https://youtu.be/Mdo2iCG4Taw
This video’s music is one of my film music.
Due to the music is quite short, I cut the music in a suitable point and copy this piece of music to re-play it again and again. The re-played piece is about from the 12th second to the 15th second.
Bound By Purpose- Twelve Titans Music
The piece I selected for my advert is one of the music’s that the Anonymous for the Voiceless organisation uses during the Cubes of Truth to create an certain ambiance. The sound is dramatic and makes you feel like something big and important is taking place.
PETA (People for Ethical Treatment of Animals) is an animal rights organisation that works towards animal liberation.
Behind the Leather.
This commercial starts off like a luxury clothing and accessory advert but it quickly takes a turn when clients discover the bloody insides of the items. I found this very artistic and clever however believed it was not the right way to go about making someone change the way they think about leather. I think anybody’s initial reaction would be to be repelled and not want to think about it ever again. The viewer could even feel angry at the PETA organisation for tricking people into embarrassing themselves in front of cameras and being portrayed as bad people.
Silent Scream.
I found this advert the most efficient compared to all of the previous. I noticed the way it manipulates the viewer’s feelings by showing them situations that would make anybody feel sad and uncomfortable and then comparing those situations to a daily scene of a chef preparing a meal…the main ingredient being a fish who is screaming but not being heard. This is the technique I decided to use for my advert.
Boddintons beer advert.
When first watching this advert I first and foremost thought it might involve perfume. I imagine the average viewer to be excited to see a high end classy perfume bottle at the end of the commercial, and perhaps even imagining themselves for a small instant to be living this fancy lifestyle. I then imagine them to feel almost reassured when they realise that it is a beer advert as alot of people will relate more to beer drinking than an expensive lifestyle!
Budweiser’s “Don’t drink and drive” message.
After watching the fooling technique taking place in the Boddingtons beer advert, I searched for something that was less comical as I want my commercial to be moving and taken seriously. I stumbled upon this advert where I initially believed the theme was Dog Food or a Dog Adoption centre, before realising the serious theme it touches upon.
https://www.youtube.com/watch?v=56b09ZyLaWk
My initial message was aimed at a vegan audience, to encourage them to join the Anonymous for the Voiceless animal rights movement to speak out for the animals. I naturally searched for other kinds of recruitment adverts like this one. Despite appreciating the humor element to it and imagining everybody finding it interesting, I only feel like it touches people who are already thinking about joining the police force. This is when I realised that I had the possibility to give out 2 messages in my video and could broaden my audience and let everyone take an interest. My video could contain a message for vegans to get active but also a message for meat eaters to consider veganism.
It is not until later on that I realised that I had not truly appreciated this advert, and the amount of people that they had used on order to give a sense of “being part of something big”.
The Reebok video is an advertisement that has an empowering an motivational role. It focuses on hands of different people and how they reflect who they are and what they do in life. It highlights the importance of hands and could be referred to the notion that hands can say as much about a person as a face does.
Even through the Reebok film is a marketing tool and therefore has a different role than the video I am making, it still relates to my work on a number of levels. It has a big emotional impact on the audience and has an intimate and personal feel. The message of being ‘more human’ is touching and adds meaning to the commercial. The shots and how hands are portrayed have inspired me when creating a storyboard for my film. Hands can be a tricky subject to portray, so seeing how other creators have handled it was very helpful.
I’ve chosen to comment on Apple’s trailer for the iPhone X because I was very impressed with how the filmmaker included so many different angles and zooms, making a flat, plain object appear dynamic and multi dimensional.
The advert is very fast paced. It’s only 1 minute and 18 seconds long but packs in almost every product detail you could want to know. Rather than overwhelming the viewer with figures and details, the effect is more exciting and exhilarating. Pacing the film so quickly suggests that the product in discussion is cutting edge, efficient and innovative, it is the most recent in a collection of iPhones, each one more technically impressive than it’s predecessor.
Use of audio in the video is also compelling. The opening line of the song is ‘you are my best friend and we have got some things to do’. This plays into the idea that people are addicted to their phones and couldn’t go a day without them. Apple are suggesting that the iPhone X is more than just a phone; it’s an essential companion for modern life, possessing all the features you might need access to on a day to day basis.
The above clip is an example of viral marketing; Internet Explorer’s 2013 ‘Child of the 90’s’ ad currently has over 50 million YouTube views. It’s popularity is based around the fond feelings of nostalgia it inspires for Generation Y viewers, Microsoft very cleverly relates to this demographic by encouraging a sense of camaraderie and playing on the idea that the Internet ‘grew up’ with them.
In terms of the way the advert is shot I found the close up product shots to be very effective. I tried to replicate the close product zooms in my own film. By panning the camera on particular items viewers are really able to see nostalgic details up close, thus connect emotionally. The block colour backgrounds were reminiscent of 90’s fashion, but kept viewer focus on the products being shown: a yoyo, tamagotchi, sneakers etc.
Furthermore, the ad plays with time using both slow motion and stop motion. I wouldn’t have thought that these two techniques would come together so well, but ultimately found them to be very effective since they gave the film so much depth and variety.
For my commercial I decided on two different locations for the shoot, one being shot inside a film studio using a backdrop, and the other location being inside a hairdressers in Southampton Portswood that featured plants and greenery as part of its interior design.
However when visiting the hairdressers to request to film in the salon, the owner was not happy with me filming in there, so I have now been researching for more ideas and inspiration for the second location.
As my commercial is based on a nude and neutral clothing collection named ‘Bare All’ it is important that the location is minimalistic and uses neutral colors and lighting. I have there fore decided on using a location based around nature as well as shooting with in the studio.
Looking at existing adverts that use nature settings for location I have looked at Louis Vuitton SERIES 1 Fashion Campaign shot by Bruce Weber shown in video below. I really like the use of sky and cloud shots as well as the close ups of the coastal backgrounds along side the model posing and think this is something that would work really well for my commercial. I also think using grey and white tones for the shoot will reflect the clothing really well in the collection. Lastly, I love how the editor has decided on overlapping some of the shots to create a transition effect, I believe it creates the advert to flow nicely. This is definitely something I will consider with in the editing stage of my production.
I have decided that for my 60-second film I am going to focus on creating a commercial for the online fashion brand Missguided. I have decided on this brand as it is a brand I buy from regularly so I am very aware with the kind of products they sell, however I also really like their existing commercials. However their current commercials are predominately used online on sites such as Youtube, as well as on their online site (www.missguided.com). So I therefore want to create a commercial campaign that can be broadcasted in between television shows.
When sourcing inspiration for my film, I have looked online at the products and collections the brand sell and have noticed they group their products into themes/collections.
Following this I have also been inspired for my commercial from an exhibition I visited in the summer; Polly Nor ‘Its called art mum look it up’, in which it exhibited the illustrators artwork exploring what its like to be a 21st century woman. This has been an inspiration for my work as I have recognized that many of Missguided previous campaigns reflect largely on girl power which can be shown in the video below. As well as in their London Westfield Stratford stores they use empowering and satirical quotes in relation to girls and woman such as “Chin up or your crown will slip”. So I believe it’s really important to reflect this in the commercial I am creating for the brand.
