Video Production Process Storborad Production Medium of moving images fantasy reality editing Animation Digital Production Process Scripts vs finished ads creative team Script and storyboard Dialog Major Scenes Suggested camera shots and transitions if crucial Music if crucial Outside production company casting Blocking Direction Specific camera shots Editing Postproduction Example Bud Light Key Message o Guys will do whatever to get a beer o Rough Choice Script o Choice between toilet paper and beer o DDBNeedham Chicago o Reactor Films Moving Images and Advertising Ads and Representation o Advertising o Not what people do o How people Dream o Complelling dreams o Fantasy but seem real o Meassage nee to be o Be capable of fantasy o But also seem to be real too Motion as Visual Perception o Brains fills in visual gaps o Early demonstrations Zoetrope Film o Mimetic Medium o Mimesis represent something that seems real Light etches actual image o Compelling o But also fantasy o Stop Motion o Stop the filming o Change the scene o Start fimling again o Images and sequences able to be manipulated o Jump Cut cut piece of film out rejoin new ends o Stop motions Jump cut o Simulated Sets o Multiple exposure o Shoot a scene o Rewind the fims cover part of the camera lens with black cloth o Shoot changes scene o Bothe Scene Further developments o Animation o Fabricate images o More control greater fantasy Cel Animations o Background o Only figures on separate sheets of clear celluloid o Photograph each cel on backdrop o Play as filmed sequence o Pioneered by Disney o Snow White o 750 artist o 1 hour movies 86 400cels o Labor intensive o Multi plane camera Early Television Advertising o Rudementary o Stop mpotions Jump cut multiple exposure Getting more Real o Prosthetic o Movie Makeup o Pioneeres by o Real actors o Greater realism fantasy Digital Fabricate images and action Change content of filmed real action Digital CGI Computer generated images Fabricated images greater fantasy More labor efficient Wholly CGI or combined with real footage Digital morphing opposite of jump cut Slow change Steadily turn on Digital Time slice Multiple camera shots of the same scene Map shots onto digital 3D grid POV through Computer Digital Motion tracking Brute force Animation Use body motion to fabricate animation
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