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.
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