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Even at the beginning of summer I felt pressure, that I have to come back in September with an idea final project. I wrote up every idea that I came up with. At the beginning of September I still wasn't sure about any of my ideas, because they would require too many specific actors and with no budget I wouldn't be able to get them to help me for free. I visited my godmother, which I haven't seen for a while. We talked about my studies and my final year projects. TV was turned on as we talked. Then suddenly I thought that I'm gonna make a commercial. Now, I'm developing exactly my 10th and the last idea. Perfume commercial. I met my supervisor, but I still needed to do more research on marketing and branding, decide on target, age group of the target and the price. Then I was able to start thinking further about the project.

I attached a copy of my project proposal that I submitted with supervisor signature.

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Marketing and advertising campaign design

books:

Designing brand identity : an essential guide for the whole branding team / Alina Wheeler. (4th ed)
Marketing research : an integrated approach / Alan Wilson. (3rd ed)
Advertising campaign strategy : a guide to marketing communication plans / Donald Parente. (2nd ed)

internet:

https://blog.goldensubmarine.com/etapy-kampanii-reklamowej-realizacja/

smallbusiness.chron.com/advertising

https://smallbusiness.chron.com/perfume-advertisement-strategies-45134.html

https://smallbusiness.chron.com/practices-fragrance-marketing-18807.html

https://smallbusiness.chron.com/brandbased-advertising-21358.html

https://smallbusiness.chron.com/advertising-campaign-successful-20117.html

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NAME
After I picked the target, I needed a name for the perfume. I wanted this to be something energetic, because I want my commercial to be in that style. First idea was 'ERGON', but it wasn't good on second thoughts, so I thought that maybe something with living with lots of energy would be good, and Spanish language would suit, because Spanish is connoted with vigor, so I was sure the ideal name would be either 'VIVIR' or 'VIVO'. Unfortunately, it was already taken by another perfume brands. I had a few other ideas, but they are not even worth mentioning.
I decided to consult with a few 20-25 year-old men that this commercial would target. Their ideas were funny, for example 'KRAWCZYK'S ARMPIT'. I wouldn't name a brand like that obviously. They told me that the name could be in Latin, so I thought OK, this could work. I put 'krawczyk's armpit' in google translate and translated it to Latin and the result was 'sartor media ala circumdanda'. Then, I immediately knew it's going to be 'CIRCUMDANDA'. I liked that word from the first moment I read it, even if I didn't know what that means. Later I realised that it doesn't mean anything by itself, but I found it catchy and easy to remember. And I was sure it wouldn't have been taken (I checked and it's not taken).

SLOGAN
I had a few options that I made up, but what I chose was 'What about you?'. Then I thought it doesn't sound good enough, so I shortened it. The slogan I finally chose is 'And you?'. It's short, easy to remember and the main reason why I chose it is that I would like to have a narration in the commercial, the actor saying about the life he chose. I am not 100% sure about the narration, because it depends if I'd find a suitable person. I'd rather have no narration than crap narration. Anyway, I think this slogan is nice either way, with or without narration.

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At the beginning of October I created a production schedule. For the first week in my plan (9th-14th Oct) I decided to design a label and box for the perfume, which is the basis for the next step, which is Pre-production, so I'm creating commercials based on the previously designed brand. The pre-production process includes mood boards for commercials, outline of the "story", finding locations, writing a script, and creating a storyboard. Later, casting, getting props and creating filming schedule. Then, there comes a time for production, which is filming and photo shoot for social media and poster. It would probably fuse a bit with post-production, but I decided to arrange a deadline for production process for 20th of November, so I want to have all the footage needed by this day. Then I want to focus only on editing. At the beginning of December I want to test it and get some feedback, so I'll still have time to improve it and button up my project before the final deadline in January.

I also have a shared folder on google drive with my supervisor, so she can see my stuff online.

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Obviously I did a research in the Internet about potential colours I could use, because I know that colours in branding are very important. When I was doing a research about branding, in "Designing brand identity" book at page 150 was an information that 60% of the decisions to buy a product is based on its colour. That's why I spent some time on choosing right ones.
I knew it would be red for sure, because I want the perfume to be associated with energy and vigor, so red was the main colour I wanted. The other colour I chose is blue, because it makes the brand to seem more trustworthy and also is a peaceful colour which contrasts with red. I decided to add a little bit of orange, because like red it's associated with vitality. Text and the frame are black, which connotes prestige and power. I tried a few shades of each colour and tested them on a different screens to see how they look like at different conditions.

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Fist of all, I created a mood board with perfume bottles I found nice and had colours that I wanted to use. I started designing a logo on a piece of paper, so I had an idea what I wanted. It was just a rough draft, but still it helped me to develop the idea and try a few things.

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I tried finding suitable fonts, so I tried them on the first drafts, then I picked a few in Photoshop. Eventually, I chose the last one from the picture, which is BELL MT. It's classic font, and that kind of fonts are usually used for male perfumes and also it creates a nice contrast to the background which I intended to be chaotic.

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Below you can see all the logos and how it evolved, from the first to the last one.

The first 2 versions are almost the same, but on the second one there is a shadow behind the text. After consideration, I didn't like the background here. I thought it doesn't look good enough.

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3rd and 4th version of the logo are a bit cosmic, but actually it wasn't my intention. It turned out too melancholic. Though, I liked the background here, it didn't suit the perfume target and the brand message.

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After unsuccessful attempts to make a logo, I worked on it further and made 5th and 6th version. As the first logos, they're almost the same, but on 6th logo, there is more shadow behind the text. This time, the background came out exactly as I intended, but the text format was a bit difficult to read. I also added a 'frame' from smudged orange, about which I wasn't sure about. In result the whole logo looked too messy.

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Because I liked the background of the previous version of logo, I decided to stay with the background, but change the rest. First I tried text from version 4, but then I realised that it could be too small, because the label on the perfume bottle will be 3cmx3cm, so I decided to divide 'circum' and 'danda', which came out almost perfect, but then I tried a few other things to improve it.

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At the end, I decided to add a black frame, which gave it more prestigious look.

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First, I got a shape for the box. Then I put the final logo on the front and tried out a few shades of red, which eventually is same as in the logo. Then I put a 'frame', which was black, which I changed to silver at the very end, because I thought it would look way better on the box. I spent some time figuring out how to make this silver effect in Photoshop, but eventually it turned out to look nice.  Then I put the background of the logo on the sides and at the end I made the back side, where you can find information like ingredients or expiry date. I also decided to use text format from 4th version of logo, because I liked it from the beginning and I also wanted to have it different at the back and on the box, it doesn't need to be too big if it's just on the back.

The texture of the material that the box will be made of I want to be matt, but the logo, sides of the box and the name at the back I'd like to be glossy. Obviously, the silver frame is supposed to be glossy silver.

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I looked at many websites that make custom stickers  and finally I found https://stickerapp.co.uk/stickers/#! . I had to order them glossy, because matte finish wasn't available for the size I wanted. If I wouldn't like the look of it, I still can laminate it for matte. I also had to order 40 stickers, because it wasn't possible to get any less. I should get it between 28/10 and 4/11, which is not that long to be honest and I'll still get them before filming.

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BOOKS

Gender & Utopia in Advertising

Feature and Narrative Storytelling

COMMERCIAL inspirations: https://www.youtube.com/playlist?list=PLTrhi9S1SjygDQ7Dz21MBS403VYUXJ-2f

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After creating a logo and a box. I listed my ideas for the commercial and created mood boards to each one.

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A man has a worm in his hand. He closes him in his hand. He falls on the ground and imitates the worm.

Another man has a spider on his hand. Then he imitates the spider.

I can be whatever/whoever I want. And you?

Location: Haworth (?)

Props: worm, spider, suit.

Why I didn't choose this idea: because worms and spiders are not associated with anything nice. It doesn't really suit the idea of selling perfume to middle class people, that usually steer clear of any insects.

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Location: Ilkley Riverside, Ilkley stepping stones/ Centenary Square

B-roll of a man swimming in the river, getting out of the water, looking into the camera.

Why I didn't choose this idea: It would be extremely difficult to find an actor that would go into cold water in November, especially a river. This could be too dangerous and I couldn't afford to provide any help in case anything would happen. On the other hand, it could be difficult to get nice looking surroundings in the middle of November, because the weather in the UK this time of the year is not very attractive.

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Location: Kirkstall Abbey/ Haworth, Butt Lane

A man walking around the town, some b-roll of him at the Kirkstall Abbey

The world is going to sleep for winter. I live on. And I decide about my life. And you?

Why I didn't choose this idea: I don't want the commercial to be obvious and trite and that idea was exactly what I didn't really want to do. Although, I'm sure I would like it and it would be something we'd probably could see in television, it wouldn't be in my style and it wouldn't suit the product I'm advertising.

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Location: A room with a computer

<Ver 1> A man plays a computer game and notices a spider in the room. He’s using the perfume and uses the superpower (laser eyes) to kill the spider.

<Ver B> A man plays a computer game and notices a spider in the room. He’s using the perfume and the spider turns into something else (something nice, maybe chocolate).

I can fight any problem. And you?

Props: computer, spider

I chose this idea (Version 1), because it's exactly something I wanted. Not too obvious at the beginning, but it still shows advantage, which is obviously not realistic, but that's something people would find funny and not something we would see in a perfume commercial, as most of them show emotions and sexual benefits. So it's something different for a perfume commercial.

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I decided to make 2 versions of the commercial. They will be similar, but they will end a bit different.

> The first version will be exactly the same as planned. The man plays the game, he notices a spider, kills it. But I extended it a bit and add a scene where there's another alarmed person coming into the room.

> The second version will be the same, but when the man kills the spider, he will make a hole in a wall by mistake and there will be a woman on the other side, in the next room.

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VERSION 1

SCENE 1 INT. GAME ROOM

A man is sitting on a couch. He’s very involved in playing a computer game. Suddenly he is noticing a spider on a computer screen/on a desk. He gets scared and reaches for a perfume bottle. He’s using the perfume and gets a superpower. He uses laser eyes to kill the spider. There are remains of the spider (dust) on the desk.

MAN

I can fight any problem. And you?

SCENE 2 INT. PROBABLY STUDIO

Showing off the perfume bottle.

SCENE 3. INT. GAME ROOM

Another person bursts into the room.

THE OTHER PERSON

(bustling)

DID YOU DO THIS AGAIN?!

VERSION 2

SCENE 1 INT. GAME ROOM

A man is sitting on a couch. He’s very involved in playing a computer game. Suddenly he is noticing a spider on a computer screen/on a desk. He gets scared and reaches for a perfume bottle. He’s using the perfume and gets a superpower. He uses laser eyes to kill the spider. He cuts out a hole in a wall by accident. There’s a girl on the other side.

SCENE 2 INT. THE OTHER ROOM

The girl is is half naked. She covers her body in a hurry. Looks at the man in the other room and smiles.

MAN

I can get the best out of my life. And you?

SCENE 3 INT. PROBABLY STUDIO

Showing off the perfume bottle.

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VERSION 1

SCENE 1

wide establishing shot of the man sitting on a couch

close up on a gaming pad

close up on his face

medium shot of a spider on the desk

medium shot of the man getting scared and reaching for the perfume bottle

close up on the mist, camera moves to a close up on his face

close up on the spider remains

wide shot of him continuing the game

SCENE 2- showing off the perfume bottle

truck/dolly shot of the bottle

SCENE 3

wide shot of the person bursting into the room

VERSION 2

SCENE 1

wide establishing shot of the man sitting on a couch

close up on a gaming pad

close up on his face

medium shot of  a spider on the wall

medium shot of the man getting scared and reaching for the perfume bottle

close up on the mist, camera moves to a close up on his face

medium shot of a hole in the wall

SCENE2

wide shot of the girl

close up on the smiling girls face

SCENE 3- showing off the perfume bottle

truck/dolly shot of the bottle

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LOCATION

I decided to film the commercial in production suite 3, which is in Horton D building at the University of Bradford campus. I can rent the room and it's at the university, so I wouldn't have to take equipment too far, which is not only heavy, but also there's a lot of bags and for carrying them somewhere else I would need a few people.

ACTORS

The main character - Filip Michalek
'The other person', bursting into the room - Kamil Krawczyk
The girl - Myself. I decided to play in the commercial myself. I know what I want, so I can do it. And because it's only one scene, which doesn't require a lot of time to record, I will be filming all of it, apart of this one thing, when I'm in the shot. In that time, Basia will replace me.

CREW

Me
Basia Szymanska
Kamil Krawczyk

PROPS: gaming pad, the game, blanket, spider

EQUIPMENT

}BlackMagic Ursa camera, with video assist, SLR Magic HyperPrime 3 Lens Set
}Zoom F4 Multitrack Recorder and Sennheiser Boom Mic
}Deolight Lighting Kit/ Gulliver 300W Lighting Kit

SPECIAL EFFECTS

Laser eyes and hole in the wall

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I created call sheets for crew and actors, so they know the information they need to for both filming days.

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I got the stickers on 28th of November and I was very surprised it was so quick. I am very pleased with how they look like, so I decided not to laminate them, but to leave them as they are. I cleaned the bottle and placed a sticker on it. It looks nice on the bottle.

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I started experimenting with the box. I asked one of my lecturers for help and advice. We printed off the box on a basic paper in black and white to see if the size is good for the bottle and it's perfect.

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I had to improve the box, so it looks better. I changed the shape of it a bit, so it closes and opens nicely and I changed the silver frame for plain grey, because I will need to use silver leaves on it after printing anyway, so I know exactly where I want it to be.

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I got a paper for the box, 280 gsm, A4, which should be suitable.

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I had to spend a lot of time with the university printer trying to print the perfect picture. The printer was changing the dimensions of the picture, so I had to cut it from the below. It wasn't a big problem, because it wouldn't have been visible in the commercial or on the photos anyway. I also made a big mess cutting it out and putting the silver leaves on, which wasn't very easy as well, because the leaves were full of static and at the end of the day it was all over me and the room. Making the final box took me way more than I expected. I thought it would take me around an hour to put on the silver leaves and cut it out, but it took me a few hours. Despite appearances, it was very exhausting.

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Link to the continuation of my production diary

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Link to the continuation of my production diary

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https://padlet.com/apikusa/10s65ka7mhrv

Unfortunately Padlet has its limits, so I've created another Padlet blog for the continuation of my production diary.