Content Proposal

Hey Brett,


Thanks again for working with us; we’re excited to create with you. 

After hearing your description of your target demographic, we have taken some time to research and build out this concept for your content. 

It’s worth noting that demographic information is, in many ways, an educated guess, and as we create more with you and test the content on your audience, we can continue to refine it. 

Target Demographic:  Women 25-39

Based on our research, here are some of the values of your target demographic that we should focus on.

  • Self Care

  • Care for Others 

  • Sustainability

  • Education through content 

Concept

Taking timeline, project scope, and capacity into consideration with those values, I believe we should create a social media video showing your candle-making process while listening to a voice-over explaining the process. 


Through the voice-over, I hope for your audience to hear how thoughtful the process is, how light provisions values quality and sustainability, and to feel encouraged to take a moment to Illuminate the things in life worth savoring.

Visuals

The visual language of the video needs to be steady, symmetrical, inviting, and kind. This means a lot of non-moving camera shots, intentional framing, and warm, bright lighting. 

To accomplish this, we will need to stage and gather multiple takes of the steps of your candle-making process. 

Here is a reference from a company that makes lamps. Please note this reference is from a visual standpoint, as our concept is different. 


Sounds

I plan to gather as much sound as possible from the process and mix it with some atmospheric sound design and music to further immerse the audience.


Product Photography

To show the spring collection, we will continue with the warm, bright lighting style from the video. We will use the sun and artificial lighting to make directional shadows from the candles to contrast the light. 

I would love to show a hand lighting the candles to add the human element to the product photography. 

Lastly, I don’t know the specific candles and notes for the spring collection, but we can perhaps use items to represent the notes as a set dressing around the candle. For example, if one candle had notes of pine and cherry, we would have pine needles and cherries intentionally placed around the candles. 

Overall, think warm, intentional, inviting, and human for both the photo and video. 


Thanks for hearing us out, and let us know your thoughts!