3. Clips I didn’t use and why:
I didn't use this clip
because the content
wasn’t suitable for the
video as this was
supposed to be the model
sad and she was laughing.
Due to automatic settings
this clip came out blurry, so
it wasn’t useable.
I couldn't use this clip as
the camerawork wasn’t
amazing and was a bit too
shaky, I had tried to fix it
with the stabilizer but to
no avail.
I didn't use this video
purely because I just didn’t
need to, I had gotten all of
the footage I needed from
the other clips of the boys
playing football.
I would have used this clip
however I had been
knocked during the clip so
during the middle of the
scene the camera was too
shaky and caused the
footage to be unusable.
4. Final Thoughts:
I feel like during the process of making my own print advertisements for mind that my initial
research into the codes and conventions of television advertisements helped me a lot as I had
the key codes and conventions in the back of my mind when recording videos and editing the
images so I could make sure I was following/challenging different codes and conventions
through my work. I feel that the fact I had practiced/experimented using the software/hardware
before the production process had helped me quite a lot seeing as It saved me a lot of time when
It came to starting the post-production process. Something else that had helped me was the fact
I had a script and storyboard to look at which made the recording process (both the videoing and
the voiceover recording). The feedback I had received from my peers helped me as well when it
came to post-production seeing as the feedback, I had gotten had told me that I didn’t need to
change anything/go back and edit anything that could have possibly needed correcting. Despite
the fact I hadn't actually needed to change anything drastically, I took the feedback I had gotten
from my peers and changed the lighting in some of the scenes so that there was a large
differences between the happy scenes and unhappy scenes.
5. Final Thoughts:
I feel like during this process I had improved a few things such as my time management skills. I had originally thought
I would be unable to complete the product in time for the deadline however I had planned my time well towards the
end of the project and was able to get the production and post-production process finished before the deadline.
During the production process I had faced quite a lot of setbacks due to the actress I had been using not being in
when I had needed her to be in, however I had responded to these by planning ahead and talking to actress Jennifer
Finnigan to make sure she would be for a certain day to make sure recording was done so I had enough time to do
the editing without having to rush to do it before the deadline. I feel that my video is suitable for the original brief we
had gotten seeing as it is an advert that raises awareness on stress whilst also commenting on the fact that smiling
has been scientifically proven to improve your mood as well as the mood of those around you etc. My video is also
very similar to what I had originally planned for it to be during the pre-production process. If I were able to change
anything about how I went about this project I think I would have out more effort into making sure my time had been
planned from the beginning of the project so I wouldn’t have had to rush just before production. Another thing I
would have changed, if possible, would have been the fact we were in lockdown which made it hard to choose a
suitable setting for my video, ending up having to record everything on campus due to the restrictions that were in
place when we had been recording my footage.
6. Analysis of Video:
The advert opens with the camera panning up to focus on Jennifer Finnigan who looks visibly stressed sitting looking
at a computer in what we assume is a classroom. The pan was done with what we assume is a tripod due to the fact
the movements are smooth instead of jaggered as they would have been had the camera been handheld during
this. The opening scene is a medium shot as we can only see above the hips of the actress's body which means that
the opening shot was also shot at a shoulder level angle. Most of the different video clips in this advert have been
filmed so they're single shots being filmed in deep focus (As the models and the backgrounds are both in clear detail
usually), only Jennifer usually being in the shot. Between each of the shots at the beginning of the advert there are
harsh transition however when we see the model looking happier the transitions begin to get softer which was done
intentionally to exaggerate the differences between how the model was feeling throughout the advert. The second
scene is shot the same as the first however instead of panning up the camera pans down to focus on the model,
who continues to look stressed however now she is actually doing work (we assume) on the computer instead of
just looking at it. The lighting also looks fairly dimmer at the beginning of the advert compared to the end where the
lighting not only looks brihgter however it had a warmer tone to it. In the next scene we see Jennifer doing what we
assume is arguing with someone on the phone and towards the end of the scene we see that Jennifer gets up and
leaves the room, which is when we get out first soft transition where we see a group of people football at goals on
campus.
7. Analysis of Video:
The shot of people is a full shot seeing as we can see the entirety of someone's body in the shot, it never being more
than a triple shot as there are four people in the scene however there are never more than three in frame at once
except during the transition. The ad then transitions to a full shot of Jennifer Finnigan sitting in a stairwell reading a
book. The lighting is fairly light and warm and compared to all of the other clips so far, we can see that this shot had
been done with a handheld camera as there is some slight movement during the scene. The following scene has also
obviously been recorded with a handheld camera however it almost acts as a POV as we are seeing Jennifer from
what would be someone's eye level and its almost as if Jennifer is talking into the camera. Her body language and
facials expressions in these scene suggest she is happy as she looks fairly relaxed in both the way she is sitting as
well as the way she is so calmly talking. In the next scene we see Jennifer sitting next to a window, smiling to
herself and from here the camera pans away from her and the screen fades to black and from there, the mind logo
fades in atop the background. In the background of the advert there is some soft music playing that fits in with the
content of the video and due to the fact, it isn't too upbeat it doesn’t take attention away from the content of the
advert or the voiceover playing atop the music following along with the video. There is a voiceover going along
with the video which comments on how stress is an issue within everyone's day to day life and lists different things
that cause stress in people's lives. It then foes on to comment on what could help reduce the stress in people's life,
then going on to mention something important that was mentioned in my previous research which is that smiling
has been scientifically proven to help improve your mood as well as the mood of those who see you smile.
The voiceover finished by saying "The Smile Campaign, from Mind" which helps the audience with understanding
what the advert was for. The video ends with the mind logo fading out as well as the audio slowly fading to a stop
alongside the logo.
