1. Advert Evaluation
I finished my advert in premiere pro approximately 3 weeks after shooting finished. This
relatively short amount of time was due to constraints within the college calendar and my
lack of preparation during the pre-production phase. I should have commenced shooting
the advert much earlier as I should have more accurately foreseen how long it would take.
The advert is primarily stop-motion and was painstakingly long while shooting, as I took
many pictures to make the movement of the chocolate bar as smooth as possible. However,
I began to rush my advert due to time, which led to mistakes and subsequent reshoots.
I believe that my advert was very good however and I thought I used creativity and flair in
the pre-production and production phases. The shooting, while difficult and very long, was
fun and I enjoyed the creative parts. I shot so much footage that a large amount of it had to
be cut. This was because when filming, I thought I would have time to fit it all into the 30
second slot, with editing. I eventually left out some key components from the script and
storyboard but, overall the narrative remains the same and there was no essential need for
them to be used.
The creative parts of my video included the ‘I Need a Hero’ scene and the dinosaur scene. I
wanted the former because it added a sense that the KitKat was the hero of the
advert/story and was on his way to save the teenager from exhaustion. The song is meant to
be being played from the radio in the background, though I couldn’t find an effect to make it
appear like that. The dinosaur scene was to make it seem like the chocolate bar had a tough
journey and replaced toy soldiers during production as that was when I first thought of the
idea. I originally had placed a roar effect when the dinosaur first appeared, though I
removed this as it changed the pace of the other music which featured in the advert.
The stop motion resulted in my advert having slight inconsistencies which were picked up
upon in my peer feedback. A couple of the comments mentioned the lighting, which I think
refers to a couple of scenes within the video. Firstly, at the start as I walk through the door,
it is very dark due to under exposure. Next, when the KitKat is gliding across the kitchen
counter, the lighting seems to be flickering and changing. This was because the window was
slightly in frame and so the over exposure led to inconsistencies in the camera’s image
taking. Another comment mentioned the music and how they thought it didn’t fit. However,
I thought that it worked rather well but, maybe I should have edited it to fit the pace and
events in the video more.
Overall, I thought my advert was very good and met the purpose of the assignment brief. I
thought it was creative and clearly advertised the product. If I undertook this task again I
would manage my time better and attempt to correct the lighting more during production.