Offline Edit Sandersons from George Allan on Vimeo.
This is the offline edit created which features the raw footage.
Monday, 4 June 2018
LO4: Evaluation
My promotional video was very successful because it clearly connotes the message FIND YOUR CHRISTMAS throughout the entire advert in the form of people saying it in dialogue and in the form of a hashtag at the end of the promotional video. Hashtags have been proven to be successful way of getting free advertisement, since certain people who enjoyed the advertisement will use the hashtag on social media in the form of posts, which means more people are likely to find out about the campaign. This is a similar convention used by other companies such as Ted Baker’s #TedsElfie, which incorporates a Christmassy idea of elves, as well as encouraging users to take selfies wearing Ted Baker’s clothing items and then sharing them on social media using the hashtag, which means that Ted Baker get free advertising. This is the intensions of the #FindYourChristmas campaign included in my promo for Sandersons. The technique also has a direct appeal to the personal viewer, since the advert is speaking directly to “you” through the use of the word “your”.
My promotional video was also successful because the of the use of a Vox Pop, which was a successful marketing technique also used by similar businesses like House of Frazer, who used the vox pop to feature their happy customers discussing their products, in a way which seems to come across as genuine to the target audience, instead of trying to blatantly advertise to the audience through brain washing. This is because the vox pop represents the voice of the people, which means that the audience think the vox pop represents people like them, and if they are pleased with the products they have bought, the audience are going to trust them and go shopping at Sandersons themselves.
Another reason my video was successful was because of the smooth visuals which film the brands, and Christmas like imagery, including sparkly decorations and happy customers. The visuals of the brands successfully captured the prestigious and expensive nature of the products, which means that the advert will successfully appeal to the ABC1 target audience who have a very large disposable income. This is a similar convention used in adverts by companies like j’adore Dior, which features a shot of the product with high key lighting, and in a very high quality in a way which makes the colours seem very warm, intense and elegant, in order to clearly connote the expensive nature of the product. This camera work was completed through the use of a slider, which allowed me to create shots which moved gracefully past objects, in order to feature them in an appealing fashion.
Screenshot from j'adore Dior advert:
Another convention included in the final trailer was the appearance of snow, this was a convention clearly used by most companies that create Christmas adverts, for example Marks and Spencers with their Paddington advert. This is because audiences during the Christmas season are very partial to snow, since snow creates an excitement in audiences about the Christmas season. The audience then link these sensations to the brand Sandersons and will start to want to shop at Sandersons in order to get that fuzzy Christmas feeling.
Screenshot from M&S advert:
Screenshot from my own promotional video:
Screenshot from M&S advert:
Screenshot from my own promotional video:
In the same shot which features the snow linked to Christmas, it also shows the sun rising, which connotes positive ideas linked to new beginnings, which is another idea the audience might start to link to Sandersons.
The brief was to create a Christmas advert for the company Sandersons, and because of the high class prestigious nature of the product, I had to use a very high quality 4K camera which allowed me to film footage at a high frame rate (meaning the visuals appear smooth) and at a very high quality. This fits the brief because the company planned on showing the advert on their huge screen in store, which requires a high-quality video in order to appear high quality.
The plan in the storyboard was to begin the promotional video with an establishing shot, and then a shot of the camera going through the door being opened by a door man, in order to connote that the customer experience at Sandersons will be hospitable, which is something that will appeal to Sandersons target audience who are ABC1 and with a high disposable income. The shot also clearly links into the rest of the video, since the location is first established, and then the audience enter the shop, and then experience all the festive joys contained inside. This shot was completed through the use of a ronan, which helped stabilize the shot, in order for the shot to create the impression that the shopper is gracefully and slowly entering the store, in order to make the stores interior reveal appear more dramatic and grand (like the brand intends to be) and also mimics the slow and graceful nature of an old customer entering the buildings, since a part of Sandersons target audience are quite old.
We also matched the intended plan to feature people in the vox pop who were of different ages and gender, in order to appeal to as large an audience as possible. The feedback given stated that the company were incredibly impressed with the product, and they believed that I had successfully captured the beauty of their store. The criticism given by our teachers however, who are experienced at creating media products, believed that the sound needed tweaking as some of the audio could not be heard in certain places.
Word Count: 911
LO4: Audio Levels
In one of the audio files, there was an error in the microphone, which meant that the audio sounded crackly, which was fixed by the Decrackler effect found in the effects panel, which removed the crackly effect.
The music added to the visuals was appropriate to the genre, since the royalty free version of the song Deck the Halls, since that is a song clearly associated with Christmas. The audio was edited using effects on Adobe Premiere, since the audio only needed small amounts of editing. The editing required was lowering the level of the audio at certain times during the times where the people were speaking in the vox pop. The audio was lowered from 5.0dB to -8.1dB as you can see in the screen shots below:
Changing these levels on Premiere created a smooth effect audio fading in and out. Once actors had stopped talking I changed the levels to change back from -8.1dB to 5.0db in order for the music to be heard just as loud as before.
The music added to the visuals was appropriate to the genre, since the royalty free version of the song Deck the Halls, since that is a song clearly associated with Christmas. The audio was edited using effects on Adobe Premiere, since the audio only needed small amounts of editing. The editing required was lowering the level of the audio at certain times during the times where the people were speaking in the vox pop. The audio was lowered from 5.0dB to -8.1dB as you can see in the screen shots below:
Changing these levels on Premiere created a smooth effect audio fading in and out. Once actors had stopped talking I changed the levels to change back from -8.1dB to 5.0db in order for the music to be heard just as loud as before.
LO4: Drafts
Draft 1:
This first draft is a very raw compilation of the raw footage put together in an order that doesn't communicate a successful narrative. This draft however allowed me to organise certain types of footage in particular groups, which allowed me to experiment with certain pieces of footage which can play smoothly next to each other. The draft lacks change of colour, which gives the footage a very cold feel, which needs to be changed in order to fit into the conventions of a Christmas advert. The location shot also isn't placed at the beginning, which is required in order to establish the location of Sanderson successfully.
Draft 2:
This footage progresses because of the inclusion of the royalty free version of Deck The Halls, a song clearly associated with Christmas, which means the conventions of a Christmas advert is music which communicates ideas of Christmas. The edit however towards the end begins to falter, since visuals start to cut to black for too often, which would mean the audience would begin to get bored of the advert, which would be disastrous, since the advert needs to keep the audience watching in order for them to remember the brand Sandersons. The shot of the beadle however was placed at the beginning, which allowed the advert to establish the location of Sandersons, and clearly create a sense of hospitality which is experienced by customers, which would be the desired experience of ABC1 audiences with a large disposable income. This edit also developed the vox pop for the better, since people's dialogue was linked together in a way which is more similar to the style of professional vox pops, since it has people saying "I found my Christmas..." repeatedly change person when it said it in order to clearly communicate the idea of divergence in the target audience for the promotional video.
Draft 3:
This is the version where the jump cuts begin to time a lot more neatly to the music. Certain shots have been removed from the previous edit which could be considered irrelevant. The jump cuts link to the fact that the target audience or older people which means it is important to retain their attention in order for them to not realise what is happening in the advert.
Draft 4:
This advert includes the drone shot, which was a beautiful addition to the advert, which established the location of Sandersons more successfully, as well as including the snowy effect, which clearly is a convention of a Christmas advert. The title graphic for the brand Sandersons is also included, as well as the hash tag of the general message of the advert "FIND YOUR CHRISTMAS" which connotes to the audience that you will find your Christmas at the company Sandersons. The audio is also more controlled, since the dialogue in the vox pop, which means that the advert comes across more pleasing, and the music fades out when the people are speaking, which is a convention used by professional promotional video creators.
Draft 5:
This edit shows that the jump cuts are timed correctly to the music as intended. In this edit, the light leaks have been included, which makes the footage look brighter and more appealing, this makes the visuals look more more Christmas like although the actors are not dressed in Christmas like outfits as previously intended.
Draft 6:
This edit is the final draft, the visuals all sync neatly together in a way which successfully shows the narrative which communicates the ideas that customers will find their Christmas at Sandersons through the dialogue of the vox pop and through the title and the hashtag at the end. The logo of the store is repeated both in the visuals and the title in order to re enforce the brand SANDERSONS so that the audience remember it. All shots have been colour corrected in order to create the warm festive impression. The first drone shot and the second shot of the beadle both fit together because since they both contain the snowy effect which links them tougher, and the snow fades as the camera enters the door, creating a clear impression that the viewer is going inside.
LO4: Evidence of editing
The promotional Christmas advert for Sandersons was edited with Adobe Premiere on an Apple iMac, which has the correct specs for smooth video editing.
The advert begins with the companies brand, in order to enforce the brand through out the entire of the promotion in order for the audience to memorise brand and eventually go and visit the store. The drone shot originally had no snow visuals, since it was not filmed on a snowy day, however the snow effect was added through acquiring royalty free footage of snow which can successfully be layered original footage. The tilt, swivel and distance effects were manipulated in order for the snow to move accordingly to the original footage when the drone changes its direction and distance from the building. This made the snow look incredibly realistic and made the starting and finishing shot look very cinematic. Conveniently Sandersons had placed their huge Christmas wrapping decoration on the building, which was a huge convention of a Christmas advert, since the building is explicitly being presented as a large Christmas present, connoting that there is plenty of presents inside.
The raw original footage appeared very grey, so in order make the footage more visually appealing and fit the conventions of a Christmas advert, this was completed through adding royalty free light which were layered on top of the footage, and then lowering the opacity to 6%. This gave the image a warm Christmas like appearance, through the inclusion of tones of red, orange and purple. You can see the effects before and after below.
This effect was also applied to the Vox Pop footage, the slight difference that I lowered the temperature to make the image look less cold, and changed the magenta tones in order for the final image to look more warm and orangey. Also changed the highlights and shadows in order for the image to look more vibrant and rich in colours, in order to connote clearly how high quality the advert is, to match the high quality of the products sold in the store.
When including the audio to the advertisement, green markers were added to the footage to note the significance parts of the music, which a shot could successfully jump to. This means that when cutting the footage and piecing it together, the footage fits the beat of the music, which is a convention used in most professional adverts in order to make the audio visual experience more enticing for the viewer.
Certain shots which were not filmed using the Ronan (professional equipment) certain parts of the footage seemed slightly shaky and unstable, which meant that certain parts of the footage didn't fit with the rest of the smooth footage. This was fixed with eh aid of the Warp Stabilizer VFX which gives footage smoother appearances. The effect can be found in the video effects under the categories Video Effects and then Distort.
Once these effects are added however, the film then needs to be rendered, which can often be a long process depending on the quality of the footage being edited, the amount of effects being used and specifications of your machine.
Rendering can be completed by present enter on your keyboard.
The main tool used was the razor tool. This tool allowed me to cut up the raw footage, and refine and eventually purify the visuals. This allows me to successfully piece together the shots in order to create a narrative, and create a sense of continuity through out the entire video. Certain parts of the footage required speeding up, for example the drone shot is slow at times, and then speeds up towards the end of the video. The speed of footage can be changed by right clicking the footage and clicking Speed/Duration option, which allows the user change the amount of time the piece of footage lasts for, which can either speed it up or slow it down.
The smooth shoots, for example the beginning shot of the beadle opening the door, the camera goes in slowly and elegantly, which was created by slowing the footage down. The footage slowed down was able to still retain a high frame rate (meaning the footage does not appear bumpy) was because the camera used was able to film the footage at a very high frame rate.
Other effects on Adobe Animate include the cross dissolve effect, which was used often throughout the video to transition smoothly from one shot to another that wouldn't flow smoothly without a cross fade. The cross fade gave the video a smooth feeling fitting into the smooth synergy the video contains, which would appeal to the older section of the audience, since many of Sandersons target audience or older people. Faster pacing would be more suited to a younger audience.
The ending of the edit was very similar to the beginning, as it re establishes the brand, and also re enforces the general message of FIND YOUR CHRISTMAS, which is a repeated idea communicated verbally to the audience through the vox pop, that customers will successfully find their Christmas as Sandersons.
The titles/graphics were timed through the use of timing the opacity of the graphic to change from 0% to 100% in a short amount of time in order for the titles to appear smoothly accompanied by the music. This is a convention that is included in many adverts.
The advert begins with the companies brand, in order to enforce the brand through out the entire of the promotion in order for the audience to memorise brand and eventually go and visit the store. The drone shot originally had no snow visuals, since it was not filmed on a snowy day, however the snow effect was added through acquiring royalty free footage of snow which can successfully be layered original footage. The tilt, swivel and distance effects were manipulated in order for the snow to move accordingly to the original footage when the drone changes its direction and distance from the building. This made the snow look incredibly realistic and made the starting and finishing shot look very cinematic. Conveniently Sandersons had placed their huge Christmas wrapping decoration on the building, which was a huge convention of a Christmas advert, since the building is explicitly being presented as a large Christmas present, connoting that there is plenty of presents inside.
The raw original footage appeared very grey, so in order make the footage more visually appealing and fit the conventions of a Christmas advert, this was completed through adding royalty free light which were layered on top of the footage, and then lowering the opacity to 6%. This gave the image a warm Christmas like appearance, through the inclusion of tones of red, orange and purple. You can see the effects before and after below.
This effect was also applied to the Vox Pop footage, the slight difference that I lowered the temperature to make the image look less cold, and changed the magenta tones in order for the final image to look more warm and orangey. Also changed the highlights and shadows in order for the image to look more vibrant and rich in colours, in order to connote clearly how high quality the advert is, to match the high quality of the products sold in the store.
When including the audio to the advertisement, green markers were added to the footage to note the significance parts of the music, which a shot could successfully jump to. This means that when cutting the footage and piecing it together, the footage fits the beat of the music, which is a convention used in most professional adverts in order to make the audio visual experience more enticing for the viewer.
Certain shots which were not filmed using the Ronan (professional equipment) certain parts of the footage seemed slightly shaky and unstable, which meant that certain parts of the footage didn't fit with the rest of the smooth footage. This was fixed with eh aid of the Warp Stabilizer VFX which gives footage smoother appearances. The effect can be found in the video effects under the categories Video Effects and then Distort.
Once these effects are added however, the film then needs to be rendered, which can often be a long process depending on the quality of the footage being edited, the amount of effects being used and specifications of your machine.
Rendering can be completed by present enter on your keyboard.
The main tool used was the razor tool. This tool allowed me to cut up the raw footage, and refine and eventually purify the visuals. This allows me to successfully piece together the shots in order to create a narrative, and create a sense of continuity through out the entire video. Certain parts of the footage required speeding up, for example the drone shot is slow at times, and then speeds up towards the end of the video. The speed of footage can be changed by right clicking the footage and clicking Speed/Duration option, which allows the user change the amount of time the piece of footage lasts for, which can either speed it up or slow it down.
The smooth shoots, for example the beginning shot of the beadle opening the door, the camera goes in slowly and elegantly, which was created by slowing the footage down. The footage slowed down was able to still retain a high frame rate (meaning the footage does not appear bumpy) was because the camera used was able to film the footage at a very high frame rate.
Other effects on Adobe Animate include the cross dissolve effect, which was used often throughout the video to transition smoothly from one shot to another that wouldn't flow smoothly without a cross fade. The cross fade gave the video a smooth feeling fitting into the smooth synergy the video contains, which would appeal to the older section of the audience, since many of Sandersons target audience or older people. Faster pacing would be more suited to a younger audience.
The ending of the edit was very similar to the beginning, as it re establishes the brand, and also re enforces the general message of FIND YOUR CHRISTMAS, which is a repeated idea communicated verbally to the audience through the vox pop, that customers will successfully find their Christmas as Sandersons.
The titles/graphics were timed through the use of timing the opacity of the graphic to change from 0% to 100% in a short amount of time in order for the titles to appear smoothly accompanied by the music. This is a convention that is included in many adverts.
LO3: Following codes and conventions
Sainsbury's Christmas Advert Screen shot:
Screen shot from my promotional video:
The task given was to create a Christmas advert for the store Sandersons. A very obvious convention to include would be the appearance of snow, this is because Christmas occurs in England during the season of winter. Snow appeals to the target audience, since they like to experience the magical and cozy sensations which are amplified during the snow. The effects where added as a filter when editing the footage on Adobe Premiere. The shot type used is a landscape one, which was accomplished through the use of a drone, since both shots are portraying the traditional winter wonderland. What makes the shot even better is that it is featuring Fox Valley as a winter wonderland, which will make the audience want to go and visit the store themselves, in order to have a similar winter wonderland experience whilst shopping.
Screen shot from Marks and Spencer's Christmas advert 2017:
Screen shot from my promotional video:
The conventions contained in both of these shots, are close up's of sparkly decorations which are seen more often during the wintery season. Low aperture are used in both of these shots, because objects of such sparkly nature have a very appealing aethstetic when parts of them are in focus and parts of them are not, which is evident in both shots. This gives both the shots a very seasonal appearance, and makes the audience associate ideas of Christmas which they like with the brand, in my case Sandersons.
Screen shot from House of Fraser's Christmas Advert:
Screen shot from my promotional video:
The conventions contained in both of these shots is the use of a Vox pop, which is a representation of the voice of the people. The idea is to feature likely customers of that particular brand discussing the brand directly. Instead of the traditional way of advertisement, this way advertising comes across as more genuine and personal, meaning the audience are going to feel more inclined to shop at that brand. The inclusion of fairy lights in both of these shots gives the advert a very christmassy appeal again, to fit the conventions of a Christmas advert, the use of a low aperture makes the fairly lights appear blurred, which gives the shot a fuzzy and warm appearance, sensations linked to ideas of Christmas. When editing the Vox pop together, the shots of people discussing similar things were all linked together, in order for the audience to hear about the same topic from different types of people (males, older woman and younger woman). This gave the audience a clear sense that Sandersons appeals to a range of people, meaning that more people are going to feel inclined to shop at Sandersons. The lighting used in post gave the image a very warm and colourful appearance, the tint used orange/pinkish which are colours which represent the general brand Sandersons go for, since a lot of the shop is white and bright, and also fits into the conventions of a Christmas advert.
Screen shot from House of Fraser's Christmas Advert:
Screen shot from my promotional video:
This shot is inspired by the type of font and graphic House of Frazer use in their Christmas advert. Sandersons is a prestigious brand designed for an ABC1 audience with a very high disposable income in the same way that House of Frazer is a prestigious brand for an audience with disposable income. The title connotes a sense of neatness, organisation, and expensiveness, since the brand and title Sandersons matches the style of the brands which are featured in the store such as Barbour, Penhaligons and Hobbs. This means that people who are interested in those brands are going to be attracted to the brand Sandersons.
Screen shot from my promotional video:
The task given was to create a Christmas advert for the store Sandersons. A very obvious convention to include would be the appearance of snow, this is because Christmas occurs in England during the season of winter. Snow appeals to the target audience, since they like to experience the magical and cozy sensations which are amplified during the snow. The effects where added as a filter when editing the footage on Adobe Premiere. The shot type used is a landscape one, which was accomplished through the use of a drone, since both shots are portraying the traditional winter wonderland. What makes the shot even better is that it is featuring Fox Valley as a winter wonderland, which will make the audience want to go and visit the store themselves, in order to have a similar winter wonderland experience whilst shopping.
Screen shot from Marks and Spencer's Christmas advert 2017:
Screen shot from my promotional video:
The conventions contained in both of these shots, are close up's of sparkly decorations which are seen more often during the wintery season. Low aperture are used in both of these shots, because objects of such sparkly nature have a very appealing aethstetic when parts of them are in focus and parts of them are not, which is evident in both shots. This gives both the shots a very seasonal appearance, and makes the audience associate ideas of Christmas which they like with the brand, in my case Sandersons.
Screen shot from House of Fraser's Christmas Advert:
Screen shot from my promotional video:
The conventions contained in both of these shots is the use of a Vox pop, which is a representation of the voice of the people. The idea is to feature likely customers of that particular brand discussing the brand directly. Instead of the traditional way of advertisement, this way advertising comes across as more genuine and personal, meaning the audience are going to feel more inclined to shop at that brand. The inclusion of fairy lights in both of these shots gives the advert a very christmassy appeal again, to fit the conventions of a Christmas advert, the use of a low aperture makes the fairly lights appear blurred, which gives the shot a fuzzy and warm appearance, sensations linked to ideas of Christmas. When editing the Vox pop together, the shots of people discussing similar things were all linked together, in order for the audience to hear about the same topic from different types of people (males, older woman and younger woman). This gave the audience a clear sense that Sandersons appeals to a range of people, meaning that more people are going to feel inclined to shop at Sandersons. The lighting used in post gave the image a very warm and colourful appearance, the tint used orange/pinkish which are colours which represent the general brand Sandersons go for, since a lot of the shop is white and bright, and also fits into the conventions of a Christmas advert.
Screen shot from House of Fraser's Christmas Advert:
Screen shot from my promotional video:
This shot is inspired by the type of font and graphic House of Frazer use in their Christmas advert. Sandersons is a prestigious brand designed for an ABC1 audience with a very high disposable income in the same way that House of Frazer is a prestigious brand for an audience with disposable income. The title connotes a sense of neatness, organisation, and expensiveness, since the brand and title Sandersons matches the style of the brands which are featured in the store such as Barbour, Penhaligons and Hobbs. This means that people who are interested in those brands are going to be attracted to the brand Sandersons.
Subscribe to:
Posts (Atom)
-
My promotional video was very successful because it clearly connotes the message FIND YOUR CHRISTMAS throughout the entir... -
The promotional Christmas advert for Sandersons was edited with Adobe Premiere on an Apple iMac, which has the correct specs for smooth vide... -
Intertextuality is when a media product cross's over another, for example when Rick and Morty cross over with the Simpsons. Intertextu...
