I will be producing a 30 second television advert for Lucozade Sport to showcase their Made to Move campaign which focuses on “encouraging consumers to make positive changes to their lifestyle.”

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The target audience will be targeting everyone who plays or is interested in sport, I hope to inspire the audience into becoming fitter and healthier and to improve their game as a result of the advertisement and to increased sales of Lucozade sport as it will demonstrate the positive effects it has, such as hydration and energising the muscles. I will also be mainly targeting the lower range of socio-economic groups ranging from lower class to upper lower class, through the street-based locations and characters featured. Moreover, I will be focusing on the psychographic of the succeeder. Although this does not stereotypically match the socio-economic class range, being of lower-class status does not stop you from being able to succeed in sport and having a strong goal, I hope to inspire the targeted consumers to achieve great things in the sporting world, increasing sales whilst spreading a positive outlook on life.

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My research into previous Lucozade sport adverts contributed in me choosing this audience, for example the 2016 Made to Move advertisement, was based in an urban area in one of London’s biggest housing estates, and you see how sport brings people together as one, with the workouts being fuelled by Lucozade Sport, conveying the positive impact the product is capable of.

I have chosen the characters that will feature in the advertisement based on the sport that they play, I have contacted a rugby player, footballer, runner and boxer. Each character has their own unique story of how they fell in love with their sport, their skill and desire will be demonstrated through a variety of dynamic visual elements.

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For example, I aim to experiment with new filming techniques such as a first-person perspective using a GoPro on a head mount to build an immersive experience for the viewer as you see the sports being played from the athlete’s perspective. The camera movement is going to be very fluid using a variety of fast and creatively integrated pans and transitions to seamlessly tie the unique shots together. Some creative examples are the inclusion of stabilized pans up and down from the sky to transition into the next location and sport, as well as colour match cuts on black to move into the final scene using a black punch bag and sports bag to achieve this. I believe this will provide a new, fresh style when compared to the current Lucozade sport adverts, keeping the target audience engaged and providing a memorable marketing campaign. The editing will contain a lot of subtle effects to help the movement flow, such as fast keyframe zoom implementations, lighting effects and a fast and effective pace of shots and the cuts between them. A variety of props will be used such as rugby, football, running and boxing equipment and appropriate non-branded sports clothing throughout.

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The audio will include an exciting song for the soundtrack with an inspiring tone, that will cause the viewer to look up and take notice of the advert on screen. I will use foley effects to add a greater sense of realism to the production, such as the sound of the runner’s footsteps on the track and the sound of impact as the boxer hits the punch bag. I will also include a short voiceover in similarity to previous Lucozade sport adverts I have researched, to explain the science behind the drink and how it improves an athlete’s performance, as well as to say the strapline, “Made to Move” at the end of the advertisement.

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I chose to advertise the product Lucozade as I love watching and participating in sport and all the positive physical and mental benefits it provides, I believe I can translate this into the advertisement and inspire more people to get involved in sport and to better themselves. Furthermore, I believe the project will be a success as I have experimented with similar styles and techniques in the past such as first-person filming, dynamic transitions and sound and foley, and I believe I will be able to implement and build on these skills further throughout the production of the advertisement. I aim to improve my filming techniques further through advanced camera movement and angles, focal points and cross-cutting.

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I will carry out primary research techniques such as location recess to allow me to plan thoroughly to maximise my time during filming sessions; audience questionnaires will also be carried out to allow me to target them more accurately through the styles and themes of my production. I have also carried out many secondary research techniques such as research into previous Lucozade Sport adverts to understand the different styles, how they target the audience, as well as the visual and auditorial techniques used.

My cast is as follows: Kobe Calvert (Rugby), Ben Jee (Football), James Guy (Running), Miles Borgars (Boxing). I will be on filming duty using a video camera, GoPro, a variety of tripods and a boom mic. The main filming location will be at my local park which has a football pitch, running track, this is an open for public space so I will have no problems with filming permission, as well as at Miles Borgars’s house for the use of his boxing equipment.

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I may encounter a few risks and problems when filming such as wet ground surfaces due to wet weather, which could cause instability when moving around and setting up equipment. I will ensure the cast and I are wearing appropriate footwear and warm clothing, and use ground sheets for the filming equipment where necessary. There may also be trip hazards such as wires, filming equipment and debris so I will ensure the area is organised and safe for the cast and I before commencing filming. The production will not cost me any money as I am filming in free and open public locations and have most of the equipment required at home already and I will then borrow a boom mic and potentially a better video camera from the college, if available.