2. Sponsorship
In the Sponsorship Sequence we have added a
second medium shot of the back of India with
her hands on her hips. We have added this not
only to extend the sequence but also to add to
the quick and fast pace of the product. This
conforms to conventions of sponsorship sequences.
We also decided to add a reverse to the medium long shot of India spinning
her head. We thought this really suited the upbeat, fast paced music.
3. At the end of the sequence we have added colour to the three mirrored
long shots of India walking towards the camera with her finger on her
lips. We thought this added to the colouring of the production matching
the bold print on the dress. It corresponds with the confident and vibrant
feel of the brand and it’s message and creates a modern twist to the
sponsorship associating with the digital native audience and solely online
brand.
4. SS15
As a third shot in front of the graffiti we
have added a medium long shot which
cuts off her head. This is to receive
complete focus on the clothes, connoting
the importance of the details, colours and
textures.
During the process of filming we found the ground to be to bumpy and gritty
to track on so due to this we have removed the close up which was to track
out. Also we have taken out the low angle medium long shot simply due to
its unflattering angle.
5. Whilst filming on the roof of the Foister Building we experimented with a
variety of spontaneous shots which proved really successful, adding them
to the production. We first added a low angle medium long shot which
panned left. We felt, when it came to the editing, this shot was really clear
and smooth, with the camera capturing the crisp colours of the outfit.
6. We also added a medium close up of the bag and a close up of the
shoes, to advertise the importance of accessories and footwear in our
brand as well as the clothes.
In terms of removing shots, we took out the medium shot from the side
of India leaning over the railings and also the low angle medium long
shot which tracked around the model. This was again due to the bumpy
roof which caused the footage to appear unstable. There were a number
of shots we have also taken out due to braking the 180 degree rule.
These shots consisted of a medium close up from the front, side, back
and opposite side.
7. Whilst editing the footage of the car we removed the medium close up of the
model and also the long shot of the car driving in and out of the camera
frame. This was due to the blurriness of the shot and also it was too fast
paced so we were unable to see the clothes.
To this particular location we have added a Bokeh
effect to make it seem like the sunlight is captured
by the camera reinforcing the summery feel.
This effect along with the Vignette effect we added
creates a vintage feel which compliments the classic
car. Vignette also enables us to create shots which
Stood out more and didn’t appear weak compared to
The vibrant colours of the graffiti.
8. The location of the stairs we decided to completely remove from the
production due to the awful colouring and lack of focus. The terrible lighting
also proved to ruin the shots as we hadn’t prepared to set up the lights.
Returning to the roof, which feature more of
the spontaneous shots filmed, we have added
a long shot to show off the summery feel of
the full outfit and also a medium long which
cuts off her head to concentrate on again
the summery features of the overall outfit.
For this latter shot we added the slo-mo
effect so the audience receive the outfit in
full detail. It again creates a chilled out
summery atmosphere.
We have taken out the tilted framed medium close up and also the extreme
long shot of the model holding the lettered balloons which we initially
planned to be the end shot.
9. With succesful footage of the graffiti we decided to add more shots to the advert
including a medium close up, a medium shot of India dancing, creating again a happy
summery feel, a medium long shot of India walking into the frame.
10. In more shots of the roof, we’ve added a close up of the bag and the rim of
the dress and a slight low angle medium shot that pans up on the outfit.
Both shots we feel add to the advert, showing the variety of products
available at FYI and the quality of it.
We’ve also added a medium close up as well as an extreme long shot
which zooms in with the graffiti in the background. This particular shot we
reversed to emphasize the funky beat in the song creating an empowering
and fun attitude.
11. In the final shots on the roof we added two medium close ups, with the
latter panning. The first focuses on the jacket and the second on the
detail of the dress. This shows the full potential of the brand and the
variety of clothes it offers.
The two final shots on which the title card appears are a low angle
medium shot of India sitting on the back of the car, which connotes the
summery feel of the clothes as open top cars are typically very summery,
and also a medium close up of India turning her head to face the camera
on the roof. The shots turned out to be really clear, showing off the pastel
summery colours.
12. AW14
At the beginning of the AW advert we have added a transition that
fades from black to the starting shot. We felt this gives the illusion of
the light switching on to find India already there creating a sharp, quick
paced effect.
We have taken out the medium shot of India in the spotlight and the
low angle medium long shot which proved to be an unflattering angle,
instead adding a medium close up of the top of the outfit and a medium
shot of India walking away from the camera showing off the back of the
In the location of the Manhattanc lobtahre, sw.e have taken out the low angle
shot of India walking on the bar with the camera tracking in the
opposite direction. India was then going to grab the camera pulling it
towards her. We removed this due to complications with the bar being
to small and therefore unsafe to walk on.
13. In the booth in the Foister Buildings we’ve first added a medium shot of
India kneeling on the sofa with the spotlight focusing on the clothes.
Another shot we added, being the third shot in the booth is a medium
long of India again kneeling holding a disco ball which reflects light
creating a vibrant pattern.
In this location we have removed the medium long shot of a tilted frame
and the medium close up of India lying on the sofa. This was because
there were too many booth shots that lasted too long and we need to
create a more fast paced advert.
14. On the roof of the Foister buildings at night we took out both camera
tracks; the medium long shot of India walking with her hand on the railings
and the medium shot of the camera following India. This was again due to
the bumpy ground causing the footage to be unstable.
Instead we added in lots of quick shots
including a long shot showing the full
outfit, a jump cut to a medium close up
which clearly shows the neckline of the
dress, and a low angle medium shot of
India hanging on the railings connoting
her confidence in the dress.
15. We also added an over the shoulder medium shot with the city lights clear
in the background connoting the party style of the dress, a low angle
medium long shot and a medium shot from behind India showing the
detail of the back of the dress in which the camera tilts down connoting
again her confidence in the brands clothes.
16. With the final shots being in the studio we added a medium shot
replacing the initial close up of India. This therefore meant the studio
footage both opened and closed the advert creating structure within the
production.
17. Title Cards
Initially for the title card of AW14 we had
planned to form glitter in the shape of the
letters FYI which was carried out successfully.
However we decided to layer it over the last
shot and create a new, different title card
which matched the SS15 one, creating a link
and continuity between adverts. This title
card is an extreme close up of a sequined
dress with the brand name, where it exists
and the website.
The SS15 title consists of the same nature
however it is layered over the two final shots.
Again the same is added to the end of
Sponsorship Sequence to again match the two
adverts. However we also added the name of
the TV programme it sponsors. We decided
these title cards added a professional look to
all productions.
