Here is my advert. video – Polaroid – Instant, forever
Limitations: I’ve already finished the advert. video shooting and editing successfully. As I mentioned on my planning post, we are promoting a FUJIfilm Polaroid advertisement with a reminiscing message. Through the whole shooting and editing process, I’ve met a couple of difficulties of filming such as lighting, weather and video shots. Among all of which, video shots have been the big problem and there was a lot of changes. We found out that the length of our video would be over if we had shoot all the scenes we planned. For example, the first meeting scene has changed to Arseniy’s room instead of seminar room. Also, we had to re-shoot some scenes after checking we had not enough angles we should’ve shoot. When it comes to editing, to be honest I have learnt this in middle school but it couldn’t work well as I didn’t study seriously in computer lesson. Sound effect is the most frustrating part because a suitable genre of music can be very difficult to find. There are three parts of my advert. video: Old woman scene, flashback scene, old woman scene again. Therefore, I’ve spent a long time choosing the sound effect for these three parts as well as it’s limited for my to make choices as we can only download from free sound sites. I paid a lot attention to the pace and vibe of my music.
Successes: On the other hand, I still did some achievement within my work. This’s my first time acting as an old woman and I realised that we should be careful of the old characters’ costumes, make-ups and body languages. I mean, it should make audience feel like she or he is really old. I got these feedback from my family after sending them my video. A clear message has been sent out as well mentioned in their feedback. My media tutor Andrew also agreed that. So, I understood that the montage can work really effectively only if we plan it well before filming. When I was picking up my shots to put them together, I saved my time to cut out some bad shots. Apart of filming videos, I also improved my communication skills as a group member. There are three girls and a boy in our group and there’s something special which is that we all came from different countries and speaking different languages. It’s easy to occur that we can’t understand others’ ideas and thoughts, we tried our best to express our ideas and compromise for each other through the whole process. I felt our relationships have been closer after these 2 months.
Comparison with my source advertisement:
Compared to the source advert. we refered to, one main difference is we’ve created a flashback scene to fit in our theme, reminiscing. We did use Polaroid camera to replace coca cola to be the relations between Olivia and Kureha. And, we also have 4 scenes showing two characters’ daily life and how their relationship develop. It’s not difficult for audiences to recognise our product as it appears and records the moments of O & K in every single scene. While the Coca Cola at the end representing the warm brotherly love, Polaroid’s ending scene can also be connoted that it plays a role of reminding and recording characters’ memories. It is quite a similar structure as our source advert. apart from the flashback. In addition, music has a great effect on my advert. All music I used are lighting and energetic vibes which can let audience feel like using this product is full of happiness.
Branding & Advertisement work:
Mise en scene: Settings and characters, we’ve taken scenes in many different locations. It represents that the camera use can be very wide and suitable to take picture in any places. As our target are 15 or above, the old women scene and flashbacks showing that it doesn’t matter if the users are young or old. Characters have put make-ups and changed specific costumes to fit their identities in the video. Also, their facial expression has shown the camera users are always cheerful and enjoyable using Polaroid to record their precious moments. An added point is that one of the benefits which is a timer has been presented in the video by the characters. Among of these features have highlighted this brand’s benefits.
Music & Editing: I’ve chosen are all in cheering and lighting vibes music. The pace in the first scene is quite peaceful and smooth which can create a relaxing atmosphere of an old woman’s daily life. And as the old-time memories are coming out from Olivia’s mind, there is faster speed of music because they were young and energetic in the past. It also created some tension. Turning back to the old woman scene which she rushed out to meet Kureha with the more up-beating music which expressed her expectation. Video ended up with a satisfied and good ending. All in all, the musics using here makes audiences watch it in a pleasant mood and bring out a positive image of this product. In brief, unlike the old scenes, there more cuts and faster pace development in the flashback scenes. There a couple of straight cuts in the flashbacks when the reunion scene maintained lots of different angles shots and more camera work like tilt shots.
At last, I’m totally believe that my video has met all the regulations of the Code of Advertising Standards and Practice. Any composition of insult or depreciate, vulgar language aren’t included in the advert; No problems with copyright; Safety is guaranteed.
That’s the end of my critique for my Polaroid camera advertising video.