My idea is to create an advert that is out of this world through the notion of fantasy. I plan to portray Italian culture within my images. I am going to do this by paying homage to Italian cinema. The film I am going to base my advert off is 8½ (1963), a well known black and white Italian surrealist film that is renowned for its famous opening dream sequence. I am going to replicate similar themes from this in my adverts in order to reference the film however link these themes to the Lavazza brand.

In order to display my ideas clearly, I created a treatment. This includes my idea, the mood I am going to portray, the imagery I am going to focus on and the lighting I am planning to use (which may vary depending on the background).

Within my treatment, I included drawings and images from my inspiration in order to give a clearer sense of my idea. I am also going to create a moodboard to give a clearer view of how my final product is going to look.

This is the moodboard I created, showing the different elements of my composite to show how they are going to look. In the foreground, I am going to have a character who is floating in the air with a rope around their leg and the pose of the character is going to have a theatrical theme. The background is going to be the cityscape and I want it to be quite bright to create an uplifting feel within the image and to reflect the brand of Lavazza.

For the costume of my character, I am going to have the character in street wear to create a synergistic link between the character the background he is in, so the image looks natural, as within the film 8½, the character fits in with his surroundings. I am going to have the character have a black jacket to match the costume in the film, however I want to  divert from the costume used within the film as my advert is going to based in London rather than Italy.

The style I am going for is quite theatrical and exaggerated and adverts I have looked at by Lavazza seem to exaggerate the character and the brand in order to promote the brand and sell it to consumers.

This is the lighting that I am using for my photoshoot, it is going to be similar for both cup and model as they are both going to be placed in the the same place within the foreground. 

I did a test shoot for the lighting that I had showed on my lighting diagram to ensure the lighting was perfect for the shoot so I have enough time to shoot my cup and model within the time for my shoot. The lighting in these shots were perfect as they matched the lighting in my background.