My FMP

Pitch
Kirsty Pickett

Brief Overview of my Idea.

My Idea is

A fashion Lookbook, YouTube styled video.

I really wanted to create a YouTube styled video since I love watching YouTube videos and I think that it would be really fun and
creative project.

I thought that a fashion video would be a good way to show creativity and flairsince these are usually the types of video where
you can choose certain locations to give the video an overall look and is a good way of experimenting with unique shots and
clever editing techniques. However, to be able to do this, it mainly depends on the layout of the video. A lot of fashion videos
can be very plain as they only have close ups of each clothing item and some people just stand in their room and film it.

This is NOT the style that I am going for.

Instead I am creating a Lookbook styled video which allows you to use photogenic locations and to use a lot of nice shots and to
edit it really creatively.

A lot of fashion videos have voice overs in their video where they explain the outfit, however the vibe that I am going for would
probably be ruined if I added a voice over. I want to let the music create the right vibe for my lookbook and a voice over would
mask the music.

I am going to be showing 5 different outfit ideas and I am going to be the one modeling the outfits. This means that I will have
to get my sister to film for me.

Genre

Target Audience
My target audience for this project is going to be teenage girls
from the ages of 11-20.
The reason why I think that this is an appropriate target audience
is because this is the age group that girls care about what they
look like and what they wear. Since this is the point, I think that
this video would be most helpful for girls of these ages.
Also, since I am 16 years old myself, Im sure that anyone older
would probably not be as interested since they are a lot older than
me and their fashion sense may be more grown up to the outfits
that I am showing.
I think that starting my target audience from 11 years old is a
really good choice since that is the prime age for girls to become
interested in fashion, so hopefully my video could help them out.

Social and Ethical Issues.

With my target audience and with my video itself, there comes some social and ethical issues.
Since my body shape isnt the same to every other teenage girl, this video could result in some girls
feeling ugly or too fat or too skinny.
I have a medium sized body. Im not fat but Im definitely not extremely skinny either, Im in between.
Because of this, I dont think that I could upset too many people because I obviously dont have a super
model body that would make people feel ugly.
However, because of my body it could make people feel worse because Im not skinny or fat and those
are two insecurities that a lot of teenage girls have.

How to deal with these issues.

Since I am not including a voice over in this video, it will be a lot more difficult to make it clear that
wearing an outfit shouldnt make you feel insecure.
Since I cant explain this in the voice over, I have decided on certain outfits that would be appropriate
for all body types. This means that I have tried to avoid really skimpy clothes since it would make
people feel insecure about their bodies.
But, this video is a summer outfits video so I am still going to be including things such as dresses and
shorts because it fits with the season.
Ive tried not to include outfits that girls with a different body type couldnt wear, but at the same time I
am also trying to promote body confidence so by wearing clothes that work for my body, hopefully it
will let girls know that it doesnt matter if they have a perfect body, it matters that they feel confident in
their clothes.

Representation
The representation in this production could imply that all girls
have to have an interest in fashion and that fashion is a girls
number 1 priority. This is quite a big stereotype and although I
fit into that category since I have a huge interest in fashion, I
do not want my video to be based around this stereotype.
Another representation this video could have is that a girl
should care about fashion so that it can get male attention.
However, I want to present the idea that you shouldnt be
dressing nice to impress others, but you should be dressing in
a way that makes you happy and makes you feel confident
about yourself.
I want to make it clear that Fashion is a hobby that people
enjoy to do and if a girl doesnt like this hobby, then it is
absolutely fine.

Legal Requirements
The only main legal requirement for my video will be using copyrighted music.
As my video is based around the music I use, it is especially important that I choose copyright
free music otherwise the video would end up either being muted or actually taken down.
However, this may be a little bit tricky for me to do because of the type of music that I want to
use. The type of music that you usually find that is copyright free is background music,
however the music I am using isnt background music. Also, I want it to sound a certain way
which might be hard to find.
So I went onto YouTube and searched Copyright Free Remix and it came up with quite a few.
When looking at the music, I came across a few YouTube Channels that specialise in Copyright
Free music.
Here are the YouTube Channels:
--NoCopyrightSounds
-CopyrightFreeNetwork
-heroboard Free Daily Premiere Songs
-BestModernMusic
-Waveform - Music without copyright

Audience Response
Before developing my idea any further, I created a survey
including a variety of different questions that would help me
decide on the best possible outcomes in my video.
I went onto SurveyMonkey.com and created a survey. I then
sent out my survey to 20 people that I know in the desired
target audience.
My survey consisted of 10 questions, however two of the
questions really helped me out with developing my idea and
getting to know exactly what my target audience wants to
see.

Results
After receiving my 20 surveys back, I counted up the results and for this
question
Industrial got 3, Countryside got 7, the Beach got 8, Indoors got none
and other got 2. The 2 people that suggested other said In mysterious
places and the other said At a festival.
Now these results gives me a good idea at what locations I need to be
searching for before I film. Also the suggestions from the two people
that said other are really helpful and have given me some really nice
ideas for places to film. However, I am not attending any festivals
between now and the deadline so I wont be able to film at a festival,

Results
After counting the results for this question, it showed that, Girly got 5,
Casual got 2, Dressy got none, Hipster got 2, Festival got 6, Tumblr
Inspired got 5 and Other got none.
After receiving these results, I started thinking about what sort of outfits I
should include in the lookbook. Originally, I was thinking about sticking to
a certain theme of outfits but now I have decided to include a lot of
different styles. Since the categories Girly, Festival and Tumblr
Inspired got the highest results, I am mainly going to focus on outfits of

Preferred, Negotiated and

Oppositional Responses.
Preferred This response would be someone knowing that
they have learned something about fashion and will take
inspiration from my video.
Negotiated This would be a response from someone that
feels as if the video was enjoyable to watch and they thought
the outfits looked nice but they wouldnt want to re-create the
look for themselves. Probably because they have a different
sense of style or may not be very interested in fashion.
Oppositional This would be a response from someone that
didnt like the video at all and didnt find it enjoyable to watch
or education in any way. They would probably think that
watching someone model outfits is pointless and that there is
no need for it because they can simply go to a store to look at
clothes. This response would probably come from someone
outside of my target audience.

Inspiration
After collecting my audiences response, I could
then start planning my idea further in terms of
outfits and locations. However, before I start
planning, I wanted to do some secondary
research where I searched for some inspiration
for the general layout and the way that I want my
video to look.
I went onto YouTube to search for Lookbook
videos that have the same vibe that I want to go
for. I came across a few videos that really stood
out to me. The shot types being used and the
general vibe of the videos are what I want to recreate.

https://www.youtube.com/watch?v=
aVQyGPUcLGw
Here are some pictures
from the video of the
shots that I liked the best.
It helps to create a certain
vibe that I also want to
create.
However, not only is the
visual aspects of this video
creating the right vibe, but
also the music used is what
I have also taken inspiration
on.
This video, on the other
hand, includes a voice over
which I am not going to be

https://www.youtube.com/watch?v
=wk_GOw67FRY
The reason why I liked this video a lot and took
inspiration from it is because again, the shot
types were really nice and it created a really
nice, relaxed vibe. I found that with this
lookbook, they included a lot of landscape
shots which I thought made it look really nice
and emphasised the fact that it is a Summer
Lookbook.
This video also used really good music which
also helped create that relaxed vibe.
This video especially, reflected to ability to be
extremely creative in post production.

Locations
After getting my audiences response on locations that I
should film in, I started hunting for locations that match
the audiences answers.
I really took into consideration the idea about a
mysterious place for a location. I then started to think
about places that may seem quite mysterious.
Here are the places that I found:

Locations

The Beach

I am also planning on filming two different outfits in Weymouth. One outfit

will be filmed on the beach and the other one will be filmed in Portland Bill.

The reason for my choice is because in my survey, the location choice of

the beach was the one with the highest result. Since I do not live near a
beach, I will travel to Weymouth and whilst Im there I am going to film
two outfits.

The reason why I also want to film in Portland Bill is because the view is
absolutely beautiful as it looks over the beach and the sea. I thought that
this would be a brilliant place to film an outfit.

Since I dont actually live close to a beach, I wasnt able to do a test shoot
since it would mean for a higher budget since it would cost a lot in petrol
money to visit the beach twice. However, I have visited both of these
locations quite a few times in the past year for me to vividly remember
how they look and if it is possible for me to film what I want to film.

Resources
For me to be able to film this video, I will not need that many resources as I
would if I was filming a film. This is because I am not recording any audio.
The resources that I will need to film will be:

Camera

Tripod

Steadicam
f/1.8 or f/1.4 Lens

Obviously I would need a camera and a tripod, however I think that the
steadicam will be used a lot more than the tripod since a lot of my shots
consist of panning and a steadicam would be a lot easier to handle for
these shots. I still need a tripod since some shots will be still. The reason
why I need a f/1.8 or a f/1.4 lens is because this allows the quality of my
shots to be a lot better since these lens have a better focus.

Cast & Crew

If this was a production being made by an actual production company, the
number of crew members would be a lot higher than I am using.
For my production, I am going to have one actress and one crew member.
I am going to be the one in front of the camera since this is a YouTube styled
video where I am trying to teach the audience about fashion, so it would be
expected for me to be in front of the camera. However, this means that I cant
be the one filming. Although I am the one directing, producing, editing and
planning all of the shots and everything that is going to be filmed, I am not
actually going to be the one behind the camera.
I have already asked if my sister would like to film for me and she was
enthusiastic about it since she has filmed things for me before when making
previous videos and she seems to understand what Im visualising when I
explain the shots that I want to use.
Before starting to film, I will explain thoroughly so that my sister knows exactly
how each shot needs to be and throughout the filming process I will ensure
that the shots look the way I want them to by watching them over after they
have been recorded.

Budget
Since I have a lot less crew members than a professional
production company would, my budget is a lot lower than it
probably would be.

This is the total

budget if I was
making this
production with a
production
company.
However, since I
am not, I worked
out that my budget
would only be 25.
This money will be
for providing petrol
money to my

Codes and Conventions

Codes

Technical- The majority of my shots are going to be panning shots since it creates a
feeling as if you are actually there. I feel like having all regular, stationary shots makes
for quite a boring video and it makes for a less enjoyable production.
I will also make sure to include a lot of close ups to show detail in the clothing and let the
audience see the outfit clearly.
A lot of the shots are going to be edited to be slow motion. This makes it more dramatic
and engaging. This is also a nice way to make sure the music fits with the actions on the
screen.

Visual-

Within my lookbook, I have to make sure that all of the outfits represents the
style that I am going for. This means that Mise en Scene plays an important role in this
production. When deciding the outfits, I have to make sure that everything in that outfit,
fits in with the style that I am trying to present.
Conventions

I am going to be repeatedly using these codes throughout the whole production so that
everything flows together nicely and for my video to have the best possible outcome.

Market Fit
There are a lot of videos on YouTube that are the same sort of style that
I am going for, but I am bringing something new to the table to attract
new audiences because of the wider range of clothing styles.
Usually, in Lookbook videos on YouTube, they mainly stick to a certain
style of clothing, usually a girly, Tumblr inspired style of clothing.
To start with, I wanted to do this style of video, however I realised that
there are a tone of videos out there that I would only be copying. There
are hundreds of other videos that have already been done in this style
and it wouldn't be very original or exciting to watch.
Because of this, I have decided to not specify in a style of clothing but to
include a lot of different styles. This will attract all types of audiences
because not all teenage girls like one style, so by having a lot of
different styles, I will attract a lot more teenagers of different styles.

Audience Classification
Mosaic Groups
My audience kind of falls under the
mosaic group A because this group
includes people that have money.
The reason why this fits under my
audience specification is because if
the audience want to go out and buy
the clothes being shown, then they
will need the money to buy them.
My audience mainly falls under the
group O. This is because this group
includes young individuals with
cosmopolitan in their taste. This
obviously includes my audience since
they are watching a video about
fashion.
My audience also falls under group H
because this group includes usually
young, single people living in inner
city locations. Since this group is
mainly young and single people, it

Audience Classification
Psychographic Segmentation
Dr. Maslow created the 4Cs. Cross, Cultural, Consumer and
Characterisation. The 4Cs divides people into seven types.
My audience falls under The Aspirer. This is a very good fit
to my audience since this sort of person is described as
Materialistic, acquisitive people, who are driven by others
perceptions of them rather than by their own values.
As a result, they respond to what others perceive as being
superficial: image, appearance, persona, charisma and fashion.
An attractive pack is as important to them as its contents.
Their core need in life is for status.

Production Management

The first thing that I did to ensure that my time is managed and that I have everything for my
production planned out was creating a production schedule. By creating a schedule it ensures
that I prioratise all of the major work needed to be done and to make sure that everything is
done in time for the deadline.

I have planned to film over 5 days, 1 outfit each day. I am not going to be filming over 5 straight
days because I have planned my schedule around the weather. I have made sure to schedule the
filming days to happen in the next 3 weeks so that I have plenty of time to edit and re-shoot if
needed. I have planned that the day after every day of filming is the time for any re-shoots if
needed. Since I am not shooting all of the outfits in the space of a few straight days, it means
that in the meantime, I can start editing the outfits that I have already filmed.

For my lookbook to have a summer look I have to make sure that it is sunny out when I film.
Living in England means that the weather can be quite unpredictable sometimes so if the
weather was to change then I have a contingency plan.

If the weather was to change and not be the way that I want it to be, then I will have to change
my schedule last minute. If it ends up raining, then I will check the weather forecast for when it
is suppose to be sunny. Since this is the only project I have to work on, I will be free to film
whenever the sun comes out. Also my sister is pretty much free the majority of the time as well,
so when it starts getting sunny, we will change the schedule to film on that day.

Also if by any chance, my sister isnt able to film then Sarah has agreed to help me film.

Destinations

Once I have completed this video, I have to consider where I want to put
it.

I am definitely going to be uploading it onto my YouTube channel and since

I am not going to be using any copyright content, I will be able to monetize
my video. This means that I could potentially make money off it.

I will also make sure to add tags to my YouTube upload so that it is easier
for people to find my video and I will also promote it on all of my social
medias so that more people will hear about it and be intrigued to watch it.

Since this is a YouTube styled video, I dont think that it is the right sort of
film to submit into a film festival, however if I decided that I wanted to,
then the Encounters Film Festival is taking place in Bristol on the 15 th 20th
September.