Specification

Client requirements
I have already spoken to my client about my energy drink company. I have
also had a client meeting where I was told what my energy drink must
consist of and what requirements are needed to make a well balanced
can. Once I have created my can I will then need to create an advert for
my energy drink. I collected bullet points when I was in the client meeting,
therefore I constantly know what the client expects from me and my can
and advert design.
Video advertisement
I need to design a video advertisement based around my energy drink.
The client would prefer the advertisement to be 30 seconds. However, the
client wouldnt mind if the video is between 30-60 seconds long. My
advertisement will be difficult to do due to the fact of the drink can is
based around a Greek God Zeus. Luckily I have a faint idea of what my
advert can be. The idea is that a regular guy is watching television and his
mates come in to the room and he says hey and they reply and then the
regular guy has a sip of the energy drink and the camera pans back to his
mates and they are pulling a face and they say are you feeling okay? and
the camera is back on the regular guy but hes dressed up looking like the
god Zeus and replies ye Im feeling good, why? personally I find this
idea to be attractive to an audience as it has an aspect of humour, which
is rather appealing to a large variety of people.
Drink name
After brainstorming a few names, I have come to a conclusion by calling
the energy drink Zeus as the name is short and memorable name which
represents a powerful and might figure. This name also provided me for
many ideas for the can design. However, I find this name is very appealing
to an audience which is my intentions for the energy drink brand.
The can design
I have been given the liberty of coming up with my own can design.
Fortunately, I found the can name rather quickly this means that my
planning for the aesthetic look of the can could be developed sooner in
the project. Furthermore, the cans aesthetic look is a powerful image of
the Greek god Zeus. the image of the god was created onto Photoshop
as I took an original image of the god and drew around the image making

outlines stand out. And in the background I placed a gold Greek pattern to
match my original plan. On the robes of the god I added gold specs to
make a slight change to the amount of power the god has.

Standard expectations
I must research existing canned energy drinks and I took notes on what
the can looks aesthetically and what expectations and requirements are
present on existing cans. An example of this expectations is dates, and
barcode etc.
The slogan
The slogan was a difficult process because I couldnt honestly think of
what a good slogan consisted of, yet I looked at the competitors slogan
Red Bull gives you wings and I came up with a short but sweet slogan
Drink like the Gods. Personally I find this slogan effective due to the
intentions of the can being based around gods and power.
Target audience
the target audience for my energy drink and advert is designed to attract
any gender and age to my product. This means that the age group is
between 14+. My video will feature a humours element to appeal to all
ages.
Legal and ethical
I will need to research the legal and ethical side which is very important.
Therefore, I will need to take extreme care when Im collecting images for
my can etc. I will also need to make sure that my drink can meet all the
ethical requirements so that my product will not offend people.
Consider on screen text/music/voiceovers

For my advert video I am considering adding some sound effects or music

in the background. This is due to the fact of my advert is going to be like a
comedy sketch as I will find this to be very effective to an audience.

Target Audience
The target audience for my drink and my advert is designed to attract and
gender aged between 16+. My video will feature an iconic character which
will keep to my drinks theme of being godly. In addition to this my video
will be humorous with a fun and interesting plot twist. Yet the advert will
be subtle with a slight hint of godliness to stay true to the brand.
However, I have not started my advert yet but I am going to begin a plan
script for the advert so when it comes to the final filming process I will
play the character with ease and the other people involved in the video
with me will understand their gestures and their placement.
Script
There will a number of different actors in my advert. Yet, I will play the
main character and my friends will play the other characters in my advert.
Setting: the advert will be shot in a front room of a house.
The Advert:
I will be sat in the front room watching TV and relaxing with my energy
drink Zeus. After the scene of me on the sofa my mates will walk in and
be like hey you alright etc. I will be like ye Im fine and will take a sip
of the energy drink. The camera will then pan back to my friends and they
will be shocked and pull a face and say are you sure you are alright and
the camera will turn to me dressed as the mighty god Zeus and ill reply
ye Im sure and look back the TV.
Storyboards
I will be using dope sheets which will be sheets of script easy to read that
will be placed behind the camera so the actor doesnt mess up the lines
and can always look to refer what the line was and retake the video.
Platforms and File format
I am informed from the assignment brief that I am making a short
advertisement. Therefore, I need to ensure there are specific rules I have
followed in production, such as making sure the file format is compatible
and to also make sure that the content is appropriate for TV viewing.
File size
The file size cannot be predicted until I have an idea on what file format I
will be using and the camera, this is because they will heavily affect the

file size of the animation. Another important variable which can increase
the file size will be if it involves animation, which luckily in my case it
doesnt. The final notable variable is how long the video will be. The brief
wanted it as close to 30 seconds as possible yet you are allowed some
leeway up to 60 seconds. Although, the closer my video is to 30 seconds
the smaller the file size.

File formats
The file format that I personally think that will be suitable is a GIF or a PNG
these two format are suitable because they are large enough to hold a
video file, and these types of formats are designed for video files. A PNG is
very versatile meaning it cannot just only be able to format a video file
but PNG can format many different files. I can also use a GIF as they can
hold large video files without the concern of lag and the download speed
for a GIF is extremely fast compared to other formats such as PDF.
Furthermore, these formats are varied this means they can easily be
accessed for uploading to YouTube etc.
Compression
When reading through the brief the client explained that they do not mind
if standard compression is used, the client also went on to say that it
would also it will be fine and that the video doesnt need to be any bigger
and nothing higher or altered will be expected. Yet, if I use a high quality
camera, and save the files with CMKY colour and high definition I may
need to consider compression.
Streaming methods
As I mentioned in the platform and forms section, I have been informed
that in the assignment brief I am making a short advertisement that can
be uploaded to a television. The method I will be using to stream the
video online depends on what file format I have been specified to use.
However, the streaming method I could possibly use is are Multicast or
Peer 2 Peer. Even though these two streaming options arent full known I
personally think that these are two streaming methods that will work
effectively for my advert.
Media player
The media player is all about the file format that the video is saved under,
and what it is compatible with. An example is if I was to save the video as
a FLV or a QuickTime file I would be able to upload the video onto Google
video, YouTube, Twitter etc.

Legal & Ethical Considerations

Legal
The design copyright law and patient act was introduced for two main
purposes, one main purpose is it provides the user with a reward in the
use of this law and the second purpose is that it also protects the users
work from other people claiming or counterfeiting the users product
name or the type of product. Furthermore, the copyright law also protects
the user if their product was stolen. Before this act was familiarised as a
law there was very little that people could do to legal keep their product
safe. This became a problem due to the reason of if the product was
presented to someone else this product could be easily clamed as their
own. This law covers a wide range of different types of primary
multimedia elements. In particular, the copyright law aims at protecting
the ICT work, subsequently (especially if the product was exposed
publically for example the internet) it is a lot easier to steal and claim as
your own. This type of offense applies to the copyright software such as
MP3, songs, videos, images and text. Any type of product that someone
has taken and claimed as their own is a breach on the copyright law.
For further information about the copyright law of 1988 click on the link
below:
http://www.legislation.gov.uk/ukpga/1988/48/contents
In the United Kingdom the copyright law is enforced automatically,
meaning you dont usually have to apply or register. This law lasts for a
lifetime and moreover an additional 70 years after the creators deceased.
After this time has passes the copyright law is passed down to a new
creator heir or beneficiaries. Occasionally, the copyright law does not lie
with solely the creator, yet someone else. This can be at times hard to
track but using primary assets. However, without the copyright holders
permission this can lead you into serious trouble since you are violating
the copyright law and could substantially lead you to court or even prison.
The product that has the copyrights holder is the only person who has the
authorisation to allow their product to be produced onto the market by
someone else or some other business by any other party, even if the work
is being sorted electronically. If people are commissioned to do any kind of
design work onto the last creators product. Then they will retain the
copyright law until an agreement is signed by both of the parties stating
something else. Although if the virtual creator is employed and isnt
working for themselves then their employer will retain the copyright law.
This copyright law thrives on products which are common, especially
images, yet there is the option to use stock photos, which are photos
where the copyright owner has decided to allow their image available

freely to be able to use by the general public. However, you still have to
take into account that it may still have the copyright law on it even though
it is applied to the public. In terms of software, if you buy a software
package then what you have done is purchased a license to use that
package legally, this means that you do not own any rights to this, yet are
allowed to use it as stated by the company itself. Each of the software
packages consist of one license in which you can use on a single
computer. However, if you want to transfer this software onto a disk then
transporting it onto a different computer is against law and you will need
to purchase another license in order to create this process legally. Now
and then software companies will sell things called multi-user license in
which the package will state specific number of users who can log into the
network.

In my MM project I must take into consideration these copyright laws for

when I am the designing process of my Zeus project and that the client
is kept fully up to date about these terms and conditions of the copyright
laws.

Ethical considerations:
When working in any part of media products, restrictions always apply in
regards to exactly what you can do or say. This is to defend people from
stereotypes such as racist comments which can not only offend someone,
but it can cause them mental and physical problems in the same way
bullying can as racial dispute is a form of bullying. Due to contrary to
popular belief, the internet is a place where you can escape from the real
world, yet it provides a great deal of the stereotypical problems society
have to face each day. The internet is a place where these law are so
easily to break as people can become anonymous. This means that they
can perform these upsetting acts in the comfort of known that the people
they are harming do not know who they are. However, luckily these
people can be tracked and therefore, even on the internet, some things
are still not allowed. Obviously within different media job roles, more
restrictions are applied and are more heavily published nationally. If
someone takes offense from something they read or heard from a specific
company at individual can proceed to sue that company for a large
amount of money. However, their rules to avoid being sued.
These rules are:
You arent allowed to use images such as pictures videos and sound
clip of anyone unless you have received their permission to do so
beforehand either in document form.

 You cannot make a verbal statement about any individual that may
course the individual stress or discomfort and the statement cannot
be abusive to the individual. This is called slander.
You cant make a written statement about any individual that could
be seen as abusive or could harm their reputation. This is called
libel.
You are not allowed to use any part of someone elses work without
getting the owners permission beforehand. (Copyright laws).
You have to be conscious in how you represent and describe the
content and characters in your work since you must make sure you
are both unbiased and accurate. This applies to the following:

Race (Black/White/Asian)
Sexuality (homosexual and heterosexual)
Gender (male and female)
Disability (able bodied and otherwise)
Nationality (British or otherwise)
Class (working/middle or upper)
Regionalism (north and south)
Age (old and young)

This means that you cannot suggest in any way that one of the categories
is superior to the others and if you do then you are definitely in breach of
this rule and the product will may not be allowed to be published. There
are some laws in place which are co-working alongside these rules such as
The Race Relations Act.
Furthermore, it is essential for when I am proceeding on to the designing
planning my project that I take into consideration all of the legal and
ethical acts again to ensure that all Acts are complied with. Most of the
above are just sensible considerations but I will have to check with the
client that she is aware of all the legal and ethical considerations as and
when is necessary.
In order that I dont breach any of these rules I will have to gain
permission for each image that I use from the internet or make sure that
they do not have the copyright law established on them. Meaning that the
owner of the image is allowing people to use their image freely. Therefore,
if I do not get permission from the owner I will have to fall back on to the
free images or possibly take and use my own images.

Ofcom is a government programme that controls a lot of the united

Kingdoms television and radio to help stop a large amount of
discrimination and is operating to protect the public from offensive
material. Ofcom also cover areas such as Licensing, research, codes and
policies etc.
The regulator was created by Ofcom in the act 2002 and they received its
full authority from communications act 2003.