European ceramics promo video

NAMES OF GROUP MEMBERS HERE
UNIT 28:CORPORATE AND PROMOTIONAL
PROGRAMME PRODUCTION
LIVE BRIEF

CLIENT
COMMUNICATION
Insert screenshots of any early discussions or development
with your chosen clients.
If a phone call has been made, make a written log of the date and time, what
was discussed, and any agreed actions.
If you intend to visit your client prior to shooting, ask to look around for pre-
visualisation opportunities and risk assessment purposes. This will greatly
benefit your planning in later stages.

when we had made our final decision on who we wanted as a client we
constructed a short email explain who we were and the purpose of our video, we
also added a section explaining what we intended to film in order to give them a
wider idea of what will be happening on the day.

This is the email that my client sent me back, it doesn't’t involve much
information concerning what they want, which gives me the impression
that I have more freedom with the making of the project and they have
described that any further information on their half can be discussed over
the phone or on the day of filming.

BRIEF
What structure of brief have you received?
Is there any room for negotiation or consultation?
What opportunities are there for self-development in the given brief?
(new skills you will learn as a group, multi-skilling)
As we already have a personal relationship with our client a
professional brief wasn't exactly necessary, instead we sent them a
slightly formal brief which described why we were doing the
promotional video and what we intended to include in the video overall
in terms of shots and what we need from them. In the email I described
how if they had any issues with the basic plan we had produced then let
me know and we can negotiate new terms, also as I work at the
business I have multiple opportunities to discuss the project with my
client so in theory this type of brief would most likely come under
formal/informal. We plan to make this promotional video the best we
can so we are planning to use equipment that is new to us such as
steadi-cams or shoulder mounts, the freedom to use this new
equipment in a professional environment will help to increase our
skillset in these areas.

CLIENT
Identify who the client is
What services do they offer?
Where are they based?
Our client is European ceramics, a tile showroom and
warehouse based in Armley, Leeds. They offer both retail and
wide distribution services. The showroom which holds
hundreds of different tiles and designs is open to the public
seven days a week with a large amount of stock which enables
customers to order and retrieve their tiles easily and quickly.
The business has an online store through eBay where
customers from all over the country are able to order and pay
for tiles, as the business have a strong partnership with
distribution company LPC ( Leeds parcel company) any orders
can be delivered in a matter of days. The company has three
main warehouses one of which is onsite and the others are 1
minute down the road which are shared with sister company
Verona, meaning they are hardly ever low on stock.

CLIENT
Research the current client and/or their brand. Analyse both their offline
and online materials.
European ceramics have three main online services, these include their
website which has recently been updated with the company's new
design and colour plan, the website includes professional high
definition images of the showroom and exterior of the building the blue
and white colours of the logo are also used with the website to give it
the simple style. The toolbar at the top of the screen gives information
on everything they sell which includes mosaics, porcelain and tools,
customers are not able to buy directly from he website but there is a
link to the company's eBay page where they are able toe easily
purchase items. The company also have a Facebook page where
customers are able to like and follow the business in order to keep up
to date with any information such as sales or necessary stock updates,
customers are also able to use the page to inform the business of any
complaints. The client also have an eBay account where they make all
of their online sales, the company are able to talk with clients through
this account and negotiate prices with ease. The company also offer
offline materials such as employee cards that are handed out to every
customer that a sales assistant deals with, allowing customers to ring
ant employee during office hours and ask any necessary questions
regarding their order.

CLIENT
Build a profile of your client’s audience using the analysis
carried out.
The main cliental for this business is people who work in
trade/ labour industry such tillers, builders or joiners etc.
people in this trade are the companies most frequent
customers which enables employees of the business to form
personal relationships with these people leading to helping
out each others business as when normal customers who are
looking for a tiller to fit the tiles they sell to them the
company recommend certain tillers and they recommend the
shop to their own potential clients. To attract more of this
certain cliental the business offers great refunds to
tradesmen. From looking at the social media page of the
business, the most reviews come from either middle aged
normal customers who have made small orders or
companies who have done large orders for big contacts
deals and most of the reviews seem to be positive.

EXISTING PRODUCTS
FROM SIMILAR CLIENTS
Link the video.
Discuss similarities and contrasts
Discuss the conventions (voice overs, company logo, titles, selling point, shooting
techniques, interviews, music, graphics, video/audio transitions, language and script)
The purpose of the X-tile Canada showroom promotional video is to showcase their busy and
well stocked showroom and promote key aspects of their business such as what they offer
and their incredible customer service. In almost every shot movement is used whether it be
within the frame or the frame itself, movement in the shot helps to keep the viewer engaged
as still shots can often be seen as boring, potentially leading to the viewer losing interest in
the video all together shifting focus from the more important aspects that the video is try to
promote. Fast video transitions such as screen swipes and fast fades to white are used for a
majority of the shot transitions, the transitions coincide well with the fast paced music that
plays throughout the video and at the time the video was made (2011) I could see how maybe
they would be seen as mesmeric and visually pleasing, helping the video to correspond well
with the showrooms modern look, but viewing it now it makes the video look out-dated and
unprofessional. Another out-dated aspect of the video is the graphics, the colours used are
seemingly bland and uninviting and the font and simplicity give a sense on
unprofessionalism. I found that the interviews are done very well, viewers are provided with
an interview from each key aspect of the company including management, sales, customer
service/reception and warehouse management. Each interviewee gives a short description of
their roles and a positive evolution of a certain area of the business, the interviewees speech
seems to flow naturally and L cuts are used to break up the visual aspects of the interview to
make for a less tedious viewing. The fact that the interviewer is not heard helps the dialogue
flow better and provides a more informal and therefor inviting vibe. The logo is shown at the
end of the video within a short sequence of graphics that provides the viewer with important
information regarding the business such as address and phone number but similar to the
graphics used earlier in the video it is out-dated and boring.

EXISTING PRODUCTS
Venice Art Tiles
Link the video. -
https://www.youtube.com/watch?v=kh4wWErl7CM
Discuss the conventions (voice overs, company logo, titles, selling point,
shooting techniques, interviews, music, graphics, video/audio transitions,
language and script)
voice overs are used in this promotional video, they are used in an interview format with
the founder of the company, he describes what his company is, the originality of his
company and the individuality of the products he creates for his clients. The company
logo is displayed right at the beginning of the promotional video, an out of focus to in
focus shot is used. The companies specific selling point is portrayed in the video,
specifying on what products they create and who for, the founder lists the different kinds
of projects he's created for client, displaying the wide variety of work he has done. A
number of different shooting techniques are used, from close ups of some of the
projects the company has created, the working process of creating these art tiles is also
shown through creative techniques. A simple up beat song is used as the backing track,
featuring soft drum beats and pan flutes, matching with the type of products the
company creates, artistic and out there.

EXISTING PRODUCTS
Link the video.
Discuss the conventions (voice overs, company logo, titles, selling
point, shooting techniques, interviews, music, graphics, video/audio
transitions, language and script)

CLIENT
COMMUNICATION
As I work for the business part time, I have a personal
relationship with manager Paul Nichols, due to this I have his
personal mobile number that I am able to ring him on to
discuss the project.
This is a screenshot taken from my phone it shows
Two phone calls between me and the manager of
the business, Paul Nichols. The first phone call was
me checking in hat we are still okay for filming in two
days time and discuss the project a little more. Paul
then rung me back five minutes later after talking to
other members of staff and letting me know who will
be involved in the interviews. He also relayed to me
some slight information regarding health and safety
which and further discussed the brief in more detail
regarding to such aspects as putting it up on their
website, specific filming times and whether or not
any legal documentation was required and if so
what.

IDEAS
List the core ideas you have generated as part of your team’s
idea generation.
1. interviews
2. exterior
3. vehicle tracking shot
4. time lapse segment
5. tiles

IDEAS
Discuss the strengths, weaknesses and constraints of each idea
1. interviews are a good way to give useful information about the product or company to the
viewer, especially when it comes from a reliable source such as a staff member who know
what they are talking about. Sometimes people who aren't actors can be nervous when
talking on camera this can discredit the interview as it can make it less engaging for the
viewer, a useful way to overcome this is to make a basic plan of what to say enabling the
interviewee to talk with a certain flow as a detailed script may make the dialogue seem to
forced.
2. exterior longs shots are useful as they give viewers a visual idea of what the showroom
looks like on the outside and what they need to look for, it is especially useful in our case
as the outside of the building offers multiple advertisements for the business which will be
necessary to capture. To really capture a perfect exterior long shot the best equipment to
use would be camera drone as tat would give us endless possibilities of angles ad cover a
larger area, but as we are slightly limited with our equipment we will have to do the best
with what we have got.
3. we intend to use a vehicle tracking shot of the company van, it will be useful as it gives the
viewer an indication of the businesses delivery services and the van is plastered in
company information and advertising, as we don’t have access to professional level
tracking camera equipment such as dolly's or large car mounts we intend to use a standard
tripod held close to a car window as we drive along side the van, two people will be used for
this so one can concentrate on driving and the other on filming, helping to limit any on road
dangers.
4. a time lapse segment is an entertaining way to display the daily goings on of the business
and can be used as good stock footage to help breakup shots and prevent repetition. As the
showroom is open to the public we need to make sure that the camera is placed in a safe
position and can not be seen as a tripping hazard as it will need to be static for a long
amount of time.

PROPOSAL
Discuss what you intend to create
Provide a content outline.
The proposal (slides 20-23) is to be discussed with your client so they
understand your intentions.
We intend to create a promotional video that will showcase the large
amounts of products this company has to offer as well as giving the general
public an inside view of the daily goings on of the business. We will use
camera techniques and editing to promote the businesses professional
stance in the industry, the video will be put online through he companies
social media page where it will be open to the public allowing them to see
the type of business that this place is. With interviews and visual examples
the public will be able to see the staff and almost get to know them more
through watching the video as we will try to express the great customer
service and friendly vibe that is employed. we intend to have the majority of
our video consist of close ups and moving shots of the tiles and different
displays that are positioned around the showroom.

TARGET AUDIENCE
Who is the intended audience? How will your video appeal to
them? Provide examples.
The tile showroom is open to everyone and with such a range
in prices and styles the company reach many different
demographics. With tremendous deals for tradesmen and
tillers, the majority of our customers come under this
category. To help appeal to this side of our audience we will
bring focus to the aspects that relate more to them such as
trade deals and the large stock of equipment and builder
accessories the company has to offer. To help appeal to the
normal customers made up of multiple demographics, we
plan on highlighting the numerous different styles and makes
of tiles that the shop has to offer, showing the public the
great variation of products.

PROJECT SCHEDULE
Consider a brief schedule of your shoot, edit and delivery.
Your shoot should be formalised with your client soon.
Shooting and editing is intended W/C 26th Feb/5th March respectively.
We have decided after discussion with our client that we will begin initial filming on
Wednesday 28th of February, it is best for both us and client as we only have a half
day at college so we can drive through after we finish and begin filming just after
lunch time which our client has said is when they are less busy so filming will be
more accessible.
Changes where made to the film date due to the the weather, snow meant that we
could not get into college let alone going through to Leeds to see the client so after
discussion with the client we rescheduled to the following week, Wednesday 7th of
March.
After initial filming and the beginning of the editing process we realised there was
still more we needed to film so we asked the client if we could come back again
the following week and finish up what we needed, this was fine with out client.

CLIENT
COMMUNICATION
After filming on three different occasions
manager of the business Paul rung me
asking if I wanted to schedule any more
shoots in the near future, I told him that we
had acquired all shots we thought
necessary but just in case we did need any
more footage I would let him know in good
time before hand. We agreed on this and I
thanked him for his help and told him I
would be in touch when the sequence is
complete in order to send him the video
and make sure he is happy with the
content.

ROLES
Identify the agreed pre-production and production roles and
associated responsibilities. (What is your task? Specific deadline?)
Slider and shoulder mount operator – we made a joint decision that during the
filing process Elliot should be in charge of this equipment as he had more
experiences with them, so we were more likely to capture valuable shots when the
camera operator was well experienced.
editor – we will both be making different edits of the video as we need to make
separate final pieces, we are both well experienced in video editing. hopefully we
will both be done with our editing by the deadline of Thursday the 22nd of march,
but if not we will be able to easily help each other in getting it done in class time.
Tripod operator – as most of the tripod shots we were getting would be close ups
and long shot pans of the different tiles and displays we chose for me to operate
the tripod as being an employee of the business I already knew the best displays
and tiles to film so we could get the process done quickly and efficiently.
client communication - as I am an employee o the business myself I already have
a personal relationship with management and staff, this made the communication
process easy as I was able to talk in person about the project during my shift as
well as through email and phone.

SHOTLIST Shot
#
Location Shot Type Camera
Angle/Moveme
nt
Description (subject, action,
lighting etc.)
1 All shot on site
of clients
shop/warehous
e
LS Tilted pan Exterior shot of building
2 mid shot Slider shot mid shot of tiles with slider
movement
3 Close up Focus out/in Close up of tiles out of focus to
in focus
4 mid shot interview Stationary Interview with staff
5 L –cut close up Close up
Slider shot
L-cut from interview to tiles
6 mid shot Low angle/
stationary
mid shot showcasing tiles
spoke about in interview
7 Close up Low angle
leftward pan
Close up of tiles panning shot
leftward to show more tiles
8 mid shot interview Stationary 2nd interview with another
staff member
9 L-cut slider mid shot Leftward
tracking
Audio from interview over
more footage displaying
tiles
10 mid shot Eye level
mid shot
mid shot of staff with
customers
11 Animated shot Companies logo with

SHOT LIST
Shot # Location Shot Type Camera
Angle/Move
ment
Description
(subject,
action,
lighting etc.)

CONTINGENCY
Create a contingency plan to consider resources, personnel, logistics,
time frame etc.
In terms of equipment we plan to take two tripods, one as a spare just in
case the other were to break or be forgotten. We specifically chose two
of this piece of equipment as this is the equipment we plan to use the
most in our filming process and is the best piece of equipment for
capturing effective shots. In case we have trouble with battery life or
system storage on the camera we will not only make sure the camera is
fully charged before every shoot but also take a charger just in case it
does run out during filming, we will also take two SD cards just in case
storage fills up and we need a quick change during filming.
We have made a basic shooting schedule which depicts the days of
each shoot, just in case we miss one of those days we have already
made exceptions with the client that allows me to do small amounts of
shooting during my shifts if necessary. Also to make sure we are able to
shoot the staff or interview them we made sure that we were filming
when here was more than two people working, this way we were able to
use one staff member for filming whilst the others carru on with work,
therefor not distracting them from their professional roles or customers.

RESOURCES
What resources are required for this project?
Consider time, budget, physical (equipment, location, properties, people, crew, your talent/actors)
To create our project we are going to need the right equipment for the job, different
equipment can be used to create different shots and scenes so for our project we are going
to try use a range of different equipment to ensure our end product is dynamic and
interesting. For equipment we have hired out from college a Libec tripod, this is helpful for
stationary shots as well as smooth pans and tilts. A Slider, which will be useful for close up
sliding shots of the products. Sound recording devices will also be needed for interview
segments so that we can effectively capture the dialogue to high quality instead of using the
camera’s microphone as the quality will not be good enough. We have also decided to hire a
shoulder rig, this will be using for shots with motion, ensuring that we have high quality
footage trying to eliminate any camera shake. As a group we already have our own camera
and SD card to go with it so we will not need to hire them, the camera is a Canon DSLR. the
only location we will be filming at will be the Warehouse/store of European Ceramics, located
in Leeds. We plan to get all the filming done in one day, we are going in to film just after
lunch time and have the whole afternoon to try get all the footage we need. Going in in the
afternoon has been decided as we discussed with the client that that would be the best time
for them as they tend to be less busy in the afternoon/evening. The crew only consists of just
me and my partner, the roles will be shared between us meaning that neither does more
then the other. There will be no actors being used but we plan to use interview segments
with the workers at European Ceramics.

SCRIPT
Provide a script if this is required as part of your video.
Identify questions/answers/reactions you expect from your talent and/or interviews
We don’t intend to use a script as the people who we plan on doing the talking aren't actors or
don’t have any proper experience on camera, we feel that scripts could possibly make for a more
clunk and unnatural dialogue. Instead we intend to provide the people in the interviews with
questions that will not be heard in the video but will help to start a conversation and produce a
natural flow. We will provide the interviewees with bullet points of possible subjects regarding the
business that they could say. Obviously due to time constraints each question wont be discussed
in detail or used at all but the more we have the quicker and easier the process will be.
What are the duties/responsibilities of your job?
What products does the business offer?
What is the most successful product, in terms of sales?
How long have you worked at European ceramics?
If you had to break it up into percentages, how do you spend your day?
What do you like most about working in this industry?
Why do you think customers choose this business?
How does the company make use of technology for internal communication and outside
marketing? (Use of email, Internet, intranets, social media, website, video, etc.)
In your opinion what do you think is the most important aspect of running a successful tile
business (e.g. customer service/sales/employee well-being.)

SCHEDULE AND TIMESCALE
Day Activity
Wednesday 28th February Initial filming planned (cancelled due
to weather)
Wednesday 7th March Initial filming began, exterior shots of
warehouse, interior shots showcasing
products the clients produce and sell.
Saturday 10th March Interviews with staff recorded, talking
heads interview filmed, talking about
the products they sell and work life.
Wednesday 14th March Finishing up what filming we missed
or correcting shots that weren't up to
our standard, shots with staff and
customers filmed to show customer
service.

UNIT STILLS
An important aspect of our promotional video is the
interviews, without the interviews our video has no real
supply of detailed information regarding the business. In the
interviews we got real staff members of the business to
describe certain important aspects such as information on
stock items and customer service backed up with videos
illustrating the information. Before I started the actual
recording process of the interviews I first wanted to make
sure that the camera angle was correct and the subject I was
filming fit correctly in the frame. I positioned my subjects on
the right hand side of the screen as I found that this
technique was used a lot in interview situations as having the
subject directly in the middle of the frame can make for an to
intense viewing.

QUALITY CONTROL
Discuss how you managed the shoot.
Did you abide by the original shot list? Did personnel act professional and
with respect? Did you stick to the roles?
The management of our shoot went under a few changes through out the
production process, factors such as the weather meant we had to reschedule
shooting days as well as shot ideas such as a vehicle tracking shot as the weather
wasn’t ideal for driving/filming. Our original shot list reflects basically the same as
our end product, we decided to create just a basic shot list to begin with so we
knew the basis of what idea were going to create and meant we had a plan of
action when we got there. I felt that myself and my crew member both performed
professionally and with respect for our client, we worked efficiently and to time
correctly as discussed before hand. The roles designated to me and my crew
member remained same from start to finish.

European ceramics promo video

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European ceramics promo video