Promotional Video: Task 2


Promotional Video – Chevrolet

Assessment Task 3 – (Criteria 2.1, 2.2 3.1 & 3.2)

Produce a promotional video.

For this task, our class was put into small groups of 2-4 people and informed on an annual competition that Chevrolet run. The competition required us to plan, shoot and edit a promotional video for Chevrolet, incorporating certain aspects that can be read in the Handbook.

This year the competition was about football, probably due to the new contract Chevrolet had recently signed a sponsorship deal with Manchester United. Nonetheless, the video contest was to create a video piece, lasting no longer than 90 seconds, which explained the basic rules of football to those who didn’t follow or play the sport.

We were told the video should be entertaining, upbeat and should have the ability to turn people who aren’t interested in football in to fans in some respect.

Rules:

• The creative concept should be visual/musical in nature in
order to be suitable for use in multiple languages.
• Due to copyright issues, clips from advertising or movies
that were not created in-house should not be used.
• Original music should be used; otherwise, permission from
the composer must be obtained in writing and submitted
with the project.
• All videos should feature a short “powered by Young Creative
Chevrolet” sequence at the end which can be downloaded
from the YCC website.
• Images of an inappropriate nature that could be harmful to
the Chevrolet brand will not be accepted; Chevrolet Europe
reserves the right to disqualify any film deemed inappropriate.
• The following may not be shown or represented: illegal or
criminal activity; dangerous behaviour, including reckless
driving, or the encouragement of dangerous; political,
religious or sexual themes.

Initially I was in a small group consisting of 2 other members, however due to differences and getting little work done I chose to move groups to work with Jordan and Richard. I helped out with the filming of their video and offered support whenever I could. This video production went well and the finished project was well received. However, I then decided to help Frankie with his animation video as this was an area I had never been involved with before and it would be good practice. The major downside to switching groups like this was the lack of time we were left with to complete a video which, at this stage, wasn’t even planned.

So Frankie and I proceeded to plan and set up our video. By this time, the submission deadline was only 5 days away so our task was to create, shoot and edit our video in a week. Although sounding daunting, having less time actually acted as an incentive to work as hard as we both could and I think we both did very well to finish a video we were both pleased with before the deadline.

 

Our idea was to use Play-Doh to create a ‘claymation’ style video in which two characters evolved in to the sport of football. With one of the characters being sad, the other character tries to cheer him up by turning into different shapes and sizes but with no success, until he changes into a ball, which then leads on to both the characters turning into 11 players. A football pitch appears and both now teams prepare for kick off. When we got started with the planning of the video, the ideas started to flow naturally and between us, we came up with an idea we were both happy with.

Our Plan: Using animation for our video suited our limited time as it meant we did not have to find actors or book multiple locations. The only location we would need is C20. Most of the equipment we would need would already be in that room so logistically it made sense to try and film in there. It also had an ample power supply that could support our power needs. C20 is also windowless so we could easily control our lighting and keep it consistent over the two days we planned to shoot regardless of weather conditions. Equipment list:

For our shoot we would need: Canon 550D, DragonFrame Software, Macbook, Tripod, Glide Track, 2x Flo Lights, Greenscreen, Play-Doh. The only thing we would have to buy is the Play-Doh which came to a little over £5 which was well within our almost non-existent budget.

Because dialogue was not allowed in our video, we decided to record the audio after our shoot. To avoid actual dialogue and to keep in line with the rules of the competition, we wanted our play-doh characters to mumble gibberish so we could get across the tone and emotions of the characters without using language, hence there being no need for a script. We wanted our video to seem like one long, continuous shot and the software we used enabled us to do this easily because each frame is an individual photo, enabling us to make small subtle changes after each photo that would eventually create a smooth and fluid motion when we edited all the clips together.

To shoot our video we used a program called Dragonframe, a Mac and my Canon 550d for the animation. The software we used basically took a photograph each time you pressed a keypad. After each photograph we would slightly alter or move the characters and surroundings to create smooth, natural looking movements. The process took a long time but it was worth it, eventually. Pictured below is the set-up we used. The photo shows the Mac with the DragonFrame Keypad which was all connected to the camera. We also used a small glide track balanced on two boxes to control the cameras side to side movement; this gave us plenty of control to move the camera from side to side without affecting the height of it. We had to be sure the camera would not move up or down because this would cause a problem when trying to align the Play Doh with previous frames.

Dragonframe – Pictured above is a screenshot taken from DragonFrame. I really enjoyed using this software and look forward to using again in the future. It was simple to use and gave us the result we were hoping for.

During the filming process, we did face a few problems. We had to start again twice. The heat from the flow lights dried out the Play-Doh very quickly, making it hard to mould in to the shapes we wanted. The Play-Doh would also fall over from time to time, making it extremely difficult to put back in exactly the same place. Even a few millimetres off the previous frame made it very noticeable when we watched it back. However after a hectic week we finished the video to a level we were both pleased with. The finished video had to be submitted on two DVD’s, one was for viewing and one was for sharing. The viewing file had to have an aspect ratio of 768×432 (16:9) and no larger than 60Mb and the sharing file was 320×179 and no larger than 80Mb.

 

 

 

Assessment Task 4 – (Criteria 4.1 & 4.2)

Evaluation of Chevrolet Promo Video

On Monday 29th April, after everybody had finished their videos, ourselves and the BSC students did a critical analysis of everybody’s videos in the film studio. This was to get essential feedback for our videos and to see where they could be improved or adapted. Feedback forms were given out to everybody. Assigned randomly, the forms contained a few different questions on different videos, this was to give a wide opinion and get a fair representation of people’s views on each video. All the feedback was anonymous. Some of the feedback we received can be seen below:

‘Sound effects were good, could have been improved with more time.’

‘The video was funny, universal and hit the brief well.’

‘I liked the sounds of the characters. It could have shown more of the football match.’

‘Fantastic stop motion and could have been improved with more time.’

Overall I was very pleased with the video. Given more time I think we could have made the movements of the Play-Doh more fluid and life like. I would have also liked to experiment with some more effects but as this was our first attempt at a ‘claymation’ film I was very proud of the work we accomplished in a relatively small amount of time.