CDM 322 (Production)
Advertising - test coffee advert
In this media production i have used a range of technical skills such as camera framing which is really important to make sure you get the right looking shot this can be done by using tripods to frame the camera correctly this has been used in the shot where the coffee beans are getting dropped on the product towards the end. Camera framing can also be changed in editing as well such as zooming in on a shot this was also done on the coffee spinning around we also used the zoom a lot throughout the filming such as zooming in on the coffee beans . Camera framing is important as it helps your media product look and feel more professional. Some of the camera angles which we used are close ups and extreme closeups these were used to show of the product to the fullest and made the advert look and feel better. Using camera angles give a better prospective of the product and lets the audience explore the whole of the product its self. Examples of these in my media product are closes ups of the coffee in the cup and an extreme close up of the coffee beans.
Camera movements that we used are tilt up reveal which worked really well as it allows the audience slowly see the produce which can build suspense for the reveal of the product. Camera movements are usefully within all media products as they can do lots of things such as build suspense , create emotion and to make the audience feel immersed.
Following on the lighting which was used as a warm LED light with a gel wrapped around it this also made it warmer this was used in all the shots another light we used was a hard light to brighten the product. One shot that we used the lighting in a creative way was ,when the camera hovers above the coffee before the milk is in as you can see the warm light reflect off the black coffee . The reason we used warm colours is because coffee is warm product a hot drink but also to contrast the coffee colour.
However more in the editing part I used many different techniques some of the things i have used are some stabilisation warp which helps make the shot more smooth and not so wobbly. Other things I used was standard transitions i did this to make sure i don't take the attention way from the product which is important . I also added in music and text at the end to explain the product and finish it off i also edited my audio by using constant power which allows the audio to fade out. Lastly I added in fade ins and outs at the start and at the end.
At the end i colour grated all my shots with some of them I changed shadows to illuminate the coffee bags and also by making it feel and look warmer I also used sharpen to make the bag look better this was used in the opening shot.
Unit 1- 2.1
Communications methods
Lighting
There are many ways of communicating moods and messages some are lighting. For example high key lighting gives off a bright lighting mood which can be good when low key lighting can gives off a scary moody vibe which is good to set tones for scenes, this type of lighting can be good for horror and revealing a character and also suspense but also many other things.
Colour
Colour is also another very good way of communicating moods and sending messages such as how warm or cold an image or shot is such as having a cold shot can give off sad , calm , passive vibe which can contrast. On the other hand having a warm shot can also give off warmth , friendly , happiness and exotic. The saturation of images can also portray a message as having a low saturation can mean that it's very dull and not very happy not having any colour. Further more having a high saturation can give off a very happy and bright mood as all the colours are very vibrant. But not to forget that all colours with in media portray different moods and meanings an example of this is yellow gives off a crazy and sickness vibe.
Sound
Sound is really good at communication as there is many ways of doing this such as having music over the top of a scene which can create many affects but this will depend on whats going on within the scene and what music it is. Other ways is by using sound effects such as in a horror film adding sounds to floor boards to make the audience more scared creating that tension in the scene. This can be used in many ways as well these are examples of non diegetic sound. Then we have diegetic sound which is sound picked up by the camera in the real world such as dialogue and nature sounds this can be rain drops or cars.
Extra chewing gum advert broken down
The lighting within the advert that I have researched changes throughout the whole thing but some key scenes which shows the affect of this is when the two main character's are having an argument which is very low key lighting as you can see the lighting is very dull and has changed massively as it is more grey this also connotes the change in mood and how they are feeling. The saturation in this scene is low which also connotes the emotions again. Sounds in this scene is just non-diegetic as its just the music playing over the top which begins to die down as the conflict also dies down. The shots which are used with in this scene is mostly long shots as it allows the audience see how the conflict is unfolding, but there is a couple close ups at the start and end of the scene as you can see the emotions at the start and at the end and how they have changed.
Another example is when the other main character proposes to the other and you can see the lighting is very bright and very warm within this scene showing the emotions of the two and how they feel more happy. This scene is very high key lighting but also the scene is quite high saturation to show the expression of the characters making it very bright. In this scene as said before the colours which are shown is very warm orange colours which is showing the happiness and youth in it. Another colour is a white bright colour which I think shows off a new thing and how this is a bright moment. This scene also has diegetic sound as you can hear the reactions of the characters but also non diegetic because there is music playing over the top. There are many camera angles used in the advertisement but the main one which is used is eye level close up shot which has been done to constantly show the emotions with in the scenes.
Final advert
Evaluation
Overall in the shoot it went really well there were not many mistakes at all, I was able to also apply my techniques to the shoot by making sure props and other objects are not in shot to prevent mistakes and make it look more professional I was also able to apply my camera operating skills to achieve good looking shots which can be present in my advert but also setting up shots and make sure it was ready to film. Other skills which were applied during are shoot was getting good exposure this was done in many different ways as you can see in the shots in my 30 second ad this was done by having LED lights and an light deflector on set to help light and highlight key scenes we also used natural lighting to light a few of are scenes as the weather was good and gave us lots of light. We also pre-recorded scenes so that we could visualise the scenes and see what they would look like. This was helpful as we could see what shots worked and which ones didn't as this can help production overall. This can be seen in the behind the scenes clip. when we were filming we also used an onion over skin layer this helped out a lot as it made it easier for us to match the shots up of the drink moving around which helped with time and also the editing part this was done to create the effect that the cup is staying in one place throughout the whole scene as it fills up with water but the background changing contrasting that message. In are production safety is a really important aspect of it all to make sure no-one gets hurt some skills which were used to make sure people don't get hurt is helping the camera operator when doing a walking tracking shot by staying behind them so they don't fall over or trip on anything, but also using the risk assessment we were able to avoid risks which were out there an example of this is scaffolding in the area we were in but also wearing correct footwear so that slipping over or falling didn't become a problem .Teamwork skills were use all the way through the advert as we all worked together well to complete and finish the advert but were also used and continued in the post-production part as well by helping each other with are edits such as giving feedback and helping overall. From the experience I have learned many things such as time management that comes under arriving on time for shoots not that I was really late but to take into consideration traffic and how long the bus will take. I used many different communication methods such as colour correction but also showing it through the shots and how it was put together such as having shots in different places contrasting you can have it in many different places and drink it anywhere. The locations which we used also contrast communication as it creates a feeling as it shows the places you can drink it but also sends a message with all the different locations. The actor and clothing and props we used also shows a message and also meets the clients brief as it shows their main clients people who travel a lot and like to have coffee on the go. Now the props such as camping equipment creates meaning as it shows what he's doing and also the people we are trying to get a hold of as this is their clients. In production we went out filming twice, one to get the shots of the cup moving around Bristol and the other was to film the cinematic shots within the woods which also gives it more of a story element to it.
As you can see these are the technical skills which i have used such as a boarder and also lots of graphics and texts to go along with it i have also added in a fade in at the start which allows it to start off smoothly instead of a straight cut in which can sometimes be good but not so much in this. i have also placed music over it to make it sound more interesting and more pleasing to watch I have also used constant power which allows the music to fade out at the end giving it a good cut. I have also included a QR code as its a new form of advertising which is good be included within the advert allowing the audience to get a direct link to there website . I also used the scale position tool to place all my graphics and texts in the correct places but also with my graphics and texts I have changed the colour to orange which is the colour of the packaging of the product and refers back to their house colours. Within this production I have cut clips or slowed them down or sped them up as this can be used to create many meanings and effects such as slowing a clip down allows your audience to see something in more detail which you can see in my social media advert at the start. Also colour grading as it can really help a scene to make the colours within it pop and make it more pleasing to the eye to see this can be seen within my advert as well by making scenes warmer to show off the warmth of the coffee and what it would feel like to have coffee. I also used colour grading in the starting scenes in the woods to make the leaves and nature around pop and make it seem more vibrant and pleasing. I also learned more about graphics in this production as i learned more on how to change fonts add shadows and changing sizes and the positioning this can be seen in my advert with the texts in my social media ad and also my 30 second on with there slogan being present having graphics and titles helps the advert as a whole anyway as it allows you to gain a better understanding of the product but also makes it look and feel more professional. In my 10 second social media advert I changed lots of things such as the timings of the clips such as the first one is slow down into slow-mo allowing the audience to see the coffee and all the details but then for the rest of the clips i speed them up so you still get the message and see that coffee but so the advert is quicker but overall changes the overall pace of the ad starting with a slow pace then a quick pace. The music which i have used matches the pace of the advert as its slow at the start then goes fast pace and up beat when it changes shot i have also matched the music in my 30 second advert to go along with the transitions of the shots so each time the beat high-tens the shot changes which can be seen very clearly at the start with the dip to black transition and the straight cuts i have done this to create tension before you see the product and i think it different to other adverts as i have not seen it been used before in ads , It also allows the audience to know when the shot will change. Within both adverts i had to change the setting of the shots it self so that i could match up the coffee cups so it creates the effect of the cup staying in one place but the background moving this was done by turning down the opacity of the clip and layering it over the top of the first clip so that i can match the positioning of it and so on for the other clips. When it came down to trimming the clips I tried to trim them in the way so you could also see the background changing but also seeing the coffee cup filling up. Overall some of the skills which I was able to apply to the production was by my camera knowledge by adding in different shots and angles to make the final product look and feel more realistic this skill has been gained over a few years of learning and finding out new shots and angles but something which could of been added would of been a shot at the end of are main character drinking the drink and feeling refreshed. Other things which went well was the editing as I feel like i was able to add in the correct shots which fit the most as we had lots of footage and was able to narrow it down to only a few but was a little rushed as i had a lot of shots to get rid of so for this I would next time add/ schedule more time for editing so i can get more shots in. The pre-production went really well as i was able to get the paper work done well and on time but i would also try and make more time for the storyboards and try and follow them more as we did trail off from them a bit meaning we missed important shots to improve on this next time i would try to make sure we have the storyboard on hand so that we can follow it more. The project as a whole went really well as there was not any points where we made big mistakes or had to extend the shooting days or the pre-production parts ,the editing was a little bumpy at the start as some of my edits did just randomly delete themselves but i just made a new one and carried on i feel like i am getting better with my editing but there is also many other ways that i can improve it and thats by workshops and also research and watching videos online.
Action plan and behind the scenes
