Advertising Workshop

Slide 1: Advertising Workshop David Bird

Slide 3: Schedule • Video – Streamed from the web site • The Case of Cillit Bang – Cillit Bang Mashups – Barry Scott and the bad publicity – A global brand • Some student “rushes”

Slide 4: Cillit Bang Video • Watch these videos – http://www.cillitbang.co.uk/in_action.shtml – http://uk.youtube.com/watch?v=1gKjjEctWuo

Slide 5: The Case of Cillit Bang • How bad can it get? – http://www.cillitbangremix.com/ • Losing the link between reality and fantasy – http://www.plasticbag.org/archives/2005/09/on_cillit_ban – http://www.plasticbag.org/archives/2005/10/an_apology_ • Good critique – http://news.bbc.co.uk/1/hi/magazine/4326446.stm

Slide 6: The Global Brand • Hungary – http://www.cillitbang.hu/home.php • Easyoff Bang – http://www.easyoffbang.com.br/home.php

Slide 7: OK – Let’s Get Jiggy! • Describe what’s wrong with the whole “Barry Scott” thing

Slide 8: The Big Workshop Questions • Describe what’s wrong with the current (or previous) Cillit Bang advertising campaign • Describe what works well in the current (or previous) campaign • Discuss what you are going to do differently and why will it work • Describe what message is currently conveyed. – Describe what message you want to convey

Slide 9: The Big Workshop Task • Produce storyboards that you will use to create a new advertisement for Cillit Bang • The ad is 30 or 60 seconds long • A maximum of 10 storyboards to be made • Things to think about: • Who is the target audience? • What do you think they’re interested in? • What would make them want to buy this product? • What would stop them buying a competitor’s alternative?

Slide 10: Storyboarding: Making Storyboards • What is it? – Process of producing sketches of the shots of your script. The end result looks like a comic book of your ad(without the speech bubbles). • Why do it? – Helps you think about how your ad is going to look – Communicates better than words – Foresee problems – Get a feel for shooting

Slide 11: Do I have to be artistic? • Hitchcock and Spielberg couldn’t draw but always used Storyboards • Experiment quickly and cheaply • Test out different versions of how a scene may look and play on camera

Slide 12: Tricks for Storyboarding • There are tricks to illustrate movement - whether its movement within the frame (actors walking) or the frame moving itself (camera panning etc.)

Slide 13: Tricks • Arrows – Suppose the camera is tracking in, following a bad guy's footsteps • Draw in an arrow pointing into shot to show the camera's movement – Now the hero's head is pulled back by one of the bad guy's goons • Use an arrow to show the movement of the head being turned – What about a zoom in? • From each corner draw in arrows pointing to the centre, draw in a new smaller frame to show the end of the zoom • Use thick white arrows to show camera moves • Thin black arrows to show objects moving.

Slide 14: Tricks

Slide 15: Tricks • The floating frame – What if you want to show the camera panning to show a cityscape, or following a character as they walk through an airport? • Illustrate one shot using more than one storyboard frame showing the key stages of the shot's movement across a number of frames • Draw out the entire scene (e.g.. the horizon of a city) and place a frame on it with an arrow indicating the direction of movement.

Slide 16: Tricks • Transitions - The storyboard can also include transitions in your film. Write these in the gaps between the frames e.g.. “DISSOLVE TO”

Slide 17: The Bare Minimum on a Storyboard Sheet 1. Picture description: Voice-Over: Speaker Script Camera Move Rough drawing of the scene SFX: Sound/Special-FX Shot Light: Seconds:

Slide 18: Student Rushes • An insight into a phone conversation between mother and daughter – http://uk.youtube.com/watch?v=ecin5cY6VzY • Cillit Bang Invasion – http://www.youtube.com/watch?v=0JNGnzYwrL8 • Silent Kitchen – http://www.youtube.com/watch?v=MQXgywDIM8g&eurl • Superman – http://www.youtube.com/watch?v=62eZjTEEWsA • 1950s – http://www.youtube.com/watch?v=YFbWlDFYSho • James Bang & Cillit Bang Defeat The Villains Of Dirt And Grime. – http://www.youtube.com/watch?v=bPCiJ6dQ46g • It's Big – http://www.youtube.com/watch?v=lPoyHsv6Tgc

Slide 19: The Competition • Complete your storyboards • Go home/back to school/college • Using mobile phone camera, digital stills camera of DV camera – Make the advert – Edit it using free software – Burn it to a CD or place it up on YouTube – Send CD or YouTube URL to John! • There’s a prize – oh yes!