Pitch script

Here is the script that we used with our pitch. This shows more detailed information than the presentation.

Slide 1 – title
Slide 2 – pictures
Slide 3 – photo of Chloe
This is the actress that we will be using. She will be the only character in the video.
Slide 4 – Track and initial response
These initial audience responses were similar to our first idea. We will try to incorporate most of these ideas into our video. We will be using the three locations of a field, street in the dark and a studio and there will be a strong emphasis on ‘lights’. Our actress will be strong and lip synching.
Slide 5 – Secondary research
Ellie Goulding is an indie artist. Indie artists are extremely independent and usually unique in their style. Their videos are original and often include aspects of postmodernism. Ellie Goulding has all these attributes and we will try to ensure that our actress is of a similar style but that our idea is original.
Slide 6 – Surveymonkey
We created an online questionnaire to ask our target audience their preferences and what ideas they had for the track
Slide 7 – Our audience was predominantly between the ages of 16-20. This age group is the audience that we are targeting.
Slide 8 – We asked our audience what they would expect an indie artist to wear. Their responses mainly suggest that the artist should wear jeans, a top and a jacket. This was in fact the idea that we had for the costume in the street location.
Slide 9 – The audience said that they would expect the artist to be looking at the camera some of the time. Taking this and our previous ideas on board, we decided that the artist will only be looking at the camera in the studio location and not on the street or in the field. We will be filming a lot of close-ups of the artist in the studio.
Slide 10 – The results for appropriate locations were fairly close. They suggest that the top three locations (the locations that we will use) are a busy street, then a white studio and then the field. The beach was the least popular location which suited our ideas as we did not plan to use that location unless it was extremely popular with the audience.
Slide 11- These results also suited our plans as we wanted to use bright colours in our video. We may desaturate some clips depending on the lighting once we have filmed and there is always the possibility of converting some of the footage into black and white at a later stage.
Slide 12 – Most people said that they would want to see just one character. We will just be using Chloe as our actress, although there will be other people walking past in the busy street location.
Slide 13 – The main themes that appeared here were lights and bright colours. Again, we will try to use these aspects in our video.
Slide 14 – The audience preferred a slight and natural look in relation to make-up but a small majority wanted heavy makeup. In the field location and studio the make-up will look natural. However, we will go for a heavier look in the street location to help the artist stand out amongst other people in the dark and add depth to the character.
Slide 15 – Most of the audience said that they would like to see little or no lip synching. The artist will only lip synching in the field location in the verses and not to the chorus.
Slide 16 – Field location
For this location it needs to be midday and the sun needs to be out. This will mean that we can use natural rather than artificial light.
Slide 17 – Street location
We went on a reccie to the Pantiles and took pictures of the location where we want to film. It wasn’t busy as it was a Tuesday night so we need to find out when the busiest time is and use this time to film to ensure that there are people around.


Slide 18 – Studio location
We will be using a white studio and here we will film many close-ups of the artist. This means that there are no distractions from the face of the artist. Here we can emphasise the use of artificial lighting.
Slide 19 – Our main focus in the studio will be close-ups. However, we will experiment with a variety of shots in the other locations. The field will be interesting as there are hills which would be perfect for worms-eye view shots. A 360 degree pan would also be good to film in the field as the wide view will show the audience how alone and deserted the artist is. In the street location we will probably use mainly still shots speeding up the footage. We may also do some birds-eye view shots.
Slide 20 – Treatment
The instrumental part played at the beginning will be used for our opening title sequence. We may use the effect of writing the title in glitter and speeding it up.
The first verse will commence in the field location and the actress will be lip synching. We will probably use mainly mid to long shots here. We may use high angle shots. These shots will emphasise the mise-en-scene and we will use lights in the sense of outdoor brightness and brightness of colours here. All verse shots will be filmed in this location and we will experiment with shots, for example, possibly using a 360 degree pan. The lip synching in this will not be directed at the camera, unlike the studio shots.
The chorus that says ‘calling’ repeatedly will be in the street location in the dark. We will use the lights of the street lamps here and lights from shops. We may also take torches to shine on the actress for pro-filmic effects. The artist does not lip synch in this part.
When it says ‘lights’, this part will be in the white studio. This is because we can use a variety of unnatural lights and the white background will help us to emphasise the beauty of the artist. Although this set up is unnatural, the artist will be wearing white and plain clothes which allows the audience to focus on the close-ups of her face and the naturalistic look. The artist will not lip synch in this part.
Slide 21 – Difficulties
When filming outside if it rains it will ruin the shots and the lighting will not be as required therefore we will shoot these parts first too give us more time. We will always have the white studio to rely on.
If lighting is poor or not as bright as we require we can edit the footage post production by editing the hue an saturation levels
We also need the weather to be sunny for the field location for good natural light
Slide 22-make-up
In the field location the artist’s makeup will look natural. This will be the same in the studio although the artist may have glitter on her lips. In the street location the makeup will be heavier to add depth to the character and make her stand out amongst a crowd.
Slide 23 – In the field the artist will be wearing a colourful dress. This will make her stand out and bring more bright colours to the field. In the studio she will probably wear a white top to avoid distractions from the artists face. In the street the artist will probably wear leggings or jeans and a top or dress with a leather jacket.
Slide 24 – The image of the artist will be original and not too outrageous. She needs to have an individual look and stand out from a crowd, yet her costume should not be too outrageous. The artist needs to have strong character and conform to the typical ideology that that indie artists are independent.

Slides 25 and 26 – Digipak advertising campaign
1 – Our first idea is to take an image of our actress in one of the locations and make it black and white or sepia. This would mean that the font would use bright colours and be bold.
2-Our second idea is to use bright colours. As an example we increased the saturation and contrast of this picture of Ellie Goulding. The text would then probably be black and plain to contrast with the bright image.

Slide 27 - Moodboards