Before the production, we used planners, production logs, researched into locations, made storyboards, shooting schedule and script, exchanged phone numbers and made an edit schedule to plan for the production.
During production we went into our school gym and did some photography using our camera skills, we used many techniques such as framing, composition, different distances, multiple angles, perspectives and different shot styles as it makes an advert more lively.
After the shots had been taken they were all put together and edited; a voice over was constructed, transitions were used to link shots together, text titles, cropping and framing was used, every single shot had a use of filter and a music soundtrack s were added.
Analysis
We have created an energy drink advert, which appeals to teenagers. The advert is approximately 45 seconds. It features a sequence of still images together flowing like a film with music soundtracks and sound fxs to make it more appealing. A lot of the shots have filters on them - motion blurring, colour enhancements, brightness improved, and colour balance changed. These make the advert more interesting, lively, believable, and also make the product look more desirable.
The advert starts off by focusing on the ground of the park – gravel. This is difficult to distinguish, so making the audience curious. Then you see a CU basketball on the ground, 1st soundtrack starts. The song is called “End together now” by Limp Bizkit and Redman. We chose this because the hip-hop style is popular with teenagers and is regularly associated with basketball. The song starts quietly then builds up a few seconds later. Then you see a series of MS – LS’s showing a teenager showing attitude, challenges other teenager to basketball match. The one who is being challenged starts with the ball but loses it to other boy, who shows his skills, using many CU’s and a low angle of him holding ball, making him seem tall and symbolising his excellence. He then scores a basket – CU showing ball on centre of basket about to go in. The losing boy then gets the ball and shoots, but misses – ball goes off to the right of basket.
Second soundtrack begins. It is called “Bombs over Baghdad” by Outkarst, chosen for same reasons as the first song, but this one is faster. When this starts you see a CU of the bright blue drink, in clear glass bottle, on the ground, from a high angle, then straight on. The losing boy drinks the drink; MS, then a CU. He smashes the bottle, leads to an ECU of drink label with RUSH logo. Boy is now really good at basketball, jumps up really high and slams the ball into the basket. Showing the drink makes you better at basketball, gives you energy.
Last shot is a CU of bottle on the ground to the right, with large logo to lest, and beneath the slogan “Rush a burst of adrenaline ”. This image then shatters into lots of pieces and flies towards you – transition which adds a great modern street style affect and leaves you thinking the brand is retro, trendy and ‘cool’.
The desired feel we were hoping for was liveliness, outrageous, energetic and full of attitude. The actors represent the youth of today, in terms of their dress code (popular culture) and gesture code, which is with attitude. The location we chose was a local park where youths are known to ‘hang out’. To add to this desired feel, several transitions were used to blend the stills together and create an exciting, fast, energetic effect.
The slogan at the end of the advert anchors the stills and clears up any misunderstanding, and leaves a lasting impression of the drink in your mind.
The soundtracks go with the images but the rhythm and pace is a bit random and the timing for the images is slightly off.
The sound fx and voice over at the end of the advert adds to the overall style, making it seem more like an advert.
Evaluation
After completing our advert, we conducted our post-production. We created a storyboard, accurately drawing and colouring in the key shots/frame of the advert, we held an audience focus group so that we can evaluate from more perspectives, we had a one to one questioning and we compared our advert to a real media advert.
After looking at the audience questionnaires I found a trend in responses, most of our audience said that it only targeted boys, and also the storyline was hard to follow because of the fast moving images. But most of the audience questionnaires we gathered were positive and they were able to identify the product, what type of media it was and they would remember it as it was well anchored.
Comparing the advert to real television adverts, we found it was quite positive. The pace, rhythm and interest matched quite well or was similar to ones on T.V. I think that our advert will sell and be accepted to be broadcasted on popular youth channels such as MTV, Q, E4, Nickelodeon and channel 4. I achieved what aimed for and we worked well together. The SFX, transitions, filters, images and sound fitted reasonably well together meeting the brief. But I can see that the advert is targeted more towards males, as the advert contains no females and this should be changed, so this part of the brief has not been met.
From this production I have learnt many media skills e.g. editing and photography, and I have had an excellent time doing it.
