Promotional Video Treatment

Working Title

Hellcats Tattoo Parlour

Genre

The genre of the video will be promotional video, focusing particularly on promotional video to sell a product/company.

Duration

We aim to create two videos – a full-length video which will have a duration of between two and five minutes, and a shorter version for social media platforms such as twitter and instagram which should last around fifteen seconds.

Target Audience

As the product we are promoting (tattoos) is age restricted and only people who are eighteen years old and over are legally allowed to get them, our target audience will be adults. The video will not be directed at a specific gender, although it may appeal to males more as the staff at Hellcats Tattoo Parlour are all male, and therefore the studio is a very male orientated environment.

Outline

The general outline for the full-length promotional video goes as follows. It will start with a relatively long establishing shot of the tattoo parlour, giving the audience a good idea of where it is, what it looks like, what kind of vibe it gives off etc. The company logo will be clearly visible which will reinforce the brand identity and ensure that the audience know their logo enough that it is recognisable for the future.

We will then include shots of the interior of the tattoo parlour. There will be close-up shots of typical iconography found in tattoo studios (skateboards, guns, roses, skulls etc.) and the décor of the parlour, which will again give the audience a feel for the kind of establishment we are promoting. The tattoo artists’ work will be clearly visible on the wall so that the audience can see what their work looks like, and we will include shots of the artists drawing up ideas, designs and sketches. We also plan to include some shots of the artists interacting with customers so that audiences can see that although stereotypically, tattoo parlours are not seen as the most welcoming of places, the staff at this establishment are very friendly – this will encourage them to choose to visit this tattoo parlour above any others.

We also plan to include customer testimonials, set up almost like an interview where customers talk about their experience at Hellcats.

Visual Elements

Lighting: The majority of the lighting will be high key ambient lighting from the lights in the shop, as there will be plenty of light in there, however, we may also take a few LED lights just in case.

Camera movements: There will be a variety of camera movements – we will include panning shots, tilts, static camera work, zooms etc.

Audio Elements

We plan to use music over the video. After thinking about the genre of music, we have decided to use music from the pop-punk genre as we feel that this best suits and reinforces the brand identity of Hellcats. It will be fast-paced and loud.

As there may be customer testimonials included or shot interviews with staff or customers, we will have to record audio on site too.

Rationale

We chose this particular idea for our promotional video as we both really love tattoos and want to lessen the stigma that goes along with them. We want to promote this tattoo parlour in such a way that makes people think that tattoos are an art form.

Primary and Secondary Research

In regards to research, we have watched various promotional videos for other tattoo parlours around the world in order to get an idea of what kind of shots to include, what conventions are typical in this kind of video etc.

We also looked at various tattoo studio’s website and images so that we could compile some ideas together in the form of visual mood boards. These are very useful as we can use them for inspiration for shot types, colour schemes, angles, shot content etc.

Requirements and Resources

The crew for this project includes just Beth, and myself and we will be responsible for the lighting, sound and video.

The equipment we will need includes:

·      Canon EOS 5D Mark II

·      Canon EOS 700D

·      60mm lens

·      Wide angle lens

·      Boom Mic

·      Tripods

·      LED Lights

Constraints and Contingency

Problems we may encounter are: we may arrive on a shoot hoping to film some customer testimonials or shots of a customer getting tattooed and find that the particular customers on that day may not be comfortable with having their likeness used for the video. If this occurs, then we may have to consider filming another aspect of the video on that particular day, such as the shots of the interior.  Another problem we may face is lack of space; we would have to resolve this issue by either bringing less equipment with us at a time or by taking it in turns to film etc.

Travelling with equipment on the train may be quite difficult as there are only two of us and there is a lot of equipment

Legal and Ethical Considerations

Legal and ethical factors that we need to consider include:

Copyright infringements - we need to be careful when using any music as most songs have copyright laws attached meaning that if we used them without permission, we could get into a lot of trouble legally.

Release forms - we need to ensure that anyone in the film sign release forms to give us permission to use their likeness in our video. 

Budget

We aim to spend very little money on our promotional video. The only money we plan to spend will be our train fares to and from Hinckley which should be around £6.50 each time. 
We hope to find royalty free music for the video, meaning that we will not have to pay to use any songs or music. 

Storyboard and Shot List

Below is a rough storyboard that Beth and I have made in order to give us an idea of the kind of shot types, camera angles and camera movements that we would like to utilise in our own promotional videos. 






Below is a list of the shots that we plan to get for our promotional video.

• Establishing Shot (with logo)
• Close Ups of Iconography, people etc

Location Scouting

Transport

As the tattoo parlour we are going to be working with is over five miles away, Beth and I carried out some research on how to get there. We found that using the train would probably be more cost effective and less time consuming than getting a taxi or bus, as we do not drive, and below are the times and prices of the train.

 

 

Gantt Chart and Planning

To organise and plan our project, Beth and I used teamgantt.com to create a gantt chart which enabled us to schedule our project in an effective way. This method of planning is extremely useful as both of us are able to change the chart, update our progress etc. We can assign tasks to each other and update each other on the progress of these tasks simply by adding information to the online gantt chart. For example: I have been assigned the task of creating the shot list, whilst Beth is in charge of client feedback and communication - we can notify each other of how we are getting on by changing the progress percentage. 

In week one, we intend to complete most of our planning tasks. This includes, mood boards and inspiration, storyboard, client communication, transport arrangements and scheduling. 

Inspiration and Moodboards

To get some inspiration for our own promotional video, Beth and I created some mood boards - a collection of our visual influences. I created a mood board with a muted colour theme, whereas Beth took her mood board in a more colourful direction - this gave us an idea of what colour palettes are common in tattoo parlours and meant we could think about the lighting and composition of our video. 

We also decided that before we created our own tattoo shop promotional video, it would be a good idea to look at existing promotional videos for tattoo shops around the world. This could give us plenty of ideas for shot types, camera movements, angles etc as well as for the content of the video itself. Below are some of the videos we found that we enjoyed watching and thought we could use for inspiration.

We noticed that there were certain conventions of a tattoo parlour promotional video, and therefore aim to incorporate these conventions into our own promotional video.

• Long establishing shot at the beginning
• Shots of the artists drawing up designs / tattooing people
• Iconography - skulls, roses, guns, skateboards
• Shots of the art on the walls

Promotional Video Planning

Business Objective

The aim of the promotional video is to encourage people to visit the tattoo shop and get a tattoo there and also to showcase the talent of the tattoo artists that work there. 


Audience

The audience for the promotional video is people over the age of eighteen, as this is the legal age at which you can get a tattoo. The video will not be directed at a specific gender, as tattoos can be done on a male or female, however, the tattoo artists are all male at Hellcats and therefore this may attract a more male audience because of the iconography in the video and the decor of the studio. 

Message

The message behind the video is to encourage people who maybe want to get a tattoo, but are unsure of where to go, where is a 'cool' place to go, where the artists are friendly etc. 



Distribution

Hellcats (the tattoo studio) have their own Facebook page, youtube channel and Instagram page, so they may decide to upload the video on these platforms for their potential customers to see. 

Concept

The general concept behind the video is 

Narration Script

Jordan Hale is an average eighteen year old with a slightly less average obsession. Jordan is his obsessed with his car.



His obsession with classic Volkswagen Beetles started when he happened to pick up a copy of Volskworld magazine whilst on a long car journey with his dad. The obsession spiralled out of control when he went to a volkswagen car show later that year and soon ended up with a Beetle of his own.