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LCF PROJECT PROPOSAL Proposed Client: Dove Campaign for Real Beauty Proposed Media Channels: Magazine print Billboards Bus posters (?) Proposed Target Audience: Teenage girls from 12 to 22 years and their parents Shoot Location: Studio Lime Grove Team Involved: 1 make-up artist 3 models 1 assistant 1 stylist (?) Images: 1 face close-up 1 medium length group shot of three girls 1 medium length group shot of two girls Budget: No major expenses Food and drink on shoot day - £10 Possible purchase of props - £50 Timescale: Time in make up: 3 hours Time in studio: 2 hours Postproduction: 4 hours Props Required: - fake nails - false eyelashes - hair extensions / wigs - contact lenses - fake tan - breast cutlets / padded bras - jewelry accessories - clothing - make up kit Objective: Create an awareness campaign promoting natural beauty. Unlike traditional advertising where an attractive and appealing concept is depicted, the images should act as deterrents to this aesthetic and lifestyle, repelling viewers through grotesque exaggerations of this female stereotype which is based on today’s youth culture who idolize celebrities like Katie Price and Paris Hilton. It is essentially a campaign against fake beauty: Less is More. Other: The make up is crucial. It must be cheap, tacky and exaggerated to the point of looking disturbing and grotesque, but at the same time sort of realistic; not like a clown or a drag queen. Big hair with fake extensions. Thick and sticky false eyelashes. Sticky shiny lips dripping with lip-gloss. Face full of foundation and fake tan. Think about television programs like The Only Way is Essex, Jersey Shore and Snog Marry Avoid. The narrative is three teenage girlfriends all dressed up before a night out clubbing. It will be shot in studio on white background in the same style as existing Dove advertising campaigns.
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Transcript of ysusbdch
LCF PROJECT PROPOSAL Proposed Client: Dove Campaign for Real Beauty Proposed Media Channels: Magazine print Billboards Bus posters (?) Proposed Target Audience: Teenage girls from 12 to 22 years and their parents Shoot Location: Studio Lime Grove Team Involved: 1 make-up artist 3 models 1 assistant 1 stylist (?) Images: 1 face close-up 1 medium length group shot of three girls 1 medium length group shot of two girls Budget: No major expenses Food and drink on shoot day - £10 Possible purchase of props - £50 Timescale: Time in make up: 3 hours Time in studio: 2 hours Postproduction: 4 hours Props Required: - fake nails - false eyelashes - hair extensions / wigs
- contact lenses - fake tan - breast cutlets / padded bras - jewelry accessories - clothing - make up kit Objective: Create an awareness campaign promoting natural beauty. Unlike traditional advertising where an attractive and appealing concept is depicted, the images should act as deterrents to this aesthetic and lifestyle, repelling viewers through grotesque exaggerations of this female stereotype which is based on today’s youth culture who idolize celebrities like Katie Price and Paris Hilton. It is essentially a campaign against fake beauty: Less is More. Other: The make up is crucial. It must be cheap, tacky and exaggerated to the point of looking disturbing and grotesque, but at the same time sort of realistic; not like a clown or a drag queen. Big hair with fake extensions. Thick and sticky false eyelashes. Sticky shiny lips dripping with lip-gloss. Face full of foundation and fake tan. Think about television programs like The Only Way is Essex, Jersey Shore and Snog Marry Avoid. The narrative is three teenage girlfriends all dressed up before a night out clubbing. It will be shot in studio on white background in the same style as existing Dove advertising campaigns.
Mood board:
