LO3: Meeting Rules and Regulations

I have ensured that my article follows the IPSO (an organisation who modertaes press standards in the UK) Editor's Code by thoroughly researching the exercise tips and informtation I included to ensure that it's as accurate as possible. I did not use hyperbole or misleading information to encourage people to take up the sport (i.e. promising X or Y would happen if they joined), instead explaining the merits of rugby to connote the importance of the information without misinforming or exaggerating, mainly done via interviews and image connotations. To this end, I made sure that the information both in and out of interviews were opinion - conjecture, and not fact, by suggesting instead of telling via the peer to peer mode of address.

In addition, I'm also adhering to the IPSO Editor's Code by writing about a subject that is in the 'Public Interest' - the health and wellbeing of the public, specifically the teenage girl population and how rugby benefits them. But I also considered the guideline to take into account the proliferation of sport sources that are popular at the point in time. To do this, I used the opinions and advice gathered from a variety of people, players similar to the readers, rather than my own knowledge, to ensure that the information, while not exclusive to the article, is shown and collected uniquely to not saturate the subject any further.

As my article is designed to appear online, I'll take into account W3C's regualtions as well. To make my article accessible and easy to use, the links provided for social media profiles and websites of experts are explained and go straight to the desired, safe, location.

The information I gathered is all from people collected via agreed interviews, so I did not use subterfuge or other nefarious means to gather such information to be used. This complies with IPSO as any information used was allowed to be used.

Regulations by Gultan and Ruge were also considered - for example, 'Unambiguity' was considered, as the target audience is not informed about specific info or jargon none was included, instead, opinions were expanded upon to make it accessible, as the readers may not understand the context surrounding a quote unless explained.

As a percentage of the players were under 16, I complied with the ASA's standards surrounding children in the media. I did not force any players to go anywhere or talk to anyone, as I attended their events and games to gather images and to interview. and I contacted the coaches and players to gain permission before doing so. Action or physical activity was shown purely in a game context, and I did not encourage viewers to copy these actions outside of this context. In fact, I did not glorify the physical activity at all, for example citing quickly in the video to not show the full extent of the action, to guarantee this.

In accordance with the AS and Ofcom's ruling on advertising to children (under 16), which my adverting campaign does as the target audience partly cover this, I have ensured that my adverts do not encourage children to be in a position where they can harm themselves, or go to dangerous places or meet strangers. I have ensured that my adverts are not targeting vulnerable members of the audience a wide range of girls from a variety of backgrounds, not focussing on any that would be impressionable etc. Although my adverts encourage people to join, this is mainly through connotations, and so I have not made people feel like that have to join out of duty or loyalty, which is again an ASA code.

In my poster advertisement I state 'MEET YOUR #innerwarrior'. Although this has connotations of a slim and fit individual, I have included girls of a variety of body types in all advertisements to ensure that this is not encouraged - all body types can play, and they shouldn't have to change their body.

LO3: Social Media Promo Video + Survey + Banners

https://youtu.be/6Y1NGcWtp-A


https://www.surveymonkey.co.uk/r/WYGBFSG


http://imgur.com/gallery/Ofmqn

LO3: Long-Form Video

https://www.youtube.com/watch?v=da_a3s7ekis

LO3: Analysis of materials in accordance with the client brief

All 3 parts of my advertising campaign meet the specification of the client brief. As the purpose of the campaign is to encourage people who see the adverts to join Sheffield Swans Rugby Club, I placed their contact details at the end or in all pieces of work, as well as telling the audience who specifically the advertisement is for (e.g. by including the Sheffield Swans logo at the end of the long-form video). As a result, this meets the client specifications.

In addition, as part of the encouragement to getting the audience to start playing rugby is by showing the game, I included many shots and video that highlighted all parts of the game (most evidently shown in my social media video), and the reasons for playing (long-form and poster), which as a result complies with the ideas of the client as it will encourage people to join the team.

L03: Advertising Standards

ASA and Ofcom

In accordance with the AS and Ofcom's ruling on advertising to children (under 16), which my adverting campaign does as the target audience partly cover this, I have ensured that my adverts do not encourage children to be in a position where they can harm themselves, or go to dangerous places or meet strangers. I have ensured that my adverts are not targeting vulnerable members of the audience a wide range of girls from a variety of backgrounds, not focussing on any that would be impressionable etc. Although my adverts encourage people to join, this is mainly through connotations, and so I have not made people feel like that have to join out of duty or loyalty, which is again an ASA code.

In my poster advertisement I state 'MEET YOUR #innerwarrior'. Although this has connotations of a slim and fit individual, I have included girls of a variety of body types in all advertisements to ensure that this is not encouraged - all body types can play, and they shouldn't have to change their body.

LO3: Development of Products - Long Video

General Shot Plan

First Shot - 2+ members of the team meeting to train - greetings, conversation etc. Taken from afar (long/medium) shot with conversation indistinct, only the friendly tone gets across

Second Shot(s) - Compilation of players hitting tackle pads and tackling each other (quick cut from various angles, lasting 1 second tops)

Third Shot - Group shot of the team laughing together while drinking/having a break

Fourth Shot - Medium shot of specific pair talking in the group, laughing or doing an emotive action

Fifth Shot(s) - Compilation of players doing line outs and scrums (quick cut from various angles, lasting 1 second tops)

Sixth Shot - Players talking while standing in a match position (long shot to get all the people standing along the line)

Seventh Shot(s) - Compilation of players playing a game (tackles, passes, impressive runs etc) (quick cut from various angles, lasting 1 second tops)

Eight Shot - Final shot of people saying bye (extreme long shot to show people working away), title graphics appear halfway through shot


Location Planning

I will use the Abbeydale Sports Club, specifically the top pitches, to film my long form video. This is for a number or reasons:

The pitches are isolated, with mainly woodland and a few houses in the background to encourage the themes of isolation in the film. This also serves from a practical standpoint, as there will be fewer/no interruptions or distractions to slow production on the film.

The club is the main training location for Sheffield Swans, my client, so using the most realistic locations possible would be effective in getting a realistic look at the teams resources. Also, people in the local area recognising the club may encourage them to pay attention to the message and join.

I am familiar with the location and people train their regularly, so it's unlikely that there will be health and safety issues or other planning issues that would stop production.

Contingency Plan

The Ringinglow Sports Ground is by contingency location (incase of games being played, pitches being attended to etc.), as it has a rugby pitch similar in location and size to Abbeydale, so the aimed look for the aesthetic will be similar.





Long Video

Narrative of a girl progressing through rugby, like previous idea, and finally achieving a tackle or pass etc. Shows empowerment of the girl through rugby

Rough shot plan:
Extreme long shot of girl walking down the street, girl in centre of screen, grey skies above in a lower middle class area. Girl carries sport equipment with difficulty
Cut to long shot of previous shot, focussing on difficulty she has carrying her bag
Cut to girl arriving at rugby practice etc etc

I planned the video via a storyboard, listing parts such as sound, location and actions for each part of the video. This gave me an accurate idea of how much I needed to film (so dictating how much time I could allot to film), what weather I needed (thus dictating when I film) etc.

Editing

At first I started by organising all of my assets into separate bins, to make the creation process quicker and easier as I knew where everything would be. Also to avoid clutter and save time looking through bins, I also had a 'Used' bin for clips I wouldn't include again but already used. And due to time limitations I had shots of two different days from two different locations - so the 'Spare Day Shots' was used to place all the shots from the day I was unlikely to need, but included in case of technical failure (something on lens etc.).

After this I started organising my timeline, making subclass and placing shots in accordance with my storyboard to create the short piece. This was a rough cut, without effects, LUT, or transitions to set the pace of the video.

This is the end result of the video, finishing on exactly 15 seconds long. I separated the music into two separate parts to more easily arrange, as at the point of the cut was the uplift in the song that needed to be in a certain place. I only included music, no ambient noise, to indicate that the player is alone, connotations of which are already in place by the content of the video.

I separated different video clips onto separate layers depending on their content, so I can more easily organise and arrange them as I know that clip is where quickly. A compilation was implemented in the video, shown towards the latter half, indicated by short cuts.

To gain the required effect I was aiming for, I used a Lumetri Preset (SL Blue Moon (Canon7D)) to add a cleaner look to the film. However, I also added a LUT below when finishing and exporting my project, as the bleaker, darker look combined with the clean look of the video effect created the desired themes of hardship and loneliness I was aiming for.

https://www.youtube.com/watch?v=da_a3s7ekis 

LO3: Development of Products - Campaign Poster Creation Process

This is the photo I chose for the poster of my campaign. This is because the girl in focus takes up a large part of the image to attract the audience's attention, while the out of focus background it suitable for text and to provide the 'teamwork' connotations of the sport I want to show.

To make the image more attractive, eye-catching and to make it mix with the upcoming design, I used Adobe Photoshop to edit it, making the blacks more prominent, other colours more vibrant by increasing the contrast and saturation, and adding an  effect to make the shot appear dramatic and attractive.

I then used Adobe InDesign to start the creation of the poster. Using the materials my contact provided, I used a black bar at the bottom of the poster to place the text and logo on, as this would contrast the best with the white of the text and image, while also looking informative and professional.

After placing and adjusting the text to bring the priority information to the front (i.e. the target audience - Y7-13 Girls, and the message Twitter hashtag), I separated the other information which is important but less eye-catching into boxes or above, in smaller text to give the priority to the aforementioned vital stuff.

However, I felt that the boxes weren't effective in conveying the message I aimed to get across, that rugby is easily accessible and freeing. Because if this, I moved the more important info upwards and larger, while other info such as where and contact details were below a separating line, which I included to fill a void and give the appearance of an official document, making it look more important. Also, moving 'Y7-13 Girls- in front of the message gave the impression that the message was directed at the audience, which it is, and as they are side to side it makes it appear more like a story, left-right.

And finally, I increased the size of the 'Meet your' section of the masthead, as well as capitalising it, to make it more eye-catching, and going larger-smaller as the text goes down the page draws the eye downwards to the image and important information after looking at the main attraction.

LO3: Development of Products - Social Media Video + Survey + Banner

To do

• Find sound effects - girls laughing and talking, swooshing transition noise

• Side by side screenshots before and after colouring
• Showing titles and brand consistency in house style

I created two sequences in this project to test two different ideas for my video out. However, both videos would have 'Talking' and 'Action' sections, so for this I used Adobe Bridge to rate the shots, then bring them into Adobe Premiere section out into different bins, to make the creation process easier as all the shots I needed were easily found and sifted through.

This is the process in which I created my timeline for the project, and so the video. Using the bins, which I made previously, I separated different parts of video together to get the feeling I wanted for the video. Long scenes at the beginning and end brought the overarching primary theme of teamwork and fun to the forefront of the audience's mind. The second part of the video was fast paced action shots. To get the wanted feel for this, I mainly included medium - close up shots, with fast camera movements and popular actions such as tackling or rucking (parts of the sport people are attracted to). Initially I had these shots playing for less than half a second each (0.2 seconds), but I decided that while this set the pace I wanted to show the audience the contents in more detail, so I made the clips longer to show off the action, which this segment was all about as it was before the 'Fast' title. Building on this, the next segment showed longer shots of action, however, these scenes showed off the highlights of a match, to show the audience in more detail what rugby is about. And finally, I ended on a blank screen with the required information shown on titles, played for long enough for people to note down or remember so they can pursue the links if interested.

Although I wanted to create the image that although rugby is action-packed, it's a sport for 'real', everyday people, I chose to colour the video to make it stand out more and appear more vibrant and attractive, while not being so loud and bright that it detracted from the scenes. After searching, I decided on SL Clean Punch HDR (Universal), because it subtly lightens up the shots and makes the colours pop, without being to obvious.

I used an upbeat, happy guitar song for this video, to show that rugby is a socially oriented sport which the song connotes, although the fast tempo and rock undertones do also connote action which is also included.

I chose not to use a LUT for this video, as I wanted to connote a real, clean theme for the video, as it focuses heavily on teamwork and community rather than a cinematic, action-packed experience. 

https://youtu.be/6Y1NGcWtp-A

I chose to keep my survey short - only three questions, as this will be distributed in conjunction to a video on social media - so people will want to spend as little time as possible on a survey. Because of this, I only addressed the key issues, how successful the video was (info I can take into account for future projects), will it be distributed, and was it successful.

This was the set up for my banner. I used standard sizes for social media banners, 800x320, the measurements irrelevant as it can be scaled in the programme, as it's the appropriate size for the places on different social medias. RGB colour was used as it's a solely web creation, and RGB is the preferred colour palette for web opposed to CMYK, which will create a more professional look.

These are the two images I created to be combined for my banner. The first one to appear, featuring the rugby ball and the hashtag #innerwarrior, is effective as it conveys the subject, rugby, and the purpose which is to share the hashtag.
 The second simply shows the necessary information required to join the sport, or at least contact for more information, which is the purpose of the campaign.

I imported the images of the two banners to Adobe Photoshop to layers, so I can import them to layers in the timeline to create my gif.

This is the sequence used for my gif, short and simple with two alternating frames to show the information and the hashtag to be used clearly and easily.

I exported the gif in a .gif format via the 'Export to Web' option in Adobe Photoshop as the banner's purpose is to appear on the web.

I made the banner simple, two frames alternating every 2 seconds. This is because the information is the primary attraction/purpose of the banner, and as a result I didn't include large effects that would detract from this.

LO2: Material Analysis - Poster

LO2: Consistent House Style

For my campaign, I will create a consistent house style by:
Using consistent colours throughout - mint green, orange, black and white
Graphics/Images - I will continue to use the Swans Team Logo

LO2: Campaign Release Method Gantt Chart

For my campaign, I would use the complete release method. This is because, as the product is a sports club, attraction and interest would need to be gained quickly so people have as large a window as possible to join the club. In addition, as nothing is being teased, it would make sense to release everything so as many people can see it as possible.

LO2: Legal and Ethical Issues for my advert

My advert is similar to the British Army advert  - in that it shows action of the service, in order to attract people to the sport.

Similar issues I may need to consider is warning the audience of the risks associated with the sport, as it is inherently dangerous. I can do this by providing a warning on the advert that there is risk, for example by providing a note at the bottom of the video saying this. Also, providing web and social media links in the advert, to better inform the audience, would be needed.
Another issue to consider it that brand logos and names may be filmed, for example Canterbury scrum caps etc., which would go against the regulations set in place as Canterbury doesn't endorse the advert. To avoid this, I will make sure to edit out and brands in the advert.

Complained Advert - MoneySupermarket.com advert

The advert featured a bodyguard 'Gary' dancing. Some people found his dancing overly sexual and so shouldn't be shown before the watershed.

The legal issues associated with this would be the ASA's standards concerning sexual content.

Ideas for gaining feedback from my target audience

Interview - Bring a copy of any product to the interview for them to assess and discuss

Online Questionnaire - Create a questionnaire for the product, to post on their social media profile


Planning

Interview - Write down questions, and then talk to up to 3 people after the match, to get a varied opinion from many people.

Questionnaire - Use the team's social media profiles to post the questionnaire on, to reach a large audience of players and people interested in the sport, which are as a result more likely to be of the target ages, genders and ABC1.

Wednesday 4th January Lesson overview

Added to questions/script

Planned storyboard

Added to poster plan

To do:

Create poster

Create video