This is one of my first attempts and experiments with video editing, I used a monologue about the Art of Selling, and it’s choppy and not very great, but thats to be expected. I think the message comes across. It was difficult to get the words to match up with the video, and getting the loudness of Alec Baldwin down as well, so thats something I can work on for the next experiment.

BEING RELEVANT !!!!!

The most important thing in creative industries, ESPECIALLY within advertising is to be relevant, you MUST know your references and know what makes your audience click. With social media becoming such a quick and vast resource, new content is popping up everyday. It is important in this climate for us to know our audience and really speak to them. What does everyone think about Lady Gaga’s performance at the Oscars, is she really in love with Bradley Cooper? What does his wife think? Another thing that’s on our minds is ‘yes Kourtney, Khloe is pissing us off today too’

Talk about women empowering other women, when Khloe’s boy Tristan cheated, she went to social media to RIP the girl he cheated on with apart. Not cool.

Here I am going to insert some of the most iconic moments in popular culture…let’s get educated.

A notable moment in pop culture history is Madonna getting off with NOT ONLY Britney, but XTINA aswell, and then of course, Justin Timberlake’s reaction.

Can’t forget vine. R.I.P

Known for his quirky and distinctive style, Wes Anderson has shown how having your own palette can transform the atmosphere of film and send the audience into a whole other world.

The colour palette he uses is very romantic and soft, this gives an automatic feel to his films which is unlike any other. He also plays about with symmetry in the majority of his shots, this takes the art direction of the film to a whole other level. The beauty and art of each scene is undeniable.

Another technique Wes Anderson applies is the repeated use of the same actors, he has a family of artists that he works with, for example Luke and Owen Wilson, Jason Shwartzman and Bill Murray.

Wes Anderson is a notable and interesting director to study, we must consider colour, art direction and casting when creating our advert.

Sound meters take out the consideration of the actual volume on the computer, and adding more audio adds to the sound meter. If it reaches zero dB, it will clip, and sound bad.

Make a dry monotone voice lifted and entertaining by adding audio tracks.

To bring down individual audio tracks so it doesn’t clip, go to the wrench, and it will show some audio settings, and the option to expand all tracks will allow you to see the volume and have access to bring the volume up or down depending on what you need to do. -20 on music is often the best choice, so you can hear what the audio of the dialogue is. You don’t want the backing track to fight with the dialogue, but the backing track is there to fill the dead air and give it a bit of flavour.

To make the backing audio up and down, you use the pen tool, to apply points to the audio to stretch it up and down. So the backing audio can be loud before the dialogue starts or after.

How the elements inside the frame are exhibited to the viewer. Its about what to show, and what not to show, and how to show it or how not to show it. It enhances the meaning of what you want to say. What can we say with composition? There are some compositional trends that we see in most films and video content, such as rule of thirds, the golden ratio, and the triangular composition, these are pleasing to the eye. Few films go against this formula, this also helps the director tell a story to the viewer.

http://www.elementsofcinema.com/cinematography/composition.html

People enjoy surrealism, and the abuse of popular characters and storylines in short clips are found everywhere on youtube and other internet content sites. This is a fun one. Enjoy.

By changing the narration of a scene you can make use of good footage and completely change the intention of the original. For example, the most ICONIC song from High School Musical 2, Bet on It. The intention of this scene was to be totally dramatic, and show a life changing moment of reflection for Troy, however, in changing the narration it becomes a whole new thing, you essentially are able to create a by-product of an original scene.

Advertising can often blur together into nothing, you need to make a moment for the audience to actually look up and think and watch. Viewers connote different sounds with different emotions, and what emotions the viewers feel impact if they remember the product or not. Which is at its core why we as advertisers need to be able to use sound to sell the products of the brand.

Coca-colas advert is light, and about togetherness in its lyricalness, with some acoustic guitar in the background and maracas, which underlines the brands core values which is family and coming together, which is also seen in their “share a coke with” campaign that they’ve done in recent years.

Alfred Hitchcock  paved the way for sound in film, a great example is the score to Psycho composed by Bernard Herrmann, it is seen as the epitome of suspense and terror. It is quick paced, and builds up and up to make the audience sit at the edge of their seat because they don’t know when the end will be and when the scare will happen.

“People take sound for granted, theyd miss it if it wasnt there”, the reproduction of sound in movies in post production is called Foley, an example is stepping on a bag of cornstarch creates the sound of footsteps in the snow, doing this makes a big difference in the price of actually filming the movie or video content. When sound is done well, it doesn’t stand out, it feels natural, so it is taken for granted. All sound in film is deliberately constructed for a specific effect, this helps the audience feel that they are in the content themselves.

Below is an example of how taking away the sound we naturally assume creates an uncomfortable feeling in the audience. There is no fan fare, all we hear is the steps and the coughs of the characters in the scene, it doesn’t feel as dramatic and triumphant as it should.

The use of music in films is used directly to influence our emotions and mood during certain scenes. However, there is a difference between a film’s ‘score’ and a film’s soundtrack. The score is linked directly to what is happening on screen and is chosen for the particular scene to evoke the right emotions out of an audience, whereas the soundtrack includes songs that were made independently from the movie. An example of this is Forest Gump, the film contains several songs that form the soundtrack, however, there are also scored songs in the movie that were made specifically for the film. By changing the music to a particular scene it can completely change the meaning, a scene that was intended to be scary can be made comical, simply with a change of music. A score is much more personal and allows the director to intricately and relevantly affect an audience’s perception of the scene. On the other hand, a soundtrack can evoke all sorts of emotions from the viewer, 500 Days of Summer, for example, uses the classic Hall & Oats song ‘You Make My Dreams Come True’ this song is truly effective in this scene, not only as it creates the right mood, but also because the audience will likely have other positive associations with the song.