I have created a new pop up, using different footage, this time of the DairyFriend lorry approaching the house. This is because I think this is the most important and most recognisable scene in each ad, and is the only scene that appears in each advert. It, in one scene, connotes the idea of the whole advert, that it is passed form us, to you, and then can be taken anywhere. I think that this scene really represents the whole advert and brand well.
positives -
- features the company logo within the footage - this is adding to the audience brand recognition. I also read in my research that sponsorship so contain a lot of branding. As they are so short, a lot of the power behind them is that they appeal subconsciously, through branding.
- It is aesthetically very interesting, colourful, and detailed.
- I kept the fading to dark effect as this is something we felt was succesful in my previous pop up
- I think the footage itself connotes the slogans message, and therefore I dont feel the slogan is neccesary.
Negatives -
- It is not the best quality filmed scene that I shot - It is probably in fact one of the worst, as a lot of the backgorund moves around, and has been accidentally knocked.
Monday, 27 February 2012
Friday, 24 February 2012
Evaluation of work and points for improvement -
Web Pop Up
- happy with the chosen font choice - this was a positive.
- The hyperlink is a nice touch top the web pop up, and is now fully functioning.
- the darkening fade as it is scrolled over is effective
- The chosen footage which I used for the background of the pop up is not right. It does not communicate the brand very well , what the product is or its attributes. I need the Pop up to communicate all the neccesary information about the product, as viewers may not have seen the adverts before. I therefore need to find, or shoot, footage that better communicates the brand.
Sponsorship sequence
- sponsorship 2 could be reversed, so that after the programme, the DairyFriend logo and slogan comes in before the footage. This is a common feature of sponsorship sequences.
- I need to feature the ITV logo, so it is more apparent.
- Should i cut away to a seperate end title? and position both the ITV and DairyFriend logo together?
- some of the information is unncessary, as the voiceover is reading it. I need to refine and simplify the end title.
Adverts
- Mostly really good.
- The song hasnt been faded to the same degree in advert two as it has in advert one, so the voiceover is obstructed. I need to fix this, and make sure the voiceover is clear and both adverts have the same volume levels.
- C.U's have not been included in either advert - this was orginally because the set is so small, and getting a shot in focus, to be a close up, is difficult. I am going to try re shoot some section with a macro lens, so I can get a closer, sharper shot. A close up is important as it would provde a more varied range of shots, and because it was give viewers a closer view of the product, so it can be clearly seen and understood.
- happy with the chosen font choice - this was a positive.
- The hyperlink is a nice touch top the web pop up, and is now fully functioning.
- the darkening fade as it is scrolled over is effective
- The chosen footage which I used for the background of the pop up is not right. It does not communicate the brand very well , what the product is or its attributes. I need the Pop up to communicate all the neccesary information about the product, as viewers may not have seen the adverts before. I therefore need to find, or shoot, footage that better communicates the brand.
Sponsorship sequence
- sponsorship 2 could be reversed, so that after the programme, the DairyFriend logo and slogan comes in before the footage. This is a common feature of sponsorship sequences.
- I need to feature the ITV logo, so it is more apparent.
- Should i cut away to a seperate end title? and position both the ITV and DairyFriend logo together?
- some of the information is unncessary, as the voiceover is reading it. I need to refine and simplify the end title.
Adverts
- Mostly really good.
- The song hasnt been faded to the same degree in advert two as it has in advert one, so the voiceover is obstructed. I need to fix this, and make sure the voiceover is clear and both adverts have the same volume levels.
- C.U's have not been included in either advert - this was orginally because the set is so small, and getting a shot in focus, to be a close up, is difficult. I am going to try re shoot some section with a macro lens, so I can get a closer, sharper shot. A close up is important as it would provde a more varied range of shots, and because it was give viewers a closer view of the product, so it can be clearly seen and understood.
Friday, 17 February 2012
Sponsorship sequence - final cut
I have now filmed and edited my sponsorship sequence, although it has changed slightly I originally waned to include two seasons in each 15 second ad, however, because this is such little time, two seasons in each is not possible. When i shot each season, they ended up being around 8 to 10 seconds long each, and this is without end titles, which are often quite long on sponsorship sequences. I found it difficult to properly represent each season in a shorter amount of footage, and so realised I may be trying to put too much of a narrative into a short space of time.
I then decided it would be better to represent one season well, than to try and fit two into on 15 second ad, and for it to be rushed and quick. I therefore chose the seasons I thought had been most successful, which were autumn and spring. I think this is because these were very colourful when I shot them, and had interesting things happening in the background of the footage, so visually they are the most appealing. They also represent two very opposite seasons, with opposite weather, thus showing the products diversity in both seasons.
The two sponsorships have the same narrative, and are understandable if viewed separately, but also work together and compliment each other. I think this is an important aspect of a sponsorship sequence. They also feature the brand logo both within the footage, and at the end, and the brand slogan.
How have i created synergy between these and my main adverts? how are they similar? and therefore how can they be viewed as an ad campaign?
- The same music is used for these as is used for the main ads, however, just an instrumental. This means the song, and the tune, will become associated with the brand, and the ad's will be recognisable by the song. Audiences will hear the tune, and know it is a DairyFriend ad. I have also used the same voice for the voiceover at the end.
- They are aesthetically very similar. I have used some of the same props, such as the tree's and the lorry. I have also stuck to using paper, and filmed in much the same way. At the same sort of angles and distances to the main adverts. This means by looking simply at the mise en scene, they are recognisable as part of a campaign.
- The end titles are very similar, although The sponsorship titles are slightly higher on the screen, and feature another line of text. The colours, font sizing etc. are all the same.
I then decided it would be better to represent one season well, than to try and fit two into on 15 second ad, and for it to be rushed and quick. I therefore chose the seasons I thought had been most successful, which were autumn and spring. I think this is because these were very colourful when I shot them, and had interesting things happening in the background of the footage, so visually they are the most appealing. They also represent two very opposite seasons, with opposite weather, thus showing the products diversity in both seasons.
The two sponsorships have the same narrative, and are understandable if viewed separately, but also work together and compliment each other. I think this is an important aspect of a sponsorship sequence. They also feature the brand logo both within the footage, and at the end, and the brand slogan.
How have i created synergy between these and my main adverts? how are they similar? and therefore how can they be viewed as an ad campaign?
- The same music is used for these as is used for the main ads, however, just an instrumental. This means the song, and the tune, will become associated with the brand, and the ad's will be recognisable by the song. Audiences will hear the tune, and know it is a DairyFriend ad. I have also used the same voice for the voiceover at the end.
- They are aesthetically very similar. I have used some of the same props, such as the tree's and the lorry. I have also stuck to using paper, and filmed in much the same way. At the same sort of angles and distances to the main adverts. This means by looking simply at the mise en scene, they are recognisable as part of a campaign.
- The end titles are very similar, although The sponsorship titles are slightly higher on the screen, and feature another line of text. The colours, font sizing etc. are all the same.
Advert 2 - final cut
I re shot the final scene in advert two, the beach scene, and extended the narrative at the end, to include two beach towels and a parasol, as well as a bottle of DairyFriend trailing out of the beach hut. This is to suggest one of the products potential uses. I think this is an important addition, as the advert now focuses on the latter part of the narrative, and this is differing it from advert one. I also think this scene is quite fun and playful, and it gives a good feel to the advert.
I have now added the final end title, which is the same as in advert one, but layered over the beach footage. They have the same soundtrack too, as I thought it fit so well with the advert, the song changes from one line to another, in some places, exactly as the scene changes. And the lyrics fit really well with the footage, the "where you wanna go" line is heard as the audience see the sign pointing to anywhere, and the "then we can go swimming" plays over the beach scene. I therefore think the song works well with both adverts, and will mean the two are recognisable as an ad campaign, as they have strong similarities. It will also then become a song that is associated with the brand, and the lyrics are catchy and memorable, which will mean audiences are more likely to remember the Ad's.
I am now pleased with the outcome of advert two, and i'm glad I took the time to re think and re shoot the end scene.
I have now added the final end title, which is the same as in advert one, but layered over the beach footage. They have the same soundtrack too, as I thought it fit so well with the advert, the song changes from one line to another, in some places, exactly as the scene changes. And the lyrics fit really well with the footage, the "where you wanna go" line is heard as the audience see the sign pointing to anywhere, and the "then we can go swimming" plays over the beach scene. I therefore think the song works well with both adverts, and will mean the two are recognisable as an ad campaign, as they have strong similarities. It will also then become a song that is associated with the brand, and the lyrics are catchy and memorable, which will mean audiences are more likely to remember the Ad's.
I am now pleased with the outcome of advert two, and i'm glad I took the time to re think and re shoot the end scene.
Thursday, 16 February 2012
Sponsorship sequence - final idea
I originally thought of doing two totally seperate narratives for my sponsorship sequence, then realised most sponsorship sequences have a narrative that continues over both, as one is the beginning of the narrative, and one is the end. They are understandable when viewed seperately, but they also work together. I then thought I could use my seasons idea as a narrative I could split over the two sponsorships, as there are four seasons, I could allocate two to each. This was my original idea -
"The first idea would be a car and some lorries, lorries going the other way, travelling through the seasons, to connote that the product can be taken anywhere, any time, all seasons, and also connoting the journey aspect of the previous ad’s. The lorries will feature the brand logo and name, and therefore establish the brand. It will end with a longer end sequence than the main adverts, with our slogan, name, and the sponsors name."
- I am now using this for both, this means the opening 15 second sponsorship will feature footage on spring and summer, and the closing will feature footage on autumn and winter. They will both feature the same end sequence as the main adverts, and the sponsors name.
- The idea is that the seasons will merge into each other, so there wont be a clear switch from spring to summer, but a gradual change. It will therefore look realistic, and supposed to show the passing of time, and how the product is useable throughout the year. I am going to add "no matter what the season" to the end voiceover to back up this idea.
- The sponsorships will have a rolling background, and be shot from an eye level angle. They will probably feature only one camera angle, as they are so short, and the rolling backgrond works best from this angle.
- The dairyfriend van will be the vehicle taking the journey, which means throughout the sponsorship the DairyFriend logo will be visible, and this will subliminally help the viewer to associate the product with the programme and to remember the product.
- the sponsorship sequence will use the same song as the main adverts, but I will use a section that is purely instrumental and lyricless. I think the lyrics fit well with the main adverts, but for these, the voiceover is key, and the lyrics are unneccesary.
I will be using the mise en scene to suggest the different seaons -
ideas for spring
- a rabbit hopping
- light green trees
- use the lake and several chicks
summer
- darker green tree's
- flowers, could grow up from the ground
Autumn
- autmn coloured tree's - oranges and reds
- leaves to blow along the ground and off the tree's
- campfire and tent
Winter
- Tree's with no leaves and white tips
- a christmas tree - one tree decorated
"The first idea would be a car and some lorries, lorries going the other way, travelling through the seasons, to connote that the product can be taken anywhere, any time, all seasons, and also connoting the journey aspect of the previous ad’s. The lorries will feature the brand logo and name, and therefore establish the brand. It will end with a longer end sequence than the main adverts, with our slogan, name, and the sponsors name."
- I am now using this for both, this means the opening 15 second sponsorship will feature footage on spring and summer, and the closing will feature footage on autumn and winter. They will both feature the same end sequence as the main adverts, and the sponsors name.
- The idea is that the seasons will merge into each other, so there wont be a clear switch from spring to summer, but a gradual change. It will therefore look realistic, and supposed to show the passing of time, and how the product is useable throughout the year. I am going to add "no matter what the season" to the end voiceover to back up this idea.
- The sponsorships will have a rolling background, and be shot from an eye level angle. They will probably feature only one camera angle, as they are so short, and the rolling backgrond works best from this angle.
- The dairyfriend van will be the vehicle taking the journey, which means throughout the sponsorship the DairyFriend logo will be visible, and this will subliminally help the viewer to associate the product with the programme and to remember the product.
- the sponsorship sequence will use the same song as the main adverts, but I will use a section that is purely instrumental and lyricless. I think the lyrics fit well with the main adverts, but for these, the voiceover is key, and the lyrics are unneccesary.
I will be using the mise en scene to suggest the different seaons -
ideas for spring
- a rabbit hopping
- light green trees
- use the lake and several chicks
summer
- darker green tree's
- flowers, could grow up from the ground
Autumn
- autmn coloured tree's - oranges and reds
- leaves to blow along the ground and off the tree's
- campfire and tent
Winter
- Tree's with no leaves and white tips
- a christmas tree - one tree decorated
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