B-TEC ExtendedDiplomainCreative MediaProduction
Unit 28: Corporate andPromotional Programme Production
The narrative structure of thisisnon linearbecause there isnoclear
structure or story to the video.The videowasasuccesshoweverbecause it
fitsthe purpose thatit wasintendedfor.Thiswasn’tmade fora story,but
rather fora conference openerandbyhaving differentnamesall situated
arounda locationof whichissynonymouswiththe brand.The visualsuse
textto drive the narrative of namesof people inthe brandanduses
cinematicstocreate goodlookingandcreative shots.
The locationsettingof the videois importantbecause itfitswiththe brand
identity.Thiswasimportantbecause asthisisa videowithnostory, or
musicleadingthe narrative.The cinematicshotsare composedreallywell,
witha colourtone that all work well witheach otherandare consistent
throughout.The compositionof the shotsare shotreallywell intermsof
howits framed aswell.Thiswasobviouslyakeyelementbecauseof how
manyof themthere are,thisisto reallyshowoff the locationanduse the
potential of the settingtoitscinematicbest.
The soundtrack of the videoisa calm tone,thisisto create the connection
withthe semanticfieldof the beach,thatit’srelaxing,calmandaplace to
winddown.Whichiswhat the videoistryingtocreate,thisatmosphere of
calm.This isalsoemphasisedinthe cutsof the videowiththembeingslow
pacedenoughto showthe full fieldof viewand slowdownthe pace of the
The pace of the videoisa slowcuttype of video,where thishelpsmake the
cinematicshotsa lotmore meaningful asthe viewercantake more of itin.
Otherwise theseshots,if the cutswere fast,wouldgotowaste completely.
The graphics onthe videoare hardly existentbecause of the use of visual
effectsratherthanspecial effects.There wasaheavyemphasisonthisall
beingdone throughoutthe use of real charactersrather thanCGI characters.
Whichworksverywell withthe cinematicshots,because of the lightingand
shadowsbeinginthe same tone of the coloursof the videos.Withthe white
coloursbeinga yellowtingeoff the sunlight.
The lightingisnatural highkeylighting.Thiscreatesthe cinematicshots
more real lookingandvisuallypleasing.Thisisbecause the videoneededto
capture the imaginationandattentionof viewersbyjuststatingnamesand
nothingelse.Therefore the use of lightingwaskeytokeepthe attention
spansof the viewersbecause of the longcinematicshots.
The cinematographyof thisvideowasthe keyareathat the videocreators
The anglesincludedawhole hostof wide andclose shots at highandlow
anglestocover all the basesintermsof creatinga cinematicmasterpiece.
Thiswas effectivebecauseitcreatesadiverse videoinwhichmakesthe
attentionspanof the viewernotgetlostand forthemto be alwayshooked
The framingof the shots complieswiththe basiccompositionrule of the rule
of thirds.Thisisto make the keyareas of the videobe inthe correct frames
of the videoandto make an interestingshot,thatisn’tvisuallyboringand
createsa professional lookandfeel toit,asif the audience are watchinga
Stereotypesare notshownthroughoutthe productionof thisvideobecause
Target audience forthisvideowouldbe tohelpcapture the mindsof the
people inconferencesandevents.Thisiswhythe videohadsucha filmlook
to it because of howmuchthe compositionof the videoneededtobe the
spine of the whole videotogetthe targetaudience of people inthe widest
range of demographicpossible toconnectiontothemthroughthe medium
of professional filmmaking.
Functionor Purpose of Video/Message The purpose of thisvideoisto helpcovera broad range of demographic
overa large groupingof people,therefore bycreatingavideosuchas this
one it createsa filmtype lookingcorporate video,of whichhelpsre enforce
brand identityandcreate apositive tone regardingthe whole brand.