(P2) Creating a Audio Visual Promotion

Brief:
Our brief for this post is to create an audio-visual campaign on a chosen product that we have chosen ourselves. We are going to make a short advertisement video about our product, which is Fender.

I am making this audio visual campaign with Calla and Abi, and we are working on the style and theme together to make it as realistic as possible to the Fender brand name. We are working together on these post with things such as filming the video, and finding reference videos to base our techniques from.

Mind Map:
Mind Map


We have used the pre-production format of a mind map to generate some base ideas for our audio-visual promo. This means that we can group ideas and gain a certain style that we will use for the video, as well as showing how target audience links to this style.

Mood Board:

Here I have created a mood board to achieve the style we have selected for our promo. The style presented here responds to both brand ideas, and target audience.

Concept/Ideas:
We looked for ideas for our promo as a group, and found a specific promotion video from Gear4Music for the Gibson Les Paul Studio. This advertisement contains many shots and sounds that would be perfect for our video, and we will use this to influence our own advertisements feel and style.
The advertisement is shot in a studio, which is completely black, and has soft key white lighting on the guitar and the player, whilst changing shots between the playing of the guitar, and shots of the guitar by its self to show off how it looks.
Shots like this will be used in our advert quite a lot, as they show the guitar in great quality, whilst also maintaining focus on the product and it's features. This is also visually pleasing, which is exactly how we want our advertisement to look. 
This is another shot that we would want to interpret into our own video. The feel of this shot is very natural, as it shows a down the neck shot of the guitar whilst somebody is playing it. This is also very good at showcasing the product its self, as people can see how it works very well, and sounds even better.


Synopsis:
The basis of my Audio Visual Promo is Fender. Fender is a brand that creates guitars and the equipment needed to go with the guitars such as cables and amplifiers. The advertisement will be shot in a very natural, but dark style. For example, a pub stage with very warm lighting and wood surfaces, with a dark background. I have chosen this style as it encapsulates Fender as a brand, as they are the 'clean' guitar brand that use the best materials, the best woods and the different tones of wood on different guitars.
The preferred gain from this advertisement would be a boost in sales, which is obvious through the genre of the advertisement. This means that the advertisement should show why people should by the product, and make these reasons very specific and beneficial for the audience. There should also be a call to action at the start, end, or throughout the advertisement so that the audience have somewhere to progress to buying a product after they have seen the advertisement. This can be as simple as a logo, or a website link that people can type into their browser easily.

Medium:
The Medium of our audio-visual promotion will be as a YouTube advertisement, or an advertisement that is suitable for any streaming platform. This means that the advertisement should be short and have a clear message. This also means that there can be more information presented through a video format, and the viewer can see samples of real footage of products, which is more likely to urge them to buy a product from statistics.

Style:
The advertisement will be shot with a lot of depth of field, and an overall low aperture setting, so it becomes obvious what the subject of the video is about. This also makes stylistic shots such as down the neck of the guitar, whilst changing focus from the head to the fretboard. This creates the Fender style through the advertisement, as it embodies class and style together which is exactly what the brand achieves in its products. The guitars should be the sole subject of the advertisement, so many of the shots will revolve around the guitar completely.
The lighting used in this video will also be very warm, soft key lighting. For example, the lighting will be bright and warm, and will be backed by a contrastingly dark background. This creates the natural stylistic feel that Fender creates with their products. This also again focuses the subject of the video very obviously on the product, which prevents viewers from being potentially distracted by anything else in the advert, and therefore gains their full attention with the product.
The sound in the video will also follow a similar theme, it will contain music that is soft to the ears but also represents the tonal capacity of Fender guitars. The music may be recognisable and true to brand, for example, using artists such as Red Hot Chili Peppers, and Arctic Monkeys. These artists both use Fender products very prominently, and are extremely popular amongst the target audience of the brand, so their music would work very nicely.

Timings:
The running time of the advertisement will be less than a minute, and will aim more towards the 30 second mark. This should be shorter as it will suit the format of the promo more. It may also be worth trying an even shorter promotion, such as 15 seconds as it can be published as an un-skippable advertisement so that it is completely certain that the viewer will see the entire advertisement. This also means that the information in the advertisement can be short and snappy, which is more likely to be remembered by the viewer. This also means that call to action can be very visible at the end of the advertisement, which may not be seen if people can skip the video, which means it is more likely to have an immediate effect on the viewer.
We searched as a group to find information about how long advertisements should be for YouTube videos, and found that un-skippable ads can reach up to 20 seconds.

Genre/Target Audience:
The genre of the advertisement is to present a clear benefit, for example, throughout the advertisement there will be a focus on the features of the product, rather than the lifestyle from the product. This means that the product is more likely to sell for the reason intended, as Fender tend to have the best mechanical components for guitars, and have the greatest tonal selection for cleaner music, which is reflected with artist's use of Fender products. The target audience focus of Fender is majority males, between the ages of 20-45. This means that the video is very open to interpretation stylistically, as it can offer to a large group of people, however, our video will follow the main theme of Fender products which is being classy and good quality. 

Psychometrics

Working With:
We are working with a local company called S.Media to create our target audience brief. This means we can create the ideal customer for us, and then sue that information to promote the product, and to compare to the viewers of the advertisement to make sure it is reaching to correct audience.
We have created an audience profile of our perfect target customer using S.Media's customer template. this is useful to use at it creates a basis of where to start the advertisement from, and who to target based from this audience profile. this also means we can establish a relationship with the chosen target audience, as we begin to find understanding of their interests.







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