FMP PROFORMA

MINISTRY OF SOUND's 18TH BIRTHDAY

Here is copy of my FMP proforma

PROJECT SUMMARY

Working with Simon Moore, Creative Director of Ministry of Sound to promote a new identity and campaign celebrating Ministry of Sounds’ 18th birthday.

CONTEXT

Working with Ministry of Sound, the projects main aim is to capture and project the excitement people feel when they turn 18. Thus giving the brand a shot of youthful energy and allowing Ministry to engage, and appeal to younger consumers.
The central concept revolves around the idea of changing the tone of existing items and making them carry an 18 certificate. Focusing predominantly on material or situations that were originally intended for a broader audience, that, by some means or another, are altered so they become suitable for adults only.

RATIONALE

Graphics, photography and filmmaking, always have been areas of major interest to me.
A project such as this has the potential to be strongly developed within these media platforms, while being associated with a high profile client.


SKILLS EVIDENCE:
TOPICALITY AND FUTURE PROJECTION POTENTIAL

Innovative methods of campaign and product promotion are consistently emerging within the design world. Ministry have expressed a great deal of interest towards ‘Guerilla Advertising’ which is very ‘of the moment’. This project will allow the development of current techniques of gaining public interest.

INTELLECTUAL RIGOR AND DEBATE

How to gain the interest of the public and keep building curiosity about the emerging ‘certificate 18’ campaign identity, ultimately, culminating in a successful birthday celebration for Ministry of Sound

FOCUS OF RESEARCH AND ANALYSIS

Researching successful campaigns that utilise similar themes and outcomes to Ministry’s. For example Diesel’s ‘xXx’ campaign. Also research into appropriate visual styles and themes (the photography of David LaChapelle for example) guerrilla advertising techniques

PRACTICAL SKILLS INVOLVED

Art Direction, Film making and Editing

SUSTAINABILITY AND CONTENT

I will be in contact with Simon Moore throughout the whole of the campaign, getting concepts approved and being updated on the possible next steps for the project. It will be a lengthy process as the outcomes of the project will take several forms (e.g virals, posters, packaging) and thus will add to the longevity of the campaign. Ministry’s 18th birthday will be taking place within September.
I want the quality to be of a high standard, fo example shooting a viral will require storyboarding, location scouting, casting, as well as shooting and editing

PROJECTION OF PROFESSIONAL OR FURTHER RESEARCH AMBITIONS

Video production, graphics and promotion within the music industry are very much areas that I am enthusiastic about. For me design and music are an ideal partnership. Working on a ‘live’ brief for a brand such as Ministry of Sound, is an excellent opportunity to experience the design aspect of an industry I am keen to be a part of.

ELEMENTS OF RISK OR CHALLENGE


- The entire campaign has a focus on adult only content, therefore it’s high profile and explicit nature may be
a cause of controversy during the promotional stages.
- Getting the tone exactly right, this is imperative to the success of the project.
- Finding and casting the right models for viral shots involving nudity

PREDICTED OUTCOMES

Promotional material that accompanies the Ministry teaser campaign, this will include high quality virals and print based promotional material for use within guerrilla advertising

MANUFACTURING AND PRODUCTION ISSUES

- Sourcing cheap but high quality print production of promotional material
- equipment for out door projection shoot

OPPORTUNITY FOR PROFESSIONAL FEEDBACK

I will be working directly with Ministry of Sounds Creative Director Simon Moore and from time to time Yvonne Power who is in charge of the campaign. This will allow me to gain insight and professional feedback that will ultimately serve to guide the campaign into being as successful as possible.