Unit 14 CTM Annabelle Wong : P1 pre-production material for a planned original print media product

P1 pre-production material for a planned original print media product

Meaning: The meaning of the original print media product means the original idea of my advert.

Purpose: The purpose of this section is to show how I planned the project precisely and all the ideas I had.

Lush is a British company found by a trichologist and a beauty therapist. They mainly sell beauty goods such as bath bombs, body cares, hair cares and cosmetics. They are successful not only due to the creativity of the products, but also because they support the idea of fighting against animal testing, therefore almost all of their products are vegan and are made by natural resources.

Why Lush?

When I was small, I have heard about Lush through the magazines, and was attracted by the bath bombs, they create a piece of beautiful art on the water as the bath bomb started dissolving into the water. Also, I really like the idea of not using animals to test their products, and using natural ingredients to produce their products gives more confident to the customers as not many harmful chemicals are added to the products that might cause irritation to the skin.

Advertising product

The advertising product for this project is very obvious, it is the bath bombs of LUSH. As Lush is a big brand of selling bath products, their bath bombs are very creative and good in quality.

Advertising is very important for this product, no matter how good quality the product is, if nobody knows about it, it will be wasted. Therefore it requires advertisement to raise its popularity. As the bath bombs are a still product, we could take pictures of it or make videos to promote it to the public, therefore the adverts could appear in magazines, internet, television etc.

My adverts will more likely to appear on magazines, as they are still image, sometimes might appear on newspaper or advertisements as a poster.

Their main product are bath bombs, and in my music video, I would like to advertise for Sex bomb and Intergalactic bomb, which are 2 of the most iconic and famous products of theirs.

How is my advert a brand parity with existing adverts

There are a lot of advertisement out there advertising for LUSH, so how am I going to make my advert different from others?

First, my advert is produced by my own self, therefore it is totally produced by me, including the camera angles, colour using and model.

Second, the model that LUSH usually use are middle age people, the theme is fresh. But my theme is not only fresh, but also young and energetic, therefore we have different target audience, as my target audiences are younger people, young adults and teenagers, but normally the target audiences for other adverts are adults or middle age people. We have different aims as they want middle age people to release stress in a bath tub after a long hard day, but my aim is to attract young people to enjoy the sensation that LUSH brings to them.

Third, their adverts do not include individual shots or clips of the bath bomb dissolving into the water, usually they take videos of the product only, and the only place they put clips of dissolving bath bombs are on the LUSH website, therefore my advertisement is different with them. Also, we advertise for different products.

Campaigns

LUSH is a quite big and well-known brand all over the world, one of the reason why it is so famous is because they campaign for many issues across the spectrums of human rights, animal protection and environmental preservation. They do not do animal testing and also is 100% vegetarian.

Resource: ( https://uk.lush.com/tag/campaigns)

Examples of LUSH

Resource: (https://www.youtube.com/user/Lushcosmetics)

This is an example from Lush's official Youtube page, which is an advert. The video shows the woman using the newly promoted Halloween Lush products in 2015. From the video, they show a bath tub with water, and throwing the bath bomb and bars in, and also other products such as the showering jelly. They filmed the video with the woman enjoying her shower without filming her private parts. This video gave me an initial idea of filming a person and Lush's products to show the relationship of the products and the customers.

Resource: (https://www.youtube.com/user/Lushcosmetics)

Here is an another example from the Lush's official Youtube page. This is not specifically an advert, it shows the colourful arts done by the bath bombs underwater. In this video, we can see the slow motion of the water with the bath bombs in, the colours are bright and attractive, therefore attracts customers to purchase their product.

Resource: (https://www.youtube.com/watch?v=igtllDea_QY)

This video above is not from the official Youtube page of Lush, it is a demo of Lush's bath bombs from the people. In this video, we can see the original look of the bath bombs and how they look after being thrown into the water and after they are dissolved in the water. This video gives me an idea of filming the bath bombs under water, in order to get some wonderful videos and shots. I personally like to see the bath bombs slowly dissolved into the water from the view in the water, and would like to do the same in my advert too.

Resource: (https://www.youtube.com/watch?v=igtllDea_QY)

I would like my advert use this song as background. As it is named as "Lush life", which is very suitable to my brand, this song is also energetic, colourful, relaxing and young, which are the impressions given to the customers by Lush too.

To present all my plans, I have drawn some basic idea of my adverts and posters.

These are the more detailed plan of my adverts.

This is the first advert plan. I am going to shoot the model at the centre of the picture with extreme close-up, she will hold the bath bomb and smell it, surrounded by feathers and bubbles.

This is the second advert plan. I am going to shoot the model with 3 different poses and bath bomb, I will photoshop them to a single picture, and use splashed paint as the background.

This is the third advert plan, I am going to plan it vertically. The model will jump into the air with the bath bomb on her hand. I will use colourful smog as the background so that it is colourful and matches the brand.

This is the fourth advert plan, I am going to plan it horizontally. The model will hold the bath bomb in her hand, and put it just beneath the surface of the water, I will like to create a dreamy effect as the bath bomb slowly dissolve into the water.

This is the fifth advert plan, I am going to plan it horizontally too. I will shoot the picture from the side of the fish tank, the bath bomb dissolving into the water, I will also add additional food colouring and glitters into the water, to make the water look colourful.

For the font I want to use Damien Collot, which is the font that LUSH uses on all its products, it is also one of the symbolism of LUSH, therefore I want to use it for my adverts as well, to help audiences to understand and recognize what my advert is about.

Production Schedule

This is the production schedule, it lists out the day of the photo shooting, which scene I will shoot on that day, description of the shots, location, actors and also props & tools.