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I think I will be using the font in bold 700 for the video as it's thick enough that it won't get lost on top of the video clips and it enhances the playfulness of the font while having a sense of seriousness to it.

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This is my chosen font. I feel like it has that element of professionalism but it also looks a bit rustic and simple. It is not as harsh with all straight lines, and each letter's curve ties it into Topiary's font, but it's not the same as what I wanted. Something similar but different.

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This font was a bit better as it didn't seem too formal to me. However, I didn't like the spacing of the letters and it just looked a bit too normal. I wanted something different but also had a sense of formality and this wasn't it.

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This was one of my first choices. It was bold so would stand out and is easy to read. The straightness of the letters makes it looks professional and formal but to me it just didn't fit the homely, rustic aesthetic I want to be prominent within my video.

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Adele who is one of the owners of Topiary is my old boss getting in contact with her was easy. We do keep in touch over messages which made the process of asking her simpler on my behalf. In a professional sense, this is unprofessional and an email would have conveyed that sense of professionalism, but as we are friends, sending an email would have seemed odd and it felt a little impersonal on my behalf.

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I want to convey the tone of trustworthiness. Promoting a sense of family but also excitement, compassion and welcome. The intent of this is to make the audience feel as though they are welcome within the business. To show how much Topiary values its customers and wants them to be a part of the business itself.

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Inspiration for the colour palette was taken from Topiary's two logos. I did this to include the brand within my video. That way I believe it will all look cohesive and be recognised as topiary through the colours

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Using the complimentary colours of orange and blue and combining them with the middle colour has allowed me to create my colour palette. As mentioned previously orange will be used as a background when editing but I will also incorporate blue into the editing style. The middle grey will be used for text and stands out and won't get lost in a frame with multiple colours.

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This combined colour palette allowed for both warm and cool tones that can be used in different parts of the video. Using the complimentary colours of orange and blue, the warmer orange and brown shades can be used as

backgrounds whereas the blue and grey shades will be used for the colour of the font.

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This colour palette is cooler tones. Which gives an uninviting, cold shoulder feel. I do like the greyer colour or blue on the right end. I feel that with bold lettering either colour wouldn't get lost over an image

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This colour palette looks more rustic. It has a lot more warm tones making it feel inviting and cozy. However none of the colours stand out, I feel as though they would get lost over an image that was multiple colours and the first one is too bright and doesn't go with the aesthetic I want for my video

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Pastel Blue Modern Step by Step Process Breakdown Graph (1)

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From the first mind map, I was able to take all the initial ideas and develop them a bit further. This mind map allowed me to explore different perspectives and ideas around my topic but I kept coming back to sustainable eating and supporting local businesses. I explored a few different ideas around different target audiences, however, I feel my chosen target audience fits perfectly. In saying that, I was able to refine my perspective towards the topic and am going to film it in an informative way that also showcases the beauty and thought that goes into this business. My goal is to persuade the audience to come to Topiary without actually saying they should. I want my message and video to persuade through emotions of excitement, inspiration and awe.

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The scene opens with a point-of-view eye-level shot. The scene is a walk-through of the restaurant as if the viewer is walking through themselves. The doors open and we walk into the main dining room, following to the outside veranda dining area and the courtyard. On the way back inside the building friendly smiling staff wave to the viewer. We walk past the coffee machine and bar area where someone is making drinks and gives the camera a quick wave. Then into the kitchen where chefs are working, we see food being prepared. The frame freezes and the words “This Is Topiary” appear on the screen. The music decrescendos and instead of the instance music that was playing at the start it's more of a calm, background sound. Kane and Adele (the owners) are talking about their ethos, what sustainability is and why it's important in their voiceover. All while images of the food, the establishment, the drinks and video frames of the staff, the food being prepared and the scenery flash across the screen. As a new topic arises within the voiceover the question that it's answering appears above the images. “What is sustainability?”, “Why chose local?”, “Why seasonal?”. The voiceover fades and the music starts to crescendo again. The statements “Experience Sustainable”, “Support Local”, and “Taste Seasons” emerge onto the screen followed by different shots of the food. As the music stops a solid burnt orange coloured screen comes into the frame with the words in bold “Topiary: Eat Local, Support Local” then it cuts to their website link and Instagram handle before the video ends.

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From my mind maps I was able to create some frames for my video, exploring how I will convey my message, and what tone to use within the questions I will be asking. And how to showcase the beauty and aesthetic of the restaurant. This ideation also helped when writing the treatment

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Support Local
Eat Local
Focusing on Topiary Dining, my message will show why it's important to support local businesses, what eating sustainability looks like within the food industry and why the audience should support Topiary. This will be conveyed suitably through the use of images and video of the food, restaurant, staff, drinks and overall aesthetic of the place.

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Attention – Using the emotions of admiration, awe, and surprise I want to grab my audience’s attention with short snips of Topiary’s beautiful food. I want intense music that will hold their attention, building up anticipation until they are hit with the words ‘This is Topiary”
Interest – My target audience is looking for something new, food that tastes good and an aesthetic place to eat. But they are also interested in helping the environment, they are vegan or vegetarian as most of the younger generation is today. I will spark their interest by highlighting not only is this an Instagram-worthy place to eat but by eating here you are helping grow local sustainable businesses.
Desire – I'm going to use narrative to get the tone of my video. To highlight that eating local is supporting local. To show how amazing this business is and the story of how it came to be. The story of why Topiary is committed to using locally produced food and why sustainable and low waste is important and how it fosters their business.

Action – I want to tell my target audience to Support local by eating local. Not only is coming to eat at topiary the only option, but it benefits them as well as the business.

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Academic Sources:
1. This source highlighted that there is massive propaganda for everyone to consume food. As consumption is good for the economy. But on a planet with limited resources, this wasteful consumption of food cannot continue. Importing food and buying too many leads to not eating it all and wastage. The source highlighted that over a third of the world’s population is starving. It suggests that we need to make a conscious decision about what we are eating, how much, how much waste we are creating and where we are getting this food from. For a sustainable future.

This source allowed me to get a better understanding of the current situation we face around food and its consumption. It also allowed me to refine further my message for my video around sourcing locally and why it's important.
Fahy, F and Rau, H, 2014, ‘Part 1 Living’ in Davies, A, R (ed.), Challenging Consumption: Pathways to a More Sustainable Future, Taylor & Francis Group, England, pp. 1-55.
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Fahy, F and Rau, H, 2014, ‘Part 1 Living’ in Davies, A, R (ed.), Challenging Consumption: Pathways to a More Sustainable Future, Taylor & Francis Group, England, pp. 185-205

2. This source conveyed that small businesses provide services to local customers, however, it stated that they do not intend to grow or innovate in any fundamental way and usually provide an existing service.

This source allowed me to find my next source. It helped me confirm that small businesses do have a local clientele ‘locals’ who come to their store regularly to buy their products or use their services. However, it left me questioning the fact most small businesses aren’t unique. For my promotional video, I want to highlight the uniqueness of my chosen local business and highlight that not all small businesses are the same. Which I believe will draw in my targeted audience.

Hurst, E & Pugsley B, W, 2011, ‘What Do Small Business Do?’, The Brookings Papers on Economic Activity, vol. 43, no. 2, pp. 73-142.

3. This source emphasizes that local food is considered to have more nutritional value and that small-scale and family farms are more likely to follow sustainable practices. It also showed that the cost and accessibility were reasons why people find it hard to eat locally The idea that local food is more nutritious and farmed sustainably is something I want to show through the food within my promotional video. I also want to highlight that good local food isn’t too hard to find and while it may be a bit more expensive it's worth it. I think that will play a significant role when reaching my target audience. To persuade them that the extra expense is worth it.

Thomas, L, N, 2013, ‘It Just Tastes Better When It's In Season: Understanding Why Locavores Eat Close to Home’, Journal of Hunger and Environmental Nutrition, vol. 8, no. 1, pp. 61-72.

Additional Research:
1. This source highlights the effects of covid-19 caused to local and small businesses. It contradicted the second source stating that since small businesses have competition with larger corporate businesses it forces the small business to create new ideas equalling unique products or services. It also suggested that by supporting local you cycle money back into your local community and small business make more local purchases from suppliers, which helps reduce carbon footprint. This proved my suspicion that small business need to biggest support as they are usually the ones who are more sustainable and community-friendly. This is a major part of the message I want to convey within my promotional video, supporting local businesses not only supports them but also supports you, the community and other local businesses.

Lustberg, J 2022, 7 Reasons to Shop Local and Support Small Business, viewed 16th March 2023, <https://www.forbes.com/sites/forbesfinancecouncil/2022/06/28/7-reasons-to-shop-local-and-support-small-businesses/?sh=2046334150d1>

2. This review stated that Topairy (my chosen restaurant) has "postcard-worthy" surroundings and that the beauty of the scenery is carried into the food. It says each meal is a colourful celebration of local produce with locally sourced drinks, wines or fresh squeezed juices to go with the food.

I wanted to look at a review for the restaurant as I wanted to gain a better insight as to what people loved about it. This allowed me to get a better sense of what I want and maybe need to include in my video, what attracts my target audience to this location and what makes them want to come back or tell their friends.
Broadsheet Media, 2018, The Topiary Café, viewed 16th March 2023, <https://www.broadsheet.com.au/adelaide/tea-tree-gully/cafes/the-topiary-cafe>

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Kane Pollard, 2022, Ethos, Video, YouTube, June, Viewed, 3rd March 2023 <https://www.youtube.com/watch?v=EXQOS3USMdU>

Calm, clean, slightly magical aesthetic

The camera angles and shots of the food vs the real-world shots

More of an informative video rather than an ad – focuses on more of an interview style rather than advertisement or promotional approach

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Tasting Australia, 2022, Tasting Australia presented by RAA Travel 2022 | 29 April—8 May, Video, YouTube, December 2021, Viewed 3rd March 2023 <https://www.youtube.com/watch?v=OBbMVFka79o>
More of a sense of promotional

Persuading the audience to ‘discover’ tasting Australia by booking tickets

Includes their website at the end – I like that
The music builds up anticipation
The heading "what does freshly caught taste like" entices the audience to book tickets. Makes them wonder what it actually tastes like, keeping them interested
Cooks smiling later on in the video highlighting the atmosphere
The quick flash of one frame to another within the editing style

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Tasting Australia presented by RAA Travel 2022 | 29 April—8 May

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This initial ideation allowed me to just let all my ideas flow. Looking at the idea through different creative lenses allowed me to just put my thoughts to the page. This also helped me with my final mind map as I had already brainstormed some ideas that weren't as refined. Allowing me to refine them and explore them more in my final mind map. Within this mind map, I also used De Bono's Six Thinking Hats to spark some initial thoughts and ideas around my message. This led me to come up with more ideas around the video editing style, problems I may encounter and how I will solve them. This initial mind map allowed me to use ideation about the tone of the video, and the feeling I wanted to convey through the filming and framing.

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Tasting Australia, 2023, Tasting Australia presented by RAA Travel 2022 | 28 April—7 May, Video, YouTube, December 2021, Viewed 3rd March 2023 <https://www.youtube.com/watch?v=nAE-zMs3g8M>

I like the editing style

Fast-paced, lots of colours, music that captures that audience’s attention

Words that flash across the screen, promoting the message/point it wants to get across

Logo at the start and at the end

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Tasting Australia presented by RAA Travel 2023 | 28 April—7 May

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·      Age range

Young adults aged 20 to 30

·      Personal interests

An interest in good food, the way that restaurants are making their food and getting their produce. Interested in helping the environment and have a passion for sustainable food and living.

·      Geographical location

The Tea Tree Gully area and surrounding local areas such as Modbury Heights

·  Which platforms (including social media platforms) are members of my (potential) audience using?

They would be using Instagram and Facebook as that is Topiary’s main source of advertisement. Instagram is full of “foodie” accounts, people who go out to different cafes and restaurants to advertise and review their food. They grew up using Instagram and taking photos of their food to upload and to see what different cafes look like, what the vibe of the pace is and most importantly what their food looks like.

·     How long do members of your potential audience
spend on those platforms?

At least a few hours a day if not more. Scrolling through reels, looking at people’s profiles, and looking up and viewing the profiles of cafes that their friends have told them about or they have seen on their discovery page.

·     How often do members of my (potential) audience
use the platforms, e.g., daily? Every few days? Weekly?

Daily. It's something they check in the morning when they wake up, it's something they go on during the day when they are bored.

·     What kinds of content do they enjoy consuming,
e.g., videos, essays, memes, GIFs?

Videos through the 'reels' feature that Instagram has introduced in recent years, as well as photos posted by their friends, favourite brands or ads and recommended
content.

·     How can your content enrich the life of your
(potential) audience members? ‘Enrich
the life’ can range from improving their health and fitness to entertaining them, to simply giving consumers some light ‘lulz’ during their working day.

Entertainment and information. People in this age group love brunch and cute ‘Instagram-able’ places. My content gives them information about a new local business that is beautiful both in its location and food. Providing them with a source of entertainment to watch and then go to and try themselves as well as providing information on the business and its ethos.

·     How does your content differ from
similar content available online? What is the point of difference?

The point of difference is getting them to connect with the business itself. With the ethos and idea behind its making. The beautiful people that run the place and work there. And the sense of community and family that is interlaced throughout the entire operation.

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Chosen Target Audience: Anyone aged between 20 -30 who has an interest in good food, supporting local business, eating sustainably and love brunch. The target audience may follow food accounts on Instagram or look up a cafe or restaurant before going to see what the food looks like as well as what the establishment's 'vibe' is.

I want to tell the story of how the business became to be and why they are focused on sourcing locally and creating something beautiful as well as delicious. I want to not only convey to the target audience that this beautiful restaurant is a place they should visit but there’s a sense of family within the business. I want to highlight the sense that it is family owned and draw on emotion to highlight the idea that by eating locally they are supporting a local family who have come together to create something magical not only for the earth but for the diner/target audience.

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1. Soda that tastes like the name of a song

2. Candle that plays music while you light it

3. You should join Rock Solid Gym

4. An automated text service that sends encoring messages to you throughout the day

5. An app that creates a Spotify playlist after you answer a questionnaire

6. A clothing brand that supports BLM and proceeds go towards raising awareness

7. A drinking game app – instead of cards that can get lost it is all your favourite drinking games in one app

8. Suffering isn’t always visible- speak up and have hard conversations -what we don’t always tell our parents

9. Eating sustainably, locally and supporting a small family business -Promo video for topiary

10. It’s not just about food - dining at topiary is an experience for the senses – harvest
menu

11. AKR - save the koalas

12. Black diamonds marching group come and join

13. Thrifting company that takes old clothes and then upcycles them into new one of a kind pieces

14. Bottled cocktails that are named after songs - famous songs

15. A recipe book that has all “nonnas” recipes “food that feels like home”

16. “Harry Hotpotter” an instant at-home hot pot that is inspired by a different Harry Potter film and each one comes with a link that you enter into the app to watch the movie your hot pot is based on

17. An app that allows you to scan the book you’re reading and turn it into a movie

18. Stopping deforestation for Kolas – save the trees, save the planet, save our wildlife

19. A mood ring that connects to Spotify and creates a playlist based on your mood

20. Fall down the rabbit hole – A high tea café that serves Alice in Wonderland-inspired food

21. Hoodies that are customisable for the buyer to choose their favour song lyrics – have the barcode to the song on the hoodie sleeve

22. An app that will turn your movie into a book

23. A water bottle that automatically refills once you have drunk up to a certain point – you can enter how much water you want to drink in a day it will refill until you complete that goal

24. An app that allows you to reserve a parking space in a car park at the shopping centre or bus station – reserving a park for unpaid car parks

25. Standing reservation – an app or website that allows you to reserve your spot at a concert if you needed to leave for some reason. That way once you come back, if you were at the front originally you can get to that spot again without having to stay at the back

26. Refillable perfume. You chose the sent and once the bottle is empty instead of buying a new one you refill the bottle – reduce, reduce, recycle

27. A portable charger for your laptop, but it's a case. Something that looks good, is practical and isn’t bulky and annoying to use

28. A spray that prevents shoes from creasing and keeps them clean and waterproof – all in one shoe protectant spray

29. An app that allows you to take a photo of your room, and then will digitally redesign it for you using all the decorative items you already have

30. A single key that can change shape depending on what you need it for. Just upload all the keys you have, and it stores it all in a single key, you can choose which one you need at what time – reducing clutter on keychains

31. Soft light photo frame – photo frame that has a soft yellow light around them so that when it's dark you can still see your photos on display and can work as a night light

32. Adopt a polar bear foundation – you can choose how much money you want to donate a month; each different amount gives you different features when adopting a polar bear. You can track it, name it, get a certificate of adoption and more. And all proceeds go to research and resources to help stop global warming

33. Friends of the earth – a grassroots environmental federation group that fights for the earth’s rights promoting environmental and social justice

34. Ocean Conservancy – protecting the ocean from today’s greatest global warming threats

35. For sunset lovers – an app that allows you to see whether the sunset in your area will be amazing or not – like a weather app but for sunsets

36. An app that will notify you when any of your favourite brands are having a sale

37. A Uni book club that allows all young adults to come together to talk about books that they want to and connect and make new friends

38. An eyelash curler that heats up allowing for maximum curls that lasts longer

39. A robot that helps you fold fitted sheets when you are by yourself

40. A brand that allows you to customise your own tote bag and allows brands to collaborate with them – kind of like Casetify but it's customisable and for tote bags

41. An app that allows you to upload a photo of something you want, and then it will find out where you can buy it from and the price and provide all that information in one place – especially photos from Pinterest

42. A feature on Spotify that allows you to customise the “mood” options in your liked songs – meaning you can add or unadd any of your liked songs to that “mood genre”

43. An app that has all your clothes and based on the keywords you enter will generate different outfit options for you as well as tell you when something goes out of style and what to replace it with

44. An app that will tell you what great new thrift pieces have just been donated to your local thrift store. Can have Wishlist items that will alert you if they are in a thrift store and will allow you to place them on hold – reducing fast fashion and recycling clothing

45. Youthforia – clean, sustainable makeup that you can sleep in, and it won't damage your skin – why it needs to be in all beauty stores

46. Youly – an Aussie brand that allows women’s medication to be delivered straight to your door. There’s no hassle of going to a GP and you can get expert advice and care from any location

47. R U Ok? A conversation could change a life – why this needs to be talked about more and how to implement it into day-to-day life, not just relying on one day a year

48. Night routine (made up) – a brand that allows you to create your own signature scent of body butter, shower jell, shampoo and conditioner, body mist and perfume so you can be smelling good all day and night long

49. Mascara that is also a lash-growing serum and is safe to sleep in and won't make your eyelashes fall out

50. Go girl (made-up club) an all-girls club at the gym. You can meet people so you don’t have to train by yourself and can train with another girl without getting a PT, make friends, and help each other achieve goals while breaking the stereotype that only guys can lift

51. Gatekeeping (made up) – an app that allows the user (targeted to women) to post where they get certain things from. Whether it be fashion, makeup, or accessories. They can post gym tips or fitness tips, healthy living, and wellness. An app that works to break the idea of gatekeeping and needed to one-up each other

52. 13 going on 30 – a club where older people speak about things they wish they knew in their teens or the 20s or 30s. Helping each other overcome some of the challenges in life

53. A charger that will stop charging your phone, computer or watch once it's at 100%, in turn helping lengthen the life of the battery

54. Smudge-proof screen protector for both computers and phones

55. Airpods that can turn into headphones – allow for normal uses that air pods provide, being small, easily useable, and aren’t bulky. Then turn into noise cancelling, wireless headphones

56. Magnetic attachment for Airpods that allows them to fly back into the case (kinda like how the vacuum cords do when you push that button) however this option is cordless

57. A laptop that comes with a built-in projector

58. An app you can install onto your computer that makes it a projector

59. A website that can create a trailer of your life, create a montage of all your best moments with any friend, or a video of all the most important moments in your life

60. Headphones that are earrings – they work exactly like Airpods but are stylish and can be worn all day every day

61. Inside out – a clothing brand specifically designed so that all clothing items can be worn side out – helping reduce fast fashion and clothing waste

62. Eileen Fisher Foundation – HEY FASHION campaign dedicated to tackling the fashion and textile wastage crisis

63. A device that connects your brain to your computer and allows all your thoughts to be created digitally into visuals or words – e.g., you can think of all the words for an essay without having to write it or you have an idea but don’t know how to explain it and it will create a digital image once you think about it

64. A device that lets you download movies and then when you are travelling all you have to do is press play, shut your eyes and you can watch the movie

65. Sneakers – slippers that make absolutely no noise when you walk in them – perfect for sneaking downstairs at midnight when you're hungry and not waking the entire house

66. A sizing chart for online clothing brands that allows you to enter all your measurements and it will find the perfect size for both fitted and oversized for you

67. A record player speaker that looks exactly like a record player but is controlled through your phone. Even the face of the record will change depending on what song and what album, so it keeps up the disguise of being an actual record player

68. An app that is like a shared notes document. People add cute little places they have been to for breakfast, lunch, or dinner. They add the location, name, price range and rate the food

69. Socks that clip together on the side so once you’ve worn them and when you go to put them in the wash you won't lose one – no more odd socks

70. Dance party – a speaker app combo that allows you to connect music with your friends, play it together and sync the speakers

71. The food foundation – working together to build a sustainable food system that delivers health and well-being to all

72. Why sustainable living is important – reducing pollution and conserving natural resources – how you implement this in everyday life

73. An app that allows your phone to become a telescope

74. A spray that could make all your jewellery waterproof so you could wear them all the time without it discolouring or getting rusty

75. A ring that also sprays out pepper spray for woman’s safety at night

76. Jewellery that has a GPS tracker in it that connects to an app like Life360 – if you go out your friends will always know where you are – safety no one thinks a ring or earring would be a GPS – discrete

77. A phone case that can change the photo like the background of a laptop

78. A bottomless bag – it looks cute/stylish and small, but it can fit everything

79. Attachable pockets that can mould and shape shift to fit any item of clothing

80. A physical book that can become any book you chose on the app and once you have finished reading that book you can choose a different one – it's like reading online but for the people who like holding a physical book rather than just a tablet

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Are you feeling eager? uncertain? overwhelmed? excited?
Im definitely feeling nervous and it all seems a bit overwhelming. But on the other hand, I'm also a little bit excited because I love to be creative and I think this is a great opportunity for me to do that

Have you done this kind of thing before?
I haven't ever had a class like this or done anything with video editing before or even coding or web design.

Do you already have an idea you’d like to develop for this assignment?
I feel like anything that allows me to be creative would be amazing. Something that gives me the opportunity to learn new skills. That allows me to collaborate with people I care about, while also being something I'm passionate about or have an interest in. I have no ideas yet but creating it on something that's real would be amazing