LO3: Evaluate how the created materials meet the technical and aesthetic requirements of the client’s brief.

Looking at the products that I have created as part of my advertising campaign, I am very pleased with the outcome. I feel as though the products I made have fit the brief that Giles set me and also look very professional. My client "Small Machines" was also very happy with the products that I had created for them.

The first material I created was an audio-visual promotional video. This was something which I planned, filmed and edited myself. The brief which I was given was that my client required a "meet the maker" video to post on his Etsy store. After doing some research by watching other people's Etsy videos, I made a plan of what I though would be appropriate. Throughout the whole creation of the audio-visual promo I was in contact with my client, sending ideas backwards and forwards to make sure that the final product was something that "Small Machines" would use in order to advertise for the brand. When taking the footage for the promotional video, I used both a drone and a 4K camera. I really like the effect that the drone created as the shots were smooth and allowed for me to film things that I would not be able to manually. My only issue with the footage was the lighting as it was LED strip lighting in the workspace where I filmed. If I was to redo this I would have taken soft boxes with me and used these, combined with natural lighting to create a nicer overall effect. The one thing that I am very pleased with is the animated graphics which I created at the end of the video. This is something which I had not attempted before, but was something I did want to include at the end of the promo as I believed that it would make it look more professional. The finished result of this is very impressive and my client was happy with how it looked. Both myself and my client are very pleased with the overall finished video. Since sending it to my client, he has uploaded it onto his Etsy store which is what the purpose of the video was. This means that the product I made is in use and an effective advertising tool.

Overall, I am very pleased with the final outcome of the products I made for the campaign. There are a few minor changes I would make but as a finished campaign I am very happy with how it looks. My client felt the same, using the products as a part of advertisement for his business, "Small Machines" showing that the products I created looked professional and were fit for purpose.

LO3: Explain how the created adverts meet the codes and conventions put in place [✓]

The ASA are the Advertising Standards Agency, these are the regulatory body who ensure that advertising is suitable for its target audience. This body work on behalf of the public and work by ensuring that advertisements are suitable to be used within the advertising industry, especially for the target audience which the adverts is aimed at. Creators want to follow the requirements for adverts as in order to create a profit or spread awareness, their advertisement needs to reach as many people as possible. The ASA will investigate an advertisment if there is a public complaint about it, ensuring that it follows the regulatory bodies "Code of Conduct". These are a set of rules which the advertisment must adhere to otherwise they could face consequences. If the advert doesn't meet the ASA standards and requirements, the creators could be prosecuted and made to pay a fine. Worse than this, the advert could be taken down and therefore the advantages of creating the advertisement within the first place are removed. 

When creating my advertising campaign I had go make sure that I followed the codes and conventions that are put into place by the ASA. The regulations that are put into place are something that I had to look at during the pre-production of creating all parts of my advertising campaign. If I did not follow the "Code of Conduct" set by the Advertising Standards Agency then it could have resulted with the launch of my campaign having to be moved to a later date, which is something that would impact my whole project. 

OFCOM is the Office of Communications which are the people who help to regulate the communication within the public such as televison and radio. The Office of Communications help to protect the public from things such as false advertising as well as many other things. OFCOM have a "Code of Practice" that they have to adhere to, this is something that broadcasters need to be aware of during the pre-production stages of the creation of a product. The public are able to make complaints which will then get investigated by the regulatory body, however people may say that this is too late as by this stage the public has already been exposed to the content. If the product doesn't comply with the code of conduct then there is a chance of being prosecuted and then the video being taken down. 

I had to keep the "Code of Practice" in mind when creating my advert as I did not want any complains about it which would mean that Small Machines wouldn't benefit from the creation of this. As my advert is for kids toys I had to make sure there was no explict content in it as this would mean that it would not be suitable for children, who would be the ones that show the interest in the toys. Also as some of the things that Small Machines create are based on things such as medieval weapons, I needed to make sure that the advertising of these wasn't offensive in any way to anyone and make sure that it didn't seem like I was targeting a specific group with the creation of the advertising campaign. 

LO3: Create the media components for use in the planned campaign

These are the posters which I created for "Small Machines". Along side these I also sent my client the product shots which I took, some of which I have included in the posters. He wanted something which would appeal to both children and their parents which I believe I have created. These posters could be printed out in A5 and placed which his products in the "Sheffield Makers Shop" or simply posted on his social media pages.

This is the promotional video I created. My client, Giles, was very specific with the use of this short promo so therefore when creating it I made sure that I kept the purpose in mind. The video is to be uploaded to his Etsy store in order to "meet the maker". The video is very informative and shows off exactly what the company "Small Machines" is. 

Since sending my client the video, he has uploaded it to his Etsy store meaning that it is now being used for its purpose. 

LO3: Demonstrate the development of media products for use

LO2: Discuss the legal and ethical constraints on the creation of the campaign. [✓]

When creating the campaign I had to make sure that I had different legal and ethical issue in mind. If this is something that I didn't do then it could cause issues down the line which may lead to a delayed launch of the campaign which is something which would negatively effect my client. When creating a media product, you have to ensure that what you are creating is both lawful content and morally right. Some of the issues I had to keep in mind during the creation of my campaign are copyright issue along with the use of music and ethical considerations.

One of the main ethical issues I had to consider was the way that I portrayed some of the toys as one of them was a toy gun. Within my campaign I did not want to encourage violence, especially as the toys are for children, so I had to make sure that the image showed that it was just a toy.

Copyright issues are important to consider as this is a law which protects producers content and their intellectual property so that it is not used without permission. I had to contact my client Giles and get permissions to use the Small Machines logo within my campaign materials. It was very important for me to use the logo within my material as this is what showcases and promotes the company. Giles was happy with giving me the permissions for the logo as it would benefit his business.

All images used I took myself so therefore there were no copyright issues with the images that I used. If I needed to use any graphic or images from the internet I made sure that I filtered the usage rights to "labelled for re-use" as this meant that I would not have to get permission from the person who the image belongs to.

One of the legal issues I had to consider was the use of music within the promotional video that I was creating. The music that I used was royalty free which is something that I found on "BenSound" as there is a section for royalty free music. I had to make sure that the music I used was royalty free as it means that I could use the music without having to pay royalties for each use.

LO2: Evidence of development of further material [✓]

My client asked me to take some product shots, however he wanted these more in a poster style, just with a clean background. I did some sketches of what I wanted these posters to look like so that I had something to go off of when I was taking my photographs. This meant that I knew what shot types I needed to get. When sketching the posters I included features which I knew needed to be on the poster such as the "Small Machines" logo along with their social media channels.

This is my first sketch compared to the final poster. Originally I planned for the Small Machines logo to be positioned in the right hand corner however I decided to change this to the left-hand side as this is the place we automatically look first as we read from left to right. This means that it was a more appropriate place to put the logo. It also meant that I had to change where the social media logos were placed on the poster. I feel like the final poster looks a lot better compared to the sketch that I did as even though the concept is the same. I decided that instead of putting the name of the toy in the bottom right hand corner of the image. I created a graphic which I believe is a lot more interesting than just the name of the toy as "hydraulic crane" does not have the same ring to it. By making a graphic which said "powered by hydraulics" it meant that I could add an image, like the water drop. This is a fun touch.

This is the second sketch that I did for my set of posters. I wanted them to all be consistent so this meant that I kept the logo, name and social media channels in the same place on the poster. This meant moving them to the same place as the first poster I created.When taking the image I knew that I wanted it to be a shot of the ruler being used as this would make it really clear was the product was. I put some other stationary around and took some images but I decided they would look stronger if there was a person in them so therefore I got a person to hold the pencil, making the hand and ruler in focus with the persons head out of focus. As there was a lot more going on in this image, I decided that it did not need to have the name of the product on the poster as it was obvious.

This is the final sketch for a poster. In the original sketch I decided to have a person holding the toy gun however I though that this made it look too violent and therefore not appealing. When taking the images I decided it was better to have the toy laid down so that it looked less like an actual gun. The original name that I put down for the graphic was a "rubber band gun" however I decided that it was not good to call the product a gun as it may put parents off buying the toy. I knew that this would be something that my client would pull me up on as well therefore I changed it to be a "rubber band slinger". I believe that this made it more appealing to parents but also described what the toy was better. When creating the graphic I put a rubber band in the background to make it more interesting. I chose to do this in the "Small Machines" red as this is the main colour of the brand.



During the creation of the posters I sent many different versions back and forth to my client who advised me to what they preferred. After many changes were made, both my client and I were happy with the final posters and I exported the to a .TIF file so that they were high quality if my client wanted to print them. 

LO2: Evidence of preparing methods of gaining feedback [✓]

In order to gain feedback from the campaign materials which I created, I decided to create a survey which would be send to the target audience of small machines to see what potential customers thought about what I had created. This not only helps me know what things are strong and weak but also whether the advertising materials are something that would have a positive effect on my clients business.

I used survey monkey in order to create a series of questions which would allow me to further develop the campaign that I was creating. I took the feedback which was gathered very seriously and used it to make edits to things such as the video so that the message was very strong throughout. Below are the answers which I received to the questions which I asked in my survey.

Another way that I gained feedback which lead to the development of the campaign materials was from my client, Giles was heavily involved within the creation process with emails being sent back and forth in order to gage the best way to target Small Machines target audience. As the business is small and local, Giles knows many of his clients firsthand, this means that he could also ask these for feedback so that the most successful campaign possible was created.

LO2: Completed campaign material [✓]

This is the completed video for my client which will be uploaded to Small Machines Etsy store as a "meet the maker" video. I sent the different versions of the video back and forth between my client which allowed for him to say any changes that he wanted and give feedback on which parts he liked the best. When my client was happy with the final version of the video I exported it as an MP4 and then uploaded it onto youtube so that it was accessible. By putting it on youtube it means that it can be shared onto different social media platforms, even though the video is made for my clients easy store, but having it available to watch in other places means that it is more accessible for my target audience. Both the Small Machines logo and the links to different social media platforms as well as the easy store are shown animated at the end of the video. This means that no matter what social media channel it is watched on, there is information for other channels as well.

This is the feedback that I received on the final version of the promotional video. My client was very happy with the way that the first piece of campaign material turned out which he went on to say would be uploaded onto his Etsy Store in the near future.

This shows that the first piece of campaign material was a success and I am overall happy with the final result of the video.

LO2: Evidence of development of first campaign material [✓]

For the first campaign material, I created an audiovisual advertisement for my clients Etsy store as this is something that he requested that I create. This is evidence of my editing the video for my campaign. I set up a new project in Premier Pro. This included making sure the settings were correct and then naming my project. I then uploaded the video files which I wanted to include within my short video. These were then dragged into the timeline and arranged so that they were in the order which I believed was most appropriate. I added music and some effects to the video so that it looked complete. Each version of my video was saved as "Giles Etsy Promo" with the version number added to the end so that if anything was to happen to the file I would have backups without having to start the whole piece of campaign material again.

Originally the plan was for the drone to fly through the window of the workshop as this is positioned in a nice location with the skyline of Sheffield surrounding it. This shot would have allowed for the location to be included within the video which connotes how it is a small, local Sheffield based business. This however was something that could not be done in reality as it was not only a health and safety risk which was noticed during our location recess but unrealistic to control the drone flying through a tight space. Instead, I still used the drone but did some other different shots which could not be done with a normal 4K camera.

The music is something that I changed many times throughout the creation of this promo video. This was because I wanted it to appeal to both parents and children. At first the video was shorter without music and just had Giles talking about the products however I decided that this was not engaging so I lengthened the video and added music. The music I settled with was "Hey!" from BenSound.com which is described as happy, cheerful and catchy which was exactly what I was going for. I used BenSound as the music is royalty free so I would not face any copyright issues. Another thing I had to do was experiment with the sound balance as I wanted the music to be continuous throughout the video but there was some parts where Giles was talking and the music was overpowering his voice. In order to stop this from being an issue, I turned down the music and up the audio. I did this in a way in which it would mean that the music blended together, fading smoothly as the voiceover started.

LO2: Gantt chart for scheduling the release of the campaign [✓]

This is the gantt chart for the release of my campaign. It shows when each of the products which I am going to create will be released. The gantt chart shows that the release of my campaign will be over 4 weeks, with the instagram uploads spanning over the four weeks, being uploaded every wednesday and sunday. The other three products will be released seperately over the 4 weeks. By having this campaign release schedule it not only allows my client to know when each material is going to be released but also allows for changes to the dates as this is a working document.

LO2: Risk Assessment for location filming & photography [✓]

This is a risk assessment for the Exchange Place Studios which is where I am going to be filming and taking images for my campaign. I completed the risk assessment based on the location recce I did along with any other risks that were possible to happen. By doing this I can plan the way to avoid the risks that could happen meaning that my personel stay safe and my filming is as successful as possible.

LO2: Location recces for shooting & photography [✓]

This is a location recce which applies to both the filming and photography which is required for my campaign. I went to look around the studio which my client works in and is the "hub" of Small Machines business. The feel that the location gave me was exactly what I was wanting for filming and it was also a suitable location for the photography required. There was no concerns within the location, the only health and saftey risk was the wide opening windows due to the building being old however throughout my visit to the workshop and during filming these would be closed due to sound so they were no need for concern. 

LO2: Roles and responsibilities of the group members [✓]

At the start of the campaign I was working with another student, Lucy. We planned the roles and responibilies which we would have to take within the group however unfortunetly my team member left so I completed this campaign by myself. This meant that I had to make sure that my planning was very accurate to make sure that I gave myself enough time to film and edit the short video as part of the campaign along with completing other tasks such as creating a protfolio of product shots. Timing was a very important part of the project as I had to allow for time to create all of the preproduction documents along with communicate with my client, Giles, so that we could do filming a time that was suitahle for him. Overally I was responsible for everything to do with the campaign that I created due to working alone. 

LO2: Production plan for the campaign [✓]

 This is the Gantt chart for the production of my campaign for "Small Machines". By creating a Gantt chart as part of the pre-production process it allows me to plan my time effectively and visually by showing the time which each task will take. Gantt charts are a working document which means that they can change depending on different factors. I will also be creating a Gantt chart for the release of the campaign.

LO2: Identification of Target Audience for the campaign [✓]

The target audience for "Small Machines" is females aged between 25-35. The actual products that "Small Machines" make are meant for children, more so aimed towards males, aged between 5 and 10. However the advertising needs to be suitable to please both mother and child. Gemma is a potential client for "Small Machines", she is a mother of three small children and is aged 32. As Gemma is a professional, having a job share in order to balance her work with her busy life of beign a mother, she is very aware of the current world. She has a high level of education due to her being degree level trained, making her informed and interested in current affairs. This means that she takes a large interest in making sure that her spending is ethical, this is one of the things that "Small Machines" thrives in doing. Gemma tends to try and buy products that keep in touch with her environmentally concious attitude, making sure that they are prosustainably sourced. When buying toys for her three boys, her youngest being 5 and oldest being 8, she makes sure that she still keeps in line with her views. "Small Machines" products are all made of sustainably sourced materials, with not a battery in sight and all plastic being 100% recyclable, making them environmentally friendly. The entire range of "Small Machines" products are designed and made in Sheffield, meaning that they are created in the local area for Gemma. In keeping with her envirnmentally concious attitude, the products are all sources for FSC (Forest Stewardship Council) certified timber meaning that our forests will live on for future generations. The products will appeal to her children due to the hands on but also educational approch to fun, education is something that is important to Gemma due to her own high level of education which she wants her sons to follow. "Small Machines" products teach the basic principle of enginnering through the building of the toy kits but also including fun for all. As Gemma is a well educated women, it means taht she is part of the NRS ABC1 class group, meaning that she has the dispostable income to spend on things such as toys for her three children, especially environmemtally concious toys. 

LO2: Mindmap of ideas for campaign materials [✓]

This is a mindmap of campaign materials which I could create for my client. This means I can see which ones are the most important and would make the biggest impact to improve my clients business and increase the sales that Small Machines obtains due to the campaign materials I have created. 

LO2: Evidence of contacting client [✓]

These are the emails that were exchanged between me and my client. This shows the strong and friendly communication I had with Giles during the whole creation of the campaign.