FMP

Final Major Project

Pitch idea:
I want to weave a campaign to encourage the youth of the country to participate in sports. This will encourage young people to partake in activities which are good for their physical health and hopefully a positive outlook on life and their futures. As a backdrop and something to inspire, something close to home will be used – the London Olympic games of 2012.

I will research into the various ad campaigns that have a sporting element to it, from brands to Nike to Reebok, to sports stars endorsing products such Gillete and deodorants. How do these campaigns use sports to inspire and excite?

I intend to use a variety of mediums to inspire and motivate youngsters to take part in sport, short video adverts which could be screened on commercial breaks during primetime children’s TV programmes, posters to be sent to schools and libraries, websites with promotional material and activities to join up to their local areas.

More detail:

The 4 slogans for the campaign:
“Dream 2012 and beyond”
“Study hard. Play hard”
“Champions keep on playing till they get it right” Bille Jean-King
“Become yourself”

Based on each of the 4 positive slogans, choose 3 video advertisements to create.

The message and ideas to be conveyed in the 4 videos adverts:
1. “Dream 2012 and beyond” (30 seconds)
A part animated and live action sequence depicting a youth running late into school, as the school bell rings 9am. Teacher tells him off for being late. You see him doing the same run the next day but this time he makes it in class before the bell. Next you see him running in 100m track but remembering the school bell. “On your marks” and he runs on a 100m track and as soon as he finished the line, a school bell goes off. Instead of the same teacher saying “you’re late detention”, he says “you’ve beat the school record” and the school bell goes off. And then you see him at school desk, and you see him thinking of Usain Bolts 100WR. When Usain Bolt finishes the race, the school bell goes off. End of advert.

2. “Study hard. Play hard” (10 seconds or more)
Gymnastics. You see a kid jumping and leaping over bins and pillars. She then gets told off by her mum. And told to go and do her homework. You see the kid working late into the night doing her homework. Doing headstands on her bed. So you see her, playing hard and studying hard. Show picture of famous Gymnast Nadia Comăneci. Then show slogan.



3. “Champions keep on playing till they get it right” Bille Jean-King (30 seconds)
Show that you should never give up and bounce back stronger from any failures in life. Demonstrate this via a kid playing practising taking free kicks. You see the kid taking free kicks again and again, each time missing the goal or getting saved by the keeper, hitting the wall. But with each kick getting more determined to score next time. Filmed in different places to give idea of the passage of time and repeated efforts. At the end of the advert, the kid finally scores a wonderful free kick and all his team mates embrace in celebration. Then you see a quick montage of professional free kicks by David Beckem. Display the slogan at the end of the advert.


4. “Become yourself” (10 seconds or more)
Cycling. You see a kid learning how to ride a cycle and gain confidence to become better at it. Show a picture of Chris Hoy. Then the slogan.


Timeline:
1. Research video sports ads, previous Olympians and create rushes/storyboards for the video adverts
2. Scout for actors and rehearse based on rushes/storyboards
3. Continue scouting for actors and rehearse based on rushes/storyboards
4. Continue with rushes/storyboards and get familiar with the video equipment and do test shots based on rushes/storyboards.
5. Shoot the first advertisement
6. Edit the first advertisement, sound and video.
7. Shoot the second advertisement
8. Edit the second advertisement, sound and video.
9. Shoot the third advertisement
10. Edit the third advertisement, sound and video.
11. Review all work from previous weeks and make sure everything is up to date and finished so far and synch up the sounds for the video. Re-record any additional sound effects needed for video.
12. Finalise campaign videos


What equipment I will be using for the video shoots and editing:
For the editing of the DV footage I will use Premier Pro for Windows.
For filming I will use a Sony handheld camcorder with a tripod.
I will also be additionally be recording sound effects using a microphone.
SLR/digial camera for taking stills during the project.
For parts of the animation, I will use Adobe products such as Photoshop, Illustrator.