Advertisement in a Bottle!

After trying and releasing my first TVC mock-up Advertisement, I can honestly say if I were to go into a career in the advertisement I don’t think it would be that bad. Although seeing how it took more than a few weeks, I think I still might need some more practice so I can manage to in future complete more product shots at a quicker rate.

Looking back now, I can honestly say that before going into this project I was way underprepared to even start. Originally I thought I would be able to complete a whole shoot with the same lighting with multiple cameras angles. Compiling that footage and then being able to do the magic in the Post Production Process. Thinking back now I can say I was wrong. For our product shot, we used a bottle of Captian Morgan Orignal Spiced Rum. Choosing this for our group project I realise it was a big mistake. As some brands can pay off with a simple backdrop and rely on the visual lighting enhancements. Our chosen product needed more! a theme to be precise, we had to replicate a theme in order to sell the product. In order for us to advertise this product, we ended up outlaying extra time to preproduction in gather props and extra items in order to make our one and only shoot day successful. Going in with a simple shot list and a ideal lighting plan we were unaware of the amount of play that can go into lighting for such a small scale, such as the amount of spread one light can have and the amount of distance we would need to position it to get the exposure of our scene to an accurate and equal spread.

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During the concept to the final output, I believe my creative input had really shined during the pre-production and the post-production. During the preproduction working with another group member, I was able to draft the storyboard and the shotlist for our preconceptions. Although we slightly drifted away from the initial concept we were still using the pre-production during the film. With our storyboard, we stated the ideal views we were after, which lead us to learn how to actually pull them off during production. During the Post-Production, however, I was pretty much-left solo for the outcome of the final product. With much struggle, I believe with my use of colour-grading and after effects masking I was successful in using our footage and creating it into a masterpiece. Learning a few new things along the way, I have ended up being really happy with the bright colours I have brought out of our S.Log3 footage and what little fixups I was able to master to cover some faults of production. As well as using my ability and creative eye I will admit that I had taken inspiration from not only the Captain Morgan adverts which had already been existent, yet also other companies as well. An example of this is the Corona Adverts. Going for the similar style of our product, the corona adverts use a beachy theme and promote summer, which although a different product and different theme to our product. The Corona adverts shared the colour scheme and similar set design that we were using for our advert. Which is why we kept it as the reference for when planning the shots during pre-production as well as the colour reference when colour grading.

From what I have created I believe I have learnt so many new considerations for what I have to look out for when creating another commercial, or creative project. Looking at the technical specs, I have learnt the use of understanding the timing when filming will impact the amount of time remapping needed to do during post. For instance using the premiere speed/duration options, as some frames could be duplicated or deleted it will cause some distortions I will in future have to fix. By working it out during production it will help me out during post-production. Another technical spec to watch out for is shooting in 4k, for instance during our shoot of our master shot, we didn’t think of the frame size as optional and shot thinking everything had to be in the shot. Whereas during post-production some parts were cut and some had to be cut and caused some places that were needed to be out of focus. The avoid this issue I believe having the 1080p box overlay active during filming will help reduce issues when filming in 4k so that in the post we will know what we have to play with better. Looking at the actual production side of the commercial I have learnt the importance of props and their placement, in addition to the use of planning the edit prior to the shoot. This is due to the fact that the orignal text we had chosen did not fit the master shot at all and it caused us difficulties in refining it until we chose a completely different style and format that we settled on to get it to where it is today.  The other important element is the props, during this commercial we used props that pushed our theme to the best it could be, similar to personality without the props our commercial wouldn’t have personality and individuality compared to other commercials.

Looking back at the group members I had for this product shot, I would say we weren’t prepared for starting this project. One of the major issues I had found was the fact that we didn’t have completely set roles this issue caused us to not keep track of what we were doing for the pre-production. Although I already knew my role as the editor my production role was supposedly different, which had me co-create the shotlist and storyboard instead of the DOP. Besides the role confusion I believe, we lacked communication and feedback in each edit release. As the edit, I provided viewable progress edits yet I was given only slight feedback which didn’t give me things to look at and fix. Rather just be informed that I am getting there. As an editor and a group member, I believe this would be a crucial area to be worked on that could have had the post-production process run smoother.

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Altogether with the small ups and downs, I think the project in its final form was one of my favourite portfolio pieces and a great skill enhancer for my colour grading. I look forward to the next project, and what this project has taught me and how I can apply it to the future.

 

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