D2 - Justify the process you have taken against your original plan

 

                        D2- Justify the process you have taken against your original plan

I have included screenshots from my completed advertisement for the Powerbeats Pro earphones. I created a storyboard and script to help me with this. I have changed my original plan since planning the advert so I will talk about this.

  This is my finished Powerbeats Pro advertisement and you can see how things have changed against my original plan. 

 

 

Here are my storyboards. In the Powerbeats Pro advertisement storyboards, the character gets up in the morning and has a terrible day. They hit the snooze button on their phone alarm, they wake up and realise they are late. They stand on a phone plug socket and their toast is burnt. They run around for their keys and rush out of the door. Their bus is late, and they get frustrated with having to wait around, their wired earphones are all tangled up which makes them angrier. They finally get into university or work (our target audience is 18–50-year-olds). The character asks Google or Alexa what assignments they have by holding the button on their earphones. They get a phone call and answer it by pressing the earphone button. The video goes blurry, and a voiceover tells us what celebrities use the Powerbeats Pro earphones. The character gets a Microsoft Teams call and the teacher starts talking about the earphone specs. Finally, the character gets up and walks out and then there would be a graphic at the end of the advertisement that says “Powerbeats Pro, only £219.95, available in stores” with shop logos where you can buy them. This was my original plan for the advertisement, I wanted to use show not tell and create a relatable and interesting narrative.

Me and my group have changed the narrative a little bit, we have added scenes and a few different camera shots, angles and movements. I chose two royalty free songs called Somebody by Colour Parade and Overdrive by Matrika from the Uppbeat website for my own edit of the advert. The Somebody song is used at the beginning of the advert, this sad song shows how the character is sad, they are having a bad day and the phrase “I’m here when you need somebody” refers to the earphones.

 In the completed advertisement, the character does wake up to a phone alarm and presses snooze. We added an extreme close up of the character’s face as they are waking up to show panic when they realise they woke up late. They hit their toe against the door frame, place toast in the toaster as a medium camera shot and the toast pops up burnt as a close up.  They run to get their bag as a medium camera shot, a point of view shot shows the character getting their keys and opening the door. This is the home scene. We decided to change the phone plug socket scene because this would probably hurt the actor if done properly and we wanted to make the scene look realistic. This home scene shows how the character is having a really bad day. 

We decided to only do a bus stop scene, we thought doing a scene on the bus was impractical; we would only have a certain time limit, equipment could easily be dropped, we would have struggled to get model release forms to have permission to film people on the bus and it was a bit unsafe. Next the bus leaves the stop and the character try to run to it, but he is too late. He looks at his watch and gets annoyed because he has to wait forever for the next bus. The character then taps their feet as a ground level shot and they tap their fingers as an extreme close up shot. This scene is very different from our original plan for the bus stop scene. In the original plan, the character misses the bus, they get angry trying to untangle wired earphones. I think the footage we filmed is more effective, we are emphasising the fact that the character is having a bad day. We changed this on the day of the filming.

 

We decided to film the university/work scene in the Danum gallery, library and museum, we have a signed location release form for this scene. This is a slightly different setting; we were going to film this scene in college but we decided it would look better in a library. This is also better than the original setting plan because this scene can be seen as a study and work area. 

We see a close-up camera shot that pans to the right of the earphones on the books, this is to show off the earphones. Again, we see a medium camera shot of the character, but they look frustrated and overwhelmed. However, they look at the earphones and see a solution to their problem. This is the propositional message I have used in the Powerbeats Pro advertisement; this shows how the product solves the consumer’s problems. The character puts the earphones in (extreme close up camera shot) and then asks Siri what assignments they have. The Somebody song fades out and the music changes to the Overdrive song. This song is faster, more upbeat and this shows how the earphones makes the character happier and more productive. A screen recording shows off the Beats phone application and how this links to the Powerbeats Pro earphones. Then a close up timelapse of the books shows how the character is getting through them quickly. Afterwards the character gets up and walks down the stairs. This is shown using a medium close up with a pan to the right, point of view shots and ground level shots. We see a close up of the Powerbeats Pro case, the advert dips to black and then a graphic I created in Adobe Photoshop shows up at the end that tells the audience the price of the earphones and what shops to buy them from. A voiceover of the character reads the text. As you can see, we improved the advertisement as we went along.

 

I have used show not tell, I replaced the Microsoft Teams call and the voiceover that talks about the celebrities that use the earphones scenes from the storyboard with the Siri assignments and book timelapse scenes. I believe these are more interesting and effective for showing the propositional message. Furthermore, we were going to have the beginning of the advertisement monochrome to show how sad the character feels but I did not do this in my completed Powerbeats Pro advertisement.

 

                                          Script sheet

                                      

Hook

(Capture Attention → Excite: You have 6 seconds before they can skip the ad to capture

attention. What They Will Learn)

Relatable- The character is having a bad day and everything is going wrong. We could add a little humour in the beginning of the advert by over exaggerating what goes wrong in the day. Everyone has had a day when everything feels like it is going wrong, so it will capture the attention of our target audience.

      The advert is dark and monochrome in the beginning which reflects the sad mood of the character. They are on their way to university or their job, but they need to get a bus. They wait at the bus stop trying to untangle their wired earphones and start getting frustrated with them. The Bus turns up late.

 

Educate

(Why You? → Educate: Golden Nuggets → Re-Frame - Introduce Product/Service) important info, reasons why and keep them watching

We could use show not tell for this advert so it isn’t annoying to watch for the target audience. The character takes a seat on the bus and they get out their Powerbeats Pro earphones which are in the case. They use Bluetooth to link their phone to the earphones (show not tell) and then they use the beats app to check the percentage. They press play on the earphones and turn up the volume on the earphones. As this happens, the monochrome and dark advert changes to colourful and bright. We are thinking of adding Beyonce’s song Love on Top. We came to this decision because at the beginning of the song, Beyonce says “Bring the beat in!” and the product for our advert is called Powerbeats Pro.

 

First Call To Action (CTA) Take action: Links, websites, call….

All before 29 secs

Website link to the Powerbeats Pro totally wireless earphones – Beats (beatsbydre.com) website. We could show this on the phone screen when the character searches them up. This indirectly tells the target audience where they can buy the earphones. The camera could zoom into the phone when this happens.

 

Educate again: More in depth

(Talk direct to you the viewer) - 20 seconds min

Using show not tell again, we can show the Voice assistant option and the fact you can still take phone calls with ease. So, after the character gets off the bus and arrives the university or their job/office, they sit down, and they could ask the voice assistant (Google or Alexa) what lessons or homework (for a university student) or what is on their to do list (for job). They can do this by long pressing the middle button on the Powerbeats Pro earphones. After this, the character gets a call from their SO or family member and they answer this by clicking the middle button on the earphone to talk and end the call hands free.

 

Second Call To Action (CTA)

Create Urgency

We could talk about how Antony Joshua, Serena Williams and Lebron James use these earphones as they are the celebrity endorsement for the other powerbeats pro advert: Beats By Dre | Powerbeats Pro | Unleashed - YouTube This would influence others to buy the powerbeats pro as cool celebrities use them.

       “The list of stars, as spelled out by Beats, and in order of appearance includes Simone Biles, Antony Joshua, Serena Williams, Lebron James, Eden Hazard, Owen Farrell, Ramla Ali, Zoe Smith, Ben Simmons, Odell Beckham Jr., Kevin Rolland, Leticia Bufoni, Miho Nonaka, Shaun White, Alex Morgan, Ruddy Trobillant, and Jasmine Perry.” Description from Powerbeats Pro 'Unleashed' spot highlights sporting potential of wireless earphones | AppleInsider website.

 

Educate more

(Talk direct to you the viewer OR other footage that explains more) - 20 seconds min

The character then gets a team call and uses their powerbeats pro again. The class call could be about the powerbeats pro and could tell us about the rest of the features. The teams call starts off like a class, then they start talking about the power beats pro like the different colours (black, Blue, Cream, Red, Yellow, pink, green, white…), 9 hour listening time with earphones and 24-hour battery life for case. They could talk through the app and how the music quality is amazing, and they could end the class. The student stops Bluetooth and takes the beats out and that could be the end as it cuts to graphics of the power beats pro.

Final Call To Action (CTA)

(Final Call to Action - last push)

The powerbeats pro image and the text of the website link, buy your beats now and any logos of stores that have powerbeats pro. Only £219.95 Available online at beats by Dre website or buy in Curry’s, John Lewis, Argos, Apple and other stores.

If we want to add a voiceover, they could say something along the lines of “Get your powerbeats pro now for £219.95 Follow the link on screen or buy them in these selected stores before they’re gone”

 

 

 

 

Powerbeats pro Audio-Visual Promo Script 

 

 

SCENE 1: 

 

INT. BEDROOM, EARLY MORNING 

  

Its dark, dismal and monochrome morning 

 

Extreme close up of the phone, high angle, zoom in, phone lighting 

 

Alarm noise plays, character Snoozes alarm and falls back to sleep. 

 

Cuts to black abruptly.

 

 

 

SCENE 2: 

 

Extreme close up of the phone, high angle faster zooms in 

 

Alarm noise plays again, phone lighting 

 

character wakes up looking panicked and presses stop on the alarm.

 

 

 

SCENE 3: 

 

Extreme close up, ground level angle, truck camera movement (left) 

 

Light bulb ceiling lighting 

 

Character walks and steps on a phone charger plug.

 

 

CHARACTER (quietly) 

 

Ouch! 

 

SCENE 4: 

 

Over the shoulder camera shot, shoulder level angle

 

Character puts some bread in the toaster and leaves. Toast pops up burnt (the noise) and the character returns (still over the shoulder shot) to see this. 

 

 

SCENE 5: 

 

Point of view camera shot, eye level angle

 

Character runs around for their keys and bag then they rush out of the door.

 

 

SCENE 6:  

 

EXT.BUS STOP, DAY 

 

 

Medium camera shot, truck movement (right) 

 

Lighting from the sun 

 

Character is at the bus stop and is getting annoyed trying to untangle earphones. They sigh angrily and put the earphones back in their pocket. The bus is late and passes the character which infuriates them.  

 

 

SCENE 7:  

 

INT.BUS, DAY 

 

Medium camera shot, shoulder level angle 

 

Noise from the bus and outside, possibly from other passengers 

 

The character gets on the bus and takes a seat.  They are getting more and more annoyed because of the sounds. They take out the Powerbeats Pro from their other pocket or bag. 

 

SCENE 8: 

 

Extreme close up of the Powerbeats Pro Earphones, high angle 

 

Noise gets quieter (in editing) 

 

The camera does an extreme close up of the Powerbeats Pro case when the character opens it. There is a slight pause to let the viewers look at the earphones and then the character takes them out of the case. 

 

 

SCENE 9: 

 

Medium camera shot with shoulder level angle 

The character puts in the Powerbeats Pro earphones. 

 

Extreme close up and overhead angle of the phone

 

On the phone, they will use Bluetooth to link the earphones to the phone. The beats app will also show the percentage of the earphones. 

 

 

SCENE 10: 

Close up camera shot of the phone, overhead angle

 

The character searches for a song that they like on the phone and clicks the play button on their earphones.

Close up camera shot, shoulder level angle

They use the volume button on the Powerbeats Pro earphones to turn the music up.

 

SCENE 11: 

Medium shot, shoulder level angle 

 

Noise from Beyonce Love on Top song 

 

The advert goes from monochrome to colourful; the character looks happy while they are listening to music with their Powebeats Pro earphones.  

 

SCENE 12: 

Over the shoulder camera shot, low angle and zoom in on the phone 

 

The character searches up the Powerbeats Pro on the Beats website on their phone. This is the call to action.  

 

SCENE 13: 

INT.UNIVERSITY, DAY

Fade in, medium shot and shoulder level angle

Character sits down wearing the Powerbeats pro still. They long press the middle button on the earphones which then activates the Google voice assistant. 

CHARACTER

Ok Google, what lessons do I have today?

Google responds.

SCENE 14:

Medium shot, shoulder level angle

Phone call noise

Character answers the phone call from their SO by clicking the button on their Powerbeats Pro. 

CHARACTER

Hi how’s your day been?

SCENE 15:

Medium shot, zoom out, a little background blur

Noise from a voiceover 

Powerbeats Pro image is shown on the screen, the background of the character blurs a little and a voiceover can be heard 

VOICEOVER

Lots of celebrities use Powerbeats Pro, amazing sports athletes such as Serena Williams….

SCENE 16:

Over the shoulder, zoom in

Character gets a Microsoft Teams call on their phone that their Powerbeats Pro are linked to.

TEACHER

The Teams Call changes from a class to information about the Powerbeats Prov earphones. The teacher talks about the specs of the earphones.

TEACHER

The earphones are sweat resistant, they last for over 24 hours, and they have automatic ear detection.

SCENE 17:

Full shot, zoom out

The character ends the Teams call and walks out of the door, we have a slight pause and zoom out at the door and fades to black.

SCENE 18:

Cuts to scene

Noise from Beyonce Love on Top song

Our own designed background with Powerbeats Pro as the title, only £219.95 as the next largest text to draw attention to the price. Available on the Beats website or at selected stores with store logos where you can buy the earphones. We will have someone do the graphic design for this.

Here you can see my first script/narrative ideas sheet and my script. The script sheet I have made shows my first basic ideas of how the advert will be. The script shows the dialogue and stage actions. I have created the storyboard based on the script sheet. 

The script shows what dialogue I wanted to include on my final Powerbeats Pro advertisement. However, I didn't use the script in the end. I think the music and the actions from the person in the advertisement shows hows how they are feeling and what the earphones can do. The only lines of dialogue I used in the completed advertisement are "Hey Siri, what assignments do I have" to show how long pressing the button on the earphones lets you speak to your voice assistant hands free and the "Powerbeats Pro, only £219.95, available at retailers and online stores" voiceover to tell the audience what the end graphic says instead of having to read it. This is accessibility, this is helpful for people who find it hard to read. Having too much dialogue/too many voiceovers will make the advertisement look very cheesy and this would annoy the viewers.

Here is my Powerbeats Pro moodboard that I created. A moodboard is a collection of images or sample materials based around a certain topic or theme. On this moodboard you can see the Beats app, logo and the Powerbeats Pro earphones. This shows how the advertisement is based around the Powerbeats Pro earphones which is a Beats product. There are two pictures of people, these are university students and people who have jobs. You can see a Microsoft Teams image, we were going to have the character take part in a Microsoft Teams call to show how you accept calls and talk through the character is without the earphones, this contrasts how happy the earphones makes the character later on in the advert. The explorer image is the psychographic profile we are targeting so I added this to the moodboard. A picture of a bus is also on the moodboard, I added this because the scenes are going to be at a bus stop and on a bus. The selective colour image shows how we wanted to colour select the earphones and make the video monochrome. This draws the attention to the earphones throughout the whole video. This was the original plan for my Powerbeats Pro advertisement. 

However, there are some things that I have changed for my finished Powerbeats Pro advertisement. The target audience is the same, we are still targeting aspirers, males and females between the ages of 21-50. I did stick with the beats app as a part of the advertisement, this is important because the app links with the Powerbeats Pro earphones. This app shows the percentage of the earphones, the number, you can rename their Bluetooth name and look at what you can do with the Powerbeats Pro earphones. I have changed the narrative so instead of including a Teams call, the character talks to the Siri voice assistant (by long pressing the earphones) and asks what assignments they have. We decided not to film on the bus, only at the bus stop. Filming on the bus could be dangerous, we could drop the cameras, the tripods could fall over, the bus will be moving so the footage won't be very good quality. Furthermore, being on the bus would mean we would have a short timeframe to film which isn't ideal, we would find it difficult distributing the consent forms when the public will be getting on and off the bus and this will make the footage inconsistent. I did not use colour correction for my advertisement, I did however use close up shows of the earphones to make it clear to the viewers that the advertisement is for the Powerbeats Pro earphones. We did have rain in the bus stop scene.

Have a look at shot types and 1 scene