Film Synopsis/Treatment
Characters : One Individual
Drink *inset name here* - For Personal Success
Initial Idea
Title: Why Run?
Medium: NIKE Running Television Advertisement 1080p Film
Running Time: 2:50
Characters : One Individual
Target Audience: The target audience for 'Why Run' will be consumers of NIKE running equipment. This target audience consists of a vast range of individuals both male and female and additionally the focus will be internationally due to NIKE being a multinational company, and one of the leaders in the market. The production is filmed to encourage those who are not already running on a regular basis to run. NIKE products have been used throughout, the actress' attire was entirely NIKE in addition to the running shoes. Furthermore the video should be inspiring to those who already run or take part in physical activity, and informing them that using NIKE is the best way in which to achieve goals.
Beginning: Why Run will begin with a POV shot of an individual looking at their watch. The Apple watch used will begin a countdown in order to indicate the individual is about to start running. The audio in this beginning scene will be a constant build up to the next part of the clip and should match the countdown of the watch, sounding similar to the ticking of a watch. As the countdown finishes, the audio changes to loud tribal drums to create an atmospheric feel to the video. Furthermore the short cut clips will begin, including the NIKE logo, running trainers and the film's title, 'Why Run?'.
Middle: After the introduction concludes, the clips cut to a wide angled shot of an individual beginning their run outside their house, taking a final glimpse of the watch previously seen at the start of the film. The following clips show the protagonist running through the streets of London, facing the elements and continuing their exercise. The audio remains as tribal drumming which continues a fast pace throughout. Shots from all angles will take place within this scene, giving a complete perspective of the individual running. Throughout the middle scene, clips will reference back to the advertisement tile of 'Why Run?', asking the audience directly this question, but discreetly answering it with a response of showing a NIKE logo after this question. The running will continue and scenery will begin to change, presenting to the audience that using NIKE trainers will enable runners to complete exercise in all environments. Match on action and continuity editing will be used throughout this scene.
End: As the runner reaches a park, the music begins to slow down and drumming tempo reduces. This means each clip will last slightly longer than the fast pace atmosphere that has occurred until this moment in the film. 'Why Run?' and NIKE logos make an appearance in the longer clips. The final clip shows the runner back at her house from the opposite direction, as though she has returned from a very intense and proactive run.
Insert - NIKE LOGO on drum beat & 'Why Run?'
Storyboards
Shot List
The following pre-production materials were produced to follow my original film concept. However throughout the production of 'Why Run?', the film began to develop into a more captivating and interesting production, meaning the initial storyboards, scripts and shot lists became redundant. I gained footage for the planned production, however with editing and additional footage the productions storyline and overall style was changed. Below shows the concept and initial planning stages representing how independent film productions can change throughout stages of development.
Beginning: Why Run will begin with a POV shot of an individual looking at their watch. The Apple watch used will begin a countdown in order to indicate the individual is about to start running. The audio in this beginning scene will be a constant build up to the next part of the clip and should match the countdown of the watch, sounding similar to the ticking of a watch. As the countdown finishes, the audio changes to loud tribal drums to create an atmospheric feel to the video. Furthermore the short cut clips will begin, including the NIKE logo, running trainers and the film's title, 'Why Run?'.
Middle: After the introduction concludes, the clips cut to a wide angled shot of an individual beginning their run outside their house, taking a final glimpse of the watch previously seen at the start of the film. The following clips show the protagonist running through the streets of London, facing the elements and continuing their exercise. The audio remains as tribal drumming which continues a fast pace throughout. Shots from all angles will take place within this scene, giving a complete perspective of the individual running. Throughout the middle scene, clips will reference back to the advertisement tile of 'Why Run?', asking the audience directly this question, but discreetly answering it with a response of showing a NIKE logo after this question. The running will continue and scenery will begin to change, presenting to the audience that using NIKE trainers will enable runners to complete exercise in all environments. Match on action and continuity editing will be used throughout this scene.
End: As the runner reaches a park, the music begins to slow down and drumming tempo reduces. This means each clip will last slightly longer than the fast pace atmosphere that has occurred until this moment in the film. 'Why Run?' and NIKE logos make an appearance in the longer clips. The final clip shows the runner back at her house from the opposite direction, as though she has returned from a very intense and proactive run.
'Why Run?' contains no dialogue and therefore the scrip will consist of stage directions and detailed notes.
SCRIPT
Beginning
EXT - London House
Anna Weston: Point of View shot of Apple Watch as the countdown for the run begins
Direction: Hold arm up as though you would when looking at a watch, tap 'start' button on the watch and continue to hold watch up as the countdown begins
Insert - NIKE LOGO on drum beat & 'Why Run?'
EXT - London House
Establishing wide angled shot of the protagonist's city house, as she views her watch and begins to run. Actress turns to her right out of the porch and continues to run in the same direction.
As the protagonist continues to run, match on action shots from low angles will be visible on screen. The street remains the same and the runner followers her current path along the road.
EXT - City Streets
Match on action and continuity editing allows for discreet location change within scenes - Runner follows pathway and then jumps up onto stone area in centre of shot. Two cameras will be used to film this, one behind as a following shot and second camera on the stone wall filming the protagonist's trainers as she jumps upon the wall.
EXT - QUICK CUT TO RUNNING DOWN CONCRETE STAIRS
Short clip of the individual running down stairs cuts to a medium close up running under a bridge, showing almost a reaction shot of the actress. As the music changes a longer clip is shown - wide shot of the runner with billboard/sign behind her and no other people in shot.
TIME-LAPSE SHOT OF CITY STREETS - This indicates time passing and continues fast pace due to the busy streets of London.
EXT - Bridge on Southbank, London
Three match on action shots will be shows whilst the actress runs across the bridge. Each cut will be in time with the music as the drums are hit. Runner continues as before, simply running in the same direction as a reasonably fast pace, proving she can succeed in this run and face all environments.
EXT - City Streets
Actress sits on the floor in the street and holds her ankle. This presents to viewers that she may have picked up an injury whilst running. However this clip is followed by NIKE LOGO and 'Why Run?'.
Furthermore the next set of clips continue along Southbank, London and the runner proceeds with her run without any sign of injury. These clips combined show NIKE to be inspirational and the reason to run.
Insert - NIKE LOGO on drum beat & 'Why Run?'
AUDIO - speeds up - Many clips will be used in order to maintain the pace of the film and match the audio that the audience can hear. These clips will be tightly cut match on action shots.
EXT - Running area in City
Audio - Slow Down
As the tempo of the drums slow down, the clips follow this trend accordingly. The protagonist will continue running through the park area, however on every drum beat NIKE LOGOs and 'Why Run?' will be shown, interrupting the clips but gives a very intense atmosphere to the advertisement.
Insert - NIKE LOGO on drum beat & 'Why Run?'
EXT - London House
The individual's run is coming to its conclusion, and the last shot is the protagonist running from the camera's right hand side as though she has done a complete loop, indicating to the audience she completed a long, intense run that NIKE helped her achieve.
Storyboards
Shot List
Schedule
Equipment
Call Sheet
Props
Filming : Tuesday 6th October - Full Day
Editing : Friday 9th October - Onwards
Equipment
Canon 7D
Canon 5D
Rode Mic
Tripod
50mm Lens
80mm
Call Sheet
Anna Weston
Props
Trainers
Energy Drink
Apple Watch
Map
Energy Drink
Apple Watch
Map
Production Schedule
The following pre-production materials were produced to follow my original film concept. However throughout the production of 'Why Run?', the film began to develop into a more captivating and interesting production, meaning the initial storyboards, scripts and shot lists became redundant. I gained footage for the planned production, however with editing and additional footage the productions storyline and overall style was changed. Below shows the concept and initial planning stages representing how independent film productions can change throughout stages of development.
This film production will be used as a promotional video.
Beginning: The film will begin with a view of an individual awakening in bed. The voiceover will then begin explaining the aims and goals of the individual as they remain in bed. Then V/O will discuss the problems with achieving these goals/drawbacks. All of this will occur very quickly to ensure audience remain captivated throughout. These short clips will include making coffee/socialising/health excuses/too tired/wrong equipment/ that the individual might consider before achieving the goals.
Key Scenes: The middle section involves the main advertisement message, which essentially is how to change one individual's struggle into a successful achievement. Short clips will remain to keep consistency and allow audience to remain engaged. The protagonist leaves the house to complete a run. V/O still mentioning excuses, perhaps thinking about returning home. Protagonist then stops, takes a sip of sports/energy drink - upbeat music begins and they start to run. Music cuts out - "Now I'm focuses." - Time Lapse and long shots may be used. Throughout this section, many different filming and editing techniques will be used to emphasise the distance run by the individual. A diverse range of shots will be completed enabling the techniques to be effective. Although the majority of the storyline takes place on streets/running, the audiences should remain engaged throughout due to the use of voiceover and interesting film techniques.
End - The concluding scene reveals the distance and route taken by the individual. Stop motion animation will be used for this. Then promotional message is shown.
Key Scenes: The middle section involves the main advertisement message, which essentially is how to change one individual's struggle into a successful achievement. Short clips will remain to keep consistency and allow audience to remain engaged. The protagonist leaves the house to complete a run. V/O still mentioning excuses, perhaps thinking about returning home. Protagonist then stops, takes a sip of sports/energy drink - upbeat music begins and they start to run. Music cuts out - "Now I'm focuses." - Time Lapse and long shots may be used. Throughout this section, many different filming and editing techniques will be used to emphasise the distance run by the individual. A diverse range of shots will be completed enabling the techniques to be effective. Although the majority of the storyline takes place on streets/running, the audiences should remain engaged throughout due to the use of voiceover and interesting film techniques.
End - The concluding scene reveals the distance and route taken by the individual. Stop motion animation will be used for this. Then promotional message is shown.
Drink *inset name here* - For Personal Success
Initial Idea
This voiceover is essentially the thoughts of the individual, (this could be either his current thoughts, or the person analysing what is going on/what he could do better to achieve his goals.
The film would include the individual working on determination and motivation to succeed. It will be focused on his thoughts processes to convey to the audience how the individual progresses to succeed.
Short snippets to present a day in the life of the person. Quick/jump shots should be used and maintain a fast pace throughout.
The life of a city worker - turns out to all be in his head? Promotional video for perhaps Nike, Adidas, Lucosade etc?
Planning - Inspiration for editing/filming techniques
Storyboards
SCRIPT
BEGINNING - BACKGROUND MUSIC FADES IN
INT. BEDROOM - MORNING
BLACK SCREEN
Light begins to appear in the individual's bedroom. As the sleeping male begins to wake
VOICE OVER - NARRATION - PROTAGONIST
That’s what life should be like, but sometimes I face the same problem as many others, having motivation to run. I struggle to overcome the constant mind games, and continue to think up new ways to distract myself from running. I ask myself, why run?
There’s innumerable excuses;
I’m too tired
I haven’t had coffee yet
I need to work
The doctor said I shouldn’t
I’m injured
I ran yesterday
I’ll run tomorrow
It’s raining
Cuts to montage
Clips include:
Cup of Coffee
In Bed
Office/At Work
Health/Tablets
Run Tomorrow
Ran Yesterday
*STEPS OUTSIDE* EXT.
RUNNING SCENES
MANY SHORT CLIPS CONTINUE, SHOWING VARIOUS AREAS WITHIN A CITY - POV/FACE CLIPS INCLUDED - MANY DIFFERENT ANGLES
That’s what life should be like, but sometimes I face the same problem as many others, having motivation to run. I struggle to overcome the constant mind games, and continue to think up new ways to distract myself from running. I ask myself, why run?
There’s innumerable excuses;
I’m too tired
I haven’t had coffee yet
I need to work
The doctor said I shouldn’t
I’m injured
I ran yesterday
I’ll run tomorrow
It’s raining
INT. BEDROOM - MORNING
BLACK SCREEN
VOICE OVER - NARRATION - PROTAGONIST
That’s what life should be like, but sometimes I face the same problem as many others, having motivation to run. I struggle to overcome the constant mind games, and continue to think up new ways to distract myself from running. I ask myself, why run?
There’s innumerable excuses;
I’m too tired
I haven’t had coffee yet
I need to work
The doctor said I shouldn’t
I’m injured
I ran yesterday
I’ll run tomorrow
It’s raining
Cuts to montage
Clips include:
Cup of Coffee
In Bed
Office/At Work
Health/Tablets
Run Tomorrow
Ran Yesterday
CUTS TO Map - Stop Motion Animation to show how far completed on the individual run. This shows improvement and the difference made by using NIKE
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