Research Codes & Conventions

Codes and Conventions of Corporate Video

- Interviews
- Music
- Camera work
- Editing pace
- Lighting

Interviews -

Interview costumers to find out there opinions about the company you are making the corporate video for.
Only ever show positive feedback for the company in the video, this is because it will make the company look more professional and the video also.

Music -

The music used if you choose to use any should not be to loud, because it will distract the viewer from the voice over.
Make sure that the music is suitable and is not copyrighted otherwise this could complicate things immensely, the safest option to avoid any copy right complications is to make your own music.

Camera work -

Lots of corporate videos have panning and zooming to make the viewer focus on what the company wants you to buy/use.
Panning the camera gives the viewer a more in depth look at the product the company is selling.

Editing pace -

with corporate videos the editing pace is usually set at a slow pace so it is calming for the viewer and they can take all the information in instead of it being thrown in there face and then they forget about it. but sometimes the editing may be at a faster pace because the product  may suit this type of edit.

Lighting -

with lighting it would be best if everything was bright so that the viewer doesn't miss any detail of the product also if you need them to be darker you can edit it to look like that after, but you will still have an original.
Also bright environments look more inviting and clean this will put an expectation in the viewers head whilst watching.

Viral Ad & Evaluation/Breakdown

My Viral Ad is a trailer for my FMP film called Dark Passenger. I decided to make this because it will give the audience a brief synopsis of the film and show them small footage from the film as well as some information on who is starring and who made the film. I have also added a few motion graphics to the trailer using after effects.

The first thing I did for the clips of my Viral Ad was colour grading, I wanted my clips to look dark and more crisp. Below is a before and after of my colour grading of one of the scenes.

Before

After 

In order to make this possible I put the clip into after effects and used the 'curves' effect. This effect allows you to change the RGB, Alpha and Blue, Red and Green individual to give your footage the right effect. To start with I used the RGB Channel making 3 points on the curve line in order to bring my whites and blacks lower and then brightening the right parts of the clip. After this I changed the curve to Red channel and by dragging the middle of the curve down bring the reds down made the clip a slight green tinge to it, then finally I went to the Blue channel and raised the blue which gave the clip a dark/nigh time effect to it which for me makes the entire scene a lot more eery and suited to the scene.

After this I made two titles which I put in my Viral ad to create an atmosphere and give the audience an small idea about the character in the film, these titles read 'A Serial Killer' 'With a Conscience' Below is a image of what the titles looked like.

This is only the middle part of the first title, to the left reads 'A' and to the right reads 'killer'. 'A' has already been in shot and 'Killer' comes up after 'Serial'. What happens in this part is the writing is all their part the audience read what the light shows. This is simple to create, what is done is a background is put into after effects, and then add my text, I made my text and background 3D by clicking the small cube option by their layer. After this I added a 35mm camera to be able follow the text and light. After this I added the light layer made its brightness to 235% and then made the lights colour from white to red, I chose red because i felt it made the title more dark and creepy to go with the tone of the ad. After this I change the position of the light so it was just below the text, this helped brighten the text in parts. Finally I changed the lights point of interest so it starts on one side, started the stop watch on its point of interest to create a key frame then moved down the timeline 3.5 seconds and changed the lights point of interest to the other side of the text. This then made the light travel from one side of the title to the other so the audience has time to read what is said. I then exported this, then went back to it, changed what the writing said for my second title and then centred the writing and exported it so I had both my titles.

After this I created to more titles which read 'Directed by Shaun Alexander' and 'Produced by Forest Light Pictures' this title is shown below.

These titles appear on screen for 3.5 seconds and appear in-between one clip to show the audience quickly a bit about who made the film. In both of the titles the top text which reads Directed by and Produced By stay the same but the text below them both expand as the clip goes on, this isn't done by scaling the writing though. To begin with a put the first text in reading Directed by and scaled it down and centred it in middle of screen and then moved the position just above centre. Then I put the second text in reading Shaun Alexander and did the same except made the text larger and just below centre. All text was written in capitols. The to create the metallic look to it I added the ramp effect to the top text, and then moved the start and the end point of the ramp which gave it the look so the dark is on the right and its lighter on the left. Then I added an Emboss and changed the contrast. After this I added the levels effect and changed the each side of the holograph which made it slightly darker and took some of the whites out of it. Now that this was done I copied all of the effects i just done and then pasted them on to the lower text so both text matched each other. Finally I added my animation to the bottom text. Rather then scale I used the effect called tracking, which spreads the letters out. To do this I selected the bottom text, started the stop watch key frame moved to 3 seconds and made the tracking to 6 and this then made the letter scale outwards.

Once all these motion graphics were completed they was all exported and the put into Final Cut Pro 7 to be edited together. I then used dialogue from other clips of the film and put them in different parts of the clip to make it seem more dramatic. and then I added a dramatic soundtrack over the entire trailer to give it rhythm and I tried to cut each scene to the song like a music video to give it a better dramatic effect.

Audience Research

BARB

BARB (Broadcasters’ Audience Research Board) is the organisation responsible for providing the official measurement of UK television audiences.

BARB is responsible for providing estimates of the number of people watching television. This includes which channels and programmes are being watched, when they are watched and the type of people who are viewing at any one time. Viewing data is collected second-by-second and delivered on a minute-by-minute basis for channels received within the UK. The channel viewed the longest in a clock minute is attributed the viewing of that minute. Viewing at anything other than normal speed (fast forwarding/rewinding live or recorded content) is not reported. The data is available for reporting nationally and at ITV and BBC regional level.

Viewing estimates are obtained from a panel of television owning private homes representing the viewing behaviour of the 26 million TV households within the UK. Each home represents, on average, about 5,000 of the UK population.

A range of individual and household characteristics (panel controls) are deployed to ensure that the panel is representative. The prime control is a 20 cell matrix, made up of means of TV reception, life stage (pre-family, young family, older family, post family and retired), and social grade. As estimates for the large majority of panel controls are not available from Census data it is necessary to conduct an Establishment Survey to obtain this information.

The channel I chose to have my short film on is Film4. I chose this channel as it’s the  most average viewed channel in weekly and monthly. It is best channel for films and they often play low budget movies as well as well known movies. I also believe this is the best channel to aim for my audience because Film4 is a free channel on Freeview so their will be a wider range of households able to preview my film. 

My main target audience will be Males due to the violence, and I will target an older audience because I believe my film is better suited and this will also be hit by showing my film on film4 as they have a much older audience due to the fact they play modern and dated movies.

Copyright

Copyright

Copyright is a legal concept, enacted by most governments, giving the creator of original work exclusive rights to it, usually for a limited time. Generally, it is "the right to copy", but also gives the copyright holder the right to be credited for the work, to determine who may adapt the work to other forms, which may perform the work, which may financially benefit from it, and other related rights.

Several exclusive rights typically attach to the holder of a copyright:

·      to produce copies or reproductions of the work and to sell those copies (including, typically, electronic copies)

·      to import or export the work

·      to create derivative works (works that adapt the original work)

·      to perform or display the work publicly

·      to sell or assign these rights to others

·      to transmit or display by radio or video.

 The phrase "exclusive right" means that only the copyright holder is free to exercise those rights, and others are prohibited from using the work without the holder's permission.

An example of copyright would be a logo. For example the universal logo would be copyrighted therefore no other company would be able to use this logo and call it their own.

This can effect my FMP in many ways, for example the logo above if this was to be seen anywhere in my FMP their will be a copyright issue as I hold no rights to this logo. Another thing to be careful of Is music soundtracks these are heavily copyrighted and can’t be used in films without an the authors permission. Copyrighted material like characters and companies will also need consent from their authors so in my FMP i will be creating my own character names and also companies if needed. Logo's or Brands can be copyrighted in films but if they are seen at a distance and not referenced to you probably will not need to have consent for. I will try to stay away from logos or trademarks, however some times you can't get them out of a shot and so i may need to film which in case i will blur them out in post production.