Project description
SUBJECT IS ADVERTISING
You are required to write a creative brief and develop a creative deliverable in the form of a storyboard and script for a TV ad for any alcohol brand of your choice (e.g. Guinness, Heineken, Budweiser, Bacardi etc.). In particular, you will be required to submit the following:
Creative Brief
Script for a TV ad
Storyboard for a TV ad
A creative brief template will be uploaded to Moodle and all students must use this template for their creative brief. The creative brief should be succinct yet insightful and should be no more than one A4 page in length. You are encouraged to undertake background/ desk research (e.g. on the alcohol brand and their previous campaigns) in order to complete the creative brief and you should note the sources used in a bibliography as an appendix. There is no space to include these sources in the creative brief itself. Your script will include a description of what is happening in the ad (the visuals) and will also include voiceover (VO), superimpositions (Super) and SFX (sound effects). if these are part of your ad (VO, Super and SFX should be included in bold font on your script). The storyboard should visually depict the key scenes of the ad (rough sketches and stick men are fine), be produced on A4 paper and should include no more than 6 frames per page. The number of frames will depend on the nature and length of your advert but your storyboard is likely to include 10-12 frames. There will be no marks awarded for drawing ability.
NB, your creative must be your own and you must not under any circumstances copy existing creative work.
The coursework has been designed to encourage you to engage with some of the key tasks involved in the development of an advertising campaign. You will be taking on the role of an account planner and developing the important skill of writing a creative brief. In order to write a good creative brief, you will need to undertake background/ desk research for your brand another key task of an account planner. The coursework will also give you the opportunity to experience generating creative ideas and communicating those ideas in both written and visual form. You will be undertaking tasks completed by creative teams in advertising agencies (copy writer and art director) in producing a script and storyboard for a TV ad.
The creative brief (page 1), script (page 2) and then storyboard (page 3 and 4) will follow.
Script
Client: e.g. alcohol brand
Media: e.g. TV
Length: e.g. 30 seconds
Team: e.g. your name and agency name
Title of Ad: e.g. name of ad campaign
