Treatment

Treatment

Vans shoes help people come together.

The advert opens with a shot of cut up pieces of vans shoes lying on a plain coloured floor. The track ‘Rotator’ from mobygratis.com plays throughout. Using stop motion animation the pieces move along the floor gradually joining together until they form a complete pair of vans.

Next we see a mans feet going into each shoe, once the shoes are on his feet he begins to walk with the camera still focusing only on the shoes. As the shoes walk along we see him step onto a skateboard and then camera follows him as he skates along, still focusing on the shoes. Suddenly the skateboard is stopped by another shoe belonging to a young women. The camera then zooms out to show a long shot of the girl and boy facing each other and smiling. The screen fades to black and the vans logo appears along with the words VANS. COME TOGHETHER.

Vans are young, cool and fun. They’re associated with skateboarding and indie music. I will try and use all these aspects in my advert by choosing an indie track and showing people skateboarding.

The concept of my advert is that just as the pieces of shoe come together, the people wearing the shoes come together. I think this advert will work as the concept will appeal to young people – it’s an aspirational advert. I think the music will fit well as its upbeat and joyful, which should make the advert fun. I will be using stop motion so will incorporate small object animation as well as pixilation techniques.

The audience will mainly see the shoes and the journey they go through, the style will be very much the camera following the shoes and how they bring people together. The characters will look like very ‘trendy’ ‘well styled’ young people and the settings will be urban. There will be skateboarding sound effects and for music the song ‘rotator’ from mobygratis.com.

The target audience for this advert will be young people, primarily teenagers but including people in there 20s and 30s. I think the idea of you being able to meet people and come together will appeal to my target audience. Also the idea of when you wear vans you have fun and can skate around etc will be appealing to young people.