Winter Term Employer Brief – Cat Water Fountain

Product from Brief:

Bandit Wired Cat Water Fountain – 2.5L 4-Stage Filtration Ultra Quiet Lower 30dB Stainless Steel Dishwasher Safe Tray And Mouthpiece Cream.

Product Details – click on image then go to store:

Groups

Sumneha & Renato

Tariq & Harnite

Ahmos & Kallum

Tiarna & Marley

Yassmin & Quan

Maira & Atmika

Simran & Fabio

Lei & Nazar

Week 5 – w/b 19th October – Storyboard, Shot List & Soundtrack

This week Media students will plan and create a storyboard & shotlist for their 30-60 second promotional video (choose from a live-action TV commercial or a social media-style advert or a montage of product shots, graphics, voice-over and sound). Music students will start creating the soundtrack for the promotional video.

Media Students – see guidance below…

Storyboard

1. Create Your Storyboard (6–10 Frames)

Use Milanote, PowerPoint, or hand-drawn sketches to plan your promotional video.

Each frame should represent a key moment in your advert. Remember to refer back to the sequences from the original brief.

For each frame, include:

• Camera shot type (e.g. close-up, wide shot, point-of-view, tracking shot)
• A sketch or image (can be rough)
• Action / movement (what is happening on screen?)
• Audio notes (voice-over, music, sound effects, dialogue)
• On-screen text (brand name, slogan, product information, captions)

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2. Show the Transformation

Your video should communicate the journey from the old way of drinking water to the new Cat Water Fountain.

Think about:

• How will you show the ordinary or dull world?
• How will you reveal the new fountain?
• How will you make the transformation feel exciting?
• How will you demonstrate the benefits of the product?

Try to create a clear before-and-after story.

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3. Integrate the Brand Clearly

The audience should easily recognise the product and brand.

Include:

• Brand name and logo
• Brand colours and visual style
• Product features and benefits
• A memorable slogan or call to action

Avoid creating a series of random product shots. Your storyboard should communicate a clear message or story.

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4. Think About Structure

Beginning

• Grab the audience’s attention.
• Introduce the problem or the ‘old way’ of drinking from a traditional bowl.

Middle

• Build anticipation.
• Introduce and showcase the Cat Water Fountain.
• Highlight key features and benefits.

End

• Reveal the product fully.
• Show why it is an improvement.
• End with the logo, slogan and key message.

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5. Visual & Technical Planning

Think carefully about how production techniques can help sell the product.

Annotate your storyboard with ideas for:

• Camera angles and shot types
• Lighting
• Colour choices
• Editing pace
• Transitions
• Sound effects
• Voice-over
• Music

Use arrows, notes and symbols to show movement, camera direction and editing effects.

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6. Creativity & Originality

Choose a style that best communicates your idea:

• Live-action TV commercial
• Social media advert
• Product montage
• Hybrid advert combining graphics and video

Consider using:

• Visual contrasts between the ‘old”‘and ‘new’ ways of drinking
• Humour
• Fast-paced editing
• Dramatic product reveals
• Creative camera angles
• Eye-catching graphics and text

Think about what would make your advert memorable and encourage people to choose the Cat Water Fountain.

Shot List

Create a detailed shot list for your TV commercial or social media advert or montage. You may use the template below.

Word Version

Example of Shot List

Music Students – see guidance below…

Soundtrack, Jingle and Ident for your 30-60 Second Promotional Video

Your audio should communicate the journey from the ordinary world of traditional water bowls to the exciting reveal of a fresh, innovative Cat Water Fountain.

Think about:

• Who is the target audience?
• What emotions should the audience feel?
• How can sound communicate freshness, movement and innovation?
• What makes a sound memorable?

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1. Plan Your Soundtrack Structure

Your soundtrack should match the narrative of the promotional video.

Beginning (0–10s)

Introduce the ordinary world.

Consider:

• Simpler sounds
• Slower tempo
• Minimal instrumentation
• A sense of routine or repetition

Middle (10–45s)

Build interest and anticipation.

Consider:

• Adding layers
• Increasing energy
• Developing a memorable melody or motif
• Introducing sounds that suggest movement or flowing water

Ending (45–60s)

Support the product reveal and brand message.

Consider:

• A strong musical climax
• Positive, uplifting emotions
• A memorable ending that leads into the jingle or audio ident

Tip: Think about how the music changes as the advert moves from the ‘old way’ of drinking to the ‘new’ Cat Water Fountain.

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2. Choose Sounds & Instruments Carefully

Select sounds that support your creative concept.

Examples:

Fresh & Modern

• Synths
• Electronic sounds
• Light percussion
• Bright piano

Natural & Refreshing

• Water recordings
• Acoustic instruments
• Nature sounds
• Soft textures

Playful & Fun

• Marimba
• Ukulele
• Plucked sounds
• Percussive effects

Experiment with:

• Tempo
• Dynamics
• Texture
• Layering
• Harmony

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3. Create a Brand Jingle

Develop a short musical idea that people will remember.

Your jingle should:

• Be 5–10 seconds long
• Be easy to recognise
• Reflect your Cat Water Fountain brand
• Work alongside a slogan or product reveal

Examples:

• A short melody
• A sung phrase
• A catchy instrumental hook

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4. Create an Audio Ident

Create a very short sound logo (2–3 seconds).

Think about:

• What sound represents flowing water?
• Could water droplets become percussion?
• Could a short melody become recognisable?
• How can you make your brand instantly identifiable?

Your audio ident should be simple, memorable and distinctive.

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5. Produce & Record Your Audio

Use your preferred DAW:

• Logic Pro
• Ableton Live
• GarageBand
• FL Studio
• Cubase
• Pro Tools

Remember to:

• Layer sounds carefully
• Avoid overcrowding the mix
• Balance levels effectively
• Create a professional sound

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6. Test & Refine

Listen to your work alongside:

• Storyboards
• Mood boards
• Visual concepts
• Promotional video ideas

Ask yourself:

• Does the music fit the visuals?
• Does it support the pacing?
• Does it communicate excitement and transformation?
• Is the jingle memorable?
• Is the audio ident distinctive?

Make improvements based on feedback from peers and staff.

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7. Explain Your Creative Choices

Write a short reflection (150–250 words) explaining:

• Why your soundtrack suits your Cat Water Fountain brand
• How you communicated the journey from old to new
• Why you chose your instruments and sounds
• How your jingle supports your brand
• How your audio ident could become recognisable to audiences

Examples of iconic soundtracks from big brands…

Week 4 – w/b 12th October – Production & Music Mood Boards

Create 1 or 2 mood boards for how you envision your promotional video to look like (Media Students) and how your brand soundtrack will sound like for the promotional video (Music Students)

A mood board can be a visual & sound tool that expresses the theme, concept &inspiration for a production idea. It should communicate emotion, style, energy & atmosphere — not just be a collage of pretty pictures! Creatives in the industry like to use digital platforms such as Milanote & Canva to produce theirs!

MEDIA STUDENTS; Decide on whether you will be creating a 30-60 second live action TV commercial or a social media style advert or a montage of product shots, graphics & voiceovers….Your Mood Boards for whichever you choose to do should include the following…

• Brand Inspiration – Logos, colours, packaging, pet brands, and product advertising that inspire the visual identity of your Cat Water Fountain brand.
• Setting & Location – Images showing where your advert could take place (e.g. living room, kitchen, pet café, studio, garden, modern home, social media-style set – refer to the sequences from the brief).
• Lighting & Colour Palette – Examples of colours and lighting that support your idea. Consider how you might contrast: The dull, old world of traditional water bowls to the exciting, fresh world of the new Cat Water Fountain!
• Camera Style & Framing – Screenshots or stills showing examples of your visual approach: Close-ups, Product shots, Wide shots, Tracking shots, Dynamic angles, Slow-motion details, Social media-style framing.
• Cats, Characters & Lifestyle Imagery – Images of cats, pet owners, lifestyles, reactions, expressions, or characters that could feature in your advert.
• Sound & Emotion Cues – Words, music styles, sound effects, or voice-over ideas that communicate the mood of your advert. For example, is it: Playful, Dramatic, Futuristic, Humorous, Premium, Exciting.
• Typography & Graphics – Fonts, on-screen text styles, motion graphics, social media graphics, and your branding idea that could be used in the advert.
• Key Slogan – A phrase that communicates your concept and the product’s main benefit.

Promotional video mood board examples:

MUSIC STUDENTS; A reminder that you will need to produce a 30–60 second original soundtrack for the commercial film from the brief, a short brand jingle and a memorable audio ident. Your Mood Boards for your music should include the following…

1. Brand Identity – Images, colours, keywords and visual references that represent your Cat Water Fountain brand.

Is it…

• Modern or playful?
• Premium or affordable?
• Futuristic or natural?
• Fun or sophisticated?

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2. Musical Style & Genre – What style of music would suit the commercial?

Examples:

• Electronic
• Pop
• Ambient
• Cinematic
• Funk
• Lo-fi
• Acoustic
• Upbeat Corporate
• Hybrid (music + sound design)

Choose a genre and explain briefly why it fits the product and target audience.

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3. Artist & Track References – Find examples of music, jingles or advertising campaigns that inspire your ideas.

Include:

• Song titles
• Artists/composers
• Soundtracks
• Commercials with memorable music

Add links or QR codes where possible.

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4. Mood & Emotion – Consider the emotional journey of the commercial. How should the audience feel?

For example:

• Curious
• Playful
• Excited
• Refreshed
• Inspired
• Futuristic

Think about how the music can help communicate the transformation from an ordinary water bowl to an exciting new fountain.

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5. Tempo & Energy – What pace should your soundtrack have?

Consider:

• Slow and dull at the beginning?
• Building excitement during the reveal?
• Energetic and memorable at the end?

Use words such as:

• Slow
• Mid-tempo
• Upbeat
• Driving
• Dynamic

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6. Instrumentation & Sound Design- Identify the sounds you could use in your soundtrack.

Examples:

• Synthesizers
• Piano
• Guitar
• Percussion
• Vocals
• Sound effects
• Water sounds
• Bubbles
• Flowing streams
• Digital effects

Include images and links to reference sounds if possible.

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7. Audio Branding Inspiration

Research examples of memorable:

• Brand jingles
• Audio logos
• Sonic branding
• TV advert music

Think about:

• What makes them memorable?
• How long are they?
• How could you create a recognisable sound for the Cat Water Fountain brand?

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8. Visual Pairing

Include images that match the sound you want to create.

For example:

• Modern interiors
• Happy cats
• Flowing water
• Product photography
• Technology
• Nature
• Bright colours

Think about how music and visuals work together.

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9. Colour Palette & Sound – Choose colours that reflect your soundtrack.

For example:

• Blue = fresh, clean, calming
• Green = natural, healthy
• White = modern, minimal
• Bright colours = energetic and playful

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10. Keywords / Brand Message – Create 3-5 keywords that describe your soundtrack.

Examples:

• Fresh
• Flowing
• Modern
• Playful
• Innovative

Music soundtrack mood board examples:

Week 3 – w/b 5th October – Present your Research & Ideas for Phase 1 – Brand Creation

Task 1 – Present your research in a PowerPoint or Canva presentation

• Identify the target audience & purpose

• Research existing cat products, water fountains and pet brands

• Collect examples of relevant animation, illustration, advertising and branding

• Create a visual mood board/inspiration board. Consider how the idea of a “revolution in the world of cats” could be communicated visually

Task 2 – Present Ideas for your Brand Name, Personality & Logo – add to your research presentation

• Generate a range of possible brand names for the product

• Identify the brand’s personality using keywords – consider the intended audience and how the brand should communicate with them

• Produce small sketch ideas for logos or a visual identity/style

• Explore typography, symbols, shapes and possible colour palettes

• Select and justify the strongest brand name, personality & logo/visual identity

Remember – the brief asks for a brand name, personality and logo that are simple, readable and memorable.

Questions to think about before creating your brand…

Step 1: Your Brand’s Big Idea

• Who is your water fountain for?
• What makes it different from other fountains?
• Why would someone switch?
• What problem are you solving?
• What is your one-line pitch?
• If this is vague, your brand will be generic.

Step 2: Brand Personality

• Define your brand like a person.
• If my brand walked into the room, how would it behave?
• Is it calm, hype, premium, underground, playful?
• What brands have a similar vibe?
• What tone of voice will it use?
• Write 5 personality traits.
• Don’t just use safe words like just “modern” or “cool” be specific.

Step 3: Target Audience

You cannot design for everyone:

• How old are they?
• Do they own lots of pets of just one?
• What cat products do they already own?
• What frustrates them about current cat products and water bowls?
• The clearer your audience, the stronger your brand.

Step 4: Visual Identity Decisions

• Make intentional choices.
• What is our signature colour?
• Light or dark interface?
• Clean or expressive style?
• Minimal or energetic?
• What shapes define your UI?
• What makes the brand recognisable instantly?
• Test: If the logo disappears, can people still recognise your brand?

Step 5: Sonic Identity

• What does the water fountain sound like?
• Does it have a sonic logo?
• Is the voice human, AI, or silent?
• What emotional mood should the audio create?
• How does sound support the brand personality?

Step 6: The Experience

• What is the killer feature?
• What moment makes people say “this is different”?
• What would people share on social media?

Week 2 – w/b 28th September – Continue with phase 1 of the brief…ideas around your brand name, personality & style, and research into your target audience & cat products

See instructions from week 1, below…

Week 1 – w/b 21st Sept – Brief Launch & Brainstorming

After the launch of your new brief spend some time in your groups brainstorming and discussing ideas for phase 1 of the brief – Brand Creation! Include ideas about the following:

• Possible brand names for your cat water fountain
• Ideas around the look and colour of your brand
• Mood, personality & sound of your brand – make sure it is relatable to a cat owner
• Logo style ideas – can a 5 year old and an adult both understand it quickly?
• How you will make your brand unique?
• Target audience
• Cat/ pet brands
• Cat water fountains/ products on the market