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I want this to be a long advert campaign, around 3 minutes long, presenting the brand Hugo Boss as a sophisticated brand which makes women feel confident. The reason i picked Hugo Boss as brand is because it is a high end well known brand that is known by wide variety of audiences, This is an idea i haven't created before. I have done projects trying to create a professional advert but i have never tried to create a long advert campaign. This idea was inspired by the Balmain advert campaign with Kayne West which was also a music video to his song Wolves. I think this is a good idea to attract a wide range of audiences the song promotes the brand and the product and it is something that isn't done very often but becomes very successful. I want to advert to make the audience think while they're watching, i want it to keep the audience on edge and wonder what will happen next. The story line of the advert will match the lyrics of the song i will be using.

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For primary research i would organise a focus group, ask an audience on what they think of my idea and what would make it good and bad, i will also do test shots with the model. For secondary research i would look at previous Hugo Boss ad campaigns, and also look at watch adverts. I will look and research the Balmain Kayne West campaign as this is what inspired me and i will want to use their effective techniques in my own project. I will look at different practitioners and directors, genres of different adverts and the techniques technologies and equipment used behind these.

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This is a location i want to use at the beginning of my advert, where the model will wake up and look at her watch. It also goes well with the lyrics of the song.

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My weakness is my time management which i want to improve in order to make sure i don't waste any time during in the making of this idea.

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The strengths i have for this project to make it successful are my organisational skills, creativity skills i am really good (and still learning new things) when it comes to editing so i will be looking forward to using these and also good team work skills.

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Making this advert an area i would like to develop would be my editing skills i would like to work and try out different effects. I also want to improve my filming skills, work on my camera angles etc.

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For my cast i will want to use one female model as the product i have picked to film this advert for is a women watch. I want to tell the story of the song in a female perspective, i feel like this will be interesting for the audience to watch and will engage the audiences. I will use a relative for this as it means its reliable and i can access easy communications.

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I think the name of the song goes really well with my idea. The song has a strong story behind it about not being able to be in love due to being a bad person. i want to portray this message from a women perspective but without setting a bad image to the brand, so therefor i will make sure the story is told a film, at the end there will be a clapper board and the model will go to her vanity to take her make up and costume off this will show the story was just a a film and the model is shown as a actress this whole short film ad campaign will include the watch in the story all the way to the end when the model playing an actress will take it off. I think this will work very well as it will make the audience think and feel surprised therefor will remember the product and the advert. it is an effective idea for audience engagement.

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Waking up, half past five
Blood on pillow and one bruised eye
Drunk too much, you know what I'm like
But you should've seen the other guy

This ain't the right time for you to fall in love with me
Baby I'm just being honest
And I know my lies could not make you believe
We're running in circles that's why

In my dark times I'll be going back to the street
Promising everything I do not mean
In my dark times, baby this is all I could be
Don't think my mother could love me for me
In my dark times, in my dark times

Light one up, let me bum a smoke
Still calming down, dripping throat
I got another man's blood on my clothes
But an endless fog's the life I chose

This ain't the right time for you to fall in love with me
Baby I'm just being honest
And I know my lies could not make you believe
Running in circles that's why

In my dark times I'll be going back to the street
Promising everything I do not mean
In my dark times, baby this is all I could be
Only my mother could love me for me
In my dark times, in my dark times

In my dark times I've still got some problems I know
Driving too fast but just moving to slow
And I've got something I've been trying to let go
Pulling me back every time

In my dark times taking it back to the street
Making those promises that I could not keep
In my dark times, baby this is all I could be
Only my mother could love me for me
In my dark times taking it down to the street
Making those promises that I would not keep
In my dark times this is all I could be
Only my mother could of loved me for me
In my dark times, in my dark times
In my dark times