2nd Reasearch into corporate vides & codes and conventions

Corporate video

Codes and conventions you must follow to create a professional looking video:

-Lighting
-Sound quality
-Clothing (presentation)
-Preproduction, creating a script.
-Keep it short
-Tell audience what you can do for them
-Stick to 1 location (continuity)
-Engage with audience, talk to camera or interviewer (next to camera)
-Make a proposition at the end. Make sure your details are there.

Good promotional Video

http://www.youtube.com/watch?v=jheJ0HXXooE

This promotional video hasn't taken the standard approach, and to sell the car but showing footage of it being actually made and designed. Therefore the audience get a real knowledge behind the car. It even shows old footage, showing it heritage and attracting them by educting them on the brand and its history.

Bad promotional video

http://www.youtube.com/watch?v=Il7riPV7tEI

I suspect this video was made as an example for what not to do when making a promo video. The most obvious problem is the lighting, you can barely see the image. The sound quality is also crackly and it appears as if its been filmed on a mobile phone. It is clearly improvised, the people don't seem to know what the point of why they are talking about is. It jump back and forth from different locations, and is all over the place, looking extremely unprofessional. They do not make clear points, they are laughing, and generally making it look like a joke.

Wiggle

To achieve this effect I used wiggle.

Stabilising

This clip was originally not a still shot. It had slight movement, which I corrected through using warp stabiliser.

Feminist theory

Whether obvious or noticable to large audiences, women protagonists and strong female roles seem to be on the decrease. Todays society brags itself on its openness to all ethnicities and sexuality in life and film, but seems to be faulting on expressing equality between males and females. This translates not only on screen but in an open obvious disfavour to actresses through payment, the highest paid actress in Hollywood, shamefully, makes under half of the highest paid actor. Is this the fault of the directors favouring men as protagonists, abandoning strong female parts, or the audiences responses to the films; and are their responses simply programmed to favour men as protagonists? Or is it purely down to the lack of versatility in female roles.

Various women authors have confronted the issue, arguing that todays society puts an expectation on women, which is only enforced through film, magazines etc. Naomi Wolf argues that the images which are projected through the media are limiting womens beauty to a stick thin image. Forcing women to self doubt themselves for being anything but.

Ann Oakley argues against the differentiation between genders, how from a young age children are not at liberty to choose there own interests. They would be persuaded against involving themselves in something which is socially accepted to be 'made' for the other gender. For example, why shouldn't a girl want to play with cars, and why is it not right for a boy to play with dolls?

Naomi Wolf- The beauty myth 

Ann Oakley- Gender Socialisation

Visual Pleasure & Narrative Cinema (1975).   Bechdale test

1st shoot evaluation Promo Video- Leigh Tutoring.

I was extremely pleased with the result from the first shoot, I gained plenary of useable footage, mostly interviews with the kids. I was delighted to the responses they gave. And how eager they were to be involved in the project. 

Case study

2D

http://www.youtube.com/watch?v=ME0UF7U7rZs

Evian advert, the water drip character is the top layer with plain blue background. It only consists of X and Y, since the image is flat.This animation is completely made up of solids. If there was real life footage behind the animation that would be a plate. This animation mainly used its X axis (the objects moving sideways). But also frequently uses the Y axis when solids fall into the image (up and down movement).

3D

http://www.youtube.com/watch?v=-ybk7Vub2U0

The advert begins as 2D, utilising only the X and Y axis, the image is completely made up of solids. it then transforms when the 'drop' character lands on a cloud expands into a 3D character. The difference between the both is it changes from a flat looking images to looking rounded and more like an animation than a drawing. It creates the illusion that there is depth in the image, like something you could touch, this is because of the it having X, Y and Z. You can create 3d channels by selecting the 'cube' in after effects. 

Matte and Alpha Channels

http://www.youtube.com/watch?v=hQw3mVWXncg

To achieve this look the girl would be placed in front of a green screen which would then be removed from the image, leaving only the matte of the girl. You are simply using a mask to blank out a part of the image, then replacing it with something else (the girl).The background is the alpha channel, and the character (the foreground) is the matte. The alpha channel is a mask which can be edited without changing the foreground layer.

Key Frames-

All the ads above are examples of key frames, since every moving advert animation or not has them. When using animation you need to edit frame by frame, each frame is every part of motion. For example someone jumping, every time they jump it would require multiple key frames in order to show the motion.

interviews

Introduction-

Promo Video

Interview with Owner (Keely Kingswell)-

What does Leigh Tutoring offer and how many children are there in each class?

Why do you think that children like to come to Leigh Tutoring?

What do you feel that your school offers that other tuition services don’t?

Which subjects do you teach?

How do you think your tuition effects the results, and what’s the proof of this?

What has the feedback from parents been?

Are your staff experienced and dedicated?

What do you think about the changes to the 11 plus exam this year? and will your teaching reflect these changes?

Interview with Liz (Staff at Leigh Tutoring) 

Do children enjoy coming to Leigh Tutoring?

What are the benefilts of  working in small groups as opposed to 1:1?

How do you think Leigh tutoring compares to competing tuition schools?

What do you think about the changes to the 11 plus exam this year?

Interview with Pupil

What do you like best about Leigh Tutoring?

Is the work hard?

Does it help you do better at school?

Is it like being at school?

Were you nervous when you started tutoring?

Interview with parents

Using after effects tracking, matte, colour correction

To achieve this I tracked 4 points, and selected motion tracking, tracking motion rotation as well as position. I used a leaf and a rock as tracking points as they were lighter colours, therefore easier to follow. 

Motion tracking

Baz Luhrman

Overall influence on all aspects of the project?

A distinct visual style/recurring techniques?

An influence across a wide body of work?

Most Baz Lurhman film create a new world within themselves, the abstract images put together begin to look like a fantasy. This is down to precision in the filmmaking progress. Combing an amazing set, for example moulin rouge, with bright glittery colour and editing creates this effect he has in each film. In most of his films the colour is heightened, Romeo and Juliet for example the party scene, full of colour being mainly yellow orange and pink, whereas moulin rouge is mainly red black and blue. greate gatsby is gold yellow silver. Keeping the same colours throughout paints the picture.

In order to create this look he has to have a level control over all elements. Films start with a wide shot of the set which almost looks like a painting.

Reccuring themes?

Devestating/ unlikely romance. Moulin rouge, romeo and juliet, australia, the great gatsby.

Reccuring cast and crew?

Leonardo DiCaprio

RUNAWAY- Single Camera Production

http://www.youtube.com/watch?v=kNx2izdo8Qk

48hr Film Challenge

http://www.youtube.com/watch?v=viP0gg2mYOs

Cornwall Film Festival

http://www.cornwallfilmfestival.com

Cornwall film festival welcomes all filmmakers, amateur or not, English or international. It offeres the opportunity to premier your work, hold lectures, and meet and network with people front the industry. It takes place at the state of art Lighthouse Cinema. It is a unique festival since claims to be the only one which nurtures professional development of students and established filmmakers, you can get involved by sending in your videos with a entry fee of only £5. I has a varied amount of workshops at the festival including, stop-frame animation, drama college auditions, casting and screenwriting for female characters and guest speakers taking part, there is something for al different types of filmmakers.

-based production company o-region and sponsored by MAGA Cornish Language Partnership, the “Govyn Kernewek 90-Second Challenge” will combine elements of the ever-popular Big Pitcher event with the promotion of Cornish in filmmaking. The challenge involves making a 90-second film, of any genre, that uses the Cornish language in a significant way. The top 25 entries will be screened in a juried competition at the CFF in November. Cash prizes will be awarded for first (£1,000), second (£500) and third (£250) place, along with an audience award (£250), to be voted on at the event. The entry fee will be £5 per film. Filmmakers can submit an unlimited number of films. Competition rules are posted on the Cornwall Film Festival website as well as on the online application form.

Located in one of the most popular, attractive, and happening places in Cornwall, Newquay. Still awaiting announcement for the 2014 dates film makers can prepare their features to screen at the festival. If you are an aspiring film maker so have the opportunity to submit you work (a 90 second film) to the festival, the top 25 entries will be screened in the competition at he festival, with an entry fee of only £5. The winner will be awarded £1,000 second place £500 and third £250. 

The business

What they are paying me to do, how I'm going to achieve it.

meetings, production, evaluation

Pre production (including sound)

Written response to brief & Meetings

1st Draft, 1st Meeting

Client wants her business to come across as fun and friendly throughout, whilst stating what the business does, how, and its benefits. I had the idea to interview the owner(and client), another member of staff, pupil, and a parent of a pupil. In order to get all relevant information across from different angles whilst keeping the video upbeat by showing footage of a class being taught over it. Each interview Will be introduced by the interviewee, and the whole piece will begin with Keely Kingswell, owner, introducing herself and the business. I will write the script for her to read from.

The client made it clear to inform :
-What leigh tutoring does
-It only hires qualified teachers
-It only holds small groups of kids (so they each get special attention)
-They have excellent pass rates
-It helps build the kids confidence
-It is beneficial for improving their learning at school

This help me to prepare my questions for the interviews, making sure I ask questions which will prompt this information. She also asked that I focus on the english aspect of the curriculum in her interview whereas with Liz (her staff) focus on the maths.
I wanted to keep the questions to the children straight forward and simple, as to not confuse them. Which she agreed with.


I thought that using music would help contribute to the mood of the video, and keep it upbeat. Which was agreed on, I will therefore choose the music in the editing process.

Overview of client brief

Legal/Policy

Copyright-
Music
Logo

Payment-
Voluntery Work

Distribution-
Website

It has been agreed that I can use the video to build my portfolio.

Research- Market/Audience

http://www.edexcellence.net/publications/what-parents-want.html

http://www.dailymail.co.uk/femail/article-2048094/Meet-parents-prepared-to-children-grammar-school.html

Reaserch- Company

http://www.leightutoring.co.uk/

corporate promo work

The sole purpose of creating a promo video is to create awareness of the service or brand. The aim is to attract as many customers as possible, whilst staying true to the business and not creating 'false advertisement'. Although you want the video to include a lot of information it has to have a clear message, which is put across throughout. A jumble of information is more likely to confuse the audience rather than attract them, which is why its vital to be precise and structural with your points; talking about one aspect of the business at a time. The planning for a promo video outweighs all other aspects, it has such a high importance when doing things such as interviews. You cannot enter an interview with no questions, and before even planning the questions you must research the business and consult the client onto what responses they want to be shown in the video. Filming the business/service in its natural state, and collecting a varied amount of interviews on camera as possible, leaving plenty of footage to choose in post production.

Virgin Atlantic Promotional Video
https://www.youtube.com/watch?v=Hbib-A6NpW8

This advert is aimed at a a universal audience, after receiving complaints of sexism in the last campaign, virgin has made a conscious effort to even out the 'eye-candy' for both men and women. The ad evens it out by including a short sequence of attractive pilots being applauded and gushed over by a crowd of women, and a comical shot of men walking through an x ray exposing their underwear. The advert has to set the tone of the company and virgin is one of the more expensive ways to fly. Therefore it is important that the advert shows it as a classy, enjoyable, yet comfortable experience. The whole ad is very surreal and glamorous, a dramatised vision of how it feels to fly with Virgin. At a high graphic level, the ad cost a huge 6m, massively contributing to making it look and feel top class.

Sample brief and response

Corporate Video Brief

Business- Leigh Tutoring

Contact/client- Keely Kingswell (Owner of Leigh Tutoring)

Video-

A video to promote the business, and inform potential clients on what it offers and how it will be achieved.

Information which must be stated-

Style/Look-

Showing the business as a friendly, safe environment.

Logo-

Must be shown at least twice, at the beginning and end of the video.

Copyright-

Keely Kingswell owns the rights to the logo and business name. Music will be used with permission, or, taken from an un-copyrighted software such as SoundTrack Pro.

Target Audience-

Parents who seek a tutor for their child/children approaching their 11 plus.

Distribution-

Video will be placed onto Leigh Tutoring official site, owned by Keely Kingswell.

Payment-

Volutary work, being added to my portfolio. No payment or funding needed.

 I prepared a brief to go through with my client, with prepared questions so I could gather all the information i need to start planning for my promo video. I felt the first meeting was a great success, and through combing my creativity with the clients ideas we can create a successful video which will be beneficial to the business.

Summary of stig ident project

First briefing with the client.

Perry McCarthy approached my class in pursuit of a filmmaker capable to make an ident which suits his style for his website. He wanted us to interpret

College Brief

meanings and lesson planning

Genre theory is exploring each individual genre and how they adapt over time. Analysing specific genres and how they overlap with others and become sub-genres.

Structuralism is every detail being used throughout films, something to make the audience feel an emotion, for example placing knives in the background of a shot to make the viewer feel uneasy.

If I was going to explain structuralism to class I would use an example of a film which has attention to detail in every shot for example Stanley Kubrick’s ‘the shining’. point out all the codes and conventions used throughout which structure the film. This is what I would show and analyse in the first lesson. And in the second then possibly watch ‘the making of’ so you see the directiors reasoning for the decisions.

Genre theory is exploring each individual genre and how they adapt over time. Analysing specific genres and how they overlap with others and become sub-genres.

Structuralism is every detail being used throughout films, something to make the audience feel an emotion, for example placing knives in the background of a shot to make the viewer feel uneasy.

If I was going to explain structuralism to class I would use an example of a film which has attention to detail in every shot for example Stanley Kubrick’s ‘the shining’. point out all the codes and conventions used throughout which structure the film. This is what I would show and analyse in the first lesson. And in the second then possibly watch ‘the making of’ so you see the directiors reasoning for the decisions.