Evaluation

Evaluation

For this assignment we where tasked with creating an 30 to 40 second advert for a target market of 14-18 adversing a fizzy soft drink, we firstly did some market research into our target audience as well as the type of product we would be selling. We then look at the styles of adverts and came up with our own ideas and concept which we then pitch in the form of a questionnaires as well as getting ideas and opinions from focus groups. We then took our own individual ideas into a group and from there decided on the best idea or ideas and mixed them together to make our group ideas and product which we would then create our 30 to 40 seconds advert, using each others ideas and styles to aim it perfects at our target market. In the end we went for one main idea which was Chloe using harry product name and logo as we felt these would appeal to the target market best.

Research

For the research part of the assignment I look in depth at the battle between coca cola and pepsi, these company’s where good to look at as they both aim at the same target market that we do and have been in the business for a long time coming up with creative ad campaigns that have caught that consumers eye and made that company name a know and trusted brand, looking at the styles of adverts they had made it was clear that dialogue and actually talking about the product was not something at our target actually looks for, they prefer memorable adverts like the gorilla advert from Cadburys or the t mobile advert. Although these advert have nothing to do with the product because they make you smile or laugh or feel a form of emotion at the advert when you next see there product you associate that emotion with the product and so want to buy it. I also compared to adverts looking in particular at crabbies adult ginger beer, with plays on a comical nostalgic feel setting its self in a 1950 style kitchen, playing on the fact there target market will find it humorous because they advert is set just before they where born and connects with theme s such as the famous five books they would have read growing up.

Planning

For the Planning of the shot we each had a separate job to do, I was put in charge of doing the shooting script I worked with harry as he was doing the story boards, if we did do this shoot again I don’t think that I would do the shooting script again as I wasn’t quite sure as what do do and so felt was letting the team down where as if I had done the call sheet or something else that I had done before I could have done it to a higher standard. I also would have like a bit more input the storyboard as when it came to the shooting I was camera man and it was hard to replicate some of the shots due to the location and what was actually described where impossible

Shooting

For the shooting we had decided to break it up over two days with the first day doing all of the inside shots as well as the first shot of here leaving outside as it was close to the location. For this we used Chloe house we had initially thought that we may need lighting but when we got there and looked at the camera it did look bright enough although later we got into the editing we realised that it acutely wasn’t that bright and so getting lights would have been a better idea, peter suggested after we showed our end product that a simple flood would have given it ta nice lighting effect and allowed us to make a lot more use of the shot as the first 3 shots we had done where unable when we got down to editing and we had run out of time to do them again. A better idea would have bee to have checked the shots after the first day on a pc or a mac to have seen the quality and lighting if we did it again and did not have access due to light for some reason. The rest of the shot that day where lighted well and we checked the white balance often to make sure that we would not need to use and colour correction or brighting effect later in post production that would have cost us time and perhaps not have made the deadline. The location its self provided plenty of space and we where easily to film everything that we required giving a nice range of shots and making sure we had enough to give out advert a quick cutting pace. The only bad thing from that day was the time consuming shot of here getting the bottle out of the cupboard and drinking it as it was all one shot and did not fit well with the fast paced look of our advert. Peter suggested a range of shooting including reversal shot from inside the cupboard that would have looked better and broken the shot up so in post production we could have edited it better so it flowed at the same pace as the rest of the advert.

On the second day we did the shots of the park as we where outside but in some shade the light was not that much of an issue and we managed to get most of the shots done with ease. The ending shot of the bottle being placed down and then it slowly zooms in was a bit of a challenge due to the fact when pacing it down the bottle would move and sometimes be out of focus of even out of the shot, then the zoom function was hard to get a steady controllable speed and not move the camera as the control was located on the top of the camera itself. As for the sound we used a voice recorded for the voice over at the end so we did not mind about the sound quality of the camera.

For the end of our advert I had worked on a graphics animation for our logo spark in which a logo is created using an effect similar to that created when waving a sparkler around before the logo spark came up this was created on the new adobes after effects cs5.5 which I had never used before, I got to grips with it well and after 3 hours work and a few breaks I had made the ana9imted which lasted 6 seconds to go on the end of our advert to which our voice over would be added, sadly I had not used it before and so did not know how to export it as a mov file for it to be imported into after effects and so even after the help of 3 tutors we had only successful turned it into an adobe premier file or a flash file we decided to go with the simple text on screen effect with the voice over. This was a shame because it really was to a professional standard with a high quality effect which really would have made out product stand out.

In the end I think that we as a group worked well together and made a good advert that was up to the industry standard for the time we had to create it, if we did it again I would try and have a more active role in the story boards as well as look at getting better lighting and checking the light quality more often. Also looking at new and creative shots that could give our production the edge over everyone else. Over all I felt we did the best we could with what we knew and it was a shame that not everything worked out as well it we had planed it.