Archive for April, 2014

Research and Originate a detailed 2 sided A4 proposal, which must then be saved as a PDF document and attached to your WordPress blog under the required section for this Task.

The proposal must contain the following sections:

  • The Specific Aim and/or Requirements of the GeneroTV Project you have selected
  • The specific Mission Statement/Brand image of the artist/company you have chosen
  • The specific production objectives of your response to the client Brief:
    • Core Aim/Themes
    • Target Audience
    • Stylistic/Formal Techniques you will use
    • Budget/Schedule
  • The Legal and Ethical considerations that effect your response to the Client Brief


The Proposal must be supported by a Critical assessment of the original client brief and a Critical justification of how your proposal meets the needs of the original client brief.


This critical reflection must not exceed 1000 words or 3 minutes and be placed on your WordPress Blog alongside the proposal document.


Unfortunately for this task I won’t be doing an actual Genero Tv brief, as I was unlucky with the risk reward of playing the waiting game for new project briefs to start. So instead I spoke with my lecturer Jon Holmes and he said that I could do another MO Film instead, and this would meet the criteria for this unit.  So after looking at the open Mo film project briefs (there were many unlike Genero) I choose the brief that appealed to me the most, Nestle Rolo. Below is the brief  that I downloaded from Mo films website for Nestle Rolo.


To download the A4 Proposal for Nestle Rolo: Click Here


ROLO Filmmaker Brief


Launched over 70 years ago ROLO is one of the most iconic, well-loved confectionery brands

in the UK. It’s not just the iconic product and packaging that makes it loved, it also has one

of the highest ever recalled advertising straplines withdo you love anyone enough to give 

them your last ROLO?” This unique positioning was developed and advertised through a 10-

year campaign in the 1980’s, and truly cemented ROLO’s positioning and associations with

love, romance and a little bit of humour.


This campaign resonates strongly with our core ROLO consumers (adults!30+)and our

opportunity is to rekindle that association and love, whilst attracting the next generation of

ROLO consumers.



“When you are down to your last, delicious ROLO, it has to be someone extra special that

would be worthy of receiving it”– & this tension between the love of ROLO & the love

for another that is the catalyst for future communications.

ROLO consumers have a balanced, optimistic attitude to life (and chocolate) who love

seizing special moments and finding ways to capture them. What’s most important to them

is spending time with their loved ones, and for these consumers the “last ROLO” acts as a

symbol of that love and affection, but do you love them enough to part with it?


What we want:

ROLO wants to re-ignite the well-loved brand equity by bringing the iconic strapline and

positioning back to today’s group of consumers. Taking inspiration from the heritage and

associations we want you to make the next ROLO advert.

We want you to make a film that captures that tension of a person who loves the

indulgence of their ROLO and whether they share the last ROLO with a loved one so

answering the question…


“‘Do you love anyone enough to give them your last ROLO?’

Executional mandatories:

  • Can be live action or animation
  • Must feature the ROLO product
  • Format to use is the 52g Tube
  • Animated Nestle End frame to be provided
  • No children to be used in the adverts
  • Should look to incorporate the strapline either visually or verbally


Tone: light hearted, warm, loving, playful, humorous (subtle & not slapstick.)

Brand Personality: ROLO is thoughtful, affectionate and a bit of a tease 

Length: up to 60 seconds with ability to cut down to 30

Use: TV, Cinema or online

Target: Adult (male and female) 20 years+

Audience: Global

With all this in mind I did some research and came across a few do you love anyone enough to give them you last Rolo videos. Above is one that I liked from the 80’s. Its a simple humorous animation and it was good to see something like this because I believe this is the thing Rolo is potentially looking for but with more pizzaz.

My aim is to create something humorous that people can enjoy. So I came up with the idea of the main character enjoying a pack of Rolos by himself and when he gets to the last one his shadow on the wall comes alive and is begging for the last scrumptious morsel. The main character is un-impressed that his shadow is not following his movement anymore but instead requires proof that his shadow deserves this last Rolo more than himself.

For this the lighting must be right, so the shadow is very prominent but not too in your face. I want the lights to look natural and not too over the top and false. (Below at the Bottom) I have drawn a storyboard example of the shots that I want. This is subject to change but it was mostly to get a feel of what I will be shooting.

With my own equipment and lending the lighting kit from college I don’t think it should cost more than 20 pounds for the budget. This will be for public transportation and of course the Rolos. The shoot should take a day and the editing will also take about a day. I will edit this in Adobe After Effects to achieve the shadow having a life of its own. I haven’t considered the music to be used but I will most likely use music from the Mo films website.

Since this is a French competition and Nestle wants to show this globally I have decided not to use any dialogue as it can be used multi-culturally instead of being dubbed over. I enjoy that the brief is asking for it to be humorous and lighthearted which is why it appealed to me the most. Hopefully this idea with some more planning can be executed well enough and become shortlisted. The deadline is May the 12th 2014, so with all this planning I should have it submitted by then with loads of time to spare.

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Unfortunately I wasn’t happy with the results of the shots I recorded for this project so the idea has fallen through. I couldn’t get the lighting for the shadow to be right. I knew that the lighting would essentially be the most difficult part for shooting this video but I did not now the extent of how difficult it actually would be.

I booked the lighting kit out from college and spent almost all day trying to get it right but just couldn’t. I needed the actor to be on one side of the frame and the shadow to be on the other so I could easily merge the two clips together using masks in Adobe After Effects. But this did not happen. No matter where I seemed to positioned the light the shadow always fell right next to the character. I tried moving the camera and this also didn’t work. I moved the actor around and this seem to work but in the end he looked too much in an awkward position and it seemed too unnatural for the viewer.

For task three Im going to use the extra Mo Film I did for the music video group Hudson Taylor. I think this best suits Genero TV because it’s actually a music video which Genero usually does unlike an advertisement instead. I apologize for the inconvenience of this because I really wanted this video to happen as I really enjoyed the idea I came up with. In the future I will try to figure out a way to complete this shadow technique so I actually know what to do in that situation if I ever needed to do it.

Although I did help Vicky with her Rolo idea and also did my own edit because I still wanted to do something for the Rolo contest so below I have a screenshot of myself editing the video in Adobe Premier CS3 as well as the final video. I stuck to the brief and made the video under three seconds and included the tagline, do you love anyone enough to give them your last Rolo? I also didn’t use any dialogue (besides my name once) so it could be used multi culturally.

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Unit 80: Criteria: 2.1 &; 2.2

constructing the models


This task will see you produce models to fit the brief. You should produce a range of models that cover the techniques that you have been taught. Again some back up evidence in the form of a blog may be neccessary to evidence higher order skills.


For this task, our class was divided up into three different groups. Each of the groups was assigned to design appropriate models for the three different areas within the location ( interior of the garage, cafe/restaurant, and the exterior of shop.)

I got assigned the interior of the garage shop with Jordan Schofield, Andrew Miles, and Craig Ellis. We each sat down and decided a quick list of items that would be suitable for a garage shop. Then we assigned each of the items to all the members in our group.

Our list includes:

Hammer – Craig
Wrench – Jordanoily-2
Screws/nails – Andrew
Car jack and Car – Everyone
Oil cans – Andrew
Wheels – Craig
Work benches – Rich
Paint tins/tins – Craig
Drills – Everyone
Glue – Rich
Saw – Andrew
Wood – Jordan
Work hat – Rich
Pliers – Jordan
Screwdriver – Andrew
Box of tools – Jordan
Air pressure pump – Jordan
Coffee mug – Craig

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First I wanted to start with something quite simple as I’m not as experienced in blender as I would like to be. So to get more familiar with the application I looked online for step by step blender tutorials, and I found a video on how to make nuts and bolts (shown below). I thought this was perfect as it would work perfectly in a garage setting.  I started out with a mesh cylinder and changed the number of  vertices to six to give the nut it’s basic shape. Then I cut the nut in half and mirrored it so whatever I did to one side affected the other, thus saving me half the time. To make the hole through it, I selected the top face and pressed the I key and scaled down where I wanted the hole and extruded in to where the mirror was and deleted the faces that were unneeded. Then I used loop tools within blender to make the hole more circular. By adding appropriate cuts here and there I made the nut more defined and I also used the sub division surface the smooth it out. In the end i was going to the ridges inside the nut but considering that the nut will be quite small in the game that you wont really notice that detail so it would have been a wast of time doing it.

Next I started on a hardhat or helmet that I was assigned to compete. I went for a more basic one because I imagine that in 1950’s there wouldn’t be too many complex work helmets available. I started from a sphere and easily deleted the bottom half of it to get the basic shape of the hat. I then selected a few points at the front of the half sphere and extruded them to create the brim of the helmet which I then rounded off to make more realistic. Then I made three cuts in the helmet itself to a few bulges that hard hats typically have. Finally to make this resemble a hard hat rather than a simple baseball cap, I sourced a construction yellow texture online and covered the hard hat in that and it gave the helmet the necessary look that it needed.

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Below I wanted to check another model off the list I had to do. So I thought the workbench was a good thing to work on next. I stared with a cube and scaled it to what I wanted the size to be. I extended the width of the bench to more of a rectangular shape. Then I wanted to make the supporting shelf stands and I did this by making four vertical cuts on each side of the work bench and two horizontal cuts. This made two squares on either side that I extruded which made the supporting beams for the shelf. I tapered these beams to give it a more wood like feel.  Then I designed the the shelf brackets and shelf itself by pulling them out and then connecting them by using the blue arrows. Then I made drawers in the front of the work bench with handles. I then coloured them different colours so I could texture them with a wood grain each a bit differently so the appear more prominently.

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(Below) Here I started working on a model of spray paint can to put in the garage shop in the game. It was relatively easy to make this model even for a beginner like me. I started out with a cylinder and scaled it to my desired size. I made little lips to the top and bottom of the can by making little cuts there and then extruded them by scaling the z axis outwards a bit. Then I extruded a decent amount for top half of the can and then by selecting the top points I scaled them inwards to get the top part of the can. I then made an extra lip on that and from there I made a little bowl by extruding and scaling inwards. From there I made the nozzle come from the center of this by extruding and then extruding once again to make the nozzle cap. From here I added another mesh cylinder and scaled it down really small and placed it directly center of the nozzle cap to create the hole from where the paint disperses from. I then smoothed the model out by adding a sub division surface to it. This basically was the model done. I then played around and textured the can by adding a spray paint label I found online, making the metallic parts silver and then finally the nozzle cap red.

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Next I made a 1950’s style old radio. I made this by starting from a cube and extending it making in more rectangular. From here I cut it in half and and also vertically twice. From here I extruded it inwards then bent them in to make from for all the controls. I made the knobs by adding in 2 small cylinders and placing them by the tuner. I also made push buttons by making loads of cuts and extruding them all evenly some pushed in while others left out. I applied different colours for all the textures I wanted. I used a woodgrain for the majority of the radio, an old radio mesh for the speaker, I used an image of an old radio tuner for the radio stations, and I made the knobs black and the buttons white.

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Unit 69: Criteria 2.1, 2.2, 2.3

The first task is one of recording your skills in 3D Modeling. Throughout the project you should be explaining the techniques you have learnt and explaining how they fit with the final considerations of the brief.  

Whilst the module is practical in the main certainly to achieve higher grades you might need to explain techniques and skills where they may not be apparent.  

It may be that you evidence them through video tutorials explaing how to produce models and the rationale behind the modelling processes as long as you exhibit the requirements of the grading criteria.  

This must include techniques, modelling tools and cross platform considerations. 



For our 3D modelling unit our project is to construct various models for an interactive children’s game. The games setting will be a 1950’s mid west American gas station similar to the one pictured above. A robot crash lands there and the objective within the game is to uncover several lost pieces of a broken rocket ship to be able to repair it. The game is inhabited by both humans and animated tools/objects. the protagonists are the tools and the antagonists are the humans. The target audience will be for children aged 4 to 7 years old.

We are using Blender which is a free open source 3d modeling and animation software. It’s quite complex especially with no prior knowledge of the software or modeling at all. I have never done any modeling or animation whatsoever, so it was extremely daunting to dive in head first. We started by getting familiarized with the software with all the terminology and hot keys used in the application (as pictured below).


This is what I struggled with the most. Everything is easy as long as you know how to do it otherwise it is quite the opposite. So we began with some basic object to model such as a wine glass, a wine bottle, and a table. Below is a few screenshots from the basic table we designed.

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To save time I did this by doing 1/4 of the table and adding a mirror modifier to complete the other 3/4 of said table. I used the extruding option by making cuts within the table to make the legs and then I used the scale to taper it making it smaller at the bottom. I then tried to add a wood grain texture to it but I was having issues with it with my version of blender on my laptop. Tony then showed me how make your own texture within blender rather then adding a image instead.Screen Shot 2014-02-27 at 11.43.00

Next we made designed a more complex barrel. This was definitely more difficult then the previous wine glass and table. It required numerous steps that had to be done correctly and in the right order or it wouldn’t turn out right. I honestly cannot remember each and every step as there were so many but I did learn some valuable techniques such as using a cylinder to start out with instead of a cube for rounder objects, using a barrel curve modifier give the barrel its curved shape, and a sub division surface will smooth out the rough edges.

Unit 69: Criteria 1.1, 1.2


Formulating the Project:

For this project I needed an external brief to meet the criteria of this assessment. I knew I wanted to make a short film for this project, so I did some research on competitions in the UK. I found the Sundance London Short Film Competition online via the website Although the competition would probably be stiff, it was too perfect to pass up as it fit perfectly with what I wanted to do. Another added challenge was that the competition deadline was in less than four weeks. However I wasn’t going to let that deter me, if anything it motivated me to get the video finished before the deadline because in the media industry most projects are given a maximum of two weeks.


The first thing I did was send the link to my fellow classmate Jordan Schofield to see what he thought about it. He really enjoyed the brief and was willing to collaborate with me on it. We discussed the brief and what it consisted of. The video had to be 3 to 5 minutes long and the brief states that the theme had to be inspired by the theme, “Making A Go Of It.” This was followed by a short paragraph that stated.

“As the world around us changes rapidly, it seems we are constantly striving to either get ahead or get by. This year we are looking for stories about moving forward in life, love or loss and the pursuit of what makes us inspired to keep going. Sometimes these are happy stories and sometimes they are poignant, but they always change the way we look at the world.” – Sundance London

With this, we decided a few main components that we wanted the video to consist of, and from there we did a rough brainstorm of how the video would be put together. So since Jordan loves writing scripts, and I’m not the biggest fan, it was bestowed upon him, that he took on writing the script for this short story. We both came up with ideas, and Jordan produced the dialogue.

We started with the ending first. We knew that whatever the story ended up being that we didn’t want a cliche happy ending, as most videos tend go down that road. The problem with that is it’s just not realistic, as life isn’t always happy as media usually makes it out to be. We then devised the story around this factor. We came up with the main character wanting to be a successful writer but struggling to find jobs in this industry. This is also a real struggle that many people face once they graduate university, so I quite liked that fact that the story remained true to reality. Below are the notes/ brainstorm leading up to the script.

Main Components:


Opening scene is a dream of the main character of his/her ideal job. ie writer

Second dream is the main character younger with a parent saying they can be whatever they want to be and anything is possible.

Maybe third dream during interview process ???

-Wakes up, walks past his degree, showing he is capable.



Between mom or girlfriend for added character development asks if he has any luck with job hunting

Newspaper on side, red circles around some jobs, some crossed out already.

Computer open on job site.

Gets phone call, being denied another job, his face drops, and he crosses out another red circle on the newspaper

Throws paper in the bin, camera follows, zooms in, when zooms out it is the psychiatrists bin (bridge between scenes).



More character development

See that the main character is afraid of actually going for this big job and afraid of failure

Doesnt want to work a factory job like everyone else


After this he is confident, montage of him getting ready for his interview, circled date, brushes hair, sprays mouth, puts on suit and tie, polishs shoes etc etc



Really trys hardest for this big interview, gets suited and booted/practices his interview in mirror

Cuts as he sits down across from the employers, with him smiling hopefully



Comes home with a factory jumpsuit on.

Slumps down on the couch/ chair.

Looks tired is not happy, slow pan out to symbolize he is alone and he comes to realization that his life is not how he wants it.


 Implementing the Project with Agreed Procedures:

With our idea set in stone and the script made it was then time to get this video made. Andrew Miles offered to help out with the production which was very nice as we definitely needed the extra help. So we then allocated roles and responsibilities. While I would direct and edit it, Jordan would write it, and Andrew would be in charge of head camera operator as well as lighting.

We also decided that we would all be acting in it, as sourcing actors would be too difficult of a task to do within such short of a period. I decided that I would take on the main role while Jordan took on the role of my psychiatrist, and Andrew would be the person interviewing me in my dream. We also acquired Gareth Skinner from college to help act a bit, as well as Jordan’s father and younger brother who also did some acting. I also arraigned an external music composer to create an original sound track for the video but due to time constraints with the contest deadline, I was forced to do the sound design myself sourcing royalty free music and sound effects.

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As a team we all pulled together and produced this project to get it made. We had 5 locations all together: Andrew sourced his mothers office in Syston for the 1st dream sequence. Next I had used my home for the main portion of the short film, I also used my Aunties house in Grimston for the psychiatrist bit. Jordan used his house for the 2nd dream sequence and finally we used the college for the job interview towards the end, both of which are in Melton Mowbray. We made a shooting schedule that consisted of 5 days over the course of 2 weeks.

To get to and from location we all relied on public transportation, which wasn’t all that bad apart from lugging heavy equipment on a crowded bus. We used most of our own equipment, such as multiple canon DSLR’s, a tripod, My Rode video mic pro, and a jury-rigged boom pole. From college we had to book out the photonbeard lighting kit and the 1 metre glide track (which were the biggest kit we had to lug around).

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I had also considered costumes a major thought. Since Jordan was going to be a psychiatrist he needed to be dressed in somewhat smart clothes. Although he didn’t seem to have any to suit that role. So I went to the thrift shop and found a nice collared shirt and a sweatshirt to go over it for a reasonable price. I would say for the scene it suited him quite nicely. Next I wanted the factory uniform that I wore at the end. I located one from the Country Co store for about 20 pounds, which wasn’t bad but considering I only needed for one scene and nothing more I returned it and gained my full money back, not bad if I don’t say so myself. Also Smart clothes were also required for the first dream sequence and last interview scene.

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The main prop that I had to get ahold of was a college diploma in a frame. This was to add to the character development to show that the main character had the qualifications but just struggled to get a job in the industry. So since I’m still working on my diploma and I’m doing media not journalism, I thought I’d just make one instead. I downloaded a diploma online (one from California which was very suitable for me) and I erased the name that was on it and replaced it with mine in Photoshop. I used a specific font and even curved it a bit so it was more realistic. In the end it looked somewhat real which was good for what we needed it for.

Once all this was done I had a week and a half to edit the video as well as did the sound design before the submission deadline. This was all done in Adobe Premier CS3.


Below I have release and consent forms for actors who appeared in the video as well as spoke in the video. In addition there are also location release forms for the places we filmed.


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Evaluate Project Outcomes: 

I spoke to my lecturer Paul Smith about this video, and he gave me some really good critical feedback. He made a few valid observations as well as pointing out some mistakes we had made and I gladly took them all in and learned from them.

Above are 2 shots from the beginning dream sequence. In the first one I am looking left towards Andrew while the second I am looking right towards Andrew. Although I am positioned on the left side of the frame this still makes it really confusing to the viewer. This is because we broke the 180 degree rule and we crossed the line of action while filming. This is the only time we made this mistake during this shoot, but if we never had the first shot then things would have been okay. Paul did say that since it was a dream sequence, that we could have gotten away with it if we actually did it intentionally because dreams aren’t always normal.


Above is another two shots that we used from the short film. I cut from  the mid shot to the close up because I wanted to show more emotion with the characters. The problem is the continuity with the little boys neck. In the first shot he is leaning back more, which makes it not flow and obvious that we filmed multiple times. To avoid this, next time while filming, I’ll get a shot individually of each characters face, possible an over the shoulder shot so it makes continuity and editing much easier.

Another criticism that paul had was the fact that nothing was pushing the main character to go and get this job. We needed more character development to make this a real problem for him. Paul suggested that maybe the mother is pressuring him to go out and get a job and she is always nagging him about it otherwise she’ll kick him out the house.

I completely agree with this point. Watching this video I feel as the problem isn’t intensified as it should be. This was definitely a learning experience for next time though. To my defense, if we had done something like that, it would greatly surpass the 5 minute limit for the contest. The video was cut down from 8 minutes to 5 minutes already, so adding in more scenes would have been very difficult from me when it came time to edit.

Other than these mistakes I believe the video was shot quite well and had a somewhat high production value. With a little extra time I think we would have realized these problems and fixed the issues accordingly. Next time I will make sure not to break the 180 degree rule as it can confuse the audience, as well as create more of a problematic setting for the main character so it engages more with the viewers.

Unit 3. Criteria 1.1, 1.2, 1.3, 1.4, 2.1, 2.2, 2.3, 3.1, 3.2, 3.3, 4.1, &; 4.2