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I've created a detailed outline of roughly what I want to do with this video. It's a shame we have a 30 second time limit, as I have so much more to add to this concept!
I think in the treatment below I've managed to sum up Knee Holes in a professional, interesting way. When I make the video I just need to make sure it doesn't go too far over the time limit, and I'd also like to add a bit more humour to the concept if I can think of something.

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Looking at the example videos I've chosen has helped me to gain a clearer understanding of the type of message I want to craft; I want something that's eye-catching (by using visual effects to 'create' the technology in a believable fashion) and also humorous, either through silly humor or irony like the third video example. The message will be targeted at a more elderly audience, and the aim of the commercial will be to elicit enthusiasm to purchase a Knee Hole from the viewers.
For the soundtrack, I'll be using Voiceover, Dialogue, Music and Sound Effects. For music, I'm thinking of either going with something atmospheric and futuristic, or something up-beat with a little bit of sci-fi in the mix.
If I can, I like the idea of engaging the viewer through sleek, interesting cinematography showcasing the technology as well as its practical applications.

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1. A collection of 6-second ads showing brief practical uses of the knee hole, the last second being just the name of the product and a voice proclaiming it appearing on-screen. E.g. an old person who stored their medication in the knee hole, or someone spilling stuff from a bag or plastic container then switching to knee holes and having no problem with it.

2. *Show plastic container with googly eyes*
Voiceover: This is Jerry. Jerry is a plastic storage container who wishes he was cool, as cool as this guy (fast pan to knee hole).

3. Going from the same idea that the ad is from the perspective of a plastic container, the ad could be about his attempts to be as cool as a kneehole, even at one point being attached to a knee with tape/rubber bands but ultimately failing. It resents the knee holes and then at the end of the ad gets picked up off the floor by its owner and placed inside a kneehole.

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Here's my mindmap that involves lots of different perspectives and ways knee holes could be implemented.
I've thought of how all different sorts of people could find practical use for it, ranging as wide as from students to drug cartels. I've also listed many potential reasons why they're preferable over regular storage methods, including no spillage etc.
Because there's too many awesome ideas to pick from, I'm thinking I'll make my ad a collection of many short examples of practical uses of knee holes, finishing with a call to action.

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Brainstorm online with Bubbl.us. Easily create colorful mind maps to print or share with others. Almost no learning curve. Millions of people are using Bubbl.us worldwide to generate ideas, map out processes and create presentations.

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Tagline ideas: Knee-Holes: It's something that you Kneed!

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'Knee holes are an effective, efficient and practical way to store personal belongings for your busy, on-the-go lifestyle'

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Not entirely sure what I'm going to make my promotional video about but a mate of mine has contacted me about making a couple short promos for some business venture he's starting up, so if I get more information on that soon I might do something with that, and if not I'll probably make up my own message or product. If I end up creating my own message/product to advertise there's a 90% chance it'll be obscure and/or incredibly bizarre in a comedic way.

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1. Glassview Video Advertising
This video is targeted roughly at a middle-aged audience (25 - 45) to introduce a concept that will likely be implemented into many people's lives by the year 2020, as stated by the ad. The ad is created to induce a sense of enthusiasm for the future of video advertising, by presenting it as a useful, practical, futuristic medium present in homes and businesses. It contains a voiceover and music, and is presented purely as formal and informative, keeping audience engagement through interesting cinematography and concepts. My video will use a similar format, but with a more humorous tone and with sound effects as well as voiceover and music.

2. Samsung's Wearables
This ad is targeted more at young adults (18 - 30) looking to improve their overall fitness and health, by introducing a new technology that is implied to accurately keep record of your individual movements and food/drink choices throughout the day to give an estimate on the state of your health. The video makes use of fast-paced editing to engage the younger target audience.
It makes use of voiceover, sound effects and music to effectively carry its overall message and excite the viewer about the product's potential to help them out health-wise. It's a similar style of message to what I want to create, but differs from my idea in that it moves at a very fast pace.

3. 'iPad Pro: "what's a computer?'"
This ad is targeted at a younger audience (kids - young adults), and tries to portray a post-PC world by showing how an iPad can do everything a person could want in a laptop, but on a much easier level of portability. It shows a child going about his day, using his iPad for all different activities including talking with friends, taking pictures, drawing artworks etc.
It uses music and sound effects, with a little bit of dialogue, for the soundtrack. It paints the iPad as a must-have, revolutionary item, and dismisses the concept of laptops/computers when the mother asks 'What are you doing on your computer?' to which the child responds 'What's a computer?'
It is meant to signal how there'll be a new age for computer technology coming up soon where PCs will be obsolete, much like what happened with VHS, and what is happening to DVDs.
It is similar to my video in the sense that it portrays its product as a must-have, essential day-to-day item that makes life faster and easier.

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Week 1 - Possibilities for my promotional video

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Week 1 - Possibilities for my promotional video

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Items 1 - 20 are actual ideas I could do that have a meaningful/serious message or contribute to society in some way
1. Alzheimer's Awareness
2. New chocolate bar
3. New soft drink
4. New shop opening
5. Don't make political voting mandatory
6. Caged chickens and animal rights
7. Mega garage sale
8. Anti-Donald Trump video
9. PSA about dumb gun laws in America
10. Old folks' home ad/PSA
11. PSA promoting healthier eating
12. PSA promoting more exercise
13. Ad for Foodland
14. PSA for supporting SA-based companies
15. Ad for locations in SA, e.g. Clare and Barossa Valleys, Adelaide Hills
16. Travel promotion for SA
17. PSA for car upkeep and basic car knowledge (how to change a tire etc)
18. Ad for Adelaide's upcoming Technicolor VFX building
19. Ad for Rundle Mall or Tea Tree Plaza
20. Elon Musk's giant lithium battery in SA
All items from here on out would be borderline nonsensical and/or comedic in some way
21. 'Knee holes'
22. Dodgy pizza place PSA trying to get more business
23. PSA for cleaning the lint filter in your dryer
24. Basic baking guide

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I've started on the website, and customised the home page, complete with my email address and a short paragraph describing Knee Holes and the purpose of the site. Currently I have a joke header as a placeholder, which i will replace with a proper one within the coming weeks as I tidy up my website more. I've also included a link to this Padlet journal on my website.
Here's the first version of the home page:

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Source: http://irep.ntu.ac.uk/id/eprint/32219/1/9768_Page.pdf

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How can I convince potential investors/buyers that my product is a better alternative to regular storage methods?

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Introduction to Digital Media Assignment 1 Research.docx

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1: Audience
My target audience is the elderly (Ages 70 -100). Knee Holes would be practical for them as they can use them to store important items such as medication, knitting equipment, and anything else they would want or need quick and easy access to. I need to approach the ad in a light, easy-going way as the elderly generally have an aversion to new technologies, meaning I need to present Knee Holes as safe, easy-to-use, and practical for their use,

2: Tone
I want the tone of the video to be exciting, to introduce Knee Holes with a 'Kid on Christmas morning' level of enthusiasm, while still keeping it somewhat relaxed to make it easy, engaging viewing for an elderly audience. I want to create a powerfully engaging advertisement that will convince my target audience that Knee Holes are essential for them, and could even let them do things they couldn't before!
For example, imagine an old man with heart problems, who needs to be close to his pills or small medical kit at all times in case of any problems, but he really wants to go on a long bushwalk somewhere out in the country, but can't because of the stuff he would have to lug around with him. But if he had a Knee Hole, he could store all the essential items safely and have them within arm's reach at all times if anything were to go wrong! Now he's free to go anywhere and do anything as he'll have access to medical items 24/7.

3: Research on Colours and Fonts
I'm thinking that black and sky blue would nicely represent my product, as the black matches the actual colour of the product itself (which will essentially look like a pad of black felt), and the blue representing a sense of serenity and relaxation.
At the bottom of this journal entry I've included a rough colour palette as part of a design palette I could use, created with Adobe Color (color.adobe.com)
As far as typography goes, I'm thinking of looking for a relaxed, serif font that gives a slight 'classical/olden days' vibe while still maintaining a modern sort of tone, perhaps through a stylistic feature like neon text.

4: Produce a Design Palette for your Promotion
I've created a potential suitable design palette for the ad, using a font called 'Neon Serif' for the headings and logo, which provides both an old and a modern tone, and 'Myriad Variable Concept' for all other text as it's stylish, modern, and easy to read.

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I've decided against doing my mate's business promo for this assignment as I feel I would rather do something on my own to really  be in control of my own creativity.
So now, it's a tough decision between something actually serious that would benefit society in some way, or something completely bizarre and impractical. I'm tossed up between something perhaps addressing gun laws in the US (Yawn, over-talked topic I know but still relevant and I believe I could come up with something good), or doing the 'knee holes' concept, which is essentially a surreal ad for an even more surreal personal storage product. I'm leaning more towards the latter as I already actually have the script written out. About a month ago I came up with the idea for a video which is essentially a collection of crazy TV advertisements, 'knee holes' being one of the best of the bunch. Having the script already written and the visual style almost fully formed in my mind is definitely a good head-start, so I'm thinking I might go with that. I've discussed the concept with the course lecturer, who was surprisingly on-board with this nutty idea!
EDIT FROM 04/04/18:
The 'script already written' mentioned above refers to a much different video from what I'll now be producing, as the original idea was for a 5-10 minute infomercial style video.

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1. Technology pitch
Target Audience: Wealthy investors
Ad is a sales pitch targeted at wealthy investors to further the development of knee-hole technology. The  basic concept is described and shown on screen, with a few brief examples (2-5 seconds with a voiceover) of the practicality of knee holes, including personal use for students, working-class adults, and seniors (Thanks to knee holes, I don't have to worry about losing my heart medication!)

2. Day-to-day use
Target Audience: Working adults
In the ad, a person goes about their daily life in the office, along the way encountering people needing assistance (e.g. 'Hey do you have a pen?', 'Hey do you have those reports for Monday?', 'Hey, can you get some napkins to mop up this spilled coffee?', 'Hey, this guy is dying over here, we need a defibrillator STAT!'), and helping them out by producing the required items from a knee hole.
Ad is also accompanied with the person's voiceover describing the practicality of knee-holes and their many uses in day-to-day life.
Great alternative to cargo pants!

3. Military Ad
Target Audience: Heads of Military Operations
Ad depicts soldiers in battle, beating the enemy thanks to knee holes. Ad is appealing to the heads of military operations and decisions by asking for the chance for this technology to be added to the standard military equipment list, supplied to every soldier for weapons and personal storage use on the battlefield.