The first legal constraint I had to consider when getting all of my materials together for production was the Ofcom regulations, because my advert will be shown at a time when children could be watching I have to make sure there is no violent or misleading content. I already planned the animations so that they were child friendly but to ensure this I made sure all of the characters in the animations weren't scary or threatening to a child therefore I made sure they had happy facial expressions in production.
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I also had to think about misrepresentation and accuracy when producing production materials, the festival has to be advertised accurately and the advert can not misrepresent the festival in anyway. To make sure I didn't breach this I made a title screen that I will add in post production that tells the audience the accurate dates of the festival and what to expect, all this information I got from the client brief therefore it is accurate and I'm not misrepresenting the festival in anyway as I'm telling the audience the relevant correct information.
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I had to think about ethical issues when producing my production materials, for example I had to think about being diverse in my character creation process as the advert has to show different ethnic minorities to be fair and equal and also to show that the festival is welcoming to anyone. I made sure that I had characters of different races in my adverts and also had different ages and genders to show that the festival caters for everyone. In each advert I will have different characters of different ages, genders and race so that it shows diversity, I will also have different types of music that expresses that the festival is multi-cultural and will offer a range of different music types etc.
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Lastly, I had to think about copyright free music and sound effects as I did not want to use copyright music and breach the copyright laws as my adverts would not be able to be released. Therefore I made sure all of the music I had collected for the purpose of my adverts were copyright free so that I didn't need to worry about breaching this law. Using copyright free and royalty free music also means that I don't have to pay license or royalty fees for each use of song.
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The advert starts with a guy sitting on a bench in a park, he then falls asleep but gets awakened by the festival that is taking place so he starts dancing to the music that's being played. In terms of audio, I used a summer sound ambiance effect to set the scene of summer, the client brief states that the festival takes place in July therefore the scene had to be set in the summer. I also used snoring sound effects to further reiterate the fact the guy is asleep and then gets awakened, I used this to create effect and grab the audiences attention I liked the idea of the advert starting off neutral and then progressively starts making sense. In terms of music I used a copyright free 80's retro disco song, because this is 80s music people of an older age who may have kids will be drawn into this first which will then engaged them for the rest of the advert and encourage them to go with their kids.
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The original storyboard for this part of the advert shows that there is one shot of the guy sitting on the bench however during production I decided to use multi-cam, I used two different camera shots one of which was a close up and one was a long shot where the audience could see the characters full body. I changed between the two shots by using camera movement, at 0:03 the camera zooms into a close up shot. I did not address this on the storyboard as it was something I came up with during production as I felt like it further enhanced the part of the advert and created more meaning as it focused on the guys reaction to being woken up. I kept to the storyboard with the audio qualities as it is apparent that I use snoring sound effects, summer day ambiance sound effects and music in this section of the advert. The visuals are to plan with the storyboard too as the content of what is going on in the video is in line with the description in the storyboard. |
In terms of content planning during early stages of idea and thought processes I planned to use summer environments where a festival would ordinarily be such as a green space or a park. I made sure I stuck to this during production as setting the scene is vital for helping the audience understand what is going on within in the advert, my environment concepts stayed the same throughout pre-production planning to production. I used a park environment and used a summer ambiance sound effect to emphasis the summer feel which really helped set the scene for my advert.
In terms of character concepts I planned to make my characters of different ethnic races and different stereotypes to show that everyone is welcome to the festival of Soundlines and to encourage a multi-cultural feel. I also made sure my characters were wearing bright and fun clothes to express the festival feel. the character is also very human like as he dances etc which is the aim I was hoping for in my planning. |
Advert 2:
Advert 2 starts off with a guitarist performing, subtitles come up on screen to tell the audience what will be going on at the festival and then the advert uses a dissolve transition to a shot of a drummer. The audio tracks included in this part of the advert were festival ambiance sound effects, copyright free funk music and a copyright free drum beat, they were included to fit in with the action of the characters but also inform the audience about what type of music the festival has to offer. The visuals in this advert were included as they showed musicians playing the instruments which adds to the whole festival feel as live music is what takes place at a festival.
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In reference to the original concept storyboard I followed the storyboard to a certain extent however I added in various camera shots to enhance meaning in the adverts. The first part of the snippet of advert starts with a mid-shot of the character playing guitar, it then changes to a close up on the guitar itself - I did not cover this in the storyboard but overall the visual and audio qualities shown in the storyboard are in line with the actual finished product aside from camera shots. In shot 2 when the drummer appears the content is in line with the original storyboard minus another camera shot, I used a close up shot of the drums and then a long shot of the drummer as I felt like this enhanced the meaning behind live music and shows the audience that is what to expect at the festival. I followed the storyboard with the subtitles informing the audience about what to expect at the festival and I also followed the storyboard in terms of the editing and duration's of each shot. |
In terms of character and environment concepts I kept in line with the concept material ideas, for the environment I used another green space however I had a night time theme to this advert as it shows the festival goes on into the night, I covered the different environments in my pre production materials and showed the night time setting therefore I have kept the creation process in line with the pre production material for the environment concepts. In this snippet we only two characters, the guitarist and the drummer the guitarist is clearly a man and the drummer is a boy which shows a variety in different ages. The characters are animated in a human like way e.g. they are playing the drums etc which also meets my pre-production ideas for the animation quality. |
Advert 3:
Advert 3 starts off with 4 people dancing to country music, information comes up on screen to inform the audience as to what to expect when at the festival, the shot then fades into another shot of 4 people dancing to pop music and information comes on screen. The audio tracks included in this snippet are first off a copyright free country song, this shows that the festival play different types of music genres and also tells the audience that it is multi-cultural. It also includes pop music to fit in with the action of the characters dancing, this is in line with the original content plan on my storyboard for this advert. The visuals show people dancing and having fun as well as information coming up on screen for the audience. The shots of people dancing were included to create a fun filled atmosphere and to encourage people to go to the Soundlines festival. |
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In reference to the original storyboard I followed the storyboard in terms of content, audio and visual effects. However I added in multiple camera cuts to enhance the advert, I didn't cover these in the original concept material as the camera cuts were something I decided to do during production to enhance the adverts overall look and also focus more on key parts of the animation e.g. close ups of the dancing as it emphasises the feeling of fun and people enjoying themselves. I followed the audio qualities planned in the pre-production materials as it is evident that I use country and pop music within this shot. |
The environment and character concepts are in line with the original concept documentation, it is clear that the characters within this advert are diverse and are doing different dances that suggests the festival is multi-cultural as it doesn't just focus on one type of music genre that is common in the UK. The environment is very festival like as it is set in a green space and there is a clear sky to show that the festival is in the summer. My original concepts for the characters were to be diverse and to do human like things so that the audience can relate to them, my environment concepts were that the setting had to be like where the festival will actually take place which justifies the idea of a green space. |