• How did thinking in terms of shots and scenes influence your approach to communicating your design concept?
    • Thinking in terms of shots and scenes forced us to situate our user in their use environment (in our case the grocery store), while also bringing attention to the need to outline the problem (our core ‘why’) more clearly -we found that, when communicating our app idea, it wasn’t enough to simply jump into features. An audience would need context, and we couldn’t assume that they understood the problem that we were solving.
  • What motivated your choice of storyline structure? Can you think of an exemplar from a film that uses the same structure?
    • We were inspired by the ‘pitch’ format – start with the problem you are solving and for whom (‘why’/’who’), then outline the solution (‘how’) and then finish with the fancy features and functions (‘what’). The format of a video naturally lends itself to communicating ‘where/when’ in the first few frames.
  • What choices did you make about audience and style? Were they related?
    • Stylistically, we are looking to be a bit more tongue-and-cheek + dynamic with out video (in the style of Youtube vloggers meets a brand like Junkee/VICE). In the spirit of something like ‘Adult Swim’, this will allow us to hit our target audience of tech-savvy millenials while not alienating older demographics (particularly mothers).