Alfa Romeo Real People

So this is the ad, take from it what you will. I think it encourages the viewer to sit up and look, become interested and intrigued by the Alfa romeo Giulietta.

I had the choice of putting in a bit of text explaining some of the many aspects of this car but I felt the last year was spent doing that. and I was also told ” why ask a question if you already know the answer?” so I decided to leave it to the viewer. this was to be a taste of what is to come, to tempt the viewer further, bait!

subtle and intense is what i was going for, to the music of je t’aime. beautiful song to compliment a beautiful car!

I hope you enjoy!!I’m off skiing for a week!

Final video

heres a small colection of outtakes that never made the cut whilst filming!

this first video was after a few tries of the camera. I was getting frustrated with myself because i kept getting too much of the body in the car when I was only after the hand. in this particular video we were testin to see if i could follow better but obviously i still had some practice!

which way?

the next is a funny one, i wanted a video of the gearstick moving but since the top has broke off again it took some time to get it right!

cover\’s broke

another annoying one that was unfortunate, once I was happy we went home, it was only later I realised one of my diaries and my chewing gum were caught in the picture! not enough time to re-do!

outcut 2

so now I knew I wanted to entice people to find out more about the giulietta.

like a headline that you see, if it catches your eye you continue reading, if it looks too complicated or nonsensical it is just passed by.

I decided to go with a seductive theme, seduce the customer with the cars beautiful curves, its logo, the interior, all the while not giving away too much on the first date!

I had it I was at first base!

During the week I was getting very frustrated about the ad. D-day was near and i still hadnt put anything down yet, 4 days left and what am I going to do?

I went through all my ideas and asked everyone for ideas or their thoughts on mine. I was still getting nothing that I wanted back that I could use effectively.

like I said a while back, 30 seconds to me is a tease. and thats when it hit me.

why would I want to squeeze too much information into the 30 seconds I had and leave potnetial viewers either confused or overwhelmed.
why dont I tease them?

give them a little taste of the giulietta and leave them wanting more.

Im going to make a teaser ad, like a trailer to a movie to show them whats instore without giving away too much so they come back for more!

So i was developing my ideas further when I was reading back through the email I received detailing the final stage and I nearly had a heart attack. the ad was supposed to be 30 seconds long. I couldnt beleive I paid little attention to the details and had not realised this until now. my whole ad is now out the window. there was no way I could accomplish what i wanted to do in 30 seconds. I was hoping for 3-4 minutes, but i suppose realisticly there are not many 4 minute ads unless it is repeated at 4am and its about some miracle product that will blow you away and cannot live without.

I think 30 seconds is a bit of a tease for an ad. After experiening the Alfa romeo giulietta for a year how am I supposed to express this in 30 seconds??

I have finally decided what my add was going to be.

I am going to capture my whole year with the car, a nice commentry,music and throw in a few faces who i met along the way, giving their final thoughts with one big crowded cheer at the end.

thats briefly what I wanna do, not revealing too much yet as I would like some element of surprise when my ad is finally revealed!

I’m going to pick some nice scenes and locations where I can reinact some of my favourite times with the car or revive some unused material that was kept aside

as I said earlier I began looking at videos and photos to help the train of thoughts in my head to arrive.

these are a few things that help clear the clouds in my head:

I took this photo of the car when about an hour after collecting the keys. I drove back to dundrum to show My girlfriend her new taxi. It reminded me of the excitement and joy I had when i first looked at the car!

this was a great day, I was half an hour late for our 4 month review and was shocked to hear we would be receiving a new car. all those intial feelings I had back in february and i felt like a child at christmas.(my second christmas and its only june!!! )

I remember the evening I took this photo, I was outside my house talking to a friend and we both glimpsed over at the car. By all means its not the best of photos but just the mood I was in and when giulietta caught my eye I had to pause for a second and think ” i am so lucky to have the chance to drive this car for a year, she’s beautiful”

My concept has begun to ferment

After spending a few days thinking of ideas of what to do I had come to a conclusion, I hadnt a clue what i was going to base my ad on.

I knew a general emotion I wanted from the ad but I wasnt sure how to convey what was buzzing around my brain.

I decided to look through some old photos of the car on my phone to see if there was anything to entice one of my unborn ideas to mature.

its weird knowing what you want but not knowing how to do it!

STAGE 4:

We want you to create a 30” TV advert for the Alfa Giulietta and your blog should be used to provide information about the “video in the making”. Your video and blog will be judged by an external panel, which will be unveiled shortly.

This is what our final task on the road to winning the alfa giulietta will be.

I found it interesting and was up to the challenge ahead. I had to begin thinking ideas. I decided to take a look at some of the older ads for alfa romeo to gather some ideas.

[url]http://www.youtube.com/watch?v=0c_ay2SkrGE[/url]

[url]http://www.youtube.com/watch?v=ET_XESpxcQc[/url]

looking at some previous ads my thoughts began to swell.
i need a pen and paper! ….

Love Giulietta