The document summarizes a student's process of creating a video public service announcement and print advertisements for their local humane society. Over several months, the student learned Photoshop tools like the cloning tool, storyboarded and filmed their dog, and edited the video and photos. They encountered challenges like their dog losing focus during filming and issues with the green screen. Ultimately, they finished editing the PSA and two print ads without being able to schedule additional filming.

1. 11-07-11:
1:30-2:30PM
My video production teacher and project facilitator announced that all students in our
class were to choose and program or project to work on for the next few weeks or so. I
chose to work with photoshop in order to feel more comfortable using it as part of my
project. I worked on familiarizing myself with the program and made sure to explore all
of the uses of the toolbar.
Although I am still somewhat new to using photoshop, I feel more comfortable with
using the most basic commands.
11-08-11:
1:30-2:30 PM
I continued to explore photoshop. I researched on the internet for suggestions for
features that I might find useful during my project. I discovered the Cloning Tool and
spent time researching how to use it and when I might use it.
The Cloning Tool makes it possible for me to completely cut out an unwanted object
from a picture without making it obvious. The Cloning Tool allows me to blend an
existing portion of a picture over the unwanted object, thus making it seem as though it
were never there.
11-09-11:
1:30-2:30 PM
Once I finished my research in the Cloning Tool, I chose a picture from Google and tried
it out myself. I worked with a picture of a cat pawing a toy; in the end I had completely
removed the toy without any obvious blurs or distortions to the picture.
This will become very handy when editing my magazine advertisements because of the
chances that something or someone may end up in the back of a shot that they don't
belong in.
11-10-11:
1:30-2:30 PM
Today I tried something a bit harder. I still worked on using the Cloning Tool, but in the
picture that I chose to use I would be attempting to remove a cage door from in front of
a dog.
The picture turned out fairly well. I had to be very meticulous in working to somewhat
restore the parts of the dog's fur and face where the cage overlapped.
11-11-11:

2. 1:30-2:30 PM
I continued to use the Cloning Tool on several more pictures, ensuring that I was
completely comfortable using the tool
11-21-11:
4:00-5:00 PM
Today, I decided to watch numerous animal-based commercials. I compared different
ASPCA and dog food advertisements and determined that the rescue groups'
commercials were far too solemn and while the issue of animal rescue is upsetting, their
choice of music and shots made the whole advertisement something to change the
channel on, whereas the commercials for Pedigree dog food and treats were very
upbeat and personified animals in a way that drew me in and made me want to continue
watching.
Because of these comparisons, I decided that I wanted my Humane Society commercial
to be upbeat and quirky as opposed to depressing and upsetting. I personally
responded better to the lighter advertisement, and because I am attempting to persuade
others to adopt a pet, I feel like a happier commercial would be more convincing.
11-23-11:
3:00-4:30 PM
I decided that I wanted only music playing for my commercial as opposed to dialogue
and other audio, so today I spent some time listening to songs that might portray the
right tone that I'd like in the commercial. My top options so far proved to be:
Animal by: Miike Snow
Just Like the Moon by: Brett Dennen
Lucky Today by: Cloud Cult
To Kingdom Come by: Passion Pit
Because the only audio will be music, it is extremely important that I pick the right song
that will enhance the idea that adopting a dog brings happiness.
Also, I will have to use titles and logos in order to give any information.
11-26-11:
1:00-2:30 PM
I brainstormed today on the exact concept I want to based my advertising campaign
around. I threw out many ideas because they could only be used effectively on either
the commercial or the print ads, but not both. In the end, I decided upon the concept:
"I am a _______, I am a shelter dog."
With this concept, I will be able to display a large variety of characteristics found in dog
while also keeping it playful and maintaining the overall idea of adopting.
A main idea I have that would be used in a printed ad: A picture of a dog dancing with
their owners on one page; the title will say "I am a salsa dancer." On the corresponding

3. page, a picture of the dog sitting and looking at the camera; the title being "I am a
shelter dog."
1-9-12:
1:30-2:30 PM
I created a shot list and began storyboarding the shots for the commercial. I had to
Google pictures of dogs in order to make the pictures accurate and to scale.
I had to carefully plan each shot by determining whether I'd be able to get the dog in the
commercial to cooperate. To ensure that the shots that might be more difficult were still
doable, I planned close ups in order to eliminate the chances of getting a lease or hand
in the shot.
2-11
1:00PM - 5:00PM
I filmed the majority of the footage necessary for the commercial
and conducted the photo shoot for the print advertisements.
At times it was difficult to hold my dogs' attentions, but I had
plenty of treats on hand. During the first photo shoot, the sun
came in through the window and messed up the lighting I had set
up, so I had to tack a sheet over the window to darken the
room.
Also, it was 22 degrees outside, so my dog was constantly losing
focus and headed for our back door more than once. I had to
split filming up into segments so that he could warm up inside for
a while in between.
2-12
3:00PM - 5:00PM
I uploaded all pictures and videos onto my computer, then began
to edit the commercial together.

4. The first 15 seconds, or first half, of the commercial came
together really well, but I began to notice that my shot variety
was very minimal and decided that I needed to plan a second day
of filming. I also ran into problems with the green screen on Final
Cut Express. The lighting caused the screen to come out as more
of a yellow, so when I tried to change the background to white,
parts of my dog's fur was washed out as well, and so I must film
that part again.
2-19
2:00PM - 3:00PM
I edited together another few seconds of the commercial and
played around with the ending.
Because of the issues with the green screen, I decided to see
what changes I could make to save myself from a second day of
filming. I had the idea to have a shot of the dog fade into the
flashing credits as opposed to having them move in the shot with
him. The commercial has taken on a more artistic quality to it as
opposed to the quirkiness that I first had in mind.
2-27
1:30PM - 2:30 PM
I brought in the photographs for the print ads to enter into
photoshop.
I was worried that the green screen would not register well in
photoshop, but I found that the paint brush tool and cloning tool
with help me immensely. The green screen will be made into a

5. white background, but I will have to be careful not to brush the
dog white. That will make the editing look very amateur.
3-1
1:30 - 2:30
I finished editing Pebble's ad and published it.
The biggest challenge that I faced when editing Pebbles' picture was that my arm was in
the shot holding her in place and she had a large line of drool hanging from her mouth.
The cloning tool definitely came in handy here; I was surprised how easy it was to mask
all of the imperfections!
3-2
1:30 - 2:30
Today, I edited Dino's ad and published.
Dino's picture was much easier to edit because he was more relaxed and still when I
had filmed him. I tried to edit out my hand that was blocking his collar, but I couldn't
neatly cover it and had to settle with leaving it in the picture.
3-10
I finished editing the end of the commercial and exported it onto my computer. While the
ending did not include the green screen shots like I had wished, the alternate ending
that I put together looks just as nice!
I decided that I would not be able to schedule another day to film, and so I had to
improvise with the shots that I already had.