statement of intent redraft

Statement of Intent

For my coursework, I will create two TV adverts to promote *Innocent Smoothies* as a healthier beverage option for teenagers and young adults. These adverts aim to encourage young people to make better lifestyle choices by showcasing how *Innocent Smoothies* boost energy and well-being. My adverts will reinforce the message that choosing a natural and nutritious drink can lead to a healthier, more vibrant lifestyle, appealing to an audience that values energy, mood, and productivity.

The main character in both adverts is a 22-year-old mixed-race woman of Black and White heritage, representing young and diverse people who care about fitness, wellness, and their overall lifestyle. This choice emphasizes inclusivity and subverts traditional stereotypes, presenting her as strong, confident, and aspirational—aligning with the modern, youthful identity of the *Innocent* brand. 

Sound design will play a pivotal role in immersing the audience and creating an emotional connection. Diegetic sounds, such as gym equipment clattering or bustling city noise, will make the settings realistic and relatable. Non-diegetic sounds, like upbeat music introduced after the character drinks the smoothie, will symbolize her transformation, reinforcing the emotional and energy-boosting impact of *Innocent Smoothies*.

The adverts will conclude with the slogan, *“Fuel your day the right way,”* tying into the campaign’s overarching message of promoting small, impactful lifestyle choices. These ads will be designed for both television and digital platforms like YouTube, Instagram, and TikTok, ensuring they reach teenagers and young adults effectively. By airing during fitness-related programming, health shows, or prime-time viewing slots, the campaign will maximize its impact and appeal.