Charlotte Makin, TV and Film Production : Unit 33 Assignment 2 Treatment

Assignment 2: Treatment

Fashion Advert

Plot: My Stop Motion is going to be Live Action, it's going to be targeted at teenage girls and is going be advertising different collections and styles of clothes for different occasions and events. It's going to be based outdoors, it will be set in one main location which will be a Woodland area.

Target audience and Genre:

It's targeted at teenage girls because stereotypically girls are meant to find fashion interesting in a way that they feel they can express themselves personally through clothes and styles. Shopping and finding outfits is something most girls enjoy and usually follow fashion trends. This could be brought on them at a young age when they played with Barbie dolls and changed the dolls shoes and outfits during the different seasons and days so fashion to the stereotypical girl has been brought onto them during this early stage of life. Also girls are shown in advertisements for fashion, catwalks and online websites and advertisements for the latest fashion collection in shops. I think that this is a large population to target because also every teenage girl needs clothes during the summer/winter due to the change in temperature and to suit her current moods and express their personal style.

Also the teenage market is very much around celebrity culture & the latest trends. Teenagers like to replicate looks they have seen on their favourite celebrity, the styles for this can vary a lot. Teenagers also often read older women’s magazines to be inspired. The teenage fashion market is usually at the cheaper end because teenagers don’t have the money to spend on luxurious clothes, teenagers clothes are usually more casual & daywear.

The statistics for teenage girls who shop at different shops for their clothes and the highest is Topshop, who have models such as Cara Delevingne, Kate Moss and other high end supermodels who most teenage girls look up to for fashion inspiration and also the owner of Topshop is worth £5billion, which shows that fashion for teenage girls collects a large sum of money due to the obsession girls have for style, clothes and fashion which proves it's something worth advertising and marketing because it reaches a large sum of people.

First half -

The opening scene of my stop motion animation will be of the sky and clouds moving along as time passes and I will choose a bright day to shoot this scene because I want the cinematography to reflect summer/autumn for the collection of clothes my human character will be wearing during this scene.

The soundtrack/backing track to my advert will be Marina & the Diamonds - Valley Of The Dolls (Official Instrumental)

There will also be use of non diegetic sound of birds, wind that I will record using a sound field recorder and will add during the post production stage of editing. And also I will use more surreal sounds for example a sparkle sound and bell noise.

Design - The actor will be shown laying on a plain white sheet on the grass in a woodland area, wearing summer clothes. She will be surrounded by picked bright flowers/roses on the white sheet she is lay on which will move progressively further away from her onto the grass as the actor changes into different selection of clothes due to the season changing, the first collection will be summer showing dresses, light jackets and sunglasses.

It will progress onto hand-made snowflakes slowly moving onto the plain white sheet and during this element of the video will make the audience understand that we are now going to be modelling Winter fashion, such as coats, scarves and jumpers. This will reflect that her outfits and mood is changing due to the fashion/style she that is wearing.

As the snowflakes move away from the white sheet a number of letters will appear onto the white sheet to spell out 'Valley of the Dolls' this is the name of the fashion brand/website which I am promoting in the video.

- Similar products

I have been inspired by a video on Youtube of how my actor's clothes will change and have decided that I will use this method...I will simply take a photo of the actor pulling on her outfit and the next frame will be her wearing her new outfit with the old outfit in her hands, she will put it on the floor and it will give the audience the illusion that she is wearing each outfit underneath each other.

The actor will then stand up after posing in all her collection of outfits. We will then see the white sheet she was lay on will fold up in the background. The genre of stop motion I am planning on creating is 'surreal' which I think will be enjoyable and interesting for the audience.

Another inspiration was this video...

My model will be lay on a white plain sheet in wooden land area and different objects moving to and from the sheet that reflect the season, aswell as the models clothes changing.

Both videos I have uploaded are similar to the stop motion which I will be creating. I will be using an below shot like in the morning elegance video. Also the objects moving to and from the white sheet is what I will be doing with my props. The black background makes the model stand out and makes the genre surreal. The forrest and the bright colours will highlight and compliment the clothes and the model will use the same method of showing off different clothes by using the method from the changing clothes stop motion video.

- Drawings of what the model will wear & the setting design...