Final Video

This is the final cut of the video that we have created. If we had more time and expertise, where the polaroid pictures of street style crop up in the film, we would have liked them to be integrated into the filiming, so that there are no breaks in what we have created and the video flows better.

Music

We wanted to include music in our video that reflected the Jack Wills brand. Jack Wills already have a profile on soundcloud, featuring music that they play instore, at various events, and on adverts, so we looked through here at various songs that could work well for our advert.

The King Blues - I Got Love

Whisky Jaxx - No Stopping

Morain - Animals

We narrowed the songs that were on the soundcloud site down to these three, all of them will work well with the video as they are all upbeat and as they are picked by Jack Wills, they will fit well with the brand image. The song that we decided to chose is Whisky Jaxx- No stopping, the reason we chose this song is because we felt that it worked best with the video, and fit with the message we were trying to give.

Film Day

As we had decided that the location we wanted to use for our shoot was Manchester, we got together some camera equipment and went to start shooting our video. We were really lucky, as the day we had chosen to go to Manchester was really fine and sunny weather wise, meaning that we didn't have to worry about rain or adverse weather conditions getting in the way of us shooting our video.

Because the idea we had come up with was to make it seem like a person was walking down the street really fast, the first thing we did was walk around well known spots and streets in Manchester whilst filming our journey, we made sure that we had 20-30mins worth of footage, as we knew that once we speed the video up in iMovie, the length would drop dramatically.

Once we had got enough footage of the various streets in Manchester we needed to find students who fit into the 'Jack Wills' mold and ask if we could take there picture to fit with the street style part of the app. We also asked them what their opinion was of the Jack Wills brand, as we felt that we could get some really good quotes to include in the report. The majority of people that we asked said that the really liked the products that Jack Wills sells, and even though it is largely aimed at students, it is way out of their price range.

After we all the footage we needed, we went back to Preston and started to edit the video. Once we started to edit the video, we realised that we didn't have enough street style shots of people to include in the video, and a large amount of the ones we did have were in shadow, so we went round the Preston university campus and took more images to include in our video.

Location

For our video, we looked at various locations to shoot in. If we had the time and money to do so, a location in London, Bath, Dublin, Cardiff, Newcastle or Edinburgh would work really well to fit in with the Jack Wills theme, but we are going to have to stay closer to home. We looked at locations such as Leeds, York and Manchester as they are all easy to get to:

Leeds

Leeds city centre has a large mixture of buildings that would work really well for our video (i.e. not all modern or all old) the streets would be easy to navigate and it is very likely that we would find a large number of students here who we can base our app video on.

However, at the minute the city centre is undergoing a massive overhaul with a lot of the shops being shut and a massive amount of building work going on that would not look appealing on a video.

York

York is well known for its authentic architecture including places like The Shambles, York Minster and The City Walls. It would be a really good place to film our video, as there is a large student population based there. The city is also seen as an upper class town so it is likely to have the type of customer Jack Wills aims at living there.

However, as with our app and video we want to make the Jack Wills brand seem accessible to everyone, and not just the affluent and York does not necessarily give off this impression.






Manchester


Manchester has a lot of really good locations around the centre that we could use to film at e.g. Piccadilly Gardens, Arndale Centre, Main High Street, China Town, The Printworks etc. We found that as Manchester is a university town, there will be lots of opportunities to take some street style snaps of the target customer for the app.

Out of the three locations above, we decided that Manchester would be the best place to shoot, as it has elements of both Leeds and York city centres, that will work well in relation to the Jack Wills customer.

Storyboard Option 2

Storyboard Option 1

To help us when creating our video, we put together a storyboard of how we wanted it to run. As you can see below, we have mapped out the basic idea that we want to have, and we will always refer back to this when looking at the running order of the video, and how we want the different elements to fit together.

Street Style

To find inspiration on what kind of student style we wanted to find, we looked into a few street style images

Street Style Videos

We looked at other videos that had been created to promote street style, to get an idea of what works and what doesn't. 

This Video of Bar Rafaeli's street style, showcases a good way of putting still images into a video using various effects, the way that each images turns and is viewed at different angles, also the structured movements that are used work in a really effective way.

The Pan shots of various street style in this video work really well, as it allows the user to see all of the persons outfit clearly. 

This video works really well in showcasing the different elements of peoples fashion, focusing on areas such as watches, shoes, glasses etc as well as full outfits and also focusing on the location that the video is being shot at. 

Idea Chosen

We looked at all the ideas, and decided that the second one would work best for the Jack Wills brand. We decided this, as even though the 'day in the life of...' app was a good idea, it would be difficult to showcase the actual app in the advert and viewers could get confused as to what is actually been advertised. Also, with doing a funny viral we found that it would not really be appropriate for our audience, and it would be really difficult to create a funny viral that would represent the Jack Wills brand.

The idea that we have chosen will fit in well with what Jack Wills has done before, and also appeal to the customer, whilst clearly showing what is being advertised.

Idea 3

We both like the idea of creating a funny viral add, as these are the ones that appeal to audiences most, and are more likely to attract an audience and be remembered later. These are a few good examples we found:-

                                     Aldi 2011

                                Volkswagen 2011

Both these adverts use subtle humour whilst advertising the products that they sell, and this is really effective as even though the product doesn't appear for long, when it does it is in a memorable way.

Idea 2

For our second idea, we looked into doing something with quirky camera angles, and different image speeds. We like the idea of doing pan shots down a street, in a fast paced motion, similar to the one below:

We think this could look very effective done down the streets of a university town. it would also be good to add some street style shots in, as they app we are doing is based on street style. A good way we thought of doing this is in the polariod style, maybe using Instagram to edit any photos we make take, and have them fade into the video we make.

Idea 1

A day in the Life of.... 


As the app is geared towards university students, we thought that an advert documenting a day in the life of a university student could work well, it would show how their day is structured etc, and also what outfits they wear for what occasion, e.g. going to lectures, going shopping, going out for food, having a night out etc documenting their style, which is relevant to the app.

A good advert that documents 'a day in the life of...' is this for McDonalds in 1991

It shows how a basic day in the life of advert can be made, highlighting just the main features of what has happened. Also they way it doesn't go into too much detail, or linger on a certain element for too long works really well.