Video ProductionStoryboardProductionMedium of moving imagesFantasy/realityEditingAnimationDigitalScript vs. finished adCreative team: script and storyboard (a set of small hand sketch pictures that go along with certain spots in the ad), show this to client before they go to making the ad, need to make sure they like the ideaDialogMajor scenesSuggested camera shoots and transitions, if crucialMusic, if crucialOutside production company (the one that actually puts things together)Casting (decide the casting)Blocking (where the talent stands and what to do with it)DirectionSpecific camera shotsEditingPostproductionExample: Bud LightExample of how much an outside production company addsKey message: guy will do whatever it takes to get some bud light“Rough Choice” scriptMoving images and advertising, people in the agency don’t make the ads, they start it but production companies finishAds and representationAdvertisingNot what people doWhat you see in advertising is not what real people do, it is not a documentary or trying to show literally what people doHow people dreamThis is what an ad shows you, how people wish things were“Compelling dreams”Motion as visual perceptionPsychology of perceptionEarly demonstrationsA lot of people made demonstrations before their moviesZeotropeFills in the gap between the slots, so it looks like continuous motionFilmMimeticFilm is a very mimetic medium, pictures looking realistic, film is relay good at this because the image you get on film is etched into it by light wavesLight etches actual imageCompellingBecause it feels so realisticBut also fantasyFilm can express fantasy in a realistic wayImages and sequences able to be manipulatedStop the motionStop the filmingChange the sceneStart filming again(When you play film back it looks like stuff appear or disappeared out of nowhere)(Ex: women getting head chopped off, realistic portrayal, technology does this ^)Simulated setsCamera has no depth perceptionSo you could create backdrops for films that were fantasy but looked realistic—2D backdropsMultiple exposureShoot a sceneRewind the film, cover part of the camera lens with black clothShoot a second scene on the same filmResult: you combine two scenes together that look like they have been shot at once but actually combination of two different scenesAnimationFabricate imagesAnimation could increase fantasy because you could make your own image and take a picture of itMore control over the images, greater fantasy“Cel” animationTechnique by DisneySnow White—first animated film, employed 750 artists to paint these images, 1 hour movie: 86,400 cels, multi-plane cameraClear celluloid: Background sceneSecond piece: charactersLay second on top of first and photographLay next piece on same background, etc.Put into sequence –that is your moving imageEarly Television advertisingUsed all these toolsRudimentary animationMaking fantasy more realPioneered by monster moviesProsthetics – used people but use makeup to look more realDigital movie making- really makes more realistic fantasyFabricate images and actionChange content of filmed real actionDigital: CGIComputer-generated imagesFabricated images = greater fantasyMore labor efficientDigital: MorphingAnother movie technique to make fancy imagesOpposite of stop motionSteadily turn one thing into anotherDigital: Time SliceMultiple camera shots of the same sceneMap shots onto digital 3D gridThen you can move a camera around and take whatever shot you want toP.O.V. through computerFocus on subjectDigital: Motion tracking“brute force animation”Ex: Filmed live model and put it into computer as a graphicuse body motion to fabricate animationDigital: Face trackingUse motion tracking on facial expressionsGreater realismTurn back toward stagingMuch more expensive and difficultGreater realism“Gee whiz” valueVideo production key pointsMaking video adsCreatives: create script and storyboardThat is all, no camera or shootingOutside production company: does everything elseThis partnership makes video ads possibleAds and representationAds have to represent fantasy as realistically as possibleAnalog: film editing, prosthetics, animationDigital: CGI, morphing, time slice, motion trackingTurn back toward creating stagingADPR 3100 1st Edition Lecture 19 Outline of Last Lecture I. The PitchII. The StoryOutline of Current Lecture -Video Productiono Storyboardo Production-Medium of moving imageso Fantasy/realityo Editingo Animationo Digital Current Lecture Script vs. finished ad- Creative team: script and storyboard (a set of small hand sketch pictures that go along with certain spots in the ad), show this to client before they go to making the ad, need to make sure they like the ideao Dialog o Major scenes o Suggested camera shoots and transitions, if crucialo Music, if crucial - Outside production company (the one that actually puts things together)o Casting (decide the casting)o Blocking (where the talent stands and what to do with it)o Directiono Specific camera shots o Editing o PostproductionThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Example: Bud Light- Example of how much an outside production company adds - Key message: guy will do whatever it takes to get some bud light - “Rough Choice” script- Moving images and advertising, people in the agency don’t make the ads, they start it but production companies finish  Ads and representation- Advertisingo Not what people do What you see in advertising is not what real people do, it is not a documentary or trying to show literally what people doo How people dream This is what an ad shows you, how people wish things were- “Compelling dreams” Motion as visual perception - Psychology of perception - Early demonstrations o A lot of people made demonstrations before their movieso Zeotrope Fills in the gap between the slots, so it looks like continuous motion Film- Mimetic o Film is a very mimetic medium, pictures looking realistic, film is relay good at this because the image you get on film is etched into it by light waves  Light etches actual image- Compellingo Because it feels so realistic - But also fantasyo Film can express fantasy in a realistic way o Images and sequences able to be manipulated - Stop the motiono Stop the filmingo Change the sceneo Start filming againo