Scott Weaver's Rolling through the Bay from Learning Studio on Vimeo.
Thursday, 28 April 2011
Tuesday, 26 April 2011
Analysis: Nikon Advert
This video uses music very well to create atmosphere and emotion. It's based on memories and experiences that people can relate to.I think it is important to try and bring back memories to sell something. If people feel they have a personal link to the product, they are surely more likely to buy it.
The use of the handheld camera is why I mainly chose to look at this. It manages to be a successful piece of footage despite not doing anything particularly ground breaking. There are very short stills, presumably not to break up rhythm.
The style is 'home video', but the image and sound quality is very high and obviously works for this purpose. I am intruiged as to whether this could work to promote a city though. I said earlier about the importance of memories, and home videos have an intrinsic link with memories. This is something that could be exploited for promotional video.
In this video, the part where Robbie speaks is excellent, and demonstrates what I would try to do by recording sounds of the city and placing them over a soundtrack. I mentioned this previously in a video analysis of a Tokyo video.
It's almost a shame that this video is an advert because it is of such quality!
The use of the handheld camera is why I mainly chose to look at this. It manages to be a successful piece of footage despite not doing anything particularly ground breaking. There are very short stills, presumably not to break up rhythm.
The style is 'home video', but the image and sound quality is very high and obviously works for this purpose. I am intruiged as to whether this could work to promote a city though. I said earlier about the importance of memories, and home videos have an intrinsic link with memories. This is something that could be exploited for promotional video.
In this video, the part where Robbie speaks is excellent, and demonstrates what I would try to do by recording sounds of the city and placing them over a soundtrack. I mentioned this previously in a video analysis of a Tokyo video.
It's almost a shame that this video is an advert because it is of such quality!
Analysis: UK 24hrs
Uk 24hrs from Chris Boyes on Vimeo.
The shots at the beginning are exactly the sort of shots I would like to initially try to emulate. Some of them remind me of The Apprentice, others remind me of docu-drama filler shots.
I feel I would be able to do these shots better as my video has an intended purpose, so I can film with a use and audience in mind.
While I think this video is well filmed, I criticise it for not doing what it says on the tin. It is sold as 'London to Leeds', but is half London, then half... somewhere inbetween? There are no shots of Leeds. This is only a minor issue, but it is important not to mis-sell a video. Additionally, the video does not depict a journey particularly well.
What it does do though is capture life well. By slowing down some shots and showing long, every day scenes, the monotony of every day life is demonstrated. One might assume therefore that to do the opposite, ie to speed up shots and have short shots would imply vibrancy and life.
The film is one of contrasts. Initially, somewhat desaturated shots put negativity onto the city, but full colour shots bring life to the country. It is interesting how colour can affect emotion and I'd like to explore this in videos I make about Leeds.
Monday, 25 April 2011
Analysis: Tokyo Tomorrow
Tokyo Tomorrow from Jon Bryant on Vimeo.
I chose to look at this video as it was filmed in the space of 48 hours, and in one of the world's busiest cities. So how does the video maker portray a pulsating city when he has just 48 hours to film it?
The video opens with a simple lift and a slow pan across reception. The timelapse is good though- both this video and New York Mindlapse video show that timelapse can help capture city life perfectly.
This video has relatively long shots, which makes Tokyo seem relaxed. It also shows traditional scenes mixed with modern, so I'm not sure what the intended purpose of the video is. Some scenes are serene, others are busy.
The use of the escalator is good. Most amateur videos cannot afford expensive equipment so it's good to use the resources already around you.
I don't think the video maker has got the music choice right. I'd like to hear the sounds of the city, not synthetic music. I believe I could improve on this by taking sounds of the city and putting them over the video.
I also dislike the use of fades. Fades can work, but they are not particularly natural. I can imagine this footage working on a holiday programme or potentially a travel documentary. Towards the end of the video, I think some of the shots are underused and thus unnecessary. I like the close up of the taxi though and depicting unique features of a cityscape can help imply identity.
Friday, 22 April 2011
Analysis: UK Tour - Leeds
There are aspects of this video I really like. I think the video works well as a whole, but feels almost incomplete. It's as if it is almost the establishing or closing shots from a longer programme. If it were those, they would be great though.
The journey into Leeds makes a natural introduction to the city, and the style it has been filmed in works. The video itself serves no purpose though, but if it were to I can envisage it in two scenarios. Some clips would work really well in creative documentaries, such as those high quality documentaries narrated by Andrew Marr, accompanied by sweeping aerial shots and packed with statistics.
Another use for it could be as an introduction to a drama. It reminds me of the opening shots in 'This is England', which I am sure is helped by the choice of music.
One thing that it does though is make it feel as if you're leaving the safety of London and entering into an alien world. It would be my aim to turn this around, and give it a sort of 'arriving home' or 'welcome' feel- perhaps one that attempts to build excitement. Unlike with reportage, I feel promotional videos need to communicate a sense of place to the viewer; one where they can really engage with the environment.
Whatever the case, I do feel that this video has given me ideas on introducing films.
The journey into Leeds makes a natural introduction to the city, and the style it has been filmed in works. The video itself serves no purpose though, but if it were to I can envisage it in two scenarios. Some clips would work really well in creative documentaries, such as those high quality documentaries narrated by Andrew Marr, accompanied by sweeping aerial shots and packed with statistics.
Another use for it could be as an introduction to a drama. It reminds me of the opening shots in 'This is England', which I am sure is helped by the choice of music.
One thing that it does though is make it feel as if you're leaving the safety of London and entering into an alien world. It would be my aim to turn this around, and give it a sort of 'arriving home' or 'welcome' feel- perhaps one that attempts to build excitement. Unlike with reportage, I feel promotional videos need to communicate a sense of place to the viewer; one where they can really engage with the environment.
Whatever the case, I do feel that this video has given me ideas on introducing films.
Promoting the City
I recently posted the new Welcome to Yorkshire advert on this blog, analysis its strengths and weaknesses. But narrowing it down to just focus on the regional capital...
The recently revised Vision for Leeds states that by 2030:
"Leeds will punch its weight as the biggest city in the north, making sure that decision makers and opinion formers understand the city and what it offers, its potential and the needs of its communities.
"By 2030, Leeds will be locally and internationally recognised as the best city in the UK
By 2030, Leeds will be fair, open and welcoming. Leeds will be a place where everyone has an equal chance to live their life successfully and realise their potential. Leeds will embrace new ideas, involve local people, and welcome visitors and those who come here to live, work and learn.
By 2030, Leeds' economy will be prosperous and sustainable. We will create a prosperous and sustainable economy, using our resources effectively. Leeds will be successful and well-connected offering a good standard of living.
By 2030, All Leeds' communities will be successful. Leeds' communities will thrive and people will be confident, skilled, enterprising, active and involved.
This is all very well, but may seem to some as pie in the sky. You may be wondering how this has any link to me as a designer. I believe I, like all citizens of Leeds, have a crucial role to play in turning this dream into reality. Leeds must become a pioneering centre of design, and should not settle for mediocre design standards while London sucks up the country's talent.
Therefore I feel it is my purpose, as a video maker and designer, to promote the city. I intend to make a video, or perhaps a series of videos, elevating the city of Leeds. I will take inspiration from videos that I consider of a high standard, and initially try to emulate them or learn tricks from them. I hope that this will help me develop my own style of video making that can promote Leeds in a pioneering way- because there are hardly any video makers doing this successfully now. The Welcome to Yorkshire advert is good, but nothing more. It should be the standard, not at the top of its game as it is now in the region.
So first things first; look at what's out there already!
The recently revised Vision for Leeds states that by 2030:
"Leeds will punch its weight as the biggest city in the north, making sure that decision makers and opinion formers understand the city and what it offers, its potential and the needs of its communities.
"By 2030, Leeds will be locally and internationally recognised as the best city in the UK
By 2030, Leeds will be fair, open and welcoming. Leeds will be a place where everyone has an equal chance to live their life successfully and realise their potential. Leeds will embrace new ideas, involve local people, and welcome visitors and those who come here to live, work and learn.
By 2030, Leeds' economy will be prosperous and sustainable. We will create a prosperous and sustainable economy, using our resources effectively. Leeds will be successful and well-connected offering a good standard of living.
By 2030, All Leeds' communities will be successful. Leeds' communities will thrive and people will be confident, skilled, enterprising, active and involved.
This is all very well, but may seem to some as pie in the sky. You may be wondering how this has any link to me as a designer. I believe I, like all citizens of Leeds, have a crucial role to play in turning this dream into reality. Leeds must become a pioneering centre of design, and should not settle for mediocre design standards while London sucks up the country's talent.
Therefore I feel it is my purpose, as a video maker and designer, to promote the city. I intend to make a video, or perhaps a series of videos, elevating the city of Leeds. I will take inspiration from videos that I consider of a high standard, and initially try to emulate them or learn tricks from them. I hope that this will help me develop my own style of video making that can promote Leeds in a pioneering way- because there are hardly any video makers doing this successfully now. The Welcome to Yorkshire advert is good, but nothing more. It should be the standard, not at the top of its game as it is now in the region.
So first things first; look at what's out there already!
Egypt / Lebanon Montage from Khalid Mohtaseb on Vimeo.
This video was filmed for a documentary and employs some different techniques to the other videos shown.
I like the establishing shot. The tilts, pans and zooms work really well together, interspersed with MCUs and close up shots.
Each shot is roughly around 4 seconds long, although of course there is variety. It is not a fast moving film, which works well in this scenario. It works to show a country in need.
I think the shot zooming across the dried ground to the cattle is great. The use of perspective makes it feel like we are on a journey through the area, not just observing from static positions.
The closing shot is interesting. It is simply a reversed duplicate of a previous shot, but it closes the film off successfully.
Thursday, 21 April 2011
Analysis: Leeds Rising
Leeds Rising from squintopera on Vimeo.
The video on the right was produced by squintopera on behalf of the Leeds Initiative to present 'Leeds: A Rising City'.
The video follows the narrative of an owl, the city's emblem, flying through the streets and bringing colour and life where it flies.
The techniques used to differ between the current Leeds and the rising Leeds are simple and subtle, but create complex thoughts.
The desaturation/sepia of many images is used to show a city 'going about its daily business'. Unfortunately I am left a little confused as to whether this video attempts to present it as positive or not. I get the impression it tries to say it is changing but frantically with no real way forward. I am also left puzzled as to whether the words that appear are aims or things they want to get rid of.
The entire video is filmed as if filmed in a single shot. This works surprisingly, but I feel the whole style of the video fails. It does not depict a bustling metropolis, but feels like an idealistic Sim City. I feel this is created by the overuse of graphics- yes, they are good and helpful, but in a time of austerity the public are cynical of utopian schemes. The music is also an odd choice.
More positively, I like the use of an owl to lead the necessary narrative. It implies the plan is at least somewhat rooted in traditional culture. I also like that the video forces the viewer to be creative, and start debating the things that happen themselves. Having said that, I don't like how it doesn't anchor back to reality at the end- I feel a 'bottom line of confidence' is needed.
Video Technique in BBC News Reporting
Video (right)- a satirical take on how to make the news.
Analysis
BBC News countdown- builds up neutral drama with fast moving shots and time lapse shots in the countdown. The music is as important as the image.
There are approximately 3 words per second.
Around one minute is given to headlines, which are usually spoken over 'cutaway style' shots.
A wide establishing shot opens the program.
Pictures are mounted on an After Effects background, and a slow zoom is initially used presumably to continue rhythm.
Reports
Establishing cutaway style shots to set the scene. A simple sentence is laid over the establishing shots, usually trying to help the audience engage with the scenario.
Reports follow specific narratives.
The reporter only narrates, he does not directly pass opinion even if his voice insinuates a certain tone.
The main shots mostly seem to have been taken without a tripod, although some of the cutaways use a tripod.
Analysis
BBC News countdown- builds up neutral drama with fast moving shots and time lapse shots in the countdown. The music is as important as the image.
There are approximately 3 words per second.
Around one minute is given to headlines, which are usually spoken over 'cutaway style' shots.
A wide establishing shot opens the program.
Pictures are mounted on an After Effects background, and a slow zoom is initially used presumably to continue rhythm.
Reports
Establishing cutaway style shots to set the scene. A simple sentence is laid over the establishing shots, usually trying to help the audience engage with the scenario.
Reports follow specific narratives.
The reporter only narrates, he does not directly pass opinion even if his voice insinuates a certain tone.
The main shots mostly seem to have been taken without a tripod, although some of the cutaways use a tripod.
Saturday, 16 April 2011
Friday, 15 April 2011
Welcome to Yorkshire: Analysis
The first time I saw this advert, I was happy to see the establishing shot being Leeds skyline, where it could have been something much more stereotypical. It works, but by the time the viewer has seen it, it has disappeared- half a second longer would be welcome. A minor groan is 'why shoot the clip on a foggy day?' Having said that, if there is one thing to exploit in Leeds it is not the skyline. I'd rather see a shot of a bustling street scene for example. Then again, I suppose an establishing shot is needed.
The shots of Castle Howard and York are good, but at least with York Minster, it shows what people already know. It would have been good to have shown a lesser known building or landscape. Malham Cove? Nidd Gorge through Knaresborough? Yorkshire is marketing itself as innovative and unique place where more is to be discovered, so it would be best to expose a little known wonder rather than a potentially overrated existing tourist trap.
Artistically, the shots work well and the fish and chips shot is good- but bringing the background into focus would have finished it better as currently it just shows fish and chips, not the picturesque village that it looks like it has been filmed in. This is a problem because the initial observation of that is that fish and chips can be bought anywhere rather than pinning down their intrinsic link to Yorkshire.
I would say though that a level of emotion is needed, so I applaud the use of characters in the advert to create a narrative. To follow experiences rather than just documenting a place always sells. However,I don't think the balance is quite right in this advert. The shots of the couple occupy too much time and actually only serve as links between shots, when the purpose of this advert is to promote Yorkshire.
A further improvement could be to create separate adverts. They have made three adverts, but all are relatively similar. More targeted marketing could allow for one advert based on a young person's city break in Leeds with nightclub scenes to be shown around 2100 on Channel 4 for example, while an advert following a 50-something couple on a walking holiday in the Dales could be more successful in reaching the 1900-2000 audience on ITV1.
A massive commendation to them is on the choice of music. I am very pleased that they have chosen a local band who produce innovative and experimental music. This is not a comment made out of personal taste, but the music choice demonstrates what Welcome to Yorkshire are trying to portray- new, daring, exciting, rebellious. It's a pity the image doesn't always match.
A minor groan of mine is the choice of a stereotypical white straight couple, but equally it would be noticed if they weren't and could distract from the main point of the advert.
I do think this is a great improvement on previous Welcome to Yorkshire adverts though, and it is essentially a good advert. Last year, Welcome to Yorkshire scooped 'the Best Marketing Campaign' in the world. This year's advert is an improvement on last years I feel, and the figures prove these adverts are successful. Unlike most of the UK, Yorkshire's tourist trade is currently booming. It is important that the region doesn't sit on its laurels though as I feel it could be marketed even better as I have discussed above.
The shots of Castle Howard and York are good, but at least with York Minster, it shows what people already know. It would have been good to have shown a lesser known building or landscape. Malham Cove? Nidd Gorge through Knaresborough? Yorkshire is marketing itself as innovative and unique place where more is to be discovered, so it would be best to expose a little known wonder rather than a potentially overrated existing tourist trap.
Artistically, the shots work well and the fish and chips shot is good- but bringing the background into focus would have finished it better as currently it just shows fish and chips, not the picturesque village that it looks like it has been filmed in. This is a problem because the initial observation of that is that fish and chips can be bought anywhere rather than pinning down their intrinsic link to Yorkshire.
I would say though that a level of emotion is needed, so I applaud the use of characters in the advert to create a narrative. To follow experiences rather than just documenting a place always sells. However,I don't think the balance is quite right in this advert. The shots of the couple occupy too much time and actually only serve as links between shots, when the purpose of this advert is to promote Yorkshire.
A further improvement could be to create separate adverts. They have made three adverts, but all are relatively similar. More targeted marketing could allow for one advert based on a young person's city break in Leeds with nightclub scenes to be shown around 2100 on Channel 4 for example, while an advert following a 50-something couple on a walking holiday in the Dales could be more successful in reaching the 1900-2000 audience on ITV1.
A massive commendation to them is on the choice of music. I am very pleased that they have chosen a local band who produce innovative and experimental music. This is not a comment made out of personal taste, but the music choice demonstrates what Welcome to Yorkshire are trying to portray- new, daring, exciting, rebellious. It's a pity the image doesn't always match.
A minor groan of mine is the choice of a stereotypical white straight couple, but equally it would be noticed if they weren't and could distract from the main point of the advert.
I do think this is a great improvement on previous Welcome to Yorkshire adverts though, and it is essentially a good advert. Last year, Welcome to Yorkshire scooped 'the Best Marketing Campaign' in the world. This year's advert is an improvement on last years I feel, and the figures prove these adverts are successful. Unlike most of the UK, Yorkshire's tourist trade is currently booming. It is important that the region doesn't sit on its laurels though as I feel it could be marketed even better as I have discussed above.
Wednesday, 13 April 2011
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