We were split into groups of three for this project which would allow us to mix with people of different talents. Our brief was to create a short fashion film that had a clear set up and pay off. Being promotion students we went straight to thinking about adverts. We had to come up with a product and a statement. We chose shoes as we are all interested in that market, and our statement was 'Be Yourself, Find Yourself, Enhance Yourself'. We thought about what brand to use and so we went with one that was available to us to shoot with, this being Converse. We began to research some fashion films to find what style we liked, and it became quite apparent that we all liked being surprised in an advert, something that we thought John Lewis do quite well. We discussed set up and pay off and agreed that it was very important that it is clear to the audience. We brainstormed to determine what role we would all play in the making of the film and where we would shoot. The idea of the advert was to show a young female getting ready to go out, presenting herself in quite a glamorous way through makeup, hair and her red dress. It would then show her picking between a few pairs of heels and picking up a pair just outside of the frame. Then you would see her on her way to the event she has been getting ready for and just as she is walking up to the front door of the house the camera pans down and shows that the model is actually wearing Converse. The set up is that the viewer is expecting to see the model wearing glamorous heels to match the rest of her look, but the pay off is the surprise that comes with finding that she is wearing Converse, and that this is the product that has been being advertised the entire time.
Having only two days to research, brainstorm, film and edit we didn't have a long period of time to film. We took about one and a half hours to shoot the required shots, and we made sure that we got a large variety of angles and shot the same thing more than once to make editing a lot easier for ourselves. What made filming a lot easier was that we had planned out all of our shots in a storyboard format, so we all knew exactly what we wanted to film, how and where we wanted to shoot it. All in all shooting was successful and we got lots of good useable shots. The whole process definitely went to plan.One of the members of the group had experience in editing software, so she took the lead in this part of the project, however we all had opinions on how we wanted shots to flow, the themes and possible filters we wanted etc. Something we all strongly agreed on was that we wanted our them to flow with our chosen music, and that we would do this by slowing down and possibly speeding up certain sections of shots. Editing went really well and we were very happy with our and result.
Some feedback we received from out tutor suggested how clips could be cut down even more, that they were slightly too long, 'we get it she's putting on makeup, next scene'. We understood his comments, respected them and will try to find time to re-edit the film in this way. Another comment he gave was that the brand and product weren't being advertised until the very end and that there should be more focus on the product throughout. However our peers disagreed with us and understood what we were going for a lot better. That the element of surprise worked really well and the fact that converse were only shown right at the end made it a really professional feeling and was very effective. It was interesting hearing the different comments and after hearing our peers opinion our tutor changed his. Some other critique we were given was the fact that the beginning was possibly too cliche and that seeing someone getting ready to go out had been done hundreds of times so the quickly began to loose interest, however once they received the pay off their opinions changed, and so maybe it was the case in showing less of the getting ready process, shortening the advert and getting to the pay off quicker. Although a possibly cliche beginning portion, it became apparent that this was the goal after the pay off was received. All in all a successful viewing as everyones opinion was what we had hoped and that the set up and pay off was clear, which was the main goal.
