FMP

1. PRODUCTION REFLECTION
Samuel Johnson

2. LOGO DESIGN REFLECTION
FMP: 1

4. My initial plan for this Logo design was to incorporate all my previous experiments
into one, as I believe a majority of my several trial designs came together quite
nicely. At first I was unable to decide how the final design was going to turn out with
all of these experiments included, however after scanning over each design and
asking a plethora of other course mates which one they believed was the most
impactful, it came down to two experiments; both of which are on the previous
slide. One being at the top right of the screen, with a spray nozzle atop the hilt of a
sword and the other being at the bottom left of the screen, with the gloved hand
reaching out of the bath tub with a spray bottle.
These designs can also be seen in there very basic state on the pre-production slide,
as these were my very first layout experiments and therefore I think its quite fitting
that these two should meet again to become one final design. Both designs contrast
severely in colour scheme, with one being quite bland and the other being vibrant
and enticing towards the viewer. However, both work so well for there intended
purpose, so I needed to find a way too try and incorporate both aspects into my
works, therefore I decided on a mixture of dark and vibrant colours; mainly black
and pink which are the vocal points of each separate experiment. With the pink
being the enticing, cleaning associated element of the logo, that initially lures them
in and then tells the consumer straight off the bat that this must be a cleaning
product. Whereas the black is the striking, bold and powerful facet which tells the
user that this product is the best of the best and is not just some useless, less than
adequate cleaning fluid (when in reality, it really is).
PROCESS

5. 1
2
3
4
My first step was to create the nozzle topped sword, based off the black and white
experiment. This was going to be my centre piece for my Excalibur themed final
design, which is a constant in every single one of my experiments, with the name
‘Excalispray’ obviously being associated with the legendary sword of king Arthur;
hence the sword in the bubbles (in place of the stone) and the gloved hand reaching
out of the bath tub (instead of a lady reaching out of a lake).
I began by templating the sword design from said black and white experiment, as
starting from scratch seemed foolish when I had a perfectly fine design already in
place. So I transferred the image from a previous PowerPoint slide onto a photoshop
document, which allowed me to trace it using the many intricate tools provided on
the software, although I only really used the shapes tool as it didn’t require a whole
lot of hassle. Furthermore, other than a few design tweaks here and there as to
improve on the designs overall aesthetic appeal, such as the equal balance on either
side of the sword as well as the sharp edge on the tip, the design kept its shape from
the original experiment. Next was the process of adding a Nozzle to the sword,
which this time wasn’t stolen from any previous experiments, but in fact I found the
image off of Google and decided that it would fit perfectly for my logo; and unlike
my experiment, this nozzle had a more 2D design, which better suited my logo. So I
transferred the image over to the photoshop document and placed it on the hilt of
the sword, I then removed the intrusive background from the original image using
the magic wand tool and finally to match with the current sword colour scheme, I
colour overlaid the nozzle in black, leaving me with image number two of the
process. The idea to add the nozzle was once again based off the experiment, as I
believed it just worked so well the first time and it gives the obvious indication to
the consumer that this is a cleaning product, more so than just the title and the
vibrant pink colour scheme; plus Excalibur was a sword for the worthy, much like
this product, due to its ‘supreme cleaning power’. Next up is, Step 3 and 4 which
basically combine into one, with step 4 being a very simple process to justify a whole
explanation. Anyway, I wanted to make the sword have the appearance that it was
from an angled perspective, as if the viewer was looking up at it in all its glory, so I
duplicated the existing layers of both the spray nozzle and the sword (which I later
merged) and duplicated them. I then slightly lowered this new layer and proceeded
to colour overlay with a dark grey, giving the whole image a pop out 3D effect,
which I personally believe works well and is definitely better than leaving it bare and
simple as showcased in example two. I then decided to add a thin white line along
the blade of the sword, as to give it a little more aesthetically. I must say, it doesn't
make a tremendous difference although I think without it, the design would be
negatively effected; as the line, more so than any other detail keeps the balance
within the whole logo.

6. 5
6
7
The next step in this 10 step process was to add the infamous
‘Excalispray’ title along the cross-guard of the sword. I decided
upon the font used in the original logo experiment, as I really like
it’s bold, sharp design. Furthermore, along with it’s vivid pink
colour scheme, the title has a really enticing effect on the
consumer, it just seems to grab the viewers attention from first
sight and pulls them in; even more so when the 3D effect is
added to the mix, which gives the font a powerful, pop out style.
The reason I chose this font over any others previously used in
different experiments, was because none of them appealed to
me as much as this one did. Its bold design has a far more
impactful effect on me than any other, with everything else
being quite lacklustre in that area, in terms of its aesthetic
appeal; plus some fonts, mainly the old English font can be very
difficult to interpret for first time viewers due to its intricate
design.
Step 6 was the process of the adding the 5, different coloured
bubbles splayed around the logo. This is a similar trait in every
one of my experiments, as I believe it signifies cleanliness and
purity which my product logo is trying to convey. Furthermore,
there are many apparent hints in my logo, which gives the
immediate impression to the consumer that this is obviously a
cleaning product and these bubbles are just another clear
indication to the consumer, as if wasn’t already blindingly
obvious by this point. This pentad of bubbles were implemented
using the shapes tool on Photoshop and then simply manipulated
to fit the size and colouration of the existing image, using the
ctrl-t command and the colour overlay tool. These mixtures of
colours was to provide variety in my works and keep the logo
rich, as well as different from previous experiments, which kept
to a similar colour scheme throughout.
Next up was step 7, which was the simple task of adding a
circular boarder around the existing logo. This allowed me to
keep the whole design neat and professional, without any
implementations spewing out from the sides. The boarder was
created using the shapes tool, whereby I expanded the shape to
fit around the logo and then removed the inner colour of the
circle, so that the design would come through in all its glory. The
black boarder was then enhanced to a thicker size, as to give the
logo a more powerful appearance.

7. 8
9
10
Finally, was the decision to multiply the layers of
foam to give the impression of an overflowing,
bubbly bath tub, much like my original
experiment. I didn’t think one clump of foam
was enough for this design and there was a lot
of spare space to be used up. So I duplicated the
existing layers making up the foam, several
times and proceeded to space them out as to fit
the bottom section of the logo. Luckily this time
the white boarder was already in place,
therefore any loose work would be covered up
immediately, saving me the hassle of doing it
again. In the end, I believe the final design (as
seen in example 10), came out rather well and
managed to include a multitude of aspects from
both initial layout experiments. I think it’s
enticing due to the colour scheme, I think the
logo incorporated many original ideas from my
experiments and I believe it can be interpreted
by many consumers, as a spin of design of the
legendary sword Excalibur in spray bottle form.
Step 8 was the implementation of the bubbly depths in
which the sword is buried. These bubbles were another
given in everyone of my experiments, usually held
within an overflowing bathtub. However, this time I
decided on a pink coloration rather than the previously
used blue, as I wanted the pink colour scheme to flow
through the entirety of my FMP design. So I used the
shapes tool to make an initial arch, made up from
mashing together many circles, which gives the
appearance of a bubbly layer of pink foam. I then
duplicated this layer several times, as to create ever
submerging layers of foam which darken in colour,
giving the impression of depth. This was done by
colour over laying each smaller layer of foam, with a
darker tone of pink and then by using the ctrl-t
command, I manipulated each one to be smaller than
the previous.
Next I had to secrete any sloppy layers which
happened to be popping out of the bordered area, as
seen in example 8; to keep the design professional.
This cover up was achieved by duplicating the initial
circular boarder and placing it in front of the layer of
foam, thereby separating the loose fragmentation
spewing from either side, from the foam which was to
be included in my final design. I then duplicated the
boarder once again and expanded it around the
existing boarder, this new layer was then colour
overlaid in white, leaving me with a boarder to match
the canvas. I then proceeded to intensify this new
layer, by raising the stroke options, which gradually
covered up any and all loose foam leaking out the
sides. Leaving me with the neat design, shown in
example 9.

8. EXCALISPRAY COMMERCIAL
FMP: 2
YOUTUBE LINK

9. This was created to give me and my crew, an overview of what we
had to film and exactly how we had to do it, in the short one day
time period where I could assemble a sufficiently sized group of
people, on relatively short notice for my FMP commercial.
(CREATED BEFORE FIMLING TOOK PLACE)
(Sections of the editing process for each part of the
video, have been displayed orderly, at the bottom of
the screen for every separate panel of the plan)

10. *Cleaning bath in frustration *Cleaning toilet in frustration *Cleaning sink in frustration
The grayscale colouration implies the
frustration and discomfort of the user.
Over-dub: “Struggling to keep your household immaculate with your current cleaning appliances and ever thought to
yourself during your frustration.”
User: “oh, I wish there was a better cleaning fluid out there, one that would change my life for the better in a multitude
of ways”
*All turn to screen The process of creating this section of the video entailed filming the user (Harry Docwra) struggling profusely to
clean his bathroom. I then rendered these video clips into a grayscale format using the effects tool, this was done to
emphasise the users frustration during this arduous chore and I believe it worked well in the finished product.
Added to that was the emotional violin music, which was converted into an MP3 off of YouTube and then
implemented into my Premiere document, this further pushes my point about the infuriation of using faulty
cleaning products. Once that was done, I overdubbed the scene with my line of dialogue about the struggles of
keeping your house immaculate, which was achieved using an audio recorder and then later transferred over onto
the document and implemented into the timeline. I then decided to add subtitles throughout my production mainly
due to inaudible muffled dialogue, but also for comedic effect. For example, when Harry wishes desperately for a
better cleaning product, he looks up at the camera and grins; as to imply the obvious outcome of his plea. Therefore
I ended up adding large, semi-transparent text in front of his face stating ”MASSIVELY OBVIOUS HINT”; as to grab
the viewers attention, gain some laughter, mock the commercials that use these methods in the real world and
finally to get the joke through to those who couldn’t base it off of his facial expression alone (those of whom being a
few members of my class after they saw the incomplete version).

11. *The colouration of the whole scene
changes.
Hand reaches up out of the bath tub, like
the lady of the lake with Excalispray in
hand.
* The user is shocked/surprised too see
their wish realised.
Zoom-in
Zoom-in on users face
*The user reaches out for the spray bottle
and grabs it. The hand in which the spray
bottle was previously held, drifts slowly
back into the tub and out of shot, whilst the
user raises the mighty bottle in ore; all
while some powerful music plays in the
background, as to further emphasize the
products supreme might.
Over-dub: “Well now there is! With all new Excalispray from ETC (Extremely Toxic Chemicals). You can finally cast all those pesky germs
that once plagued your household into oblivion!”
This short snippet of the process was done exactly by the script seen above. So firstly we shot the hand reaching out of the bath tub scene, whereby I
reached out (of an empty bath) with ‘EXCALISPRAY’ in hand and proclaimed the line of dialogue introducing ’EXCALISPRAY’ to the masses. The angle in
which the recording was taken was from below, as to emphasize the almighty power of the product whilst the audience look up in awe. Furthermore,
from this angle it almost conveys the fact that this ‘miracle to the cleaning world’ overshadows anything, anyone has ever seen before. However, this is
when the subtitles played a very pivotal role in the production, as due to my gas mask (meant to imply how toxic EXCALISPRAY really was) my voice was
basically muffled, which was especially evident in this scene. So I tried tirelessly to fix the audio issue by manipulating the existing dialogue and also by
overdubbing it with clearer audio, using an audio recorder; however in the end, neither of these methods worked, nor suited the scene. Therefore, I left
it how it was originally and yet based off my feedback from other members of the class, some seemed to actually like the inaudible audio, with it
boosting the comedic effect and adding to the intended mockery of existing shabby commercials; so not a massive issue for them but for me, I think I
could have honestly tried to do a better job, possibly by reshooting the scene itself. Anyway, next up was the scene in which the surprised user, reaches
out for the spray bottle in complete and utter disbelief. I think for this scene, Harry did a great job conveying these emotions, as he slowly raises the
bottle up into the air, like a great artefact. With the angle of this shot, it allowed for Harry to raise the bottle proudly in the air, giving the bold subtitle
space to fill beneath which amplifies the raw power of the product. Speaking on the subtitles, the original colouration changes from red to
‘EXCALISPRAYS’ main colour scheme of pink used for the main logo, this change was meant to imply a new dawn of cleaning products, with
‘EXCALISPRAY’ being the main frontrunner in this new chapter. Whereas the red showcased a more frustrating period in users life, struggling with
present day cleaning fluids. Finally, the music was added which completely makes this scene what it is. The music was found off of YouTube, with it
being the main theme for the 1982 film ‘E.T’ which famously builds and builds in dramatic tone, perfectly fit for this scene. So I converted the link into an
MP3 and implemented part of the song from when this short scene begins and as Harry raises the bottle in awe I even edited the audio myself, so once I
finish my little speech the music dramatically raises in volume, further adding to the intensity of the scene; with Harry’s wish becoming a reality.

12. “Excalispray cleans away filth, to the highest standard”
*Wipes sink, surface is left even more dirty than before
This next scene was shot in tangent with the one previous, however based off this storyboard I decided to analyse it within its own
section. The scenario begins with the user approaching the sink and then grasping the old cleaning bottle and throwing it aside out of
shot, with what I believe to be the funniest aspect of this entire production. When the music begins to build up traction, it suddenly cuts
off when the old spray bottle crashes against the bath tub, leaving you with the bare audio of the original recording. Just complete silence
(other than the background noise) as the ultimate failure of this ‘miracle’ product is about to be witnessed by a mass of people, with the
user squirting the ‘EXCALISPRAY’ chemical onto his bare cleaning rag and smacking it down onto the ceramic surface, the camera quickly
pans in as the rag is wiped around and the remnants of a brown, disgusting fluid (brown sauce) are left all over the once purely white sink
bowl. The original plan was that I would overdub this short demonstration, but I just thought after seeing it without any added audio or
effects, leaving it completely bare would provide the most comical outcome. As everyone witnesses this once spoken about ‘miracle’
product, be completely disproven in a matter of seconds, giving the audience a small taster of what's to be expected throughout this
production. On top of that, I decided to raise the volume of the crashing bottle using the audio effects, as I believe it becomes even more
funny when the music is completely drowned out by this loud bang, which unexpectantly pulls people back into the real world, rather
than the heavenly one the music previously conveyed.

13. “Excalispray leaves a wonderfully fragrant scent, which permeates around the area for up to 24 hours”
*The horrific smell causes the user to be ill and the tested trash bag lights up in flames due to chemical exposure
Demonstration number 2 In this production takes the camera outside, where Harry is taking out the smelly, old bins to be disposed of.
Whereby ‘EXCALISPRAY’ is used to mask this awful smell with a fragrant one, as to keep the surrounding area smelling nice without putting
off passers by. However, once again this is obviously not going to turn out as expected, as when the spray is used, it massively amplifies the
awful smell, causing hilarity as harry pulls away covering his mouth in disgust whilst making a sickening grunt. The clip is then quickly cut, to
harry keeling over whilst ‘throwing up’ and then the camera slowly pans over to the previously sprayed bin engulfed in flames, implying the
fact that the spray caused all this damage in a mere matter of seconds, further emphasizing its dangerous and destructive capabilities. The
process of editing this scene was done differently to those previous, as everything was quickly cut, with any unnecessary footage being
deleted and therefore leaving me with the crucial footage to be used. For example the time that it took harry to get from the door to the bin
in the original video, spanned a 10+ second time frame whereas the finished product achieves this minor feat in less than half that time, as
to keep the viewer engaged in all the important footage. Furthermore, I believe this quick cut method improves on the comical aspect of the
production, as dragging certain scenes out for too long can be a bore for the viewer, whilst with this method the viewer doesn’t know what’s
going to happen between one scene and the next, as there's no time to think; therefore seeing that burning bin is completely unexpected,
which makes it funny. I also decided to add some light-hearted elevator music off of YouTube in the background, which heavily contrasts
with the horrific goings on in the commercial, further adding to both the comedy value, as well as ‘ETC’s’ (EXCALISPRAY’S fake producer)
devious intentions as they try desperately to cover over any cracks in their production; an aspect I wanted to get across in my mockery
commercial, with real advertisers somewhat doing the exact same thing with their products, as all they seem to care about is money. Finally
I added an overdub planned above, stating how ’EXCALISPRAY’ leaves a wonderfully fragrant scent, which evidently it does not.

14. “Excalispray even clears up facial blemishes, leaving the user looking youthful once again”
*the spray is applied, which causes the test subject to scream in agony as their skin slowly burns away
* The subject looks in the mirror disgruntled,
as he criticizes his unfortunate facial
features.
Moving onto demonstration number 3 aptly named the face test, whereby the shot is of the reflection of the user looking into a
mirror disgruntled whilst grunting and moaning away due to his unfortunate facial features and much like the previous scene, it
quickly cuts between different takes of expressions and gestures relating to the users face, as to imply he’s been standing there
for a while critiquing himself. But that’s when I swoop in with ’EXCALISPRAY’ in hand and the users expression immediately
changes to that of a good one. With the incorporated overdub, over the top the video stating that this ‘miracle’ product clears
up facial blemishes and therefore giving a reason for this joyful reaction. The user then quickly turns to face the nozzle, with his
mouth wide open in awe and takes a full blast of spray, causing him to scream out in pain and comedically swipe everything off
of the shelf beside him. The scene is then quickly cut off mid sentence and goes to a television static screen that I implemented
off of google images, whilst a deafening censor bleep plays along side, leading on into the next segment. I think this scene was a
gateway into more comedic opportunities later in the commercial and I just love how it abruptly cuts off, leading the viewer to
ponder what kind of product this really is, whilst also making them laugh at this users constant misfortune, which the human
race tend to naturally do to some extent. On top of that, out of context I added swooping sound effects for each time I raised
and lowered my arm, much like a cartoon, adding to the stupidity of this commercial.

15. *The video is then quickly cut to the test subject being interviewed, in
a hospitalised state with a bandaged head. The subject will continue to
go down a long stretch of despair, whilst incorrect subtitles are
displayed at the bottom of the screen, stating positive facts instead of
what the subject is actually saying . I will then walk out the room,
close the door and a faint gun shot will be heard; to suggest the fact
that the subject had been shot for criticizing Excalispray, due to his
injuries.
*The interview like scene, will cut
between me and the subject talking,
whilst I ‘happily’ nod along. As this
interview progresses, my actions will
become more and more intense, as my
character tries tirelessly to put on a
jovial facade; when in reality he’s
utterly vehement, with the subjects
downtrodden stature after being
sprayed by the ‘miracle’ product.
This next scene is another one of my favourites, an interview between myself and harry after his painful incident. Whereby Harry would
drone on about his agonising pain and suffering, after being tested on by the ‘miracle’ spray, whilst I uncompanionably nod along . The
scene appeared to be shot one take after another, with one recording of Harry being distraught and then another switched over to me
nodding and moving my limbs in a sporadic manner. When in reality we came up with a far better idea right then and there as to save
ourselves a large chunk of time during the filming process, in which we recorded a minute long take of myself making these motions and
gestures in complete silence. We then recorded several separate lines of dialogue for Harry to read out in order and then when it came
to edit, I simply cut my best reactions in between Harry’s takes, giving you that whole 20+ second long scene with little to no obvious
editing errors for the viewer to pick up on. This example goes to show that, not every single minute detail has to go according to plan
and in fact some moments of improvisation can turn out to be some of the most fruitful and rewarding efforts throughout the
production. Then was the process of adding the obviously false subtitles, as seen whilst harry speaks his mind on what the product has
done to him. These lines of text were typed up using the T tool and were implemented in the exact same way that every other subtitle
previous was, but what makes it even funnier is the fact that every other subtitle stuck to what the speaker was saying, whereas these
ones humorously do not and are once again an example of ‘ETC’ desperately trying to pave over the blatantly obvious cracks. Then
finally once my character decides to leave horrifically enraged by the users comments, he gives the indication to one of his henchman to
rid of the innocent man. So I edited the timeline in a specific way so that the music would start abruptly, as to mask his obvious anger
and try to bring back the light-hearted nature of the commercial and I also synced the cocking of the gun, with the slamming of the door,
which moves us onto the next scene. This is to imply the violent act upon the user without actually showing it, which I believe works
really well and adds a lot in terms of its comedic value(even if it happens to be quite dark humour). Furthermore, if one listens closely
you can hear faint last words from Mr. Docwra, stating the words “oh…s**t”, which were implemented without a censor as the
slamming of the door naturally censors any profanity he has to say, which I think is a lovely touch and once again can be perceived as
quite funny by a plethora of viewers, depending on whether or not dark humour is of your taste. On top of that the grayscale colouration
of the whole scene was done using the effects tool on adobe premier and was meant to imply Harry’s distress, much like the first scene.
However, this aspect mixed with the incorrect subtitles, makes this scene what it is, due to the huge contrast in perceived emotion.
Subject: “The pain and suffering I feel daily is immense, simple tasks are arduous
burdens on my day to day routine, life is torture. I’m a monster, I’m a freak, I’m a
shell of the man I once was.”

16. *I will then carry on promoting Excalispray and its many
multifunctional capabilities, whilst the body of the test
subject is wheeled/carried out due to his ultimate demise by
the hands of the Excalispray corporation, ETC. Further
emphasising our corruption and evil intentions.
Salesman: “Excalispray is the first multifunctional product of
its kind, it can be used in a whole array of circumstances.
Ranging from the Legal, and the not so legal.”
The following scenes take place outside once again and this particular scenario takes place immediately after the door slam in
the previous scene. But now the scene has completely regained its natural colour scheme, as I follow on promoting
’EXCALISPRAY’ in my deluded manner. However, from this point forward it appears as if my character is slowly losing his sanity,
due to all the obvious errors in the commercial, which are almost impossible to prevent at this point. So I continue to speak my
dialogue, which this time isn’t overdubbed as I actually said it in a relatively audible manner during this take, plus the subtitles
were there just in case and as I said earlier I didn’t think most of the overdubbing's were suitable, due to there clarity which
didn't match at all with my masked face. Anyway, I continue to speak on the benefits of Excalispray and eventually sit down in
front of an open door way and talk about the legal and non-legal benefits of the product, which gave the cue to my crew
member Matt, to pull Harry’s stagnant corpse along the background of the shot. This had to be timed to great effect, otherwise
my dialogue wouldn’t match up with the illegal act going on behind me, so it took several takes but in the end I think we came
out with a really funny skit for the video. Furthermore, I edited the footage so that the camera would zoom in on my face, when
I spoke on the “not so legal circumstances” in which the product could be used, which I believe amplified the comedic effect the
scene had on people, as you can see my crazy eyes piercing into the lens, whilst you can clearly make out the body from the
previous scene being taken for disposal in the background. On top of that, I edited the subtitles in a certain way so that both
‘legal and non-legal’ would be in large, bold lettering when I said my dialogue, due to their pivotal importance in this scene.

17. *The police will then interrupt the commercial and resume to arrest
me for breaking several laws, mainly due to the substances included in
my product. I will continue my commercial dialogue through this
struggle, as the police zip tie my wrists together and read me my
rights.
Police: “Right, your nicked sunshine! You have
the right to remain silent and refuse to answer
questions. Anything you say may be used against you
in a court of law. You have the right to consult an
attorney before speaking to the police and to have an
attorney present during questioning now or in the
future.”
Salesman: “Excalispray is so strong, nothing is safe
from it’s cleaning capabilities… not even these
binds.”
*Zip front of body, ’1’
Turn camera with salesman ‘2’
Refer to binds ‘3’
Cut to being pushed against car /wall ‘4’
Cameraman sprays binds ‘5’
Next up was the short, quick cut scene between myself and the police officer (Danny). This takes place whilst I’m still sitting in front of the open
doorway on my chair, whilst I continue to ramble on about the benefits of ‘EXCALISPRAY’. Once I finish my short line of dialogue ”EXCALISPRAY is
so strong”, this gave Danny the cue to; come over, pull me up from my chair, throw said chair aside, bind me and then finally push me through the
open doorway behind me. The line Danny says during this whole farce “Right, your nicked sunshine!” was implemented far later using an audio
recorder and then manipulated to sound as if it was recorded in an outside area, as I wanted to get the obvious point across that I was being
arrested for my blatant neglect of the law and that it wasn’t a set up ‘act’, so to speak during the commercial. The time in which Danny had to do
all these things took far too long in real time, so I edited the original footage using the razor tool to cut away any unnecessary footage so that the
time between Danny binding me and then pushing me through the doorway didn’t take an absolute age, which would likely bore the viewer.
The camera angle is then quickly cut between me being pushed out of the doorway on one side, to me being pushed through the doorway on the
other side. I tried to sync it up as best I could, so that it would appear as smooth as possible between my foot touching the ground in one scene, to
me being in the exact same position in the next, as to not make the video seem janky and to be perfectly honest with myself I believe it synced up
quite nicely, with no obvious jump cut occurring for the viewer to witness. I then proceeded to close in on the camera and speak my line of
“nothing is safe from It's cleaning capabilities” and by that point I’m pulled away from the camera, by the officer into the next scene. This was
done to make it appear as if my character was trying to implement this real world scenario in his works, therefore the camera keeps rolling, as he
wants to demonstrate another amazing use of the product in any way possible.
The scene then jump cuts to myself being pushed against a wall, by the hands of the officer. Danny then proceeds to turn his back for a short
moment, implying that he’s writing up a police report, as he believes I’m successfully incarcerated. This gives my character a small window in
which to finish off his sentence with “not even these binds!”, which when formed with the two previous statements, implies to the viewer that I
can easily escape from this situation; and that’s when the camera pans down to my binds, which moves us onto the penultimate scene.

18. *Excalispray will be used to burn through my binds and then I shall
run for my freedom, whilst the police chase after me; all while I continue
to Promote Excalispray. Right at the end, the police will tackle me to the
Ground, put me in there ‘undercover police car’ and drive off with me in the
back.
Salesman: “Excalispray for all your legal and
non-legal needs!”
This scene immediately carries on from the previous one, with no cuts or anything of that nature.
From when the camera pans down in the previous scene, the man behind the camera (being Matt at the time) sprays my binds and then the
camera is quickly panned back up to Danny facing in the complete opposite direction, suggesting the fact that the camera man is being the look
out during this process. When in reality, it gave me time to pull apart the already snipped binds, so that by the time Matt panned back over to me
in that mere one second time frame, it appeared as if I had escaped due to the almighty melting power of ‘EXCALISPRAY’. The short sound effect
heard between the chemical being sprayed on my binds and me escaping, was a video from YouTube, of water being placed in a boiling hot pan.
Although, the original video was relatively long, therefore I had to speed it up multiple times to do so, otherwise it wouldn’t be able to feature in
my works; but I managed to implement it and I believe it adds a lot in terms of realism. Once free, I speak the line ”EXCALISPRAY for all your legal
and non-legal needs” as if my character has finally come to terms with the fact, that this should be the main selling point of this product and that
its aptitude in cleaning, doesn't even compare to its capabilities in non-legal affairs, which is evident to see throughout the entirety of the
commercial. The subtitles used in this scene, were designed to fill up the entire screen, as if this line of dialogue is the new moto for the company,
as well as my characters signing off message.

19. *During this whole farce, the commercial will have very quick
dialogue listing the dangers and information about
Excalispray, for both legal and comedic reasons. Legal
reasons, in the sense that my character has sufficient enough
evidence to suggest the fact that he technically didn’t lie
about anything, as all the valid information was listed at the
end and therefore didn’t commit this particular crime. The
comedic aspect will figure in, due to some of the absurd
points made during this list.
Salesman: “Excalispray is an ETC licensed product and is not responsible for the deaths and or
permanent damage caused to the user. Once purchased ETC hold no contractual agreement with the
consumer for what they can and cannot do with the product at hand, but under no circumstances
will ETC be held accountable for said actions. Excalispray contains many substances which some
users may find potent, said substances included are as followed ‘LIST’
Once again this scene immediately carries on from the previous one, with no cuts or
anything of that nature.
This scene is basically the end credits, whilst also being a confession in its own right, as it
displays the many harmful substances included in ’EXCALISPRAY’. Of which are countless
varieties of some of the most deadly gases known to man; a list I found off of Wikipedia,
which is hyperlinked above in my planning. This whole scripture of text runs, whilst my
character literally runs away from the pursuing officer (Danny) and I decided to edit it so
that the whole scene ran 50% slower than real time, giving viewers the opportunity to
read what was being displayed. Furthermore, throughout this long line of ingredients are 4
names in distinctive red font, which credit: myself, Danny, Harry and Matt using our full
names. However, I edited each one slightly to make it appear as if each name was a
chemical compound, fitting with the whole list. Furthermore, the elevator music played in
background, dramatically raises in volume throughout this section of the video, as I
believe along with this massively long, illegal confession it boosts the comedic factor due
to it contrasting heavily, in terms of the emotion the song provokes; which to most is joy,
whereas the list of illegal substances would only provoke fear and outrage in the eyes of
the public (if it were real of course). The video ends with a cross dissolve (fade out) with
Danny running around a corner, chasing after me, which is a nicer way than letting it
suddenly end in darkness. The fade out is a lot smoother and gives people time to
comprehend the madness they’ve just witnessed.

20. This storyboard/script helped me immensely to make this project come to
fruition and kept the whole filming process on track, in the short time I and
the rest of the crew had to film; as getting certain people on particular days,
can be a struggle for a whole group of people.
Creating this storyboard/script allowed us to film everything within a one
day timescale, leaving me with a vast amount of time too edit it to the best
of my ability. Whereas without it, that time would have likely been wasted
and therefore stretched much further, leaving us to make up lines of
dialogue on the spot, with no real thought put into it. Of course the
dialogue written for the production isn’t brilliant, Hollywood director
quality and there are many aspects that could be improved to a better
standard, however with the limited expertise I have in this media related
field (filming and editing video) I believe I made the whole thing come
together rather well. Furthermore, my fellow course mates who also lack
knowledge in this particular field, did a great job in the time that we had.
They kept to the script and followed my instructions with intent and willing,
which really supported me and kept me motivated throughout; as they
were in the exact same predicament as me and therefore they know what
this FMP means in terms of moving onto the next level.
PROCESS

21. Filming my FMP took a one day time period, whereby I assembled a group of
course mates and gave each one specific lines and directions to follow for each
scene.
Everything was filmed in the order of the storyboard, therefore multiple scenes
which took place in the same location, weren’t always filmed in line with one
another, as certain scenes were a minute or so later during the actual video. My
reasoning behind this is that I didn’t want myself, nor my crew to go off tangent
and start making up ideas as we went along, I wanted the day too run as smoothly
as possible by keeping to the script and doing everything in the order of how it
was planned; I also didn’t want to end up scouring for footage later in the day,
trying tirelessly to put together a splayed puzzle of film and dialogue for the
editing process. Of course not everything went as planned, however that was to
be expected due to our limited time scale in which to film, plus due to our evident
lack of acting prowess not everything went as perfectly as I hoped it would be in
my mind. Some relatively simple scenes took an age to get through, due to
consistent mistakes and fumbles in dialogue, whilst other takes simply failed
because the humour involved completely encapsulated our train of thought and
left us having to reshoot over and over again, to the best of our ability.

22. The editing process differed majorly, in terms of how it was planned compared to other methods
throughout this production. Whereby, no real planning was actually made. The entirety of the editing
process was done off the top of my head, I merely just had to make what we had recorded, fit into one
continuous stream of film. Of course there were hints and ideas on my storyboard, to what would be done
during my time editing on Adobe Premiere, but a lot of what was done was added as an afterthought to
fit around the particular circumstances the recordings provided. For example, if a scene was drawn out for
too long I would simply cut it down using the razor tool, as to rid of any unnecessary screen time whilst
keeping all the crucial elements; examples of this can be seen in scene 4 and 8. Furthermore, the added
subtitles displayed at the bottom of the screen were not planned, I just found that overdubbing the
muffled audio (in some areas) didn’t fit at all with the goings on of the commercial, it was too clear and
precise. Whereas with my mask the audio suited the scene and for some members of my class, they found
it funnier due to the muffled audio, as if I was intentionally mocking existing commercials of this kind;
when in reality it just turned out to be a lucky mistake and I played on it from this moment forward. But
as I look back, I do believe I could have worked around the audio issue differently and tried to improve on
the over dubbed audio, as to make it sound as if it should fit the scene; possibly by adding reverb, or
something to that effect. My favourite aspects of the whole production, is when certain actions sync up
perfectly with other sound bites and clips, such as the door slamming in line with the gun cocking in scene
6 and the spray bottle crashing against the bath tub in scene 3, which cuts off the music playing in the
background. I just find it absolutely hysterical, as it just comes out of nowhere and catches the viewer off
guard. However, all in all I do like my finished product, I think its funny and does a good job mocking
existing commercials of this kind (as seen in my research) and yet there are several aspects which I could
improve on, but for my very first ’short film’ I think it came out as planned.