Material Analysis: Stop-motion animation Evidence of development of further material (LO2)

Initial ideas and plans:

This inital visualisation aims to show the opening frame of the video i plan to make. I have also written around the diagram showing why everything i have chosen to include suits the company and our target audience. 

Development:


I used a lot of equipment when creating this advertising. this is shown below:

As can be seen i have used to soft-box lights a camera slider held up by two tripods and a DSLR camera to capture the images I will use in editing [Note this image was taken when i was taking the overhead shots] 

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Leather Bag Stop-motion Write up.

On Wednesday the 15th of March I will create a stop motion video to advertise the vintage leather bag company. This will be the second large piece of media for our campaign.
I will attempt to create a product that suits the brief as well as I can and therefore here I will write up some of the characteristics that the advert will possess.
Firstly here is an equipment list for the advert:

2x Vintage Leather Bags (one satchel and one rucksack)
1x DSLR camera
1x Camera slider 
1x Remote shutter
1x pair of headphones
1x pens
1x notebook
1x pair of sunglasses and glasses case
1x Amazon Kindle
1x Ball of yarn 
2x soft box lights
4x Floorboards (For scene floor)

 The reason that I will have items such as headphones, pens, notebooks and the Amazon Kindle for the advert is to try and appeal to the brief more. As can be seen where the brief sets our target audience. "Ideally the campaign will attract 17-30 year olds from the ABC1 grouping in both genders. The campaign will focus on the product as a fashionable yet functional range for young professionals and students. Due to the high value of the product the campaign designed should reflect this quality of the product." the items i have selected here should appeal to the Young professionals and students who have been sighted as a target demographic for the campaign.
Our advert is to be inspired by advertisements such as these

https://www.youtube.com/watch?v=nP0cSnJDYWE
https://www.youtube.com/watch?v=VI1xvY-_9Ls

I want to make the advert so that it shows the strong features  of the bag that the website emphasises such as the 

• Clips 
• stitching
• Pockets
• shoulder pads
• handles

                      
this should therefore be a video that will attract the audience we desire as well as satisfy the client who have asked us to create it.                          

The video will open with a close up of the bag which will then transition to track backwards and then the bag will do a 360 spin and then will fall to one side. The items i have listed above will then come into frame and appear to move by themselves into the bag filling it up. Following this the bag will stand up face the camera again, move to the far left of the shot and the other bag will crawl onto the frame, joining it. Finally the logo will appear ending the advertisement. 

In terms of music that will be used in the video we need to be very selective as that the music needs to be both in sync with the up beat style of the style of advertising that being stop motion, a basic style of animation that is usually used to connote simplicity and Cheerfulness. As well as this we must ensure that the music fits in with the vintage feel of the brand as a whole.   

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After doing this i went through the video frame by frame and deleted the duplicates in order to make it run more smoothly and by extension be a more proffesonal product. As well as this i edited out some framed which contained shadows and fingers.
The link to the unfinished cut of the advertisment is below.
https://youtu.be/OC5eTuUk21U

I intend to alter this cut however, by inserting shots from the overhead view of the bag that I have taken. This will make the videov more interesting when also accompanyed with the music that i also intend to add.

In order to add music to the advertisement I browsed several royalty free music sites (as that music which contained copyright protection would be unavailable to me) searching for music that fits the target demographic that we have chosen for our campaign. Therefore I needed music that was not overly electronic or relied on instruments that were not yet available in the time period people characterise as vintage (such as synthesisers or electric guitars.)
Eventually I decided on a piece of music titled "retro soul" which I feel suits the vintage theme of the brand as well as being upbeat enough to be used in an advertisement (as that an advertisement should always seek to make the potential buyer feel positive.)
I have linked the website where I downloaded the music below as well as an initial draft of the advertisement using the piece including the music that I created to visualise how the piece would appear with the music. Please note that I have not edited the audio here therefore it is far longer than it should be. Where the screen cuts to black would be where the advert ends.
http://www.bensound.com/royalty-free-music/track/retro-soul

A draft of the advertisment with the music (Note I have not begun editing the audio at this point so the video is far longer than it should be.)


After deciding on this piece of music I decided that it would be appropriate to create the ending of the advertisement. For this I decided that it would look best if the individual pieces of the logo created for our campaign appeared 0on screen. I therefore decided that the best thing to do would be to insert it into premiere as individual layers and make one or more appear on each beat of the song.

This section of the video is where the logo appears. each pink bar is a new PNG of part of the logo and the reason that they are all different lengths is so that they fit on each guitar strum at the end of the music peice I have used.

After trying this however I decided that the point in the audio that the advertisement ended on did not make for a satisfying conclusion. Therefore after listening to the track several more times I decided that it would sound best if I cut the audio when the text starts to appear so that the sound heard after that would be the more mellow part of the track which begins at 46 seconds. I then crossfaded the tracks together to make it appear as a more natural transition.

After this I decided to add the shots we took from the other camera angle. This would make the advert less mundane and therefore will engage more people as that it is seemingly more energetic.
The appropriate place to include the other camera angle would be where the  bag falls onto its side and the items begin to move into the bag.

Evaluation of breif

The Brief for our advertising project is as follows:

Briefing document: The Vintage Leather Company

Brief: The vintage leather company designs and imports leather accessories for the fashion market in the UK. Until recently their outlet through the website was their only method of attracting sales.  The company wants to revitalise its image and sales figures by developing a new multi media campaign for their products.

Ideally the campaign will attract 17-30 year olds from the ABC1 grouping in both  genders. The campaign will focus on the product as a fashionable yet functional range for young professionals and students. Due to the high value of the product the campaign designed should reflect this quality of the product.

Links to the website and all social media should be present. 

Taking the brief piece by piece we can more accurately put together what kind of campaign we need to make:
  
Brief: The vintage leather company designs and imports leather accessories for the fashion market in the UK. Until recently their outlet through the website was their only method of attracting sales.  The company wants to revitalise its image and sales figures by developing a new multi media campaign for their products.

 From this I can see that it will be important to take into account the designs of other brands when creating one for the vintage Leather company.This is of such vital importance as that it is also stated here that  "Until recently their outlet through the website was their only method of attracting sales." This line implies that the company relays heavily on their website and therefore need a look that will attract this type of Target audience. 
 I have therefore decided to use the styles of other websites and the way they appeal to their target audience in order to make targets for the Vintage leather Company's website and how we will edit it in order to make them appeal to their audience in the same ways that these companies attempt to do it. The companies i have chosen are "Levi's", "Converse" and a direct competitor to our company that being "The Leather Satchel Co."

The Home page of the Levi's website

The home screen of the converse website.

The Home screen of the The Leather Satchel Co

The Homescreen of our client's Vintage Leather Bag website.

There are a few things that can be determined from looking at the websites above compared to the vintage leather bag's company website. Firstly all of the other websites have their logos small in the top left corner so that it is the first thing that a visitor sees therefor the Vintage Leather companies website should do the same as to adhere with the conventions of this type of website. As well as this (aside from Levi's) the other websites all use a piece of iconography in their logos as can be seen below. 

As can be seen here the Converse logo uses a star which is also featured on their products.

The star can also be seen on the tab icon for the Converse website and the other logo employed by the site. 

 The leather satchel company has also chosen to include iconography for their product (in this case being a needle which would be used to stitch a bag together) for their logo. Again they have done this by making it a part of the logo and tab icon for the website. The use of iconography in order to make the vintage leather company's assets more like those of other companies is defiantly something we should consider when creating the new logo as well as posters, Web banners and video as that this should help to "revitalise its image."


  The next part of the brief states: Ideally the campaign will attract 17-30 year olds from the ABC1 grouping in both  genders. The campaign will focus on the product as a fashionable yet functional range for young professionals and students. Due to the high value of the product the campaign designed should reflect this quality of the product. 
There are several things that should be taken from this paragraph of the brief as that this is where the majority of our audience information is found.
Extracting this information we can get all the information we find the below information on our audience: 

• They are between 16-30 so therefore are either  a student or are in their early working life.
• They can be a member of either gender and therefore the website must appeal to both
• They are within the ABC1 group and therefore have a high amount of disposable income which they can use to purchase products such as the bag this website is selling. 

I have attempted to capture this target audiences interests in the moodboard I have featured below.

 The designs we make for this new advertising campaign must make sure to put an emphasis on the funtonality of this product. We therefore should use images of it in use to show that it is not a weak or easily broken piece of apparel.