1. How does your product use or challenge conventions AND how does it represent social groups or issues?
Similar to most Nike commercials, our commercial seeks to display our product in an everyday setting but being used to defy the conventions of that setting. Specifically, our scene starts off with a panning shot to show a student in class waiting for the bell to ring. But after a cutaway to show the clock, the actor, instead of walking out of class like every other student, sprints out of the classroom, slides down the stairs, and even jumps over a ladder. Therefore, the commercial is trying to represent those who stand out thus appealing to those who live average lifestyles hoping to change that.
2. How does your product engage with audiences AND how would it be distributed as a real media text?
The intended audience of this commercial are younger individuals who want to stand out and defy expectations. We do this by beginning the commercial establishing a relatable setting for almost all students, but instead of doing what they would have typically done, leaving class calmly, the commercial shows that by wearing Nike the consumers can defy the norms of society. But at the end of the commercial it reminds the audience that the actor is just a normal person who can be clumsy and trip showing that anyone can do what we just saw the actor do when they have the right apparel on. Since the audience is younger, putting the commercial following shows that have a watcher demographic of younger people would be the most efficient way to distribute the media.
3. How did your production skills develop throughout this project?
Although going into the project my group and I had a set plan on how we wanted to create our commercial, following that plan wasn’t as simple as that. Time management was probably the most important skill that I developed working on the film. With only two days for filming, fitting all the shots we needed to film into a total of 3 hours was definitely hard at times. I had to figure out how to improve the time it took to film a shot without sacrificing the quality of that shot. We did this by doing several practices runs of each shot so it would only take us 1 or 2 takes to get the shot right. Similarly, my planning skills by creating my storyboard improved significantly. What started off as just a simple concept in my head now had to be a 6+ panel story board that was due by the end of class. I was able to complete it by picturing in my head how the commercial would go from shot to shot and eventually landed on 9 shots that we couldn’t change too much once filming started.
4. How did you integrate technologies – software, hardware and online – in this project?
Throughout this project we used a culmination of software, hardware and online to make our commercial. To start off, we used hardware like my iPhone to record all the shots. After we finish a shot, we would go back through all the takes and would favorite the one we liked the most so that by the time we edit we know which take was the best. During the editing process we used iMovie as our editing software due to it being free and simple to use. It allowed us to do everything we wanted to without any complications. And lastly, we used YouTube to find all the songs we wanted to try for our commercial.
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