1. PITCH PRESENTATION
SUBJECT : SUNDERLAND CULTURE
By Elliot Daroczy

2. OVERVIEW
 Task : Create a piece of media relative to regional
identity for Sunderland Culture, exploring the
question ‘does your creativity enhance or restrict
your creativity’
 Target Audience 16-25, encouraging them to
think about regional identity and creativity.
 Products : Documentary about content creation
Initial Ideas
Upon research, Sunderland culture is an organization aiming to showcase how the city of Sunderland is rich with
local values, in particular that of art, music, sport, history, media and performance.
My initial thoughts to get this across to my target audience was to start by introducing they area by narrating
over shots and talking about content creation in Sunderland. I want to show shots of famous places such as the
Stadium of Light, the wear bridge, the town etc. There is a lot of shots I could use since Sunderland have also
been involved in protests and marches which represent views of certain people within the city.

3. WHAT MY VIDEO COULD INCLUDE
Creativity within the area
My Ideas
One Focus
What is it like to be a content creation in
Sunderland.
Focus on one aspect of Sunderland’s
culture for example content creation.
In depth : It will encourage viewers
to think about whether or not
Sunderland is a good area for
content creation and whether or
not it enhances or restricts your
creativity. With this taking place in
the local area, it will give me a
chance to get footage for my
documentary. I also want to
integrate some of they areas
history into my creation. This will
co-inside well with Sunderland
culture.
Potential problems :
- There isn’t many content
creators in the local area, so it
might be hard to get
interviews
- I might not be able to get
certain shots due to certain
places being packed full of
people who don’t want to be
filmed.
- I will have to mute certain shots
due to copyrighted music.
In depth : I can show off the
content and creativity of the
city. I can really expand on this
and go into depth about
content creation and what
types of videos are made within
the local area. I can also use this
as a platform for people from
Sunderland to show their
creations and videos. I can
show the cities creativity in a
positive light and maybe
encourage people to be
creative.
Potential Problems : I will be
focusing on content
creation, so some people
might not be able to relate
since they might not create
content. Not to mention I
might need to include more
segments that are more
about they area, because
not everyone will be
interested in content
creation.
The Project brief audience said “encourage them to think about and express their identity” therefore I thought it was important to ask
whether or not people integrate their regional identity into the content they make. I want to know if regional identity is important to
them and whether or not they feel proud about where they come from. I want them to think about their heritage identity. Above I
have disclosed my ideas and intentions and I have a clear idea of what I want to do.

4. My video in more depth
Content creation in Sunderland
Showcasing content creators in
Sunderland and talking about what it’s
like to create content in the local area.
Talking about whether or not Sunderland
enhances or restricts your creativity.
Inclusion of photos and videos of
Sunderland as a city in order to set
the mood. I will do this by using
shots of Sunderland landmarks in
montages and voice over
segments.
Inclusion of interviews to learn
more about what it’s like to
create content in Sunderland. I
intend to find content creators
to interview. Interviews can be
filmed in college.
Segments where I talk about the local
area and what it’s like for me to create
content in the local area and whether
or not I enjoy it here. I will record these
segments on my own and might
display them in various different forms
such as voice overs, interviews and
direct 1 on 1s with the camera.
Showcasing the best and most
popular type of content in
Sunderland, and going into depth
about what type of content is
often made here.
Talking about the cities history in
order to educate people more on
they area and how it links to content
creation. This is because Sunderland
historically is a creative city
(Shipyards).

5. PROJECT TIMELINE
March
Week 2
March
Week 3
March
Week 4
March
Week 5/April
April
Week 1
April
Week 2
April
Week 3
April
Week 4
Record and edit the first
part of the video/The voice
over intro segment. This
will be included in the final
product. I intend to film
these voice lines in my
house.
Make sure I have a storyboard/list ready so I can
start shooting my outside segments.
Finish any filming that needs to be done, so
I can make my first draft of the project.
Produce and get feedback on my first
draft and finish any unfinished or
suggested filming.
Edit my final draft together. I will
edit my video segments as their
own separate videos then I will gel
them all together in order to create
my final product. I will create a
documentary about content
creation in Sunderland.
Finish my final product completely
and export. Upload to YouTube and
gain feedback on my final product.
Discuss filming processes
upload any behind the
scenes photos or videos
(post
production/production
diaries).
Evaluation of project/tidy up blog
ready for marketing.

6. SHOTS AND TRANSITIONS : IDEAS AND LOCATIONS
Camera pans through the city showing various different shots of areas within
Sunderland.
Shots like these show different areas you can visit
in Sunderland. This ties in well with Sunderland
culture because it shows the cities most famous
places. It shows different areas you can create
content at Sunderland, which ties into my
documentary. These shots help set the mood and
introduce people to the area.
I will make the transitions more aesthetically pleasing than just
straight cuts. I will use transitions such as slide, zoom, fade etc.
This makes the video more interesting to watch it also displays
a higher level of technical skill.
Possible Locations :
Empire cinema/theatre
Stadium of Light
Sunderland city centre
Key : Shows what goes on in Sunderland

7. AUDIENCE PROFILING

8. AUDIENCE
RESEARCH
 My product is aimed at young 16-24 year old content creators who are either located in Sunderland or have an
interest in the topic. I need to encourage my audience to think about the region and consider whether or not their
current location boosts or restricts their opportunities and creativity. Because the people I will be reaching out to or
either from or live in Sunderland, they will be able to engage with what I make. This could be thinking about places
to go in the region or even potentially giving me their input.
 The brief really encourages people to consider and think about their regional identity and how it effects their life. I
want to know whether they express their regional identity in their content, whether it be wearing the colours of their
local football team or even just embracing their accent and heritage. I also want to tap into their social grade.
 I feel as if people could really embrace their identity in their content whether it be visiting local landmarks such as
the Glass centre or even visiting historic landmarks like the Penshaw monument. I want to how the region impacts
the content people make and whether or the area is a positive or negative place to make content.
 The main areas I want to exploit are How do you feel about the area, What do you make and why do you make it,
How do you feel about Sunderland and does it restrict or enhance your creativity.
 Above you can see some screenshots of my google survey I sent to my target audience. As you can see I received
answers and feedback to my questions.

9. RESPONSE TO SETBACKS
 The generation I have to entertain is Gen Z. When it
comes to documentaries about culture Gen Z aren’t
always interested. By integrating content creation
into the documentary I will be able to reach a
younger audience. Forbes published an article about
the best way to reach generation. I believe by taking
their points into consideration I can make sure to
make the documentary as engaging to Gen Z as
possible.

10. MARKET
RESEARCH
Carl Bradbury – Mackem Slang
https://youtu.be/MwVYoA2NyAU
In this video Carl talks about the iconic Mackem accent more specifically Mackem slang. He proceeds to talk about iconic Mackem words such as Gadgie
and Ha'Way where he talks about what the meanings of the words, and how to say and use them properly. This video is very educational because it
educates outsiders about Sunderland Culture and the Mackem accent. Carl Bradbury is Sunderland's biggest creator with his YouTube channel having
340k subscribers (as of writing) and a total 33,815,389 video views (as of writing). This makes far and away Sunderland's biggest YouTuber with no one
else coming close. Carl can be used as an inspiration for young creators from Sunderland to keep pursuing their dream of becoming a successful content
creator, so therefore this ties into Sunderland Culture. This video is an example of a content creation in Sunderland.