So, you have learned about Moving Image. Time to have a proper go yourself.

Brief

You will have around three weeks to research, plan and make an ad for an Apple product. You can work individually or in a group of up to three people. (Bear in mind that an ad made by three people should be three times as good as one made by an individual!) All footage and logos must be made by you. Music may be found. Finished videos should be no more than 40 seconds long and should be embedded on the 'Video' page in 'My Portfolio' on your website.

 

If you are feeling ambitious, there may be opportunities to make ads for other products, though you will be expected to be more independent with this option, and it will probably appeal to more experienced or confident students. You will need to choose your own product and conduct your own research. Negotiate with your teacher. 

Pre-production

Storyboard template

MAKE A PRODUCTION SCHEDULE. You have three weeks. Decide how that time will be spent. (Tip, you need far more time for pre-production and post-production than for the actual production.) Write important dates down on a shared calendar. Make sure you include a date for the rough cut which you will send to your teacher for feedback. See here for pre-production checklist.

 

DO YOUR RESEARCH. See here to get started. Remember you are researching, not watching TV. As such, this needs to be active - decide how long your desk research is going to take (a lesson?), pay attention, make notes, learn about the conventions used in constructing the Apple brand, decide what models you want to use or what ideas you want to adapt.

 

DIVIDE UP THE JOBS. Someone needs to book equipment. Someone needs to find (and go to, and photograph, locations.) Someone needs to find and direct trustworthy actors. Someone needs to make the storyboard.

 

 

Pre-production checklist

production

BE ORGANISED. You will have been taken through set protocol - at some point in your filmmaking career, you will realise that things are done in a certain way because it is more efficient and efficiency is exactly what we are after. So, remind yourself about how to behave and organise yourself!

Set Protocol

Work through your shot list (or your storyboard if that's all you have.) Make sure everyone is doing their job. Cinematographer should have eyes glued to the camera screen. Sound designer should be wearing headphones and making sure sound is clean and usable. Director should be working with the actors, making sure they are performing the way they have to. HOLD EACH OTHER TO A HIGH STANDARD.

 

If in doubt, do it again. It is vastly better to have too much footage than too little.

 

Be flexible. If the weather lets you down, re-plan quickly and move inside. If your camera battery fails, use your phone to film while it's recharging. If your actor doesn't turn up, you're the actor. And so on. Filmmaking is all about solving problems.

Post-production

Hopefully, you have worked efficiently and well and given your editor enough time to edit and to demand pick-up shots if (when) they are needed. Get the sound AND the footage to the editor as soon as possible, because they need to work together. Insist that your editor produce a rough cut for you and your teacher to consider. They should be following a workflow something like; log footage, assembly cut, rough cut, final cut, graphics, animations, colour balancing. Export and upload.

Student work

Assessment

Your REAL assessment criterion, as ever, is to make something which provokes a genuinely impressed reaction from people. However, the 'official' criteria are here. Your teacher may choose to apply all or part of the criteria - make sure this is clear at the start.

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