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Project Brief
The Brief
As discussed at the initial client meeting with Jason Wilson on the 31st of October 2018, your company: ‘Burlingtons Hair Salon’, would like a 60” to 90” promotional video to use on your website and social media page. The objective of the video is to promote and reflect that you are a high end, stylish and classy business and have a close relationship with brands such as GHD, Wella and System Professional. In the video, you would also like to include a range of services you provide to your customers such as makeovers, colouring and cuts. The video is to be aimed to gain brand awareness towards the 25-55 age demographic, appealing to both male and female customers.
Target Audience
In the meeting we discussed how your clients have a wide age range ranging from children to elderly people, however you wanted to focus the video on the 25-55 age demographic as they are the most regular clientele you have visiting the salon. The aim of the video is to appeal to the chosen audience age range, to gain more custom through demonstrating the type of business you are and the services you provide and sticking with the correct tone and style.
Distribution
Due to the intentions of the video being published on your website and social media the format of the video will be a H.264 file, this will allow you to easily distribute the video wherever you may need it. There will be one final edit sent to you via a Dropbox link or SD card, which ever is more convenient at the time of completion. In addition, any individual footage will be available on request.
Considerations
> I would like the high resolution files of your logos, to be included in the video.
> Filming of the video is suggested to start around January time due to the timescale and current time of year, considering Christmas decorations and avoiding dating the video to allow it to be more generalisable and appropriate for publishing on your website.
> I would like to film on both a busy day and a quiet day (2 days of filming if possible), to get both the atmosphere and the important close up shots without being a health and safety risk to your customers.
> If possible, permission to film customers and staff would make the filming process a lot smoother, if any specific customers would like to be filmed this would be great for the close up shots. In respect, any customers not wishing to be filmed then I will need to be informed on the day of filming.
Ideas
The primary message of the video is to show how you set yourself aside from other salons in the area, showing reasons why Burlingtons should be everybody’s first choice.
Incorporated in the video I wish to include shots which show the services Burlington’s provide, this may include shots of blow drying, cutting hair, colouring and washing. With possible shots of the makeup services also available, we can ensure that the target audience are also informed that Burlington’s don’t just do hair. I plan to use a lot of slow motion and close up shots throughout the video especially demonstrating these services. To also give the video contrast, I would like to include interior shots of certain interesting objects around the salon such as signs and feature walls to demonstrate the atmosphere of the salon.
Without over complicating the video, I plan to also include some shots of the products you sell by the 3 brands GHD, Wella and System Professional. However, I feel like this would not be the main selling point of this video and therefore I would rather only touch upon them instead of trying to bombard the audience with lots of information. This is able to change if you think that including the products would be more beneficial to the video.
Below I have provided links to videos which have currently been considered during the idea process to set the style of tone of your salon’s video.
Audio
Throughout the video I plan to concentrate on the visuals more than the audio, this means that audio from the film footage is not going to be used in the final project. This is particularly important to note to customers who don’t want their voice being recorded on camera.
Music is going to be very important in maintaining the style and tone of the video. After completion of the editing process a selection of music can be provided to pick from to complete the overall project. I can also provide multiple versions of the video with different music pieces. Please note that any music suggestions for the video must be royalty free.
Link to original document:
-Joshua Poole- 