this is because some violent games and

films have had bad press/reputation on them because of a few incidents
(especially around America) where a child has killed their family after
playing a violent video game, therefore there are restrictions in place now
to stop young children accessing content that is deemed inappropriate for
them, however they can always get someone older to buy it for them, this
is the only loop hole in this law.

Ethical race
In modern society, no one is discriminated for their race, unfortunately
there are people that do not think like this, to stop racist people
discriminating others based on their race there is a law in place ethical
race law. An example of this is applying for a job, two people off different
races, and the one with less qualifications gets the job because he/she is a
different race to the other applicant.

Ethical gender
Same as Ethical race, to stop people from being discriminated based on
their gender this law is here to stop that, the same example applies to this
topic, if two people are interviewed but one of them is picked based on
their gender and not work/CV it is discrimination.

Ethical religion
This law is in place to stop people from being discriminated against their
religion, an example of this is partly to do with liable as well, it would be
breaking both ethical and liable laws to post/blog negatively about
someone because of their religious beliefs.

Ethical sexuality
Just like gender, race and religion people used to be discriminated against
for their sexuality, this law stops that, with most of my examples so far, it
is unethical and breaking the law to not employ someone based on their
sexuality.