1. Research
Your Name

2. Existing Product
Choose a recent product similar to your own and annotate it
• Type of image – the location of this advert is the actual hotel that
is being advertised. Almost of all the shots are full shots, this pulls
focus to what's going on and not on the characters emotions. They
then go into close ups of the drinks to act as a transition. It is all
taken at eye-level and low-level to give the audience a positive
feeling about the hotel. There are a lot of special effects that are
done in post to make it flow much better, these include the cross
dissolve inside the drinks and the mask cut between the first and
second shot from the door
• Shot description – there are very little light sources that aren't
natural in this video, this gives a very warm and welcoming feeling
to the video. The main character is positioned around the drink as
it is always in the centre of the frame. This draws our attention to
the drink more than the actor. However, the actors bright and
changing t-shirt also provides something for the viewer to look at
and catch their eye. It is always a bright colour as they are
associated with happiness and joy. There are very few sound
effects in the video but when they are heard it is noticeable and
instantly recognisable as they are the sound of two drinks clinking
together.
• Audience appeal – the point of the video is to advertise the
Renaissance Hotel in Philly. It does this in two parts both
advertising the bar and lounge area, the hotels key selling point. It
shows off the different seating areas and different drinks you can
order. It works well as and advert because the creativity makes the
views continue to watch it and, it fits in with the creators style of
work so initially it doesn't’t seem like an advert but just a place he
recommends.
• I have chosen this to analyse as it is in the same style I want to
create my videos in. This a professionals work so it is great to look
at and strive to be as good as this. From analysing this video I have
learned the best way to transition between locations, which will be
useful in my project, and the best framing for my subject
p

3. Existing Product
Choose a recent product similar to your own and annotate it
• Type of image – this video was shot in the the Hollywood part
of LA, it is an advert for dream hotel. This is all shot at eye-
level, this is to draw the attention of the viewer to the actors
face. They also employ a very wide angle for most of the
shots. This provides a lot of information about the location
and background. This is an important part of the hotel due to
their downtown location. This production is a lot more post-
production heavy due to the mask transitions in the first and
last shot, and during the cinema compilation scene.
• Shot description – As it is a small scale production and
outside in LA sun it was all shot with natural light. This gives a
natural and neutral overall feel. The actor changes costumes
a few times usually during a location change. This makes the
viewer more alert and to pay attention to the video. There
are a few sound effects in this video and they are whoosh's
and general crowd sounds. This adds depth to the video and
makes it seem as if the viewer is actually there
• Audience appeal – this video was produced to advertise the
dream hotel and its location in LA. It uses all the colourful
and recognisable locations to attract people into staying
there .
• I have chosen this to analyse as it matches the style, flow and
feel of the video I want to create. It is a perfect example of
the work I want to emulate and aspire to create. From
analysing this video I have learned that a simple mask
transition looks amazing if done well and that minimal
movement from the actor creates an interesting visual
p

4. Existing Product
Choose a recent product similar to your own
and annotate it
• Type of image – this video was shot in central London
and covers all the main landmarks in the city. It has a
nice mix of hyper lapse and real video that flows
nicely. There aren't too many post-production effects
in the video but I think that works in its favour as its
not meant to be flashy.
• Shot description – It uses all natural light as it shit
outside and at night. All the buildings are framed very
nicely and usually in the centre to bring attention to it
as the main piece of the scene. As it shifts into night
more funky colours come out such as the ones round
the wheel and that lights up the building.
• Audience appeal – it makes the audience want to
visit London as it shows off the impressive
architecture and it implies there is a bustling night
life from the lit up shot of the London EYE
• I have chosen this to analyse this video as it is a
perfect example of what I am trying to replicate in
the same style and form. From analysing this video I
have decided to add a bit of live action to my video as
it was all planned to be hyper-lapse. I will have to
think where the best place to put it in is and in which
video
p

5. Existing Product
p
Choose a recent product similar to your own
and annotate it
• Type of image – this was all filmed in Barcelona,
Spain and uses a lot of high angles from drones and
low angles that highlight the magnitude of the
buildings. There a lot of post-production transitions
that add to flow of the video. There are also some
quick jumpy cuts that are timed perfectly to the
music. This also works with the overall flow of the
video
• Shot description – This too also uses natural light as it
is all shot outside and by one person. It is colour
graded nicely as it pulls out the blue and the lighter
colours and makes them more vibrant
• Audience appeal – It makes the audience want to
watch it because of its interesting visuals and location
choice.
• I have chosen this to analyse this because it is
another video that resembles the videos I want to
create. From analysing this video I am going to use
low angles when looking at the buildings and jumpy
cuts to match the flow of the music and to make any
boing clips more interesting.

6. Existing product
p
Choose a recent product similar to your own and annotate
it
• Type of image – This is all filmed at the events that Red Bull sponsor
which is a verity of locations including race tracks, beaches and
mountains. There are a lot of low angle shots that give the impression
of power and that the shot subject is strong. This works well for Red
Bull as it is all about giving someone power and strength to do
extreme things. The only post production effect is slow-motion that
they periodically when a person is on screen on something like a flip is
on screen. This makes it clear to the view to look at what's happening
and gives the impression that this could be you
• Shots description – The composition of all the shots are done in a
way that you know immediately what to look at and how to interpret
it. This entails the subject either fully crossing the frame in one
smooth motion (photo 1) or having the subject centre frame doing
something (photo 2). The colours used are the main colours of Red
Bull, red yellow and blue, these can be seen on the subjects and the
end card of the video
• Audience appeal – It uses the idea that drinking Red Bull can make
you do all these things that it shows in the video. It uses the
sponsorship of all these race cars, stunt planes and mountain bikers to
entice consumers into supporting the people and company. For
example, if someone's favourite rally driver drove for Red Bull they
would be more inclined to drink that over any other energy drink.
• Why have you chosen to look at this? What have you learned
that can help you in your project? – I have chosen this video as it is
a perfect example of a promotional video. It combines almost
everything that is needed in a promotional video. I have leered that
the use of slow-motion and low angles work really nicely together and
I can emulate that in my video

7. Existing Products
Choose a recent product similar to your own and
annotate it
• Type of image – This video is shot at Elmar’s Brewery in
Australia. A lot of this is shot at eye-level as it shows the
viewer what it would look like normally as eye-level shots
are give “common view” and reflect the viewers eye-level.
Some shots are low angle (photo 1) as it is an establishing
shot so it emphases the size of the place and makes it look
superior
• Shots Description – The composition of the shots are
done in a way that is cinematic but also you can easily tell
what is going on and where about you are in the same
shot. This is done with the making the background and
subject distinct to the location. All the colours are very
neutral except for the orange of the copper and the orange
of the drinks.
• Audience appeal – The video shows off all the good
points of the place including the food and drinks on offer. It
also shows that children are welcome as a lot of the shots
include families and
• Why have you chosen to look at this? – I chose this as
it is another example of a promotional video that uses a lot of
the techniques I want to use in my own product
p

8. Research Analysis
• What common features do the researched products have?
– They all use low angle shots to show status and power to either
people or big important buildings.
– They also are quite snappy with the shots. There is enough time
to see what's happening but it moves on quite quickly
– Except for the first two, they are either all regular video or
combine regular video and hyperlapse style video
• What aspects of the research will you include within your
own production work?
– I am going to use quite quick music so I will be making the edit
quite snappy and quick
– I am also going to combine regular video with hyperlapse style
video for each video as it will be less time intensive and means I
will be able to get a verity of more shots

9. Audience Research

10. Primary Audience research
• For my primary research I created a 9
question questionnaire about york
and what they would recommend
tourists doing. I sent it out to a large
group chat for the younger peoples
opinions and I also put it on a Reddit
page called r/York to get local peoples
opinion who have potentially lived in
york for longer than all of our group
chat. It is also a great way to connect
to people who I would never be able
to get into contact with without it.
• In total I got 43 responses and an 80%
completion rate as I made the mistake
of putting in comment boxes and
people don’t want to do them
• Apart from that it was a great
response and has helped me with my
research into what areas to target in
my production
p

11. Primary Audience research
• I asked this question as for video
1 I want to film all the main
historical pieces and this allowed
me to see local people opinions
• Observation: People prefer the
minster to the city walls but only
by a few votes. And nobody likes
Clifford's tower.
• How I will tailor the videos
towards this: I am going to focus
more on the beauty of the
minster and the accessibility of
the walls than Clifford's tower
but I am still going to include it
as it is an important part of Yorks
history
p

12. Primary Audience research
• I asked this question because I
wanted to know the main way
residents get in and out of the city
because it means I know what
mode of transport tourists are
most likely to use.
• Observation: A lot of people walk
into the city and use the bus
network. Very few people drive
• How I will tailor the videos
towards this: I will focus on the
walking aspect of york so the busy
side streets and pedestrian zone
areas more than places you have
to specifically drive to.
p

13. Primary Audience research
• I asked this question because
for video 3 I am showing off
all the best shops and
shopping experiences. This
allowed me to see which is
the popular street
• Observation: a lot of people
think Coney Street is the
best for shopping and so is
Fossgate. Stonegate is also a
popular street.
• How I will tailor the videos
towards this: I am going to
focus the video down the 3
main streets pointed out
above. This works well as I
have already got ideas on
how to shoot them
p

14. Primary Audience research
• I asked this question so I can get
an idea of what the residents
would recommend for tourists
as I really didn’t know.
• Observation: The walls were the
highest rated tourist attractions
among locals. This is followed
closely by the minster.
• How I will tailor the videos
towards this: I am going to
feature those 2 things more
predominantly in the attractions
video (video 1) than other things
like the railway museum and the
museum gardens. I will still
include them as they have been
pointed put as important places
and things to do and visit.
p

15. Primary Audience research
• I asked this question as I
have heard mixed reviews in
the past and wanted to
know an overall opinion
from local people
• Observation: From this
question I can see that most
people do actually like it
and 20% of those who
answered don’t like
• How I will tailor the videos
towards this: I was planning
to include it in video 3 but
initially took it out as I has
hearing bad things but from
this question I will put it
back in the initial plan
p

16. Primary Audience research
• I asked this question
because I have heard it is
a very popular and
wanted know if people
have eaten their before
to confirm what I had
read
• Observation: A lot of the
people have but a large
chunk haven’t.
• How I will tailor the
videos towards this: I am
going to feature it heavily
in video 2 as to possibly
get more people there.
p

17. Interview
I set out these questions in the café I work at. Only a few people answered the questions but I
wrote up the two best
I asked these question's so I can get a deeper understanding of the things people do when in
York as a tourist
From this I can tell that:
• People are more likely to walk places
• The shops play a big role in peoples visits
• The walls are more popular with people who don’t or aren't children
How I will tailor my video towards this:
• I will include the most popular shops and streets in my video that focuses on all the
shops that are on offer.
p

18. Secondary Audience research
• Observation: Not a lot of people
travel with children but together
with their partner. The typical age
range is 35 – 64. 96% of visitors were
from the UK. Most people walk
around the city on foot but arrive by
car or train.
• What this says about my audience:
this says my audience are aged
between 35 & 64 so I wont need to
push activities for younger people
and stay with things older people
would be more likely to do.
• How will your product appeal to this
audience: my product was originally
going to be aimed at more older
people so I would use the more
accessible places to put at the
beginning of my advert
s

19. Secondary Audience research
• Observation: A lot more people come to york for the
food and drink than for the shopping facilities. They
spend on average £21.34 each per day on food and
drink during their trip/stay. 91% of people’s main
reason for coming to york I that they enjoy the
ambience of the city, 89% food and drink, 71%
shopping and 63% visit attractions.
• What this says about my audience: Enjoying the
ambience of the city is the main reason for coming to
york for more than half the visitors, this means I wont
have to advertise this as much as its already a well
established reason. People do not spend much on their
food when visiting so I will need to decide to stuck to
that trend and show off the best cheap places or show
off the best more pricier places and entice people to
visit them and spend more money
• How will your product appeal to this audience: I am
planning to make a video for the food, shopping and
attraction aspect of york so it will push those numbers
up. Visiting attractions has the lowest of my videos so I
will perfect that one first.
s

20. Secondary Audience research
• Observation: A lot of people use pervious
experience when planning a trip to york.
And then they consult the internet with
13% of those search's directly related to
visityork.org . 4/5 of advance bookings
are made online with 1/5 done on the
phone.
• What this says about my audience: A lot
of information people don’t already
know is found online or through the
Information Centre.
• How will your product appeal to this
audience: My product is solely internet
adverts so given that 4/5 of bookings,
trips etc. are made on the internet it’s
the perfect place to put it. It also means
that the customer doesn't’t have to stop
what they are doing to find out more
information, its very convenient.
s

21. Secondary Audience Research
• Observation: There are a lot more
domestic visitors than overseas
visitors. Also, the number of visitors
have gone up in the last 5 years.
£564 million are spent every year
• What it says about my audience:
People spend a lot of money when
visiting York and a lot people do visit.
However, the average spend of
tourists has gone down
• How will my product appeal to my
audience: I will show attractions that
cost money and places to go that
require you to spend money.

22. Audience Research Results Analysis
• What does it tell you about your project?
– This information gives a deeper understanding of my
audience and how to focus my video towards them by
including aspects that I would never have thought of
• How will it help you?
– It will help me come up with ideas for targeting my key
demographic
• How will your project change based on the results?
– I will be more inclined to use the locations put forward in
my questionnaire

23. Subject Research

24. Subject Research
How to shoot
For my project I am going to be doing it in
sunlight so I will be following the sunny
16 rule. f/number set to 16 and the
shutter speed and ISO will be the same so
ISO100 SS1/100 f/16
or
ISO200 SS1/200 f/16
I will change this accordingly to get the
best shot possible.
And for the live action bits I will use the
filmmaking rules such as doubling the
frame rate to find the shutter speed etc.
I found these settings to be best from this
website and in some tests I did :
https://expertphotography.com/photogra
phy-101-sunny-16-rule/
s
Name Location Open Close Price for
entry
Clifford's
Tower
Tower
Street
10am 6pm £5.70
Minster Deangate 9am 4.30pm £11.50
City Walls Surroundin
g York
8am 7.30 – 9pm -
Mickelgate
Bar
Mickelgate - - -
Robinsons Bishopthor
pe Road
8am 4am -
Pig & Pastry Bishopthor
pe Road
8.30am 4.30pm -
Brew &
Brownie
Museum
Street
9am 5pm -
Shambles
Market
Silver
Street
9am 4-5pm -
Spark Piccadilly 10am 10pm -
Quite Times
Coney
Street
- 7:30–
9:30am
4 – 7:30 pm -
Shambles - 7:30–
9:30am
4 – 5pm -
Davygate - 7:30–
9:30am
4 – 7:30 pm -
Coppergate
Centre
- 7:30–
9:30am
5 – 8:30 pm -
From survey. Personal knowledge
From questionnaire

25. Filming a promotional video
• A – Roll
– Shots of the subject that’s specified in the storyboard ( Minster, Robinsons Café, Browns etc)
– Make sure there are multiple shots of each subject so there are choices when editing
• B – Roll
– Shots to put in between the subject shots (people walking, old houses, shops)
– Make sure there are a lot more shots than I need
• Production
– Rule Of Thirds
• Overlay the lines onto the camera screen so its perfect every time
• It will make it look so much more cinematic
– Lighting
• I will be using a lot of natural light so I will need to manually adjust my white balance
• This will save time with the edit as I wont have to mess with it in post. This is also difficult to do as I cant adjust
white balance in post with shooting cLog or RAW
• Post-Production
– Editing
• I will try to cut the beat as it will add to the aesthetic of the video
• I will also do all my colouring and transitions in post as it will save time on shoot days for focusing on the shoot and
not everything else
– Music
• I will probably use music that already exists as I wont need to make it.
• I will use something upbeat and happy to add the experience for the viewer
s

26. What are promotional
videos
Promotional videos are used to
promote businesses or charities so
more people know about it. They
have become popular with non-
profit’s to raise awareness, for
example, Make-A-Wish Foundation
They can also be used to show
people places and things to do that
aren’t that easy to put into words.
The style I want to work in are usually
shown as adverts on TV and the
internet. They contain a lot of
information in a short amount of
time.

27. Practical Research

28. Practical Research
Steady-cam vs. shoulder rig
The purpose of this experiment was to see which stabilizer worked best
for mid paced walking shots. I compared just the raw footage and then
with a warp stabilization filter applied to each clip
Pro –
Shoulder
Mount
Con –
Shoulder
Mount
Pro – Steady
Cam
Con –
Steady Cam
Easy to set
up
Stability is
not the best
but can be
improved in
post
Very steady
straight form
camera
Very difficult
to balance
and set up
Can make on
camera
modification
s whitest
connected
like lens
swap and
screen tilt
and battery
swap
Puts a lot of
pressure on
arms so
after a while
they hurt
Takes a lot
of weight off
arms so it
can be used
for longer
Cant really
touch the
camera after
balanced so
no lens
swap,
battery swap
screen tilt
Lightweight Base plate
has no quick
release
Base plate
has a quick
release
Quite heavy
to move
around
Multiple
ways to use
Easy to
move across
all the axis
Conclusion
From editing all the clips together (in other blog
post) I have concluded that the shoulder mount is
the best to use. It is slightly less steady but that is
overshot by the ease of use and ability to swap
lens, battery's etc. without re-balancing
p

29. Practical Research
Spin transition
This transition was a good as
it adds a bit of interest to the
video. It can also be used to
move locations which I
practised. It worked well but
could be improved. It was a
bit slow and you could see
the cut which is not good. I
added a dissolve transition
into it and it ran a lot
smoother and looked good. I
also colour corrected the
footage so they both looked
the same blue so it blended
better
p
I used this to make
the frame bigger
without loosing
quality and so the
spin wouldn't’t
show black round
the outside
I used this to
apply the spin
and the motion
blur in one
effect
This is what it looked like mid transition. It
worked well and I am happy with the results

30. Practical Research
Motion Tracking Text
This effect will work nicely
for the first scene of each
video as it introduces York.
I plan write the title of
each video and have them
tracked the opening
subject.
It was quite easy to do
once I followed the tutorial
and practised
p
I used detailed
analysis to get AE
best tracking
available so it would
work nicely
As DA was
enabled it took a
very long time to
analyse but the
results were
noticeably better
As the video was moving up I
selected the triangle that was
positioned up and wrote out the
words on there

31. Practical Research
p
Colour Grading
I wanted to work on my
colour grading as its been
poor in the past. I watched 3
colour grading videos and
practised using LUTs I found
online. I looked at moods and
feelings portrayed by colour. I
practiced a grade on footage
is hot about making a cup of
tea
It was quite easy to do once I
followed the tutorial and
practised
This is the LUT I used
as it worked best with
the browns and the
blues
I did these edits to fix
the mistakes I made in
shooting the footage
I used this slider to
correct the off-axis
colour. Balance from the
non-LED lights I was
using for this video
I added shadow tint to
work with the colour
of the LUT too add to
the ambiance of the
video

32. Practical Research Analysis
• What went well?
– Gave both stabilizers a good go in different
scenarios.
• What could have been
improved?
– Could have used the steady-cam in a real-life
application to see its true effectiveness
• Compare your work with
existing products you used for
inspiration?
– We emulated a standard walking shot down a
corridor. It looked very similar to every other one
in TV and film expect a bit more shaky
• What could you have done to
make it look more like an
existing product?
– Spent more time balancing the steady-cam and
taken a few tries and gone slower
Steady-Cam vs. Shoulder Rig
• What went well?
– It was very easy to pick up and learn once watching
the tutorial and was very nice to look at
• What could have been improved?
– The rotation was a bit to fast so I could have slowed it
down to help with the natural feel I wanted
– It was also a bit jarring as the movement of the fist
clip was not sideways which works a lot better
• Compare your work with existing
products you used for inspiration?
– It looks very similar to the tutorial video which is
good as I was wanted to copy that.
• What could you have done to
make it look more like an existing
product?
– Used a sideways sliding shot to make it feel more
natural and match the tutorial
Spin Transition

33. Practical Research Analysis
• What went well?
– It worked nice and smoothly and was tracked very
well
• What could have been improved?
– I could have used an actual piece of text instead of
“3D Motion Tracking”
• Compare your work with existing
products you used for inspiration?
– It is very similar to the tutorial except I was working
with a video with weird movement so it came out a
bit weird looking
• What could you have done to
make it look more like an existing
product?
– It could have had a new font, colour and said
something that wasn’t “3D motion Tracking”
Motion Tracking Text
• What went well?
– The final footage was very nice looking and the
colours worked very well together
• What could have been improved?
– I could have used more lights to shoot so I could
lower the ISO and it be less grainy
• Compare your work with existing
products you used for inspiration?
– The colours are true to life but also stand out nicely
much like the work of Peter McKinnon
• What could you have done to make
it look more like an existing
product?
– Used more vibrant colours so I could have brought
them out a tiny bit more so it was brighter
Colour Grading

34. Practical Research Analysis
How will these be used
• Steady-Cam vs Shoulder Rig
– I am going to use the shoulder rig for all the steady moving shots that aren’t hyperlapse.
This will be so much easier then building and rebalancing the steady cam every time I
move or change lens
• Spin Transition
– I am going to use this for a lot of the transition in the videos but I will try not to over use
it as it can get repetitive. It will mainly be used to move between locations instead of
regular shots
• Motion Tracking Text
– I am going to use this to name each location that features in the video. For example, I
plan for a panning shot of the minster and I will have MINSTER be in the centre of the
two tours as it pans across
• Colour Grading
– I am going to colour each video so they are very vibrant and the blues and greens stand
out nicely, I plan to use bright LUTs and the HSL Correction tool to get rid of any orange
in the grass and sky

35. Bibliography

36. Bibliography
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3. Holland, K. (2018). After Effects: EASY Text Tracking Tutorial!. Available:
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accessed 11th Apr 2019
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