Ideas

Treatment

Working Name: Coffee, with love from Costa

Genre: Advert

Target Audience: Working men & women aged 16-50

Outline:

The advert will begin by showing the audience how the coffee is made. The first shot will be of coffee falling in front of a Costa cup on a table in a studio. The coffee will then be into a

Costa coffee mug with milk. The kettle will be boiled. The water is poured into the milky coffee mixture. This first part of my advert is inspired by a Caffe Nero advert that I researched.

A heart is drawn on the coffee. The advert ends with a barista who works at Costa, giving the coffee to a customer with a smile on their face. The customer has a smile on their face as they receive the coffee. This final part of my advert is inspired by the final scene of a Costa advert that I researched.

Characters:

The Costa Coffee Barista - 18 year old male human who works in Costa

The Customer - 18 year old male human who goes to college

Visual Elements:

Lighting = The lighting will be bright in the studio and in the Costa coffee shop.

Camera angles = In the opening scenes of the advert, the camera will be focused on the texture of the coffee beans. As the advert progresses, the camera will focus on the texture of the coffee and milk mixed together. Then, the camera will focus on the heart drawn on the coffee. At the end of the advert, there will be a two shot of the barista and the customer stood opposite each other.

Editing = Text will accompany the whole advert. The first shot of the coffee will have a caption saying "Every bean is hand picked", similar to the Caffe Nero advert I researched. The second shot of the coffee and milk will have a caption saying "Taste the smooth texture of coffee and milk". The fourth shot of the heart on the coffee will have a caption saying "Every coffee is made with love", which gives a similar message to the Costa advert I researched.

Setting = The advert would be largely filmed in a studio but the final scene filmed in a busy Costa coffee shop.

Props = The props needed for this advert would be:-

• Christmas Costa coffee cup
• Coffee beans
• Kettle (filled with water)
• Milk

Costume = The characters in my advert will wear the following costumes:-

• Costa Coffee Barista = a white shirt, black trousers and black shoes
• Customer = Casual, trendy, working class clothes and shoes.

Graphics = Several graphics would be used throughout the advert. In the first part of the advert, text and captions would be used such as, "Every bean is hand picked", "Taste the freshness of the coffee"  and "Every coffee is made with love" and "Christmas is about love". At the end of the advert, the Costa logo would be used with captions such as "A Christmas Coffee" and "with love from".

Audio

Soundtrack = The soundtrack to my advert would a classical piece of music called "Deck The Halls", performed by Jingle Punks. The benefit of this soundtrack is to give the advert a Christmassy feel.

Rationale

I chose to create this advert because I was fascinated by the way Costa used the human feeling of love to advertise their coffee.

Research

I started this project by researching 3 different adverts from 3 different coffee chains which were Costa, Starbucks and Caffe Nero. I was fascinated by how each advert used a different advertising technique. An example would be that music was used in the Costa advert to convey people's love for coffee. Another example would be that illusive text was used in the Caffe Nero advert to persuade people to get coffee from their shop.

Requirements and Resources

Cast

• Costa Coffee Barista - Alfie Hudson
• Customer - Jack Palmer

Crew

• Producer/Director = Jack Palmer
• Cameramen = Morgan Nelson, Alfie Hudson & Jack Palmer
• Studio Assistant = Morgan Nelson

Technical equipment required

• 1 camera
• 1 tripod

Locations

• Springboard TV Studio - this would be suitable because there is a black curtain and I could control the lighting slightly easier. If this was unavailable, we could use a black background to do the scenes.
• Costa - College of West Anglia, Kings Lynn - this would be suitable because it is convenient so we wouldn't have to leave campus. If this was unavailable, we could use the canteen.

Constraints and Contingencys

Luckily, this idea is feasible because it will be filmed within the confines of the college campus. However, one problem we may encounter is that we may not be able to use the studio or Costa coffee shop. If we are unable to use the coffee shop, we would be able to use the college canteen and if we couldn't use the studio, we could use a classroom and put a black cloth up against the wall and place the appropriate props against it.

Legal and Ethical Consideration

To avoid copyright infringement, I have made sure that I have chosen a soundtrack that has no copyright.

Proposed Schedule

The proposed timeframe for the production of this project is that I would be able to complete it over a 4-day period. I could allow myself 2 days for filming. For the filming, I would spend one day filming in the studio and the next day filming in Costa. I would spend the following days editing the project together by putting the footage, music and graphics together.