"Where Things Went Into?" - Aids Concern TVC
By: Delt Cheung, Celine Lam, Ingrid Lo, Jerome Au, Wing Cheung
By: Delt Cheung, Celine Lam, Ingrid Lo, Jerome Au, Wing Cheung
__________________DEVELOPMENT _________________
Client : Aids Concern
Aids Concern is a organization who committed to the service of AIDS-care and consultation in Hong Kong. After research, we know that Aids Concern is an open-minded organization. Besides encouraging people to enjoy sex with a healthy body & having strong promotion for sex education,they had invited famous people to join campaigns.
However, some campaigns may be too educational. Less people think that they will be the aids sufferer some day. Aids is also rooted in the hearts and minds of people.
Target Audience:
We set general public & high risked groups as our target audience. Those people do not use condom because:
1. Not convenient
2. Couples want to be closer
3. Other ways to prevent having baby (including taking pills)
Idea:
- Using condoms to protect yourself
Concept:
- Using a cover of thermometer to avoid eating dirt
Aids Concern is a organization who committed to the service of AIDS-care and consultation in Hong Kong. After research, we know that Aids Concern is an open-minded organization. Besides encouraging people to enjoy sex with a healthy body & having strong promotion for sex education,they had invited famous people to join campaigns.
However, some campaigns may be too educational. Less people think that they will be the aids sufferer some day. Aids is also rooted in the hearts and minds of people.
Target Audience:
We set general public & high risked groups as our target audience. Those people do not use condom because:
1. Not convenient
2. Couples want to be closer
3. Other ways to prevent having baby (including taking pills)
Idea:
- Using condoms to protect yourself
Concept:
- Using a cover of thermometer to avoid eating dirt
Color:
- white color to setup a plain scene > lacking of &focus on the details
- Tagline will be shown in red color > High letaudiences aware the issue.
Camera angle & movement:
- Only show the middle part of the character action.
- Audiences can easily focus on the further action.
- Secret feeling can be created.
- Using Point of view > Create dramatic feeling.
Music:
- Using serious music to create a mood that something willbe happen.
- The background music > Create a nervous mood to scareaudiences.
Lighting:
- First stage: High key low contrast light > Let thesense look more comfortable and normal.
- Second stage: Low key high contrast lighting
> Createa serious feeling & stand out the main object
- white color to setup a plain scene > lacking of &focus on the details
- Tagline will be shown in red color > High letaudiences aware the issue.
Camera angle & movement:
- Only show the middle part of the character action.
- Audiences can easily focus on the further action.
- Secret feeling can be created.
- Using Point of view > Create dramatic feeling.
Music:
- Using serious music to create a mood that something willbe happen.
- The background music > Create a nervous mood to scareaudiences.
Lighting:
- First stage: High key low contrast light > Let thesense look more comfortable and normal.
- Second stage: Low key high contrast lighting
> Createa serious feeling & stand out the main object
Director's Treatment:
- Apply stereotype to let audience recognize thecharacters’ identity
- Warm Color tone, associate to safe and peace
- Many clinic toys in bedroom, let audience know what thegirl is playing
- Using the funny way to represent how was the dogtreated badly
- Create space for introspection and association byreversing the story
- Apply stereotype to let audience recognize thecharacters’ identity
- Warm Color tone, associate to safe and peace
- Many clinic toys in bedroom, let audience know what thegirl is playing
- Using the funny way to represent how was the dogtreated badly
- Create space for introspection and association byreversing the story
