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Apple

iPhone 7 Advert
Proposal
Max Woolfenden
Content Outline

I will be creating an Apple iPhone Advert based on


the art style established by already existing Apple
adverts, I am doing this because for an ad campaign
keeping the same art style will make it recognisable.
I will be using the instrumental version of Lil Uzi
Verts song XO Tour Lif3.
I chose this due to the mainstream music that is
listened to today and would hit well with a younger
audience yet still be stylized to get appreciated by
the older generation. I will show sweeping close-ups
of the lit-up iPhone with many match cuts to show
off the operating system and applications.
Everything will be synced to the beat of the song and
will be slightly designed around it.

XO Tour Lif3 Album Artwork


Target Audience

As Apple is already and established and large


company, I will need to follow. As the market for
Apple products has been around for a while, I will
need to market with the objective to grow the
market but also marketing new products to existing
customers.
Apples audience that they are targeting is 20-45 year
olds, this does not include exceptions such as
teenagers and anyone above 45. This doesnt mean
that they arent targeted but they arent focused
upon as much in the advertisements that Apple play.
One reason to back this up is that Apple has a strong
marketing campaign to students, using many offers
to students to purchase the products. This has
worked well as many people who buy Apple
products are students.
Market Competitors

The main competitor, at the moment, for Apple is the company


Samsung and their new flagship phone; The Samsung Galaxy S8 and
S8+. For many years both companies have been in competition to a
gain control of the phone that everyone uses in that year. As you can
see from this pie chart, Apple has the majority market share hold for
phones in 2016, with Samsung having around 2/3 of the market share
of Apple.
This competition has made both companies focus on certain traits that
the phone must have, for example, the phone needs more battery life,
needs to be thinner and have some features that revolutionise the
way we use our phones. One way that I need to focus on is to wow an
audience with a handful of new features to grab audiences to talk
about the phone with peers. As you can see from the screenshot of
one of their earlier ads, the colour palate is used heavily on the
phones but maintaining the famous white background that they have
in all their ads.
This grabs attention of the audience to the phone itself. Yet in
Samsungs adverts it is famously known that Samsungs displays on
their phones are better than Apples, therefore in their ads, they focus
on the displays and not whats around it. This ad campaign in question
focuses on the size of the screen and how much better it is. This
difference in directions makes the adverts seem recognisable without
even seeing the branding on the phone.
Resources

apple.co.uk
samsung.com
emarketer.com/Article/iPhone-Share-of-
Smartphone-Market-Inches-Upward/1013872
spotify.com
http://www.digitalsnowball.com/video-edit-suite-hire-
london/
http://www.haveabutchers.co.uk/ratecard.html
Personnel Requirements

For the advert, I will not need any personnel to


attend during production. The skillsets needed for
the project involve experience with motion design
and post production editing. This can be completed
by me in the timeframe.

This has the added bonus of limiting and saving on


budget since there is only one person working on
the whole production. By only having one person
working on this project it allows me to have full
control of the production, I dont have to worry
about other people being on location for filming &
then letting me down.
Cast and Crew

Production: Apple Advert iPhone 7

Client Information: www.apple.com

Location:

Design Office
Cookham
Berks

Cast and Crew: Role: Phone Number:


Max Woolfenden Lead Motion Designer 07539******

Production Requirements: Brief:


Desktop Apple advert for iPhone 7, Cgi and in
After effects, Element 3D theme with already existing media

Other Information:
Budget

Studio Rental - 180 Per day via:


http://www.digitalsnowball.com/video-edit-suite-hire-
london/
180 x 15 Days = 2700

Rate Cards for Motion Graphics Designer


http://www.haveabutchers.co.uk/ratecard.html
After Effects Designer
Approx. price range 2000-5000 +VAT

Total = 4700 - 7700 + VAT


Project Schedule

Week Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1 Asset and set Asset and set Asset and set Animation Animation Diary Diary
May design design design
22nd Scene 1 Scene 1
-
28th

2 Animation Animation Animation Animation Animation Diary Diary


Halfterm
29th Scene 2 Scene 2 Scene 3 Scene 3 Scene 4
4th

3 Animation Editing and Editing and Post Editing and Editing and Diary Diary
June post Post Post
5th Scene 4
11th
Ideas

Most people who answered the survey chose the Ad to be


continued and thought that it would suit my skillset. I also
agree that this idea had more strong aspects to the idea
and would guarantee more success than the music video.
From the responses I received, everyone didnt change the
idea but guided me in a route to have a more successful
advert. For example, Make sure the advert look
professional and make sure the advert has colour and not
dark like the Samsung advert. I also got reasons why they
chose one idea over the other, The advert seems more
suited to the timeframe given and The advert seems like
it would be more successful. With this advice and
reassurance, I am now confident that I can make a
successful advert for a global company.

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