what does it mean to you?
Chloe Brewer
CONTACT +447565408465
EMAIL chloe.brewer@me.com WEBSITE www.chloebrewer.co.uk SOCIAL @chloedoescreative
Article One
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Article Two
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1. Brief Article Three
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Page 6–7
Article Four
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2. Context
Page 8–11 Article Five
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Big Idea Article3.Six page 2
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Article Seven Article Two
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4. Creative Concept Page 18-30
5. Final Execution Page 31–38
Brief
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What does La Marzocco mean to you? Create a 1 Minute Video for Instagram showing the La Marzocco, and speciality/hospitality coffee scene, within a town/city of your choice.
www.uk.lamarzocco.com
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Context La Marzocco, founded in 1927 by the Bambi brothers, has traditionally specialised in producing high-end hand crafted espresso coffee machines geared towards excellence, a quality cup and style.
‘La Marzocco has always been about obsession.’
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What does La Marzocco mean to you?
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What does La Marzocco mean to me?
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2. Context
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The Big Idea ‘People love full sensory experiences and many of us are driven to change by kinaesthetic experiences [actions, textures and feelings], auditory [sound] experiences, and some use a combination of some or all of these representational systems.’ Anne Miles, Suits&Sneakers, 2019.
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ASMR, or autonomous sensory meridian response has been around for a while although you may not know it. Infact there are ‘51 million ASMR videos on YouTube.’ (Tehrene Firman, Well and Good, 2019.) The purpose of the videos it to trigger that tingly sensation in your body through stimuli such as whispering, repetitive sounds like tapping or chewing. Emerging as a new trend in advertising for 2019 as shown by the Michelob Ultra Super Bowl advert designed to trigger ASMR. ‘The new trends are leaning more towards customer engagement’ (Brian Yount, NuStream Media, 2019).
Above: ASMR, YouTube, 2019. Above Right: Michelob Ultra Commercial, 2019. xiv
3. Big Idea
The advert features actress Zoe Kravitz alone on an island with Michelob’s new light beer that she clacks her fingernails on the glass bottle, pops off the top with a satisfying click, listens to the bubbles fizz, and smiles serenely. The advert viewed by 100 million viewers uses sounds and senses to connect with the consumer on a deeper level.
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Our responses to ASMR has been studied by scientists who have used MRI machines to see the reactions in peoples brains. One small study seemed to show that the brains of people who report ASMR seem to fire differently, with areas related to reward and emotional arousal showing more activity. ‘The brain regions activated during ASMR are similar to brain regions activated during affiliative behaviors like bonding and grooming’ (Craig Richards phD, Brain Tingles, 2018). The ASMR YouTube genre was birthed in 2015 by the popularity of the channel ‘Gentle Whispering.’ The channel’s creator, Maria, started looking for videos featuring soft, somehow tactile, or otherwise immersive sounds that would soothe her. She gave shape to the early online community around ASMR, which now includes all sorts of things: whispering, scratching, gargling, using a hair dryer for hours on end. ASMR has slowly been moving closer to the mainstream in the past few years, in 2016 W Magazine launched a new YouTube series in which A-list celebrities explore ASMR. The success of the videos is shown in its millions of viewers, their latest video featuring Cardi B has reached over 17 million viewers. ASMR is one of the fastest growing social trends in the last two years but it is just the start of ASMR being used in marketing. Its emotional connection with the audience is so far proving to be a successful new tool in advertising.
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3. Big Idea
Gentle Whispering, YouTube, 2019
Cardi B explores ASMR, W Magazine YouTube, 2018
‘The format of ASMR videos allows you to deliver product benefits in a pleasant, calming way, something a TV spot or print ad doesn’t always succeed at.’ Della Mathew, Adweek, 2017
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Creative Concept Using the power of ASMR to show the connection between coffee and its drinker whilst subtly promoting La Marzocco.
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‘In the United States 69% of adults drink at least two cups of coffee a day. Humanity’s experience with coffee doesn’t begin and end with our morning thermos though – where there is culture, coffee culture isn’t far behind.’ Mark, The Merkle, 2019
Common Room Roasters, Newport Beach California, 2019 xx
4. Creative Concept
Common Room Roasters, Newport Beach California, 2019
Filming Location: Common Room Roasters, Newport Beach, California. Common Room Roasters is a specialty coffee establishment inspired by the sensational Melbourne coffee culture. They take pride in roasting and brewing the coffee providing their consumers with an incredible sensory experience from bean to cup.
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Final
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Execution ‘A sensory experience’
The preparation and consumption of coffee is a complex multi-sensory experience, it combines the senses of vision, smell, taste, and touch. La Marzocco plays a hugely important part in the coffee making process, whilst we can’t use film to convey smell we can use the technique of ASMR
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to tap into the viewers natural senses, naturally creating a feeling of wanting to know more. The short film I have created allows the consumer to engage with La Marzocco on a new, deeper level showing the sensory experience that is created through the brands products.
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Bringing my big idea to life by filming it at Common Room Roasters in Newport Beach, California. A coffee shop I personally love for its relaxed vibe and delicious coffee, served by true enthusiastics that care about their craft. The owner and his team take pride in roasting and brewing coffee to a high standard, using the freshest beans from all over the world. The concept of my video hopes to communicate the incredible sensory experience created by their on site roastery and brewing the perfect cup of coffee using the help of La Marzocco.
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5. Final Execution
Behind the Scenes, Common Room Roasters, 2019
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5. Final Execution
Social Media Mock-ups, Chloe Brewer, 2019
Instagram Video (54 Seconds): The Sound of the Perfect Cup of Coffee Facebook/YouTube Video (1 Minute, 22 Seconds): The Sound of the Perfect Cup of Coffee Password: coffee
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The Sound of the Perfect Cup of Coffee Still, Chloe Brewer, 2019
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