Category: Promotional Project


Evaluation of your Promotional Video Production:

You must critically evaluate your Promotional Video, not only at the end, but during all key stages of the production/planning process. This can take the form of comments on posts or within the posts themselves.

In your evidence you should consider the following:

Finished Product


  • Finished product
  • technical & aesthetic quality
  • suitability for purpose
  • meeting deadline
  • client & audience feedback.

Production Skills


  • Technical competence
  • Workflow and time management
  • Teamworking

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evaluation

On Monday 29th of April with the BSC’s we did a critical analysis of our Young Creative Chevrolet video submissions. It was good because we didn’t really know anyone personally on the BSC course, so that means that they would be more honest with the feedback rather than not trying to hurt our feelings. A total of 12 videos were submitted before the deadline from all of us and we watched them as a group and gave each other verbal and written feedback. The written feedback was anonymous so people wouldn’t be as afraid to write their honest opinions.

We watched everyones video twice, and my video was the first one to be shown.  The verbal comments were: It definitely explains the rules of football, the music works and is very upbeat with a good pace, and I had some nice visuals shown. It was nice to hear that I had hit all the criteria from the brief. There was also some exceptional verbal constructive criticism such as: The progression of the kid could have been a bit better, and shot of the television could have been better as well.

When we got the anonymous comments back to us, I received many mixed remarks. Some of them were nice saying: it was a clever was to explain the rules of football, good narrative, the editing was great, shots were nice with great composition and cinematography. The anonymous constructive criticism were:

  • Music is not upbeat just simple and slow
  • Too literal at explaining the rules of football
  • Editing was standard
  • Composition/Framing wasn’t great
  • Focus pull could have been more fluid
  • And almost everyone agreed that it does not make non-fans into fans

Having this all sink in, I try to justify some of it. I agree the music isn’t as upbeat as it could be but to my defense it’s really difficult to find copyright free music that works, and this music worked so perfectly with the family theme I was going for. As someone stated we were too literal at explaining rules of football, well that bit of the criteria was pretty vague, as explaining the rules could mean a possibility of things however you interpret it really. I would have to agree that we took it for its most literal sense and got a father explaining to his son the actual rules. I also agree and hold my hands up that the shot of the television wasn’t the best composition, we had to shoot the T.V off to the side to not get the actual picture in frame because of copyright infringement, which was a bit difficult with such a thin television. Finally almost everyone agreed that it doesn’t make non-fans into fans, nobody said yes but a few said it was possible but others just clearly said no. I guess it depends on how you look at it. The story is supposed to be about a father making his son into a great football fan isn’t that sufficient?

I guess with media everyone has their own opinions based upon their beliefs which is fine. It is good to get outside feedback and opinions because potentially it can make you look at your piece in a different way, and improve your video and make the necessary changes to better it.

I think the finished product is not too bad. I edited this video to cutting to the beat and also giving the audience something new and fresh to look at so they wouldn’t get bored. I do believe it could have been improve in many ways during production, such as the progression of the child. This was a bit confusing and if we would have had it right it would have been perfect. My partner, Jordan Schofield, used his siblings as the younger kids, and could only get his younger sister to play the littlest role. The thing about it is, you can blatantly tell it’s a girl wearing all pink, with a ponytail, and playing with a stuffed unicorn. Then the second kid has brown hair, and finally its me at the end with ginger hair. I know the concept is there but just with a little more planning we could have possibly have made this work. Also we weren’t the best at managing our time for this project. We had months to plan as as me and my partner were good for the majority of this, we lacked in executing our plan. We filmed only a few weeks before the deadline, and also the middle scene when the father is explaining the rules of football we had only shot a few day prior to this. Besides this major flaw, I believe Jordan and I were an amazing team.

Update: WON 3rd place in the United Kingdom!

Criteria: 4.1 & 4.2 

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Produce the Promotional Video:

You must shoot, log, edit and post-produce the final Promotional Video.

To evidence your production process you should log the following things in your Online Digital Portfolio:

Production


  • Production Techniques, e.g. single camera, multi-camera, sound and music dubs, studio, location, performance, staged, lip sync; formats;
  • Management, eg allocate roles and responsibilities, communicate with the client and the team, manage a budget, control logistics


Post – Production content to include:


  • Organisation: e.g. gather material; log material; proxies; EDL; to gather and order all material appropriately using a professional logging system
  • Edit, e.g. Assembly/Offline edit; rough cut, final/Online edit;
  • Effects, e.g. sound, graphics, transitions;
  • Export, eg file type, file size

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Link to planning of the promotional Project including storyboards and call sheets:

https://richardaholmes.wordpress.com/category/promotional-project/task-2-promotional-project/

Production: The beginning and ending scene we used two Canon 550D cameras to make things a bit easier,  and for the middle scene we only used a single Canon 550D camera. For  the beginning and ending scenes all of our shots were on a Libec tripod, and there were usually still shots apart from a few pan shots. The middle scene since we filmed that in the studio we utilized the Manfrotto tripod on the track to get some nice dolly shots. We also had some fun with this scene doing some focus pulls and some mild zooms. Our location for the beginning scene was Jordan Schofield’s house and the ending scene we shot in the park next to the college. Jordan was allocated director as he planned the concept and story for the video.  I was on camera, cinematography, and editing. Gareth Skinner also helped with lighting and some camera work.

Screen Shot of chevy edit

Post Production: I edited this video using Adobe Premier Pro CS3. It  was a short 1 minute edit and most of the work was just in pre-production. For the audio I used a royalty free song called ‘Continue Life’ by Kevin Macleod. The song was originally  1:54  long in length, so I because the contest allowed for 20 seconds to 1:30 I had to edit it a bit, in the end each scene had their individual but very similar part of the song. I also used a royalty free sound effect from http://www.freesfx.com of a football stadium atmosphere and the crowd cheering. Chevy Organisation

Here is a screen shot of me organizing all my music into separate folders and my video shots by labeling them properly and color coding them based upon quality. The contest submission had to be in two different formats on two different dvds. One being a large format for viewing 768×432 (16:9 aspect ratio), no larger than 80 MB, and the second one was a small format for sharing 320 (16:9 aspect ratio), no larger than 6 MB.  The end credits I also had to download Chevrolets specific font that they created and use Adobe Photoshop to stick them in there.

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Criteria: 3.1 & 3.2

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PART A:

This will be a practical task where you use the technical codes and conventions of film making, alongside the styles and theories we have studied in these sessions to create a cinematic trailer for the Level 3 Acting Performance of ‘Macbeth’.

For this task we will work as a whole group on both a Thursday and Friday to devise, plan and create the trailer in time for the evening of the performance.

The emphasis will be on applying the experimental techniques we have studied in the film studies project, with the standard techniques developed in the Fiction Project, alongside the technical knowledge developed in the Friday sessions, to produce a striking, experimental trailer that suitably portrays the central themes to the viewer.

Length of overall trailer will be: 90 – 120 seconds.

PART B:

You will then critically analyse the finished trailer, via a video analysis which should contain detailed analysis of meaning creation triggered by the use of technical codes, but should be presented in a similar style to IGN Rewind Theatre:  http://uk.ign.com/videos/2012/12/20/oblivion-trailer-rewind-theater

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PART A:

Our class got together with the level 3 performing arts students to create a short promotional video for their upcoming show “Macbeth.” It was a very rigorous all day shoot. All of it was shot with a canon 7D and 550D down in the boiler room of our college. It was the perfect scenery for the look we were trying accomplish and gave a great overall atmosphere and tone to the video. We each took turns taking a considerable amount of  time to compose each of our shots, making sure we light our shots perfectly. We decided to use two 300 watt lights with one 650 watt key light. We also used a selection Carl Zeiss prime lenses which gave our shots a very distinct look and feel to them. This limited our depth of field which meant our actors/actresses had to hit specific marks in order to be in focus. The opening shot we used the glide track to film a demented baby doll, we also had to hit certain marks with the use of timing to the song we decided to edit with. Altogether this day went extremely well with the help of  everyone collaborating efficiently.

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Criteria: 1.1

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While I was in London filming the city portion for my capture the spring in England, My cousin asked me to film his band having a jam session. I thought this was a great opportunity for me to capture some of their original work, and help my cousin out promoting his band. This was filmed in the late night of my aunties kitchen in Hackney, East London. Barry, my cousin, is the one playing the guitar. This song is called All the Time in the World, and it is about people with too much time on there hands. I picked this song out of all the ones I filmed because it has such a unique sound and catchy melody with the ukulele, as well as the excellent lyrics, they are just the icing on the cake. The singer has so much passion while singing this song it is unbelievable. I originally wasn’t going to post this on my wordpress, but I really loved it that much I had too. Although it’s just one shot and unedited, I still filmed it, and I’m glad I did. This is a great video to have and I’m sure it will promote there band further and get there music out there.

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On Friday the 8th of February, Pete Bendoris, Joey Lever, Gareth Skinner, and myself filmed Paul Lee who does covers of Meatloaf at Brooksby Melton College. This was the first time he had his friends along side him to duets and collaborations of classic rock at it’s very best. All four of us had our own Canon 550D with multiple memory cards and batteries if we happened to run out. We filmed 1080 x 1920 at 25 frames per second. I shot on stage left with an 80mm fixed lens and my job was to get close-ups, facial expressions and play around with the manuel focus and do focal pulls to change the depth of field. The show lasted 2 hours with a 30 minute break in-between. We used the break to export all of the footage we shot onto our Macs. For the audio used in the video we had the audio technician in the sound booth record the entire show straight to one of our Macs. Pete Bendoris did a lovely job directing and planning out all the details because he had the most experience with multi-camera shoots.

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Photos taken by Joey Lever.

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I edited this video in Adobe Premier Pro, using the footage we captured I decided on the opening song from Paul Lee’s performance  “Anything for Love” a tribute from Meatloaf. I wanted to use Adobe Premier because I am not that familiar with it as I mostly use Final Cut Pro.

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I also used Adobe photoshop for the title “Meatloaf and friends” taken from a flyer off of his website. I erased the background and then stuck the image into Adobe After Effects, I used a glow effect around the lettering, added in rain, and used key motion for a Ken Burns effect.

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The one problem we did run into was that because Pete Bendoris and I were facing each other we did pop up here and there in bits of the video. Next time we should possibly have a 5th and 6th camera person to have more footage to cut too when we appear in each others shots. Overall I believe we did a great job considering the amount of time we had to get ready, plan everything out, and get all set up.

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Me and Gareth Skinner on stage after the show had ended (and Gareth throwing up the west side).

A Critical Review of the Development of Promo Practice, Codes and Conventions

Promotional Video Past and Present Comparative Presentation/Report.

You should write a Critical commentary of 1,000 words (Approx.) comparing/analysing promotional videos in terms of video production codes and conventions

Alternatively, this critical commentary could also be done as a voiceover of a newly edited video with comparative archive clips embedded or as an accompanying text/subtitles over/alongside existing video

Or, could be presented as a website: “How to create a Promotional Video”.

In all your evidence you should consider the following:

Codes and conventions: style, eg informational, pastiche, homage, parody, surreal, montage, talking heads, documentary; Content; form, eg promos, training, music, information and sales

Current practice: equipment; mediums, eg film, video, animation; techniques, eg recording, editing, effects; formats, eg file type, file size, compression; storage, eg files, disks, tapes.

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A promotional video has a main purpose to supply information, either for a corporation, about a product, or a service being offered. There are many different forms of promotional videos, including training videos, music videos, informative health and safety announcements, promoting businesses, and publicizing products. Although there are several types of promotional videos out there, the aimed objective for them is all the same, simply to publicize, advertise, and further develop what’s being promoted. I will be analysing and comparing the codes and conventions in a couple of different promotional videos from the past and present.

This first promotional video is about the new invention from Motorola in United States around the 1980’s. Motorola publicizes one of the first ever mobile phones offered specifically for commercial use called “DynaTAC 8000x”. It was priced at $3995 and was later know as the brick phone. This video had intentions to promote Motorola’s new phone but its main focus was to inform people to utilize this amazing new revolution. This video is aimed at a wide range of people. Only about a few thousand people were using mobile phones around the time when this video was put together. It took over a decade for the market of mobile phones to kick into gear. To look back on this video now it seems a bit humorous to see how far we have come from this period. In this video Motorola has also advertised a car phone, which is a bit ironic because nowadays we need to use hands free devices when operating vehicles. This promotional video uses a voice over explaining the benefits of using mobile phones, all while showing visuals of hard working businessmen as well as people living laid back lives using this new gadget on the go. This phone was a massive symbol of wealth when it came out, just as a new sports car would be. Motorola mainly promoted it to powerful corporate figures that needed to take important calls while out of their office, but their long-term aim was to expand the usage of mobile phones to consumers.

Mobile phones have come a long way since 1983 and because they are more widespread now, Motorola’s main focus is to simply sell their products to consumers against their competitors. This is a more up to date promotional video by Motorola advertising their new 4G Droid RAZR M for the Verizon network in America. Unlike the previous promo video, this more recent advertisement uses a variety of different codes and conventions such as music, graphics, and Motorola’s company logo. The beginning starts out with some slow uplifting music and while artistically showing the performance of the RAZR M without actually showing the mobile phone itself. It creatively incorporates the visuals of the phone screen in the palms of people’s hands that are using it. It displays certain functions such as watching a movie on a rainy day, using the navigational map to assist travelers, cooking instructions, staying entertained by playing games, and shopping online while out and about. The mobile phone then appears for the first time in promo and a voice over states the make, model, and specifications of the phone being advertised. Fine print is then located at the bottom of the screen disclosing terms and conditions about mobile contracts. In the end of this promo, a small Motorola and Verizon Wireless logo fade in. Because this advertisement was designed for television it ends a bit abruptly, with no fade to black, it suddenly cuts off to start another advert. Personally I think it’s a really sufficient promotional video. Not only is this advert promoting Motorola’s product but they’re also promoting Verizon Wireless mobile service, as today most phones come locked with a specific company. If I were to make one suggestion for this video I would recommend for the logos at the end to be much larger. Logos are a very important part of marketing because consumers remember logos very well, which can increase sales dramatically.

I’m moving away from the advertisement side of promotion and focusing more on videos that promote information for safety and awareness. This next promotional video is again from the United States, from 1964. It is a council public service announcement from the Smokey the Bear Campaign. They incorporate footage from Walt Disney’s animation Bambi, which was made in 1942. They show the scene from Bambi where all the forest animals are trying to escape the flames from the burning woodland; they then integrate their animated character Smokey the Bear yelling “Fire! Fire! Run for your lives!” Fast, tension-building music plays until Smokey the Bear is in a burnt down graveyard of a forest. He then does a voice over giving informative tips to prevent dangerous forest fires. Smokey recommends snapping matches in half after using them, putting smoked cigarettes out properly, as well as correctly dousing campfires. He ends with his catch phrase “ Only you can prevent forest fires.”  I think this video was very well made and great for the time it was produced. It’s an impressive way to show the horrible repercussions caused by human-made forest fires. The catch phrase is excellent way of getting people to think differently and to not be careless when it comes to handling fires in the forest.

The final promo video is a more recent up-to-date public service announcement from Smokey the Bear made in 2009. The scene starts out with a couple in the wilderness. Soft and subtle music is played in the background. The gentleman asks his partner if she is “ready to go?” She replies that she is, but mentions that the campfire isn’t out. The camera smoothly pans as the gentleman glances at the campfire. He states that the fire is close enough to being put out. The camera then pans back to the woman but she is now a huge animated Smokey the Bear.  They use the woman voice over to explain, if the fire is too hot to touch it’s too hot to leave, and that it can potentially torch the whole neighborhood. It then shows a close up of the gentleman realizing he should act more responsibly when it come to fires and he basically says, okay, well we aren’t going anywhere until it’s put out properly. Then the final shot is of the man looking back at his partner to discover she is no longer Smokey the Bear anymore. It ends with a statistic of 9 out of 10 wildfires are caused by humans. Smokey the Bear then says his signature catch phrase “only you can prevent wildfires.” The one thing I would have to criticize would be that there are no titles or a company logo present at the end. This promo video is more modern than the previous Smokey the Bear video from 1964, unlike that one it uses recorded footage shot from a camera and an original scene, rather than animated footage from an already made movie. Overall I believe this is a clever way to catch the audience’s attention by catching them off guard because they’re not expecting the woman to turn into Smokey the Bear.

There are many types of promotional videos out there. They range in many different formats from television to online viewing. What they have in common is they all promote to a certain specific audience. Motorola first promoted to wealthy businessmen on the go, but now they’ve expanded promotion to anyone who uses mobile smart phones. The Smokey the Bear campaigns have always promoted safety awareness in America due to the high risk of dry forest fires. There are many different codes and conventions used for all the various types of promotional videos such as the editing techniques, video and audio transitions, music style, voice over’s, interviews, graphics, logos, and most importantly the selling point. A key thing a promotional video must do is stand out to the audience, so they will remember it. More straight forwardly, promotional videos advance the progress of the corporation, product, or service being offered. Promotion has been around for quite a while only until recently has it merged with video.

Criteria: 1.1

Plan the Promotional Video

Planning Your Promotional Video Production.

You must liaise, propose then plan – both creatively and logistically – the Promotional Video.

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Video brief with rules and regulationsPicture 6

YOUNG CREATIVE CHEVROLET VIDEO CONTEST :image 1

Treatment: (Thought up by Jordan Schofield) The advertisement starts in a living room with a father and his toddler
son, on the television is a football game, however we don’t see the game we only hear it and see a faint reflection on the actors as to avoid any legal issues involving the companies broadcasting the game. A goal is scored and the dad jumps up raising both hands and yelling “get in” the camera is a close up on his face, we then hear a toddler saying “get in” the dad turns in shock and sees the child copying him. It then cuts to the same dad with an older toddler, the toddler kicks a football and it goes past the dad into the goal, the dad and child grin happily at the achievement. It then cuts yet again to a ten year old(ish) child playing football for his school team, the dad is cheering him on at ringside. The child scores the winning goal and is lifted up. Cut again to the end, a close up of the chevrolet boot logo is shown as it opens and the childs football bag being placed in. Then a shot of the two in the front seat of the chevrolet, the dad turns to his son and nods saying “I’m proud of you son” the car starts and they drive off, Image (2)the make me a fan tagline then pops up in the now only scenery shot. Music: Slow building music until the goal is scored, then the music continues with its uplifting beat throughout the advert until the end.

(A month later) On consideration of the plot for the treatment has changed, instead of the child being apart of the football team at his local school he is now still with his father, scoring a goal in a country park, the scenes that happen after the school scene still happen.

Treatment shots: Begins with a medium long shot exposing the back of the living room and the sofa where the dad is watching the television with his infant son. A slow pan as the commentator of the football game gets more excited, the dads face begins to fill with anticipation as the camera slowly zooms in onto his face. As the commentator announces the goal the camera cuts back to a medium close up showing the top half of the dad as he jumps off of the sofa yelling “get in there” a second voice (The child) says the same thing, a close up of the man’s face is shown as he turns to face his son. A cut to a close up of the kid is shown in the Image (3)same position as his father. Cut to a shot of the car boot closing (football inside being taken out) close up. The scene cuts to a country park point of view shot from the toddler as he kicks the ball past his dad in the goal. It then cuts to a medium close up of the mans reaction, he runs forward into another medium shot as he picks up the child. Runs with the child past something, as they do it cuts to an older version of the son and dad, the two have arms around each others shoulders as they head back to the car. Last shot is of advert is a long shot as the sun goes down of the two heading to the car which is parked, the dads voice then comes through saying “I’m proud of you son” titles.

Update: Re-reading the brief properly we have come to realize that there cannot be any dialogue so it can be used for multi-national use (if Chevrolet decides to use it). So we took out all the dialogue. We also had to explain the rules of football, so the middle scene got replaced of the father teaching his kid the rules and regulations of football using toy army soldiers and monsters. Also the car was not used, so that also got cut out.

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Above are call sheets for our chevy promo. It includes: roles in production, actors used, shoot times, addresses for our filming locations, and the music to be used in our edit. Gareth Skinner helped in our production but couldn’t be credited as he helped Frankie Burrows and could only submit his name on one video. And below are our Release and consent forms from the actors who stared in the video. The younger kids had to get written permission from their parent as they weren’t 18 yet.
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Criteria: 2.1 & 2.2

‘Why Let Christmas Good Times Go Bad?’ video competition

Drink Awareness Campaign Advertisement (Contest) Submission

Drinkaware invites YOU to create a short film aimed at young adults highlighting the importance of having a good time this Christmas, while drinking responsibly.

Refer to one or more of the following ‘Why let good times go bad?’ campaign tips when creating your video:
* Turning down a drink is less embarrassing than throwing one up
* Eating isn’t cheating
* Miss a round, not the whole night
* Take cash on its own, when it’s gone, head home
* What’s the big rush? Drink too much, too early and you’ll miss out
* Alternate alcoholic drinks with soft ones

Synopsis: It fades from black to a pair of friends that are in a pub and they’ve just finished their pints of lager. One friend leaves and returns shortly to find his other friend has purchased him another pint. He says, “Here you are Mate.” Then it zooms in on the friends eyes and while he thinking, we hear sound effects describing if he would have had another pint and if he got too drunk, such as people arguing, and then a blurry visual of himself throwing up with a sound of a toilet flushing. Then the friends blinks and comes back around and instead or rudely refusing the already paid drink, he simply responds, “Thanks, but I think I’ll wait a bit.” It then has a shot of the two pints and at the bottom of the screen the campaign tip: Turning down a drink is less embarrassing than throwing one up. Then it slowly fades out.

Filmed by: Frankie Burrows, Richard Holmes
Staring: Richard Holmes, Jordan Schofield, Frankie Burrows
Edited by: Richard Holmes
Lighting by: Frankie Burrows, Jordan Schofield, Richard Holmes

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Here we are beginning to set up our 3 point lighting, making sure all lighting wires are taped to the ground, the tripod is secure,  and establishing our shot for the drink awareness video.

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Here is a screenshot of myself editing the drink awareness video in Final Cut Pro using the shots that I have picked out and put in my edit decision list.

Below are release and consent forms signed by the manager of the pub and by myself to give us permission to film there . Drink Awareness also needed consent from everyone starring in the video so we had to sign there consent forms as well.

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