Evaluation – Advertisement Unit 30 .4
Pre Production
Researching adverts that were similar to what I wanted I produce allowed me to get through the ideas and pre-production stage easier as many of them had attributes that I wanted in my advert.
After the initial idea was chosen by using means of mind maps and storyboard examples.
I chose the {Western Digital - Solid State Drive} idea because it was the most effective advert idea that I knew I’d be able to produce since I had to animate each shot using compositing programs.
I wanted to use visuals that acted as a metaphor for what the product is about. e.g. Fast camera movement to emulate speed.
Following this I used audio to help sell the effect of it being a fast product this was used as a communication medium to change the emotions of the audience.
As for the pre-production documentation I found it quite difficult to give a perspective of what I was trying to achieve within my production is used language which was aimed at a wider audience to allow people reading my treatment get more insight into how the video should look.
I also used examples of similar adverts such as (Apple's and Samsung’s) to help generate clarity to my ideas.
Storyboarding the advert was the most important thing since I had to make sure every shot drawn was able to fit into a 30 second space, since I would be animating each shot I had to make sure I didn't make each shot too long or too short as it may cause me to have to do more animating than I need to or not enough. I used 6 shots on my storyboards and made each shot roughly between 1-5 second to allow them to fit within the 30 second ad space.
Production
Once all the pre-production was finished I created a schedule for the dates I was going to create each part of the advert. This went very smoothly since I knew exactly what needed to be done and how I wanted each piece to fit together.
First I began making the graphics for the animations using PhotoShop i.e. the FaceBook homepage, the solid state drive and Cloud storage graphic.
After these were completed I began work on the actual animation pieces. I created all 5 of the moving animation pieces. And then created the still end frame shot also.
Some of the difficulties I came across was getting each shot to blend together which was challenging since I did them separately not all in one full sequence. At this time I felt like I had nothing to make the advert work and I’d have to start another idea since it wouldn't have the flow and pace I wanted.
I then remembered a lesson we had in class where we blurred two shots together by swiftly panning the camera left or right to generate blur in which you could cut next to the next shot.
{Also demonstrated within the video http://vimeo.com/15531839}
To make each shot fit together I used effects & techniques such as; blur's, camera rotation and camera pan blending. Although I didn't use these techniques on the two final shots since they where the shots that offered something new about the product which was different to other similar products and I wanted them to stand out separately.
After I get through how I was going to blend each shot together I continued animating with no problems at all.
Post-Production
During the post production stage I combined all the separate shots together as well as adding the sound effects to enhance the physical feel of the visuals. I chose audio that sounded futuristic and modern as it combined perfectly with the adverts overall theme. I got some inspiration from this video SSD - Video on how the music should influence the cutting intervals between each shot.
Other things from this video i got influenced by was the use of visual metaphors to display within the graphics to show what the product can do without the use of voice over or text. i:e at 00:52 seconds on the Vimeo video they use the motion cease of the balls to show how the battery time on other products doesn't last long. I used a similar metaphor but for capacity in my advert at 00:22 seconds, the enlargement of the cloud shows the user that there is enough space for all their files with having to tell them what the actual maximum amount they can store is, this is sort of convincing them they they should be ok.
I used motion sounds which connected to the certain attributes and qualities of the product such as using; whoosh’s for graphical object movement and using buzzing for battery life and speed.
I also used a audio soundtrack from an Electrionc/DnB/HipHop music producer called Flying Lotus. I believed his music was perfect as if had an unusual and creative sound. It also is very repetitive which allowed the song to be remembered by the audience and stay in their minds thus making them think of the advert and product.
Overall Evaluation
I think the advertisement turned out to be exactly what I wanted to create, I managed to get all the animations I created in without having to lose any or cut substantial parts off.
I feel proud to have produced something that is some what of a professional advert, as it's a big improvement from my previous advertisement attempt.
I like the way the advert educates the viewer with the qualities of the product.
Although I don't like is the way I had to screen-shot the composition to allow the 'Face book web page' to stay within the computer bezel, there is a slight colour temperature change between the two sections, this is the only downside I have to the advert.
To combat this problem next time I will try a different method such as using an 'adjustment layer' to intersect with the 'web page' to stop it going outside the laptop's bezel.
Bad points of the overall production stage
My initial idea was to have voice over to back up what is being displayed on screen since both text and audio commentary would be easier to make it stay in peoples minds. Although I didn't have enough time to find someone with the type of voice wanted for my advert. So I just increased the size of the text and made the advert more visually interesting to make up for the lack of voice over.
----Peer feedback---
Original advertisement
--| nice ad. well put together. great graphics, easy to understand message
--| U did all that on after effects :O . I think it's one of the best adverts u have done. It's clear and clever with all the graphics and you made it look like it was fast and good use of background music. I get what u trying to sell
--| i really like this and completely agree with keilan about what makes it good. the only thing i would change would be the text at the start and how it begins, it starts too soon and some kind of introduction would make it even better, also the text is a bit too small.
--| This advert is great, I like how the advert being made digitally relates to the product. Also the speed of the ad reflects the product. The music sounds very computer like so goes with what the advert. Very little needs enhancing, but to give you feedback: the remaining window that appears at 11 seconds has the fraction going down the wrong way, it should be the opposite way round. That is all, great advert.
Resubmitted advertisement
--| i like this advert nicely done it gave the message of what the product does and is a improvement from the original due to the larger text and introduction of product brand name/logo.
-Adjustments to advert after feedback-
Pre Production
Researching adverts that were similar to what I wanted I produce allowed me to get through the ideas and pre-production stage easier as many of them had attributes that I wanted in my advert.
After the initial idea was chosen by using means of mind maps and storyboard examples.
I chose the {Western Digital - Solid State Drive} idea because it was the most effective advert idea that I knew I’d be able to produce since I had to animate each shot using compositing programs.
I wanted to use visuals that acted as a metaphor for what the product is about. e.g. Fast camera movement to emulate speed.
Following this I used audio to help sell the effect of it being a fast product this was used as a communication medium to change the emotions of the audience.
As for the pre-production documentation I found it quite difficult to give a perspective of what I was trying to achieve within my production is used language which was aimed at a wider audience to allow people reading my treatment get more insight into how the video should look.
I also used examples of similar adverts such as (Apple's and Samsung’s) to help generate clarity to my ideas.
Storyboarding the advert was the most important thing since I had to make sure every shot drawn was able to fit into a 30 second space, since I would be animating each shot I had to make sure I didn't make each shot too long or too short as it may cause me to have to do more animating than I need to or not enough. I used 6 shots on my storyboards and made each shot roughly between 1-5 second to allow them to fit within the 30 second ad space.
Production
Once all the pre-production was finished I created a schedule for the dates I was going to create each part of the advert. This went very smoothly since I knew exactly what needed to be done and how I wanted each piece to fit together.
First I began making the graphics for the animations using PhotoShop i.e. the FaceBook homepage, the solid state drive and Cloud storage graphic.
After these were completed I began work on the actual animation pieces. I created all 5 of the moving animation pieces. And then created the still end frame shot also.
Some of the difficulties I came across was getting each shot to blend together which was challenging since I did them separately not all in one full sequence. At this time I felt like I had nothing to make the advert work and I’d have to start another idea since it wouldn't have the flow and pace I wanted.
I then remembered a lesson we had in class where we blurred two shots together by swiftly panning the camera left or right to generate blur in which you could cut next to the next shot.
{Also demonstrated within the video http://vimeo.com/15531839}
To make each shot fit together I used effects & techniques such as; blur's, camera rotation and camera pan blending. Although I didn't use these techniques on the two final shots since they where the shots that offered something new about the product which was different to other similar products and I wanted them to stand out separately.
After I get through how I was going to blend each shot together I continued animating with no problems at all.
Post-Production
During the post production stage I combined all the separate shots together as well as adding the sound effects to enhance the physical feel of the visuals. I chose audio that sounded futuristic and modern as it combined perfectly with the adverts overall theme. I got some inspiration from this video SSD - Video on how the music should influence the cutting intervals between each shot.
Other things from this video i got influenced by was the use of visual metaphors to display within the graphics to show what the product can do without the use of voice over or text. i:e at 00:52 seconds on the Vimeo video they use the motion cease of the balls to show how the battery time on other products doesn't last long. I used a similar metaphor but for capacity in my advert at 00:22 seconds, the enlargement of the cloud shows the user that there is enough space for all their files with having to tell them what the actual maximum amount they can store is, this is sort of convincing them they they should be ok.
I used motion sounds which connected to the certain attributes and qualities of the product such as using; whoosh’s for graphical object movement and using buzzing for battery life and speed.
I also used a audio soundtrack from an Electrionc/DnB/HipHop music producer called Flying Lotus. I believed his music was perfect as if had an unusual and creative sound. It also is very repetitive which allowed the song to be remembered by the audience and stay in their minds thus making them think of the advert and product.
Overall Evaluation
I think the advertisement turned out to be exactly what I wanted to create, I managed to get all the animations I created in without having to lose any or cut substantial parts off.
I feel proud to have produced something that is some what of a professional advert, as it's a big improvement from my previous advertisement attempt.
I like the way the advert educates the viewer with the qualities of the product.
Although I don't like is the way I had to screen-shot the composition to allow the 'Face book web page' to stay within the computer bezel, there is a slight colour temperature change between the two sections, this is the only downside I have to the advert.
To combat this problem next time I will try a different method such as using an 'adjustment layer' to intersect with the 'web page' to stop it going outside the laptop's bezel.
Bad points of the overall production stage
My initial idea was to have voice over to back up what is being displayed on screen since both text and audio commentary would be easier to make it stay in peoples minds. Although I didn't have enough time to find someone with the type of voice wanted for my advert. So I just increased the size of the text and made the advert more visually interesting to make up for the lack of voice over.
----Peer feedback---
Original advertisement
--| nice ad. well put together. great graphics, easy to understand message
--| U did all that on after effects :O . I think it's one of the best adverts u have done. It's clear and clever with all the graphics and you made it look like it was fast and good use of background music. I get what u trying to sell
--| i really like this and completely agree with keilan about what makes it good. the only thing i would change would be the text at the start and how it begins, it starts too soon and some kind of introduction would make it even better, also the text is a bit too small.
--| This advert is great, I like how the advert being made digitally relates to the product. Also the speed of the ad reflects the product. The music sounds very computer like so goes with what the advert. Very little needs enhancing, but to give you feedback: the remaining window that appears at 11 seconds has the fraction going down the wrong way, it should be the opposite way round. That is all, great advert.
Resubmitted advertisement
--| i like this advert nicely done it gave the message of what the product does and is a improvement from the original due to the larger text and introduction of product brand name/logo.
-Adjustments to advert after feedback-
- Made introduction text larger
- Used product logo at very beginning of advert
- Added a sound effect at the 'Browse 2x faster' scene.
I agreed that the larger text and product logo placement was ideal for grabbing the attention of the viewer at the early portion of the advertisement.
Comment/feedback that isn't understanding of product
PERSONS COMMENT OF ADVERTISEMENT ---> This advert is great, I like how the advert being made digitally relates to the product. Also the speed of the ad reflects the product. The music sounds very computer like so goes with what the advert. Very little needs enhancing, but to give you feedback: the remaining window that appears at 11 seconds has the fraction going down the wrong way, it should be the opposite way round. That is all, great advert.
This is false and not understood as the numbers going down is supposed to represent the speed of a file transfer - the ever descending numbers followed by [Mb -* Megabytes* remaining] is supposed to illustrate this.
I have not made a decision to change this since I believe this person must have not understood that quickly descending numbers is the correct way to show the speed of a product, and the fact that only one person saw this as a *Fault*.
Link - To work
