1. M E D I A -
C R I T I C A L
R E F L E C T I O
N
T H E
T H E O
M O R T C H E V
2. TA B L E O F
C O N T E N T
1. How does your product use or challenge
conventions and how does it represent social
groups or issues?
2. How does your product engage with
audiences and how it would be distributed as
real media text?
3. How did your production skills develop
throughout this project
4. How did you integrate technologies, software,
hardware and online – in this project?
3. E N G A G E M E N T – T H E L O G O
• The logo “One Punch Films” is packed with
meaning
• The visual is the Fist of Justice and expresses:
• social commitment,
• fight for freedom and just cause – this is
the fist of justice
• fight back against oppression
• The text ”One Punch” means:
• the first strike determines all
• high impact
• makes reference to war, boxing
• impactful movies, art
• The logo has a priming effect and engages the
audience by signaling the spirit of the story to
come
4. F I R S T 3 0 S E C O N D S : T H E K E Y C O M P O N E N T S
O F T H E O P E N I N G S E Q U E N C E A R E
E X P R E S S E D
14’’ Face shot of
the hacker –
idea of hacking,
long hair,
purposefulness,
tiredness
1’’ – 7’’ The Logo
“One Punch
Films”
expresses social
commitment,
fight for freedom
and just cause –
this is the fist of
justice
9’’ The “code green”
screen – introduces
the idea of
computers, coding,
IT
26’’ title “The
Infector” – we are
introducing the main
character, a hint of
the story to come
28’’ Hacker back
shot, confirming
the full image of
the hacker, hair,
hoodie, screen,
code green
21’’ Second “code
green” screen –
narrows down the
meaning to
hacking
23” Hacker side
shot – typical
hacker dress
code, hoodie,
long hair
5. E N G A G E M E N T T R O U G H S T O R Y
D E V E L O P M E N T
• The story: the hacker is focused and working hard
to achieve something, and he ends up succeeding
• The key shots of the story development are - in
chronological order:
• the mouse
• the drink
• focus/hard work
• USB drive
• foot tapping
• Key shots of the story conclusion:
• progression 0-100%
• “Access granted”
• “Confirmation 2.0”
• The development of the story aims to maintain the
engagement created in the first 30 seconds
6. E N G A G E M E N T T H R O U G H E D I T I N G
• Alternation between shorter shots
(3-4 seconds) and longer shots
(8-10 seconds)
• Longer shots have action: looking
behind, taking the bottle, the USB
drive
• Sense of passing time:
• time laps indicators – the half-
empty bottle
• the tapping foot
7. E N G A G E M E N T T H R O U G H M U S I C &
S O U N D
• The music creates tension through
contrast between:
• slow and steady tempo
• fast-paced action-driven shots
• The sound, specifically the sound of the
keyboard, is an integral part of the
overall perception for the audience
• The music allows the sound of the
keyboard to be dominant and not to be
covered by the instruments
• The progressive introduction of
instruments parallels the development of
the story - this creates a build-up
towards the conclusion of the story
