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 06/09/22 - Film process  

The Kuleshov effect

 The Kuleshov effect is a film editing montage that uses the following shot to derive the audience into understanding the emotion or meaning of the shot before.

Task 1 - camera shot size

     3/4 Shot: This camera size only captures 3/4 of the character with little of the background, french cinematographers call this American shot as it related to its most use in the wild west genre.

       Close-up: This camera shot is as it says in the name, a zoomed-in photo of a detail that takes the majority of the screen but also leaves some background, this creates the effect of a spotlight on detail or narrative.

        Extreme close-up: This camera shot is very zoomed-in on a detail that takes all the space into the frame, this is used to give the effect of more clear understanding and depth into the detail.

        Two Shot: This camera shot is a mid shot of two characters in the frame, its effect is to help the narrative present two characters or objects at the same time.

        

         Mid shot: This camera shot frames the character from the waist up with a medium background amount, its effect is to emphasize the presence of a character in the environment.

        Wide Shot: This camera shot frames mostly the background and the character, this effect is to direct the attention to the background.

         

        Extreme Shot: This camera shot is a zoomed-out shot to captivate as much of the background as possible, its effect is to create even more emphasis on the environment and background in which the narrative is in. 

Camera Angles-

Low shot: It is a shot taken below the character, this creates the effect of the dominance of and empowerment of the character as it makes the view look inferior and small to the audience.

High shot: it is a shot taken above the subject, this creates the effect of inferiority or an upcoming tragedy, this was mostly used in old horror movies.

Tilt shot: It is a tilting angle shot, this creates the effect of confusion, chaos, or mental disorientation as it's not a stable viewpoint.

Camera Movement-

Pan: it is the movement of the camera on a horizontal line

Tilt: It is the movement of the camera on a vertical line

Handheld: the technique of filming without any stabilizing equipment, creates the use more realistic feeling and amplifies the action in the shot

   Reflection

For a film to be done successfully, creating meaning, attraction and effect must be done through the techniques and understandings of cinematography. An example is the use of an extreme long shot to create an understanding of the environment and atmosphere for the audience. Also, angels play a huge role as they also have their own effect and feeling, such example is the handheld camerawork which makes either a more realistic view of the shot or emphasizes the action in a shot.

 09/09/22 - Brand Awareness and Market Research

   

  Advertisement structure- Realistic narrative(single)

                                                                Realistic narrative(campaign)

                                                               -Non-realistic narrative(single)

                                Non-realistic narrative(campaign)

                                       -Documentary style narrative

                                                               -Animation

                                                               -Demonstration

                                                               -Talking heads

   Talking heads -When you have a subject(actor/animation person) talking about the narrative or the product of the brand.

Task 2 Talking heads advert

Task 3 - Reflective journal

This is a filmed advertisement for the brand Nike, in which I, Eduard, and George had to edit, film, and showcase, this is our first time attempting such a project, therefore, we got a grip on the foundational skill required for editing and recording.

For editing skills, I have learned how to use trimming and select only the parts I intend to keep in the recording, whereas for audio I learn to synchronize audio with the video, also exporting music and outside audio to make a background soundtrack. 

16/09/2022 - Task 4 Persuavive Techniques

Persuasive Devices

-Humor - as it pleases the audience from the beginning creating a good impression which increases your chances of persuading.

-Individuality - People always wanted unique products and services as it appears more to their ego and confidence, therefore, by targeting their individuality they will stick with or be interested in your brands.

-Bandwagon - Introducing your audience to a community or a popular trend will make them more comfortable with buying your product as they feel more confident and comfortable as they don't stand out too much.

-Emotional appeal - The use of emotion in your advert gets you a closer bond to the audience and a better grip on their decisions as you control their influence much easier.

-Celebrity Endorsement- Very 

Persuasive Mods

Pathos- an appeal to emotions, useful as it uses your emotions to get your attention.

Logos- an appeal to logic or reasons, this is the use of stats and facts in order to gain your trust and give the brand a prestigious rank.

Ethos- an appeal to credibility or character, this includes facts or celebrity endorsement just to appeal to its credibility and reliability. 

      30/09/2022 - Task 5 - TV Advert Analysis

For an Adidas ad, I would use pathos, because Adidas is a clothing brand, you need to show that your products bring happiness to people and it's worth buying them throughout showing the people's enjoyment. Also, I would use ethos for Adidas because, on the sporty side of it, you need to scientifically prove that your product brings big improvements and useful features.   

In this Nike 2014 advertisement, there are many persuasive techniques that are used very strongly to enforce the brand's spotlight, such an example of a combo of persuasive devices could be seen in the part where the young black kid is arguing with Ronaldo about him having the best priorities and shoes, soon after the kid finishes Ronaldo answers back to the kid in a comedic way, once with that a change of mid shot of Ronaldo to a close up of his shiny and customized Nike shoes. In conclusion, this example directly shows us that Nike has tried using Ronaldo's endorsement of Nike and also his performance while using the shoes to make the audience feel a sense of bandwagon. 

Task 6- Market research

My brand choice for market research is Nike.Nike has been surveyed among 1254 national British interviews and the data has come up incredibly high in both fame and like. A study in the age categories has shown that the fame of Nike reaches 100%  and 89 % into popularity which is a complete boom comparable to the older generation of millennials which has a fame 86% fame for Nike and 68% popularity. Such a significant increase in fame and popularity shows that Nike's market strategy is pretty enforced and significant.

Now when it comes to gender comparison of Nike's reputation, women are driving with 2% more than men into the brand's recognition which also increases their percentage of Nike's popularity marking it at nearly 80% where as men would be at 57% brand popularity, therefore, I think that Nike should start marking more masculine product in order to increase both fame and popularity  

⁷

23/09/2022-Primary market research

Vox Pops-It means "voice of the people" in Latin, it is a short video with clips from interviews, and photos conducted with the public.

TASK 7- Vox Pox

How does our product make you feel?

Where do you use our product?

What made you choose our brand?

Would you add anything to our brand and products?

04/10/2022 - Notes

Definitions:

Screenplay; written text that provides the basis for a film production

In the screenplay script, there is a typographic structure that helps with the acting and coordination of the play, in the scrip, you have in brackets descriptions and acts on the left which you must act and not read, Also the dialogue is below the character, and each time the character is in caps above each part, also when the character is introduced you must write its name all in caps.

Basic Principles of screenplay writing

1. Show, don't tell. A film is a visual medium. Try to get your meaning across visually.

2. Always present tense, the reader must find out the scene for the first time, keeping it present in the narrative.

3. Every character must have a reason, effect, or meaning to the narrative, no matter its importance.

Task 8

 EXT. DESERT HIGHWAY. LS - DAY

A camper van speeds across a barren desert highway, kicking up dust as it goes.

 

MEERKAT #1
Ahh, there’s nothing like a family road trip.

 

INT. CAMPER VAN. 2 SHOT. DAY

MEERKAT #1 sits in the passenger seat, dressed smartly. He props up his cowboy hat. MEERKAT #2 is at the steering wheel, leaning forward and focusing on the road. He turns to Meerkat #1.

 

MEERKAT #2
(Worried)
But we don’t have a family

 

Meerkat #1 turns to Meerkat #2 and magically pulls up a framed portrait of child actor Macauley Culkin, showing him during his early years as a child.

 

MEERKAT #1
That’s why I invite child star, Macauley Culkin, to complete the family dynamic.

 

INT. CAMPER VAN. OS SHOT. DAY

Both MEERKATS look in the road spotting Macauley Culkin on the other side of the road, dressed in casual clothes with traveler equipment signaling to hitch hitchhike. The MEERKATS break the van beside Macauley

 

     MEERKAT #1

(OPEANING THE VAN DOOR, SPEAKING FACING TOWARD MC)

Can I Help you?

 

MC

(walking and taking off his glasses)

It’s me. Macauley

Meerkat #2 comes from inside the van to check the door.

MEERKAT #2

(Shocked)

He is much bigger in real life!

 

EXT. DESERT HIGHWAY. LA SHOT. DAY

The camper van dives off in the distance on the desert road.

 

EXT. FUNFAIR RIDE. MEDIUM SHOT. DAY

Both Meerkats are on the side of the ride cheering toward Macauley Culkin, blankly sitting in the ride.

 

MEERKAT #1

(excited)

WEEE

EXT. FUNFAIR BOUNCEY PAD. M SHOT. DAY

Macauley Culkin bounces on the bouncy castle showing no expression surrounded by children, while both Meerkats are on the side cheering Macauley Culkin.

              

MEERKAT #1

(excited)

Bouncy, bouncy

 

EXT. FUNFAIR BENCH. CU SHOT. DAY

Meerkat#1 is on the left of the shot and Meerkat#2 is on the right trying to clean Macauley’s mouth of ice cream in central.

 

                    MEERKAT#2

   (while cleaning)

    Oh, you monkey butt

EXT. FUNFAIR WHEEL. M SHOT. DAY

Both Meerkats are in a cabinet with Macauley who’s painted like a tiger on the face, showing no emotion, while Meerkat #2 takes a picture of Macauley and Meerkat#1 in the ride.

 

EXT. FUNFAIR GATE. W SHOT. AFTERNOON

Macauley and both meerkats

           07/10/2022  Notes     

Storyboard: A storyboard is a graphic design of the script which helps the cameraman and the director to visualize the scene much better. Each diagram consists of:

• a sketch of the image.

• a brief description of the visual.

• notes for the camera operator/editor.

• any sound that will accompany the visual.

and can feature an estimate of how long the shot will be.

Task 9 storyboard attempt

Task 10 – Week Five Reflection

The introduction of the skill of storyboarding and screen write was very clear, therefore I have learned fully both of them however coming to practice, I have found storyboarding 10 times easier and more fun than the practice of screenplay due to storyboarding not being as stressful in details and write dependent as the screenplay, also I find storyboard more helpful as it does both the intendant visual aspect and write foundation of the shot

.

Some of the important rules I remember from both scrip techniques are, one, all visual scripting and written scrip must be very clear and in-depth directions to how to get that feeling or how the narrative should be presented for the production to have a sense of what should they do as a job and another one is that both techniques are highly demanded in time as a page from both presents a minute, that is for to make sure that you can squeeze as much detail and narrative possible into your product.

For the making of a good storyboard, you should include things such as types and location of light sources to get the aspect and feeling that you as a script writer intend to see visual camera movement and transitions, such elements must be shown in the storyboard so that the editors and directors instruct the camera team to do for the narrative's flow.

Before learning these techniques of scripting I really had a hard time communicating the narrative and how I wanted the visual of my product to come out, to overcome these difficulties I had to waffle and physically mimic the movements creating a lot of stress on the team making which really affects the quality of my work. However, learning these skills I had a lot easier time communicating clear information to my team, on the other hand, it was quite challenging learning these techniques because it takes a huge amount of both time and ambition, however, practicing more now and its future it won't bother me as much.

Task 11 - Advert synopsis mindmap

Synopsis 1 

It starts with a person putting on Adidas shoes inside the house, then we only see the shoes being used in the park for fitness, running on concrete, boxing in the gym, and restaurant below the table and work. when the camera is on the work part the person turns around only showing the back logo and walking distance from the camera only leaving the motto on the screen.

Synopsis 2

A montage of 3 people(athlete, casual, student)  starting their day, all three of them dressing and showcasing an Adidas product, the other montage with them getting to their destination while their Adidas product is the main focus. In the end, the characters get home 

Task 12 - Advert script

Ad Script - Adidas

EXT. PARK BENCH.  BC-UP. DAY SHOT.1

The subject brings down the shoe into the camera FOV and ties up the Adidas shoes 

EXT.  PARK PATHWAY. BC-UP. DAY. SHOT.2

The subject starts to run parallel to the camera causing the camera FOV to pan in the direction of the runner

EXT.  CALISTHENICS PARK. C-UP. DAY. SHOT.3

The subject starts doing dips causing the subject to come out and back into the camera FOV on a static background.

EXT. CALISTHENICS PARK. BC-UP. DAY. SHOT.4

The subject drops down on the ground with the shoes extremely close to the camera occupying more than 80% of the camera space.

Task 13 - Advert storyboard

Task 14 Call-sheet

TASK 15 Reflecting journal

The making of this advert had a very pleasant and fun experience, especially on the field. This was one of my first independent advert projects, which I found quite easy when arranging as I already spoke and decide when and where with my crew, such an element of communication really sped up the progress of the advert. 

This advert project was quite easy due to the fact that the camera work was a consistent close-up of the advertising object, therefore I can't really decide which shoot types were easier or harder, from the shoots I have taken I really found the running close-up the hardest because of the lack of equipment to stabilize the shot with, therefore next time I would plan the equipment much better.

All the Misc ens elements in this advert have been planned to be filmed which ended perfectly for my planned rough cut making it easier for me to edit it out, the filmed content was filmed in such order to assist my juxtaposing of the scene in order to build a climatic narrative, with the help of using text and graphics tool I have added the animated part of the advert in which completes it.

Task 16- SWOT Analysis

Task 17- Final Cut

Task 18- Evaluation

    From this advertisement project, I have been introduced to many stages and skills for the making of the media product, for example, a subject that I have covered and really liked was the induction of using premier pro and camera work for me to get specific effects. I really loved such a topic due to the fact of being a very practical and exciting part of this project.

Another element of this project was independent filming management, an element that includes time planning, crew management, and renting equipment, this chapter was quite easy and I had no problem with it because of the obscure amount of members of the crew and not too demanding condition shots, therefore with such features my time and accessibility were very flexible causing me no stress what so ever.

From all my recordings I found shot 3 my favorite and one of the best shots I have done, that is so due to the background being static and allowing only the main subject to move in a looped movement which really helped with creating a kuleshov effect of aggressive and motivational feedback on the audience of the shot 3 and 4 combo.

The juxtaposing was already prepared for building the ad on premier pro due to their narrative clarity, this really boosted my ego on premier pro leading me to feel confident, such feeling made me confident to experiment with effects and multiple features which a complex software like premiere pro offers.

The final cut has come perfect and so intended however I must say that even though it was perfect it is far from its perfection on a real advert standard, although you can see its ambition to achieve such quality standards and style.