Promotional Video - Sound Production

As of the commercial nature of the video, using music that is subject to copyright, may present numerous implications. I ensured I got my client's opinion in regards to what style of music would work best with the video. Not only do I want a composition that fits as an enhancing piece of background audio, however I want it to reflect the brand identity and compliment the visual pace.

I have contacted various music producers, so that I can incorporate a piece of background music without violating any rights. I sent them a visual mood board along with a selection of existing tracks as inspiration, so that they can get an idea of visual and aural style.

Already this project has allowed me to experience what is involved when working to a professional standard. By contacting various clients I have been able to develop my time management and communication skills, providing an organised and professional standard of work to my chosen client.

Promotional Video - Planning and Client Feedback

I have been in touch with my client, discussing the planning process for the final video. Maintaining such a level of communication is vital during the preproduction stages, as it has allowed me to manage my time efficiently. By getting a clear understanding of what my client requires in their video, I have restricted any time being wasted on planning sequences that would be of no commercial value to my client. The shot list that I had composed was an organised way of presenting my ideas to the client, which reinforces the benefit of planning each stage with care and attention to relevant details. In addition, constructing a gantt chart allowed me to show the client a guideline schedule, which we must attempt to adhere to as much as possible.

The client seems inclined to allow me predominant control over the direction of the video, particularly in terms of structure. However she has directed me on the visual style of the video, so that we can fully express the brand identity. We have planned to include a selection of still images, in the video sequence so that my clients work can be presented in a diversely appealing manner. In addition to this, I intend to edit the videos, in accordance to the audio, keeping a consistent pace to the visual and aural elements of the sequence.

I have been requested to attend a fashion show, as well as a photo shoot in which my clients work will be displayed. As of the nature of both events, there will be photographers and cameramen present throughout, meaning that those present will be aware of the possibility of being filmed/photographed. However, I have ensured that those who are working 'behind the scenes'; such as hairstylists, makeup artists, photographers and designers - my client included - have signed a release form so that I officially have their written consent and permission to be filmed.

In addition to this, I have decided to capture a variety of shots that display my clients craftsmanship, showing the work that goes into making each piece. This way, there will be a contrast between the glamour of the catwalks/photo shoots and the manual work that is behind the final products. To tie it all together I intend to have interview sections, in which my client explains various elements of her work, such as what is involved in the process of making her headpieces, how long she has been working in this field and the various projects that she has been involved in.

Promotional Video - Planning

Gantt Chart

Promotional Video - Analysis of Codes & Conventions

Promotional Video - Planning

Shot List/Edit Decision List - Initial Draft

Promotional Video - Planning

Visual Mood Board 

I have decided to include shots similar to those featured above as they not only show what is involved in my clients area of work, they also have a specific visual aesthetic that present her brand identity.
A majority of images that I have included in the mood board above, showcase the work of Jayne Elizabeth Millinery, which I have included in order to stay as authentic to her work style as possible.

Promotional Video - Planning

Prior to contacting my client, I was sure to conduct some research into their brand, in order to develop an understanding of their work, so that I could begin some rough planning in terms of concept and visual style.

I contacted an independent designer, who specialises in millinery and have decided upon an initial structure for the video. In this case, I feel that a narrative based sequence would not be so relevant, hence I plan to incorporate an interview set up along with shots of my client at work. In addition to this, I have arranged to attend various events that display the clients work, such as photoshoots, fashion shows and clientele interaction.

Before shooting, I would need to make sure that release forms are signed by those who are involved in the video. Moreover, the fact that I will be shooting in various locations means that I will have to consider all aspects of health and safety, in order to minimise the possibility of harm to anyone involved, or damage to any equipment.

In particular, I will need to consider how I will be travelling to these locations with all the required equipment, without causing damage. I will also have to be prepared for any potential unforeseen happenings, which could interrupt the shooting/editing process.

As this video will feature on the clients official website and their company youtube channel, the target audience will particularly consist of those interested in the fashion element or the products themselves. It could also work well to induce collaborative work with other professionals in similar creative fields. 

As a result, I will have to consider the visual style of the video, as it is vital that it reflects the work authentically, as well as having a strong aesthetic appeal in order to enhance the fashion aspect. I plan to include images of the clients work that has been featured in magazine's and other forms of media, to showcase the versatility of their bespoke creations.

The ultimate aim is to engage the viewers interest in the products themselves and the work that my client does. By inclining their interest, they would be more likely to make contact with the designer, allowing the business to gain positive recognition and prosper as a result. In order to ensure that this happens, it is paramount that I include my clients logo and contact details, with links to their professional website/social media pages. 

Psychoanalytical Fim - Evaluation

I intended to have a sense of disorientation lead the flow of the final sequence, as this would reflect the internal struggles of the featured subject.

The mind is constantly wandering between past experiences or the unknown depths of the future. Therefore, my intent was to portray the ambiguity of chronology and structure, by showing the subject aimlessly traversing back and forth through various situations, whilst attempting to console the ongoing conflict between his id, ego and superego. To enhance this concept visually, I decided not to include any conspicuous establishing shots, in order to maintain a constant state of unfamiliarity and disorientation.

I shot each section of the sequence multiple times, from various angles, in order to give visual versatility, this also gave me the opportunity to make use of editing techniques, such as the 30 degree rule.

I chose to film long takes, when there was a particular focus upon the subject. This enabled me to utilise jump cuts during post production, once again, enhancing the mental opposition and confusion. To compliment this, I overlaid clips and altered the opacity, in an attempt to produce a visual representation of the perplexing psyche.

I also made the decision to edit the footage to monochrome. I felt that these colours present certain connotations which are relevant in expressing the subjects emotions. The colour white is associated with purity and wholeness. Black represents secrecy and mystery, just as the subject is attempting to suppress a dimension of himself from the world. What black covers, white uncovers. Therefore, each colour perfectly represents an element of his psyche.

As there were multiple shots which formed various scenes, I was sure to organise my footage into folders, so that the process of editing could be conducted in a manageable and orderly manner. This proved beneficial in terms of adhering to deadlines; with an organised layout, I was able to sift through my footage, pick out the shots that were required an speed up the overall editing process.