During this workshop with photographer and film maker Vivek Vadoliya we was asked to create a 45 second advert promoting a sports trainer. The task was designed to help us gain an understanding of how to use a treatment to make creating a piece of work easier for the photographer/filmmaker as well as the client to gain a visual understanding of the layout out of the video. Creating a treatment involves creating a mood board, shot list, narrative, audio, colour pallet and visual inspiration. By planning all of these elements, makes the creation of the video a lot easier. Treatments are a useful way of pitching to clients to give them a clear understanding in what you are trying to achieve.

Prior to shooting the advert, me and my group made a treatment plan looking into how we are going to approach the video. Having a shot list really helped us stick to a theme, it kept filming relevant to the brief we created. Our focus was to create an advert that would advertise nike trainers for everyday commuters. We used brightly coloured trainers to make the shoes stand out amongst the dull urban background. The idea was to create a fast paced trainer advert and I think we portrayed the idea well. Overall I am happy with the end result of the film. It was good practice creating a treatment as I am going to use a treatment to plan my own video. I really enjoyed making the advert and my the group that I was in worked really well together as a team.

This iconic fat boy slim video was directed by Matt Schoolgirls accompanied by Brian Teyssier. The song and video were released in 1999 and featured Spike Jonze performing with The Torrance Community Dance Group. The performance was set in a cinema in Los Angeles. The music video was a break through dance video and was nominated for several awards including best break through music video. The whole music video is shot in guerrilla style, which means the video used minimal props and was created on a very low budget of only $800.

I have chosen to look at this particular video because of its simple nature, a video like this could be relatively easy to produce in the time frame and budget I have for this moving image unit. The video is shot in one single take on a simple home video camcorder. The video has such a simple concept but is so effective in providing entertainment for the audience, it’s the kind of music video people want to watch over and over again. The Praise you video was a revelation to the music video industry and has become one of the most influential dance videos of all time. This music video shows the world that you do not need a big budget to create something great.

There is elements of this video, that I am going to use as inspiration for my own production. The fact that I do not need to use a top of the range camera to create a good video. This video has pushed me to develop a strong concept for my music video. A concept that can be represented through guerrilla style production. I would like to incorporate some kind of dance or emphasised movement in my music video. The art of film making sits hand in hand with the art of performance, whether that be through dance or music.

The Verve’s Bitter Sweet Symphony music video is one for the industry’s simpler styles of music video the director Walter A. Stern is a well known music video director. Stern has worked with many musicians over the years some of which include; Madonna, David Bowie, Bloc Party and Nine Inch Nails. Stern first came to fame when he directed the promo for a band called The Prodigy. Walter Stern continued to collaborate with The Prodigy and directed some of their most well known songs ‘Firestarter’ and ‘breathe’ in 1993. This particular music video caught my eye because it gives me a reachable goal for my own music video.

Even though this video for the Verve is one of music’s most iconic videos its not shot using a great deal of props or special effects. The video just uses one tracking shot of Richard Ashcroft walking down an average street, while mouthing the lyrics from the song. I feel that this style of music video is achievable in the time that I had to complete this project. I chose to look at this particular music video because I was draw to the use of camera technique. This style of tracking shot keeps the audience engaged, its appears that the audience is walking with the singer on his way down the street. Tracking shots allow the audience to feel as if they are moving with the actors as they make their way through a scene. For my own music video, I plan to demonstrate a similar kind of tracking shot as the one Walter A. Stern uses in the Verve’s music video.

Over the summer I had the amazing opportunity to work as a photographer at Glastonbury working for clients such as; the BBC, Sliver Hayes, Glastonbury on sea and Block 9. During my time at Glastonbury I spent most of my time with Block 9 working with them on their amazing IICON Stage. I have chosen to look at the IICON stage as inspiration for this moving image because of the visuals that went into the stage. The stage featured a 20-foot head with the stage being located in the middle of the eyes. The IIcon stage is the first of its kind. The team behind Icon have been working on the project for 11 years. The stage displays incredible visual video footage. By using advanced laser mapping technology, images are projected in 3D onto the stage itself.

I am not expecting to create a piece of moving image anywhere near as advanced as the one used on the IICON stage; however, I want to use the visual effects as inspiration for my moving image piece. The way the images being projected onto the stage complemented the background music was extraordinary. For my moving image piece, I hope to create a music video, so looking to the IICON stage of inspiration is a good way to get my project started. The images where created by several artists and photographers such as my uncle Martin Perry. The footage included dancers, human form, nature and the audience themselves.
It was important that the choice of music went perfectly with the images being used. This is an important lesson when creating any kind of video to music. In order to make a successful video the music and imagery must harmonise perfectly. The images for the stage were created both in a studio and in the outside environment. By mixing all the video elements together.

The close up– The close up shot is one for cinemas most well known camera techniques. The close up shot is used to show the details in the scene. The close up is designed to show the audience certain details in the scene that otherwise would be missed. Close up camera angles can be used to show the emotions in the actors face. As scene in Martin Scorsese’s Mean Streets 1973. Scorsese uses a sequence of close up camera angles to show the actors intoxicated state. By strapping the camera to the actor himself Scorsese has captured the emotions and the moment of the actor, making us as the audience feel like we are in the mans state of mind. Close up’s direct the audience to important details within the scene.

Tracking– Tracking is a specialist camera technique seen in many films. Tracking allows the audience to make sense of chaotic scenes. The camera says fixed on the actor while they move through the scene. A great example of tracking is Max Ophuls’s The Earrings of Madame De made in 1953. Ophuls was one of the first film makers to use the tracking shot. The camera follows the actress as she walks around her bedroom, the camera follows her, showing the audience only what the actress is looking at herself. The whole scene was shot in one take. The camera flows beautifully through the scene following the actress through the room. Even though the scene is busy, tracking allows us as the viewer to maintain a sense of order.

Slow Motion– Slow Motion is an effect used by many film makers. By using slow motion a director can emphasise detail in the scene that would otherwise be missed by the viewer.  A great example of slow motion used in cinema is Wong Kar-Wai’s ‘In the mood for love’ One of the scenes in the movie is shot completely in slow motion. This makes the audience pick up tiny details in the scene that Kar-wai wanted us to see. The way the costume the actors are wearing flow though the scene adds a seductive quality to the scene. The cleaver technique elevates what would be an ordinary scene during the film.

Time Lapse– Time lapse is a camera technique used to show the passing of time with in a scene. A good example of time lapse used within the film industry is George Pal’s The Time Machine made in 1960. During a scene where the actor is seen in his time machine, a manikin is used to show the passing of time as he moves throughout the years. Time lapse is used to show the gradual changes to the models outfit as time moves on. Each time the outfit is changed a quick photograph would be taken, this is repeated over and over until it appears the model is changing clothes at a constant rate. the use of time lapse helps the audience to understand the changes in time zone.

Stillness– Stillness is a popular camera technique often used to introduce a character or point out important detail within the film. A great example of stillness is Danny Boyle’s Trainspotting. Stillness is used at the very start of the movie to introduce the characters one by one to the audience. Each still shot brings out a part of the characters personality to the audience, helping them to connect and build a relationship to the characters. Stillness is a good way to profile each character so the audience can familiarise themselves with each character in the film.

Focus– Focus is a technique to draw the audiences eye to a certain element of the screen, focused is used to make the audience look at a certain part of the scene. Focus is a useful tool because it helps directed the viewer to connected with the right part of the scene at the right time. Without focus the audience could become confused or distracted by the background activity. An example of focus is in the film ‘Young Victoria’ by Jean-Marc vallee. The scene where Victoria is seen sitting in a banquet hall uses a great amount of focus. The focus really helps the audience make scene of the crowed space and follow the story.

Frames in Frames– Framing is a very important part of making a good movie. Framing can be used to portray symbolic meaning in movie scenes. An iconic use of good framing is Wim Wenders ‘Paris Texas’ made in 1984. In this scene shown below, the actors are communicating through a one way glass. The male actor plays an abusive husband talking and watching his wife through a mirrored window. This still shot shows the characters relationship, the abusive husband has consumed his wife and taken over her mind and body. This scene is a great metaphor for the relation the characters have, acting as a meaningful symbol of what is to come in the movie.