Lucozade Evaluation My starting point was to research my chosen product in order to know it well enough to develop a variety of ideas with which to promote it. I chose Lucozade because I already knew a lot of the benefits you can get form it and also thought I could make a great advert out of it because of my self taught skills that I have been working on outside of college for example working around a DSLR camera and experience with certain pieces of equipment such as tripods and lights. For my primary research all I had to do was find out what flavours people like the best in a survey I made using Google documents to record my answers. For my secondary research I decided existing Lucozade adverts for inspiration and to look at the strategies they included within their advert. I was aware that I wouldn’t have anywhere near the budget that they have for the professional Lucozade adverts so I would have to work around it with the money and equipment I had. I checked up the history of Lucozade for inspiration and to see how they started off as a brand to get a better glimpse of the of the brand image and a few more thins about their adverts along the way giving me a much better understanding of the kind of commercial I needed to be making. I generated an idea for my advert after looking at a various amount of adverts on the Internet not only from Lucozade. From the research I put together I released for my idea I would need to incorporate Lucozade as a source of fast energy and also involve something that everyone needs to make it stand out for example Lucozade can be used for early morning wake up drink in replacement of tea & coffee. Started my planning by sketching down interesting scenarios into a storyboard. I storyboarded what I expected my commercial to turn out like and tried to keep the same examples used within in it matched to the research I done. The risk assessment helped me when filming as I needed to identify the hazards that could occur whilst filming as if anything went wrong within the production I might not of been able to film for a while afterwards as I was new to filming in such a confined space. Due to my budget not being as high as the ones of professional Lucozade adverts I had to keep track of my budget on paper market off equipment I could use and ones I couldn’t before production had started giving me a head start in figuring out shots and scenarios because I know what I have to work with. Went on a scout for different areas I could film an intro at, and due to it being filmed around the snowing times I was able to find cool scenarios that made well for long shots. By gathering information from my survey and research I was able to determine what flavour Lucozade I should promote and what people think of Lucozade when they see/taste it. I was able o determine what audience I should aim my advert to (mainstream teenagers to young adults in their 20s). I started off my day of filming by picking up the specific product from my local supermarket. The product chosen was Lucozade Energy original was currently on sale and featured a sticker on it, which I knew would help in my
advert, as the audience will see Lucozade as I knew I was exploiting avarice, the desire to get something for nothing or for additional value. The location of filming was a cramped bedroom so instead of using lighting on stands and mounts, I used a portable LED light instead of PAG light due to LED lights are not able to heat up and not having to turn it off for it to cool down. I used the LED light for direct contact with the subject being filmed, which could sometimes cause a vignette that enhances the focus of the subject that could also ruin the shot intended. Filming took us around 2 hours to complete due to the constant re-shooting of some clips to get the perfect lighting and angles this is where my planning came into place to memorise what shots I needed so that when I look at the planning sheets. We started late and went into the night for the second half of the filming when the commercial was set in the morning. I had a bottle of Lucozade and a competitor’s product ready to use before we started filming which gave us a head start in getting filmed straight away. When I was looking through my footage I decided that I needed to reshoot certain shots that were very unsteady so I decided to record shots that I could do myself at home in my bedroom without my hired actor involved. I used a variety of different angles to get a dynamic shot of the bedroom making it seem like a bigger space than it actually is and also including medium shots to show what’s around him whilst still showing the details of the face, close ups to enhance the expressions on the actors face and extreme close ups to show the motion of the actors eyes. I Liked my edit a lot I spent quite a while cutting and correcting shots to get it to connect with the narrative of my commercial but I could see many flaws in what I ad done. From the feedback I received I noticed even more flaws that needed correcting. After all the response I received I realised most shots were not up to par with what I could do with my editing skills so I planned for a reedit. In this re-edit/final piece I shot more footage to ensure it was steady which makes it more pleasing to the viewers’ eye. The best shots in my advert would be the extreme close up of the eyes because of the dramatic aspect ratio closing down to show only the eyes squinting and the shot where it is split screen because I rarely see split screens in adverts so I think that made the commercial unique and memorable. Few shots didn’t work well such as the shot where the two drinks are side by side because you can barely see what the product is. I had to trim various shots down which made a big difference to the pace of the advert and colour graded/corrected every shot to give it a cinematic feel with vibrant colours and vignettes. In all I believe this advert went well as I used a range of skills to complete and was able to learn from my mistakes and correct from it