6th Artefact

My final Artefact is now underway and after extensive research and planning throughout the week, I have finally come up with a complete design for my artefact.
I have decided to produce an Advert for the brand; Lamborghini.

I decided to use a specific brand rather than a product as it would allow me more freedom to create the advert. I planned on creating a lengthened advert which would last no longer than 2 minutes.

The advert is being created as a promotional video that would be shortened after being shown on television several times.
I have put into practise all the techniques that my research project have taught me, and used aspects from my previous artefacts to create what I believe to be a successful advert.

Once the advert has been created, I will display it to a set audience and provide them with a questionaire that will display my knowledge and understanding of what makes a successful television commercial.

I began the planning of the advert by looking over the results from my previous artefacts and highlighting the the key aspects that my audience(s) identified as effective advertising techniques.

The criteria for the advert would be :
- A cutting style that would suit the brand/product
- An advert that would maintain the brands reputation
- The inclussion of a celebrity

As I have decided to produce an advert for Lamborghini, I feel it is important that create the advert using tecniques that I have found apparent with car adverts. However, I have taken into consideration that the majority of car adverts I have seen are for family cars and hatchbacks etc. and the Lamborghini brand is a world wide highly respected sports car brand, that are financialy out of reach to the majority of society.
I am ensuring that my advert will maintain this image that Lamborghini has, but also provide the audience with an entertaining advert.

I began by looking at adverts that Lamborghini have already created and found them all to be of a similar design. This design is obviously used to boost the attraction of the product, as it is advertised in a way which makes it seem more exclusive.

http://www.youtube.com/watch?v=RflHJGiN5Pk


I wanted to carry on this design, but also wanted to "bring it down to earth" slightly and see if i could get a positive set of results from the audience.
Something I did notice from looking over the adverts was that I was unable to find any television adverts dating back to prior to the production of the Lamborghini Gallardo in early 2000's.

This is something I felt I could incorperate into my advert and reflect on the history of brand.
This then reminded me of an advert I had previously seen by Honda, called The Impossible Dream. Where it shows various methods of transport changing with the shot transitions.

http://www.youtube.com/watch?v=6N7e6y3DjdA

This advert is the inspiration behind my design as I felt it would be effective to include videos of the development of Lamborghinis. I would do this by having shots of their most iconic cars which would change and become more recent as the shots change.

I also wanted to include celebrity figures into the advert, to carry on the exclusive image that the brand carrys.
I felt i could incorperate a celebrity into each scene by gathering videos of scenes from films in which a celebrity would be driving a car filmed around the same time of the production of the lamborghini that was featured in the shot.

After researching the history of the lamborghini, I began planning the layout for the video:

- First shot:
Footage taken from Latest Lamborghini Advert of scoulded earth

- Fade in stills of feruccio lamborghini (founder) and first production model (lamborghini tractor)

- Footage of first production car Lamborghini 350GTV


- Cut to Steve McQueen featured in "Bullit" car chase scene

- Cut to Lamborghini Miura - One of the most iconic sports cars in history.


- Cue to Lamborghini Countach - 1985

Featuring William L Petersen ( to live & die in LA)


- Cut to lamborghini Diablo ( the worlds fastest road legal supercar at the time)


Fade in imagery


Fade out music


---------------------------------------

Fade in videos on Lamborghini Gallardo

Cut to footage of Christian bale / Batman

Cue Rage against the machine - wake up

Artefact 6

For my sixth Aretfact I am looking to produce an advert that contains all the effective aspects of tv advertising that I have learned throughout the duration of my client project.

Aspects I am looking to include in order to produce my own successful advert:

- Celebrity Figure
- Fitting Music
- Suitible product for style of advert
- Catch Line

I plan on producing this advert by collecting videos/adverts that have already been made for a product. I feel this will be easier if i create an advert for a brand, rather than a product.
Over the course of the next few days, I will draw up a story board and begin collecting the relavent videos that I will be able to use in my advert.

My initial idea for the advert is to use a car brand. As I believe this will allow me to create a fast paced exciting advert that will keep the audience drawn in. I am also aiming to include a celebrity, which I am aiming to use for comical value.
I will also use several slow cuts in order to display the Features and Benefits of the product.

After I have displayed the advert to the audience, I will issue each member with a questionaire which will indicate to me, how successful the advert was in terms of selling the product.

Artefact 5

I've began planning out my penultimate Artefact. As i'm coming to the end of this project, I feel I need to begin looking into timing.

My previous Artefact gave me an insight into how products are advertised. By viewing television commercials over a 10 day period, I was able to see which techniques are used with what type of product/advert. I now have an understanding of how companies market their products, and what techniques are implemented with what product.

I've began thinking about what to do for my next Artefact. I feel I need to look into timing, to get an idea of how effective tv adverts actually are.

The idea I have for Artefact 5 is :

1.
Produce a list of adverts containing various cuts.
Sperate adverts into 5 groups, i.e. Matched Cuts, Slow Cuts, Quick Cuts etc.
gather an audience of 20 people (seperately).
Display Individually to each audience member and identify how long it takes for audience to identify product.

I believe by doing this it will further my understanding of the effectiveness of different types of cuts within television advertising as I will have produced a set of results that display how long a set audience take to identify a product in adverts edited using 5 different techniques.

I have recently come across a quote which has further supported my claims and artefacts that state that to create an effective advert, it needs to draw in the audience. Leo Burnett, creator of the "jolly green giant" campaign, and named by Times magazine as one of the most influential figures of the 20th century states:
"I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."

DVD cover designs

Final Product

After some panic, we have finally got it finished.
Due to me having Premier cs4, we couldnt export the file to an AVI file, due to some conflict with the old version of cs3 i had.

after researching online we finally managed to resolve the issue by deleating some hidden files from cs3.

then when we tried to burn the documentary using adobe encore, which had problems with the codex.

then eventually the day before the deadline we got it all finished off, aswell as printing off the dvd cover and case.

enjoy!

http://www.youtube.com/watch?v=9S33JNN8Jr4

http://www.youtube.com/watch?v=WpAOPza4q-8&feature=related

http://www.youtube.com/watch?v=JDCvrWe6Hfo&feature=related

27th February - Final filming

Today we had our final filming date, and i rekon it actually went better than any of the others.
we got some great footage of the band recoding the album, as well as some really good "chit chat" with the band giving us some good stuff to work with, aspirations etc.

we also met the bands producer jez larder, who has actually worked with some really big artists. he also has some big aspirations for the bands.

one down side however was the constant humming outside from big extractor fans which we noticed when looking over the footage. its a shame because we didnt hear anything when we were filming.

http://www.skylinestudios.co.uk/

13th Febuary - Filming at Recording Studio in Putney

Today we filmed in the Recording studio in Putney. It went well, although there were some problems inside the studio regarding lighting.
As to be expected, the studio was very dim but we made best of what we had and managed to fill the room with sufficient lighting.

We also went for a walk with the band around Putney, (their local area) and got some great footage and answers with the band. luckily enough the sun was out which helped with the outcome.

it did however come at a cost, and due to us having two sets of cameras, stands etc. we had to rent out a car, at a cost of 200 pounds between us including petrol.
lets hope it will all be worth it!

January 16th - Filming @ The Half Moon, Putney

Today we had our first filming date with The Morning Side. They were playing a gig at their local venue, the famous Half Moon Pub in Putney, which has seen many famous acts over the years and recently came close to closure.

We collected some good footage from the night, including back stage footage which will prove to be very useful for the final product.

22nd December 2009 - Meet client to discuss dates

Had a meeting with the client today to discuss filming dates. We had previously agreed on filming at three seperate locations :

1 - Live performance

2 - Rehersal studio & local area

3 - Recording studio where the band will be recording their debut album

Here is a project schedule we have drawn up to ensure we have enough time to complete the project

Agreed Client Project - 23rd November - 26th November

After sitting down with our client and planning out our project.
Myself and Rosie drew up story boards and a time schedule for filming dates. Once we had completed the story boards we then sent them to the band to look over ensure they were happy with the portrayed outlook of the video.

21st November - Draw up designs for project with band

ON the 21st November, myself and Rosie met up with the lead singer Daryl Van Horn who was speaking on behalf of the band and giving us his input into how he would like the final product to be.
He outlined the criteria of what the band wanted from the project:

· A documentary covering a brief history of the band, where we at now, charting the album recording process and thereafter. Including live footage, studio diary footage, interviews, stills and music, accompanied by a music video.



· Opening scenes: live footage/stills montage accompanied by our music and narrative explaining a brief history of the band, with interviews interspersed.



Eg: “The Morning Side were formed in 2007, in a rehearsal space under the arches of a south London Tube station”. (location shot of Putney Bridge station and our rehearsal space)



“Founder member and lead vocalist, Daryl van Horn had overseen numerous line-up changes over the space of two years, but finally got lucky when he placed an ad on an classifieds website for musicians”

(quick interview footage of me explaining how hard it is to find kindred spirits – blah, blah. Followed by interview footage of each member explaining how they saw the ad, what appealed etc.)



“Inspired by an eclectic mix of British and American Indie bands, 80’s electro-pop-rock and Dance music, The Morning Side took several months to perfect their sound. In a market that is fierce, due to the influence of the internet and the recent boom of DIY music culture, their synth-heavy commercial-rock seemed to strike a chord with live audiences, who enjoy big sounds and catchy choruses.” (stills/clips etc. Followed by more interview footage of band members discussing influences – how the sound came together)



“It wasn’t long before people in the music industry discovered London’s best kept secret, when in Summer 2008 the band recorded their first 3-track demo at Skyline studios in Epsom”.



(Quick interview with Jez Larder, who runs Skyline and is engineering our album – when he heard our stuff he passed it on to Neil Reed, who runs our label – quick interview with Neil, what interested him in the band).



“At the end of 2008, new Independent label ‘Shameless’ proposed a deal to record the Morning Side’s debut album”





(Interviews with band members about the demo recordings leading to first meetings with Shameless Music Group and being offered a deal.)



“However, with a world recession about to grip the Music Industry by the throat, The Morning Side would have to wait almost a year to begin recording the album”



(interviews with band on how tough it has been, slogging our guts out on the live circuit etc. waiting to start the album, but loyal following kept us going etc. Interview with Dave and Neil at Shameless, about how tough it’s been for them to get the project off the ground etc.)



“In the Autumn of 2009, Shameless built and opened their own studio in the rural village of Crawley Down (location shot with music) and the recording of The Morning side’s debut album has finally begun.



(Queue studio footage)



· That brings us to now, but we can condense the above into 10 minutes or so. Followed by more fly-on-the-wall studio footage. We can do the interview footage at the studio as well, as the control room would be a good backdrop.

The Morning Side

For our client project, me and Rosie have chosen to produce a piece of work for a band called The Morning Side, based in Putney, South West London.
The band have recently been signed to their first record label and wanted to use the video as a promotional piece for their debut album.
An agreed 8 - 10 minute video is to be produced from the begining of october until the end of march.

"The Morning Side were formed under the arches of a South London Underground station in 2007. Sharing a love of guitar pop and electronic music, the band quickly developed their own sound. NME calls it "Slick synth-rock" with comparisons regularly made to The Killers, MGMT and Friendly Fires. A cocktail of huge choruses, floor-filling rhythms and stadium-sized synths are testament to that.

It took less than a year for The Morning Side to gain Industry recognition, by performing to a growing following at esteemed venues such as 93 Feet East, Islington Bar Academy, The Clapham Grand, The 100 Club and The Metro Club.

After the band were nominated for a 2008 Indy Music Award, interest from Industry players was forthcoming. Having been courted by several indie labels, The Morning Side recently agreed a deal with the Shameless Music Group.

The band are currently working on their debut album with producers Neil Reed & Jez Larder (Amy MacDonald) and are preparing to take their impressive live act all over the UK" - www.myspace.com/themorningside

Bit Behind

I'm a bit behind on my journal entrys for my client project, so will be updating the backlog over the next few days. bare with!

First Artefact

here is the edited version of first artefact. It is an advert for nissan. I have re-edited the advert using quick cuts and taking out large sections of the story line. I have done this to test the effectiveness of quick cuts in an edit. I will play both the original and my edit to a selected audience which will vary in age, gender and race. I will take questionaire results from each member of the audience and then use graph charts in order to display my results. This will give me an indication into which style of cuts make more effective television advertising.

Filming the morning side

We went to begin filming for our client project on saturday night. The morning side had a concert at a venue called the half moon in putney. It was quite a good turnout and we got some really good live footage of the band. will be capturing within the next day or so and will post my results online. keep it locked!!!