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The colour palette includes soft orange, purples, and blues to create a sense of calm and serenity. This reinforces the purpose of the product and intention of the message - creating an association between the two.

The white and navy blue act as contrasts to make text and illustrative features legible.

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The heading typeface is "New Spirit - Regular"; a modern and approachable serif font that engages a younger audience and creates visual interest for large type applications.

The body typeface is "Degular - Regular"; a legible sans serif with slightly stylised features in the counterspaces that make it more engaging than standard sans serifs.

These will be able complement each other on all print and digital applications, and create a coherent hierarchy.

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A fog has formed on a shower mirror as the sound of heavy rain seems relentless and overwhelming. As the rain falls, relatable captions surrounding post-graduate anxiety move across the frame.

Until the rain subsides, and the fog in the mirror begins to clear, revealing the mindfulness self care products to the sound of a calming breeze and natural ambience. Small captions/taglines surrounding the benefits of the products appear and move gently across the frame, as the engaging packaging and features are also presented, calling viewers to engage with the product to improve their mental wellbeing.

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The mind map details five facets of the product and which are most important to focus on in the video.

Three are centred around appealing to the target of the product (University students) and helping them engage wit the video by relating to their feelings of anxiety stemmed from career uncertainty and lowered self esteem. The two other points focus on selling the benefits of the product to Universities who would implement the initiative (including PR benefits and community building etc.)

It may be easier and more concise to focus on one of these target audiences instead of both (which would likely mean needing two separate videos with separate strategies). So, for this assignment, the focus will remain on University students and the benefits they gain from the product, to gauge interest and response.

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Attention:
The video is going to gain attention through a loud, natural sound of rain falling and a fogged mirror - creating intrigue into whether it will clear or what's behind.

Interest:
Including relevant captions that relate to the audience's feelings and anxieties will engage them towards the rest of the video, and with the product reveal.

Desire:
The calming elements introduced after the opening sequence appeal to the target demo's desire for calm and motivation, enhanced by the engaging packaging, sound, tone.

Action:
The call to action guides them towards understanding the overwhelming rut they may be in, and that practicing mindfulness techniques can help them escape. This is presented throughout the video through all design and film elements, specifically calling them to engage at the end.

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Blue Hat – Process:
The product itself will need to be mocked up and filmed/presented as the main focal point of the video. The packaging will need to appeal to the target demo through branding elements such as type and colour. Also looking at inspiration videos and analysing shots/type direction will help in the editing phase of the process.

White Hat – Facts:
Analysing the best mindfulness techniques to undertake during showering/self care processes will ensure the success of the product and remain relevant to the theme.

Red Hat – Feelings:
Like the product itself. the desired feelings that the audience will experience after watching the video is encouragement and positivity. The product aims to increase self-confidence and motivation through centering emotion and thoughts, so creating a similar mood/tone in the video is essential.

Green Hat – Creativity:
Set design and presentation may provide the video a unique look and feel, while staging elements and shots to highlight key features of the products (namely key brand elements and the mindfulness instructions/techniques).

Yellow Hat – Benefits:
As explored before, mindfulness techniques are presented on everyday items (in this case, self care products) to promote every day mental health practices. This will in-turn encourage more positive thinking and relaxation in times of stress and anxiety - with graduating and looking for work one of those times.

Black Hat – Cautions:
The main caution to be wary of is the distinction between an aesthetic product/video and an informational piece. There needs to be a correct balance between the two to promote the benefits of the product while also appealing to the target demo.

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Headspace (2018) "Headpace | Meditation | Brilliant things happen in calm minds". Available at: https://www.youtube.com/watch?v=lACf4O_eSt0&ab_channel=Headspace (accessed 9 March 2023)

Although style of video may not apply (heavily animated, no direct depiction of product), the message of understanding/recognising mental health issues and taking steps towards improving viewers' mindsets is conveyed in an approachable and personable manner. This is a key factor in ensuring the success and retention of Renew's product and message to this young adult demographic.

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Headspace | Meditation | Brilliant things happen in calm minds

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Aga Chichocka (2022) "Skin Care Product example commercial". Available at: https://www.youtube.com/watch?v=otej7WLdPh0&ab_channel=AgaCichocka (accessed 9 March 2023)

Very engaging, vibrant video displaying products. This is an approach that Renew's video could adopt to engage the 21-25 target demographic towards the product, while implementing metaphorical themes/technique and initiative information evidenced in the first video. Use of upbeat and energetic music work well with the brand - calming music could be utilised in Renew's video to reinforce the message and product purpose.

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Merrell (2022) ''Find the More in Less. Let's Take the #SelfCare Industry Outside". Available at: https://www.youtube.com/watch?v=HOaXQN5tUHs&ab_channel=Merrell (accessed 9 March, 2023)

Great pacing, shots, and effective use of direct voiceover to convey notions of natural therapy to promote the product/brand. Although women focused, the video highlights relevant themes of seeking simplicity. Renew's video should take inspiration from the metaphorical descriptions and themes, though show the specific product and possibly detail the techniques in a bit more detail.

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Find the More in Less.  Let's Take the #SelfCare Industry Outside. | Merrell

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What are the ideas/feelings of the target audience that must be conveyed/solved through the video?

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What are the ideas/feelings of the target audience that must be conveyed/solved through the video?

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Delzell, E 2021, 'Post-College Depression: Why You Feel Lonely.' WebMD, accessed 9 March 2023, <https://www.webmd.com/depression/features/post-college-depression>

Many graduated students endure a sense of loneliness, isolation, misdirection and confusion, though struggle to identify the specific reasons as to why. Instead of solely being in a different environment or losing a part of their life, there are a range of factors, if articulated and explained, that could help clear up some of this confusion and open the door to accepting a remedy. These factors may include; "feel[ing] pressure" from themselves and others, their "vision" of post-graduate life not matching expectations, and their "social life" and "friendships" changing.

Stamp, C 2021, 'Post-university Depression: Feeling Lost After Graduating And Getting Found (Again)'. Plexuss, accessed 9 March 2023, <https://plexuss.com/news/article/post-university-depression-post-graduation-blues>

A key notion discovered through this article and other readings is the thought of "what else?" after completing study. This idea is broad, but applies to many common feelings of post-grads; what else is there to this part of their lives? What else is there to do to point themselves on a better path? What else is there to do to reduce this anxiety and confusion? The last question is one that can be answered and should be conveyed through the promotional video and product.

Adams, O 2022, '12 Positive Ways to Deal With Post-Graduation Anxiety'. Career Contessa, accessed 9 March 2023, <https://www.careercontessa.com/advice/how-to-deal-post-grad-anxiety/>

This article details a range of methods and mindset shifting practices that may aid in reducing anxiety and depression in directionless graduates. These are quite common pieces of advice from researched articles and include; stopping compari[sons] to other people and their lives, focusing on the "present," and not "neglecting body and mind." The point of difference for the chosen product and message, is that it focuses on the last point, though delves deeper into simple mindfulness techniques and their benefits. They are actions that can be taken without thinking too much about situations or existential/philosophical ideas, and the video must convey this.

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The product is a tool to help graduated university students improve their mental wellbeing and outlook on their situation through simple mindfulness techniques in a mundane activity (showering, cleaning). The product itself must appeal to this demographic in order for the students to engage with the activities.

Graduated students
Age range: 21 - 25 year olds.

Invested in social media platforms and online social interactions for information, entertainment, and self-development platforms.

Stimulating, pop culture content is preferred by this demographic when engaging with quick advertisements and messages, though there is a growing interest in long form pieces such as podcasts and documentary series' that detail personable characters and relatable themes.

The content can "enrich" this demographics lives by providing instructions to simple, everyday mindfulness techniques that can be conveniently practiced. Improving their situation outlook and centering their thoughts and feelings can improve their mental wellbeing and induce more positive actions.

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Some university students feel isolated and directionless once they graduate and leave the comforting environment. Helping to improve their state of mind and outlook on situation may guide them on a path towards potential life/career objectives.

Renew is a set of self care products with mindfulness instructions attached. Through an everyday, mundane activity such as showering, these techniques can be practiced without distraction, allowing for maximum benefits. They are provided by universities to graduating students to encourage these mental health practices, and foster positive outlooks and motivations.

The message is for students to engage with the products and to consider mindfulness/mental health techniques in order to regain motivation and find a sense of purpose post-graduating.

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1. Promoting hands as a tool for good
2. Promoting hands as a tool for humour
3. A tote bag that doubles as an umbrella
4. Encouraging social interaction vs antisocial-social interaction
5. Advocate against typeface discrimination
6. Advocate against haircut discrimination
7. Whiteboard loneliness
8. Promoting Hutt St Centre
9. Promoting Walk-a-Mile event
10. Streaming service with mental health services in-built
11. Self-care pack with support messages
12. Self-care pack with meditation instructions
13. Self-care pack for graduated university students
14. Double analogue vinyl player - mixing two records
15. Publishing company focusing on courageous stories
16. Publishing company focusing on autobiographies of social leaders/icons
17. Promoting music therapy for children
18. Promoting music production for occupational therapy patients
19. Program where artists can develop song with aspiring child/producer with learning difficulties.
20. Promoting occupational therapy services
21. Video highlighting importance of empathy towards learning difficulties
22. Emphasising balance of individuality and inclusiveness
24. App that promotes social togetherness
25. App that encourages social interaction through social isolation
26. Random game session app - reducing monotony in workplaces
27. Promotional video for Foodbank and companies who donate
28. Interview with volunteers and their backstory - fostering empathy
29. Promoting computer/device usage for learning disabilities
30. Music beats for heartbeat regulation
31. The duality of water (personify) - not wanted in privileged countries vs longed for in third world
32. Personifying the life of a guitar - advertisement
33. Sustainable winemaking and vineyards
34. Increased eco-awareness at Mercato, food retailer
35. Promoting brand values and objectives through illustration
36. Mercato partnerships with Vinify and Secco Fine Foods - collective objectives
37. Healthy eating and cultural differences
38. What togetherness looks like in different countries
39. Family history of Mercato and next generation
40. Origin story and migrant adventure of Mercato founders
41. Regional inspiration behind bar menu and ingredients
42. Italian wine education and regional differences
43. Confectionary producer stories and relationships with Mercato
44. Migrant stories from different cultures - condensed
45. Migrant importance and value to modern Australian society
46. Snapshot of international food influence in modern cuisine habits
47. Rise/importance of branding in hospitality industry
48. Workplace relationships and fostering better connections for better outcomes
49. Finite business mindset vs infinite - ethical decision
50. Education being taken for granted - a privilege
51. Metaphorical fly on the wall reminding of fortunate situation - perception
52. Circular staged music festival - causing interaction
53. Interactive title sequence for interactive movie
54. Promoting design as a tool for good
55. Promoting design as a tool for humour
56. Highlighting the importance of considerate design
57. Design in different formats and their strengths
58. Cultural design and the impact its had on a country's history
59. Artists and their stories - how life art imitates life
60. How life imitates art - coincidence or thoughtful?
61. Art sessions for therapy - creative outlet for built up feelings of angst
62. Artistic expression and benefits on mental health/identity
63. Promoting tattoo artwork for an activist movement
64. Clothing and fashion that counters fast fashion
65. Using fashion and printing for an activist movement
66. Engaging students towards participating in Uni design show
67. Engaging student towards joining student clubs/associations
68. Promoting lecturer/student events for charity fundraising
69. Conveying importance of basic art methods in modern design practices
70. Encouraging still-life art classes to improve digital designer capabilities
71. Promoting safe volume levels and driving for teenagers
72. Advocating for less palm oil use in food products
73. Encouraging safe conservation and land usage
74. Education of land origins and progression
75. Promoting the importance of mental health and effects on physical
76. Promoting the need for aged care workers - specifically in dementia sectors.
77. Advocating for plant based/renewable materials and packaging
78. Advocating for safer work practices for miners and on-site engineers
79. Advocating and providing the facts/benefits of a three day weekend
80. Rebutting the claims for a three day weekend

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Record your initial thoughts and feelings about the course and this task. 

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Record your initial thoughts and feelings about the course and this task. 

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Eager and excited about the course - seems very interactive and inspirational (encouraging us to consider issues or products we'd like to focus on, offering creative license while learning about multimedia platforms).

I have dabbled in video editing, though not extensively, but through the past three years of study, idea generation has been a focal point.