Assignment brief – BTEC (NQF)Assignment title Viral Video Ad Production (Don’t Panic Campaign)Assessor Rich BartonDate issued December 18th 2015Hand in deadline February 26th Duration (approx) 9 WEEKS

Qualification covered BTEC L2 First Diploma Creative Digital Media Production

Units covered 3 Digital Moving Image Production9 Digital Editing for Moving Image

Learning aims covered

3 – C D9 – C, D

Scenario As an intern, you have been commissioned by the marketing consultant agency Magneto Films http://www.magnetofilms.co.uk to create a proposal for a 30 second YouTube Viral Advert to promote the ‘Random Acts of Kindness’ Pass-It-On 2016 Charity Campaign. The key demographic are urban youth 16-25.

Once the client is confident that you understand key conventions and persuasive techniques of viral ads, you will conduct research into how to appeal to an audience, as well as look at existing successful charity viral campaigns to be able to generate at least 2 ideas, then refine and developing them to select the strongest. You will then create a proposal portfolio summarising your research, your ideas and pitch to the client. You will need to show you can work reliably, present confidently and collaboratively with others using digital presentation software, as well as thinking creatively.

ResearchInclude these illustrative examples in a series of summary reports to the Head of Creative at the agency via a blog portfolio to convince them you understand the following:

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● the conventions of technical and mise-en-scene aspects of Video Ads ● how audience consume digital and non digital ads and on which platforms you would find your audience● the use of persuasive techniques to target specific audiences

Pre-Production, Production & PostThe client wants to be kept up to date at all stages of the production process, so you will need to put together an online portfolio that they can view at any time.

In the portfolio you must produce and post documents to demonstrate how you are following pre-production, production and post-production processes of the sector you are working in. You will produce:

● a portfolio of evidence to support your work in the pre-production, production and post-production processes

● a finished viral video advert campaign that appeals to a youth audience

Pre-Distribution Screening (Evaluation)Your client wants to test out the advert you have produced, to see if any changes need to be made before it is distributed widely. You must produce a report for them which includes the following:

● detailed and comprehensive feedback (self, peer, client, target audience) on the completed advert

● detailed evaluation of how successfully you have met the brief, in using conventions, how persuasive it is in manipulating a youth audience, creativity and regulations

● evaluation of the technical strengths of your advertising production and areas for improvement (Camera, MES and Edit)

● justification of the choices you made during the production of the advert and any changes

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you feel need to be made to improve it before it is distributed online

Task 1 Create a Pre-production Portfolio for your Viral Video Advert in Groups of 3, consisting of research, idea generation, a proposal, a pitch, and planning documentation

Evidence you must produce for this task

1. Proposal Worksheet – the idea with images, fonts and colours or mood board (Type, Psychographic Appeal, Mode of Address, Persuasive Techniques, Creating a Viral Buzz) - individual

2. Audience Demographic Profile for this product (age, gender, socio-economic, ethnicity, lifestyle) - individual

3. Pitch to camera (Type, Psychographic Appeal, Mode of Address, Persuasive Techniques, Creating a Viral Buzz) – individual (commissioning meeting of best ideas in groups of 2)

4. Script 5. Kit, Costume & Prop List & Budget6. Actors and Crew Roles7. Storyboard of your advert8. Location Recce Selfie video, Permission Application & Risk Assessment9. Shooting Schedule

Criteria covered by this task:

To achieve the criteria you must show that you are able to: Unit Criterion reference

Produce appropriate pre- production planning including adequate personal management skills. * 3 2C.P3Produce detailed pre- production planning including effective personal management skills. * 3 2C.M3Produce detailed and comprehensive pre production-planning including confident personal management skills. * 3 2C.D3

Task 2 You will now conduct your shoot. You will organise your resources, cast, rehearsals, locations, and carry out your Music Video shoot both on location and in the green room studio. You will all need to undertake an individual production role that you will be responsible for – camera operator, director, lighting technician – but

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it is likely you will need to multitask (for instance the director may need to playback the synch track or do the make-up).

Create and maintain a production diary blog that discusses your experiences of working with a client and with deadlines, and demonstrates your practical contribution towards the completion of the project. This section will be individual and contain your own individual edit of the final advert.

Evidence you must produce for this task

1. An Blog Diary comprising of images/video of you agreeing & working to deadline with client, uploading footage, Reviewing Rushes, organising shots, cutting and sequencing, filming pick up shots

2. Photo evidence of your contribution the video shoot3. A Rough Cut with sound, effects and titles4. A Final Video Advert that follows conventions, has a clear persuasive technique and targets a

youth audience

Criteria covered by this task:

To achieve the criteria you must show that you are able to: Unit Criterion reference

Shoot and edit basic footage for a moving image production which demonstrates appropriate camerawork to convey intended purpose. 3 2C.P4Shoot and edit footage for a moving image production which demonstrates effective camerawork and mise en scene to convey intended purpose. 3 2C.M4Shoot and edit footage for a moving image production which demonstrates creative camerawork and mise en scene to convey intended purpose. 3 2C.D4Prepare adequately to edit a moving image sequence. 9 2C.P6Prepare competently to edit a moving image production. 9 2C.M5Use editing techniques adequately to edit a moving image sequence in a style appropriate for the selected format and to a specified brief. 9 2C.P7Use editing techniques competently to edit a moving image sequence in a style appropriate for the selected format and to a specified brief. 9 2C.M6Use editing techniques imaginatively to edit a moving image sequence in a style 9 2C.D4

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appropriate for the selected format and to a specified brief.

Sources of information

http://l2media15.blogspot.co.uk/

If you have not achieved the Level 2 criteria, your work will be assessed to determine if the following Level 1 criteria have been met.

To achieve the criteria you must show that you are able to: Unit Criterion reference

Produce basic pre- production planning including minimal personal management skills. * 3 1C.3Shoot and edit limited footage for a moving image. 3 1C.4Make limited preparations for a moving image edit. 9 1C.6Use basic editing techniques to edit a moving image sequence to a specified brief. 9 1C.7

Task 3 This section will be individual Evidence you must produce for this task

1. Create a survey monkey and make use of Facebook, Instagram, Twitter and Flickr as a tool for gathering feedback from your target audience

2. Leave feedback comments on your peer’s advert on their blog3. Interview your client and post responses to your blog4. Report or Presentation (emaze) on success of fulfilling Advertising Brief: Techniques,

Conventions, Appeal to AudienceSelf-evaluation, summarising and justifying your conclusions on whether it was successful in fulfilling the brief/what changes and what impact they would have.

5. Report or Director’s Commentary on success of Technical Aspects: MES, Camera, Editing Self-evaluation, summarising and justifying your conclusions (as a video maker and editor) on whether it was successful in fulfilling the brief/what changes and what impact they would have.

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Criteria covered by this task:

To achieve the criteria you must show that you are able to: Unit Criterion reference

Explain strengths of own complete, digital moving image production in relation to the original brief and purpose. 3 2C.P5Analyse the extent to which own complete digital moving image production has fulfilled the brief and purpose 3 2C.M5Evaluate choices made during the production of a digital moving image product, including how they have enabled fulfilment of the brief and purpose. 3 2C.D5Explain strengths of editing techniques in own moving image edit, with reference to peer feedback. 9 2D.P8Analyse strengths and areas for improvement of editing techniques in own moving image edit, with reference to peer and self-assessment.

9 2D.M7

Evaluate the use of editing techniques to convey meaning in own moving image edit, with reference to peer and self- assessment. 9 2D.D5

Sources of information

http://ctkmedial2unit19.blogspot.co.uk/

If you have not achieved the Level 2 criteria, your work will be assessed to determine if the following Level 1 criteria have been met.

To achieve the criteria you must show that you are able to: Unit Criterion reference

Summarise strengths of own digital moving image production. 3 1C.5Summarise strengths of own moving image edit. 9 1D.8

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