Research and Originate a detailed 2 sided A4 proposal, which must then be saved as a PDF document and attached to your WordPress blog under the required section for this Task.

The proposal must contain the following sections:

  • The Specific Aim and/or Requirements of the GeneroTV Project you have selected
  • The specific Mission Statement/Brand image of the artist/company you have chosen
  • The specific production objectives of your response to the client Brief:
    • Core Aim/Themes
    • Target Audience
    • Stylistic/Formal Techniques you will use
    • Budget/Schedule
  • The Legal and Ethical considerations that effect your response to the Client Brief

 

The Proposal must be supported by a Critical assessment of the original client brief and a Critical justification of how your proposal meets the needs of the original client brief.

 

This critical reflection must not exceed 1000 words or 3 minutes and be placed on your WordPress Blog alongside the proposal document.

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Unfortunately for this task I won’t be doing an actual Genero Tv brief, as I was unlucky with the risk reward of playing the waiting game for new project briefs to start. So instead I spoke with my lecturer Jon Holmes and he said that I could do another MO Film instead, and this would meet the criteria for this unit.  So after looking at the open Mo film project briefs (there were many unlike Genero) I choose the brief that appealed to me the most, Nestle Rolo. Below is the brief  that I downloaded from Mo films website for Nestle Rolo.

Rolo-Wrapper-Small

To download the A4 Proposal for Nestle Rolo: Click Here

 

ROLO Filmmaker Brief

Background:

Launched over 70 years ago ROLO is one of the most iconic, well-loved confectionery brands

in the UK. It’s not just the iconic product and packaging that makes it loved, it also has one

of the highest ever recalled advertising straplines withdo you love anyone enough to give 

them your last ROLO?” This unique positioning was developed and advertised through a 10-

year campaign in the 1980’s, and truly cemented ROLO’s positioning and associations with

love, romance and a little bit of humour.

 

This campaign resonates strongly with our core ROLO consumers (adults!30+)and our

opportunity is to rekindle that association and love, whilst attracting the next generation of

ROLO consumers.

 

Insight:

“When you are down to your last, delicious ROLO, it has to be someone extra special that

would be worthy of receiving it”– & this tension between the love of ROLO & the love

for another that is the catalyst for future communications.

ROLO consumers have a balanced, optimistic attitude to life (and chocolate) who love

seizing special moments and finding ways to capture them. What’s most important to them

is spending time with their loved ones, and for these consumers the “last ROLO” acts as a

symbol of that love and affection, but do you love them enough to part with it?

 

What we want:

ROLO wants to re-ignite the well-loved brand equity by bringing the iconic strapline and

positioning back to today’s group of consumers. Taking inspiration from the heritage and

associations we want you to make the next ROLO advert.

We want you to make a film that captures that tension of a person who loves the

indulgence of their ROLO and whether they share the last ROLO with a loved one so

answering the question…

 

“‘Do you love anyone enough to give them your last ROLO?’

Executional mandatories:

  • Can be live action or animation
  • Must feature the ROLO product
  • Format to use is the 52g Tube
  • Animated Nestle End frame to be provided
  • No children to be used in the adverts
  • Should look to incorporate the strapline either visually or verbally

 

Tone: light hearted, warm, loving, playful, humorous (subtle & not slapstick.)

Brand Personality: ROLO is thoughtful, affectionate and a bit of a tease 

Length: up to 60 seconds with ability to cut down to 30

Use: TV, Cinema or online

Target: Adult (male and female) 20 years+

Audience: Global

With all this in mind I did some research and came across a few do you love anyone enough to give them you last Rolo videos. Above is one that I liked from the 80’s. Its a simple humorous animation and it was good to see something like this because I believe this is the thing Rolo is potentially looking for but with more pizzaz.

My aim is to create something humorous that people can enjoy. So I came up with the idea of the main character enjoying a pack of Rolos by himself and when he gets to the last one his shadow on the wall comes alive and is begging for the last scrumptious morsel. The main character is un-impressed that his shadow is not following his movement anymore but instead requires proof that his shadow deserves this last Rolo more than himself.

For this the lighting must be right, so the shadow is very prominent but not too in your face. I want the lights to look natural and not too over the top and false. (Below at the Bottom) I have drawn a storyboard example of the shots that I want. This is subject to change but it was mostly to get a feel of what I will be shooting.

With my own equipment and lending the lighting kit from college I don’t think it should cost more than 20 pounds for the budget. This will be for public transportation and of course the Rolos. The shoot should take a day and the editing will also take about a day. I will edit this in Adobe After Effects to achieve the shadow having a life of its own. I haven’t considered the music to be used but I will most likely use music from the Mo films website.

Since this is a French competition and Nestle wants to show this globally I have decided not to use any dialogue as it can be used multi-culturally instead of being dubbed over. I enjoy that the brief is asking for it to be humorous and lighthearted which is why it appealed to me the most. Hopefully this idea with some more planning can be executed well enough and become shortlisted. The deadline is May the 12th 2014, so with all this planning I should have it submitted by then with loads of time to spare.

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*Update*

Unfortunately I wasn’t happy with the results of the shots I recorded for this project so the idea has fallen through. I couldn’t get the lighting for the shadow to be right. I knew that the lighting would essentially be the most difficult part for shooting this video but I did not now the extent of how difficult it actually would be.

I booked the lighting kit out from college and spent almost all day trying to get it right but just couldn’t. I needed the actor to be on one side of the frame and the shadow to be on the other so I could easily merge the two clips together using masks in Adobe After Effects. But this did not happen. No matter where I seemed to positioned the light the shadow always fell right next to the character. I tried moving the camera and this also didn’t work. I moved the actor around and this seem to work but in the end he looked too much in an awkward position and it seemed too unnatural for the viewer.

For task three Im going to use the extra Mo Film I did for the music video group Hudson Taylor. I think this best suits Genero TV because it’s actually a music video which Genero usually does unlike an advertisement instead. I apologize for the inconvenience of this because I really wanted this video to happen as I really enjoyed the idea I came up with. In the future I will try to figure out a way to complete this shadow technique so I actually know what to do in that situation if I ever needed to do it.

Although I did help Vicky with her Rolo idea and also did my own edit because I still wanted to do something for the Rolo contest so below I have a screenshot of myself editing the video in Adobe Premier CS3 as well as the final video. I stuck to the brief and made the video under three seconds and included the tagline, do you love anyone enough to give them your last Rolo? I also didn’t use any dialogue (besides my name once) so it could be used multi culturally.

Picture 3

Unit 80: Criteria: 2.1 &; 2.2

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