Video Production

1
Video Production

• Camera Orientation
• Video Copywriting
• Shot Composition Guidelines
• Video Editing

2
Creativity and Digital Media

• Basic elements of design are important,
  regardless of media type
• Need to pay attention to designer/client
  relationship
• Satisfy clients needs

3
How the Camera works!

• Electronic Eye
• Video (NTSC)
• 525 lines (640/480)
• 30 frames/second
• 2 fields/frame

4
Video Encoding

• Formats and Codecs
• Symmetric vs Asymmetric Compression
• AVI windows supported
• Quicktime cross platform multimedia
• MPEG highly asymmetric, but great quality

5
Basic Camera Shots
6
Shot Composition-Headroom
7
Shot Composition-Talk Space
8
Shot Composition-Lead Room
9
The Art of Storytelling

• Can expand the presentation to deliver more
  complex concepts
• TV commercial, Web animation, video production
  can deliver a multitude of messages that can take
  form of story
• Storytelling one of oldest forms of communication

10
Copywriting

• Who is the Audience?
• What is your Product/Idea?
• What Appeal to use?
• Ethical
• Emotional
• Logical

• K.I.S.S.
• 3 Cs- Correct, Concise and Catchy

11
Video Copywriting

• Think visually, write visually and revise
  visually
• Remember good message construction AMTOBUL
• A good writer takes full advantage of the medium.

12
Split Column- NonDramatic
Video Audio Technical Instructions Dialogue P
rimary Camera Shots Music Camera
Movements Sounds
13
The Storyboard- Another Script
F A D E I N
D ISSOLVE
C U T
Music Olde Ang Syne
Music Cont
F A D E O U T
Party Responsibly! Dont Drink and Drive
C U T
Announcer Get a designated driver
Music Cont
14
In class writing assignment

• MySpace.com is launching a new ad campaign around
  the tag line. Wanna be my friend.
• You need to write a 30 second ad that represents
  who you are and ends with the tag line.
• In groups, you will discuss your ideas and pick
  the best one of the group to share with the class.

15
Shot Composition- Rule of Thirds
Example Movie
16
Composition Guidelines

• Can we see what you want us to see?
• Does it go together?
• Is it balanced?
• How do we see things in the order you want us to
  see them?
• Do we have too much on the screen?
• Does anything look weird?

17
Composition Guidelines

• Clearly Delineate Objectives
• Strive for Scenic Unity
• Compose Around a Single Center of Interest

18
Composition Guidelines cont.

• Proper Subject Placement
• Proper Balance
• Create Pattern of Meaning
• Use Leading Lines example
• Use Visual Perspective
• Convey Meaning in Color and Tone

19
Composition Guidelines cont.

• Avoid Mergers
• Tonal
• Dimensional
• Border ltexamplegt
• Control Number of Prime Objects
• Utilize Meaning in Movement
• Further Example and Another

20
Video Editing

• Editing Styles and Considerations
• Editing Guidelines
• Linear and Non-Linear Editing
• Power of Editing- ltClipgt ltClip2gt ltClip3gt
• ltClip4gt ltClip 5gt ltClip6gt

21
Editing Guidelines
Employ principle of parsimony ltPSAgt

• Make motivated cuts
• Cut to subject matter
• Time Management
• Use your B-roll (Insert Shots Cutaways)
• 101 Shooting Ratio
• Shot Length

• Jump Cuts ltexamplegt
• 123 Formula
• Angle Consideration
• Cross the Line ltexamplegt

22
Linear Editing Procedures

• A-roll (1st) B-roll (2nd)
• Place audio/video for story
• Fill in gaps with b-roll
• Add cutaways and insert shots
• Add room tone
• Audio sweetening

23
Non-Linear Editing

• Digitizing Footage (Capturing)
• Time line