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Moving Image Project: Evaluation

For this brief I feel I could have done a lot better than what I did do, the project required us to create a short 60s advert of a product and that advert could be based off an older advert. I couldn’t find that may adverts on hot chocolate so I had to make up mine from scratch. My story board could have been better as well and the structure of my advert wasn’t great.

In the end the advert I made looked ok but also rather plain compared to some of my classmates work, so all in all if I was to do this again I would probable choses a different product and work even harder on the project.

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Moving image project:

Hot Chocolate advert.

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Moving image project: Production and Post-production.

Production

Create a 60s advert using your storyboard

Consideration of lighting, composition, appropriate camera and lenses should be justified on blogs

DSLR or other

Research into frame rates and shutter speeds (180 degree rule)

Post-production

Identify an appropriate video editing software of your choice

Using your storyboard and captured video files, create your advert

Batch rename your moving image files

Import into video editing software

Consistency across clips will be key

Apply an appropriate colour grade and basic camera corrections (light/contrast)

Any music must be copyright compliant

Export video to professional standards:

1920 x 1080p (Full HD)

Codec: H.264

Frame rate: dependant on capture device (30fps/25fps)

Videos taken and sorted as to which is which shot on storyboard with extras in as well. Renamed for which shot it is.

Software using is premier pro. although I had to do this editing in two parts where I put the video together and exported it before opening up the exported video as a new project to add in the extras and audio.

Putting video together.

Adding audio etc

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Moving image project: pre-production: part 3

Select one advert that you will recreate for yourself, this should be roughly 60s long.

Appropriate and professional methods of storyboarding should be investigated and presented.

Create a storyboard for this advert that clearly states the following:

Sequencing of shots required

Camera movements for each clip

Composition of each clip

Equipment for each clip: camera, lens choice, tripod/gimbal?

Location for each clip

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Moving image project: Pre-production: part 2

Research into three short moving image adverts

Where is the advert displayed (TV, online, digital billboard etc)

What moving image techniques can be seen in these adverts?

What makes this advert successful? (is it simple, is it humerous etc)

How does the advert help communicate the brand?

https://www.youtube.com/watch?v=S2nBBMbjS8w

What makes this successful is that its not the ordinary advert of a person but with the polar bears it caters to a larger range of audience to the point its memorable for being a fun and easy to watch advert, unlike some adverts today were they are hard to watch and annoying to the fact the point is being forced in your face, this advert isn’t its easy going and memorable for giving the product but having a bit of fun along the way.

This advert is an animation but the way its been done is showing a variety of different viewpoints from wide views to close-up.

The music goes along with the tempo of the animation as well were at the beginning its nonchalant to when the polar bear is flailing around and falling it goes into a higher tempo to the end where it slows down again, showing the urgency that the bears were trying to catch the bottle to where everything was fine again.

https://www.youtube.com/watch?v=TnzFRV1LwIo

This advert is rather memorable because of the gorilla playing the drums was something that no one had expected from an advert for a chocolate bar, the thig that made this advert successful was the fact that it wasn’t the traditional advert and it was unexpected but funny and unique at the time.

This ad has a variety of different shots from extreme close-up to medium to wide shot al intermingling as it switches between a lot of different views editing in a way which flows perfectly together.

The music hit a spot with most people and the fact it was chosen for the drum section was perfect. The actual product doesn’t get shown in the advert proper at the start you have their iconic saying a glass and a half which tells you who the adverts for and the product doesn’t get shown till the end where the screen goes purple and the bar appears.

https://www.youtube.com/watch?v=JW0a70sPnNI

This advert for deluxe paint featured the iconic deluxe dog, this advert was funny and slightly relatable as at the start you see the product but the guy cant find anything to mix the paint and so we follow the dog on a journey to find something the guy can mix the paint with, it is almost like the dog multiplies as he is joined by several different dogs all carrying something different that he can mix with. I think this was mostly successful for the relatability of trying to find a tool to mix the paint also the dogs.

This ad has several different viewpoints medium close-up, Arial view, wide shots, panning, and a couple more.

The music going along with the dogs is very fast pace and shows that the dog is going as fast as possible to find things for the person to use. Also showing the ciaos that the dogs bring in while trying to find the objects, the music fades in as the dog starts running and fades to a stop as the dogs stop, sit and drop all the items that it found and then it starts over again at the end as the dog runs off again.

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Moving Image Project: Pre-production: part 1

Research into a variety of moving image techniques

Camera movements: panning, tilt, zoom, tracking, dolly, pull focus

Composition: Long shot, medium shot, close up, point of view, bird’s eye

Identify three pieces of equipment which aid steady footage

Camera movements:

Panning -  Panning is when the camera slowly pans from one section over to another like if you were to take a video of a room or wall to get it all in you would have to pan across it to have everything in and still be able to see it properly. This usually takes place with the camera body being in a fixed position but moving the way it is facing horizontally.

Tilt -  Tilt is when you move the camera vertically usually used when emphasising a point like the height of a building by looking up or the hight of a cliff by looking down. Again the camera body is usually fixed and its just the way the camera is facing that moves.

Zoom - Zoom is almost a transaction between viewpoints like going from a wide angle shot and zooming in to a mid-shot or close-up.

Tracking -  Tracking is when the camera moves with the subject like takings a shot of someone moving through a room or shooting someone walking through a crowd. Tracking shot is the name used for when the camera moves through a scene these can be used to follow a moving subject or to simply show of a set/scene.

Dolly -  Dolly is when the entire camera is fixed on a steady surface that can be moved around like a tripod on a track or a motorized vehicle, this allows for fluid movement of the camera like filming someone walking into a room from the front, this is similar to tracking, this method is used in sets and tv shows.

Pull focus – Pull focus is where the focus is shifted between two to three people or subjects to shift the viewers focus to these different areas of interest, this is done to refocus the audience to watch out for this object/subject and can often be used when the cinematographer wants the audience’s attention on different aspects within the action.

Composition:

Long shot - long shots usually consist of far shots at eye level that provide the viewer with an image of the full body whilst not being too far away, this can get exaggerated into very long shot and extreme long shot these show more of the surroundings than the person but they are still there.

Medium shot - medium shots are videos and images that are taken of a person in a way that includes the head down to the waist, these shots are usually used for details and when more than one person i the frame may be taking or even when using a pull focus to show a group of people taking only to focus on someone in the background.

Close up - close up shots are as they sound, these are shots that are close up onto the face and neck and can go as far in as only showing eyes or specific features this is called extreme close up, the one you end up using depends on they type of shot you want to take and the message you are making.

extreme clos-up

Point of view - Point of view shots (POV shots) are shots and videos taken in a way that shows first hand experience, this shot gives you a look into the way this character. person etc sees the world and those around them, can be seen a lot when two people in a scene are talking the POV switches between them.

Bird’s eye - Bird’s eye shots are shots taken from a high up angle and can be as far up as above buildings to show a layout of the city etc. these type of shots are usually used when wanting to show a layout or surroundings from above the subject, great from showing a lot in frame as well like a group of friends studying at a table before going into a different shot for their conversation etc.

Identify 3 pieces of equipment which aid to steady footage:

Video tripod - this is basically like your normal photography tripod apart from it has additional features specifically for camera movement and such.

Portable dolly - although this option is bulky and heavy.

-Gimbal - this option I believe is heavy but move portable and flexible with the movement that can be made.

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Structure project: Production and Post-Production.

Production

A series of at least 5 images of a structure.

Two images must show perspective control of which a minimum of One image must be a wide shot showing the entire building.

A structure’s interior can also be considered if Covid restrictions allow. Be creative with viewpoint, perspective, what you show and what you don’t.

post-production

Optimise & Enhance the Architects vision with suitable editing, with supporting screen grabs and justification.

Contact sheets showing a selection of images and final image selections.

Explore different digital presentation options for the series of images (a web page, a pdf, a single Canvas).

Contact sheet of all images:

All 6 images before edits:

All 6 images after edits:

A few of my images have a perspective control these most prominent ones are the full view image and the semi side on image. 

Other edits that have been made are shadow and highlight tweaks and in some cases a slight colour brightening or lessening, most of these edits taking place in adobe raw with the perspective fixes being done in adobe photoshop proper. 

For the digital presentation I was thinking of making a flipbook like we made before for a different project.

I decided in the end to use a flipbook maker called flip snack, here is the link to look at my flipbook:

https://www.flipsnack.com/5CDD7A88B7A/structure-brief-by-zoe-graham.html 

Preview screen shot:

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Structure project: pre-production: part 3

Plan your shoot. An online first scout (google street view), a site visit, consider if permission is required for access. Light direction and quality are key, a weather report and an idea of where the light travels from AM to PM on your Structure will aid your plan. Consider if there is Artificial lighting and when it is operational. The best Architectural Photography is about getting the best light, good planning saves time.

Plan:

Building: Pollok house in Pollok park (it may be slightly old but its got a lovely structure and architectural properties. and is only a few minuets walk from where I live.

Images: different shots from the outside as you can’t get inside. these shots will be taken at different points of the building as it is a rather large building.

Timings: this is a hard one to plan as the sun and the clouds have been different everyday, I am thinking of early morning or at least between 11am - 6pm that’s the best times for optimal sun although if wanting a setting sun or 

Weather: sunny, or can do overcast in a pinch, maybe a mix of both but absolutely no rain or too much clouds.

Lighting direction: hoping mainly to get off facing light so its not directly on the face of the building but still hitting it in a way that gives shadow and light.

Equipment: Camera, tripod, memory card, lens, filters (NDF’s, lens hood in case sun too bright), Umbrella just encase, spare batteries.

Weather from starting my images to extra day when I retake images:

Inspiration images from google maps on areas and sections to photograph: Google street and satellite view.

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Structure project: pre-production: part 2

Research & Experiment Perspective corrections using different  techniques, this must be included in at least two final images.

^ tilt (back and front) shift, great for when you cant get the best position for getting an image without having a perspective problem. 

^ straightening perspective to create straight lines, usually needed when taking far shots of a full and tall building as the tops most usually start to drift together creating a slant instead of a straight up and down which can be fixed with this shift. 

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Unseen finished worksheet pages for the final 3 sections.

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Structure Project: Pre-production: Part 1

Find 10 examples of Architectural photography from diverse sources which explore varied aspects of a building, look for wide shots, detail shots, abstract shots, human interaction. Record your comments and thoughts on the skills displayed, the quality of light and how the photographer has enhanced the Architects vision.

This uses a range of different techniques from framing to size showcasing, the image as a whole works well and shows the building in a unique sense.

This isn’t really a building or really you can’t see a building in this image but it is a work of unique architecture with the side walk and steps forming this unique flow.

This image at first looks complicated and then you realize that the spiral is made up from two paths their must be some sort of one way system in this building, but the stars are lovely and show a grandeur most places don’t display.

This image is not the best but it shows a great understanding of symmetry and how shapes work together. 

This is a perfect example of perspective imagery showing symmetry as well, this image is pleasing to the eye even with its slight over exposure of the sky.

The photographer has made amazing use of the sun and reflections for this image giving it these vivid and lovely contrasting colours.

The contrast in this image gives it a sense of olden times and gives this building a look of being old fashioned, I mean I couldn’t find when it was taken so it could be from the earlier days of photography.

This image is way blown out with the contrast but in this case it works well in perspective and its almost negative space photography with the way the black and white show, the only down side to the image as it doesn’t show much in the way of detail.

There are quite a few images of this building since it was built, I visited once and in every shop around there were different versions of images and Perspectives, this is a very unique building that several techniques can be used on and ones like this are increasingly popular where you are in close seeing the details and slight discrepancies and seams that are faint from standing afar.

Links for where I got the images not in order:

https://expertphotography.com/complete-guide-architecture-photography-98-tips/

http://www.photoble.com/photo-inspiration/20-examples-of-excellent-hdr-architecture-photography/

https://photography.tutsplus.com/articles/25-stupendous-examples-of-architecture-photography--photo-7566

https://www.pinterest.co.uk/pin/445363850621098453/

https://www.lifechilli.com/impressive-architectural-photography-tips-and-examples/

https://www.1stdibs.com/collections/architectural-photography/

https://mcateerphoto.com/

https://iphonephotographyschool.com/architecture-photography/

https://www.picturecorrect.com/tips/sun-and-lighting-for-architectural-photography/

https://www.clairewilliamsphotography.co.uk/blog/2016/1/12/architectural-photography-scotland

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Slow motion video of watered paint in water.

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Unseen project: Final: 2 images and 1 video. The video will be in a separate post.

Cross polarisation.

high-speed flash.

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Practice before starting on our own moving image project.

The class came together and decided on what clips we were wanting and we each edited them together in our own way, adding in music and transitions etc.

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Unseen project: practical application.

In the studio we had a few set-ups that we could use to try out these different techniques that the worksheet had us research, it was fun and very informative.

High-speed flash.

Cross polarisation.

Micro.

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Unseen Project: Research task/worksheet

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Moving Image Project: Research task/worksheet

Task #1 Research a selection of memorable adverts that have stuck with you since your childhood. • Describe what it is that you think makes these adverts so successful; • Study the way your chosen adverts have been shot and edited and the important role that sound and narration play in the production of these Ads.

https://www.youtube.com/watch?v=S2nBBMbjS8w

What makes this successful is that its not the ordinary advert of a person but with the polar bears it caters to a larger range of audience to the point its memorable for being a fun and easy to watch advert, unlike some adverts today were they are hard to watch and annoying to the fact the point is being forced in your face, this advert isn’t its easy going and memorable for giving the product but having a bit of fun along the way.

This advert is an animation but the way its been done is showing a variety of different viewpoints from wide views to close-up.

The music goes along with the tempo of the animation as well were at the beginning its nonchalant to when the polar bear is flailing around and falling it goes into a higher tempo to the end where it slows down again, showing the urgency that the bears were trying to catch the bottle to where everything was fine again.

https://www.youtube.com/watch?v=TnzFRV1LwIo 

This advert is rather memorable because of the gorilla playing the drums was something that no one had expected from an advert for a chocolate bar, the thig that made this advert successful was the fact that it wasn’t the traditional advert and it was unexpected but funny and unique at the time.

This ad has a variety of different shots from extreme close-up to medium to wide shot al intermingling as it switches between a lot of different views editing in a way which flows perfectly together.

The music hit a spot with most people and the fact it was chosen for the drum section was perfect. The actual product doesn’t get shown in the advert proper at the start you have their iconic saying a glass and a half which tells you who the adverts for and the product doesn’t get shown till the end where the screen goes purple and the bar appears.

https://www.youtube.com/watch?v=JW0a70sPnNI

This advert for deluxe paint featured the iconic deluxe dog, this advert was funny and slightly relatable as at the start you see the product but the guy cant find anything to mix the paint and so we follow the dog on a journey to find something the guy can mix the paint with, it is almost like the dog multiplies as he is joined by several different dogs all carrying something different that he can mix with. I think this was mostly successful for the relatability of trying to find a tool to mix the paint also the dogs.

This ad has several different viewpoints medium close-up, Arial view, wide shots, panning, and a couple more.

The music going along with the dogs is very fast pace and shows that the dog is going as fast as possible to find things for the person to use. Also showing the ciaos that the dogs bring in while trying to find the objects, the music fades in as the dog starts running and fades to a stop as the dogs stop, sit and drop all the items that it found and then it starts over again at the end as the dog runs off again.

Task #2

Research a variety of Moving Image techniques: - Camera movements: panning, tilt, zoom, tracking, dolly, pull focus; Composition: a} Focal length, long / standard / wide; b} Viewpoint, high (birds eye), eye level, low (on ya hunkers); c} Action, identify what is moving in the frame (to aid the transition 'cut on a move')

Camera movement:

Panning – Panning is when the camera slowly pans from one section over to another like if you were to take a video of a room or wall to get it all in you would have to pan across itt to have everything in and still be able to see it properly. This usually takes place with the camera body being in a fixed position but moving the way it is facing horizontally.

Tilt – Tilt is when you move the camera vertically usually used when emphasising a point like the height of a building by looking up or the hight of a cliff by looking down. Again the camera body is usually fixed and its just the way the camera is facing that moves.

Zoom – Zoom is almost a transaction between viewpoints like going from a wide angle shot and zooming in to a mid-shot or close-up.

Tracking – Tracking is when the camera moves with the subject like takings a shot of someone moving through a room or shooting someone walking through a crowd. Tracking shot is the name used for when the camera moves through a scene these can be used to follow a moving subject or to simply show of a set/scene.

Dolly – Dolly is when the entire camera is fixed on a steady surface that can be moved around like a tripod on a track or a motorized vehicle, this allows for fluid movement of the camera like filming someone walking into a room from the front, this is similar to tracking, this method is used in sets and tv shows.

Pull focus – Pull focus is where the focus is shifted between two to three people or subjects to shift the viewers focus to these different areas of interest, this is done to refocus the audience to watch out for this object/subject and can often be used when the cinematographer wants the audience’s attention on different aspects within the action.

Composition:

Focal length:

Long – This type of focal length gives the photographer a close crop effect and can be useful for nature and close portraiture (without the need to be right in at your subject’s face).

Standard – This focal length gives the least amount of distortion and can be flattering to the subject at hand.

Wide – This focal length is best for landscape, interiors and when working in confined spaces, this focal lens can have distortion and in times where you don’t want distortion but want the wide angle you may need to edit.

Viewpoint:

High (birds’ eye) –

Birds’ eye = This view is shot directly above and overhead of the subject. This is often used to make the subject seem small and insignificant and can also be used to show a general view of the scene.

Hight view = This view/angle is not as extreme as birds’ eye, but it is high up at an angle to the subject this can be used for overall views of the scene while avoiding being overwhelming. This view is often used when showing the landscape and view of the land. E.g. when an intro is showing the city in a film or tv show this is the angle used.

Eye level – Eye level shot is basically how it sound it’s an angle of view of that and eye would see, these are a neutral view. These shots are more realistic in nature.

Low -  Low angle/view supports the opposite effect of high angle/birds’ eye as this angle makes all actions and subjects appear taller or more powerful, this is often used when making someone look more intimidating or used when doing a point of view of a smaller character (like a child), this angle is also good for and overall scene if wanting to build suspense in the scene.

Action:

Identify what is moving in the frame (to aid the transition 'cut on a move') – 

Often when switching between a mid-shot and a POV shot the actors eyes will move to where they will be looking or they will blink in which the POV will start blank as if they where just opening their eyes again.

Sometimes to transition between different scene you will get a pan that will fade into the other scene, or even you will follow a character/object/animal into a different scene #9ive seen one where you follow a dog into a different room and then it zooms out into a wide angle and the scene continues.