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Joshua Paul Gardner®  Copyright 2018
 

NICE TO MEET YOU

EAST ANGLIA AIR AMBULANCE

CREATIVE BRIEF PROPOSAL


INTRODUCTION

 

The Proposal is for the creation of a promotional video showcasing the East Anglia Air Ambulance's three In house events. 

This Promo Video will bring fresh and exciting insight into the incredible experience taking part in a challenge event can be, for an attendee or a group as a whole. We would be creating something that is captivating for both participants and potential supporters. 

 

ONLY THE BRAVE -
ELVEDEN ESTATE

 

Location : Elveden Estate

Date: 

 

TREK 24 -

 THE CHILTERNS

 

Location : Elveden Estate

Date: Saturday 5th September

 

TREK 24 -

NORTH NORFOLK

 

Location : Elveden Estate

Date: Saturday 5th September

 

CREATIVE BRIEF


OBJECTIVES

The main objective of this footage is to recruit participants. To do this the footage needs to showcase the event focusing on the challenge, the location and the connections and feeling of togetherness of those taking part in the challenge.


We want to show the effort and the strain that goes into completing a challenge like the T24 series as well as the emotional connections and support from and between Participants. 

We would also like to capture some short Vox Pops with some of the people taking
part.
What inspired you to take part?
Describe how you are feeling today?
What was the hardest part?
Who have you been thinking about as you walk today?
What is your connection to dementia?
What are you looking forward to now?
How are you feeling now?
What would you say to someone thinking about taking on this challenge?
What was your highlight of the route/trek?


RESPONSE
When people watch these films we want them to feel inspired to take part themselves.
To see a tough but achievable challenge and an environment that will make them feel part of something much bigger.

TONE AND MESSAGING 

Audience
The key audience for this footage is people with a connection to the cause. We need to show how their actions and coming together is making change as well as what the challenge looks like.


What is the SINGLE MOST IMPORTANT MESSAGE?
The T26 treks are fun, emotional and challenging and allow people to feel they are making a real difference. If you sign up you will have a great experience and get us closer to a cure.

CREATIVE APPROACH

What MUST be included?
Shot list:
 Warm-up
 Interactions between participants at the start
 People setting off together
 Individuals
 Groups
 Showing the strain, people struggling, supporting each other, overcoming obstacles

 Beauty shots of the scenery
 Shots of participants with recognisable scenery/landmarks in the background
 Moments between participants (laughter, an exchanged glance, hugs etc)
 People in branded tops mixed with people in their own clothes
 Drinking water
 At lunch and rest stops picking up snacks (lowest priority)
 Light touch EAAA branding
 Show the support at the start and finish from EAAA 
 People receiving their medals and their finishing drinks
 Emotional finish line moments


Thoughts on the creative approach
We want the film to feel real, we don’t want lots of people in matching t-shirts smiling at the camera (although we do want the brand to feature, but to look natural). The film needs to be honest, we don’t want anyone camera aware, no one looking at the camera. We want natural moments between participants, we want to be a fly on the wall, and if possible we want the
viewer to feel a part of the footage. Showing people working hard and the tougher elements is really key, being challenged appeals to our audience.


Showcase the location as well as the trekkers. Pics with landmarks/scenery have worked well
so we’ll want some shots where these are in the background.


Participant interaction is key (laughing, joking, emotional hugs, any poignant thoughtful
interactions etc.)


Keywords: Authentic, real, natural, honest, challenging, tough, laughter, fun, happiness, togetherness, connection.

 

My MISSION

 

The only limit is the film maker’s imagination. It’s all about the story and director’s vision when it comes to our approach to aerial cinematography. It’s not just about getting the shot, but about the emotions conveyed through the visuals we create. 

                                      - Joshua Paul Gardner