Advertisement Video

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Before doing anything, I wanted to create a mind map in order to gain a general sense of direction when making my brief proposal. I thought about a few things like the purpose of my video, which is one of the most important things in my opinion. I really like the idea of attracting or inspiring viewers, as this is a great way to send a message across. I also thought about my practical skills and how they’ve developed over the recent units. I’ve become really familiar with editing video and creating motion graphics, so I really wanted to consider doing this in my project, as I think I could be quite effective in these areas. I’ve also always had an eye for graphical pieces and web, thus I chose to consider doing something along the lines of this for my project.

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The Brief


For my FMP I had to create my own brief, which gave me full control on how creative I wanted to be, and what type of thing I want to do. Although I may have always swayed ever so slightly to graphic design, I’ve always liked the way with filming, it’s always like a mini adventure. I really like going on location to shoot as I can create new, natural visuals that I can manipulate to my advantage every time. I really wanted to focus on the video side of things, so I’ve only set a small graphic task for myself, which will really allow me to put maximum effort into my video. I really wanted my project to be interesting so I took the abstract art movement into consideration, as I quite enjoy being abstract with my work, and it leave some things open for interpretation from the viewer.

Obviously I want my video to do the job I need it to, which is why i’ve gone down the route of researching into successful advertising campaigns and successful techniques used within.

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I booked a tutorial with Kathryn in order in order to make sure im on the right lines with my brief, and she had some really great points. I wasn’t sure how specific I had to be about future work, therefore took Kathryns advice and narrowed my audience down and broadened my research sources in order give myself a better understanding of my brief.

Although I had already created a basic time management plan on my brief, I wanted to go more in detail with a day by day plan so that I could precisely tell how far behind I could potentially be falling. If I don’t complete the task on a certain day, I will have to stay and make sure its completed until I can move on to the next section.

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Primary Research


Mind maps are a great way to fuel research as well as ideas, which is why I decided to create one based around my brief. I considered  range of different aspects to do with my project to get a more in depth perspective of each one:

  • topics
  • research
  • techniques
  • mediums
  • audience
  • companies/products
  • equipment

FMP Mindmap

Coming up with a topic or product to advertise is one of my priorities, as this will really help me define my audience within the project. I really want to excel with one target audience instead of targeting a wide range of audiences in this project, so this is crucial.

I already knew that a TV ad was going to be my main composition, so I decided to focus on this on my mind map and research more into the different advertisement techniques used in them. I found this website that listed the 12 different TV ad techniques and it really helped me out with understanding the different techniques used, as well as some examples of research I could use to gain some further influence, which I plan to look at in the future.

This is a great mind map, it’s good that you went in depth when it came to the mediums you could use, as this is important for your type of project. -Jordan

I went into Strand street and took pictures of advertisements around the street in order to get a feel for what kind of things actually draws customers in, and how I could relate them to my project.

IMG_1253This advertisement caught my eye outside of Starbucks due to the rich colours used, intending to draw the customers eye and wet their tastebuds. The wood carved typography compliments the background really well in my opinion, an obvious use of things like layer masks and adjustments could really help me if I wanted to gain the same effect. The white coffee cup contrasts really well with the hazel background and the graphics, drawing the viewers eye instantly to the centre of the composition, which contains the nice graphics popping out behind the coffee cup. The ‘pumpkin spice’ is a well known favourite in america, which links in with the brand of Starbucks originating from there. The ‘One of a kind’ type at the bottom communicates to the viewer that this particular latte is Starbucks branded, or perhaps their specialty.

IMG_1272Vibrant colours are also a great way to make an advertisement stand out, and this is a perfect example of this practise being carried out. ‘Rediscover Your Favourite’ is, in my opinion, an attempt to get the public to try something new, and pretty much saying they might like what they haven’t tried. I went in and asked which of the three was the most popular, and surprise surprise, Cookies & Cream Freezer was the crow favourite. This must be why it’s placed at the front, almost as a podium for coffees. This is a great way for them to advertise their best sellers.

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Secondary Research


http://idfive.com/12-types-of-tv-ads-and-8-types-of-web-banners/

Demo example

iPad Pro – What’s a Computer?

A demo ad, nothing interesting really. These kind of advertisements have the sole purpose of showcasing the product itself, and showing off its most attractive features. This doesnt leave a lot of room for creativity and aesthetics in my videos so I dont think this would be one of my preferred techniques when making my video.

Creating a Need/Problem

Cingular ads

This is a perfect example of creating a problem, as the subject is scalded for texting too much and exceeding her contract terms. Surprise surprise, Cingular is there to save the day with their unlimited text plan. This creates room for comedy and allows for a short video so creating a problem could be a good way to sell a particular product. I’m not a fan of the cringe-filled visuals and script that comes with it, however the effortless comedy is something to keep an eye out for in future research.

Symbol, Analogy, Exaggeration – Product solves problem

Therfalu Christmas Ad

Another technique thats good for drawing in customers is sampled above where it shows a woman obviously in despair outside whilst her kids are playing, as she is transparent, almost looking like a ghost, regains her health/colour when she drinks said product. This particular advertisement is a great seasonal piece as theres always a bug or something going around at christmas. This would be a great way for me to show my audience what kind of benefits a product could have, ending in them most likely remembering the product/ad.

Exemplary Story

Volkswagen – Like

One of those typical car ads where two people are having a conversation in a car and boom – out of nowhere they crash, and, because of the cars outstanding safety standards they come out un-scathed. This shows the viewer that they’ll be safe in the car, and as there’s such a high rate of deaths due to car. this may entice the viewer even more.

Benefit causes Story

The Axe effect

The ad may not be in English, but I still got the gist of it. The subject uses the showcased deodorant, and an attractive woman that walks into the store he works and is instantly attracted to him, showing that the deodorant has more benefits than just smelling good.

Ongoing Characters

Michelin Man

A character most are familiar with, Michelin Man. Using this technique familiarises the viewer with the brand and gives them a sense of comfort and knowledge every time a Michelin ad comes on. Bigger companies can do this easier by just using a celebrity to show their brand off, which is called sponsoring. This is something I wouldn’t be able to do as surprise surprise I dont know any celebrities, however maybe I could emulate the same effect with professionalism in my work.

Associated User Imagery

Nike: Unlimited Forever

Nike are well known for their sporting goods and sporting profile, and this ad appeals to audiences for that very thing. ‘Unlimited Together’ relates to the cinematography in the composition as it showcases visuals of teams being stronger together, this shows that a successful ad should relate visuals to their titles. The black and white visuals have been altered to make shadows stand out more and draw the viewers eye towards a specific part of the composition. I really like the idea of using a projector on buildings and other surfaces to give a really nice effect that you’d never be able to remake, which is something that really catches my eye.

This type of advertisement seems really suitable for the kind of thing i’m doing, as it targets a specific audience, and would allow for more creative techniques due to the nature and form of the visuals.

Parody/Borrowed format

This has become a more popular advertisement technique in recent years. Due to pop culture references becoming a part of everyones common tongue. A lot of recent ads have been parodies of TV Shows, Movies, and even other ads. At the worst, this kind of ad can be seen as a lazy way to stir up a little bit of comedy. However, done well, this kind of advertisement can make for a successful and memorable ad, fit for drawing viewers in. This composition plays on the endless growth of reality TV, and was actually done really smartly,

 

Questionnaire


In order to gain further incite into what people generally look for with advertisement videos, I have decided to create a survey to get feedback from peers and random people.

I asked some simple questions to start off with, to get some information on the type of people that i’m asking questions to. This will show whether the answers are actually accurate, because as shown some people hardly ever watch these types of videos, and they would be the hardest to invest.

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I wasn’t exactly surprised by the results, given that I was asking a lot of people around the same age with me, and some with similar interests. My most divisive question was definitely the one asking about techniques, where I allowed viewers to answer more than ones. Although there are loads of answers, this tells me the type of techniques I should be adding to my piece, and as I’m doing an abstract piece, it wouldn’t be the worst idea in the world to add more than one. My results have given me more of an insight into what my target audience like, and what visually pleases them. Over all i’m really pleased with my results, even if there was one joker on the sheet.

Further Research


Android: Friends Furever

This advertisement video is a compilation of clips put together to create a piece fit to make you smirk. It shows animals of different species interacting and having fun, in a way defying the laws of nature. This makes for a really successful advertisement campaign as everyone thinks animals are cute and are attracted to these types of videos. The only typography in the video is short and to the point at the end of the video; ‘be together. not the same.’ This is a really great message for them to use in order to attract viewers as many people can relate to this in an emotional way. This was one of the most shared video ads of 2015, which is a giveaway that it works. Using cute animals in my piece would be a great way to get viewers attention as they are well known popular internet videos, however animals can be unpredictable so tat would also be a factor I’d have to think about. I could categorise this ad as associated user imagery towards people that love animals, or that love watching funny videos of animals online. It’s a really attracted ad because of the smooth melody and the lack gives an abstract feel, although the clips aren’t abstract themselves. Using a lack of narrative could really help me be abstract with my project, combined with great visuals of course.

Reebok: 25,915 Days

Reebok released this advertisement in order to try and get its audience more motivated to get fit, with the message that the average human only lives for 25, 915 days. The video is full of clips of a female subject running. This could create a sense of urgency for the viewer and using human subjects is a great way to connect with the an audience.

Adidas Originals: Original is never finished

This is an example of an advertisement that uses exquisite visuals and vibrant colours to create unique visuals. The video also focuses on shadows to create a dark feel that actually entices the viewer more emotionally into the video. By using multiple models and actors, adidas grasps the opportunity to show off some upcoming products, which I think is done really well with the aesthetics of the video.

I feel that this video is about originality, and not conforming to what everyone else does. It contains a wide range of vibrant as well as deep colours, for example I think the bright purple LED in a dark gloomy room worked really well. The human shape is showcased a lot, possibly to show off their unique clothing styles and/or to relate to the audience directly.

This piece was created for adidas, conveying their contemporary styles, representing that adidas keeps up with running trends, or possibly even creating them. Although the medium of the video isn’t something i’d particularly be interesting in doing, I think the way they have conveyed the message, inspiring others a really great way to convey your message, which is something I could definitely integrate into my project.

Adidas – Break Free (Student Video)

Believe it or not Adidas actually didn’t use this video after the student that created it offered it to them to use as advertisement, which in my opinion is a bad idea. It connects with viewers on an emotional level, showing an elderly man trying to ‘break free’ from a retirement home in his old adidas shoes, inspiring others around him. Using an emotional theme can be a great way to mesmerise viewers into your video.

Creating New Speed: Adidas

Adidas launched the ‘Creating New Speed’ showcasing Florida’s star athletes, sprinting through a burning sugar can field chasing rabbits. This idea made for some great visuals for example the burning field in the background sets the tone to try and run faster, as the athletes are actually shown running towards the fire, defying all odds to catch this cute little rabbit.

http://pigeonsandplanes.com/news/2016/07/denzel-curry-ultimate-adidas-commercial

Introducing Microsoft Surface Studio

In this 2 minute ad, Microsoft aim to spread word of their new, sleek Surface Studio. New technology like this, these days, is expected to be smooth and slim anywhere it can be. The creator of the ad followed this feature of their design by adding a relaxing song, and visuals of the many different parts of the computer coming together, as well as the product itself in use. This makes the ad work really well for this kind of thing as viewers know what they’re getting before they have to actually go looking for one, which makes it all the more desirable.

Red Bull – Zebra

One of those 30 second ads with a funny meaning at the end, to make the viewer giggle and remember Red Bull’s style of advertisement, which is typically a standard stop motion cartoon, showing how useful Red Bull can be.

 


Ideas

Subject/Service

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In order to decide what the subject of my campaign would be about, I went back to my initial mind map and chose 3 topics to into further detail with:

  • Sports
  • Gaming
  • Drug Abuse

Gaming

Fallout 4

Released in November 2015, Fallout 4 was one of the most anticipated games of the year. I know personally. Bethesda launched an 8 month advertisement campaign, releasing things from trailers to stuffed toys to try and attract audiences all over the world.

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The advertisement campaign was launched in June, via social media. This blew up the gaming community due to the constant debate of whether there would be a new fallout.

Set in an apocalyptic world, Fallout follows the barren wasteland theme and often follows the recurring character theme in order for their audiences to be able to recognise and remember the game easier.

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This particular poster caught my eye due to the authentic, retro vibe it gives off. The recurring character theme pops up again here as the poster showcases the famous ‘Vault Boy’, appealing to fans around the world. The colour blue represents strength and wisdom, which is what I think the designer is trying to get across here. A nice texture is used to give off a sort of gritty feel, which I feel works well with the subject of the game itself.

To get a better idea if I wanted to advertise a gaming medium or not, I decided to pick a game and create a story board based around it in order to get a feeling for the idea production of this topic. I picked the game ‘Playerunknown’s BATTLEGROUNDS’ as it’s an early access game that was only recently released, therefore its fresh with inspiration and ideas. I also play it a lot. IMG_2234

I was pretty happy with the outcome of my initial story board, featuring items from the game as well as some classy cinematics. I felt it was important to capture the intensity of the game as thats what a lot of people look for when it comes to purchasing video games, which I feel I done well. I also decided to feature the PlayerUnknown font, as it’s important to recognise brand identity where it’s needed, to gain a memorable composition, which is important in advertisement.

Although doing a gaming campaign would interest me personally and would generally be fun to do, I think there are too many limiting factors within this subject for me to do it. Specific games have age limits, which would target limit my target audience massively. As well as this, coming up with a message or meaning for a gaming ad that hasn’t already been done could be really difficult. Relating back my game design project in year 1, something like this would probably involve a lot of animation, which I’ve never been a big fan of, and on top of that, some animation can take weeks to complete therefore my time scale probably wouldn’t be flexible enough for it.

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Drug Abuse

Montana Meth Project

This advertisement campaign was ran in order to appeal to meth abusers, and send the message that meth alters the human state of mind and causes us to act in scary, immoral and dangerous ways.

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I went onto the Advertisement section of the Montana Meth Project website to have a look at what kind of work they do. Obviously they have a website, that consists of dark colours and gritty textures, which relates to the feeling of some of their other work. Their advertisement campaign consists of TV ads and documentaries, Graphic Prints, and Radio clippings.

Instantly, I noticed the link between the Graphic prints and the website, as they both give off the same mood and emotions. Notice how in all 3 of the prints, a subject is laying down? Humans only really lay down to rest, and its obvious thats not happening. This is showing that with meth, someone always ends u getting hurt. All of the type is emotionally hard hitting, trying to attract the viewers and connect with them on another level. The typography is bold and white, managing to stand out from the gritty photography in the background.

I had a look at a few of the shorter advertisement videos and they all had a few similarities. The videos were in the point of view of the narrator, who seems to speak sarcastically. In the video above, the subject explains that her friends look out for her and car for her, as they drag her out of the car at the hospital and speed off. The sense of irony intrigues the viewers and helps them remember the ad. In my opinion, the campaign succeeds in shocking their audience by highlighting the disturbing and erratic behaviour of meth users.

https://k2zombiedc.com/

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I was looking online and found a number of advertisements showing the dangers of synthetic marijuana that caught my eye. ‘k2zombiedc’ is an organisation that targets the use of k2. I’m a huge fan of all things zombie, which is why I thought it’d be a good idea to sketch up a quick storyboard to see where my mind could go with this topic.

drugs storyboard

Doing a drug topic could be really interesting and informing, I don’t think it could be a conclusive idea for my project. As I want to be abstract with my project, I don’t see drug abuse allowing room for much creativity, as this can become a serious topic and it may not rub off on people the correct way. I’ve recently done an infographics project, which could come in handy when researching for facts however I found that having to find exact facts and figures can sometimes limit creativity, which isn’t an option for this project.

Sports

Adidas

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Adidas have launched a number or really attractive and inspiring advertisement campaigns, all of which contain a message and have great contemporary visuals. Instead of blatantly advertising products, Adidas tend to create unique abstract videos and prints, with subliminal messages often inspiring viewers to get out and do more.

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adidas-superstar-rita

http://theinspirationroom.com/daily/2015/adidas-originalsuperstar-on-fame-stereotypes/

I really love the way adidas portray their in their advertisements, and how they pull in their audience by using User Associated Imagery. This is a really powerful way to target a specific audience, by connecting their brand/products to a certain demographic. Doing something like this would be a great way for me to figure out my target audience as i’d be able to create visuals based on a specific medium.

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http://www.adidas-group.com/en/group/history/

 

Creating Clutch

‘Creating Clutch’ appeals to basketball players as it shows a subject dribble through a small crowded street pretty smoothly, dodging anything that comes in his way. When he reaches his marker some nice bold white type pops up to interact with the viewer and give them something to talk about.

The fast cuts and transitions really help set the speed of the subject, showing his dribbling a basket ball through a really crowded street. Speaking of speed, some of the clips are in slow motion which could be to actually showcase the skill that the subject is putting on display. The 30 second video contains a lot of low angle shots, making the subject look empowered and strong. This could be to possibly woo the audience into looking at the subject as a point of aspiration.

Both diegetic and non diegetic sound is used to set the mundane feel, however I think a better use of music itself could be implemented into this composition to grab more attention.

Overall I think the video worked really well, showing that if you can do something, you can do it anywhere. This has proved to be an inspiring video, and I can take quite a few points from this to implement into my own piece.

 

Adidas is all in – 120 edition

This ad really caught my eye. It features a range of different sports as well as abstract visuals to go along with them. The adidas logo is used a lot, making it obvious it’s an advertisement. I really like how lighting and form movement is used to build up the tension in the video, until an ultimate climax comes a long, which has been synced up with the audio. Although really aesthetically pleasing, I think the video contains a lot of un necessary shots, like the one with the guy holding a flamethrower. It doesn’t exactly have a direct reference to anything.

In my opinion the music is too corny, the electronic feel gives off too much of a manmade feel for me, however this may be what adidas are trying to get across. Not much diegetic sound is used, other than for example the crowd cheering or someone hitting someone else. I think this has been done really well, keeping it mostly non diegetic sound, whilst still including some diegetic.

Showcasing the different sports helps adidas appeal to a wider range of audience and include more and more visuals. I’d love to do something like this as it gives me an opportunity to be more abstract with my cinematography by using exciting visuals and music.

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I was more excited to do this storyboard as I feel I can be more abstract with this topic compared to the others, which is the style I want to follow for this project. Using dramatic visuals and colourings, i’d look to capture the essence of effort and send an inspiring message to my viewers.

Adidas and Nike seem to be really successful in influencing their viewers through inspiring and interesting advertisements. After researching throughout the project, sports seems to give a certain creative leniancy in the ways of aesthetics. It allows the creator to manipulate shapes and negative space to their advantage. There’s also a huge list of sports, as well as lesser known sports that need a little support and recognition.

After researching into three different possibilities and campaigns surrounding them, it’s obvious that focusing on sports and using it to inspire others would be the best option for me. Doing sports allows me to be abstract with my footage and transitions, which is something i’m looking to do in this piece. It would also allow me to target a wider range of audiences as it doesn’t limit things like emotion and scrutiny as much as a topic like drug abuse does.

Knowing I wanted to use sports as a campaign topic, I wanted to start planning out my final piece; the outcomes, equipment I could use, software etc. However, the real reason for this was because I wanted to understand the purpose of my video. I thought back to the research I had previously done on adidas and sports, and knew that I wanted to inspire my audience. Inspiring people is a great way to get them to engage with you more often, they start to looks up to you, following your trends. This, in my opinion would be a great advertisement technique.

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Now that I knew I wanted to inspire people, I just had to grasp the actual message I wanted to send. There’s this youtuber called Alex, who vlogs daily, that I used to watch. He was always doing things to improve his own life, and ended up inspiring others with the message ‘work hard anywhere’. People started to follow his trends, and now he gets recognised on the street, his clothes get purchased etc. etc.

https://www.youtube.com/user/Velosostar

The point of this is, ‘work hard anywhere’ is a great message to send out to people, and I think this could actually link in really well when doing a sporting topic, showing audiences that they don’t always have to stay within the guidelines of their mundane lives. This also allows me to continue with my abstract movement, being able to manipulate footage and sound into creating nice aesthetics.

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I booked a tutorial with Collette so that I had the opportunity to go back and make sure that I was hitting all the right points with my research. Some really good points were made, and needless to say I had a bit of work to do. I tried to go a lot more in depth with some of the videos that inspired me more than others with what she told me to do.

Mediums, Techniques & Styles

The core aesthetics of any composition could be seen as one of the one of the most important factors of whether or not it’s going to work in the way the designer wanted it to or not. Knowing this, I took the different mediums that I had looked at in my project proposal, and went more into depth with them.

Animation

Using an animation element in my project could be the ultimate difference in whether or not it ‘pops’ or not, as many people love watching animated cartoons, it can attract a wider range of audiences, while at the same time, Animation has it’s downfalls.

“Over the last twelve months we’ve seen a 40% increase in businesses using animation.”   http://threemotion.co.uk/5-reasons-to-use-animation

By this quote, I can see that animation being used in business worlds has had almost a 50% increase in the last year, meaning it’s a rising trend that viewers are getting more and more enticed into. The website also listed a few pros for me to consider:

  • Grabs attention
  • Keeps audiences engaged
  • Conveys message quickly and concisely
  • Helps gain an understanding
  • Makes a lasting impression

Unfortunately the website didn’t list any cons that animation holds, so I decided to make a list of my own:

  • Very time consuming
  • Hard to take seriously
  • Difficult to correct mistakes

http://inspirationfeed.com/articles/business/6-reasons-to-use-animation-as-advertising/

This really simple, but effective Advertisement offers smooth Motion Graphics and nice little foley sounds to make it an overall nice composition. It reminds me a little of a demo advertisement, only because of the simplicity and contemporary feel to it.

The intro of this piece is what really what caught my eye. It uses different layers and motion graphics in order to create more of an impact on the audience straight off the bat. I’d love to do something like this as it would be pretty simple to do, and wouldn’t effect my time plan as much as a full animation piece would.

I decided to have a go at making my own abstract inspired Adidas intro/outro. To me, colours and movement are an essential part of making something abstract, movement especially due to the fact that my video is based around sports, which is primarily linked with movement. Adidas is a very contemporary company as they constantly keep up with changing trends and such, so I knew using things like negative space would be important in this piece.

Overall I was happy with my first attempt, due to the smooth movement of the logo and colours, creating the glitchy effect that I was going for. This was inspired from personal experience, as whenever I watch a composition containing a sort of glitch effect, I get a feeling of uncertainty, which is a useful emotion to play with making an abstract piece.

The first effect shown was actually achieved by using a Displacement matte combined with a fractal noise effect. This was really helpful as all I had to do was change a few types, as well as use keyframes and changing the value of things like the hight and width as expressions.

Screen Shot 2017-05-04 at 01.28.59By using more displacement mattes and alternating colours and aesthetics, I tweaked the ending to this composition as I felt that it didn’t give off enough of an impact before. After I rethought my design I think I pulled it off well, and I think this would actually work really well in an abstract piece.

 

I really like the RGB colour split and the glitch effects used, however sometimes using a static scale instead of a zoom can be more interesting. -Michael

I decided to have a go at making another piece of motion graphics using the adidas logo, this time however I wanted to emphasise the ‘entrance’ of the visuals, so I split up each segment of the logo and using a layer mask, I had each smoothly roll into the comp. I do like this idea however if I were to use it in my final piece, I would have to make the pieces rolling in come in at a much higher pace, to please the eye rather than bore it.

Although this is a really nice piece I just don’t think it would fit in well with what i’m trying to do. I’d either need to have my logo being really abstract or just leave it, as I think anything else could have the potential to ruin the mood of the final video.

Datamoshing

Music is a huge influence in my life, and as a producer myself I always find myself spending hours watching music videos; and listen out world, music videos are the best source of effects and transitions. ‘Yamborghini High’ takes into account the art of actually corrupting a file in order to create aesthetics, sampled in the transitions above. They also use the manipulation of hue to create a wide variety of colours springing in and out of the video, overflowing the audience with beautiful imagery and colours.

I found a tutorial on youtube about datamoshing and it didn’t look relatively hard, so I decided to have a go myself to see what would happen. I took some footage from my music video and had a go.

In plain English, datamoshing is an umbrella term for an array of cool effects you get by glitching, altering, or otherwise breaking the fundamental structure of video files’ data. We datamosh because we can, and because it looks really cool. And you can, too! In this tutorial, I’ll go over in detail a couple different ways to datamosh a video to achieve different effects. -Way Spur Chenn

http://forum.glitchet.com/t/tutorial-make-video-glitch-art-how-to-datamosh-in-plain-english/36

Although the music got messed up from the actual break down of the code, i’m actually really pleased with how this turned out. In some parts of the footage, it’s hard to see because of the nature and darkness of the clip. I think this would be great to use as an abstract transition in my final piece as it’s something different, something that people don’t usually see in advertisement videos, making it unique. There are a few things i’ve learnt from this experimentation which will help when I come to do it for my final piece:

  • Edit only the video inside of the editor
  • Use clips with a higher exposure in order to see more

I had a tutorial with Charlotte about some of the ideas, concepts and messages that I had proposed and we were both really excited to see how things would turn out, so she listed some pointers for me, on things I need to do better in as well as things I need to actually do.

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Colour Theory

Color-Therapy-Color-Wheel

Colour is one of the most important things when it comes to attracting audiences. I looked up the meanings of different colours so that I knew what kinda of colours and combinations I could use going in my piece. This is a really great colours wheel labelling the different colours and what kinda of mood they can give off. I really like that orange has a variety of inspiring moods like creativity, productivity and optimism. This is great to know, by using warmer colours I could create a more inspiring atmosphere for the viewer.

I wanted to learn more about what combinations I could use and whether using only one colour scheme would be better, so I research further:

https://designschool.canva.com/color-theory/

1) Monochromatic: various shades, tones, or tints of one color; for instance, a range of blues varying from light to dark; this type of scheme is more subtle and conservative

2) Analogous: hues that are side by side on the color wheel; this type of scheme is versatile and easy to apply to design projects

3) Complementary: opposites on the color wheel, such as red/green or blue/orange; complementary colors are high-contrast and high-intensity, but can be difficult to apply in a balanced, harmonious way (especially in their purest form, when they can easily clash in a design)

4) Split-Complementary: any color on the color wheel plus the two that flank its complement; this scheme still has strong visual contrast, but is less jarring than a complementary color combination

5) Triadic: any three colors that are evenly spaced on the color wheel

6) Tetradic/Double-Complementary: two complementary pairs; this scheme is very eye-catching, but may be even harder to apply than one pair of complementary colors, since more colors are more difficult to balance.

After researching into the different colour schemes and how they work, and what mood they give off, using complimentary looks to be a great way to be abstract with colours, and if pulled off correctly very eye pleasing. The double-complementary scheme seems to offer more stable abstract opportunities, allowing me to be more abstract, however, too many unbalance colours may be displeasing. then again it is abstract..

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An example of an advertisement that uses the complementary colour scheme, this one uses colours on the opposite ends of the colour wheel, orange and blue. The blue could be to relate to the coolness of the drink, or quenching ones thirst. The orange could relate to this, as the sun is warm and people like to cool off with a cold drink when it’s hot. There’s no type informing the viewer of the flavour however due to the colouring of the bottle and can we could assume its orange, this also links in with the warmer colours.

Camera Angles

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Considering camera angles are going to be really important when it comes to making my ideas and shot lists, I thought it would be good to research into a few. I really think things like mid shots and close ups are going to come in really handy when capturing speed, and over the shoulder shots when I need to create a more dramatic shot.

Composition

Compositional theory is seen as one of the most important things when it comes to any aspect of design, and this is something I need to consider when making the outcome for my video. If composition isn’t used correctly the viewers eye doesn’t get drawn to the correct places, however I could use this to my advantage when thinking about how to be abstract with my project. I need the visuals in my video to pop, and grab the viewers attention so that they are more invested into the piece.

Rule of thirds is a great way to draw the viewers eye to a specific subject. It’s one of the most simple and well known rules of composition, as it’s constantly used by producers to make their pieces more visually pleasing. This helps shapes and lines stand out and look more aesthetically pleasing to the viewer, which could come in handy in my video when sending my message through motion with shape.

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“The intersections of the lines are points of interest, where important objects are often placed. These points of interest are comfortable to the eye, thus the middle portion of the frame are kept “empty” or clear.” –Elements of Cinema

Repetition can be used in interesting and unique ways to have a larger impact on viewers. It can be really visually pleasing to see mediums in such a uniformed way, which is why this can be really useful when trying to attract the viewers eye.

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Repetition often occurs naturally, which stimulates visual excitement amongst audiences. What might be interesting if one were to break a pattern, and have two patterns in one composition. This rule might come in really handy with my video when trying to create visually pleasing sequences to invest the viewer into my piece.

I had a look researching into repetition and different ways I could use it, and found this useful site informing me how to apply repetition correctly. Some of it was mainly for graphic design, so I only took what was relevant to my project.

http://www.edgee.net/the-principles-of-graphic-design-how-to-use-repetition-effectively/

How to apply Repetition

  • Patterns, lines and colours. Limit the different number of patterns, line weights/styles and colours used within a design and repeat throughout. For example, if you use several lines in a layout, keep the weight and style consistent.
  • Images and Graphics. Try and keep the style of images and graphics the same. For example, use photos shot by the one photographer to help with consistency. Or, if you have applied a certain filter to an image, apply it to all of them.
  • Grid system. A grid system can help develop consistency across a design with several pages, such as a book or magazine.
  • Mixed collateral. If designing a number of items for the one event or business, they should all share a common look. For example, if designing a business card, letterhead and brochure for the one company, you should share design elements between each.

Symmetry can make an image or sequence look really classy and balanced if done well. Symmetry is when an arrangement of elements are arranged in the same way on either side of an axis. Although symmetry can make something feel balanced, it can also get very boring very quickly. As my video has a time limit of 60 seconds I need to pick my techniques really carefully, and as I have a specific message to send out this may not be best for piece. Symmetry is also really difficult to achieve in cinematography, especially when doing sports.

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I found this piece of art online, and it caught my eye out of a number of other due to the break in symmetry. Although plain symmetry may be boring, creating a break in the rule could make for an interesting abstract prospect, something that I could incorporate into my video with more planning.

Space is a really simple and useful way to sway the composition and make the audience change their views on whats going on. You could have a really open and free shot in the country side, making the viewer feel free, or a shot in a cardboard box, making the viewer feel trapped. I could really use this to my advantage when I want to be abstract in my piece, as I could convey different emotions to my audience with using something as simple as space.

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Space can be used to both separate and connect elements in a design. Wider spaces separate elements from each other and narrower spaces connect elements to reveal relationships between them. Overlapping elements maximizes their relationship.-vanseodesign

Even & Odd expresses the rule of having an odd number of subjects in a piece to create a natural balanced feel. Whereas having an even number of subjects can create a tense and unbalance feel.

Human eye tends to wander to the center of a group. With even number of objects, eye will end up at the negative space in center.

The rule becomes important when trying to achieve a visually pleasing composition of several objects. A common form of usage is having three objects in frame, they always form either a line or a triangle, both are considered pleasurable shapes. -Stack Exchange

https://photo.stackexchange.com/questions/11475/what-is-the-rule-of-odds

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Horror movie directors seem to follow this rule by always including those creepy little twins, to make the audience feel uncomfortable.

Initial Story Boards

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This story board follows the idea of showcasing loads of sports, literally just stacking loads of cool sports, that I could create great aesthetics with. This video might look nice if I do it, but I dont think it would do well in the purpose i’m trying to serve. My favourite scene from this would be when the baseball player (in the woods) throws the baseball and an archer, out of nowhere hits it into a tree. I think I like it because it’s so surreal, however this idea doesn’t go along with my planning. I feel like this idea would also take up a fair bit of time as it would need a lot of editing, as well as varying locations.

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This storyboard follows more of weird narrative, in which 4 subjects are playing volleyball on a roof (a flat one).  One of the subjects pointlessly puts in a load of effort into saving the ball, which his opponent put out. The opponents are confused, and ask why.. The subject responds with the message, ‘work hard anywhere’

The further I got with this idea, the more I realised that it wasn’t going to be as interesting as something like including multiple sports. The camera angles would be very basic, and I would keep having to come back to the same one. It’s also a little corny for my taste.

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This idea mixes extreme/indie sports with normal sports, which would give me a great opportunity to be creative with colours as well as repetition in my piece. Using multiple sports would be great for using different locations, but I would have to pick my sports to know exactly what I was doing, and what kind of shots I wanted.

I feel that I would be able to get my message across to the audience better using an idea like this, as they would be able to relate well to it. Compared to the others, this idea would allow more room for creativity as it involves more sports and abstract shapes. On top of that, this idea allows me to refine my target audience greatly.

I think you were correct to choose this idea to take forward in your project as it allows you to get your message across using the techniques that you want to, which I think would work well. -Ed

Even after speaking with Charlotte, she supported my decision and gave me helpful tips that will be crucial if i’m going to be abstract with my work, like planning my shots by making a shot list.

After rattling my ideas around and getting feedback from different people I decided to go with the last idea. The other concepts seemed to forced, corny or cluttered. I really think my music video project helped me when it came to producing storyboards and picking ideas.

I had another tutorial with Charlotte a week later than my last one to see how things were going in my project. I was almost ready to film, having sussed out a few techniques and shots to use in my video. We identified that all I have to do at this point is create a final, developed story board, so that I knew exactly the type of shots that I wanted.

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Equipment I could Use

Canon 600D

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Pros

  • 18-megapixel sensor, the same as in the 60D and the 7D
  • Records full HD video at various frame rates
  • Vari-angle 1,040K dot swivel screen is great for shooting in awkward positions
  • USB and mini-HDMI output
  • Compact form factor that doesn’t feel cramped
  • Excellent dynamic range for shooting in harsh lighting conditions
  • Nice in-camera effects that can be applied to any photo

Cons

  • Video limit of 29 minutes and 59 seconds
  • Significant noise in video in low light conditions
  • Noise is prominent in photos shot at ISO 1600 and above
  • No weather sealing
  • Autofocus is unable to perform in lowlight

XA20

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Pros

  • Better low light performance
  • 1080/60p recording for slow motion playback
  • Simultaneous 1080 AVCHD and MP4 recording @17Mbps
  • x20 optical zoom range (28-560mm equivalent)
  • Excellent optical image stabilisation
  • Improved electronic stabilisation
  • All in/out terminals relocated all together on right camera side
  • New rocker +- zoom (could have better touch sensibility)
  • EVF moves up to 45 degrees
  • Wifi for remote shooting and monitoring
  • Added joystick control for menu navigating and select with right thumb, nice for use when hand shooting

Cons

  • Odd placed custom button for exposure knob compensation
  • Awkward many menu changes needed to use slow motion if using AVCHD and Dual Recording or Relay and back
  • No internal storage
  • No Dual Recording when using cinema mode
  • Newly designed  Lens Hood (with Lens Barrier) prone to fall off.

DJI Osmo+

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Pros

  • Excellent stabilisation
  • Great value for the price
  • Easy-to-use
  • Compact size
  • Less wide angle distortion
  • Reliable Wi-Fi connection.

Cons

  • Short Battery life
  • Not weather sealed

Canon 5D Mark III

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Pros

  • 22 Megapixel resolution
  • 1080p Video recording
  • High ISO performance
  • Good handling

Cons

  • No built in flash
  • Slow focus in video mode

Many of the camera’s I looked at would be suitable for my project, however I’m really swayed toward the Canon 5D. I’d love to use the Osmo again, it really helped pull my music video off, however i’ve already used it, and I always love using new equipment. As well as this, DSLRs are currently the best way to film. This is great, because if I need to take photographs too, the option is there.

http://www.techspot.com/products/cameras/canon-eos-5d-mark-3.83970/

Storyboard Development

I couldnt develop my storyboard any further until I knew the specific sports I wanted to use in my video. A lot of my close friends have unique sports that they can/can’t/were willing to do, which I listed out.

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Because my video is only going to be a minute long, I had to pick what sports I wanted to use wisely. I can only include a certain few; so I had to think about who would be the most available for filming, and who would actually do it. After I had picked what sports I wanted to include (BMX, Skateboarding, Golfing and Gymnastics), I put them into my developed storyboard.

Before I went any further, I wanted to make sure I had a fully developed story board, ready to go. I had to span it out over two storyboards in order to fit all the scenes on.

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My video will start with an establishing shot, followed by using some cutaways, I aim to build tension with the viewer until a crucial point in the video. I will of course showcase certain mediums, however my ‘abstracticity’ will be kept on hold until later on in the video, or, the climax.

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I wanted to use a build up technique to invest the viewer. I thought this would be best done by shocking them when they are most vulnerable. I was thinking I could do this by making the viewer think the video gets cut short, and BAM the climax hits, the music amplifies. This would surely emotionally invest my viewer, which is what I look to do when inspiring and getting my message across to them.

Mid Point Evaluation

Halfway through my eight week project, for the most part i’m satisfied. I’ve kept my workflow up to standard in order to stop myself from going in the wrong direction. At this point i’m almost ready to film my final piece, I just need to do more development and experimentation.

I feel that my blog work has been up to standard, thoroughly researching the different mediums within TV advertisement, as well as looking into specific directors to get more of an insight into techniques and styles used in the industry. I’ve been continuously incorporating my research into planning, as well as keeping general research up throughout. I feel a lot more prepared for this project than I did in others like the music video, as in this project I plan on making a full shot list, instead of a makeshift one.

Some of my weak points so far is primary research. My secondary outweighs primary a lot and I know that, however it can be hard to find primary research when i’m working with a medium like a TV ad. At point’s I’ve fallen a couple of days behind my time management plan, however I always make sure I make up for it in my own time, always going back to check if i’ve missed something.

Audience

Before actually designing my project, coming up with an specific audience is vital in order for my campaign to be successful. It’s 10x harder to make 1,000 people happy than it is to make 500.

Using demographics like age, gender and occupation to define or categorise an audience doesn’t always give the best results as many people don’t fit in the traditional categories.

Demographic and Psychometric Audiences

  • A demographic audience profile defines groups based on things like age, gender, income, education and occupation.
  • A Psychometric Audience Profile defines an audience by how they think and by considering their values, attitudes and lifestyle.

How to find audiences:

  • Surveys
  • Asking family and friends what they’d look for
  • Online forums that appeal to your audience
  • Have a look at what other brand identities are doing to appeal
  • Keep on top of trends

A good way to find your audience is by imagining a prototype person for the whole of your audience – creating a profile going into detail about what the like etc. The profile could consist of things like:

  • Name
  • Age
  • Occupation
  • Hobbies
  • Location (weather, crime rates etc.)
  • Education

As I want to inspire people with my project, I think targeting young adults would be the best fit for my project. As we get older, we lose time to do sport and stay active. This is why I want to inspire everyone starting their adult life, or already well into their adult life. I want to make them remember that it’s never too difficult to find 20 minutes for a jog, or a cycle, by showing subjects relating to them doing sports in weird places. It can be really easy to influence and inform young adults because it’s often that this is one of the biggest learning stages of our lives, whereas older people are more likely to stick to their ways that make them feel comfortable, or, they might even get inspired too. This is an opportunity for me to try and reach out to people in this era of social media, that a breath of fresh air is better than a scroll of their phone, and no matter how difficult times get it’s actually really relieving to do exercise. It’ll be easy to convey my message because as I said, we live in an era of social media and smartphones. I can simply upload my video to youtube and share it around, and hundreds if not thousands of young adults might see my video and get inspired.

A problem with my target audience might be creating aesthetics that will actually please young adults. Its becoming more and more common to become diverse and be original, which is why I want to take this opportunity to create an abstract piece with visuals that may take people out of their comfort zone. If I use too many abstract visuals eg. strobes for the whole video I might not get my message across as well, which is why I need to keep my visuals under control and only select the ones that I think will work well within my piece.

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I created a simple mind map in order to try and refine my target audience even more. Mind maps are also something I can refer back to when actually creating my piece. The mind map helped me refine my audience by bringing up some mediums or visuals I could include eg. a topless man with a good body. This would really help with inspiring and attracting attention; sex appeal for females and males. I’d also expect some males to see the body and be jealous, almost inspiring them to aspire to have that kind of body.

Exhibition Poster Ideas

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I had to consider a few things before making the poster for my exhibition, will it be portrait or landscape? I listed how each of them would relate to the context of my exhibition and work, and decided from there to use a landscape layout, as it directly links to my video, and as I’m trying to be diverse with my project I didn’t want to create just the typical boring movie poster, I wanted to go against a few things.  I feel like the idea of putting the set itself in the poster can be really useful by giving the viewer a sense of connection between the two, investing them more and making them think about the message a bit more, which is what I ultimately want to do.

Timeplan Update


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I knew for a fact that I had at least fallen behind my time plan by a few days, and having just done my mid point evaluation I thought it would be a good idea to create a new one, so that I knew what I’d be doing in the next month, and how much I have left to do. As I have a number of locations in my piece, I had to allocate myself at least 4 days of filming, spaced out by mini ‘pit stops’ if you will, to check the footage I’ve just gone out and filmed,  and make sure I have everything I need. I’ve also allowed 3 days for exhibition set up, as I not only need to set my own up, but as students and tutors we usually come together to help one another to get this set up in time, it was the same last year – so I knew I had to consider how much time I wouldn’t be able to work on my project.

Further In depth Planning


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As I said before, sometimes I feel that putting pen to paper can prepare me more for shooting than storyboards can. I grabbed a plain piece of paper, and tried to dot the different elements that I would need to consider around the page, and expanded on them below. This really helped me refine a few things in my project and in a way map it out, so that everything I need to think about is on one piece of paper. I also went back to consider some different sports just to make sure I was making the right choice.

Shot List

As I was getting ready to film, I needed to create a shot list to know exactly what I was going out for, so that I didn’t waste time when it came to shooting.

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Above is my final shot list, I included the different types of angles and shots i’d be doing, like the camera movement. I also included the location of each as I mapped out in planning, in order to help me organise each shot with my subjects. A description is also available to help me relate each shot to a specific medium of the video.  Creating this shot list will help me keep within the lines of my time management plan, as well as help me when encountering problems like not knowing what camera angles to use in which shot.

It’s really good that you done a full shot list, it’s gonna help you when it comes to being on location and filming, because if you’re ever unsure of what to do you can just look at this and see what you need, and don’t have. -Aaron

Test Footage

Now that I had my project planned out with a shot list and finished storyboard, I was ready for a bit of filming. I took the first opportunity I could get, when I took my friend Leo to the abandoned swimming pool with a skateboard.

I managed to get all of the footage I needed from the shot list with Leo in the filming session, as well as some extra footage and photographs as extra, for test pieces and such. I decided to throw the footage into final cut pro and play around with some abstract effects and transitions, in order to get a feel for what i’d be doing. Some problems came around when it came to parking, and I ended up parking on the side of a main road. The road had more than enough room, I was sure to check before leaving to film.

I’m really happy with how this experimentation went, it allowed me to use a variety of effects and transitions to make my video aesthetically pleasing. I want to be abstract with how I edit, however I don’t want to overload it with effects. Doing this could be detrimental to me hitting my target audience and having them receive the message that I want to communicate.

Some nice use of colour correction, although to be abstract you dont always have to pile the effects on top of eachother -Will

Location Scouting

Swimming Pool

I noted in my planning that an abandoned swimming pool would be really good to use as a setting for my piece. To my luck, there’s one not a 5 minute drive away from college. As I live in Kirk Michael, I took the afternoon one day to go and scout the location in ways of getting there, equipment moving and shooting itself.

I was really pleased with how the scout went, as I actually managed to find 2 more settings for my video, which would end up saving me a bunch of time from moving between each location to shoot.

Reservoir

As I diverted from my idea of hitting a golf ball off an old car, I thought of another one, to hit the golf ball into the sea/river/reservoir. Reservoir popped the most to me, as it would provide the most negative space with the water but at the same time create some nice visuals with background terrain and depth.

Software

I’ve always been split between using two editing softwares; Premiere Pro and Final Cut Pro.

Final Cut

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I’ve familiarised myself with final cut quite well over the years, using it to edit smaller pieces, or for example I prefer using it when i’m on my laptop.

 

Pros:

  • User friendly
  • Fast render times
  • Portable

Cons:

  • Only available on mac
  • Weird file saving system

Premiere Pro

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At the end of the day, I’ve always preferred Premiere pro  over Final Cut. I feel like it allows the user to be more creative with their work, providing endless options when it comes to tweaking something like an effect or transition.

 

 

 

Pros:

  • Can be used with other adobe software like AE or Audition
  • Also user friendly
  • Fast rendering times (with the right PC)
  • Available on Mac and PC

Cons:

  • Bit more technical than final cut
  • Had issues with file corruptions before

Avidemux

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I already knew i’d be using this programme, and although i’m not a huge fan of it, it get’s the job done for what I need it to do, I know this from testing it earlier in the project.

 

 

 

As I already know both softwares relatively well, I had to pick the correct one for my project. As i’m going for an abstract feel, i’m going to need full flexibility within the editing side of things, which is why I think it would be a good idea to use Premiere.

Filming Process


Now that everything was planned and ready to be filmed, I went ahead and done it. I spanned it out over about a weeks period in order to map shots and go to different locations with different people, but overall I got everything I needed to. My footage was good and we were really precise with getting all the footage and equipment we needed, due to my prior planning, and prior failures.

I already had my footage of the skater, however I had to go back to the swimming pool with both the skater and biker to get a lot of the footage I needed for the BMX. A problem we encountered inside the abandoned building was that there were to many rocks and other debris on the floor to ride on, so to counteract this we worked as a team to clear the space we needed, so we could get the right footage.501A1213

Filming the gymnastics in the park was really easy and efficient. I had planned my shots out previously, and had known that I specifically wanted to create a series of three shots in the same scene, with the camera set about 2 feet apart each time. This would give me the correct footage I needed to create a certain effect that I planned into my video. I made a small demonstration below to show how I did it:

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I got all the shots I needed for it to work, and if it doesn’t work I still have a use for the shots, I could add transitions between each clip, making a repetition effect whilst keeping it interesting and abstract. My idea was heavily inspired by Kendrick Lamars ‘Humble’ Music video. The one done in the official video is done by stacking 4 cameras together, and the college doesn’t have the resources for this, So I took it into my own hands and came up with the idea showed above.

This is a really great idea, and the fact that you planned your shots before you went filming will help a ton in post production, when actually making it. It’s really cool that you made it your own with what you have to work with. -Dan

Editing


As my overall video is only a minute long, putting the clips together was relatively easy, so I thought I was going to sail through. I shot almost 100 clips so I had to sort them out before knowing what shots were on the shot list and which weren’t.

The first thing I had to do was figure out what soundtrack I wanted to use for my video. I have little to no experience in sound production so I wasn’t going to risk it with a project like this. That doesn’t mean I haven’t taken the audio side of things seriously though. I searched deep for a soundtrack of ambient beats, with a build up and a happy melody.

https://www.youtube.com/channel/UCQKGLOK2FqmVgVwYferltKQ

I found this youtube channel of a producer that creates free music for content creators to use in their videos. My choices were limitless, and I spent almost a whole night listening through his different songs until I found the right one.

Now that I had my audio, I put together my draft sequence. This is where I bring my workflow routine into place. A draft sequence is a sequence of clips with no effects or transitions, done just before colour correction.

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This is what my timeline DID look like (i forgot to take a screenshot) before starting to put effects etc on.

Now I could go onto colour correction, and when doing this I wanted to think back to the colour theory research I done, and separated the sports into bmxing and skating, and gym and golf. This really helped me decide what colours to put where, as I wanted to use a complementary colour scheme for my video. I felt that by doing this I could really create some eye pleasing shots and visuals.

I wanted to start my video off with some really exquisite visuals and transactions so i dove straight in for the datamosh, which I really don’t regret. It lasts up to around 4 clips, and most people who was say ‘it messed up at the start?’ no my friend! Anyway, I wanted to make sure I had all the colour correction done completely before messing around with the datamoshing or anything like that.

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Overall I was really happy with how the datamoshing sequence turned out, and I was sure to use it in my final video. I love the way it displaces the viewers mind and gives off a nice aesthetic at the same time. I decided not to use the motion graphics piece that I created earlier in the project as I think there’s too much going on in the background, so I went for a still image of the adidas logo instead, which I think gives off a better effect on focusing the viewers eye on the video more.

Glitch Transition effects

 

I used a wide variety of transitions and effects in my video to make it as abstract as it is. By using things like glitch effects, shown on the left, i’m able to inspire the viewers by keeping them interested in the video.

Below I show how I created my RGB split effect in the timeline, and it was dimply done by building layers up on top of each other, extremely manipulate the colours and using a blending mode to help the layers compliment eachother.

Glenn RGB Timeline

 

Another example of a nice transition that I used is called a gradient wipe. It acts almost as a Luma key, removing the light first, then the dark. Or it can be the other way round, the creator has flexibility over that.

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I used keyframes from almost the start of the clip as it can take a while running on the sequence before it starts to look decent. The ‘transition softness’ acts as a feather for the edges around the negative space being removed. Having mine set at about 50 made it look really smooth but kept enough of the content there to make it look interesting. I uploaded a small clip exampling this to youtube, also showing it in slow motion;

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As soon as I had finished editing my video, I instantly wanted to know what my peers thought, so I set out to ask a few for some feedback:

I like the different techniques you have used. Data moshing works effectively to create a unique visual effect and the transitions are thoroughly thought out to make each clip visually appealing to the viewer. Choice of audio is also great as it builds up the suspense/ tension. – Elvis

The video uses an abstract theme shown by the lack of a narrative and visual effects. This gives the audience the chance to create their own meaning relating more strongly to them the varied clips help to inspire the viewer supported by the fast paced clips, transitions and music. The only thing I would change is the length of the pause in the middle disrupts the general energy of the video -Jordan

I enjoyed watching the transition between the clips, its unexpected and visually pleasing to watch. -Leo

After getting some feedback from friends, I asked my tutor Andy to give me some feedback too. He also recommended that I shorten the pause in the middle and it breaks the flow up in the video, as well as shortening some clips at the start for a more linear viewing. In order to make this work, I had to use some  shots that weren’t on my shot list, however I think it turned out pretty well. I really think using the complementary colour scheme worked in my video as it splits the scenes up nicely, and groups certain ones together. I also changed the start time of the audio to a more fast paced part of the song, in order to get the viewer more interested in the video and allow for a smoother transition in the build up.

Exhibition Posters


As stated on my brief, I planned on creating a couple of posters to go along with my exhibition. For a campaign on sports, a dynamic video piece was my main focus as this represents music. I was afraid that creating graphic posters would turn my project and ideas too one-dimensional, therefore I opted to use my posters in my exhibition, giving me the opportunity to directly link photography to my videos, and by giving the audience a still piece to look at, prepare them for my video.

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Instead of using boring, traditional poster elements I went for a landscaped style of poster. I wanted to keep the theme and style of my posters pretty much the same between them, so I tried to use images that I took in the abandoned swimming pool and buildings. Im a huge fan of the repetition of typography in the first poster, I think this works really well with the background, as when you look at the poster your eye is first drawn to the subject, and then the typography. I also framed it in the space provided in order to keep the type contained, and give off a uniform feeling. I like this because i’ve been trying to be diverse with my project, and adding a uniform fitted block of type goes against that, which makes it quite interesting.

If I don’t like anything about the posters, its that they are too plain. Maybe by adding an adidas logo in the corner, I could spice my posters up a bit by giving the viewer something more to look at, as well as identifying the brand itself.

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As previously thought I thought my initial posters were too boring and plain, so I had a look back at my video and thought that I could use the nice shape technique I used in some transitions to draw the audience’s eye towards that straight away. I layered it up and inverted the colour, and changed the position of the shape in order to create a nice 3D aesthetic feel. I also added the adidas logo to the top left in order to give the audience a bit of a preview of the brand identity that i’m displaying.

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I really like this poster because I feel like the colour and setting really set the tone for the video. I changed the colour of the sky with a simple change of the hue, and I think with an orangey pink colour, a warm yet abstract feeling is created. I once again decided to add a shape covering the subjects face, as I think this is a nice, simple, unknown presence in my project.

I couldn’t decide in the formatting with the adidas logo and typography in my posters, so I decided to show my peers and ask their opinion, the majority vote was the larger logo, which I can’t help but agree with.

The Exhibition


Nearing the end of my project, it was time to consider how i’m going to present my project. I wanted to relate it to my project as much as I could, so I threw down some research and initial ideas to go with it.

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My first idea involves the viewer sitting in a small enclosure, in order to get the full, authentic experience of my video. For the outside of the display I was thinking it could be decorated like the abandoned swimming pool, with the photography pieces stuck on, giving a sneak peak of whats to come.

An idea like this could be really hard to make and considering the amount of time left I dont think it would fit into my timescale, although I think it would’ve worked well.

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My second and third idea are much simpler, and put another technique into the mix. I was thinking of using view holes for the viewer to peek into and see a screen, with the video on loop. To make it interesting I could add a certain lens to go behind the hole, giving the viewer an even more abstract view of the piece. I spoke to Sarah and she had a box of old lenses and what not that I could rifle through and use if I needed to.

Each piece of glass gives a different view, however some are hard to see out of. My favourite is the far right one, which actually splits the human vision into 2, as well as providing a nice RGB split effect on surroundings. These would be really cool to use in my exhibition but I think it could possibly impair the audiences vision on the project, possibly denying them of the full experience. With the amount of time and limited space within the art department, I have decided to group up with other students in putting together a showreel to feature in the media suite.

Final Exhibition


As mentioned before, me and a few other student decided to group up and put our videos onto a showreel in the media suite, in order to save room and resources. We used display boards to cover up things like photography equipment and other junk that we didn’t want our audiences to see and made the room into somewhat of a cinema, showcasing our videos using a projector.19349597_10209035174427867_113007487_o

I think my display board worked really well with my posters, as they give a direct link to my video and contain unique aesthetics to please the audience’s eye. I wanted to print my posters in A2 size so that audiences didn’t have to crouch or squint to see the visuals in my posters clearly, which I think worked quite well. The colours of each poster link up with eachother to create almost a gradient effect, as they all have different tones of red/pink, with the top poster having the strongest. If I could make my display board better I would display my posters in more of an abstract way, almost scattered around the board.

Evaluation Plan


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Before writing my evaluation, I wanted to make sure I knew what I wanted to talk about. I made a small plan that would correlate to my own personal knowledge of the project of some of, what I think are important points to cover for my final piece and how I got there. Doing this plan actually really helped when it came to writing my final evaluation because I could keep refering back to it if I got stuck.

Evaluation


I have now completed my self initiated project. I have successfully completed everything on my brief, as I wanted to create an advertisement for a very large brand.  Adidas was the brand I chose because the target audience suits a range of different ages. I chose to use young adults as the subjects of my video to ensure that the advertisement met the target audience of young adults that I had researched.  Previous advertisements from the brand of Adidas that I had seen, seemed to motivate me to want to similar more abstract piece.  A section of my finished video focused on the three stripes which are typically associated with the brand, this enabled me to entice viewers with more aesthetic visuals.  Using abstract techniques allows the project to be more open to interpretation, as it allows viewers to open their mind and have their own perceptions of my piece.

The slogan ‘Work Hard Anywhere’ was influenced by a youtuber called Alex, In which I used to inspire young adults beginning their lives to continue with sport.  I used the saying for the outro of my video I used keyframes to lower opacity and timed it with my audio levels for a smoother transition.  I also chose to film my subjects in a range of diverse locations.  On the Isle of Man there are a variety of settings that I had in mind to manipulate the slogan.  The first of locations I chose was an abandoned swimming pool in the East of the Island.  This is because it is ergonomically stable to film the type of sports that I had previously planned on storyboards and shot lists.  I filmed BMX-ing at the Abandoned Swimming Pool and Abandoned building B because I used to do this sport, and it is a very unique sport in it’s style which I used to contrast with gymnastics and golf.  The Swimming Pool was an old abandoned area that had graffiti, giving me the opportunity to shoot nice aesthetic backgrounds with a multitude of lines and shapes.  This helped me to create the datamoshing transition, which was inspired by the music video ‘A$AP Mobs – Yamborghini High.’

Another location I chose to film at was a reservoir in the North of the Isle of Man, here I filmed golfing which was influenced by my heritage of Scotland and Kendrick Lamar’s ‘Humble’ Video.  I initially brainstormed ideas of hitting a golfball off the roof of an abandoned car, however this proved to be difficult to implement as I had no car to use.  To solve this problem I decided to use a reservoir which en-captured a large amount of negative space for my compositional theory.

I planned to produce an advertisement that would last no longer than 60 seconds, I was overambitious in this instance because my video ended up having the length of 1 minute 4 seconds.  The reason I chose 60 seconds as my aim was to ensure that the attention of my target audience was held for the transient composition.  I went over the allocated time because of the outro, (which was 4 seconds.) I used a fading out technique for the video and the audio, which eased the audience from the dynamic previous scenes. and also to again drive forward my message.

In my brief I was ambitious with my aims of the project as my time management and organisational skills were tested, I felt I fell behind with some of my targets, however worked hard enough to achieve the outcome I wanted.  As I have previously mentioned, not all of the footage that I shot I used.  Therefore I found myself wasting my time filming unnecessary clips and outtakes because they weren’t paramount for my video.  Although this proved to be a good learning experience as in cinematography and graphic design, not all ideas are used in the final outcome.

With my research, although at some points I felt I was falling behind I always made sure that I completed each point of research before moving onto the next point.  This is to ensure that I did not get mislead on my ideas and also that my research had direction and a focus.  Generally, as I researched one idea it lead onto the next, which helped me to produce a video that portrayed a message to inspire young adults, whilst executing the use of  new equipment, different locations, primary research and secondary research, different subjects, graphic and film elements.

With my design process I began with primary research, using mindmaps to brainstorm. Which helped me grasp certain ideas I wanted to use in my project such as mediums, companies and equipments.  This aided my research to become more dynamic, and got the ball rolling with my secondary research.

Upon evaluating my primary research, if I were to do a similar project again I would spend more time focusing the research of my graphic poster also.

For my secondary research I analysed 12 different types of television advertisements, such as associated user imagery, ongoing characters and symbol, analogy, exaggeration.  This caused me to choose associated user imagery, because I felt more stimulated and emotionally involved when viewing advertisements that used this technique.  If I were to do this again, as I felt that associated user imagery was very encouraging, I would research more videos that use this method.

In my secondary research I also looked at gaming, drug abuse and sports, which I derived from my topic ideas from my primary research.  I chose gaming because I have been interested in gaming since I was younger, and it still remains as one of my hobbies now, and so I know what gaming is like as participant, and therefore how to target the audience, albeit each game has an age rating and furthermore a particular niche.  So I did not want to limit my audience.

I looked into drug abuse because it is highly prevalent and it is a very interesting, diverse yet controversial topic.  Yet the information regarding this type of theme is quite sensitive and therefore conducting a piece on this topic would prove to also be quite limiting.  Drug abuse only affects certain minorities of populations.   Drugs are a very factual topic which may link back to prior units.  I did not enjoy conducting pieces surrounding infographics, and so I did not want to lose focus.

I chose sports as it gave me the opportunity to generates fast motions within shots, I wanted to promote more unique sports to a target audience of young adults.  Choosing the topics of gaming and drug abuse may not inspire audiences so easily, however choosing the topic of sport encourages the idea to do something, which allows me to get my message across in it’s maximum capacity.

When researching transition techniques, datamoshing caught my eye because it is something different and unconventional.  When I was learning about this mechanism, it proved to test my own abilities, due to the software being new to me.  But this developed my software adaptation, as it is always beneficial to gain new skills.

I used storyboards, shotlists and time management plans for the planning element of my FMP.  Storyboards help one to put their ideas down on paper, so that they can develop their own ideas and view ideas in frames.  Storyboards were not comprehensive enough to use as a final plan, because there were lots more elements to my final piece, that I had to write down literally.  Developing one of my initial storyboards further enabled me to refine my shotlist for the final video.

I chose to use the Canon 5D as it was a new piece of equipment that I hadn’t used, and I wanted to learn how to film on a DSLR as it is a modern cinema trend, and the 5D is well renowned for handling film in 1080p at 24fps.

I found creating and including a motion graphics element to my piece made it more engaging, and so visually pleasing to the viewer.  Therefore, during the project I took it upon myself to research into the different ways motion graphics could be used in advertising, so that I knew how other advertising campaigns incorporated motion graphics into their videos.  After this and some experimentation with after effects and the adidas logo, I threw it onto some of the test footage that I would possibly be using.  I did not like the appearance of my motion graphics piece on my video, because I did not think it flowed well with the colours and shapes involved elsewhere in the video.  I decided instead to opt for a static adidas logo in my final video as I think it emits a pleasant minimalistic feel, which contrasts well with the nice visuals in the composition.

In hindsight I made the correct choice using Adobe Premiere Pro to edit my video over Final Cut.  This is because it offers a much more stable composition as the creator is granted full control over effects, transitions and adjustment layers.  Using premiere has also allowed me to work on my Windows PC, which has a much better CPU and more RAM than my Mac. This saved me a bunch of time when rendering my video, and general speed of the programme itself.  Even though I did really enjoy using premiere and can feel myself beginning to know the ins and outs, I feel it is a steeper learning curve compared to Final Cut.

With sound production being one of my weaker areas, I did not want to risk wasting time making a soundtrack that would not work with my video, therefore I settled by delving into ambient soundtracks created by Ross Bugden, and found the audio sample which, in my opinion, was perfect for building up tension.  I split the audio at 30 seconds and used a reverb and fade in order to create a sense of completion, however my intention is to actually reach the climax of the video, where the soundtrack booms, and all of my abstract transitions and effects amalgamate.  Building up tension can be a really good way to invest the viewer, however I was worried that my video would be boring in the opening scenes.  To counteract this I used my datamoshing transition at the start of the video, which leaves the viewer intrigued to find out more. Using this was really helpful because it meant I didn’t have to stack effects and transitions on top of one another, making a really clean, and interesting start to the video.

In previous units like my music video, I have gained essential experience in the ways of colour correction, and due to the research I conducted, I was able to apply a colour theory to my video in order to make it pop.  Using a complementary colour scheme for my video, I was able to split up the unique style of BMX and Skating, and the elegant style of gymnastics and golf. I used warm and cold colours to create intensely dynamic and eye satisfying scenes, almost categorising the sports and hitting both styles of audiences at the same time.

Admittedly, The shapes covering some of the subjects’ faces was during transitions a ‘spur of the moment’ decision, which I thought actually worked pretty well in giving the viewer more shape and tone to look at. The shapes can be hard to see, some people have missed them – I actually quite like this because in some audiences case it leaves something to be discovered, and different viewers could have their own inspirational interpretation of the piece.

If I were to redo my whole project, I don’t think there would be too much I would change.  I would set myself an audio target, as I think if I created my own audio, I could have enticed the viewer further.  Although it would prove to be more difficult, this would have allowed me complete control over the build up process in my video, however I was really happy with how the audio turned out anyway.  I would choose a different sport to golf, as I think it limits room for creativity within shots, although it created some nice shapes and space for my composition.

Using the design process has been greatly beneficial to me, as it acted as the backbone of my project.  It allowed me to get exactly what I needed to send my message across, in addition to helping me come up with solutions when problems came about.

My work was always changing and evolving all through the eight weeks, for example at the start of my project I didn’t know whether I wanted to be abstract with my piece or not, but conducting my research helped me reveal these kind of things.

Throughout my project, I have constantly been learning about new things such as; equipment usage, different types of advertisements, etc.  Furthermore, I have gained more of an insight into other artists and mediums of work due to the continuous research I conducted throughout the project.  My research has really guided me through the project and really rounded it all off at the end, as I took inspiration from things as little as one transition from a music video, or some subtle interrupted shape and form from other abstract pieces.

In conclusion, I am actually very happy with how my final piece turned out, because I think it meets all of the points I set out on my brief, and it suits the reason as to why I made it – to send a message and inspire young adults.  This project has really rounded off my skills for the next chapter in my life, which is attending Leeds Beckett University (fingers crossed!).  After doing this film piece, I feel that I’m ready for whatever cinematography is going to throw at me, in due time.

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