Video Production has definitely been my favourite subject of the Advertising course this year. It’s the subject that has influenced me the most by far. I’ve learned so many new things about filmmaking and editing that have help me improved on my own skills in such a short period of time.
One major learning aspect of the course included the various video compositions that can transform an entire film with even the slightest use. I learned that good composed photos and video should include a focal element, structure, and balance.
- Focal element: something that the viewer is drawn to immediately. Natural focal elements include high contrast, saturation, camera focus, motion, and faces/figures. Influencers for focal elements include guiding lines, framing, and geometry.
- Structure: have a deliberate organisation of elements. Common structure examples include rule of thirds, the golden ratio, pyramid, symmetry and full frame compositions.
- Balance: ensuring that the visual ‘weight’ of the image is balanced. Visual weight includes size, high contrast, saturation, faces, and figures.
I’ve also learned the importance of lighting design, and the difference it can make to the final product. Lighting design can be based on the mood and colour of the shot.
Another important lesson I learned in video production would be the importance of each role in the workplace.
- The Creative Director and Director create the storyboards and then create the director’s treatment.
- Director hires a Producer.
- Producer hires Director of Photography, who then hires people for other roles in the camera department. For example, the 1AC (gets equipment, makes everything operate, organises everything), the Data Wrangler (makes sure all data is there and looks after that), etc.
Other key roles include,
- Key Grip: in charge of department, helps cameraman, helps move camera, resolves any problems in relation to cameras.
- Editors: Taking a brief to grasp production team’s needs and specifications. Manipulating and editing film pieces in a way that the production team’s concept is showcased.
Preparing for the final assessment was a lot of work. We had to organise a talent, a make up artist, styling, music, catering, equipment, studio hire, etc. And although we each had assigned roles, we all helped each other out as one ultimate team.
It was a challenge finding a talent for our ad. We had THREE cancellations, until we finally got Olivia Cianci to be our wonderful talent / actress / dancer / choreographer.
On set of the shoot for our final assessment was a lot of fun, balanced with a lot of hard work. As an editor, I did not have much to do, so I helped out here and there. I also thought it would be a good idea to take my camera to the shoot for some fun behind the scenes videos and photos.
My job as editor for the final assessment was both exciting, and nerve-racking because of the pressure of letting the team down with the final result. But I really did enjoy putting all the clips together. It was a good opportunity for me to showcase my skills in editing, as well as my improvements due to my learnings of this subject.
A few ways the ad could have been more successful include the lighting (which was difficult to work with due to some of our reliance being on the sunlight), smoother cuts to the different outfits (only a few of the cuts though), the music towards to end (could have been looped a little smoother), and a voiceover for the tagline / a stronger tagline (more effective to the audience).
I am extremely happy with the finished product, and I hope the rest of the team is too.