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Visual Development of Ideas and Treatments

 Mood board

My mood board video analyses methods in which I can think about targeting an audience base and it also has examples of methods I can use to both inform an audience on our product as well as engage them. I have found a selection of advertisements aimed at the demographics we are trying to reach. The analysis of the HP and the McCain advert help me target families, the Apple advert helps me target an audience base of explorers and mainstreamers and finally the Uber promotional video gives me some inspiration on how to target aspirers.

Treatment

Shot 1 - Starts with an old grainy image of a child being held in his fathers arms, the photo comes to life to reveal that same child holding his own child along the beach. This shot is a high angle shot looking down upon the loving family. The shot will be a long shot in order to show the full body of the man and his child.
Shot 2 - This is a close up shot of the man gazing down upon his child lovingly, he kisses his son on the head. The angle will be eyelevel to make it seem very natural as if we are in the situation.
Shot 3 - This is a long shot it will start off as a shot facing the sea, it will slowly pan up to reveal a man and his wife sat in beach chairs capturing footage of their baby taking his first steps along the beach. 
Shot 4 - Mid shot taken of the parents phone screen taking videos of the child. The shot will be a high angle in order to look down upon the child in the same way the parents are. 
Shot 5 - The next shot will be a mid shot of the parents picking up their child and hugging it. The shot will be eyelevel in order to make the scene feel more natural therefore making the audience feel more connected with it.
Shot 6 - Long shot taken of the parents sitting in their beach chairs looking at the sun setting. The use of a high angle allows us to see the father is looking down upon the old picture of him and his father, he looks someone sad when reminiscing.
Shot 7 - Close up over the shoulder shot of man looking at the photo longingly, he then turns towards his child sleeping in the mothers arms.
Shot 8 - Close up shot of child asleep in mothers arms.
Shot 9 - Close up of mans face, he is looking in the direction of his child lovingly, he then looks down.
Shot 10 - Over the shoulder shot, high angle of man opening ancestry app and adding a new page which he names after his father.
Shot 11 - Mid shot of man sitting on his phone on beach, post bubble appears above his head which tells the audience what he is typing, it says "Dad always said he wanted to make his final steps on this beach,  that may not have happened but baby Hayden just took his first steps here today". 
Shot 12 - Over the should shot, high angle of the dad adding in the old image next to the images of him with his baby.
Shot 13 - Long shot of the man sitting on the beach hears notifications and picks up his phone, next to him appears a page feed for his dad in which lots of people keep adding their own memories of his dad.
Shot 14 - Close up of the mans face as he looks up towards the sky trying to hold off tears due to the happiness he feels that people cared about his father. 
Shot 15 - Mid of man looking up towards sky, this is a drone shot and as he goes to embrace his child, drone flies up still capturing the family. Once it is fully zoomed out it captures lots of people walking across the location, their own family trees appear using CGI, these family trees intertwine with others in the area. A narration then says, "Ancestree, Celebrate and Explore Your History". 

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