Requirements for Production

"Entertain, but also, give the viewer something to think about" - Abhijit Naskar

The Pre-Production Process
Pre-Production, which mainly involves research and planning. It is the vital starting point for a successful production. DepicT! is a short film competition that has been challenging amateur filmmakers to create 90 second short masterpieces. In our case, the successful creation of a 90 second short for the DepicT! contest depends on research of locations, materials and personnel. Pre-Production paperwork ensures that creative planning has taken place, with legal paperwork such as talent releases or location recces, once this paperwork has been completed, the production can be continued.

Types of Moving Image Productions
In today's society, there are many different types of moving image production, with each one requiring a different method of distribution. One of the main media forms produced in our society is movies/films. Usually, these are mass productions, with large production companies such as 'Warner Bros' or 'Walt Disney Studios' creating pieces to be released internationally in cinemas, eventually moving to DVD and Blu-Ray. A movies exposure to the public is based on aspects such as how big/well-known the production company is, to how popular the talent featured in the film is. For example, Avengers: Endgame a film released in 2019 by 'Walt Disney Studios' became the highest grossing film of all time, with a worldwide gross of $2,797,800,564. This is believed to be a majorly popular movie because it entails the story of the popular Marvel Universe, therefore intriguing more viewers as the plot-line and characters are already popular from previous motion pictures.

Highest-grossing films of all time

The biggest distribution method for documentaries, soaps and dramas is Mainstream TV. Television is divided into many different programs, in the UK particularly, with the most popular being Channel 4, BBC One and ITV. (YouGov, 2018). Many TV networks such as 'The British Broadcasting Corporation' (BBC) and International Television (ITV) have produced spin-off channels, usually dedicated to more diverse programming and catch-up purposes (BBC+1/ITV+1) Nationally, the most watched program of all time (excluding news events and sport) is 'EastEnders' drawing in 30 million viewers on Christmas Day in 1986. (Broadcasters' Audience Research Board, BARB)

Most watched TV programs

Funding:
In the film industry, of course, proper funding is needed.The bigger the film (for example, films produced like Marvel) are obviously going to have many big companies liking to invest in their product, to have their product featured. To begin a film, the director would go to a company and pitch their idea, depending on whether people wanted to make the film, would depend on the idea, and its potential for success. The funding for big movies is usually obbtained through big conglomerates, for example, the late 90s Spider-man movie was funded by Sony.

Sony Funding

Another example of funding is Self-funding. Directors who may be just starting in the world of film may use projects such as kickstarter to raise people's interests This is where directors will ask the public to help out, in return giving back when the film is produced. An old example of self-funding is Orson Welles 1939 creation of Shakespeare's 'Othello.' Because Orson was just starting out in his career, he took to using his own money to sort his production out. When he ran out of money, he took to acting jobs to refill his bank account to get the film funded and ready to go.

1939 'Othello' by Orson Welles

Another key source of funding in the UK is the British Film Industry lottery fund. The BFI uses National Lottery funds to develop and support original UK filmmakers and films, and to increase the audiences who can enjoy them. We seek to reflect the public in the films we support, the audiences who watch them, and the filmmakers, actors and crews who make them.

Requirements:
Many films have multiple requirements that money is needed to fulfill. For example, the basics like camera equipment and props, through to actors and even crew. In professional film making, companies and directors look for the best equipment possible, to make the film look as good as possible, however, some low-budget films such as the blair witch project would not use expensive materials, instead offering to use old home-style cameras instead.

Our requirements included lighting, thankfully this was already owned by the college, so we used LED boards to help create a party atmosphere, we needed costumes, which were already owned by the actors in my group. As a very low budget piece, rather like the Blair Witch project, we made do with what facilities we already had available to us around the college.

The Blair Witch Project makers.

Personnel:
In our short piece, not too many of us were needed, as there was no massive production effort needed for success. The three of us in the group decided to double as both talent and crew, so anybody who wasn't in the scene being shot, was either helping out as a director, or working the camera. Big budget films such as 2015 release 'Jurassic World' require many extra talents, and will often put out open calls on social media to fill these roles.

Jurassic World extras.

 Many different roles behind camera are essential such as director & assistant director, hair and makeup designers, costume designers, editors, riggers. etc. The director can be argued to be the most important of these roles, as they are tasked with the overall running of how the shot is imagined in their mind. However, their job is impossible without help from lighting and sound directors, even camera operators. One of the most famous directors in the world today is Steven Spielberg. He has worked on many different A-list films including: Indiana Jones, Jurassic Park and even E.T The Extra-Terrestrial.

Examples of movies Steven Spielberg has directed.

Time:
We were given our task by depict to create a short 90 second piece, so this is what we had to fill. Our pre-production paperwork was completed in a month, for then which we had two weeks to film and edit our entries. Missing a deadline in the film industry can snowball into an absolute disaster, so it was essential that we stuck to this timeframe, which I believe we did successfully. I managed to complete most of the pre-production paperwork by myself, in the short time that we had.

Location:
Two of the main pieces of pre-production paperwork were about location. The location release forms required signatures from people who owned them, fortunately we decided on locations inside the college, so the only signatures we required were from the teachers who owned the classroom. We decided to film in room W16, which is owned by the media department. The best thing about this room, was that it already housed LED lighting, which was great for us to set up a party atmosphere. However, a problem we encountered was that we weren't the only group who needed this specific room, so we did lose some shooting sessions to free up the room for other groups in our class.

Example of a location recce.

Materials:
Many productions require many different materials to succeed, such as research into a specific topic. For example, 2019 release 'JoJo Rabbit' whilst seen as a comedy, is also set in war times of 1940, so much research was needed to find out details such as costumes or historically accurate atmospheres of these times. Another load of materials that are essential for a production is sound. As a small local production, we could not afford copyright laws for popular music, so had to settle on royalty free music obtained through a website called "incompetech". Many big films may have their own composer to create the music for them, such as John Williams for major releases such as Star Wars or Jurassic Park.

Legal Issues:
When using certain materials in a media production, there are legal considerations which should be thought about in terms of whether or not those materials are legally allowed to be used in your product., Copyright should always be strongly thought about and looked into. In terms of how copyright personally affected our production forour short depict entry, the only time it was relevant was when it came to the music we decided to use for the background of our film. the music we used from incompetech was royalty free, meaning we did not have to spend any money on purchasing a license for the song. However, in order for us to legally be able to use this material in our film for free, we did have to credit the website in which we got our sound.

Regulations:
The office of communications, or as its more commonly known, OFCOM, focus on regulations of films, and can recieve complaints from people who believe productions are breaking regulations, such as being harmful to children, or combating the abuse of minorities or the handling of sensitive subjects. Our short piece, as it was a local filmed comedy, needed to be fair treating of all individuals, which I believe we handled successfully.

Trade Unions and Trade Associations:
Trade associations are defined as organisations which do not profit from their actions, they act as a member representation service, and they put forward common interests or focus on their collective view into industry led trades such as the film industry.

Many people in the UK are part of a trade union. A local definition of a trade union is: 'a group of employees who stand together to create/fight for better conditions of employment.' They are important to help anybody take legal action against anybody who violate their rights as employees of a business or wider industry.

Evaluation of College Video First Cut

"If it can be written, or thought, it can be filmed." - Stanley Kubrick

Content/mise en scene:

My corporate video begins with a black screen. after a beat, a small title card in the lower third of the screen alerts the viewer that the video is about the performing arts department at East Norfolk. After another beat, the video fades up to a sped up shot simulating somebody walking into the studio. The shot slows to normal speed as soon as the camera enters the drama lesson.

Title Card

Most of the following shots either depict the Drama lessons in Room W7, the Dance lessons and the Music Concert in Room W4. In one of the shots, it is a static of the teacher talking to the class. There is a chair in shot with a scarf on it, which, in my eyes, detracts from the shot, so to improve, I would take this shot out and replace it.

Chair disrupting mise-en-scene

Another disruption in the mise-en-scene is a coat lying on the floor in the background of one of the drama room shots. Because it is in the background, it is not too drastic, however it is still poisoning the shot, and I believe that specific shot would be better without it.

Coat disrupting mise-en-scene

Another similar shot with this background mise-en-scene being disrupted happens in one of the dance shots. There is a visible coat and water bottle in the background which again ruins the shot. I again believe this shot would be better without this.

Coat and Bottle disrupting mise-en-scene

In conclusion, I need to focus more on mise-en-scene, as many shots are interrupted by unnecessary items in the background, making sure that I clear the scene before I start shooting, so I only catch the subject area I desire.

Camerawork:

There is a variety of different shot types and angles in my first cut, some are done really effectively, others I would say need improvement.

One of the first shots I really like for the camerawork is the shot that begins at about 00:15. The shot depicts a group of students huddled together talking, whilst the camera makes a very slow crab around them. It is a very subtle camera movement, and with the added lens flare in post-production, I'd say the shot works really well. It portrays a nice feeling of teamwork, and in my chosen subject area, that is essential. The shot is ended with a Gaussian blur into the next. The shot is effective because it keeps the viewer's attention. They aren't bored by normal static shots, as the crabbing motion draws them in to see where the camera ends up.

Slow crabbing action with Lens Flare (The original isn't blurry, that's just my PC)

Another shot that shows nice camerawork is the shot that begins at 00:21. The shot is a nice vague shot of people in the drama classroom. However, it is shot from a low angle. Lower angles in films and TV are usually used to indicate power, so from this shot we can infer that Drama gives you a sense of power and belonging. The shot is also a very nice crab to the left. The shot has a quick moving motion, which was successfully attained using a slider. A slider is a piece of equipment that allows you to mount your camera, to then move fluidly horizontally. The shot quickly moves from right to left, showing a nice portrayal of students listening to a figure off screen.

Crab from right to left using a slider.

Editing and use of post-production effects:

Sound:

Graphics:

Rebranding a Product script

REBRANDING

CHANGE
Unilever have been serving the UK for well over a century, and they say that their main goal is to meet everyday needs for nutrition, home hygiene and personal care, with brands that help people look and feel good. They aim to assist the brands they own, making them more environmentally friendly, giving a more positive social impact.

CHANGE
Unilever owns many different large brands, with a focus on brands that constantly strive to become represented in households across the nation. Products such as Ben and Jerry's or Dove shampoo. as you have hopefully seen, I have decided to focus on the product of Marmite

CHANGE
Marmite is a well renowned British spread produced by Unilever, made from concentrated yeast extract, which is produced from excess brewed beer. It was created originally in 1902 in a small factory in Burton-On-Trent, where it is still made today.

CHANGE
The primary demographic for Marmite products is Working Class individuals. They usually have the income support of the family around them, as Marmite is a homely brand. The secondary demographic for Marmite products is Young People. Their pre-existing advertising is aimed at younger people, whilst pandering to the whims of comedy in youth.

The primary Psychographic for Marmite is Mainstreamers. These are people who value the family brands, and focus on brands that are "the latest trends" Reformers would be the secondary psychographic for Marmite They focus on smaller, less liked brands. Marmite's campaign of "Love it or Hate it" would draw in these reformers, and favour brands of natural simplicity. (100% vegan would fall under this category)

CHANGE
Marmite's existing campaign focuses on trying to convert 'Marmite haters into lovers', and their advertising is all focused on their new idea of mind control. The advert focuses on how people who hate Marmite can be hypnotised to love the healthier alternative breakfast spread to products such as Nutella. This sticks with a comedy aspect, particularly their TV advert as it kind of humiliates the "actors" as the acting is so over the top.

CHANGE
The brand received an overwhelming response from audiences, with over 3000 people willing to be hypnotised. 10 lucky Marmite haters were chosen, and 8 of them ended the experiment having their minds changed. This response from audiences shows how successful Marmite's advertising campaign was, and therefore helps them spread their message of trying to get people to take the healthier alternative.

CHANGE
However, their advertisements are known to be quite controversial, and they received over 500 complaints because of their "end Marmite neglect" campaign which started in August 2013. Marmite's "neglect" campaign first aired on Wednesday 7th August 2013 during an episode of coronation street on ITV. After some research, I have found information which leads to suggest how much Marmite actually paid to distribute their advert. This chart shows how much it costs to advertise at specific times and as we can see here, Marmite would have paid approximately £50,000 to promote their product during coronation street.

CHANGE
My main idea is to change my target audience by making Marmite seem more luxury in my advert. I want to adapt my advert so it appeals to the demographic of the Upper Class, as Marmite is an acquired taste that I want to reach out to higher classes. My changed psychographic will be succeeders, these are people who only look for the best brands, they have a high work ethic, so by making Marmite seem more luxury, it appeals more to them more motivated people.

CHANGE
When we think of upper class, we think of a more luxurious lifestyle, so:

CHANGE
The content of my advert will be set as a posh dinner party. I want to make it seem extremely luxurious, with many rich/extravagant people around the table. I want a "main course" to be brought out under a cloche and placed in the centre of the table. I want the cloche to be hiding two Marmite jars. A golden luxurious one, and a regular Marmite jar, surrounded by crumpets. Silence falls on the dinner guests as the host tries the Marmite.

CHANGE
This chart shows viewing figures for TV based on age. As we can see, the line which shows us the longest amount of viewing hours over the years belongs to the over 65 age group. Programs on ITV such as Loose Women are known to be relatively sophisticated, and are usually aimed at the adult to older generation. This therefore would lead to me advertising during these times, as my target audience are the most likely to be watching at this specific time.

CHANGE
I want my advertisement to also focus on nutritional value of Marmite. Marmite classifies themselves as an alternative spread to use. As we can see, marmite is good as it is low in sugars, with only 0.6g of sugar per serving, whereas products like nutella contains 8.5g of sugar per serving. I also need to however focus on the negative concerns such as the high salt content, as so to conform to: The BCAP code...

CHANGE
The BCAP code applies to all adverts and is licensed by Ofcom. It is designed to inform advertisers and broadcasters of the standards expected in the content and scheduling of broadcast advertisements and to protect consumers. The different sections focus on different aspects of advertisements, such as financial products, or in my focus, food and nutrition.

CHANGE
So, as previously said, I need to highlight the nutritional value of marmite and the contrast of high salt content, as to conform to section 13 of the code. It states that adverts must avoid anything condoning poor nutritional habits, so to do this I need to make sure that no excessive eating is shown, therefore keeping my advert safe under the code.

CHANGE
And yeah, thats pretty much it, thank you, any questions?

How to Guide for preparing materials for editing

Unilever TV Advert Analysis

"The enemy of art is the absence of limitations" - Alfred Hitchcock

The television advertisement I have decided to focus on is the Unilever product of Ben and Jerry's ice cream. The advert was first created in 2016, and aired all around Europe. The animated advert has clearly been designed to highlight a new product the company has created, that of the new 'Wich range that focuses on making new ice cream sandwiches out of their previously popular ice cream flavours such as 'Cookie Dough' as seen in the advertisement.

Ben and Jerry's target audience varies massively, from young people to older people who are young at heart. We would say that the primary demographic for this specific product may be aimed at younger people. The fun lighthearted nature of the animated dancing cow is usually geared towards younger target audiences, who are likely to find the advert fun, therefore getting the advert the exposure it needs. The secondary demographic would be probably middle aged people, possibly parents of young children. This is because they are more likely to be actually buying the product (albeit for someone else) so it highlights key information that the buyer may want to know.

Because of the vast target audience the company have set out to reach, we can argue that the primary psychographic of this advert is 'Aspirers'. Aspirers are usually materialistic people, focused on their self-image and the latest fashions. They are usually youthful people whose brand choice reflect their self values. They seek status, so will usually go for the higher brands. With Ben and Jerry's being a mainstream brand, they are the most likely to go for that choice. The secondary psychographic would be defined as the 'Succeeders'. Succeeders are people with strong, confident work ethics. They are confident and have high aims. Their brand choice is based on self-reward and prestige. They usually only focus on the best brands. Therefore making Ben and Jerry's the obvious choice, rather than opposing brands such as 'Haagen Dazs' or 'Dreyer's'

According to the Broadcast Audience Research Board, around the time the advert was released (29th Feb 2016) the most watched channel on TV was BBC1.  Because of how prolific Ben and Jerry's is, it is likely they were able to advertise in peak times, therefore gaining major exposure to 40000+ people in a week. Because of the product the advert is portraying - this being of course, ice cream. - it is more likely that this advert was posted around tea time programming, so around channels such as 'The Chase' on ITV, or any other teatime entertainment shows, as people are more likely settling down for their evening meal, so this advert tempts them with the thought of a new nice dessert.

Viewing Figures for 29/02/16 - 06/03/16

Average "tea time TV"

To attain the humorous side of the advert with a dancing cow, the marketers decided to create an animated advert. This allows them more freedom to create comedy/draw people in as with certain ability, they can animate things that might not be possible to do in real life, such as get a dancing cow. It is a stand-alone advert, which means it doesn't follow a series of any kind. However, we can argue that some sort of mini-series can form, there is no continuous narrative, yet the same animation style, characters and music is used for each advert, therefore linking them all, without telling a specific story. They focus their efforts on the different varieties of products, rather than the character of the cow/narrative that could be told.

Cinnamon Buns Advert with Cow Mascot

'Core' Advert with Cow Mascot

The advert creates its own dilemma, and states that they want to make Ben & Jerry's 'Cookie Dough' even "Cookier". Their solution is to obviously create the new 'Wich range. By creating its own dilemma, it therefore created its own solution to a problem. There is also humour involved, as the narration over the soundtrack states they're also introducing "This little son of a- 'Wich" playing on adult humour and contorting a swear word which maybe younger audiences wouldn't understand, hence why the secondary demographic would be middle aged/older people.

The messaging is extremely overt, as the product is clearly advertised, with constant branding on the logo, and a sign at the end of the advert drops down with the Ben & Jerry's logo, therefore giving off the clear message that they want you to try their new product.

Product Placement

AIDA is an acronym commonly used in marketing to describe the stages of purchase of a product, so initially getting a reaction from the consumer, to when the consumer makes the executive decision to buy or try the product. AIDA stands for:
A- Attract ATTENTION
I- Arouse INTEREST
D- Stimulate DESIRE
A- Promote ACTION
To first gain the consumer's attention, the advert needs to be visually loud and appealing. Ben & Jerry's is successful at this, particularly the bright colours. The instant zoom in at the beginning of the advert into a shallow depth of field fence shows just how innovative the camera work is. Suddenly the cow mascot pops up into frame and invited the audience into the field by flinging open the fence. This makes the consumer feel welcomed into the advert, and intrigues them into what the 'mascot' is so excited to show them, therefore also arousing interest.

Advert beginning

"At Ben & Jerry's, we're always looking for ways to top YOUR favourite flavours" This blatant attempt at twisting the audiences opinions, with the use of commanding language like "Your Flavours". This therefore stimulates desire, as it convinces the consumer that the product is their favourite, and they must try the new addition, as Ben & Jerry's insinuates it is 'better' than what the consumer is used to.

The advert states how the product is 'completely new', this therefore promotes action as it makes the consumer believe they will be one of the first to try this new 'amazing product'. One way it also promotes action is through the use of the 'Fairtrade Logo' constantly in the background of the shot. Fairtrade is when fair prices are paid to the producers, and companies are able to provide workers with a stable income that can improve their lives. Fairtrade aims to benefit small-scale farmers and workers through trade – this helps them to maintain their livelihoods and reach their potential. Knowing that buying this product will help people like small scale farmers, people believe it is their duty to buy it.

Fairtrade Logo

The advert starts with "At Ben & Jerry's, we're always looking for ways to top YOUR favourite flavours". This tells us that their new product being advertised is automatically (in the company's view) better than what they already have. by "making it even 'cookier', with so many chunks & Fairtrade ingredients, we’re pretty much out of room!" The advert overplays how good the product is for things like Fairtrade ingredients, whereas competition like Haagen Dazs doesn't. Ben and Jerry's being a major product in society, uses its popularity to focus on how people see it, the animated style, the focus on fairtrade. If you showed a picture of the animated cow to somebody, it would be guaranteed recognised by that person. The brand is just that popular, and thrives on this.

Rebranding Presentation

Photoshop trial

Attempt 1

Attempt 2

I prefer attempt 2

Pre-production paperwork

Talent Releases

Who are Unilever?

"If my drama makes one more person miserable, I've done my job" - Woody Allen

Unilever have been serving the UK for well over a century, and they say that their main goal is to meet everyday needs for nutrition, home hygiene and personal care, with brands that help people look and feel good.

With annual sales of around €2 billion, they ensure the trust between their business and the consumers who buy their products. They also focus on contributing in a careful way to society, with over £8 million going to local projects in the UK.

Unilever have a vision to grow their business, while decoupling their environmental footprint from their growth and positive social impact. The Unilever Sustainable Living Plan launched in 2010, laying the blueprint for achieving the strategy of sustainability.

On any day, 2.5 billion people use Unilever products to look good, feel good and get more out of life.

When consumers reach for nutritionally balanced foods or indulgent ice creams, affordable soaps that combat disease, luxurious shampoos or everyday household care products, there’s a good chance the brand they pick is one of Unilever's. Seven out of every ten households around the world contain at least one Unilever product, and their range of world-leading, household-name brands includes Lipton, Knorr, Dove, Axe, Hellmann’s and Ben & Jerry's.

On the website, they state that they "Conducting our operations with integrity and with respect for the many people, organisations and environments our business touches has always been at the heart of our corporate responsibility."¹

Links: 
1: https://www.unilever.co.uk/about/who-we-are/purpose-and-principles/

Old Spice - Case Study

"If it can be written or thought, it can be filmed" - Stanley Kubrick

Old spice adverts present the products of aftershave, cologne and even body wash. Old spice was invented in 1937, an American brand of male grooming products, described by the company themselves as having a target audience of young guys between the ages of 12 to 34, however, in recent times, we would argue that this age range has now changed to older, more mature men. This could be because of the simple name of "old spice" so it doesn't appeal to younger demographics, however we could blame the decline in younger people's interest on other competitive leading brands such as Lynx, as they have a wider range of products that seem to be more appealing to younger audiences.

Old spice is definitely aimed at men, particularly in their advertising, from old to new. Old adverts use language such as "for Dad" or "Gentlemen's", and newer, more recent advertising uses words such as "Your shower gel should smell of jet fighters and punching", or "manhood".

One particular television advert tries to twist their audience a bit, focusing on the psychographic audience instead. The advert, featuring Isaiah Mustafa in the starring role, uses language that addresses ladies instead, telling them the benefits of "their man" smelling like him. This use of sexual appeal gets the attention of particularly female viewers, therefore increasing the exposure of the product of Old Spice.

Recent old spice advert

Depict Evaluation

Assignment one for BTEC Media gave us the instructions to create a short 90 second film for the DepicT! contest. Depict is an international short film competition that challenges filmmakers to create 90 second masterpieces. Our focus was on the creation and maintenance of pre-production paperwork including a production schedule, releases for location and talent, budgeting and recces for locations of filming.

We were quickly placed into small groups and given ample time to brainstorm our ideas. Our decision came to an initial idea of a policeman busting a criminal gang at a party. We always wanted to focus on creating a comedic piece, so we decided on creating a goofy protagonist with over-exaggerated features. We researched previous depict entries with a comedic theme, and found that the entries with the comedy theme all shared the same common feature of no spoken dialogue. With clever acting or smart editing techniques, we decided to focus more on features like subtitles/visuals to create a successful, funny piece.

As previously mentioned, our main focus for this contributive assignment was the pre-production process, and the things that go into creating a successful piece of film. The initial requirement we decided to fulfill was a storyboard and a shot list. The shot list is a document that outlines essentially what happens in each shot. It gives space to explore which types of shot can be used, including angles such as canted or low. The storyboard goes hand in hand with the shot list, as it is small illustrations that show a general sense of what is happening in the scene. Again this gives space to explore shot types and angles, but also gives the opportunity to explore dialogue (which we decided was not necessary)

Storyboard

The next piece of pre-production paperwork we filled in was releases and recces for location. These required signatures from owners of the property we needed, (i.e. The teacher who occupied the room we decided to film in) because we decided to film in a media room in college, we just needed a signature from our media teacher, and we were good to go.

One major piece of paperwork we needed to complete was a production schedule. This shows what needed to be completed in a specific time frame that was set, rather like a diary or a calendar. The production schedule allowed us to fully stick to a linear plan, and allowed us to be a bit more lenient on our working, as our timing was set out perfectly.

With a few minor adjustments to our plan, because of issues we ran into for location, our planning was pretty close to our final product. The reason our location changed is because in the times documented on our production schedule, the room we decided to get a release for wasn't available when we needed it. Therefore, we needed to get permission to use a different room that was free in the same timing, which we managed with relative ease. Another change we made from our planning was the use of dialogue in our piece. We originally agreed on diagetic sound, which is sound that we can see where it's coming from (such as seeing someone talking on screen) however due to messes with location, and not being able to handle getting equipment, we changed this idea to no dialogue, and decided on subtitles instead. Using subtitles, it was harder to convey emotion, but we still managed to produce this relatively well.

The most successful part of our production was the completion of the pre-production paperwork. I managed to complete most of the pre-production paperwork to a professional level, then completing recces and location releases with signatures was helped by the rest of my group. It was done with effectiveness and ease, which therefore makes it the best aspect of the production in my opinion.

If my group were given the opportunity to do this project again, the main aspect I would specifically like to change is the sound. Although the subtitles work well, our original plan was for diegetic sound, and I believe this would have enhanced our piece a lot.

Another thing I would change is the talent used. I wouldn't change our talent, I would believe that our piece would have been more effective with more people on set/in character. as it was meant to be a party set-up, with just two people this was not as evidently clear as we would have liked it to be.

Overall, I really enjoyed this depict challenge, and I would do it all again in a heartbeat.

Pre-production paperwork

TV advert analysis

"Anytime you're away from filming, it messes with your head" - Jennifer Lawrence

The advert we decided to analyse briefly was the most recent Warburtons advert which highlights their new bagel range. It stars Hollywood film actor Robert de Niro and is a parody of his famous starring role in the 1990 crime film ‘Goodfellas’.

For this main reason, I would say the primary demographic is mostly middle-aged men. I say this because usually we would associate crime and drama films with a lot of high paced action would be stereotyped to the male demographic and the use of a major star in this field in Robert de Niro really sells the product/advert to the audience. We could argue that the primary psychographic for this advert is mainstreamers. These are usually domestic or orthodox people who prefer value for money rather than unnecessarily splashing out the cash on a more expensive brand. They usually focus on the ‘latest trends and brands’ and with a clear preference for the household family brand. Warburtons is a highly valued brand in society, with its sales reaching approximately £20.7m pre-tax profit in 2018 (Warburtons UK, 2019) therefore making it a mainstream brand.

The secondary demographic I would say is anybody in middle class. I say this because usually we stereotype bagels as a middle-class snack and would usually think of bagels being very American or extremely stylised. We could argue that the secondary psychographic for this advertisement is `Succeeders’. Usually this audience have high aims, a strong worth ethic and they base their brand choice on their prestige, so they only pick the best brands. Therefore becoming a secondary psychographic for the extremely successful brand of Warburtons.

Editing Techniques Assignment

"We don't make movies to make money, we make money to make more movies" - Walt Disney

This assignment required us to successfully edit together a music video, using professionally shot footage and audio from the hit song "Believer" by Imagine Dragons, using a range of editing techniques that we deemed suitable for us during our editing.

The first technique my partner and I decided to explore was the creation of a MULTI-CAMERA SEQUENCE with audio synchronisation. As all of our footage was prepared for us, all we had to do, was select all files with audio, including the master file of the entire song, then right click to create a multi-camera sequence. We were then given the option to name our sequence, which we called it "Multi Master". By selecting sync to audio, we were able to use Premiere Pro to synchronise all of the clips we selected by the audio that was in them, therefore creating the multi-camera sequence. Then, by pressing play, we could select different cameras we wanted to cut to at specific moments (shown in the screenshots below). So, when the track was played through, the camera would cut to a new image that we had selected, creating a sequence that is completely synchronised with the audio.

Creating a Multi-Camera Source Sequence

Multi-Camera Sequence

We next added a FADE-UP to the start of the piece. We did this because we wanted to ease the video in. So, by using the pen tool, we can add a key-frame at the start of the clip, and another one just a bit further down the line, by using the pen tool on the opacity line. By dragging the first key-frame down, we can alter the opacity level, so its creates a gradual increase in opacity from 0% to 100%, therefore creating a successful 'fade-up' effect.

Fade-Up created with Pen Tool

Another key aspect of editing we explored was MARKERS. They indicate important points in time and help you position and arrange clips. You can use a marker to identify an important action or sound in a sequence or clip. For example, in the song 'Believer' which we have edited, to insert a specific clip on the word "Pain" we used markers on the timeline to be able to put this clip in. By using the (M) key whilst playing the sequence, we insert markers. Another feature of markers that allowed us to line up the clips was the fact that we could actually set markers on individual clips. So, in a clip where Dan, the lead vocalist gets punched in the face, we could set a marker at the exact moment he gets hit, and then line it up with the lyric "Pain" in the actual sequence.

Markers

Lined-Up Markers

Another feature we can explore with markers is adding multiple clips at once. By going into our footage bins and selecting the clips we want, we can then AUTOMATE THESE CLIPS TO THE SEQUENCE. We get the option when automating to sequence to place the selected clips at unnumbered markers (which we have set using the (M) key). We can also choose whether the clips get placed on the sequence in the order we sorted them in the bins, or the order we selected them when automating to sequence. This is a quicker way of adding multiple clips at specifically chosen points in our timeline.

Automating to Sequence

The next feature of Adobe Premiere Pro we explored was different types of transitions between clips. Particularly the DISSOLVE. To create a dissolve, by right clicking in the gap between two clips, we get the option to 'add default transitions'. By doing this, we add a quick dissolve to our clips, which creates a sort of fade in - fade out effect, where the first clip merges into the second, eventually "dissolving" away.

Dissolve

A fun feature to explore when messing around with clips in Premiere Pro is TIME MANIPULATION.  This is as simple as it sounds, and allows us to mess with the idea of the speed of the clip / duration. To do this, by right clicking on our selected clip, we get the option of Clip > Speed/Duration. This allows us to control how fast or slow we want our specific clip to be. The lower the percentage, the slower the clip becomes. We also get the option to reverse the clip, which ends up playing it backwards, which is a really cool feature to play around with, particularly when we were editing clips of the band. We used our time manipulation on the guitarist, as he turns, we slowed the clip down, adding a really nice slow-mo effect.

Time Manipulation

Another interesting feature of Adobe Premiere Pro is the availability of the COLOUR MANIPULATION WORKSPACE, which allows us to change/alter specific colours in a certain clip. For example, we can change the temperature of a specific clip, which changes how orange/blue a clip looks (imitating hot and cold) or by using the COLOUR LUT (Look-up Table) we can differentiate between different colors in the sequence, and create a façade of colours that can change the clip and make it look artificial/fake.

Colour Workspace

Colour LUT

The RIPPLE EDIT TOOL involves moving an edit point and causing the rest of the timeline to move the same amount to compensate. To perform a ripple edit, select the ripple edit tool from the tool panel. Position the mouse at the edit point in the timeline and drag left or right. It closes gaps between each edit, and we used it on clips on track two, like the boxing scenes and the clips of Dan in the chair.

Ripple edit tool

One of the final techniques we needed to use was RENDERING. Video rendering is the process by which a computer processes information from a coded data source and uses that information to produce and display an image. By rendering, we can assure our content remains smooth and fluid when played back. To render the entire timeline, all we had to do was push the [ENTER] key, which rendered our entire sequence. This allows us to fine tune our video, and show a crisper, cleaner image.

Rendering

The last technique we decided to explore was COLOUR CURVES. Curves allow you to apply natural or unnatural adjustments to the brightness and colour of your clips. The traditional curve we explored was an "S-Curve", this allowed us to increase our contrast subtly without changing/compressing the overall brightness/grain of the shot.

Curves

Changing contrast with curves

Premiere Pro and it's wide range of editing structures and techniques allow us to create a smooth and clear music video, exploring techniques which can dramatically alter our footage to make our adaptation of a professional music video look successful and unique.

Analysis of a Continuity Sequence (Sean O)

"Cinema is the matter of what's in the frame and whats out" - Martin Scorsese

Unfortunately, I was absent for this task, therefore I will be analysing a different group's piece.

This task was all about continuity, and creating a sequence that successfully highlighted different editing styles and shot types. The continuity system of editing aims to prevent the audience from becoming disassociated with the film they are watching, so it presents the scene so that the editing is "invisible" and the audience isn't distracted by jumps or random cuts in the middle of the scene. types to make a short clip. 

This sequence begins with a normal cut, (00:00) when usually we would start our sequences with a fade up. This was simply due to time constraints, and the group informed me that if they had more time, a fade up would be added to the beginning of the sequence. This first shot is an establishing shot, as it sets the scene. We see in the scene a doorway leading out to a car park. We assume that someone will soon walk into frame and either in or out of these doors, which does happen. The camera angle is normal, and as we can see most of the doorway, and then most of the person walking through it. I would class this as a medium shot. I would say this is quite a successful shot, as it clearly establishes the tone for the sequence, with the jolly soundtrack and the fast paced walker, we can clearly see that this will soon become a piece of comedy.

Establishing Shot

In the next shot, we cut to a wide view, (00:03) this is a nice match on action, as it captures the moment the character walks out of the door in the first shot, and continues it in this shot. For the first time, we get some camera movement, as the camera pans to follow the character from right to left as he walks through the shot. The camera remains at a normal level which suggests normality and innocence in the scene. This again is a successful shot, however the pan from right to left isn't as smooth as it could have been, so for next time to improve, I would try and make sure the panning movement is done a bit smoother.

Wide Shot

With another cut, (00:10) we get yet another match on action as the character reaches for the handle to the car, we get a close up of this action, from a higher angle than usual. With natural outdoor lighting, the exposure of the shot is done quite well, and highlights how our knowledge on using a camera.

Close Up (outside)

With yet another simple cut, and another successful match on action, (00:12) we get a high shot of the character getting into the car from inside the car itself. The mise-en-scene is quite bad however, as there is a bit of clutter in the shot, such as the object on the passenger seat which could distract from the character himself. The exposure has been dealt with quite well, and the camera is static. Therefore, to improve next time, I would think about what is in the actual scene, and remove anything irrelevant that may distract from the main action.

Close Up (inside)

As soon as the character sits down, we get another match on action cut to a wide shot, (00:13) which shows the car disappearing, being replaced by a single plastic chair. This match on action however was less successful for two reasons. Firstly, the characters hands and legs are in different positions to the previous shot, to improve this next time, we would have to make sure everything matching is the same. Also, the match isn't quite perfect, as in the previous shot, the character had already sat down, but when it cuts, outside, we see the character sit down again, so by using the ripple tool in Adobe Premier Pro in post-production, next time the action can be perfectly matched to the previous shot. I also believe this shot goes on for too long, as we are watching the confusion on the characters face for what seems like just a bit too long, on the other hand, this highlights the fact that the piece is a comedy, and allows us to revel in the moment. To improve this, I would maybe make this shot a bit shorter, and cut straight to a closeup of the characters face, so we get a reaction shot.

Wide Reaction Shot

With no inventive editing style, we get another cut to a closer reaction. (00:18) This match on action is successful, as we see the chair spin match the previous shot. The reaction to the disappearing car continues, with the character wildly looking around. To improve this shot, I would maybe take the camera even closer to the character, to highlight the facial reaction given.

Closer Reaction Shot

Adding another boring cut to the list, we finally get a close up reaction shot of the character. (00:23) In my opinion, this is not perfect, as it is a failed match on action, as in the previous shot when the character was looking in a different direction. However, this close reaction shot is perfectly fine as we finally get the culmination to the madness and disaster the character has experienced. To improve this scene, I would maybe re-shoot it without the explicit dialogue, as the ending to the sequence cuts perfectly before the character can finish swearing, highlighting for comedic effect. I believe however it is slightly dampened as the character has already sworn previously in this shot, so it kind of takes away from the comedy of the dialogue.

Culminating Close Up Reaction

At (00:26) we get another simplistic sudden cut to classroom door, and mirroring the first shot, the character walks into the scene from out of frame, and proceeds through the door.