Showing posts with label C. Assignment 2: TV Adverts. Show all posts
Showing posts with label C. Assignment 2: TV Adverts. Show all posts

Thursday, 4 February 2016

Editing: History and Development

                                                       >>>>>>>>> Clip Here!<<<<<<<<<
                                                                         (15:56 - 21:11)



In 1908 D.W Griffith directed a film called "For the love of gold" which featured the first ever continuity cut. Griffiths then realized that emotion could be portrayed through different camera angles and he pace of editing as it isn't all down to just the actors. Griffith was also given the credit for the narrative of a film, the production of the first American feature film and the discovery of the close-up. "The Birth of a Nation" is the first feature length film directed by D.W Griffith which included many camera techniques such as long shots, still shots, cross cuts and panning shots. There was also a mistake that turned out to be a massive discovery found by George Melies where the camera was filming a bus and suddenly camera jammed for a couple of minutes, once it started to record again the bus was gone and a hearse was in its previous place. once they looked back at the footage they found that it looked as if the bus disappeared ad turned into a hearse, so from this discovery it was then continued onto future films to make people disappear and re-appear. These aspects of movies are all used widely to create films to this present day.

Analog editing was done using a machine called a Moviola or a K.E.M, the film was passed through to process the picture and cut down along the way and put in the sequence that it needed to be finished in. cuts were simply done by cutting the film with scissors normally and stuck together with some tape, after it has been cut you could move along and see where you need to cut next.

Digital editing was then done through a computer process as it was found to be much faster and more efficient for films. Numerous editing softwares are used today such as Final cut pro, Premiere pro and After effects. All footage is put into a timeline and is then cut and pasted into an order ready for effects to be added.



The clip I have chosen to analyse is the Hoverboard chase scene from the film 'Back to the Future Part 2'. This scene had to be edited accurately and effectively to increase the intensity of the chase and make the forged futuristic props as believable as possible. Overall the speed of the cut transitions vary, however at the start of the scene which is located inside the diner more slower/extended cuts are featured to create a neutral feeling as everything is more focused on the characters emotion and dialogue, these emotions would be shown strongly through close-up shots as they really emphasise the characters facial expressions. Once the scene continues outside, the cuts begin to increase in pace to compensate with the chase that’s going on. The editors chose to do this as it creates enigma for the audience and make them excited to carry on watching. We see a variety of eye-line match cuts when Marty looks down at the board and then a close-up of the Hoverboard is shown, this helps us visualize what the character is looking at without having to guess or assume. It also helps the sequence of shots look a little more interesting.









The continuity system has not been broken during this sequence, meaning the each shot has a seamless effect allowing us to follow the action without becoming aware of the constructive nature. In the diner we see the 180 degree rule put in place when the conversation begins between Marty and Griff. This also consists of shot reverse shots to present both perspectives of the conversation. When the camera does move outside we see a brief long shot to give the audience an understanding of where the scene us being continued as well as showing the girls he is about to take the Hoverboard from, these shots are incredibly used as the director can fit many things he wants to show inside of only one shot. Sometimes directors would use an establishing shot in this situation, to get an idea of the whole location. Once Marty picks up the board there is a match on action sequence allowing us to see different perspectives of the board to also help 'carry' us across the potential disjunction of the edit. Marty (the protagonist) has the most screen time within this scene as he is the main character in the movie, by showing this character for the most amount of time, our main focus is position on him, allowing us to understand he is the most important character. In my clip there is a POV shot used when Griff points to the people on the bike inside the diner, this is used to show a view from his perspective as his is the most dominant character in the scene.



There's a reaction shot when Marty spots Griff with a baseball bat, the camera cuts to a mid shot of Marty on the hoverboard with a terrified facial expression, reaction shots capture the characters response to a certain action or event that happens in the scene.





When Marty accidentally hovers over the pond, the shots begin to slow down again as Griff’s gang prepare to catch him without fail. Then when they set off for the last time, the cuts increase in speed once more to finally increase the intense atmosphere, the editors have successfully used their editing techniques to persue emotion for the audience. CGI (computer generated imagery) and SFX (special effects) are also used for things that would have been too difficult using real life resources;such as the Hoverboards and the flying jeep. Even though some of the Hoverboard shots are 100% real, there’re some shots which can be evidentally seen as CGI, for example when The three members of Griff’s gang throw their boards onto the ground. The other significant piece of SFX use is when the Jeep is coming in to land on the road, the jets underneath would have been computerised along with any ropes or other straps that lowered the vehicle down. Cranes with harnesses would have been used to bring the Jeep down to the ground and then taken into editing which editors would remove the supports that will exploit the hidden trickery of the car hovering. Although this is seen as fake, the post-production has done a decent job to make this as believable as possible for the audience, taking into consideration the editing software wasn’t as advanced back then. In fact at the very start of film making there was no sort of CGI, everything was made with any equipment they could find, also computers obviously didn't exist in the 1800's so it would have been rather hard to edit CGI digitally anyway.



The movie 'Westworld' made in 1973 had some of the first CGI to be featured in movies. This film was a massive milestone in film-making as movie makers found out that CGI could be used to cover-up man made errors or faults in the film and use computers to correct them. They also found that they could implement other objects or living things etc. into the movie without actually having them on set.

the shot variation in this sequence is really well executed as it builds up tension for the audience, allowing us to focus on different things in detail. once the scene starts to pick up the pace the shots are more focused closer to the characters to show their emotions towards the situation that's occurring. Comparing this to the start of the scene there are more long takes as everything is much more slower paced and long drawn. Some of the clip have also been edited to fit with the tune of the soundtrack, for example; when Marty steps onto the hoverboard we here the classic Back to the Future soundtrack, engaging the audience with the scene more, this then changes as the bad guys slowly approach him on their hoverboards to convey a slightly more negative atmosphere.


For action scenes in movies is is commonly known to feature short montages, these montages consist of short shots that are edited into a sequence to condense space, however these montages can also be used for slow paces scene; for example someone hear some bad news and walks back home, during this there will be various shots of the person walking with sad/slow music playing alongside it. These sort of movies, especially horror film feature parallel editing, this is where shots focus on one thing that's happening and then switches to another location of something else that's happening at the same time. For example; whilst someone is being murdered inside a house, it then cuts to the police driving to that location. finally these last camera techniques which are sometimes used are, cutaways and jump-cuts, this speed up time in movies as they cut things out to make things move faster, jump-cuts skip head leaving a cut in between in and cutaways are o just switch your focus onto something else, building up tension. These techniques are mostly used in action movies as everything is much more faster paced and action packed. Editing rythym is what directors/film-makers refer to when trying to match the pace of the film to the action that is going on in the film, slow cut edits has a calming, neutral feeling to the edit, whereas a fast cut edit has a lively, aggressive feel to it.


Sources:

http://www.slideshare.net/katierothery/history-of-editing

http://images3.static-bluray.com/products/22/19916_1_large.jpg

http://basementrejects.com/wp-content/uploads/2011/11/back-to-the-future-ii-sneakers-and-hoverboard.jpg

http://i.kinja-img.com/gawker-media/image/upload/s--drqR7YDu--/c_scale,fl_progressive,q_80,w_800/1884ly0459fmgjpg.jpg

http://www.cartermedia.tv/images/adrenalinekate.jpg

http://oneguyrambling.com/wp-content/uploads/2011/03/PDVD_000.jpg

http://cineblur.com/wp-content/uploads/2012/08/Screen-Shot-2012-08-28-at-11.29.00-PM.png

https://i.ytimg.com/vi/5jCDQvNh85Y/maxresdefault.jpg


Tuesday, 26 January 2016

Preparing Material for Editing


So before we begin you need to find out your login in details specifically to your block. For me this is 'mediaa' as I am in A block whilst in my Film & TV lesson. The reason we use logins specific to our block is so we don't get our clips lost among other classes. Also if we didn't use this login routine and it was only dedicated to one user of a group, there may be a chance they might be ill for a day or two when you are in need to edit or preview your clips, so by having a login for everyone to share makes it efficient for everyone to use at any time and in any situation. So once you have logged into the account you need to follow the steps as follows;



First of all, you need to insert your SD card into the back of the Mac. Then you need to go into the Movies folder, the reason we use the Movies folder is because it is backed-up constantly ensuring no files go missing.





Once inside the Movies folder you need to create your own with a name of your choice, this is so you can easily find the clips you import onto the Mac. 








Inside this folder you can see everything you will be using in the editing software, all clips are organised neatly to prevent you worrying about losing any files. If you have recorded over a few days you can make more folders so you do not get mixed up with what clips you should use. For the sake of this guide we have created a PG Tips folder with all clips setup to edit.



Next you need to open Premiere Pro and wait for it to fully load. You then need to go to the top left and click file>import. This will import any media types to the software for you to then drag into your timeline. Once clicking import you then want to navigate to your movies folder and select everything you need.






For this guide we will be dragging in the final render of our advert just to show you what to do. So click the file and then press import at the bottom right of the window.







After this you will see that any media types you have just imported would have appeared in the media window at the bottom left of the software, this is here for you to then drag dead above to cut the clip before adding it to the timeline, or you can just simply drag it straight to the timeline and then cut it from there. If from this point, you choose to rename or move any files you have imported, they will become offline in the software. This means you will have to re-locate the files and then carry on from there. It is recommended that you do not tamper with any files once imported.





When you decide to drag your media into the timeline you will see there are different tracks for audio and video, the program shall do this for you automatically saving you any trouble. Now you can choose how you want to edit the clip/s. You can either begin cutting them, fading them or even adding any effects to them.



Once the you are happy with what you have edited you then want to click file>export to render the clips into a video file, from here you can then choose the appropriate settings for your specific video you recorded. When happy with your settings you can then press render for it to begin rendering your files.




Wednesday, 20 January 2016

TV Advertisement Evaluation

Evaluation: PG Tips Advert Re-brand

As a group we efficiently met the topic brief to create an advert re-branded to a different audience, for us this was teenagers. I believe we successfully re-branded our advert to a new target audience allowing them to see it and actually consider buying the product. Our advert features teenage students making cups of tea, showing how quick and easy it is to make for students that don't have much time to prepare treats for themselves. We managed to involve product placement throughout the whole advert to help sell the product even more.

During filming we had many ups and downs which we had to overcome, this set back our time for filming leaving us racing against time in getting everything filmed in time for the editing stage. These mistakes included forgetting to bring the PG Tips to the filming locations, having the wrong class SD card and many other things. Although the setbacks, we carried on with the filming until we got everything finished, however the first shot we recorded of me (Liam) had a few difficulties. We were going to record it using a shoulder mount to get the most effective steady shot, however when we figured out that we needed to put in onto the worktop we found that there was no way of un-mounting it and placing it down smoothly. So we came to the final decision that Charlie would hold the camera as steady as he would with his hands, then later in the editing software we would add warp-stabilizer. Whilst trying to perfect this effect we had some issues with it looking wobbly but eventually fixed the problems leaving it looking at a professional standard. Because we had to record the exact same position in each kitchen we had to try our hardest to keep the camera in the same place, this required us to keep small pieces of string that would measure as accurate as we could to keep the camera the same distance away form the PG Tips and kettle etc. in each shot.

Whilst playing the final video back I really think that the music worked well with the scenario, the acoustic soundtrack really fits with the organic colours throughout the whole advert. The only downside to the advert is that the speed is kind of slow, I would of personally preferred a much faster speed to make it more engaging overall, however as it was voted on a group decision we went with the slower speed idea.

In terms of mise en scene we went for a vibrant coloured environment to highlight that tea brings happiness to teenagers when they make/drink it. We thought that the bright colours would give a positive emotion to the audience whilst they watch it, keeping them engaged throughout the whole advert. We decided to wear our casual clothing to

The sound we used for the advert was not the raw sound files that were with the original clips. To emphasize the making of the tea we decided to fill the ad with tonnes of sound effects bringing each clip to life, as the sounds that were used in the footage were too bland and had a lot of white noise that could not be unheard. We were originally going to use a fast paced shutter effect in editing that would effectively show every person making tea until the final sip, but once we brought everything together in Adobe Premiere we came to a decision that we would just use slower cuts to assert the main parts during the making of the tea. The final shot was of the mug being placed down onto the worktop with a voice over pronouncing our slogan "Putting the tea in teanager". We used Adobe Photoshop to design the graphics for the slogan with the logo which we then put onto the last shot, this was of an elegant style which suited to mood perfectly.

The way we shot the advert really has a professional look to it as all shots flow nicely with one another and continuity works perfectly. Our advert also commits to the BCAP code very well as we do not provoke any bad behavior to anyone under the age of 18 and do not offend any religion in any way or form. This makes our advert appropriate for anyone viewing it which allows us to attract any audience, but in our case, preferably teenagers. We didn't follow the storyboard exactly, but we did keep most shots that were on there, just adding a few more along the way. We were not able to follow the production schedule completely either as we had trouble accessing one of the house we were going to film in, this delayed our filming meaning we had to re-schedule for another day.


Other than this, everything went to plan and was ready to hand in before the deadline date set. If we had a chance to re-do the project I would like to be more prepared in terms of bringing all the equipment to every shoot without forgetting anything. It would also be really good if we had the chance to record our own SFX to add instead of downloading royalty-free sounds from freesound.org. Regarding my involvement in the project, I was mostly in charge of the editing of the advert, although it was a group effort and everyone managed to put in an equal amount of effort to get the job done. However, overall I am really pleased with the outcome and think I have achieved a grade that matches my target, hopefully even higher.


After showing the advert to people of a variety of different ages, teenagers believed that it was aimed specifically for them. due to the visual style, music and ending slogan for the advertisement. Someone commented "It has a clear demographic and will appeal to them well due to the actors used". We were all very happy with the feedback as it came across very clearly, therefore we successfully completed the assignment brief.








Q.1
Q.2

Q.3

Q.4

Q.5

Q.6

Q.7

Q.8

*Most people have a high score rating for our advert as they found the cinematography was very planned out, the music is really enjoyable and Toby's voice at the end sounding really convincing and professional. Someone else said it has a really clear demographic and appeals well to our targeted audience.

*The question where we asked which age group do you think we aimed our advert at, most people said it was for people aged around 15 to people in their 20's, so we have successfully managed to produce are advert which our specified audience.

*90% of people said that they were enticed throughout the whole advert, whereas the other 10% got slightly bored 3/4 of the way through.

*For the last question we asked for way in which people think it could be improved:
-Short Duration
-More information the PG Tips
-It is great the way it is
-Doesn't need to to improved
-Wider variety of camera angles

This was great that we got some great feedback, we will definitely take this into consideration if we get a chance to re-edit the advertisement.

*For question 8 we asked if the product was clearly advertised, everyone agreed that it did, and therefore we got 100% positive feedback for this question.

*We got some mixed feedback from question 6. We haven't really made it extremely visible why PG Tips is better than other tea companies which is something we could of focused on more than other minor things that didn't need to be dealt with. However a lot of people did agree that it made them want to buy PG Tips more which means are advert successfully sold itself to most of our audience.


*Overall the feedback we recieved was very pleasing as it tells us that our advert was very successful for most of the people we aimed it at, we have discovered that we do need some areas of improvement, but apart from that everything worked really well. If we could re-do the project we will definitely reflect on our negative responses to make the advert great to watch for everyone in our audience range.


Monday, 18 January 2016

PG Tips Advert: Rebrand

Pre-production paperwork

Location Release (Charlie's House)

Location Release (Toby's Nan's House)

Location Release (Toby's House)


Shot List


Receipt (PG Tips)


Budget Sheet 


Location Recce (Charlie's House)

Risk Assessment



Location Recce (Toby's Nan's House)


Production Schedule


Toby Middleton - Adult Talent Release


Liam Culham - Teen Talent Release


Charlie Wright - Teen Talent Release


Location Recce (Toby's House)

Storyboard 1


Storyboard 2


Storyboard 3


Storyboard 4