Evaluation

1. Final Major Project- Evaluation
For my final majorprojectIdecided toproduce a videoadvertcampaignonthe sportswearbrandNike. In
thisevaluation I will talkaboutthe technical quality of myfinal products forexamples the waythe footage
turnedoutthis meaningthe quality of the clipsusedforexample if they wereinfull HD, the editingprocess
thismeaninghow itwas done, the style Ididitin andalso the composition of the projectasa whole. Firstly
let’stalkaboutthe quality of the footage inwhichI used, Ifilmed withaCanonDSLR camera inFull 1080p
HD because itlooks a lot betterandmore to a professional standard andthisiswhatI wanted. Iusedthe
canon camerafor the skateboardingscenarios andthe runningscenarios andmycameraphone forthe
nightclub scenesbecause of the clubs policy youwere notallowedtoenterwithdigital cameras, so
because of thisproblemIdecided tofilmwithmyiPhone 6camerawhichas well asthe DSLR still shootsin
Full 1080p HD butdoesn'tletyoushoot ina manual settingwhichIwas fully aware of. Whencomparing
the clipsyoucan hardly tell the difference whenthey beingsidebyside andI thinkthiswas goodinmy
favorbecause the nightclub wasvery crowded andusinga phone allowed ittobe very compactand put it
anyway at any giventime. Like Ijustmentioned the only badthingwhen itcame to filmingwiththe phone
isthat I couldn'tfocusmanually forexample sothe shotswhichIwantedto getwere quite restricted.
Although thatwasthe only drawback I thinkthe overall qualities of the shotswere really goodandI'm
happy withhow they turnedout. Using the CanonI couldget lotsof good quality shotsusingthe 18-55mm
lensandalsothe 50mm lens, usingthese tolenses gave me arange of anglesandshotsI coulduse to get
the bestquality of videoformyfinal majorproject. WhenfilmingcertainclipsIdecided touse manual
focusso I could have more freedomwhen itcame to capturingwhatI wantfor example inthe beginning
shotswhichwere showinglocations I hadthe cameraunfocused andthengradually focused itsothe
landscape became inshot. Ithink thishad a really cool effectandworked very effectively. Now ontothe
editingprocess of myfinal majorproject, thiswasvery easy because Iwasalready familiartothe editing
program. Abode Premiere soIknew mywayaround the software andonce I had all myfootage and musicI
thenstartedaddingclipafterclip. Most of my advertwas justcut clipsnexttoeach otherwiththe
occasional videotransitionandIthink thisworkedreally wellbecause of itssimplicity andthisishow I
wanteditwhen I spoke aboutitin myproposal andother recentwork. Ialso usedslow motion inafew of
the clipsone of thembeingaclose up of a shoe runningpast, I didthisbecause itallowed tocapture that
momentwhenthisshoe hitthe ground andthenspedup back to normal andI think it really well andcame
out quite effect. Anotherreasonforusingthe slow motioniswhenaclipwastooshort I usedslowed it
downslightly justsoitextended alittle more which wasreally useful. Now totalkaboutthe use of sound
justbriefly, Idecided touse aquite recentsongwhichI personally likedwhen comingupwithideasformy
final majorproject. Itwas upbeatandcatchy and thoughtitwouldfitreally well withthe conceptof my
ideaandalso because Iwas filmingforanadvertaround a minute anda half I decided tocutthe song
downand thisworked well byjustusinganaudiotransition tofade the songout where Iwantedtoo.
I acquired many more production skillsandalready hadexistingonesformthe previous yearandthis
helped me outa lotwhenitcame to the production of myfinal majorproject. To start off I’ll talkaboutthe
filmingskills, Ialready knew the basicsusingdifferentangles, shootinglandscapes soitsetsthe location,
usingsome terminology suchaswide shots, overthe shouldershots, thesetechniques fromprevious
filmingprojects hastaughtme effective waystomake average lookingshotslook alotbetterwhen
applyingthe previous thingsIhave learnt. New skillswhichI have gainedduringthe filmingprocess of my
final majorprojectwasthe use of differentlensesandthisreally helpedme getvery differentshotsfrom
usingjustthe standardlens.For example one of the lensesI usedwhenfilmingwasthe Canon1.8 50mm
lensandthiswas a very close up lens andwasvery good forthemzoomed inshots. I usedthislenswhenI
wantedtoget some of the close up shotsof the shoes, like forexample inmyvideowhere the runner’s foot
isin focusand itcaptures themrunningpast. I think thisworksreally well becauseitcaptures every single
deal andthe depthof fieldandaperture isreally effective whenitcame toadjustingthe manual focus.
Whenit came to editingandwhenthinkingaboutskillsfrombefore andafterIwouldvery muchsay they
are the same as from recentprojectsI’ve done alotof videoeditingandusedmostof mycurrent
knowledge anduseditwhen editingmyfinal majorproject. Forexample inrecentprojectsmyeditingis
exactly the same thisincomparison toshots, effects andevenslow motion. Inmyfinal majorprojectthe

2. cuttingsof each clipalwayssomewhatmatchesabeatto the song andI think thisworksreally well soI
carry on thistechnique andkeepitpersistentthroughoutmywork. OverallIthink thatwouldbe the only
skill thatI have when itcomesto the editingprocess of myadvertcampaignalsothe skillsIhave further
developed woulddefinitely be myfilmingskillsandthisisbecause of the experiences withdifferent
equipmentwhichhasallowed me todoa lotmore andmake it to a professional standard.
Whenit comesto lookingclosely athow myfinal productmatchesthe original intentions inhow Iwanted
my advertcampaignto look like I wouldsay overall itdidand didn'tcome out how I wantedit andI will
explain now andgive the reasons. Lookingbackatmy projectproposal the obvious reasonformyprojectis
the advertisementof Nike, butlikeIstatedinmyproposal I wanteditto have hidden meaningalmostand
alsoa motivation andinspirationaltouchanda positive movementwhichsomewhatinspires people. When
thinkingaboutthatand how my adverthasturnedout I do getthat sort if vibe frommyprojectfor example
withthe whole motivationandinspirational ideaaboutit.The advertfeatures three situations withthree
differentcharacters andeach one has theirownlittle story andI didthisbecause I wantedtoshow what
differences have whenitcomestosettinggoals, forexample the runnerwasouttoget fitand stay healthy,
the skateboarderwasoutto learnnew tricksto become betterandthe final situation isagirl that wantsto
justgo out and have a goodtime withherfriends andfromthese three scenarios Ihope itcan inspire
people tojustdowhat they wantto do and to reachtheirgoals. Frommy advertI hope it does inspire and
motivate peopleandthisiswhatI was tryingto achieve whencompletingmyfinal majorproject. Whenit
came to the filmingandtryingtoportray these storiesontofilmitwasvery difficult, inspiration and
motivation are quite hardtomake it obvious because ithardto create a storyline withonly somany
seconds havingshownthisoff. WhenwatchingthisIthink Icouldof done thisa lotbetterbygivingmore
time forthe three peoples scenarios tounwind andtheirstoriestobe toldbutbecause of only havinga
certaintime (advert) thiscouldn'tbe done. OtherthanthatI think myfinal productdoesmatch the original
intentions inwhatIwantedlike itsaidinmyproposal. Whenitcomesto how the brand isadvertised Ithink
thisisone of one strong pointsbecause fromafocusgroup I didmany people saidthey coulddefinitely tell
the advertwas forNike andI’ll talkabout the focus grouplateron. So overall I am happy withthe outcome
of myfinal majorprojectincomparison tothe proposal formbecause Ithink I quite ittomy original ideas
and didn'tchange anythingthroughout.
Time managementduringthe makingof myfinal majorprojectwasdefinitely akey aspectandI needed to
stay onschedule soI couldfinish ontime forwhen the projectneeded tobe handed inby. Schedulingwas
sometimes easy andsometimes hard, thiswouldbe because of the actorscommitments suchastheirown
college work anddependingif we couldbothbe free atthe same time, thisiswhere the time management
and problemsolvingwouldbecomeinvolved becausewhen we couldshootfootagebothatthe same time
meaningusbothbeingfree andalsoif the weatherwasn'tinour favor thenwe would have toreschedule.
Time managementwoulddefinitely be gettingall the footage filmedontime soi couldthenstart the
editingprocess, anexampleof thiswould be when Ifilmedone of the firstscenarios andthenthe second
one a few dayslater, thismeaningIhad twoof out three thingsfilmedandjustneeded the lastandfinal
one;but because she hadworkand college commitments thiswasquite hardtowork around. Aftera lotof
reschedulingwe bothfinally workeditoutandgot some greatquality footage, althoughthere wasthe
commitmentproblemtherewere alsoproblems withthe weathersforexample. The weatherwasdefinitely
a major constraintwhen itcame to gettingall the footage formy final majorproject, because of the bad
weatheritwould of beenhardto filminthe rainand windbecause of expensivecameraequipmentgetting
ruined etc. A strategy I usedto overcome thisconstraintwasto check the weatherappon my phone andI
didthisa few days inadvance before the date of the shootso I couldsee if the weatherwasacceptable or
not anddoingthisallowed me toreschedule datessowe couldmake itappropriate tofilm. These werethe
only few problems whichoccurred whenitcame tothe filmingof myadvertcampaignandthrough the
powerof time managementandproblemsolvingreschedulingandovercomingconstraints really workedin
my favor.

3. Now I will talkaboutmytarget audience, andtheirresponses tomyfinal majorprojectwhichinclude
positive andnegativefeedback andalsoimprovements inwhichthey think Icouldof made. Idid this
thougha focus grouppage on Facebook whichallowed themtoview the advertandthencommenttheir
thoughtsandexpressions aboutthe videoandIwill alsocommentontheircriticismexpandingandexplain
theirpoints. The photobelow ismypostinwhichI askedthe people of myfocusgroup to commentonmy
video.
Thiswas the actual postinwhichwas on the focus
groupFacebook wall withmymessage justtoexplain
whatI wantedfromthemand to letthemknow what
thisgroup wasabout. Whenit came topickingthe
people whoIwantedinmyfocusgroup I mainly chose
thembecause of theirmediaexperience andalsotheir
terminology whenitcomesthissubject.I alsochose
people withminimal knowledgejustsoIcouldget a
amateursopinion onmyadverttherefore havingawell
diverse groupof people tocriticmyfinal majorproject. I
alsochose the age groupto be of similarage to the
people inthe videosothere couldbe some sortof
relation.
The firstcommenthad goodand bad
pointsas well assupportive criticism;
overall itwasquite a goodcommentand
had some helpful advice whenitcame to
whatthey think I couldimprove on. Iwill
now explain andexpand onthiscomment;
the firstthingEmily saidwashow she
likedthe songchoice andhow it fitreally
well withthe theme andthe footage. She
thencommented onhow relaxed andchilleditwasat the beginningof the videoandhow the songstarts
whenthe clipsbegin. She likeshow some of the clipsstartedunfocused andthenfocusedtocreate a really
goodeffect, she alsolike how the storyline workswiththe three situations andthatit really givesthe brand
a diverse feel andthisiswhatIwas goingforif youlook inmy proposal form. Inthe videoI addedanother
Nike productsothat there couldbe range of theminsteadof justthe shoesand Emily thoughtthiswasa
goodideaas it broadens there products. Whenitcomestothe editing, she saidshe lovedhow the music
worked well withthe clipsandfootage forexample every repetitivebeatthatwouldbe a cut to another
clip. Now itcomesto the negative opinions andwhenreadingthoughEmily’scommentIwould saythey are
quite realisticandthatI agree withthem100%. Like she hasmentioned above she thinksthatthere wasn’t
that manyshotsof the Nike Blazerswhich were the blackandwhite ones andIcompletely agree withthis
comment. Thisisbecause thatwhenfilmingthe shoeswhenmyactorwas out themfootwearwasn’t
appropriate forthe nightclub therefore nothavinganymore shotsof the shoesinthere. I think thiswasthe
only problemwhen itcame totalkingaboutthe shoesinthe video, she alsothoughtaclipwasshaky and I
can see why she thinksthisbecause the clipafterthatis a still shotona tripodandI can see thispointvery
clearly andagree withthis. Soan overall thoughtthiscommentwaspositive withsome drawback butIam
happy withhat thisperson hassaid aboutmy video, she thinksthatitisadvertised well andisalongthe
same theme of otherNike advertsandI can’t complain there.

4. The nextcommentisfrom Irinawhoisn’ta
mediastudentsowouldn’tknow thatmuch
aboutthe topicor any terminology orhave
a betterunderstandingof the components
like Emily’scommentabove. Fromreadingthe shortcommentitwasvery positive andgave agood brief
analysis of whatwas goingonand I’mglad people couldsee whatIwantedtodo. Firstly she saidshe liked
how the music startsbefore the videoandthiswassaidin anothercommentandbecause of thisI am quite
happy I decided todoit. She saidshe liked the basicstory line of how itwas differentstories andI’mglad
thisisbeingbroughtup because thisiswhatI wasworryingaboutwhenat the drawingboard because I
thoughtthiswouldbe the case but obviously not. Irinasaidshe couldn’tfind anythingtoimprove onand
thisisgreat and definitely mostthe supportivecommentandoverallthatshe likesit.
Thiscommentisfrom Joe, whohasstudied
mediastudies andthereforehasabit more
knowledge thatIrinabecause of the
terminology whichhe hasused. The
commentI thoughtwasvery good havingits
goodpoint, bad pointsanditsimprovements
and as a whole I thinkitis quite helpful to
getthisopinion. Firsthe saidthat the
separate narratives work really well andthatitis well thoughtoutandI’mreally happy withthiscomment
because like Imentioned above thiswasone of myworries. Editing, he saidthe cutsandtakesall blended
togetherandthat thismade the videovery well balanced andalsohow the clipswere well songtothe
videoandlike inthe commentsabove thiswasmentioned quiteoftenwhichisdefinitelyapositive aspect.
More positive comments were alongthe linesof how well the diversity of footage keepsinpace withthe
video, andalsohow the anglesandshot movements are kepttothe standard of keepingthe viewers’
attentionatall times. Now ontosome of the negative andcritical commentsaboutmyfinal majorproject,
firstof Joe saidthat the slow motionclipswere quite laggyandthisI can agree withbecause thisisquite
clearwhen watchingthe video. Alsoanotherone whichIthink isquite relevantiswhenhe saidthatthe clip
of the car at the beginningdoesn’treally matchwiththe narrative andwhenlook atmy final majorproject
thisistrue and would definitely be somethingIwouldchange. He thensaidthatoverall the advertwasput
togetherreally wellandwell puttogether.
Thiscommentwasvery similartoIrina’s
because of how they didn’tmuchreally
know anythingaboutmediaterminology
but still hasgoodpointsandbad pointsin
whichI can talkabout and expandon. Like
twoof the othercomments they saidthey
really like the songandhow itgoesreally well withthe footage. Saraalsocommented onhow she likesthe
three differentperspectives of the productandhow it hasa goodrange. She alsoagreedwithEmily with
how the Nike blazers shoe wasn’tvery shownasmuchas the others. Like I mentioned abovethisis
definitelyathingI wouldlike tochange if I coulddo it again. Whenit comesto the storyline she explained
that she likeshow itshoesdifferentshoes indifferentshoes andthat‘they canbe wornhere, there and
everywhere’ andthisiswhatI washopingitto come out like because Iwanteditto show diversity because
Nike isa brandlike this. Overall she saidthatshe likedthe videothoughtitwasvery cute and itwantedher
to go and buyshoes andthisis the overall aimformy final majorproject.

5. Thiscommentwasvery much the same as
the others pickingupon the same points
which they all chose to talkabout. For
example the songchoice wasa very popular
opinion andeveryonecommented how
theylikeditandhow much it fitthe video
really well. Nextwasthe editing, Sarahliked
how I matchedthe beatsof the song to the
cuts and splitsof the videos andthiswas
mentioned quite afew timeswhichisreally
goodand a positive aspectof myvideoadvert. Nextwashow she likedhow justbefore the endingtwoof
the actors were filmedwalkingawayandshe alsolikes how they were capturedandbothruneachother
really well. She alsolikesthe clipwhere the skateboarderstompshisshoe whenhe landsatrick because it
blatantly advertises the product. Frommany positive commentsaboutthe clipsstartingafew seconds into
the song thiscommentdidn’treally like thiseffectonthe videoandthisshocked me a little because so
many people likedthe ideaof thisbeingatthe beginning. ButoverallSarahsaidshe really enjoyed
watchingthe advertand thoughtitwas very good.
Thisis the lastcommentthat was
made ontomy final majorproject
and like Ihave mentioned before
it haslotsof goodand bad points
and alsosome constructive
criticismaboutmyadvert
campaign. Firstof all like many
othersimilarcomments Shauna
likedhow they are three differentperspectives andshe thinksthisisavery cleverwayto advertise the
product. She alsosaidthat itgivesthe impression thatyoucanwearthe shoesinanysituation andnot just
sport andthisis whatI was alsolookingtodo when itcame to creatingmy product. Like mostof all the
people inthe focusgroupthey have all agreedonthat they really like the musicchoice andhow itblends
really well andmatchesupsome the musicandis onbeat. I think thisone is the mostpositive commentI
have gottenand thisisdefinitely apluswhenitcomestotalkingaboutfeedback. The only criticismthat
Shaunahas givenme isthat she would of likedtoof seenmore of the girl whogoesto townshoesbecause
they isn’tmany shotsof theminthe advert. Thisis a commentthat hascame up before andisdefinitely
somethingIwoulddoif couldimprove itfornexttime.
Now ontomy conclusion,if I wasto come back anddo thisprojectbrief againI wouldstill doitthe wayI
didit butonly change a few thingstoimprove mymistakes andnegativecriticismtomake mycurrent
project. Whenlookingatthisan thinkingwhatIcouldchange I would definitely look atmyfeedback a
change a few thingsfromwhatmyfocusgroup has said. For example amainpointwhichwasbroughtup
was the Nike blazers notbeingfilmed asmuchasthe othershoes andto me that is a majorset back
because thatwas one of the products and forthe audience tonotice thatit wasn’tvery goodhearingit
beingbroughtup. Alsoanothertiny thingthatI wouldlike tochange wasthe random car scene at the
beginningbecauseitreally hadnorelevance tothe video. Overall Iamreally happy withhow myfinal
majorprojectturnedout withfollowingmyschedules toapplyingmyproposal formandfromdoingall of
that itreally keptme on track to finish the advertontime andthismeaninggettingthe bestresultsformy
final majorproject.