Advert idea 2

I wanted for the second advert to use the same narrative, much like i saw in the Lactofree adverts, where the narrative was the same, but the setting and shot styles were slightly different. I therefore am planning to continue the theme of the journey, to use the narrative of "us, to you, to anywhere", but change the location and setting of the advert. I plan to use the same beginning, with the same props, but shoot from different angles, and changes the animation slightly, the lorry will then follow a slightly different route, perhaps passing some different features, and reach the same house, where a different car, and a different family will set off on a journey. They will perhaps be an old couple? a different section of my target market than in the first advert. They will then go on a journey to a different location - my original idea is the beach, this is still my main idea, but I may look at other options. This will be continuing the previous narrative I have built up, but with a different style and to appeal to a slightly different segment of my broad target market. I may also play around with colour and seasons, perhaps setting it in a different season.

Things i could include in the mise en scene of the advert, that would be different from the first, but still connote the same country life, laid back, humble qualities -

tree's in a range of autumnal colours - oranges, reds.

animals - maybe sheep or cows in a field

a roundabout - rather than the same straight roads in the first ad

a lake


Things I may need to build a beach scene -

Beach huts - in a range of colours

the sea - waves

Palm tree's

sandy areas - maybe a sandcastle

A boat

Music

I knew the style of music I wanted to fir the advert, and I want to use the same soundtrack throughout the ad campaign, so there will be synergy between all the adverts, and they will be more of a unit. I came up with the following criteria:

- needs to have the right tempo - my advert is fairly quick, the movements are fast, and the tempo of the music needs to fit this. 

- preferably acoustic - I want the song to be simple, and I think an acoustic soundtrack would be more laid back, homely and connote the traditional feel I am trying to create in the advert. I will look at piano or guitar tunes, nothing too over the top.

- major not minor tones - the song needs to feel upbeat, laid back and connote happiness and excitement. Minor tones would be too despondent and would not put the product in a positive light.

- no lyrics - I dont want the music to detract from the message or mise en scene of the advert, and the speech will be entirely non diegetic, and therefore the sound needs to be very clear, and the soundtrack needs to support it, not overpower it.

- mood - I want the soundtrack to suport the connotations running through the advert - It needs to suggest happy family times, an adventure and be exciting.

First thought -

I had a look, with these critaeria in mind, at various royalty free websites, to see what was on offer. With such strict criteria, I struggled to find music that would fit it. All the royalty free music seemed to be quite busy, loud, and was not very good quality.

second thought -

My second thought was to look at existing animations, and see how they had sources their music. I found on the whole that animators had commisioned artists to compose music for them that fit with their animation, so they had full creative control of it. Otherwise, they tended to use music by artists who create and sell music for this purpose - to be fit to motion pictures. Whilst looking at various animations, I came across this artists, who sells his own music online. (http://micahdahl.bitdrift.org/)

I found his fourth song down, Danish Runaways, was the right mood/tone i wanted to create in my piece, as it uses traditional acoustic instruments and has a sense of adventure and excitement in it, whilst beng very bright and upbeat. I therefore emailed him, and asked if i could get the rights to use a short clip of this tune, for my A level media. He did not reply. I understand this, as it is his job, and the song could potentially make him hundreds of pounds. I therefor had to move on from this idea, as it wasn't going to be viable.

Final idea

I realised if i was going to find something that fit my advert perfecetly, i was going to have get a piece of music composed for e, specially to fit it, and my criteria. I approached a friend, a guitar player, who I sat with and explained my idea for the song. I told them what i wanted it to sound/feel like, and showed them the animation to help inspire them. They then composed the following for me :

I think the song is great, and is a much better fit than if i had tried to find something already available. It is also royalty free, as i have been given permission by the artist to use it. It has been specifically designed for my piece, so it is unique, and fits the themes. I also told them I wanted the tune to connote a sense of adventure and suspense, so they chose not to make it too rythmic, and add odd, unexpected notes. I am pleased with the outcome of this song, and am going to ask them to compose a range of music, one for each advert, after viewing them and responding to them.

Filming 15/01

I shot the whole length of the advert, from start to finish, but without titles. I filmed some of the shots at a variety of angles, and experimented with shot distance. I also filmed during the lightest part of the day, so made use of natural light, and used two spotlights and an overhead lamp. I am currently editing the stop motion in flash, then will upload it into premier and begin editing. I still need to settle on an ending. I have a few ideas but need to decide what will be the best option.

Script

I have come up with a draft script for my advert, all speech is non diegetic, and so will be recorded later and fit to the advert, therefore, depending on timing and lengths of each scene, this script may change.

house scene
Mum: have you packed everything?

child: I think so?

Mum: What about the milk?

Dad: just putting DairyFriend in the car

mum: Okay, we're good to go

journey scene

Child: mum, where are we going?

Mum: anywhere

prep for filming on 15th jan

I have composed a list for myself of all props needed for each scene, the angles and lengths i am shooting at, and any additional information that will guide me when filming.

Factory scene

Factory

Lorries

Milk bottles

Road

Tree’s

Open, high angle long shot, switch to low mid shot as lorry is filling up and begins to move. High  angle long shot again when watching lorry drive, from front of lorry.

House scene

House

Lorry

Car

Milk bottles

Tree’s

High angle long shot from behind lorry as it approaches house, then eye level mid shot facing house, with lorry on one side, and car on other side, milk bottles switch from one to other. Low angle shot of car leaving

Journey scene

Tree’s and bushes

River and waves

Bridge

car

Eye level long shot of journey, background moving behind it, use existing white paper with tree’s for this, so it can move easily. Then switch to main background ( big paper) and film the river scene, high angle, from the left or right corner, long shot.

Forest scene

All the tree’s

Travelling through forest, some tree’s on both sides of road, obstructing view of car. This should be eye level long shot of car, but perhaps with some close ups. Try both?

Camping scene

Loads of tree’s

Tent and campfire ( logs and flames)

Tent and campfire need to be in a gap with no tree’s, so the camera can see them

Road will stop just before tent

Filmed long shot, maybe mid shot, from a high angle as it approaches tent, low angle (perhaps) as it reaches tent and stops

Shot list

I have composed a shot list for my first advert, however with it being a stop motion piece filmed ona miniature scale, on an infinity screen, i do not have 360 degrees to work with, but 180, and i cant use shots such as Worms eye view or point of view, as the camera is too large to be on the set, so i am limited in my choice of angles and shots. I have tried to include a variety, considering where i can make use of shots such as low angle, which are also tricky at such a small scale. This list is changeable, and when i come to filming i may have to revise some of the shot choices.


High angle LS or ELS - set the scene
Low MS - factory
high LS- lorry moving
high LS - approaching house
eye level MS - house
low CU or MS - car starting
eye level LS - journey
high LS - river
eye level LS - travelling
CU's of car
high LS - approaching tent
low CU - car stops