2. Info-graphic Research:
Put your info-graphic research here. Use this space to collate information and write notes. If you prefer to write notes on
paper, then scan those notes and add them here.
Director of Photography:
Task/Responsibilities
-The director of photography works closely with the director, film and lighting crew to create the ‘look’ of the film.
-They mange all aspects of filming including (but not limited to) Reviewing footage, ordering and overseeing equipment
and working to give film a visual identity by overseeing any camera operators on set and you as the DOP (director of
photography) operating the ‘main camera’ meaning you will be the visual driver of key scenes and moments of the film
ensuring it will make the audience feel a certain intended emotion of love, hate, fear, anger or more.
-creating a story board for the films narrative.
- Choosing the cameras and lenses and if the movie should be shot on film or digitally.
3. Info-graphic Research:
Gender Gap
- Since 1979 fewer than 20 women have been invited to the ASC.
- Women only make up 4% of Cinematographers/DOPs. In the ACS. And globally fewer than 2% of DOP’s are
women.
- However now’s the time both the ASC and the Cinematographers Guild are trying to recruit more women
and encourage diversity.
Salary
- The average salary of a Director of photography is in the UK is £48,700.
Location
- The DOP can be required to work in a studio, outside on a shot or even abroad in other
countries.
Academic requirements
- A DOP will most like to be required to have a degree in any of the following subjects;
stills, photography, drama, art, or film studies.
4. Info-graphic Research:
Required Skills
- Thorough understanding of lighting techniques, light colour, shade and manipulation.
- An eye for detail and a mind for fast invention.
- Strong leadership and communicational skills.
6. Info-graphic Bibliography:
Put your info-graphic bibliography here.
Nate Jones. (2015). The Gender Gap for Cinematographers Is Even Worse Than It Is for Writers and Directors. Available:
http://www.vulture.com/2015/09/gender-gap-for-cinematographers-is-terrible.html. Last accessed 13/09/2017.
David Robb. (2015). Female Cinematographers A Rarity In Hollywood. Available: http://deadline.com/2015/09/american-society-
of-cinematographers-asc-women-members-1201546540/. Last accessed 13/09/2017.
ANON. (.). DIRECTOR OF PHOTOGRAPHY. Available:
http://www.jobzoo.co.uk/choosing_a_job/job_path/film/jobs/director_of_photography/salary/. Last accessed 13/09/2017.
ANON. (.). Cinematographer. Available: https://myjobsearch.com/careers/cinematographer.html. Last accessed 13/09/2017.
Jourdan Aldredge. (2016). What does a director of Photography do?. Available: https://www.premiumbeat.com/blog/what-does-
a-director-of-photography-do/. Last accessed 13/09/2017.
ANON. (.). How To become a cinematographer.. Available: https://www.ucas.com/ucas/after-gcses/find-career-ideas/explore-
jobs/job-profile/cinematographer. Last accessed 13/09/2017.
ANON. (2014). What percentage of a UK film crew is female?What percentage of a UK film crew is female?. Available:
https://stephenfollows.com/percentage-uk-film-crew-female/. Last accessed 14/09/2017.
ANON. (.). What Is A Storyboard And Why Do You Need One?. Available: https://resources.goanimate.com/what-is-a-storyboard-
and-why-do-you-need-one/. Last accessed 15/09/2017.
7. Info-graphic Bibliography:
Put your info-graphic bibliography here.
ANON. (2017). Cinematographer. Available: https://en.wikipedia.org/wiki/Cinematographer. Last accessed 12/09/2017.
ANON. (2017). Director Of Photography. Available:
http://creativeskillset.org/creative_industries/film/job_roles/759_director_of_photography. Last accessed 12/09/2017.
ANON. (). Cinematography Career and Training Facts. Available:
http://learn.org/articles/Cinematography_Career_and_Training_FAQs.html. Last accessed 12/09/2017.
Jack Picone. (2014). How To Work Your Way Up To Director of Photography. Available: https://www.nyfa.edu/student-
resources/work-way-director-photography/. Last accessed 12/09/2017.
8. Freelance VS Permanent jobs Bibliography:
Put your info-graphic bibliography here.
ANON. (2012). Permanent vs Freelance. Available: https://creativepool.com/magazine/advice/permanent-vs-freelance. Last
accessed 23/09/2017.
Rachel Deahl. (2017). Freelance Media Jobs. Available: https://www.thebalance.com/freelance-media-jobs-2316043. Last
accessed 23/09/2017.
11. Research:
Describe how you located, retrieved and stored information:
Lets say I wanted to find out about the gender gap of DoP’s I would google ‘Director of Photography gender gap’ or something along
those lines, I then would find an article that seemed trust worthy and I would read it, then I would do this again and use a different
website, to see if the information was similar. If those websites referenced studies/website they used to gather information, I would find
those recourses and read them myself if a websites had anomalies within the information I would discard the website as a source in order
to keep the information as credible as possible. Then I will reference these websites I used and put them in my bibliography. Once the
information gathering is done I will go through the tabs I have open and quickly scan over the article to recall what it was about and then I
would start writing down the collected information. I found this was quite efficient as once you had used all the information from one
article that you needed, you could close the tab, and move on to the next part. This made the workflow relatively clean and somewhat
nimbler. Furthermore it helped me stay organized, and keep all the information relatively uniform so it was clearer to remember.
12. IRN-BRU research Bibliography:
Put your info-graphic bibliography here.
ANON. (.). IRN-BRU. Available: http://www.irn-bru.co.uk/all/xtra. Last accessed 19/09/2017.
Sean Murphy. (2015). 12 of the funniest irn bru tv adverts. Available: http://foodanddrink.scotsman.com/drink/12-of-the-
funniest-irn-bru-tv-adverts/. Last accessed 19/09/2017.
ANON. (.). IRN-BRU. Available: http://www.agbarr.co.uk/our-brands/irn-bru/. Last accessed 19/09/2017.
ANON. (.). IRN-BRU marketing. Available: https://en.wikipedia.org/wiki/Irn-Bru#Marketing. Last accessed 19/09/2017.
ANON. (2014). Scottish fact of the day: Irn-Bru. Available: http://www.scotsman.com/heritage/people-places/scottish-fact-
of-the-day-irn-bru-1-3604534. Last accessed 19/09/2017.
ANON. (.). A.G. BARR P.L.C. Competition. Available: http://www.hoovers.com/company-
information/cs/competition.ag_barr_plc.650cd962905a03d4.html. Last accessed 20/09/2017.
ANON. (.). 2014 UK Soft Drinks Report. Available: http://www.britishsoftdrinks.com/Annual-Report. Last accessed
20/19/2017.
ANON. (.). Frequently Asked Questions. Available: http://www.agbarr.co.uk/about-us/faqs/. Last accessed 20/19/2017.
ANON. (2016). The most memorable TV adverts of the past 40 years. Available:
http://www.telegraph.co.uk/business/2016/06/07/the-most-memorable-tv-adverts-of-all-time/a-screenshot-of-the-irn-bru-
snowman-advert/. Last accessed 20/19/2017.
Jamie Nimmo. (2016). Market report: Irn-Bru maker AG Barr canned as sales tipped to fizzle. Available:
https://www.standard.co.uk/business/market-report-irnbru-maker-ag-barr-canned-as-sales-tipped-to-fizzle-a3318681.html.
Last accessed 20/09/2017.
David Shrimpton. (2017). Irn-Bru Xtra to launch nationwide from April.Available: https://www.talkingretail.com/products-
news/soft-drinks/irn-bru-xtra-launch-nationwide-april-15-03-2017/. Last accessed 20/09/2017.
13. Client research:
Put your client research here.
The Barr’s marketing campaign tends to poke fun at more conventional material such as advertisements, the
snowman(I’m walking in the air) high school musical and more, by adding their own funny twists to the material making it
both memorable and humorous.
The key aspect of IRN-BRU advertisements is their very slapstick style and simple humour, this is especially noticeable in
some of the newer adverts of the ‘IRN-BRU gets you through’ series where there is a very uncomfortable or cringe worthy
setup, but if you take a sip of IRN-BRU everything will be fine. These adverts tended to have very extreme setups making
them very memorable.
Mockery and parody is one of the largest and perhaps key aspects of IRN-BRU’s marketing.
14. Client research:
Put your client research here.
Along with their marketing campaigns and hilarious advertisements comes a lot of controversy, be that from a picture
campaign or a video advertisement, one of perhaps the most controversial adverts is one of a family set in the 1950s,
stood around the piano singing while the mum plays the piano, in the style of a 1950’s tv show, however the song ends
very unconventional and controversial when the mum sings ”...even though I used to be a man.” or a picture campaign
with the slogan “Diet Irn-Bru. I never new 4 ½ inches could give me so much pleasure.” and a billboard which featured a
depressed goth and the slogan "Cheer up Goth! Have an Irn Bru." was also criticized for inciting bullying. Their
advertisements are always very much on the edge of what is acceptable, which is defiantly a very big part of their wild
success, as they are memorable and even if they get negative press, it is press and as the old saying goes ‘There is no such
a thing as bad press.’
15. Client research:
Considering the wild success of their advertisements and marketing campaigns, it is clear to see that stepping outside the
norm, to be crude and offensive does pay off in the companies favour. Though, occasionally they get complaints about
just how crude the comedy is, on a whole they campaigns are well renowned and loved.
After all their main demographic are Scottish and British people who are known to have a darker sense of humour
than most, As in Britain Irn-Bru is the No.3 top selling soft drink and in Scotland it is No. 1, making Scotland one of very
few places where Coca-Cola isn’t the top selling soft drink, so it makes sense that Barr tap into every Scottish trait they
can think of to keep that No.1 spot.
The adverts range from absurd to misleading to mockery and
Beyond, with the Irn Bru marketing team you truly don’t know
What they have up their sleeve and what strange advert they
will piece together next.
16. Client research:
Put your client research here.
However, the adverts always tend to have a clear narrative and generally speaking are very straight to the point having a
short setup and then the rest of the advert is comedic relief this adverts is perfect and clear example of that
https://www.youtube.com/watch?v=Q5JH89Vcbpo we see him grab the hand exerciser and know what's going on within
the first 5 seconds, the rest of the advert we can just enjoy the comedy. This simple clear sequencing helps engage the
audience showing them a clear story of what is happening and we don’t really have to do any work, whatsoever to piece
it together. Finishing with a shot of irn bru and the slogan ‘Irn Bru gets you through’. This had the comedic line of appeal
that you should always have an Irn Bru handy should something go wrong or you come into an awkward situation, Irn bru
would save you from the embarrassment or said awkwardness.
17. Client research:
Arguably one of the most popular and irn bru’s self proclaimed favourite ad is a parody of ‘Walking in the air’ from the
snow man which the telegraph said was ‘… regarded by many as the best Christmas adverts ever’, where the child refuses
to give the snowman an irn bru, the boy teases the snowman with the irn bru so the snowman proceeds to nick the irn
bru and drop the boy mid air, where the boy lands in front of an irn bru factory with giant lights which write out ‘have a
phenomenal Christmas.’ This shows that even though irn bru can make extremely silly and outrages adverts they know
how to tone it down and make a comedic but harmless advertisement. The advertisement is very nostalgic with the
classic hand drawn comic book look, and of course the song itself will hit home with a lot of viewers as it is a very
traditional and popular Christmas this in combination with the comedic parody of the song makes this advert very
creative and memorable.
18. Client research:
In Conclusion the manufacturer of Irn-Bru, AG Barr, are willing to go above and beyond for their advertisements, pumping
millions of pounds into their advertising campaign no matter how crude or silly those adverts may be, if you love or hate
the adverts there is no denying the genius of the marketing team. Either the advert is so outrageous that you laugh and
remember it in a positive or you find it outrages and complain about them, but either way you are actively thinking about
the product. Irn-Bru. The very action of hating or enjoying the advert is exactly what drives the product forward and
potentially increases the sales, any discussion you have about why you thought the advert was inappropriate, or telling
your friends to watch ‘this funny ad you found’, every interaction is beneficial to the company. This is why Irn bru’s
advertisements are very exceptional and ingenious.
19. Market research:
Put your market research here.
Irn-Bru is part of the soft drink market, mostly the soft drink market of the UK though it is sold in; Australia, Canada,
Finland, Hong Kong, the Middle East, New Zealand, Norway, Russia, the USA and some few stores in Denmark, however
it is by far most popular in the UK then it is anywhere in the world. Irn-Bru’s (or A.G. BARR P.L.C.) main competitors are
THE COCA-COLA COMPANY, PEPSICO, INC., BRITVIC PLC (they make Fruit Shoots). The company (Barr) also holds the UK
distribution license to brands Orangina owned by Suntory, and Rockstar energy drinks, by Dr Pepper Snapple.
20. Market research:
One of Irn-Bru’s biggest competitors, Coca-Cola, Recently did a very large and popular ad campaign know as
the ‘share a Coke’ campaign, this consisted of Coca-Cola bottles with a large variety of different names on it
so that you could buy one with the name Sharron on it, and proceed to give it to your friend Sharron. This
increased sales for the company for the first time in 10 years. Irn-Bru decided to mock the the campaign by
creating their own spin off version, Barr produced thousands of 750ml bottled of IRN-BRU with the names
'Fanny', 'Senga', 'Rab' and 'Tam' on the label, mocking/mimicking the Coca-Cola campaign. The name fanny
ties in with one of IRN-BRU’s other advertisements.
21. Audience research: Primary
In a survey conducted on the website Kahoot.it a group of 15 people of the age between 14 and 24
Were surveyed on Fizzy drinks these are the results.
Question 1: what gender are you?
9 said male
5 said female
1 said other
Question 2: What age group do fall into?
4 said 14-16
10 said 17-19
1 said 20-24
Question 3: What is your favourite fizzy drink?
6 said Coca-Cola
5 said Fanta
2 said Irn-Bru
2 said they did not like fizzy drinks
Question 4: Do you prefer the Sugar free version of this drink?
11 said No
4 said Yes
It is evident that the group of surveyors was
predominantly male.
The primary age group is 17-19 year olds which
makes perfect sense as the survey was conducted
using college students.
There was a very close divide between Fanta and
Coca-Cola which makes perfect sense as Coca-Cola
and Fanta are two of the most poplar soft drinks on
the globe, while only 2 people said Irn-Bru.
It is evident that the Normal, Sugar version, is much
preferred with 7 votes more than the Sugar free.
22. Audience research: Primary
Question 5: Have you tried Irn-Bru?
10 said Yes
5 said No
Question 6: Have you ever seen an Irn-Bru advert?
14 said Yes
1 said No
Question 7: Where have you seen an Irn-Bru ad?
9 said TV
6 said Social Media
Question 8: what do you spend most time on?
14 said Social Media
1 said Radio
A majority of people had tried Irn-Bru however I was personally surprised that 5
people had never tried the drink.
The preponderance of 15 people surveyed said they has seen an Irn-Bru Advert
showing that the adverts may very well be directed at a younger demographic.
A majority of surveyors (9) stated they saw the adverts on TV rather than only 6
who saw it on social media, this shows that a majority of the adverts are noticed
on TV as you have to sit through the adverts rather than on social media where
you can either close them, scroll past them or skip them.
The predominant answer was that they mostly spent their time on social media
with only one vote outside of that on which went for radio. Making the survey
show 93% of surveyors use social media on daily basis, while also 93% of
surveyors had said they have seen an Irn-Bru advert, this could be directly
correlated, however it may just be a co-incidence.
23. Audience research: Secondary
The general consumer of Irn-Bru are young males that tend to lean left politically. The target demographic are young
Scottish men of a working class social level. Hence the quirky somewhat crude adverts always staring a young male,
this is to resonate with the consumer and target demographic, young males. The aim is to create a scenario that you
can watch and substitute yourself into his shoes, making it somewhat personal, and gives it a memorabilia factor.
Further more Barr uses very bright and heavy contrast colours in their advertisements as we are naturally drawn to
them, so the bright orange in poster campaigns is very effective. As it is eye catching followed by the witty taglines
which are the perfect type of humor for young males (their Target
demographic)
24. Audience research: Summary
From looking at the adverts and general secondary research it is 100% that the target audience is young
males, and it is even more evident that Barr’s marketing team is aware of that. The marketing team for
Barr (Irn Bru) almost seems a little childish which in this case is a good thing! Let me explain myself.
When Coca-cola did the share a coke campaign it didn’t take long before Barr’s marketing team caught
on and tried to outdo them/take the mick out of them by creating their own. This is like a young child
who sees someone who’s doing something cool and thinks to them selves I’m going to that except
funnier, cooler, and better in every-way. This can very easily appeal to the target audience, young
males as lets face it men, and especially young men tend to be a bit presumptuous and pompous, so
this type of childish ‘we can do it better’ can be very appealing to the target demographic. Another
aspect of the adverts is the dark crude humour, which again relates to the audience as scots are know
for leaning slightly more towards darker humour. All in all the advertisements are near to perfected for
the audience they want to attract/maintain, and however silly the adverts may seem they clearly work
wonders.
25. Idea Generation: Concepts and ideas (brain storming)
1- Irn Bru vs monsters (shoots irn bru’s)
2- Guy working in office just finishes all paper work, suddenly gets another 100 e-mails, loses mind, then drinks irn bru everything is
good.
3- Comedic ‘horror movie’ but everyone is worried because the irn bru was stolen.
4- Irn bru world take over.
5- Irn bru vs Trump.
6- Irn bru survival guide, plane crash everyone dies but you have irn bru so it’s all good.
7- Bear Grylls irn bru special.
8- Gigantic zombie invasion, swat team sprays irn bru and all the zombies start smiling and are happy.
9- Someone in hospital about to die, they’re like, we can’t save them now, someone walks in with irn bru, they inject them with irn bru,
nearly dead person jumps up and is perfectly fine.
27. Idea Generation:
First scene a family runs up to a reception asking about person X
That person being the ill guy in hospital, to set up the plot.
Rest of the advert is in a hospital room.
29. Individual Idea:
Write down and overview of your idea here. What is your is that you want to take to the rest of the group?
You can also add some visual elements to help explain your idea.
30. Group Idea:
Put your groups idea here. Agree on what you are doing. You need to work to this concept from here on.
31. Planning Docs (TV Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.
32. Planning Docs (Advergame):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.
33. Planning Docs (Print Advert):
Use the Irn Bru Project UAL 2017 presentation to see the planning requirements. Include all the required planning.
You may need to copy this slide several times, so you can fit all the work on here.
