M2

M2 Justification

The choices I made for my video ad storyboard took inspiration from other canned drinks ads – I considered several camera angles and transitions to include.

Compared to the final product, I made several changes to meet the deadline on time: Instead of including an animation at all, I created a mascot / icon to represent the brand. As well as this, I replaced scene 6 with an animated transition showcasing and promoting another flavour of the drink.

 

I created a concept for the print ad, but instead of using this idea in the print ad, I used it in the beginning of the video ad. I had completely changed the concept of the print and web ad, so there are no concepts and sketches.

Using this concept, I created several shots on camera of the can in an open environment to use in the video ad to showcase the can. I used a range of camera angles and shots for variation and to use to increase the length of the video ad.

As for the message, the video ad has a pause near the start of the ad to suggest a lack of motivation because things stay the same and never change: the video ad then starts again but sounding more upbeat and motivated. The message here suggests that change can be a good thing and all consumers need is motivation and a push into the right direction.

In terms of social grade, the theme of my advertisements would appeal most to people in C2 and below. in comparison to a high end drink brand such as VOSS water, my brand differentiates in terms of target audience, as VOSS water comes across as a more expensive and sophisticated brand. VOSS water's target audience is most likely to be people that fall into the social grades C1 to A, due to its branding and the way it has been advertised. My campaign in comparison, targets a lower social grade because the client brief requires the brand to appeal to a younger target audience and less professional kinds of people.

The audio I used for my video advertisement was directly downloaded from a royalty free playlist found on YouTube. The song I used is called Above All by HOME. The song is completely copyright free and included a free download in the description. I chose this song based on the vaporwave/ synthwave genre, as I wanted my video advertisement to have a VHS and glitchy aesthetic. I edited the audio myself o make it fit the ad - I included and audio cut and sound effects, such as a pause sound effect (the audio is quickly slowed until it stops to sound like a record player), and an effect to make it sound like a VHS tape has been taken out and put inside the player again. The audio then starts again, sounding more upbeat and slightly faster than before.