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.
No comments:
Post a Comment