Client project- uNIT 46.
P1- Analysing Existing Work:
​
CANCER rEsearch:
-Purpose: The reasoning for 'Cancer Research' advertisements is to give a truthful insight into lives of those affected by cancer and they also show the impact of research on the lives of cancer patients. Also, to show what the NHS provides and how they do what they do to help cancer patients.
This 'Cancer Research' advertisement in particular is about a little boy, Adyan who was diagnosed with acute myeloid leukaemia in March 2015, aged 2 and since then has had chemotherapy and a bone marrow transplant.
It's giving a 'truthful insight' into Adyan's life and showing those who have helped towards 'Cancer Research' in terms of donations of how much it is has changed his live and others.
​
-Form: The form of this advert is a promotional audio/visual with a duration of 40 seconds. As there's dialogue within the backing and visuals, as it's an insight into those lives who are affected by cancer. This advertisement is filmed in a homemade style so there are no retakes of the shots collected. The setting is in a hospital ward where there are patients going about their timings, doctors and nurses helping.
There are general views about the hospital, but most footage is a focus on Adyan and his story.
​
-Content: The content of this 'Cancer Research' video is an advert of what was mentioned in the Purpose- to show what the NHS provides and how they do what they do to help cancer patients'. It also has shots of Adyan and a doctor/nurse sat with him going through 'head, shoulders, knees and toes' to help him through a tough time. Then, shows how with the help of others what a differences to his life that makes. He's parading through his school, laughing and having a good time with his friends. There is a mixture of camera shots ranging from close-ups to portrait shots from a mobile phone.
​
-Meaning: Cancer research is a research into cancer to identify causes and develop strategies for prevention, diagnosis, treatment and cure. Cancer research ranges from epidemiology, molecular bioscience to the performance of clinical treatments.
The homemade style seen within this video portrays honesty and helps us relate as an audience.
The close-up shots are used to convey the expressions and emotions that Adyan is going through with his experience of cancer.
​
-Genre: Social documentary/reality/health & fitness.
​
-Intended Audience: The audience for this 'Cancer Research' TV advert and for any advert like this would be 15 +, as they are at an age where they understand better and they are more aware about the surrounding than a younger audience.
In terms of donating towards 'Cancer Research UK' the audience would be 25+ because they have a steady income and are able to donate when necessary.
Change for life:
-Purpose: The purpose of the 'Change4Life' campaign is to encourage healthy lifestyles' among families by helping them to eat better, move more and to prevent young children from becoming overweight. It is also to keep you aware of what you are letting through your bodies every time you pick up a piece of unhealthy food or drink.
Being aware of what you're eating can be very useful.
​
-Form: The form of this advert is audio/visual animation promotion with a duration of 50 seconds of the 'Change4Life' campaign that was launched in 2009 and since then has kept it's stance and produces more promotional videos.
Animation is used throughout, with a family eating and then being shown by a 'human hand' what they are intaking into their bodies. This advert didn't take a short time, it took a long time to make as it's animation and that process takes a long time.
​
-Content: The content of this promotional video for the campaign, 'Change4Life' is an animated family, sat on their sofa watching television, eating unhealthy food and drinks. They continue to sit and eat away, not really being aware of what they are consuming until a 'human hand' appears, picks them up and moves them away from their television to show them what they are really consuming through what they are eating and drinking.
They are aware of what they are now eating, receive a 'Change4Life' food booklet of what they should be eating properly and start following that.
​
-Meaning: The meaning of this 'Change4Life' advert as well as others created is that it is a public health programme in England which began in January 2009, run by the Department of Health. It is the country's first national social marketing campaign to tackle the causes of obesity.
Having used the animation characters is allowing the campaign to incorporate the colours in their 'Change4Life' title and also represent a variety of genders, body sizes and family dynamics.
​
-Genre: Animation/health & fitness.
​
-Intended Audience: The audience for the 'Change4Life' campaign is particularly 1.4m families with 2 years old and 1.6m with 2-10 year olds as they are more at risk of weight gain, but pregnant women (an ever- changing universe up to 600,000 at any one time).
P2- production process:
Our clients is the NHS and Medical Mavericks, they approached us with the task of filming their event that will be held at Bristol Metropolitan Academy. The event is a series of workshops promoting the different types of roles within the NHS and what they do.
The event being held will be spread out through the whole day, 9:30 to 2:40 and there will be 100 students across different schools in Bristol and they will be split into 3 groups throughout the day.
Our goal across the day is to be able to film the individual workshops the 3 groups will be taking part in and then we will to editing to create a 2-3 minute promotional video of the NHS and Medical Mavericks event.
​
Treatment:
The purpose behind our film is to promote the NHS and Medical Mavericks event for schools where they give students the chance to get hands on experience with some of the equipment provided from the NHS and Medical Mavericks with the bonus of having the chance to talk to some of the employees of the NHS to help get vital information and guidance into how to get involved in the line of the NHS work. This event being held at Bristol Metropolitan will educate the students about the opportunities they'll have within the NHS if they chose to go into the medical industry.
​
The genre of this short film will be promotional as it aims to advertise the NHS and Medical Mavericks event. This commercial will allow the audience to be aware of the event and its activities taking place and peoples opinions of the workshops and speeches through the day. The duration of this short promotional video will be for 2-3 minutes and the footage used will show of the day like a documentary of activities and speeches so the short video could also have a genre of a social documentary.
​
The target audience for this promotional short video will be year 9/10 students based in Bristol. The age of the year group would be between 13-15 years of age.
It is likely that the NHS will be looking for those individuals who want to progress onto a University pathway Post 16 as they will have valuable and required qualifications that is needed for the jobs within the NHS and with this information, we can take a guess that the NHS will also be looking out for young people who are middle classed and upwards as they will need to pay for higher education.
​
The client is the National Health Service(NHS) who are the public health services of the UK. They were established in 1948 as one of the major social reforms following the Second World War. The founding principles were that serves should be comprehensive, universal and free at the point of delivery. Each services provided is a comprehensive range of health services and free for the residents of the UK.
Conservative MP and Health Minister, Henry Willink. first proposed the National Health Services in 1944 with the publication of a White Paper 'A National Health Service' which was widely distributed in full and short versions as well as in newsreel by Henry Willink himself.
​
The outline for this audio and visual product is that we have a 2-3 minute video that shows off all the activities that take place during the day and to have it packed into the best bits. The footage captured will consist of general views of each individual workshop combined with dialogue from footage and music to help put together and set a tone to the film.
The opening of this short promotional video will be assembly sequences which will help to communicate to the audience who is there and what the whole reasoning for it is. There will be various different shots of the workshops taken from throughout the day, interviews of the NHS and Medical Mavericks staff, students who are there taking part and an occasional depth insight into each workshop. Also, the promotional video will contain several graphics that will be provided from the clients that they would like us to use once we get to editing.
​
*Nothing here for character breakdown.*
​
The visual elements that will be included is the natural lighting of each set as we'll be filming through live events and we would be unable to carry around and place lighting around without not being in the way. Camera movements will be quite simple to do, titling, panning and following shots as we will be very limited on the use of equipment.
When editing that will be simple too, the editing pace will be fairly quick, as there's 4 of the group to help and it will be paced out by the music being used in the background. We thought and as a group we want to create a fast paced video, as it will be more enjoyable to watch instead of it being slow paced and a bore to watch. The setting in terms of where this film will take place is Bristol Metropolitan Academy, but mainly in the main hall, 1 classroom and the sports hall.
​
The audio for this promotional video will include royalty free music soundtracks that will play throughout the video and it will set the pace for editing. It will also be placed alongside clips of audio from the workshops that was obtained with lavalier microphones and shotgun microphones used during the shoot. As of writing, it is very unlikely that we will be using any sounds because we, as a group cannot foresee any reason where they could be used.
​
Our rationale for the reasoning with working with the NHS and Medical Mavericks was because it was our last option due to some difficulties with our last clients. Past that, the NHS are a great client to use as we will be able to say that we have work with a large organisation and with what they are asking of us will be able to help us build our video shooting skills.
​
Our group was split in to two teams. First: Aylisha, Director, stationary camera and audio operator -Harrison, General views camera. Second: Ben, general views camera - Matt, stationary camera and audio operator.
Regarding editing that will be taken on by Matt and Harrison with input from me and Ben.
​
Kit list:
-6 Canon 700D's.
-3 50mm prime lenses.
-3 18-55mm zoom lenses.
-6 SD cards.
-3 Tascam 60D's.
-3 Rode Shotgun microphones.
-3 Tripods.
-1 Monopod.
-2 Shoulder mounts.
-3 Closed back headphones.
​
Storyboard:
production schedule:
location recce:
risk assessment:
budget:
-6 Canon 700D's.
-3 50mm prime lenses.
-3 18-55mm zoom lenses.
-6 SD cards.
-3 Tascam 60D's.
-3 Rode Shotgun microphones.
-3 Tripods.
-1 Monopod.
-2 Shoulder mounts.
-3 Closed back headphones.
​
Total: £5010.
legal and ethical issues:
During any production there is always legal and ethical issues to consider. The first legal issues that could occur throughout production of this promotional video is copyright, as we will be using elements that we will have to take from other sources for example, the music that will be playing during this promotional video. The music that we will be using will be from a royalty free website or creative commons and it will also need to be available for commercial and personal use, as the video is most likely going to end up on the internet as it's a promotional material for the NHS.
If we do not follow the copyright act of 1988 could potentially result in a lawsuit between ourselves, the NHS and Medical Mavericks and the owner of what content we used. Another legal consideration is getting together permission from those who are attending the NHS event and who are going to be filmed for footage and evidence throughout the day. Model release form will be sensible way to point those who do not want to be filmed, but anyhow we will be filming secondary school students it's most likely that the schools have already documented who do and don't want to be filmed.
​
To ethical issues, that's another major thing to consider through production. It is vital that we record all students taking part in an appropriate manner and show off every student equally regarding gender, race and religion. Pinolysising a certain person in a negative way again regarding: gender, race and religion can be seen as an act of defamation and can affect the video, as it's representing the NHS as a public health service.
certification:
For this production, we were able to film the NHS event at Bristol Metropolitan Academy where we were at the time attending through our media course so we didn't fall in with the permission of location use. However with the event, we did have to get permission from schools that were attending to be able to film their students for the NHS. With the Academies that attended, we g0t the permission off of 5 schools to be able to film so it wasn't that difficult because during the event the students were split into groups.
p3-sample footage, explanation:
On filming day, we gathered all of the equipment that we needed and started to adjust camera settings to make sure that all evidence footage were similar in terms of aesthetic as we had every DSLR camera running at the same time on the same setting and it would reduce the amount of time that we would spend colour grading through post production. All DSLR cameras used were recording at 1920x1080p with a cloudy white balance and standard picture outlook.
​
Down to camera kits, each still camera contained a DSLR camera, a 50mm prime lens and a tripod to keep the camera still and these kits could also be paired with microphones depending on the workshop.
Collecting general views, cameras used both shoulder holders and monopods in addition to a zoom lense the kits used helps the camera operators to get a variety of various camera shots without taking out a lot of space or becoming annoying throughout the event workshop.
Our group were split into 2 different groups within and consisted of both general views camera operator and a still camera operator to which one of the groups took time recording in the main hall where half of the students were sat and the workshops followed after in the main hall and the second group were based through a set classroom and the sports hall recording the various workshops that were happening there.
Being a live event, we did lack a storyboard because we didn't have an idea of what was going to go on throughout the day, but with that we did agree together on a 'vanila' simple structure that the final promotional video would follow.
​
As a group we picture that the promotional video would start off with an existing graphic from the client or an pan shot of Bristol Metropolitan Academy with the clients graphic overlaying. The video then would consist of the highlights within the workshops in a fast succession before slowing it down and focusing more on the workshops with added audio for the interviews being taking with a staff member or student participant.
Sample footage:
keeping to the storyboard:
p4-final production:
rushes logs:
offline edit:
Above is a rough draft of our offline edit and what the first minute of the final video will look like. The graphics used to open the short film will be brought along with a patterned backing or shots of Bristol Metropolitan Academy once the collective footage is together. The music that will be used will be royalty free and it will also set the pace of editing for the collages seen however, when an interview is shown, it is highly likely that the music will be lowered and may be faded into a calmer song so it doesn't take the focus of the interview audio.
​
The editing place is rapid which opens an important and attention grabbing tone so viewers will come into watch the short video as they might be intrigued about the flashing on the screen. This tactic helps the video to be an effective advert.
A change that could be welcoming to this video would be a slight colour correction as the current collective footage is flat and needs a lift of positivity which is what you would like within an advert.
​
Through editing, we may add in subtitles along side the interviews so there is a clear understanding of who we are interviewing and what their profession is within the NHS. Also, to highlight the important phrases they say throughout the interviews so that the audience do not miss any vital information.
Viewing the footage, some of it is quite shaky so it's likely that we will be using a stabiliser and applying that to our final video to show off a professional appearance to the clients and audience who will be viewing it.
final edit and client feedback:
'This looks great – it would only be your expert eye that picks up issues with light and logos.
Were the students putting together a longer film too? They were going to produce a 2 minute promo and then a longer more in-depth film the schools could use to show what went on as a careers tool. I think that was the original plan, but there is no hurry for that one.
Thanks for the students impressive input.
Rhona.'