The product we used, uses conventions in many different ways. One way we use conventions is when we had the characters wear clothes that represent our brand “Vans”. This appears to the audience that the people wearing “Vans” must really enjoy the clothing. Another convention used is Nick having a skateboard, then skateboarding and actually knowing how to do tricks. This creates the idea that people who skateboard like and do wear this brand. Using the natural light and having such a bright background makes the atmosphere seem happy and calm. We challenge this convention of calmness when Lesly falls down the stairs and says in frustration, “I can’t do anything in these”. My film represents all different races, ethnicity's, and genders. We showcase this by having four different stereotypes: the runner, regular citizen, model, and skateboarder. All with different jobs and lives, but they come together in the end to help this person who fell down the stairs because of their old worn-down shoes. The film embraces that not only can these stereotypical characters in “Vans” are the only people who can wear this brand, but a skateboarder, model, or even a regular person can wear it. “Vans” is for everyone. The film does not discriminate it has both male and female characters evenly. The main character of this advertisement is a young black male. Issues our film addresses is having things that need to be replaced. Things that can cause harm and trouble for some. Having shoes that literally are so old you trip and fall is no good. So that’s why we are advertising that you buy new ones that are reliable enough for running, sturdy enough for riding a skateboard, and fashionable enough to take pictures with.
Audiences will cling to our commercial because the opening scene is someone falling down. Your first reaction would probably be, “what happened?”. “Is this person okay?”. “I wonder what he will do next?”. Someone who finds people falling or getting injured as a humorous thing would also result in them wanting to keep watching. Following up is a scene of someone skateboarding, which would catch someone’s eye if that is something they were interested in or enjoyed watching. This is the first scene where our logo “Vans” is shown. “Vans” is already a popular brand, so people will definitely want to see how the company will represent itself and show the audience how they are the best brand. We will prove to the audience you should buy the items we sell over any other company. Our products are reached to kids and adults, people who already support us will definitely watch our advertisement because we are something they already invest in. People will say “wow” to the falling, the music added in, the voiceovers, the characters, and all in all the hard work that was put into the commercial. The voiceover isn’t sad, dull, or boring. The person speaking is happy, upbeat, and really is excited about talking about our company. As we wore and used “Vans” differently, we show the audience that Vans is the best product for different activities like running, skateboarding, and modeling. Different ways we would get the commercial to the public is by posting it online. For example, YouTube or I could create a website. I could also pay other companies to show my advertisement on their games, videos, television channel, and web browsers. The film is produced by us, the people who made the film. We produced, wrote, directed, and did everything needed for the advertisement. You could also pay someone to produce the film for you. As I said before, the advertisement would be distributed to different websites and companies to reach audiences. Marketing would be on Instagram, YouTube, Facebook, Snapchat, and other platforms. The actors, actresses, and film crew could post about the advertisement on their social media or somewhere that connects a lot of people to get it out there.
While creating this advertisement I matured and learned so much about the hard work and diligence it takes to create something such as a film in such a short amount of time. I’ve developed many tricks and skills that helped me for more future films. Production was something I loved doing as well as shooting different camera angles and using the camera. In the beginning when you first grab that tripod and camera from the teacher, you don’t know what to expect. I mean, especially since it’s your first time and there is not much experience yet. Before I didn’t know how to create a film, how to use a camera professionally, and how to edit. I researched a lot about how films are made and everything else, including the three main steps of stage production. Throughout the project I learned various things more and more. Eventually I got used to the process, but there's always room for improvement. My production skills have finally grown. Even though sometimes the editing software wouldn’t work or I had to keep repeating steps because something went wrong. I stayed persistent and did not give up. I have seen great improvement in my production and editing skills throughout the making of my film. Editing techniques I learned to complete this project was voice overs, cutting, speeding, filling in, adding text, sound reduction, and background music cropping. Before starting this film, I knew only the basics of film production. This project has helped me increase my skills and has allowed me to have a wider understanding and respect for other filmmakers. To add on, I learned to work as a group, share my thoughts with my friends, communicate, and in the end gain confidence in myself. I am now able to thoroughly get my ideas across and developed. Another thing that did not just advance my production skills, but also my peers was how we edited our film together as a group. Practicing always helps you get better and we showed this in our production skills. The more films we create throughout this class, the more advanced we will get at creating them, and the more we will grow as a filmmaker.
The hardware I used was the camera to film the commercial. The entire group along with an outside friend were in the film advertising the product. One software that was used was the school’s computer. On the computer, Pinnacle Studios was used to edit. Transferring the footage from the camera to the computer we then started to edit the film into a 30 second film. Originally the amount of footage recorded was about 5 minutes as the raw film. Recording the voice over many times gave us multiple options to choose from. We would declare what sounded the best and what the finishing voice over would be. It was important to choose what would fit in the film. Technology was a huge part in creating this film. If it wasn’t for having technology, we would have not been able to edit or add to the film. By using an editing software from my computer or just a random online program, the process of making this film would have taken a tremendously longer amount of time. Rather than just using the school’s computers. As easy and reliable as it would be, it was very important to me that I was able to use an actual good quality camera instead of something low quality such as the camera on my computer or phone. Filming on my phone would not have made the video look or sound as beautiful and spotless as it turned out to be. Filming on my computer would have caused many issues such as angles, use of shots, placement, audio, and especially camera quality. Though my phone was not used for filming it served many other purposes. One of these purposes was research. I researched the conventions and different editing techniques used in commercials to advertise the product more efficiently. I also used my phone to watch other Van commercials, in order to look for certain eye-grabbing techniques. “Vans” uses advertising for their product in order to be more appealing to the audience. Using our phones allowed us to keep in touch with each other and contact my teachers for any help. Personal laptops were another form of technology that was utilized. As I did with my phone I watched Vans commercials on my laptop as well. The school computers were useful, but limited. The computers gave many problems such as being slow, there weren’t enough, and they did not work all the time. One example of this is when I was trying to cut up a scene in my commercial, the computer took several minutes to load and accomplish this act. Another problem I faced with the school computers was the crashing. For example, when I was trying to import several raw scenes into Pinnacle Studios; the computer shut down the application and gave an error notification. This wasted time and caused stress because we had to redo our process from before. Besides the crashing and speed of the computers, they were very effective in helping create the advertisement. All these forms of technology made it more convenient for us students to create a commercial that we were proud of.
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