1. How does your product use or challenge conventions AND how does it represent
social groups or issues?
As far as following perfume commercials, I would say my commercial follows the same energy similar previous projects. Many perfume commercials try to follow a light, airy, and freeing energy which I believe we represented rather sufficiently. Additionally, I used similar angles to showcase the products that could make the commercial comparable to previous projects, such as using a low angle shot and close-up shot of the product. This allowed me to show the product with better visibility and keep that light and airy feeling. Looking at the editing of the commercial, using spilt screens could maximize the visuals of the commercial and keep it high energy. I also followed the conventions of having a fast, high tempo, displayed by using a fast-moving montage of various clips of the product at the beach. Lastly, using a beach theme not only caters best to our target audience, but also helped to emphasize similar energy and sensations featured in commercials I researched before producing my own. With this, my project is targeted to the same audience bath and body works caters to, that being teenagers, of both genders. This helped to expedite the brainstorming process of the commercial because both Valentina and I are teenagers, meaning we hold a similar perspective to our target audience. This helped us make a commercial they would be most interested in watching.
2. How does your product engage with audiences AND how would it be distributed as
a real media text?
The engagement of the commercial starts with our introduction. I wanted to first set the scene and vibe of the commercial and make it comparable to a typical teenager's day, relating to the audience. It goes from a slow, boring scene to a fresh, new, fast-paced scene that brings all the energy and the engagement. The engagement is created mostly through the editing of the commercial. When filming, I captured many authentic moments of playing and relaxing on the beach to bring that freeing and relieving feeling. Then, I edited the clips in a montage format that all happens very rapidly to create that “wow” factor in the commercial that makes it memorable. Seeing as the commercial is marketed towards teenagers, to effectively distribute this commercial we would need to put it on platforms most used by that age group. As a teenager myself, I find myself mindlessly scrolling on all social media platforms. Using this perspective, it could be assumed that with the enaging features in the commercial, it would be received the best by being primarily marketed on social media platforms. Additionally, it is critical it is also distributed on standard TV ad slots for parents to see so they may recommend the product to their children, making our product marketed to both generations. This will maximize my commercial’s reach across my target market.
3. How did your production skills develop throughout this project? Since starting the project: how have you grown as a film maker? What have you learned? What do you like? What do you dislike? What career might you want now, what career do you know you never want now? What is the journey you have taken as a filmmaker?
Throughout the filming and production process there were various different filming skills I developed that I suspect can help me out in the long run. Looking at my growth as a film maker, I learned different methods to manipulate lightning and colors, as well as using non-diegetic sound. These different components helped me learn to create more engaging elements in a commercial that help make the product being marketed seem more desirable. Looking at my personal evolution of using different types of shots and angles, I found highlighting the product rather enjoyable. This project allowed me to experiment with different ways to highlight a product in an engaging way. The part of production that I found to be less enjoyable was editing, as I mainly spent this portion of production rewatching the million clips that were shot to try and find the best ones for the commercial. When it came to collaboration, I thrived when being given a direction that I could then grow into and expand on. This comes from my partner doing more directing skills while I more so helped creatively, to help best execute the ideas she presented. This shows me that regarding having a future career in film, I could see myself growing into a creative director decision. I also came to this conclusion as I was most helpful with the brainstorming elements of production and coming up with the concept and transitions later implemented into the commercial.
4. How did you integrate technologies – software, hardware and online – in this project?
The main software I found myself using was an editing platform named "CapCut”. Prior to this project, I wasn't very familiar with editing in general as it was never something I had explored. This platform helped me expedite the editing process as it proved to be very helpful in providing inspiration and assistance with combining scene and different sound elements. I discovered this platform through promotional content being distributed on social media. I watched many reviews that led me to believe this was a credible platform, and once utilizing the platform I’m glad to say these reviews were very trustworthy. “Cap cut” allowed me to use split screen and insert features to best combine all the footage we filmed. It also made it possible to add different stickers that helped add nice transitional elements to the commercial. Moving on to what was used for filming, I decided to use my iPhone 14 Pro. Although it isn’t some fancy set up, the camera quality on my phone is more than exceptional. Using a phone wasn’t only budget friendly but also very efficient in providing the best quality footage.
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