B-TEC Extended Diploma in Creative Media Production

Unit 28: Corporate and Promotional Programme Production

PRODUCT/TITLE: Beach

Narrative Structure

(Presenter Led or VoiceoverStoryline, Linear/Non-Linear)

The narrative structure of this is non linear because there is no clear structure or story to the video. The video was a success however because it fits the purpose that it was intended for. This wasn’t made for a story, but rather for a conference opener and by having different names all situated around a location of which is synonymous with the brand. The visuals use text to drive the narrative of names of people in the brand and uses cinematics to create good looking and creative shots.

Mise-en-Scene

(Location/Set, Props, Costume, Make-Up)

The location setting of the video is important because it fits with the brand identity. This was important because as this is a video with no story, or music leading the narrative. The cinematic shots are composed really well, with a colour tone that all work well with each other and are consistent throughout. The composition of the shots are shot really well in terms of how its framed as well. This was obviously a key element because of how many of them there are, this is to really show off the location and use the potential of the setting to its cinematic best.

Sound

(Sound Effects, Music, Voiceover/Dialogue, Diegetic/Non-Diegetic)

The sound track of the video is a calm tone, this is to create the connection with the semantic field of the beach, that it’s relaxing, calm and a place to wind down. Which is what the video is trying to create, this atmosphere of calm. This is also emphasised in the cuts of the video with them being slow paced enough to show the full field of view and slow down the pace of the narrative.

Editing

(Graphics, Techniques, Pace)

The pace of the video is a slow cut type of video, where this helps make the cinematic shots a lot more meaningful as the viewer can take more of it in. Otherwise these shots, if the cuts were fast, would go to waste completely. The graphics on the video are hardly existent because of the use of visual effects rather than special effects. There was a heavy emphasis on this all being done throughout the use of real characters rather than CGI characters.

Which works very well with the cinematic shots, because of the lighting and shadows being in the same tone of the colours of the videos. With the white colours being a yellow tinge off the sunlight.

Lighting

(High Key, Low Key, Natural, Artificial)

The lighting is natural high key lighting. This creates the cinematic shots more real looking and visually pleasing. This is because the video needed to capture the imagination and attention of viewers by just stating names and nothing else. Therefore the use of lighting was key to keep the attention spans of the viewers because of the long cinematic shots.

Cinematography

(Angles, Framing, Shot Types, Movement)

The cinematography of this video was the key area that the video creators were aiming to target.The angles included a whole host of wide and close shots at high and low angles to cover all the bases in terms of creating a cinematic masterpiece. This was effective because it creates a diverse video in which makes the attention span of the viewer not get lost and for them to be always hooked onto the video.The framing of the shots complies with the basic composition rule of the rule of thirds. This is to make the key areas of the video be in the correct frames of the video and to make an interesting shot, that isn’t visually boring and creates a professional look and feel to it, as if the audience are watching a film.

Stereotypes and Representation

(Gender, Race, Sexuality, Regional, Religious)

Stereotypes are not shown throughout the production of this video because it mainly features cinematic shots without any human interventions. It purely relies on the environment.

Target Audience

(Demographics, Psychographics, Geo-Demographics)

Target audience for this video would be to help capture the minds of the people in conferences and events. This is why the video had such a film look to it because of how much the composition of the video needed to be the spine of the whole video to get the target audience of people in the widest range of demographic possible to connection to them through the medium of professional filmmaking.

Function or Purpose of Video/Message The purpose of this video is to help cover a broad range of demographic over a large grouping of people, therefore by creating a video such as this one it creates a film type looking corporate video, of which helps re enforce brand identity and create a positive tone regarding the whole brand.