Goodwin had theories that allowed him to make links between certain genres of music videos.
All music videos possess certain genre characteristics, they all have certain styles which enables the viewer to make links and relate to. An example of this would be a girl or boy band are likely to incorporate a dance routine into their music videos.
An example of this would be JLS's music video, 'Everybody In Love'. Throughout the video there are a number of set dance routines and this is an aspect that appears in all of the music videos they have released.
He made a link between the lyrics and the visuals and there are 3 different ways that this could be presented. They could be illustrative and actually show what the lyrics were trying to express; they could be amplifying, exaggerating the lyrics to make the viewer think more about them and also contradictory of the lyrics, they could be contrapuntal to what is actually being sung.
An example of this theory would be that 'If I were a boy' by Beyonce as the drama that is happening in the video is illustrative of what the lyrics are trying to express and what the song is about.
An example of this would be JLS's music video, 'Everybody In Love'. Throughout the video there are a number of set dance routines and this is an aspect that appears in all of the music videos they have released.
An example of this theory would be that 'If I were a boy' by Beyonce as the drama that is happening in the video is illustrative of what the lyrics are trying to express and what the song is about.
There is also a relationship between the music and the visuals, in a way that they can amplify, illustrate or contradict. The music can be used as a visual interpretation because of the rhythm and the beats in the music.
An example for this theory is Coldplay's video for 'Yellow'. It is a very simple video, and doesn't involve many camera angles but the music amplifies the visuals and what they mean.
Goodwin noticed the theory of voyeurism; he noticed that there was often a reference of looking and often a voyeuristic approach to the female body.
Partiularly true for Lady Gaga's videos, she is often dressed in a way that could be seen as explicit for younger viewers but in almost all of her videos, there is a voyeuristic approach to her body.
An example for this theory is Coldplay's video for 'Yellow'. It is a very simple video, and doesn't involve many camera angles but the music amplifies the visuals and what they mean.
Goodwin noticed the theory of voyeurism; he noticed that there was often a reference of looking and often a voyeuristic approach to the female body.
Partiularly true for Lady Gaga's videos, she is often dressed in a way that could be seen as explicit for younger viewers but in almost all of her videos, there is a voyeuristic approach to her body.
He also noticed that there is often an intertextual reference within certain aspects of the music video, this could be a spoof or could pay homage to TV programmes or films, for example.
One video that uses intertextual references is Sabotage by Beastie Boys. It includes a number of film references that link together and therefore illustrates this specific theory.
One video that uses intertextual references is Sabotage by Beastie Boys. It includes a number of film references that link together and therefore illustrates this specific theory.
Finally, he made a strong link between close ups of the artist and the genre of the music and this is an aspect that appears in a number of music videos nowadays. It is most commonly seen in the genre of pop, for example, a lot of Rihanna’s videos incorporate the use of close ups.
An example of one of Rihanna's videos would be California King Bed. Throughout this video there are a number of close ups of her face and her movement, as she is the main attraction in the video.
Noah and The Whale- 'Tonight's The Kind of Night' video analysis
Coldplay- Yellow
Preliminary Experiment
This is an audience profile that I created to help establish my target audience, by pinpointing exactly what they would be in to in terms of fashion, lifestyle and music. I have chosen a range of different bands of a similar genre to The Notice which would be of an interest to the audience I will be aiming the album at. This is useful because I can look at their fashion and personas and link it to the artwork for the album and also the video. I have included an image of the Radio 1 icon, this is the station I believe my target audience would listen to, therefore it would be where I would try and get airplay for the new single and also the new video could appear on the website; linked to bands of a similar genre. I think that my target audience would be likely to go to festivals, therefore I would advertise the new single and album in a music magazine that was aimed at people going to festivals. I believe that the majority of the target audience for the band would be a mixture of boys and girls, mainly in the late teens-early twenties, therefore from my audience profile I could do further research into this sub section to find out more about the best ways to advertise and where to display the advert.
Research into Social Network
Nowadays, one of the most successful ways of advertising, to promote your product and to find out who your target audience is; the likes and dislikes, is through the use of social networking. Therefore from looking at a range of different social networking sites, I was able to find out more about my target audience and the aspects that I should include in the video and the promotional work that will run alongside it.
As the band have a facebook page, I was able to carry out some research into the other users that have liked that page, find out what other band pages they have liked and I would be able to make generic links and comparisons. Also, on the facebook page, the band have shown who their inspiration has been. From looking at the bands they have noted down, this could give me inspiration for my own music video and it allows me to look at the styling they have used in their music videos.
Using Soundcloud gives me a similar sort of idea as to who listens to their music because you can go onto their page and find out who is following them and also who has commented on any of their songs. It also is a good idea because I can listen to the other songs that they have and figure out a generic style that could be used for the album cover.
http://soundcloud.com/the_notice
Surveys
Below are some pie charts which I created from a survey I carried out to find out some more about my target audience. The results will give me a clear indication as to the likes and dislikes of my target audience and an insight into the types of things they would want from a music video or album. After analysing my results, it allows me to distinguish links between the different platforms because I now know more about my target audience.
Video pitch
Below is a video pitch that I created, using the software called Prezi. This video pitch gives a clear indication of the direction in which we want to take our music video, the ideas we already have, some inspiration from other artists/bands, the band we have chosen and more importantly the song.
Research into Digi Packs
I carried out some research into two different digi packs, both from different genres of music. I analysed both individually and commented on different aspects of the album cover and back cover, explaining what I saw and why I thought it had been created in that way. I felt that it was important that I looked at more than one, to give me a better understanding of how different artists present themselves; depending on what genre of music they are from. Below are some links to my flickr page, where I have annoted the images.
Research into Magazine Adverts
As I will be creating an advert for the album, it is important that I understand more about how they can be presented and why certain aspects are presented in certain ways. By carrying out some research into magazine adverts, it gave me a better understanding as to how to link the whole campaign together and the types of information that I will need to include to make the advert as successful as possible.Below are some images which are linked to my flickr page, where I have annotated the images.
An example of one of Rihanna's videos would be California King Bed. Throughout this video there are a number of close ups of her face and her movement, as she is the main attraction in the video.
Noah and The Whale- 'Tonight's The Kind of Night' video analysis
Coldplay- Yellow
‘Yellow’ by Coldplay has a melancholic tone with a measured rhythm. This is illustrated through the speed of editing in the video. Goodwin proposes that there is a relationship between the music and the visuals. In this case the visuals are illustrative of the measured pace of the song by showing one long take of the artist's progression along the beach.
The absence of discernible transitions adds to the elongated vowels sung and the notes that are held/played. This is further emphasised during the instrumental bridges when the artist pauses; the camera continues to track along the beach so that the character goes from close up to Mid Long Shot.
This is another music video of a slightly different genre of music, with a completely different style of video. Although this video doesn't have a wide range of shots and transitions with a big storyline, it still works well because it is iconic to this particular song and the music and lyrics are strong. After analysing sections of this music video, it helped me to see that when I come to create my own, it can be simplistic and still have the same effect for the viewer.
Preliminary Experiment
This is an experimental video, which was created to help me understand more about the equipment and software I would be using and also to enable me to put my idea across for certain genres. I worked in a pair, with Hannah Taylor and we chose to create a music video for the song 'Wonderful World' by James Morrison.
From the previous knowledge I had learnt about Goodwin's theories, we decided that because the lyrics were very strong, we would be able to create a narrative music video which had a strong link to the lyrics; therefore making the viewer think a lot more about the song.
Due to some technical problems with the software we were using, I was unable to upload some of the footage I had taken and therefore the start of my music video was never finished; so it was left black. If there hadn't of been a problem then I had planned to sit on some steps and starting of with a long shot, cut closer in; following the beats that were evident in the song.
I think there are a number of different aspects I could've changed in my preliminary video and these are the things that I can learn from for my music video. I think that when I made this video, it was too obvious, in a way that the things we had covered had all been done before; even if they had been done in different ways. I think that when I come to make the music video, I will still use Goodwin's theory of linking the lyrics with the visuals, but making it more original and something that would stand out amongst other music videos of a similar genre.
Also, I need to make the transitions smoother. There were a few cuts in my preliminary video which looked rough and as I will be having a lot of cuts merged together in my video I will have to make sure that it looks smoother and more professional.
As I worked in a pair to film this music video, one of us had to appear in it and personally, I don't think this worked very well; even though we edited the footage separately. I think that it is much better if you can have two people behind the camera filming and giving input, as it is a lot different acting than it is when you are filming. Therefore, when we come to film this music video, we are going to try and find somebody else to act; otherwise it will be my partner who will appear in the video and I will film.
I think there are a number of different aspects I could've changed in my preliminary video and these are the things that I can learn from for my music video. I think that when I made this video, it was too obvious, in a way that the things we had covered had all been done before; even if they had been done in different ways. I think that when I come to make the music video, I will still use Goodwin's theory of linking the lyrics with the visuals, but making it more original and something that would stand out amongst other music videos of a similar genre.
Also, I need to make the transitions smoother. There were a few cuts in my preliminary video which looked rough and as I will be having a lot of cuts merged together in my video I will have to make sure that it looks smoother and more professional.
As I worked in a pair to film this music video, one of us had to appear in it and personally, I don't think this worked very well; even though we edited the footage separately. I think that it is much better if you can have two people behind the camera filming and giving input, as it is a lot different acting than it is when you are filming. Therefore, when we come to film this music video, we are going to try and find somebody else to act; otherwise it will be my partner who will appear in the video and I will film.
Audience Profile
This is an audience profile that I created to help establish my target audience, by pinpointing exactly what they would be in to in terms of fashion, lifestyle and music. I have chosen a range of different bands of a similar genre to The Notice which would be of an interest to the audience I will be aiming the album at. This is useful because I can look at their fashion and personas and link it to the artwork for the album and also the video. I have included an image of the Radio 1 icon, this is the station I believe my target audience would listen to, therefore it would be where I would try and get airplay for the new single and also the new video could appear on the website; linked to bands of a similar genre. I think that my target audience would be likely to go to festivals, therefore I would advertise the new single and album in a music magazine that was aimed at people going to festivals. I believe that the majority of the target audience for the band would be a mixture of boys and girls, mainly in the late teens-early twenties, therefore from my audience profile I could do further research into this sub section to find out more about the best ways to advertise and where to display the advert.
Research into Social Network
Nowadays, one of the most successful ways of advertising, to promote your product and to find out who your target audience is; the likes and dislikes, is through the use of social networking. Therefore from looking at a range of different social networking sites, I was able to find out more about my target audience and the aspects that I should include in the video and the promotional work that will run alongside it.
As the band have a facebook page, I was able to carry out some research into the other users that have liked that page, find out what other band pages they have liked and I would be able to make generic links and comparisons. Also, on the facebook page, the band have shown who their inspiration has been. From looking at the bands they have noted down, this could give me inspiration for my own music video and it allows me to look at the styling they have used in their music videos.http://soundcloud.com/the_notice
Surveys
Below are some pie charts which I created from a survey I carried out to find out some more about my target audience. The results will give me a clear indication as to the likes and dislikes of my target audience and an insight into the types of things they would want from a music video or album. After analysing my results, it allows me to distinguish links between the different platforms because I now know more about my target audience.
Video pitch
Below is a video pitch that I created, using the software called Prezi. This video pitch gives a clear indication of the direction in which we want to take our music video, the ideas we already have, some inspiration from other artists/bands, the band we have chosen and more importantly the song.
Video pitch on Prezi
Research into Digi Packs
I carried out some research into two different digi packs, both from different genres of music. I analysed both individually and commented on different aspects of the album cover and back cover, explaining what I saw and why I thought it had been created in that way. I felt that it was important that I looked at more than one, to give me a better understanding of how different artists present themselves; depending on what genre of music they are from. Below are some links to my flickr page, where I have annoted the images.
Research into Magazine Adverts
As I will be creating an advert for the album, it is important that I understand more about how they can be presented and why certain aspects are presented in certain ways. By carrying out some research into magazine adverts, it gave me a better understanding as to how to link the whole campaign together and the types of information that I will need to include to make the advert as successful as possible.Below are some images which are linked to my flickr page, where I have annotated the images.
Storyboard
Before the actual creation of the storyboard and the animatic, I thought that it would be a good idea to create a rough plan of what would actually be in the music video. I have included a brief insight into the order of the music video and also the timings that will be useful when we actually come to create the music video.
Schedule
It is important that we have a schedule for the filming of the music video and the creation of the advert, so we know exactly what dates we have organised; so that we can make sure we complete work for the deadlines. A schedule is important for everyone involved in all aspects because it is then clear for everyone what the plans are and when they will be happening. Attached below is the schedule for the planning of the music video, advert and digi pack and also the creation of all those aspects; including drafts and final outcomes.
Thursday 20th October
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All planning and research complete
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Tuesday 25th October
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Magazine Photo-shoot
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Thursday 27th October
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Forest Video Footage
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Sunday 6th November
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Band Video Footage
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Saturday 12th November
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Live band footage
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Thursday 3rd November
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Research + Planning uploaded on blog
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Thursday 17th November
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All filming to be complete and given to Mr Boundey
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Thursday 1st December
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Editing complete
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Thursday 15th December
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Evaluation complete on blog
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Thursday 5th January
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All complete
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Shot Plans
Underneath is a table of shot plans for the filming of the music video. It states clearly which frames will be shot in certain locations, the equipment we will need; as well as props. This is a vital part of the planning process because instead of filming in order, which isn't necessary, we will plan which shots we need to take in each location.
Frame
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Location
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Equipment
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Props/ Costumes
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1, 8+10(cuts of different angles in the forest.) 21,22,23,24,25
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Allensford forest
Chopwell Woods
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Camera, video recorder, tri pod.
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Black make-up
Mirror
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2,3,4,5,6,7,19,26,27,
28,29,30
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Rehearsal place
Live Gig
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Camera, video recorder, tri pod.
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Microphone stands, instruments (provided by the band)
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This is a relatively small shot plan list, but this is only because we are only filming in two main locations, therefore the shots will be spread between the two. Now we have an idea of how many shots will be filmed in each place and which shots we can take for the whole music video. This will help with the time management because we can go to one location and know exactly which shots we need to film.
From carrying out research into a number of different bands, with a similar genre to The Notice, it became apparent that not many of them included a picture of themselves as the actual album cover; instead opting for an image or cartoon like drawing. The few album covers that did show a picture of the band where often distorted so that you couldn't actually see the band as a whole. The music videos I looked at were all of a simialr genre to The Notice and they gave me insipiration as to the direction I wanted the music video to go down and the kind of styling and editing techniques I could use.
I think that this will be the most important brand identity throughout the whole campaign, and even though it is simple, it is what will link all 3 aspects together.
I am taking the inspiration from Florence + the machine, who use the same font style for their name throughout every campaign; whether it is the album cover or appearing in a magazine and this is something that is unique to them and something that is instantly recognisable. I will be using this style of writing for the album cover, the advert and it will appear in the beginning of the music video on the drums.
Brand identity is something that would be an even bigger aspect for The Notice. because they are an unsigned band and are only known to a few people. Therefore there would have to be something that would link each aspect together.
Also, specifically for this campaign, another piece of brand identity will be the use of colour and how it is displayed. This is because for the album cover and the advert, the whole thing will be monotone and on the CD cover, her lips will be red and on the advert the girl standing in the middle of the trees will be the only thing in colour. We will also use this aspect in certain parts of the video. Therefore, this is something that will link the three media productions together and would be something that would be instantly recognisable.
Plans for digi pack
This is the first draft for the CD cover and is something that will be built upon. One aspect that won't be changed is that of how it is displayed, we are keeping it as a drawn image, instead of using a photograph. This is something that will be unique and would make it stand out against the other CD's on offer of a similar genre. When I draw this image for our actual CD cover, I will make sure that all the proportions are right and that it looks more like a photographed image; but not too much where it doesn't look like it has been drawn The reason I have designed the cover like this is because it takes inspiration from the ideas for the video and also is a representation of what the song is about and what the band actually wrote the song about. It is all about the supernatural and takes into consideration the aspects of ghosts, but one reference is that of a girl. Therefore I wanted to create an album cover that captured a girl who was almost possessed and this image doesn't give too much away as to what will be in the video, but gives a clear indication. I incorporated the name of the album as a tattoo because I wanted it to be different and instead of making it stand out alone, it stands out as a whole with the image. It keeps the same styling as the advert and the video and therefore means that all three productions are linked. Originally I thought I would draw her with her mouth closed, but after experimenting with different ideas, we thought that it looked better with her mouth open.
Underneath is a link to flickr, where I have added tags to this image to explain a little bit more why I have included certain aspects and also something that we are planing on changing already; which will also be like brand identity for the band's overall campaign.
Plans for magazine adverts
Above are the plans I have for the magazine advert. On the left is the overall plan for the layout and on the right is the kind of image I would like as the background. The image of the trees will link with the music video because the majority of the shots will be set in a forest. The girl that will be appearing in the music video will also appear in this shot for the magazine, she will be standing in the distance, in the middle of the trees; so that she is still obvious, but hard to make out. I want to keep the image in black and white and then use a similar technique that will be used on the CD cover, the girl will be in colour, therefore she will stand out against the monotone colours around her.
On the right is the overall layout for the advertisement. The majority of the advert will be the image and then the words above will be printed on the top; in that design. From looking at a range of album adverts, the aspects that I have included on this plan are what was included on most of the adverts I had looked at; if not all. I have included the fact that is a debut album, the album title, the band's name and the date of release; along with somewhere you can pre-order, the website and the record company's logo. These are all the vital things that you need to display on an advert to make sure that viewers can clearly see them.
Risk assessment
An important aspect that has to be fully thought out before any filming or photographing takes place is the risk assessment for everyone involved; both the actors and the band, as well as myself who will be filming. It is vital that we work out what risks there will be, who will be involved and what further precautions we need to take.
RISK ASSESSMENT
Group: Rebecca Lambert and Hannah Taylor
Activity: Filming music video/ photographing for advert
Objectives: Music video and advert
2.1 HAZARD
List the hazards which could cause harm
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2.2 RISK
List who might be harmed and how
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2.3 CONTROLLING RISK
List existing precautions and whether more should be done
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2.4 RECORD YOUR FINDINGS
List what actions you’ve taken
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2.5 REVIEW AND REVISE
Is any further action required before, during and after the visit
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Weather
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Equipment
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Cases to put all the equipment in.
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Made sure we have the correct cases for all the equipment.
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Check the weather forecast the day before we plan on filming and have a back up plan.
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Wet surfaces
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People involved in the filming and acting.
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Safety check the area we will be filming first and brief everyone involved.
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Make sure everyone involved is aware of any slippy surfaces that could potentially cause an accident.
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One person needs to safety check the area before any filming starts.
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Wires
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The band and people filming.
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Find out how many wires there will be and secure a plan of the layout.
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Cover all the wires on the floor with masking tape.
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Make sure that everyone is aware where the wires are.
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Allocation of roles
As I am working in a pair, it is going to be vital that we share the responsibilities equally; so that everything is done to a high standard and also so we meet the deadlines. We have both shared the responsibility of the planning aspect. There was an equal input of ideas and we both contributed our own opinions. The research was all done independently, the research into Goodwin's theories and we found our own adverts and digi packs to analyse.
We both decided what would be in the video and how we could do it, by comparing the outcome we wanted to achieve to other music videos of a similar genre. I then took all this information and created a prezi, so that we could show the information in a clear, but more creative way.
Hannah Taylor created all the images for the animatic, by drawing them all on the post it notes in preparation for the filming. I created a storyboard which is another way that we could see exactly what would be in each frame and the timings that would run alongside. I came up with the ideas for the advert and I drew the first drafts of each of these and Hannah came up with the ideas for the digi pack.
When it comes to the filming, I will be doing the filming while Hannah acts in the video and the editing will mostly done by Hannah; something which will include both of our inputs. It is much better to have two peoples inputs and opinions; to decide if something is working or not. I will be drawing this image for the final draft of the digi pack and Hannah will be creating the other panels to run alongside it. I inputed my own ideas for the other panels I took the photo that will be used for the advert and it will be my responsibility to create the overall advert, with constant input and feedback from Hannah.
