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Promotional Video

Cambridge Cultures
The city of wonders
Bethan Murfitt - Wednesday 4th January 2017

PROMOTIONAL VIDEO PROPOSAL

Treatment
Cambridge: A city of wonders. Take the time to explore and indulge the art, music, religious and
youth culture that rests in the heart and stone of the Cambridgeshire county. With a city of such
beauty, why not show and educate the rest of the world?
The youth culture will be first presented through interviews with young residents and university
students of Cambridge. These students will be from both genders of different races.
Through different shots and angles, I will explore and present the cultures of youth, religion and
entertainment. The scenery of Cambridge will achieved in wide panning shots, mostly in high
angles when taking shots from buildings. Low angles will be used with slow shots of religious
landscapes and buildings such as the Kings College Chapel, to honour the religious culture.
Tracking shots will be used to emphasis the journey through the streets and shopping culture in
Cambridge.
In post-production, the editing style will be kept fairly simple to not distract the objective and
message to the audience. The transitions will be jump cuts when interviewing university students
and faded, smooth transitions between wide, aerial shots of landscapes.
Uplifting and peaceful music will be used during the long shots to show the positive elements in
the cultures of Cambridge. In further depth, a smooth and delicate music will be presented when
showing the culture of religion.

Synopsis
Beginning - Cambridge Cultures: A city of wonders will be a promotional video showing the
university buildings and locations, including interviews from students of their experience and why
they choose to learn in Cambridge.
Middle - The middle part of the video will feature locations of a religious culture and the activities
that surround it. The Kings College Chapel and the punting tours is what I would like to promote.
End - I would finish my promotional film by ending with the shopping attractions and theatres,
showing the audience what they can do in their spare time while attending the university.
Mise-en-scene: Students, people of Cambridge, art, music, shopping centres, punting tour and
river, universities and cultural landmarks.
Camerawork: Drones if accessible, tripods, wide shots of scenery and landscapes,
Editing: Smooth, faded transitions and cuts. Cross dissolves. Text over the shots that label the
locations.
Special Effects: The only effects i will add will be in post-production colour correction and
enhancing certain shots.
Sound: Uplifting and smooth music that flows over the shots and under the dialogue quietly. Voice
over and interviews with students.

PROMOTIONAL VIDEO PROPOSAL

Objective and Aim


The objective is to inform and educate tourists about the city of Cambridge in a promotional video
and invite them with the benefits of living there. I will be focusing on the positive elements, sites
and attractions that make Cambridge an magical place to not only visit but live in.

Style and Genre


I would like to a achieve a professional style promotion, that is informative to a peaceful extent
with colloquial language in a formal style. This is so any voice overs or interviews will be
understandable for my target audience.

Target Audience
For my target audience of the promotional video, I will be focusing on tourists of a unisex gender
student age, primarily between 18 and 35, to promote the university society and educational
culture that benefits when choosing to study in Cambridge. It is slanted towards females because
of the female aspects of entertainment but will still appeal to males as the youth and school culture
involves both genders. As a video that explores different cultures, it will appeal to a diverse
audience of any religious and ethical background. At a educational age, my target audience will
not have a full working class status but most likely part time and would be looking into further
education.
The BBFC rating for the promotional video would be classified as a E certificate.

Resources
The resources i will need to create a promotional video will be split into the three stages of
production. In the pre-product, I will need storyboards to effectively plan the type of camera work
and photography. In the main production, a camera crew which will consist of members of my
media class with myself as director. I will need cameras for the sequence of different shots, sound
equipment for dialogue and interviews.
Equipment in the main production:
Cameras
Tripods
Microphones for interview
Lighting equipment (depending on the weather and amount of sunlight)
Crew:
Director/Producer/Editor: Myself (Bethan Murfitt)
Camera Operators: Charlotte Creek and Andrew Redhead
Sound Operator: Chess Sharman
Runner (also helping carry equipment): Imi Ranner
Post-production resources:
The promotional video will be edited on Final Cut Pro.

Responsibilities
PROMOTIONAL VIDEO PROPOSAL

The roles and responsibilities are crucial to the promotional videos success.
Writer/Director/Producer:
Writing scripts, creating the story
Produce the sequence, and distribute to different channels of print and digital methods
Directing crew and following storyboard plan
Editor:
To bring the meanings and messages to the audience about Cambridge.
Camera Operators:
Making sure the cameras are of full battery
Having the tripods present and suitable for the type of camera used

Sound Operator:
Responsibility to make sure the microphones charged
That the wiring is in good shape
To check the sound quality before the production

Production Costs
Sound Operator: 250 per day
Lighting Operator: 250 per day
Camera Operator: 250 per day
2 to 3 interviews: 100 per person
An estimate full cost for the promotional video will be 950.00, if the filming is completed on one
day but if the filming runs to two days, the cost will increase.

Timeline and Launch Date


I will be aiming for a time length of two to three minutes, to make sure a full insight of the art,
religious and youth culture is presented.
Proposed timescale:
By the end of January, I would like to have completed a set and detailed plan in the form of a
storyboard and script for the video structure. At this point, I would also have the locations chosen
with permissions granted if needed. This is mostly the pre-production stage that I would like to
have the majority completed.
At the beginning of February (between the 1st and the 10th), I would like to have conducted a test
run or visit of the locations to make sure the locations are still appropriate before the actual
production.
Between the middle of February and towards the end of the month, I would like to have filmed the
promotional video completely, so I would leave myself a greater amount of time for postproduction.

Launch Date: March 17th 2017

PROMOTIONAL VIDEO PROPOSAL

Mood Board

Distributing and Marketing


My promotional video will be beneficial to the Cambridge city council as it will encourage different
audiences to live in Cambridge or attend the student universities. In terms of distributing, the video
would be appropriate to appear on the council website. Another suggestion would be distributing
the video onto YouTube, as there will be a higher chance of the target audience viewing the video
and is a efficient way to share the video to reach a wider audience.
To achieve higher cross-promotion, it would also be marketed through print brochures and leaflets
of Cambridge with stills from the videos. Also features in churches and entertainment sectors in
theatre companies.
One way I will be marketing my product is through the internet pop ups that will appear on sites
that my target audience visits. This will be done through web 2.0 technologies, for example, the

PROMOTIONAL VIDEO PROPOSAL

recent searches and sites visited about Cambridge, a still of my promotional video will pop up or
feature on the sides of websites. As promoting student life, the video could be cross promoted with
the universities of Cambridge.

PROMOTIONAL VIDEO PROPOSAL

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