Video Production-Process-Storborad-Production-Medium of moving images-fantasy/reality-editing-Animation-DigitalProduction ProcessScripts 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-PostproductionExample: Bud Light- Key Messageo Guys will do whatever to get a beer.o “Rough Choice” Script o Choice between toilet paper and beero DDBNeedham Chicagoo Reactor Films Moving Images and AdvertisingAds and Representationo Advertising o Not what people doo How people Dreamo Complelling dreamso Fantasy but seem realo Meassage nee to be: o Be capable of fantasyo But also seem to be real tooMotion as Visual Perceptiono Brains fills in visual gapso Early demonstrations - ZoetropeFilm o Mimetic Mediumo Mimesis: represent something that seems real- Light etches actual imageo Compellingo But also fantasyo Images and sequences able to be manipulatedo Stop Motiono Stop the filmingo Change the sceneo Start fimling againo Jump Cut=cut piece of film out rejoin new ends o Stop motions: Jump cuto Simulated Setso Multiple exposureo Shoot a scene o Rewind the fims, cover part of the camera lens with black clotho Shoot changes sceneo Bothe Scene Further developmentso Animationo Fabricate imageso More control, greater fantasy“Cel” Animationso Backgroundo Only figures on separate sheets of clear celluloido Photograph each “cel” on backdropo Play as filmed sequenceo Pioneered by Disneyo “Snow White”o 750 artisto 1-hour movies: 86,400celso Labor intensiveo Multi-plane cameraEarly Television Advertisingo Rudementary o Stop mpotions, Jump cut, multiple exposureGetting more ‘Real’o Prosthetico Movie Makeupo Pioneeres by o Real actorso Greater realism/fantasyDigital-Fabricate images and action-Change content of filmed real actionDigital: CGI-Computer-generated images-Fabricated images=greater fantasy-More labor efficient-Wholly CGI, or combined with real footageDigital: morphing-opposite of jump cut-Slow change-Steadily turn onDigital: Time-slice-Multiple camera shots of the same scene-Map shots onto digital 3D grid-POV through ComputerDigital: Motion tracking-“Brute-force” Animation-Use body motion to fabricate
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