Victoria Holt

Video Sequence Specification Unit 62 Assignment 2

Client Needs:

Explain the scenario Producing a drink for Linda who is the client from Fizzy Drink Inc.
This is the main person in which I will discuss ideas along the production process in order
to ensure that my advert and drink are suitable.
Im working for Fizzy Drinks Inc and the client decision needs to be the final one This
means that after making my final decision I will then present it to the client, who will then
give suggestions or allow me to go ahead with my initial idea.
Produce an advert for an energy drink The task which I will undertake is the job of
creating a video which will advertise and promote the new energy drink.
The advert needs to be between 30-60 seconds long The reason for this is so that its short,
a long advert on TV will bore the viewer and not encourage them to watch it after the first 510 seconds.
Mind map and choose a name for the drink I will need to create a mind map in order to
gain several ideas about different drink names and slogans. It will also give an indication
as to other thoughts I was having when beginning to name my product.
Design ideas for my logo and label of the can This will help the client visualise what my
ideas are like and the client can then make slight changes to them if they dont like
something.
Research the competitors to see what ideas and designs they are using By doing some
research I can figure out what sort of drinks are on the market already and what I can do
differently in order for people to buy product.
Identify essential items that you will find on a can label (some compulsory and some not)
This is important as you need to have things on the label such as ingredients because some
people might be allergic to something so will need to check on the label first.
Identify a catchphrase/secret ingredient that will try and make someone buy the drink
This will generally help promote my drink and make it more interesting to the client and
customers who will buy it.
Decide a target audience which is suitable for energy drinks (above 10 and below 90) This
is a crutal thing to get right because you have to attract the right sort of people because if
you dont then the product wont sell as well.
Design an appropriate logo This is to show what my Fizzy Drink name is and it will
represent my name for my can.
Design a can label Before designing my can label on the computer I will firstly create a
storyboard to show my design of what I will be creating in Photoshop. I will also make sure I
know what the size of the can label will be and check it with Linda.
Film and edit raw video footage (not spending too much time on this) This is where I
have to film different videos and edit all my raw videos so that they are cropped down and
are then able to be put together quickly.
Check the use of video cameras (making sure they are compatible for downloading into
Adobe Premier) I will either use my own camera or a college camera and will book it out to
have it over a weekend. I will then film my videos on the same day and take different photo
shots.
Edit video using Adobe Premiere This is the software we have been asked to use as I
have used it before and its easy to pick up.

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Use build and transitions in Premier This is so that my video runs smoothly and moves
from one video scene to another. I will show me using these effects in my diary.
Use after effects I might not use after effects as you need some previous experience in
order to use them well. After effects make the video more exciting and add detail.
Convert the video to a suitable format so that it can be used on a website it has to be
made into a certain format so that it can be played on a website. I will also consider file
formats/sizes and possible compression. I will more than likely make the file size as small as
possible so that it has a small uploading time and this will make the video more professional.
Show the video advert in a class session festival This is so that everyone can see each
others advertising videos and can decide who they think is the best.
At a later date, we will need to organise client meetings and milestones These are made to
help organise timing and so that the client can see how much I have done when creating my
video.

Introduction:
In the existing market there are already so many energy drinks, the only difference being
that they each have their own secret ingredient to make them unique from each other.
Some of these drinks are Rock star, Monster, Red Bull and Mountain Dew. When doing
some research, I found out that the average cost of these drinks was around 0.90-1.30.

Audience:
The audience I have chosen for my advertising energy drink video is both males and females
of the ages 16-35. I think this is appropriate because younger people are the ones who tend
to drink these kind of drinks a lot and therefore the drink will be very popular. This means
the company will gain more sales and therefore make more profit. The reason why young
people tend to buy these drinks more than adults is because they dont care about the
ingredients. They tend to buy the drinks because of the taste and to boost their energy
levels. The only problem with young people buying these drinks is that they can be full of
sugar so can make children very hyper. Therefore, if they drink them before school for
example they wont be able to concentrate on the work given. I have chosen to aim my
product at both males and females because this will attract a larger target audience and in
the long term gain more profits. As it will be children buying my product I would probably
price it at 89p.
Script:
This is where I am going to plan what happens in my video, e.g. what is said so that I can
organise timings. The idea for my video is going to be along the lines of a dancer who has to
perform in a show later that evening but doesnt have enough energy to succeed. Later that
day, when shes rehearsing for the small school dance show, she sees a can of my energy
drink and decides to have a sip. She then gets a burst of energy and gives an amazing

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routine for the evening performance, smiling and everything. This suits my drink as it shows
that you get energy from the drink and it can help you get through the day. The script is a
very important part when making my video as it means that I wont waste as much time and
when it comes to editing/filming I will know exactly what the actors will say. This means that
I can easily put all my raw videos together.

Scene 1 - Ruth is dancing as if she has no energy and is really tired. Zoe comes in and points
whats that drink over there, camera angle moves to the can on the edge of the stage
which is singled out with a spotlight.
Scene 2 - Ruth takes a sip of the energy drink and dances around crazily. Spinning around
feeling Dizzy. This is great!
Scene 3 - Zoe joins in after taking a sip. Voiceovers I feel amazing, I have so much energy!.
Try the drink, its the best thing you will ever do.
Scene 4 - Some writing comes on advertising the drink such as Dizzyfizz, dont get in a tizz
with Dizzyfizz
Scene 5 - End performance at night with a few of the lights on stage, ruth and zoe a duet
showing they now have energy to continue for the show.
Scene 6 - Final section advertising the drink again. Try it now!
Storyboards:
I will need to make storyboards as part of my planning so that I have a rough idea of what
my final designs will look like. On my storyboards I am also going to show what my energy
drink logo will look like and what the can label design is. I will then write a few comments to
describe the different features of the designs. The reason for making these storyboards is to
make sure that the client is happy with my ideas before I begin to put the video together.

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Technical Considerations:
Platform:
When making my video I need to make sure that it can be played on a computer through a
website and I will also need to make sure that it can be viewed on a television. These are the
two places you are likely to see the adverts being used. It will also be shown on websites
such as YouTube. Whatever I do I will have to check it with the client to make sure it meets
their needs well.
File format:
There a few different video file formats such as mpg4 or swf, these two are the popular
ones which means they get used the most. The file format I will use is not specified by the
client which means I can save the video in whatever file format I like long as it can be used
on a website or TV. I am hoping to use the Adobe Premier pro software to make my video
and this gives me a wide range of formats for me to save the video. When it comes to
choosing the camera which I will use it will probably be my own one or the college one. I will
also need to make sure my videos on the camera are compatible with the software. The
client needs to be happy with my file format choice and that its the right
compression/quality for the chosen streaming methods of the internet and TV.
File size:
If I upload my video to a website such as YouTube, the file size will need to be fairly small so
that it doesnt take as long to upload. The file size will also change depending on the camera
being used, how long the advert is and how many graphics are in the video. I will need to
ensure that I set a boundary for them so that there wont be a really long advert which is
too big in terms of file size. It can also slow down certain programmes if the file size is too
large. If the file size is large it means the video will be quite long and it will take up more
space. By having a large file format size, it means that the quality is guaranteed to be as high
as it can. The downside to having a long video is that it will bore the viewers making them
less likely to watch the advert in the first place. By having a large file size you will be sure to
have quality which is of a high standard.
Compression:
Compression is where you can save storage space, file transfer speed and it decreases costs
for any storage hardware or network bandwidth. In order to do this compression just
reduces the number of bits which are required to represent data.
When compressing something such as a video it sometimes means that you can lose good
quality and therefore making the video be cut shorter. For my video I will use the standard
compression of the programme as this will be fine and wont need to be changed at all. If I
decide to use a high spec camera which creates very large HD files, I may need to think
about extra compression.
Compression is very important as we are dealing with a movie file, which are generally
larger in size and can sometimes be harder to work with. Movies sometimes needs to be

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rendered into different formats during compression using different codecs, this can be
rendered into a specific file format which depends entirely on the nature of the video.
Streaming method:
When I stream my video I will need to take into consideration how large the video size is as
it needs to be suitable to be put on a website. However, because of the kind of thing thats
being advertised my video will also need to be made so that it is available and can go on the
TV as well. This means that it will need slightly different specifications such as the length of
the video itself.
Some of the streaming media formats are FLV, QuickTime, Windows media and Real-Media.
Depending on the streaming method will determine how high the bit-rate and overall
quality is for the chosen output.
Media player:
This is basically where I have to make sure that the format I choose to save or export the
video can be played on any kind of media player. Some of the movie formats include H.264,
FLV, QuickTime and Windows Media. For my video to work in Adobe Premiere Pro I will
need to make sure its a .MOV or .AVI file format. If my raw videos are the wrong format
they wont play and some errors may occur.
Legal and Ethical:
Copyright laws:

Copyright is a law which protects things such as documents, images, text, music files and
videos, these are mostly things found on a computer as it is easier to steal work especially if
its published on the web. The reason why copyright is used is because it ensures that your
work is safe and cannot be copied by anyone. Another purpose of copyright is to make sure
that a creators work is protected if it ever gets stolen. It also made sure that people got
rewarded for the things they made themselves. The law was created and put in place in
1988.
If this act wasnt put in place, there would be little anyone can do legally if their work was
stolen or claimed as their own. You can only break the copyright law if you have taken
something which was initially someone else without their permission. If the copyright isnt
with the creator themselves, it can sometimes be hard to track but using primary assets
without their permission may put you in trouble due to you being in violation of this
copyright law. The person who holds the copyright is the only person who can authorise the
reproduction of work even if the work is on an electronic device.

Currently you dont need to apply or register for this law to be put in place as it is done
automatically, this then lasts for a lifetime and an extra 70 years after the creator has died.
After the 70 years has passed the copyright is then usually handed down to the creators

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heirs. If someone is commissioned to do any kind of design work, they will retain the
copyright until both parties decide otherwise. If the visual creators are employed and not
working for themselves, the employer is the one who retains the copyright.
With images you can get ones called stock photos which are photos where the copyright
owner has decided to allow the public to freely use them. These are normally found on the
internet as this is a place where a lot of useful resources are kept these days. Sometimes
strict rules are put in place with the stock photos stating where and when the photos can be
used, these rules are made by the copyright owner so it is vital that you read what the
copyright holder has specified first. Also with images you can buy the right to use a
copyrighted image if you wanted that particular image.
In terms of software packages what you have to do is purchase a licence to use that certain
package legally, this means you dont own of the rights of it but have permission from the
company to use it legally. Each of the software packages has one licence which means it can
only be used on one computer. If you were to re-use the same disk and load the software
onto another computer for a different person to use then you would be breaking the
copyright law and so you would need to buy another licence in order to do this legally.
Multi-user packages are good for businesses and schools as a large number of people all
need to be using the same software at once. People are more likely to comply with these
laws if its a multiuser package as they wont have to buy numerous single packages for each
piece of software they want. Multi-user licences work by stating a certain number of users
who can log into a network and use the program at once. Once this number of people is
met, no one else can use the software until someone logs off. If more people than stated log
on then it becomes illegal and it becomes a problem. The third option for software is whats
called a site licence, this is more adaptable and it means that the software can be loaded
onto every machine in an office or school and everyone can use it at the same time. It
sometimes allows for staff members to have a copy of the program to use at home but it
will have to be checked beforehand. The client must then be aware of these limitations.
I will make sure any information I use in my product is available for me to use and is already
copyrighted. To do this I will find the information I need on the internet. These days
internet technology is developing faster than the laws that govern it. There are new laws
which apply to the internet, copyright being one of them. Most people think that anything
posted online can be copied. Pretty much anything you see on the internet has been
protected by copyright.
As for any music/videos I may include I will also make sure it is copyrighted. I will be getting
my music from YouTube. Again anything that is found on the internet is generally
copyrighted which means I have permission to use it. As for the videos I will be taking them
myself so I wont need to worry about copyright.
In conclusion in my video I must make sure all these copyright issues are considered and
that the client is kept fully informed of any breach in advance.

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Ethical:

In any part of a multimedia project there will always be restrictions in concerns to exactly
what you want to say and what youre allowed to do. This is normally put in place to protect
people from things such as racism, which not only may offend someone but may also cause
problems. The internet is not somewhere where you can escape these problems. It is clear
that it is easier to break these laws online as it is all done anonymously (so no-one knows
who you are). Things can still be tracked and so therefore some things on the internet are
still not allowed. Different media roles such as radio presenters and television channels have
more restrictions and are more heavily enforced, where content may be published
nationally. If someone finds a piece of information offensive to them in any way then they
may be able to sue the company for a lot of money. There are some rules in which you can
avoid this such as:
Not being allowed to use a picture, video or sound clip of anyone unless you have
their permission (sometimes this may be needed in writing).
Youre not allowed to make a verbal statement about anyone, which can be seen as
abusive or could harm his or her reputation. This is called Slander.
You cant write a written statement about an individual which could be seen as
abusive or harm their reputation. This is called Libel.
The copyright laws suggest that we are not allowed to use any part of someone
elses work without their permission.
Being careful when representing and describing content, as you have to make sure
you are both unbiased and accurate. This applies to race, gender, sexuality,
disability, nationality, class, religion and age.
From all of this we know that one of the groups is inferior to the other otherwise you are
definitely in breach of this rule and the product may not be viewable. One of the laws,
which works alongside these rules, is The Race Relations Act. The Race Relations Act was the
first legislation in the UK, which has dealt with the racial discrimination issues.
When creating my multimedia video, Im going to ensure that I dont break any of these
rules. I will do this by getting permission when using any images from the internet or just
make sure there not copyrighted ones. I will be taking most of the photos myself anyway.
On the other hand if I dont get any permission from the owner I will use a different picture
or try and take my own. The same will also be applied to videos.
The most important thing I will consider is the content as this will need to be appropriate
and safe to include in my software, I will have to make sure not to discriminate anyone.
As for my logo I will be making it myself but will again need permission to use a couple of
images, which I will incorporate into my design. I will use different softwares throughout

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the production of my product and I am sure that the college has legally bought all of them
already. This means I am licenced to use it in college but I cant use it at home because I
havent personally bought it.
In conclusion it is essential when Im designing my product that I take into consideration all
of the ethical issues above and ensure all the Acts are complied with. Most of the above are
sensible considerations but I will check with the client that they are aware of them. It is
important to check the ethical issues as this will ensure that I dont cause any problems with
anyone and dont discriminate anyone.