In terms of the planning/ pre production for this advertisement I used three pieces of documentation to organise the filming/ concept. Firstly a storyboard, a filming schedule and a consent form. In terms of my storyboard it consisted of my concept for this advertisement meaning, through written and visual explanation I created a vision for my TV Advertisement- although in comparison to the actual story board and the end product there are minor changes to the production. A filming schedule created so that, I as the director could film everything in one day rather than dragging the production onto a number of days. This consisted of me finding out which day was suitable for both models as well as what day would be nice and clear (weather wise.) In terms of the consent form, I had permission for all equipment as I owned all things- a steadycam and my own personal camera. Needing permission for location is not needed therefore was simple and easy to film. The only change from the storyboard to end product is the use of an Ice Cream van as the weather was not as sunny as expected there was no sign of an Ice Cream van within the park therefore we decided to take advantage of the scenery/ sculptures within the park and I believe it worked quite well emphasising the logos on the t-shirts as there is plain backdrop and no other colours to divert the audiences attention- Not only this but emphasising the lyrics and clothing as they are 'brand new'. As well as this, I personally believe this advert is fit for the it's purpose. Advertising the clothing/ artist as whole as we decided to use 'Pharrell's' clothing line we decided to take advantage of both his aspects of art through fashion as well as music using a track from his latest album G I R L our original intention was to promote both his clothing line and album and we have done this not only through the visual and audio but through the use of a pack shot at the end. The message of my advert was very clear advertising the clothes as well as our artists album too.
In terms of feedback/ comments from classmates and others it was all vaguely positive all responses were that the advertisement was clear as well as what was being advertised. The strengths of the advert was that it was clear and flowed well. The only weakness was the length as well as my end pack shot which I amended for example the original length of my advert was 1:17 seconds however the requirement was for project is even numbers therefore I edited the shot to one minute. Not only this but changed the end pack shot (as shown below) to a flash edit of four pictures which are the two logos of the two brands advertised as well as Pharrell's new album cover as well as a final copy which was also featured at the end which is below the original copy.
Original Copy:
Edited/ used in the final version:
The effectiveness of techniques used all merged together with the technical and aesthetic qualities of the production. Meaning the use of camera, editing, sound and effectiveness as well as the audience appeal through mise-en-scene and the choice of actors. In terms of the camera as mentioned before, I used both my own camera as well as a steadycam. To appropriately capture the essence of not only the actors but the clothing/ mise-en-scene. The fact that they both contrast but in a positive manner- for example the female is wearing a black tee with white writing whereas the male is in a white t-shirt with navy blue writing. The essential aim was for the clothing to look like 'ying and yang' that they both belong together which is not only shown through their body language in the beginning of the advert as they hold hands and walk but through the music too. Although they contrast in terms of colour they suit each other. The way in which this is emphasised through music is the lyrics in particular the chorus:
You got me feelin' brand new (brand new) You got me feelin' brand new (brand new)
Like the tag's still on me Like the tags still on me
Jumpin' 'round in your bag Jumpin' 'round in your bag
So good morning, ooh girl
You are the feeling I'm jammin' to (brand new) You are the feeling I'm jammin' to (brand new)
Like the tag's still on me
Got the tags still on me
Emphasising that the clothes are new as well as the effect it has on them both and each other although there is a lack of movement there is the body language and music (which is happy and catchy) used to put across their actual relationship and engage the audience. In terms of editing, I originally planned on filming the whole ad in one take without using any form of editing/ pathways. However, the shot was too long therefore a form of editing had to be done in order to shorten down the ad as a whole. Not only this but the use of a pan for both actors emphasises the clothing and captures the main focus the shirts. As the advert also finished with 'like the tags still on me' it's a very creative and idealistic manner to end an advertisement for clothing as they always come with tags which I thought would really appeal to our target audience.
In terms of editing I was able to create an advertisement that targets my chosen audience specifically, that is visually appealing, stimulating and engaging but not confusing. Meaning that as mentioned before I originally wanted an advert which was filmed in one shot but it became too long. I decided to go for a more plain and simple advert where there is nothing to confuse the audience from the object being advertised. I was partnered with Damilola, so we both had our individual takes on our advert. I did use a selection of transitions but a limited number as well as the original footage not being edited in terms of light and contrast with filters etc.
In conclusion I believe my advertisement appeals to anyone/ everyone. Especially those who are fans of fashion/ music will enjoy this advert as well as any age/ gender hence the use of a male and female actor. The choice of shots, angles and pacing of shots all attribute to the delivery of my advert.
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