Carry out post production techniques and processes to produce a final original media product in line to the client brief
Raw footage review
I chose to use this clip in my video because it is a very smooth camera shot and shows the unique look o that cambridge junction and it is also nicely in focus and had nice natural lighting with not too many shadows. I feel like it fits the style of my video nicely as it clearly and obviously shows one of the highlights, that is talked about in the video and since it is a quick promotional video you want clear, clean and obvious establishing shots, so the audience van quickly understand and gather information in a shot time period
I chose to use this shot because the lighting is really even and and both background and foreground are well lit which means it will be easier to key out the green screen in editing. Also I chose this one because he is saying the same sort of phrasing and things I envisioned him saying for the beginning of the video, which is good because it meant the video narrative would start correctly
I chose to include this clip because it had clear audio that would be easy to edit and hear. Also because it really showed the presenter engage with different aspects of the city which was good because it demonstrated that cambridge isn't just the stereotypes or famous old buildings and there is something to interest everyone. Also the background looked impressive and was well lit and it looked sunny and sun has connotations with being happy.
Changes I will make: The main feedback i received on my offline edit was that my video was too long, so in order to change this I have decided to reduce the amount of time I display Panning or establishing shots in the video and I will also cut out the repeat of the beginning display of Cambridge shots at the end of the video. I will also cut out the parts of the interviews that aren't directly related to Cambridge. Also another point of feedback I got from both focus group and client was to change the black background in the interviews (so that the interview is more interesting to look at. To change this I will key in a a blurred video of some of the streets of Cambridge so the videos more interesting , colourful and relevant to Cambridge. Also I have decided to change the colouring of the video to make it look brighter and more consistent throughout the video, to do this I will use the colour wheels to change the exposure and saturation of the video.
This is a Copy of my Online edit of "The Real Cambridge" with all the changes made.
final exported edit
Why distribute the video on YouTube? I have chosen to distribute "The Real Cambridge" via YouTube because it can easily be shared to other social media platforms and and internet sites, so the council could easily share it on social media and on their website. YouTube is also one of the internets leading platform video and social media platforms worldwide, so people all over the world can see the video and Youtube is particularly popular with the younger generation, which is where my target audience is age wise and also being distributed on youtube also fits the theme of my video of Cambridge being a modern, relatable place as in this day and age social media and sites such as youtube are a modern and developing world, which is what I would like people to associate with Cambridge . Does the video meet the client brief? The Real Cambridge meets the client brief because it displays the parts of cambridge that are exciting and enticing about Cambridge but aren't widely advertised and would also appeal to people around university and 6thform age and would encourage them to visit Cambridge. It displays some of the modern culture and history of Cambridge that not many people know about and is a light,short and positive video that would encourage people to experience not only the historic buildings side but also the real cambridge, full of youth culture and exciting activities. Analysis I believe my video as a whole was a success and shows Cambridge in a original and unique view point, showing the city to be a modern and interesting place for different kinds of people. After the offline edit the videos content changed away from the original concept and dialogue however, the end product took improved upon the offline edit as it was faster paced and a lot easier to process making the message , of cambridge being modern and fun, more translatable to the audience .I think the video being presented buy a young and friendly person makes the video more relatable and entertaining for the target audience as it brings a sense of fun and gives the video a more colloquial feel. I used editing techniques to improve the video and make sure my audience will maintain engaged and learn along with the interview subject. I think that the end timings of the video helped me achieve this, as in editing i was able to cut the video from 8 minutes to 4 minutes which meant that i wouldn’t be losing th audiences attention as much. Also I used tightening techniques in my video editor, which meant the video looked bright and positive, which would then add to the way in which i was trying to change the opinion of cambridge from being a boring place to a bright, happy and fun place. As much as I wanted the story of the video to be Andy’s journey around Cambridge, I felt like it would be more effective to make it more of a general video, so it would be easier for the viewer to relate to. So I cut out a lot of Andy’s opinions in my second edit to make it less of an individual journey but more of a journey that the viewer could join when watching the video.
Analyse how post production techniques and processes create meaning in the media product to meet the client brief
One post production technique I used was Transitions. Transitions were important because they helped the video flow and also were storyline indicators from scene to scene. The main transitions I used were cross fade and a flash because these two styles contrast nicely with each other which adds variety and interest but also because they are quite subtle as far as transitions go and don’t take up too much time on the video and can seem almost seamless.
I also used colour editing/grading , to make it look brighter and the colors more defined as some of the original shots I had looked quite dull and boring, so changing features such as the mid tone lights and saturation gave it a happier and brighter feel. I also needed to use the colorgrading tools for consistency purposes as different shots were filmed at different times and the weather changed between these points so the exposure and brightness did to and without consistency it wouldn’t look professional like my client wanted.
I also used a lot of establishing shots in my promotional video. This enhanced the video as it gave a clear shot of all of Cambridges best places/buildings, and the audience can clearly see them. This follows the clients brief as it does show the different cultures of Cambridge and it does show its identity, as majority of my shots were of the famous buildings Cambridge has.
The soundtrack that I used was cheerful and happy. This enhanced the video as it adds to the whole video experience and makes the entire video seem happier . The audience is likely to be engaged in the video through the music as it is happy, bright and interesting but not overpowering enough to detract from the content of the video. This follows the clients brief as it creates a positive lively and alternately fun presentation and atmosphere for Cambridge.
The colours I used were quiet bright, sunny colours. This enhanced the video because it makes the video look more lively and happy, meaning that the audience would be engaged in it as it it makes them feel happy and it looks aesthetically pleasing. I feel that this met the clients brief as it does showcase and promote my city as it makes Cambridge look like a a good tourist destination.
One weakness is that I didn't try to match up the eyelines in the multi camera interview and this looked messy if I kept the interview the same as it was in the non edited version. This meant that instead of using the slightly wider mid shot I preferred, that i had to zoom and reposition the image to matchthe eyelens as we didn't have time to reshoot because it never occurred to me that I would need to reshoot that scene.
Another weakness I felt was my organisation as some of the original props I had tried to get a hold of weren't available and I , instead of sorting that out after I heard those things were't available , I waited until the last minute , so in the end I had to use paper instead of flash cards or something more professional, which I think give my video a more ammeture feel the I was looking for. Discuss the denotation and connotation of the product I feel that there were a lot of denotation and connotation for the audience.The denotations of my shots being set on a bright day with lots of sunshine connotes that Cambridge is a nice , bright place to live Cambridge is a happy, lively place, and in addition to this people may think Cambridge is very fun and lively . I feel that by using denotation and connotation triggers throughout the video makes the video and therefore Cambridge more personal for the audience to see and work out and unintentionally want to go to Cambridge. Denotation and connotation creates a more personal connection between viewer and product ( Cambridge) and people are more likey to want to go somewhere if it means something more personal to them .