The document describes a promotional video created for Sunderland College. It provides details on the client, target audience, and plans for the video. The team created storyboards, filmed footage on campus, and experimented with editing techniques. After receiving feedback, they refined the video to be less shaky and shorten certain shots. The final video highlights the route to the Arts Academy and media corridor to promote creative courses. While effective, the team reflects they could have included more interior shots of facilities to better promote the college experience.
2. The Client:
The client is Sunderland College. Sunderland College is a college with 3 campuses based in Sunderland. These
campuses have 16-19 provision and higher education students providing different subjects for students to learn
about as well as this, Bede campus caters to a wide range of vocational courses with specialist equipment
available in order for students to develop industry standard skills as well as an understanding of industry
expectations.
Target Audience:
The target audience of this campaign is 16-19 year olds who are wanting to study a subject at the college. The
psychographics of this campaign are Aspirers which are typically younger people as there is usually emphasis on
the type of media. The other type of psychographic group for this campaign is Explorers which are usually again
younger people specifically students which seek discovery. The social grade for this campaign is E & D.
How it Appeals:
Our campaign appeals to the audience via showing off the route to the arts academy, this
acts as a sort of invitation to the academy and shows off the media corridor to show it as the
focal point of the video. By doing this, it makes people, who otherwise wouldn’t, consider
doing media or another creative course.
3. What are we doing?
Making a promotional videos for the college to show off the campus and architecture to prompt potential students
to apply, we want to highlight the student experience but also dramatise it and make it cinematic and visually
intriguing.
Our plan:
The plan is to show off the architecture of Sunderland college, whilst also showing a vague guideline of how to
access the vpa for creative courses, highlighting media in particular. This is to attempt to influence people to
choose media. By dramatizing the college it makes it more engaging as people want to explore.
Our research:
We looked at other promotional videos revolving around the college, both official and student
made, we discovered that the way people present the college to entice people is mostly down
to preference and what they want people to take from the college, for example a lot of people
choose to present it as fun and use comedy to retain viewer attention. Because of this, we
chose to pursue a route that both showed off the architecture and put focus on the Arts
Academy to draw attention to vocational creative courses.
4. Initial idea:
The first shot will be a walking shot through the college
gates, following to show Lewis walking into reception then
pan up to show the Bede building. The next shot should
cut to walking across the courtyard, panning across
following Lewis to show off the Bede and Chester
buildings. Then he’ll be walking into the Arts Academy,
with the sign on display, cutting to walking down the
corridor towards the media sign, taking his hood down at
the beginning of the shot. It will then have a fade in of the
logo lasting around 2-3 seconds.
5. Draft Process/Design:
To make the initial draft, I used flipaclip to make a 7 fps animation, to do this I vaguely sketched out how
each shot should look and then expanded by adding frames in between. This was then changed when we
had more of a concrete plan, I remade it in 5 fps with the scenes we had settled on to make it further reflect
how the final edit should look and the approximate perspective of each shot. We then took photos of the
areas in which we would be filming.
Initial storyboard
6. Visual
storyboard
We went around the campus and
collected images of the places we’d be
filming for the video so we could have a
more concrete visualisation of what the
final product would look like.
7. Audience Feedback
In this question for the user, it has Lewis
walking across the courtyard. This
respondent responded to the question
saying that the walking is too long. I
reflected on this and made it much
shorter by editing it in Premiere Pro.
In this question for the user, it has Lewis
walking up to the main entrance and then
panning up to see the building. This
respondent responded to the question saying
that the camera is shaky. I reflected on this by
reshooting the shot and using a tripod to
make it less shaky.
8. RAW footage evaluation (Positives and negatives)
We thought the angle for
this shot was really good
however it was a bit long so
we cut it down and made it
shorter.
We did not use this shot in
the final product because it
was too short and it did not
show that much. It was also
a bit shaky and would not
be great for the audience.
We used this shot
compared to the other shot
because it was more
organized and we liked the
pan up to the building. We
did however shorten this
clip as well.
9. RAW footage evaluation (Positives and negatives)(Slide 2)
We did not use this clip
at all in the final product
because it was too
shaky and the camera
was not still and
focused on Lewis. We
didn’t use a tripod to
support the camera
properly and as a result
the shot looked
unprofessional.
We used this clip
instead of the other
clip of Lewis
walking across the
courtyard because
it was a lot more
steady and focused.
However, we felt
the walk was too
long so we
shortened it down
with a transition.
We used this clip in
our final product but
however we found
one problem which
was right at the
start, a staff
member was in the
shot so I trimmed
the video to only
show Lewis walking
into the entrance.
We used this clip
because it was a
good shot even if it
was a bit tilted. This
shot was good
because it was steady
and the way he
entered into the frame
was.
10. Experimenting with editing our video
I experimented with some different transitions to find out which ones work, dont use things like the
star transition because it looks unprofessional and cheesy, even if going for a cheesy look it need to
be done in a way that professional.
I made sure that the music wasn't fading out til the end so it was all in time. The audio was chosen
because it was royalty free and the mood fit. It did the dramatic feeling that we were going for when
showing off the vocational courses and the architecture of the college and the structure of the
specified buildings for vocations.
We decided against using any text aside form the logo because we didn't want to overpower it with
too much information and wanted it to be a simple video showing the journey through the college.
In our shot where Lewis is walking towards the Arts Academy, there was a staff member that was in
the shot. We did not want this so I trimmed the video and made the shot a lot shorter and only
showing Lewis walking towards the entrance of the Arts Academy building.
Another issue was when Lewis was walking across the courtyard. This was too long so we trimmed
it with a transition where the transition quickly cut to the end of the walk. This made the video a lot
shorter so we could add more content into the video.
12. How is our final product appropriate for the audience and the client?
I think our final final product is appropriate for the audience and the client because it shows Lewis going around
bede college and it shows a bit of the college for the audience and the client. The video acts as an invitation to
the media and other vocational courses as it follows Lewis walking around Bede campus towards the arts
academy highlighting the route for possible attendees as well as this, the focus on the media corridor is
purposeful to entice potential students into applying for the media course as well as showing off the artwork
along the corridor in passing.
This video panders towards the psychographics of explorers as it follows Lewis’s journey through the college
and shows off the surrounding areas without giving away a lot of the interior or other course areas. This will be
appealing to those with a strong sense of curiosity and discovery will encourage them to come to the college to
find out about the courses and campuses for themselves. This also presents the opportunity for potential
students to have a look around the college without going to find out if they have an interest in the campus and
the general overview of the campus and facilities at the college without overloading them with text overlays and
information and allowing the element of mystery and drama to draw them in.
13. Final Audience Feedback
Following the final product of our video, we
got some audience feedback.
This response tells me that the
editing is a bit dull and it is not very
informative. To change this, we
have to make better transitions and
fades for the editing and include
more shots that include more
content of the college.
This response tells me that the
sequence from the editing is too
slow. To improve on this, I could of
shortened it down and make it a
shorter video or record more shots
showing more content.
14. Reflecting on our final product
I think our final product went pretty well because we had ideas on the board and we progressed these ideas and
made them into a reality. I think the final product also went well because the editing went well and the whole
video is smooth even with the transitions. On the other hand, I think we could improve on the content we put on
the video. We should of put more clips of the college (e.g. gym, the den) to promote it more instead of showing
the surrounding areas; this would be more appealing for the audience and client as it will show more of the
college. I think we could of also improved by adding a few more effects onto the final product to make it look a bit
more slick for the audience.
We have learnt by making this product that we need to make sure the camera is steady by using different
equipment (e.g. tripod) and keeping the camera in the position on a tripod as opposed to using the camera
handheld; this would help the shot to be more steady and more professional. On Premiere Pro, we adapted to the
software pretty well and have learnt a lot of things when using the software including transitions, adding the music
and media and rendering and exporting the video into a video file.
