Aquapax advert (the comp I presented to the client)

Client Crit 19/10/11


This is not yet finished but i was in the middle of experimenting with small changes to my idea. I have film footage in this that is pixelated due to poor lighting conditions and some blurring of movement. Theses improvements will be made and the client crit will be analysed and changes will be made. I have learnt alot so far about film making because I have come across many problems that I have needed to solve such as the type of camera to use to film and the lighting needed for the film to look crisp.

Client Feedback:
Client liked the concept but gave me a few ideas to change parts of my piece.
Where the camera goes out of the bottle is to dark and it doesnt lead on to the next scene.
The whole out of the bottle needs to be white so it leads onto the white background behind the person drinking. (to dark looks more like a tunnel)
Lay water over the scene coming out of the box to show that the camera is going out through the water.
I need to use a younger model and have much less in the scene: so zoom in to see just the bottle with the hand around it and the lips.
(Cadburys flake advert - girl with volumised lips)
Could overlay layers of the ink in water to fill the scene (changing transparency)

Journey from inside can to outside

Could work well (particularly on smartphone context) with attention to aesthetic and keeping ‘on brand.’

Transition from inside to outside needs to be more subtle – more transparency of water layers could help this aswell as colour choices.

The model drinking water could be more abstracted, using blurs / depth of field, and tight framing of the face


Editing:

After proceeding to edit these improvement i started by refilming the part where the hand puts the lid back on the bottle. This part was not crips and the movement was streaky and grainy. I refilmed this several times but the movement was still of a poor quality and i could not work out why because i had tryed various lighting conditions and settings on the video camera. I then had to find a way to overcome this problem. From i previous project i learnt a technique of placing still photographs into a composition to create a video. To recap on this i watched this tutorial.

Green Screen

(Research From 15/10/11)
http://www.mediacollege.com/video/special-effects/green-screen/
I have started to produce some of my film work and it was suggested that I used a green screen so that I could edit out the background of the footage and add a much mroe interesting background such as the sun rays from the Aquapax bottle. I have never used a green screen before so I researched how to do it and what I needed.

http://www.greenscreenwizard.com/

Chroma Keying defined:
http://www.signvideo.com/chrom-ky-wks.htm

Luma Keying defined:

http://www.youtube.com/watch?v=mFmbE6readY
Luma keying wouldnt work for Aquapax because there is white within the bottle design.



http://www.youtube.com/watch?v=9XOaWuZEm80

Tutorial:

How to Chroma key in After Effects CS3

Water Movement Ink droplet

http://youtu.be/CJ-AX1G0SmY
Slow motion filming of ink being dropped into water - very clear and slow movement of water. Could experiment with coloured ink (blue to show Aquapax colours) or food colourings to see what creates the best effects with the water.

After seeing some examples of ink in water i started to experiment with this idea. Below are some of my experiments.

I started experimenting with Photography beacause this is my strength. I have captured some facinating shapes with the ink (food colouring) in the water. However i need to think about this idea carefully becasue otherwise it could look like i am indicating that the Aquapax water is blue or has additives in it!

I then went back and experiemented using film with just water droplets. But it is just not as effective as the Ink!

Looking down on the clear water you can see every detail of the bowl that contains the water aswell as any reflections from surrounding objects. This would need careful lighting to stop the reflections and make the water look clean and white. I feel this would also need showing down so much that you could only view one water droplet because it would need to be that slow. This would mean I would need an extremely good video camera and exellent lighting to make the water droplet bight and look clear. I think it is more aesthetically pleasing to watch the ink droplet transform into shapes than it is to watch one water droplet. I will experiment with the ink droplets further to see if my idea of reversing the footage would work to get the right concept for Aquapax.



Bottled Water Adverts

http://www.youtube.com/watch?v=5dCC7d8vCD0
Such a simple animation with a voiceover that sets the scene. Without the voiceover the advert would be nothing; but I am designing an advert that will be viewed on a smart phone and therefore sound will not always be clearly heard. Therefore i want to create a piece that is enhanced by sound but not dependant on it incase the advert is viewed in noisy suroundings.



http://www.youtube.com/watch?v=pMeVF1B5KjU
Simple use of colour - black and white footage with a hint of blue at the end of the piece to enhance the water theme. Doesn't really tell you anything about the product, it just shows that its bottled water!



http://www.youtube.com/watch?v=vuyRIcothMI
Evian water advert uses active babies to sell their product - indicates the product is safe for small children but does not inform anyone about the product. Advert designed to emphacise their selling point of live young.



http://www.youtube.com/watch?v=aNgkz0COMu4
Volvic advert shows that their water is filtered by volcanic rock to make it pure. The advert looks like it is aimed at children because the characters are unrealistic ad they use humerous character voices.


What makes a good Advert?

http://www.mrlweb.com/tips/goodad.html


http://www.practical-entrepreneurship.com/resources/advertising/089_what_makes_a_good_ad.pdf

Powerpoint on Making a good advert
http://docs.google.com/viewer?a=v&q=cache:hArPbD_ymPcJ:www.pua.edu.eg/Version2/Courses2/Tourism/Freshmen/Spring/GEN121/Lectures/Chapter%25202.ppt+what+makes+a+good+advertising&hl=en&gl=uk&pid=bl&srcid=ADGEESgXR8rxj6fu1p-dGSBzBJI5tvFA3MQ8-Pb_wrhvuDwj3kRcLDMQNUdiIfsMSpuuyHO5CM6jVwNbAybr8fFFFnCFiHqBScAQ-8Mme63rvB6T2McMY78wr1ZIbyXDPYpvECcYpZI9&sig=AHIEtbTUr7pHXkP0v6BWgzls-o0rn1EphA

Water!

http://youtu.be/gUW8GDVjhuA
I am looking at filming water dropping from a tap. I want to then edit this and slow it right down to see the energy within the water. This short clip shows that there is so much movement created by that one droplet of water. I want to show what is inside the Aquapax bottle because it is not see throught like a plastic bottle.

http://www.smashingmagazine.com/2008/09/25/38-photoshop-tutorials-on-rain-showers-and-water-drops/
Photoshop Tutorials on water movement and droplets
Experimentation using Photoshop to create water droplets and effects that I can then take into After Effects and create movement with.