Gen Z Adults’ Social Media Engagement Behaviour (SMEB) Consuming Vertical and Horizontal Short Video Ads Employing Trending Production Techniques

• Chapter 1: Introduction

• Chapter 2: Analysis and Planning

• Chapter 3: Product Development

• Chapter 4: Reflection and Improvement

• Chapter 5: Conclusion

• References

• Appendices

• Contact

List of Figures

Figure 1. Progress Visualisation
Figure 2. Mood board
Figure 3. Simulated brand logo
Figure 4. Horizontal Human rejected first draft
Figure 5. Horizontal Human rejected second draft
Figure 6. Horizontal Product rejected draft
Figure 7. Vertical Human accepted draft
Figure 8. Vertical Product accepted draft
Figure 9. Horizontal Human accepted draft
Figure 10. Horizontal Product accepted draft
Figure 11. Materials
Figure 12. Initial attempt of making truffle
Figure 13. Online survey cover photo
Figure 14. Google Forms cover photo
Figure 15. SharePoint interface of HH Advert on laptop
Figure 16. SharePoint interface of VH Advert on laptop
Figure 17. SharePoint interface of full-screen HH Advert on mobile in ‘Portrait’ mode
Figure 18. SharePoint interface of full-screen VH Advert on mobile in ‘Portrait’ mode
Figure 19. SharePoint interface of full-screen HH Advert on mobile in ‘Rotate’ mode

List of Tables

Table 1. Revised shot list
Table 2. Revised AV script

List of Videos

Video 1. Behind The Scene
Video 2. Vertical Human Short Advert (Simulated)
Video 3. Vertical Product Short Advert (Simulated)
Video 4. Horizontal Human Short Advert (Simulated)
Video 5. Horizontal Product Short Advert (Simulated)

List of Abbreviations

Total word count for Portfolio (Web): 2108
(Including in-text citations; Excluding directory, table of contents, page title, research title, section title, paragraph title, visuals, tables, labels, appendices and references.)

This portfolio elaborated 4.1.2 Product Development in the Evaluative Essay. The digital artefact was designed based on McGuire’s IPM and ELM (See 2.1 in Evaluative Essay). A sequential model of the artefact execution encompasses three key stages: pre-production, production and post-production, representing essential tasks and associated challenges, depicting the thought process and actions carried out from preparation to completion (Figure 1). The abbreviations of four short video adverts are employed hereinafter (See List of Abbreviations).

Figure 1. Progress Visualisation, created by the researcher for this portfolio.

This section examines technical factors that affect current trending production techniques, particularly continuity, in-camera transitions and lighting, backed with theories.Firstly, IPM breaks down the individuals’ cognitive information process from exposure to behaviour when they are expose to the information. visual continuity elements like smooth camera transitions, including techniques like the “fill in the camera” transitions can capture and maintain viewers’ attention, especially for Gen Z, who are known for shorter attention spans (Steven 2024; Trestini 2023, p. 12). These techniques engage the audience early in the message, which is crucial for initiating persuasion.Second, comprehension is facilitated by clear continuity in special and temporal aspects, making the narrative easier to understand and ensuring that viewers can process that content (Magliano and Zacks 2011, p. 1498; Blazer 2019). Techniques like “filming in the dark” create cinematic effects that enhance both the aesthetic and emotional appeal of the message, assisting viewers comprehend the intended mood and atmosphere (How to film a cinematic restaurant commercial 2021). Viewers’ recall ability of visual elements also determined by memorable visual elements like consistent lighting and creative transitions to increase retention (Dere 2023). Lighting setups, such as the use of key, fill and backlights further contribute to the retention of the message by reinforcing mood and emotional engagement (Li et al. 2023, p. 158).In terms of ELM, high quality production techniques engage viewers through both central and peripheral routes. When one actively engages with the message content indicates the inclination toward central route, on the other hand, peripheral processing is driven by visual elements like smooth transitions and creative lighting setups, including the “fill in the camera” technique, which can foster engagement without deep cognitive processing (Lou and Yuan 2019). These peripheral cues enhance the aesthetic appeal and emotional resonance of the ads, potentially leading to positive attitudes towards the message (Amouzadeh et al. 2023, p. 1; Provost 2022).The production techniques accompanied with IPM’s attention, comprehension and retention and ELM’s central and peripheral cues can contribute significantly to the artefact development and making the content more engaging and emotionally resonant, even when viewers may not deeply process the core message preference (Magliano and Zacks 2011; Lou and Yuan 2019).

The pre-production was marked by innovation, adaptability and a commitment to excellence, laying a strong foundation for the subsequent stages of production. As repeated measures design was adopted in the online survey, the prerequisites to achieve the hypothesised outcome was to minimise disparities among the four short adverts, in terms of production settings, visual and audio appeals, storyline, presentation and distribution channels. Although challenges arose at each stage, enhancements were also observed through trial and error. The entire product development phase, from pre- to post-production, spanned three weeks before distributing the online survey. Various shooting angles, including wide, close-up, horizontal and over-the-shoulder shots were used to complement in-camera transitions. Videos were adhered to specified horizontal (19:6 HD) and vertical (6:19 HD) aspect ratios, resulting in two sets of 15-second ads with a comparison of human presence (Wang et al. 2020).

(a) Shot list

The pre-production started with a shot list (Table 1) , which was revised three times in-between production and post-production to achieve the desired outcome. The creation of the simulated ads drew inspiration from the work of content creators (Top 10 Phone Transition Ideas! 2021; Popcorn Filmmaking n.d.; Morning Routine Video n.d.; Cafe video idea n.d.; Food idea you should try! n.d.; Creative Food Video Idea n.d.), which only used mobile to film ads. Key transitions were incorporated in the shot list, such as the elevator that utilises surrounding or tools, the clockwise motion, slow-mo and zoom out techniques.

Table 1. Revised shot list.

(b) Mood board

Besides lighting, colour also impacts how we perceive space (Wasserstrom 2022). From seven references, complementary colours of navy blue and rust brown were curated into a cohesive mood board (Figure 2). In modern restaurant interior design, the navy blue evokes a cosy, security and intimate ambiance while brown signifies warmth, naturalness and reliability (Daisie Team 2023; Wasserstrom 2022; Fraser-Smith 2016), leveraging contrasting hues and temperatures that are visually appealing and enticing. Despite the inclusion of five hues from the references, the focus remains on utilising navy blue as a supportive background to enhance the vibrancy and warmth of rust brown tones in subsequent phases.

Figure 2. Mood board.

(c) Simulated Brand Logo

The simulated brand “pure.” (Figure 3) drew inspiration from renowned brands, confectionery brands such as Cadbury, Ferrero Rocher, Lindt, GODIVA, and a technology brand, Apple, aiming to establish a recognisable and memorable identity. The brand image featured a rounded-edge square silhouette of a truffle being eaten, complemented by the cursive brand name. A gradient golden hue, reminiscent of Cadbury or Lindt, which conveyed the luxury of the homemade truffles, with the golden colour contrasting elegantly against the navy blue background, enhancing the brand's premium image. The logo's versatility was demonstrated through its black-and-white and coloured versions, ensuring consistency and adaptability across different uses and backgrounds. The brand name “pure.” was styled in the elegant calligraphic typography “Biscuits with Chocolate.” The progression highlighted how the concept was refined from a complicated monogram logo sketch to simplified icon-based logo.

Figure 3. Simulated brand logo.

(d) Storyboard

Rejected drafts

The initial drafts of advertising concepts for a to-go food product were rejected due to ethical concerns and inconsistencies between human-focused and product-only narratives. The human-centred campaigns struggled to balance compelling storytelling that could reciprocate the ELM’s central route and IPM’s source credibility, while the product-centred ad, though visually appealing, failed to convey the product's convenience, a crucial selling point. Both approaches did not meet the requirements of creative transitions and continuity. The human-focused ads aimed to evoke emotional connections but fell short, with the first attempt being plain in narration (Figure 4) and the second not in line with the product's theme of convenience though humorous (Figure 5). The product-focused ad emphasised aesthetics, focused on ELM’s peripheral route, but lacked emotional engagement and did not highlight the convenience aspect (Figure 6).

Approved drafts

The final attempt (Figure 7-10) simulated a two-ingredient dessert: chocolate truffles, referencing Vais’s recipe (2021) using 80g of unsweetened cocoa powder and 180g of condensed milk. Since this is a self-funded project with a restrictive budget, the decision was made to simulate an easy homemade recipe. The rectified draft was simplified and incorporated more consistent creative in-camera transitions and various camera angles to minimise disparities, as listed in the revised shot list, which met ELM central and peripheral routes and IPM four factors (see Evaluative Essay Chapter 2). Each transition was carefully orchestrated to ensure seamless continuity between shots. For instance, the over-the-shoulder transition from shot 3 to shot 4 was executed with a left-to-right movement and shot 4 concluded by returning to the shoulder leading to a smooth transition into shot 5. Title and a simulated brand logo “pure.” were anchored in the beginning and the ending respectively to bolster the image of brand and product. The framing between vertical and horizontal varies in composition with vertical framing emphasises height and narrow focus, while horizontal framing highlights width and a broader space and information.

(e) Revised AV Script

Table 2. Revised AV script.

The AV script (Table 2) had clarified the time allocation for eight shots, with an average of 1.8 seconds per shot. During editing, adjustments for speed and music were synchronised well to capture viewers' attention such as the “elevator” in-camera transition bridged shots of “dropping cocoa bag” and “sieving cocoa powder” with smooth camera movement and catchy beats. This visual-audio synchronisation enhanced the overall viewing experience. Practical strategies for the next stages were planned within ethical and budgetary constraints, prioritising copyright-free sources and secure online storage.

Figure 19. SharePoint interface of full-screen HH Advert on mobile in ‘Rotate’ mode.

Video 4. Horizontal Human Short Advert (Simulated).

Video 5. Horizontal Product Short Advert (Simulated).

This portfolio offered valuable insights into self-directed short video ads, emphasising the versatility of in-camera transitions and human presence in ads. Despite a thorough review of empirical literature and professional examples before production (refer to Chapter 2), achieving the final product required trial and error. It is essential to recognise that even minor decisions can significantly impact the final outcome. Certain transitions were anticipated to be effective, in which the viewers were able to decode the ads—VH might be the most liked ad. Primary elements contributing to its success include the transitions between cocoa powder bag and sieving powder, the ending transitions featuring food presentation and the brand logo. The creation of 15-second simulated ads was formulated according to previous literature (Steven 2024; Trestini 2023, p. 12) and practical work (See 3.1(a)).On top of that, this process has honed the researcher's decision-making skills and sharpened the ability to evaluate advert quality. As mentioned earlier, impediments including ethical restrictions, budget constraints and the lack of a 4K camera required the researcher to be more adaptive and creative with the available resources. Nevertheless, this project serves as a valuable example for future research. If the researcher were to make amendments, the chosen online survey platform should be able to embed videos and play vertical videos, such as SurveyMonkey or Qualtrics. However, Google Forms offers different designs of question types to enhance the survey experience. The discussions with the research supervisor had provided a clearer direction for the pre-production planning. Furthermore, the voluntary support has smoothened the advert development.

• Reflection and Improvement

Chapter 5: Conclusion

In conclusion, this portfolio successfully integrated trending production techniques with McGuire’s IPM and ELM to formulate engaging and persuasive short video ads aimed at Gen Z adults. By harmonising the visual elements including innovative in-camera transitions, lighting, music and typography, this project effectively captured attention, facilitated comprehension and enhanced retention by leveraging both central and peripheral routes. The final 15-second simulated ads were able to demonstrate the impact of vertical and horizontal formats on digital media engagement. This work aligned with the analysis and planning section ensuring high quality and expecting that VH would be the most preferred format. Throughout development, it became evident that every nuanced decision influenced audience response. Ultimately, this portfolio served as a useful reference for marketing professionals, businesses and future SMEB project in optimising ad strategies and market segmentation.

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● HH Ad FootagesJune Lye (2024) 20240615153921. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EWl7evLTSEJJkXquHIQluPYBy1jjvAv1mR3yQG2KIoQYYg?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=ApleFG (Accessed: 21 July 2024).June Lye (2024) 20240615154745. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EVI0GpPvSf9LqBH4s4gG0AoBgiT4glEfr9N0bbMwlhm4uQ?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=qyarCs (Accessed: 21 July 2024).June Lye (2024) 20240615155056. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/ERmrbmix6AhNoQ7VyVA9BjgBLbz0n1BThaIsWHqwyf0Ihg?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=pw5l5Y (Accessed: 21 July 2024).June Lye (2024) 20240615161412. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EW8bqA-IlBsqjSl3XKalMBKDm3hJrYorGieAnfXX-bdA?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=hj5vwH (Accessed: 21 July 2024).June Lye (2024) 20240615162455. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EbtWf3KVpJVMqz7vlvr4-ABdfk1lzKMK0LqVNhRTwbilw?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=jjqJQm (Accessed: 21 July 2024).June Lye (2024) 20240615184044. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/ETrVOwA2nAxPjlGSkq2R-4sBeKZJmUvX643vW7LbU6xakQ?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=Jgncrt (Accessed: 21 July 2024).June Lye (2024) 20240615190012. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EQEOE6yZ7dNuwCOg-7KLOIBRAFr4y8TUL39WNcG7bAn5g?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=5fB12I (Accessed: 21 July 2024).June Lye (2024) 20240618113039. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EXMWklVUeqhCvOaXO8uampYBxvS2My8s2YpDaXGjzvpruw?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=VSww2p (Accessed: 21 July 2024).● HP Ad Footages
June Lye (2024) 20240615155834. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EYJZbvNcK9tFjR3CjJYuABW-CDxYpM47PlMpmm0BpnA?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=8tB2aI (Accessed: 21 July 2024).June Lye (2024) 20240615161412. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/ERncundjDo5IsrTvRuemSLEBuZTx19buzqzcJYwSfyraw?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=smn9ug (Accessed: 21 July 2024).June Lye (2024) 20240615162455. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EWT5geojeGFPiV6ZZqOsvswBF5tTZY4yzi3HO3frVsWRgw?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=dVEnS8 (Accessed: 21 July 2024).June Lye (2024) 20240615184044. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/Eamw6092-UJInRiaNgLuxVEBAk8EEmgBF5-paO710EpA?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=w2vrKt (Accessed: 21 July 2024).June Lye (2024) 20240615185337. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EQVqFzFOqPNJi561aukGyfwBJrdalU6IDxRszWlAS5q-w?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=V27FEJ (Accessed: 21 July 2024).June Lye (2024) 20240618125946. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/ERnvjYnEVfBEg6lqiDFTuBgBmiK5FTzVZL1dBQPGPEz80A?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=LDcDbl (Accessed: 21 July 2024).June Lye (2024) 20240618131206. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/ES4pSJ0iC-ZFgbgurHVSqEsBKiK5ktJ12wCiuJjtRQYFDQ?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=Ma04kU (Accessed: 21 July 2024).June Lye (2024) 20240619173241. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/ETe4V4VepOZKm3_KbVGuctQBVGzEeb07120XTOradKJgRQ?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=IX52da (Accessed: 21 July 2024).

● VH Ad Footages
June Lye (2024) 20240615153851. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EZIfu0wjeZhKuXuBinIpncoB3-2uz9PCslmei7Eaz44pdQ?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=qVJOQO (Accessed: 21 July 2024).June Lye (2024) 20240615154727. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EZhTNy2CzDpPksJ4o4AYI-IBCMK6F285pLPdST3AEvvSRg?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=MvVCux (Accessed: 21 July 2024).June Lye (2024) 20240615154904. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EQQ5cuCFEw1JjjZUZ5CyrMEBgiOCNpFH9txoErGElTo2Bg?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=WAtpMw (Accessed: 21 July 2024).June Lye (2024) 20240615160939. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EbQv9dLsTglGlFLXMWv3-AwBlUo51rAcrUTV1oUoHru6xg?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=gu1IRW (Accessed: 21 July 2024).June Lye (2024) 20240615162626. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EUA6BhtbJZNLsSuWWa2T3-EBeUBaCjeEiDlhJ1HoYtwPZA?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=4jqdlL (Accessed: 21 July 2024).June Lye (2024) 20240615184003. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EaCQLappZh5ClSpeCObZhWQB7hJL1KTuv6i0DnmQK8LSNg?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=lwX1iW (Accessed: 21 July 2024).June Lye (2024) 20240615185821. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EUBs1vzxtAlLlQo1dvYQzUB9vKzXwJiQXAx6WOU3AdA9g?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=GPVeDf (Accessed: 21 July 2024).June Lye (2024) 20240618112802. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EdceDF9QXAdEpgeknnF-LkYBloMBq9GzL4ZunLR6yHC2pg?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=QHue16 (Accessed: 21 July 2024).● VP Ad Footages
June Lye (2024) 20240615155503. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/ES5mNi5AFCRAsZC1Q8tVLEBXT6VJ4X1Ioq4mX3T98tfXw?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=Dn1Zoi (Accessed: 21 July 2024).June Lye (2024) 20240615160939. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EXXAYVRnVT9BhkFP7iEHGvYBro0iinz9EHSmyUZmM2O51Q?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=haxBF5 (Accessed: 21 July 2024).June Lye (2024) 20240615162626. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EY-ssXkq5U9EltLGVvSbkigBCB2Ox-SDodwZAtGQdWdwKw?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=JDoyga (Accessed: 21 July 2024).June Lye (2024) 20240615184003. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EVfBIbfHNIsH5tjKDb9wBf4EByPAhiXBneZRKLwBWqg?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=jC1nth (Accessed: 21 July 2024).June Lye (2024) 20240615184859. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EVDEX-9qZotAqNf3xFSOOewBC9sAGb-Fma2slna6WTYrlg?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=dBgl9Z (Accessed: 21 July 2024).June Lye (2024) 20240618125636. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/ESlhodic5FPgrCeqJYIYoABhL5aTKA8OPwPgfDzcuYQ?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=6iTa97 (Accessed: 21 July 2024).June Lye (2024) 20240618130710. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EUxwuPBvUcFNgwa17WxGmkQBqexx5icEh1nAnit-kNBSDg?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=utZlGp (Accessed: 21 July 2024).June Lye (2024) 20240619174133. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EURiw448Ot5BprOtPJDLp7oBwZGGMCPHxn0PTBp5RSkYg?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=yMhCva (Accessed: 21 July 2024).Digital Artefact (Simulated Ads)
June Lye (2024) Horizontal Human Short Advert (Simulated). Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/Ech4r112ldlJrjVF3qoUiGcBCnnG356bxgUK8ZNofy0B5A?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=FxKvvv (Accessed: 26 July 2024).June Lye (2024) Horizontal Product Short Advert (Simulated). Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EX5IZZLKR8JPjQoB-wxqxTUBJnU8oKn5iZHI9iU94zk6Q?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=mNPALX (Accessed: 26 July 2024).June Lye (2024) Vertical Human Short Advert (Simulated). Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EZ1WnHCtNKBLqEWPobataUYBsDOJeQmAoYraHrXnvGTnCQ?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=KHrmJa (Accessed: 26 July 2024).June Lye (2024) Vertical Product Short Advert (Simulated). Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EbBrs5jgnBtEqPidSVnUYRsBNHoD2aXf4nwsrf-f4XeWzA?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=miQAuU (Accessed: 26 July 2024).Background Music for Simulated Ads
Alex Kizenkov (2023) ‘Stomps And Claps (Percussion and Rhythm)’. Available at: Pixabay (Accessed: 17 June 2024).Amaksi (2022) ‘Stomp’. Available at: Pixabay (Accessed: 17 June 2024).QubeSounds (2022) ‘Abstract Fashion Pop’. Available at: Pixabay (Accessed: 17 June 2024).Yourtunes (2024) ‘Stomp and Claps’. Available at: Pixabay (Accessed: 17 June 2024).Behind The Scene
June Lye (2024) Behind The Scene. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/Ef0uRVPE05xNu8wl89nAp3UBNu0PGTddEGqirfA5RvN4JQ?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=h4dEXA (Accessed: 21 July 2024).Footages for Behind The Scene
June Lye (2024) 20240613144520. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EXNOgoPEmZBAlUwSizwzeJ0BTQO8KjQugGx1nzDrYhHsgg?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=bZvRc1 (Accessed: 21 July 2024).June Lye (2024) 20240613150344. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstiracuk/EUmI2qgAh0JDmdUd91wM4KIBdUfZJchOtJi7h58zW7wX3g?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=DP9jnG (Accessed: 21 July 2024).June Lye (2024) 20240613152502. Available at: https://stir-my.sharepoint.com/:v:/g/personal/jyl00008studentsstirac_uk/EQoWctXGPClLgVS2CbSlGdgBnMw6fc7RpsuqUGoIevuLNQ?nav=eyJyZWZlcnJhbEluZm8iOnsicmVmZXJyYWxBcHAiOiJPbmVEcml2ZUZvckJ1c2luZXNzIiwicmVmZXJyYWxBcHBQbGF0Zm9ybSI6IldlYiIsInJlZmVycmFsTW9kZSI6InZpZXciLCJyZWZlcnJhbFZpZXciOiJNeUZpbGVzTGlua0NvcHkifX0&e=VtU144 (Accessed: 21 July 2024).Background Music for Behind The Scene
Benjamin Tissot (n.d.) ‘Beyond The Line’. Available at: bensound (Accessed: 17 June 2024).Mood Board Sources
Bolovtsova, K. (2020) Person Slicing a Brown Chocolate Swiss Roll Cake. Available: https://www.pexels.com/photo/person-slicing-a-brown-chocolate-swiss-roll-cake-5702931/ [Accessed: 21 June 2024].Corbett, M. (2022) How to Make Easy Homemade Rum Truffles. Available: https://thecinnamonjar.com/rum-and-ginger-truffles/ [Accessed: 21 June 2024].Grabowska, K. (2015) Vintage Restaurant Window image. Available: https://pixabay.com/photos/vintage-restaurant-window-lamps-791942/ [Accessed: 21 June 2024].Kapoor, V. (2020) Rathauskeller, Zug, Switzerland image. Available: https://pixabay.com/photos/rathauskeller-zug-switzerland-5531453/ [Accessed: 21 June 2024].Sam (2022) Rum & Raisin Chocolate Truffles. Available: https://drizzleanddip.com/2022/05/16/rum-raisin-chocolate-truffles/ [Accessed: 21 June 2024].Sanderson, C. (2023) Amazing Vegan Chocolate Truffle Recipe (Easy No Roll!). Available: https://www.cookingwithcamilla.com/vegan-chocolate-truffles/ [Accessed: 21 June 2024].Yıldız, U. (2022) Vintage Aesthetic Fashion. Available: https://pixabay.com/photos/vintage-aesthetic-vintage-fashion-7131604/ [Accessed: 21 June 2024].

Google Forms Cover Photo
Adobe Photoshop (2024) Google Forms Cover PhotoChoc Truffle210624. Partially generated using Adobe Photoshop Generative AI [AI] Prompted by Jun Ying Lye. 25 JuneJune Lye (2024) Google Forms Cover PhotoChoc Truffle210624. Available at: https://stir-my.sharepoint.com/:i:/g/personal/jyl00008studentsstiracuk/EfhY-xqPZ55JsrKemv7VRHwB2pyRz4sYpXVqgusJ657mw?e=AYXP3e (Accessed: 21 July 2024).Website Icons Assets
Afif fudin (n.d.) Search free icon. Flaticon: Afif fudin. Available: https://www.flaticon.com/free-icon/search16343819?term=about+search&page=1&position=23&origin=search&relatedid=16343819 [Accessed: 15 July 2024].Andinur (n.d.) Video Editing free icon. Flaticon: andinur. Available: https://www.flaticon.com/free-icon/video-editing12776779?term=video+editing&page=2&position=82&origin=search&relatedid=12776779 [Accessed: 15 July 2024].Buandesign (n.d.) Information free icon. Flaticon: Buandesign. Available: https://www.flaticon.com/free-icon/information9367943?term=about&page=1&position=33&origin=tag&relatedid=9367943 [Accessed: 15 July 2024].Candy Design (n.d.) Camcorder icon | Freepik. Freepik: Candy Design. Available: https://www.freepik.com/icon/camcorder11365697#fromView=search&page=1&position=1&uuid=d925581f-79cf-4c2d-a29c-841aa9da1868 [Accessed: 15 July 2024].Cuputo (n.d.) Send free icon. Flaticon: Cuputo. Available: https://www.flaticon.com/free-icon/send3095606?term=contact&page=1&position=62&origin=search&relatedid=3095606 [Accessed: 15 July 2024].Edi Prast (n.d.) Decision free icon. Flaticon: Edi Prast. Available: https://www.flaticon.com/free-icon/decision9660209?term=decision+making&page=1&position=28&origin=search&relatedid=9660209 [Accessed: 15 July 2024].Freepik (n.d.) Development free icon. Flaticon: Freepik. Available: https://www.flaticon.com/free-icon/development2601712?term=development&page=1&position=84&origin=search&relatedid=2601712 [Accessed: 15 July 2024].Freepik (n.d.) End free icon. Flaticon: Freepik. Available: https://www.flaticon.com/free-icon/end5129632?term=end&page=1&position=1&origin=search&relatedid=5129632 [Accessed: 15 July 2024].Freepik (n.d.) Planning free icon. Flaticon: Freepik. Available: https://www.flaticon.com/free-icon/planning4187334?term=planning&page=1&position=50&origin=tag&relatedid=4187334 [Accessed: 15 July 2024].Ibrandify (n.d.) Research free icon. Flaticon: Ibrandify. Available: https://www.flaticon.com/free-icon/research2989542?term=research&page=1&position=8&origin=search&relatedid=2989542 [Accessed: 15 July 2024].Iconic Panda (n.d.) Idea icon | Freepik. Freepik: Iconic Panda. Available: https://www.freepik.com/icon/idea12769023#fromView=search&page=1&position=35&uuid=d2f09e04-21bd-4830-ae8e-71174e431161 [Accessed: 15 July 2024].Ilham Fitrotul Hayat (n.d.) Bookmark free icon. Flaticon: Ilham Fitrotul Hayat. Available: https://www.flaticon.com/free-icon/bookmark4202605?term=save&page=1&position=14&origin=style&relatedid=4202605 [Accessed: 15 July 2024].Ilham Fitrotul Hayat (n.d.) Video free icon. Flaticon: Ilham Fitrotul Hayat. Available: https://www.flaticon.com/free-icon/video2791441?term=video&page=1&position=15&origin=tag&related_id=2791441 [Accessed: 15 July 2024].

(Access to the following documents on the website requires a formal request.)Appendix 1 - Digital Artefacts (Simulated Ads)
• Horizontal Human Short Advert (Simulated)
• Horizontal Product Short Advert (Simulated)
• Vertical Human Short Advert (Simulated)
• Vertical Product Short Advert (Simulated)Appendix 2 - Behind The SceneAppendix 3 - Portfolio Media Sources
• Ad Logo
• Additional
• Artwork Files
• Background Music
• Footage
• Icon
• Mood Board
• Storyboard